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IV Regional Debate EACD Lisbon 2009 Nuno Costa

Nuno Costa, Executive Manager at Identidade Digital “Webvolution”. Sinopse: The World Wide Web is evolving very fast. We have watch it grow from a simple form of communication to a collaborative and relationship medium. The new Google Wave lunch is a living proof of it. Already other platforms are evolving to a new semantic step providing real-time content based on the user search strings. New social media tools have emerged and allowed present organizations to relate with their audiences on a more personal level. Following the engagement stage come the social media monitoring and measurement.

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IV Regional Debate EACD Lisbon 2009 Nuno Costa

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  1. IV Regional Debate EACD Lisbon 2009 Nuno Costa i D identidade digital Social Media: changing communications one blog at a time Lisbon November 10 Fórum Portugal Telecom

  2. #1 i D identidade digital more information about identidade digital #1 i D identidade digital more information about identidade digital

  3. i D identidade digital Born in 2009 - ID is the first Digital PR agency launched in the Portuguese market; - We provide specialized online consultancy services for digital PR strategies; - Our clients are traditional PR agencies and companies. i D identidade digital Born in 2009 - ID is the first Digital PR agency launched in the Portuguese market; - We provide specialized online consultancy services for digital PR strategies; - Our clients are traditional PR agencies and companies.

  4. i D identidade digital What do we do? - Stick around for a couple more minutes and you will get a glimpse of it i D identidade digital What do we do? - Stick around for a couple more minutes and you will get a glimpse of it

  5. i D identidade digital What makes us different? - Team with PR Education Background; - Internet & Telecom Market know-how; - Two-way Partnership with Digital Agencies; - Storytelling Strategies; - Engagement with Digital Triggers; - Monitoring Tools expertise; - Campaign Evaluation and Results. i D identidade digital What makes us different? - Team with PR Education Background; - Internet & Telecom Market know-how; - Two-way Partnership with Digital Agencies; - Storytelling Strategies; - Engagement with Digital Triggers; - Monitoring Tools expertise; - Campaign Evaluation and Results.

  6. #2 i D identidade digital some background context #2 i D identidade digital some background context

  7. i D identidade digital Internet and Telecom Portuguese Market <ul><li>4.733.909 Domestic Internet users (1% narrow band – 99% broad band) (1) - 92,1% upper social class users (2) </li></ul><ul><li>- 53.9% of the users are over 15 Years Old (2) - 15 million mobile phone sim cards in use (1) </li></ul><ul><li>- Over 23 Million Text Messages sent in 2008 (1) </li></ul>1. ANACOM – 1st 2009 Report 2. Marktest – 2009 Internet Inquiry i D identidade digital Internet and Telecom Portuguese Market <ul><li>4.733.909 Domestic Internet users (1% narrow band – 99% broad band) (1) - 92,1% upper social class users (2) </li></ul><ul><li>- 53.9% of the users are over 15 Years Old (2) - 15 million mobile phone sim cards in use (1) </li></ul><ul><li>- Over 23 Million Text Messages sent in 2008 (1) </li></ul>1. ANACOM – 1st 2009 Report 2. Marktest – 2009 Internet Inquiry

  8. i D identidade digital Internet Usage 81% of the people who use Internet use it for search purposes spending in average 51 minutes online (3) . 81% 81% 51% 12% 39% email search news jobs messaging 3. Marktest – 2007 Internet Inquiry i D identidade digital Internet Usage 81% of the people who use Internet use it for search purposes spending in average 51 minutes online (3) . 81% 81% 51% 12% 39% email search news jobs messaging 3. Marktest – 2007 Internet Inquiry

  9. i D identidade digital Number of portuguese network users 818K 1 Million 1.5 Million 485 K >10K ? ? ? i D identidade digital Number of portuguese network users 818K 1 Million 1.5 Million 485 K >10K ? ? ?

  10. . #3 i D identidade digital why are these numbers relevant to online PR Strategies?

  11. . i D identidade digital Because of the current search behaviour - Internet users search beyond traditional engines such as Google or Bing; - People are using more and more social media in their searches; - Google it self reaches social media networks and has launched the GOOGLE SOCIAL SEARCH experience. - Twitter in the Uk is considerer to be an alternative on Google; - Information from Blogs and Discussion Boards is of great influence;

  12. . #4 i D identidade digital how to engage in a digital conversation and get your message through?

  13. . i D identidade digital Rules of engagement #1 (blog strategy) - Research the blogs in your market niche; - Take time to discover the key blog players; - Analyze their content and try to figure out what their readers like; - Come up with a list of blogs you intend to target for relationship-building; - Begin leaving comments at your target blogs. Try to make them as relevant as possible. You have to genuinely engage with the issues they raise.

  14. . i D identidade digital Rules of engagement #2 (blog strategy) - Write posts on your own blog that expand on the topics raised by those on your target list. Link back to their posts; - Continue doing this regularly, soon some of the blogs you are targeting will notice you. They will begin to comment on your profiles and write posts about the issues you are raising; Keep expanding your list of target blogs and keep working on this strategy for building new relationships.

  15. . #5 i D identidade digital How to monitor?

  16. . i D identidade digital Monitoring tools

  17. . i D identidade digital Monitoring tools

  18. . i D identidade digital Monitoring tools

  19. . #6 i D identidade digital How to measure ROI for online PR?

  20. . i D identidade digital What is the value of that customer telling their friends about their experience? How do you measure positive word of mouth about an upcoming movie? If you're a PR person, what's the exact ROI in euros for attending a party with your clients and some journalists? How do you measure the ROI from the director making an appearance at a convention to talk about the movie and build excitement for it? How do you measure the value of talking to a fan of your product or work?

  21. . #7 i D identidade digital online metrics

  22. . g i D identidade digital Blog Strategy Facebook - fans - pageviews - comments - likes Youtube - views - comments - embeds - subscribers - votes Twitter - followers - replies - lists - twit-pics views Flickr - views - comments - embeds - subscribers Comments - total - replies - followers - sentiment Stats - pageviews - visitors - time - bounce Share - number of shares SEO - before - after RSS - subscribers - item views Event - RSVP´s - attendees

  23. . #8 i D identidade digital case

  24. . i D identidade digital Ispylevis - campaign http://www.youtube.com/watch?v=fK328bOLbN4

  25. . i D identidade digital Ispylevis - results http://www.youtube.com/watch?v=WjR-ddUwglo&feature=fvw

  26. . i D identidade digital Contactos ID www.identidadedigital.pt | geral@identidadedigital.pt | 217 578 429 pt.linkedin.com/in/nunoaguiarcosta

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