#smbr
DESCRIPTION
TRANSCRIPT
![Page 1: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/1.jpg)
Branding 2.0
O desafio das marcas em tempos de redes sociais
Amyris Fernandez, Profa.Dra.Junho de 2009
![Page 2: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/2.jpg)
O homem sempre encontrou meios de se comunicar
![Page 3: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/3.jpg)
E aprendemos a usar essa habilidade para vender...
![Page 4: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/4.jpg)
![Page 5: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/5.jpg)
![Page 6: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/6.jpg)
![Page 8: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/8.jpg)
8
População do Japão126 milhões
Fonte: Anatel , Jun/2008Fonte: Anatel , Jun/2008
133 milhões
Usuários de Celular
23milhões
Fonte: Ibope Netratings 2008 – Subcategory Oline GamesFonte: Ibope Netratings 2008 – Subcategory Oline Games
Usuários de Jogos Eletrônicos
Fonte: F/Nazca Datafolha 2008Fonte: F/Nazca Datafolha 2008
49 milhões
Usuários de Internet
População da Espanha41 milhões
População da Austrália21 milhões
A audiência dos meios digitais no Brasil é equivalente a população total de alguns países
![Page 9: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/9.jpg)
Os meios digitais já fazem parte do dia-a-dia do consumidor
![Page 10: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/10.jpg)
![Page 11: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/11.jpg)
![Page 12: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/12.jpg)
![Page 13: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/13.jpg)
![Page 14: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/14.jpg)
![Page 15: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/15.jpg)
![Page 16: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/16.jpg)
...tem o mundo nas mãos...
O Consumidor...
![Page 17: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/17.jpg)
O consumidor está à frente
da indústria de comunicação
![Page 18: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/18.jpg)
“Os consumidores controlam o ambiente digital, portanto as marcas precisam pensar em meios de facilitar AÇÕES geradas
pelo usuário, e não apenas CONTEÚDO gerado por ele.”
![Page 19: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/19.jpg)
Todos conectados a todos e tudo
![Page 20: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/20.jpg)
E tornando-se Prosumers
![Page 21: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/21.jpg)
Como as marcas vão se relacionar com estes consumidores que mudaram seus hábitos?
![Page 22: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/22.jpg)
As marcas vencedoras serão aquelas contarem as melhores histórias e cujos consumidores se engajarem mais, por mais tempo e fizerem parte da conversa com a Marca
![Page 23: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/23.jpg)
““Mas, então, o que Mas, então, o que faremos aqui? ”faremos aqui? ”
Image from Flickr CC http://www.flickr.com/photos/mulsanne/41027902/
![Page 24: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/24.jpg)
![Page 25: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/25.jpg)
Ativando o consumidor através de canais de comunicação...
![Page 26: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/26.jpg)
“Word of Mouth” – o consumidor como agente da comunicação...
![Page 27: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/27.jpg)
O consumidor pode sentir, tocar, saborear… experimentar e gostar da experiência…
![Page 28: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/28.jpg)
O consumidor faz um movimento em direção à marca: uma escolha.
![Page 29: #SMBR](https://reader033.vdocuments.mx/reader033/viewer/2022061207/54848964b4af9f0d0e8b4654/html5/thumbnails/29.jpg)
Flickr CC http://www.flickr.com/photos/femalethatlovestech/113333687/