Aula - Programação Midiática Perspectiva de Mercado

Introduction to Digital Marketing and Media

Overview of the Session

• The session begins with a greeting and an introduction by Vanessa González, who is filling in for Colonel Ribeiro due to his commitments.

• Vanessa will discuss digital programming, market perspectives, and her professional background in communication and journalism.

Professional Background of Vanessa González

• Vanessa has experience as a social media manager for HBO Brazil, working on major titles like Game of Thrones.

• She has also worked with various brands such as Air France, KLM, Pizza Hut, and Sanofi in roles related to digital PR and community management.

• Currently serves as the digital marketing coordinator at ACD (Associação de Assistência à Criança Deficiente).

Engagement in the Digital Age

Importance of Digital Engagement

• Vanessa emphasizes creating engaging presentations that are not monotonous; she encourages audience interaction through questions.

• Reflecting on her career journey, she notes how her work has been heavily influenced by digital platforms since their inception.

Current Trends in Media Consumption

• Discusses how most people consume media today—watching TV or movies while simultaneously using their phones.

• Highlights the challenge of maintaining attention during long content formats like sports games without distractions from social media.

Understanding Cross-Media vs. Transmedia

Key Concepts Explained

• Cites research indicating that a significant percentage of Brazilian viewers use their phones while watching TV—a trend known as "second screen" usage.

• Introduces two important concepts: cross-media and transmedia strategies for content engagement.

Strategies for Effective Content Delivery

• Explains cross-media as delivering the same message across multiple channels to maximize reach.

• Describes transmedia storytelling where different aspects of a story are told across various platforms but contribute uniquely to the overall narrative.

Case Study: Coca-Cola Campaign

Example of Successful Cross-Media Strategy

• References Coca-Cola's famous campaign featuring personalized cans—a strategy that effectively utilized cross-media principles over ten years ago.

Adapting Marketing Campaigns to Local Realities

Cultural Adaptation in Marketing

• The speaker discusses how marketing campaigns are adapted to fit local cultures, using Brazil as an example where familiar names and internet slang are incorporated.

• A marketing director explains the goal of reviving a campaign by aligning it with current realities and social media trends popular among youth.

Mass Campaign Effectiveness

• The effectiveness of mass campaigns is highlighted; they create memorable impressions that resonate with audiences, as seen in restaurants and cinemas.

• Transmedia storytelling is described as more challenging but rewarding, offering deeper engagement through additional story elements for niche audiences.

Examples of Successful Transmedia Campaigns

• Star Wars is cited as a successful transmedia franchise that continues to engage passionate fans through new characters and stories while managing risks effectively.

• Specific examples include interactive experiences on Google and Spotify that cater to fan preferences, enhancing engagement through playful interactions.

Expanding Story Universes

• The Star Wars universe extends beyond films into books, TV series, comics, games, toys, and theme parks, creating a comprehensive brand experience.

Innovative Uses of Literature in Events

• A Brazilian example involves the book "Um Defeito de Cor," which was creatively integrated into a carnival parade narrative that continued the book's story.

• This integration provided added value for readers who experienced the parade as an extension of the literary work.

Cross-Media vs. Transmedia Strategies

• Cross-media aims for broad message delivery while transmedia focuses on segmentation and depth within specific topics or narratives.

Evaluating Marketing Approaches

• The choice between cross-media and transmedia strategies depends on various factors including client needs, budget constraints, and storytelling goals.

Case Study: Game of Thrones Promotion

Impact of Digital Content on Audience Engagement

The Role of National Cinema in Modern Media

• The discussion highlights the impact of a previous series that sparked public interest and movement, leading to the creation of a free newspaper distributed in São Paulo, which provided additional content beyond the show.

Evolution of Characters with Social Media

• A character from the remake of "valetudo" reflects modern influences, as she aims to be an influencer and shares content on Instagram during the show, showcasing how social media has changed character development.

Importance of Structured Planning

• Emphasizes that successful digital campaigns require well-structured planning; without a solid foundation, even creative ideas may fail to resonate with audiences.

Power of Content in Digital Marketing

• The speaker stresses their belief in the power of quality content over flashy marketing tactics, especially in fast-paced platforms like TikTok. This serves as a basis for structuring any campaign.

Defining Objectives for Campaign Success

• Effective content creation hinges on clear objectives such as increasing visibility or sales; understanding these goals is crucial for aligning strategies with audience needs.

Understanding Your Audience

Identifying Target Audiences

• It’s essential to define who your audience is and what they want; this understanding helps tailor messages effectively across different platforms and campaigns.

Managing Diverse Frontiers within Organizations

• The speaker describes managing three distinct fronts within their organization (CD networks), each requiring unique approaches despite being under one umbrella brand. Understanding these differences is key to effective communication.

Tailoring Content for Different Platforms

• Each platform demands specific types of engagement; while CD focuses on patient stories and professional insights, Teletom emphasizes entertainment aspects like fun interactions during broadcasts. This differentiation caters to varied audience interests.

Engagement Strategies Across Different Audiences

Balancing Entertainment and Information

• While engaging audiences through entertainment is important (e.g., Teletom's light-hearted approach), it’s equally vital to provide substantial information relevant to those interested in serious topics like health conditions through CD channels.

Evaluating Engagement Tactics

• The importance of assessing which conversations or trends are appropriate for engagement is highlighted; not every trend aligns with organizational values or audience expectations, necessitating careful consideration before participation.

Establishing Brand Persona Consistency

Discussion on Social Media Engagement and Sensitivity

Engaging with the Audience

• The speaker emphasizes the importance of adapting content to fit audience profiles and brand positioning, suggesting a playful approach to engagement.

Addressing Social Causes

• A question is raised about balancing social sensitivity with performance demands in social media. The speaker acknowledges this challenge and highlights the need for evolution in communication strategies.

Evolving Communication Strategies

• The speaker notes that while certain content may guarantee good engagement, it’s crucial to avoid repetitive messaging and explore new ways of discussing sensitive topics without being exploitative.

Example of Teletom Campaign

• The Teletom campaign is cited as an example where visibility for people with physical disabilities was initially low. Over time, the campaign learned to present these individuals respectfully rather than portraying them as victims.

Promoting Human Dignity

• Emphasizing rehabilitation quality, the speaker discusses how each individual has unique goals regardless of their physical limitations, advocating for respect and autonomy for people with disabilities.

Navigating Strategic Dates in Content Creation

Importance of Strategic Timing

• The discussion shifts to strategic dates for content creation. It’s noted that not all dates are relevant; focusing on meaningful occasions can enhance engagement.

Calendar Planning

• Creating a calendar that aligns with significant events allows organizations to prepare timely content. This includes recognizing months dedicated to specific causes or awareness campaigns.

Consistency in Posting

• Maintaining a consistent posting schedule is vital; irregular posting can lead audiences to forget about the brand. Regular updates help keep engagement levels high.

Understanding Platform Dynamics

Understanding Content Strategy Across Platforms

Adapting Content for Different Social Media Platforms

• The importance of tailoring content to fit the unique characteristics and audience expectations of each social media platform is emphasized. For instance, TikTok favors light-hearted, playful content, while LinkedIn may require more formal articles or testimonials.

• Acknowledgment that despite thorough preparation, outcomes can be unpredictable. Professionals should not feel inadequate when their efforts do not yield expected results; mistakes are part of the learning process.

• Frustrations arise when anticipated viral content fails to resonate with audiences. Engaging in trending conversations or memes does not guarantee success, highlighting the unpredictability of social media engagement.

Importance of Audience Understanding

• Gaining insights into your audience significantly increases the likelihood of successful content creation. Familiarity with audience preferences helps mitigate errors and enhances engagement strategies.

• Knowledge of analytics is crucial for making informed decisions about content strategy. Presenting data on reach and engagement can support proposals for new initiatives and help persuade stakeholders.

Managing Audience Interactions

• Monitoring audience feedback is essential for understanding community sentiment and addressing concerns effectively. Engaging with comments allows brands to build loyalty and trust among followers.

• Handling complaints through direct messaging rather than public comments can prevent escalation while maintaining a positive brand image. This approach fosters better relationships with the audience.

Building Community Through Engagement

• Actively engaging in conversations with followers enriches the digital experience and strengthens community ties. Social media professionals should prioritize reading comments to gain valuable insights into audience sentiments.

Case Study: CD's Approach to Content Creation

• The speaker discusses challenges faced by CD as it approaches its 75th anniversary, particularly in resource acquisition and positioning within health-related discussions.

• An example involving Gabriel Medina’s surfing board highlights how humor can be used creatively in campaigns while also addressing serious topics related to health initiatives.

Engaging Patients Through Unique Initiatives

Creative Marketing Strategies in Rehabilitation

• The organization collaborates with a popcorn brand, "Mais Pura," to create engaging content for patients during events like swimming competitions, enhancing their experience through shared activities.

• After the Olympic games, a medal-winning athlete visited the center to inspire patients by sharing his journey and showcasing his medal, creating an emotional connection among attendees.

• The timing of the athlete's visit coincided with the rehabilitation sessions of many patients who had previously cheered for him, fostering a sense of community and support.

Impactful Patient Stories

• A patient who ranked second in Social Sciences at a university gained significant attention on social media due to his inspiring story, highlighting the power of digital platforms in spreading positive narratives.

• This patient's story resonated widely, leading to coverage by major news outlets like G1 and interviews that emphasized the importance of rehabilitation in achieving personal goals.

Differences in Marketing Approaches

Non-Profit vs. Commercial Marketing

• The speaker discusses the stark differences between marketing for non-profit organizations versus commercial entities, emphasizing personal motivation derived from having a cause and purpose.

• Working at CDA has been fulfilling beyond financial compensation; it provides a sense of purpose that drives daily engagement with patients and their stories.

Challenges in Fundraising

• Unlike selling products where consumer desire is key, non-profits must convey genuine needs for donations while engaging potential supporters emotionally through impactful storytelling.

Engagement Dynamics

Audience Interaction

• Engaging audiences around meaningful causes often leads to higher interaction levels compared to traditional product marketing; people are more likely to share stories that resonate emotionally.

Responsibility in Content Creation

Engagement Strategies for Brands

The Role of Influencers in Brand Engagement

• Engaging customers with retail brands is more challenging than with causes or entertainment that evoke strong emotions, such as sports.

• Influencers play a crucial role; their endorsement can significantly impact consumer trust and willingness to try products.

• Customer testimonials and third-party endorsements are valuable tools for brands to enhance credibility.

Tools for Social Media Management

• The team utilizes Neta's own tools for scheduling posts on platforms like Facebook and Instagram.

• They employ Estinini by Blick for monitoring social media engagement, which helps track brand mentions and competitor activity.

Volunteer Engagement During Campaigns

• Blick organizes a large group of volunteers who assist during the Teletol campaign, adapting to online formats post-pandemic.

• Volunteers contribute across various areas such as writing and design, enhancing real-time engagement during the program.

Real-Time Monitoring and Content Creation

• A small core team expands with temporary hires during campaigns; volunteers monitor conversations on Twitter to facilitate timely responses.

• Volunteers help create posts in real-time based on trending topics or issues raised during the broadcast.

Metrics Tracking and Performance Analysis

• The team closely monitors organic metrics alongside sponsored content performance to assess return on investment effectively.

Importance of Digital Content Creation

Understanding Tone and Engagement

• The speaker emphasizes the significance of digital content, showcasing different tones used in various posts. They highlight how playful content can engage audiences differently compared to more serious approaches.

• During a program, 90% of the content is created live, demonstrating the spontaneity and adaptability required in digital media production.

Spontaneity vs. Production Quality

• A video example illustrates that lower-quality, spontaneous content often resonates better with audiences than highly produced material due to its authenticity.

• The speaker notes that genuine moments captured on video tend to have a stronger impact than polished productions, as they convey sincerity and relatability.

Immediate Content Creation

• The immediacy of creating content during events is discussed; while it may not be perfect, timely engagement is prioritized over quality.

• Simplicity in content creation often leads to better performance in terms of audience engagement.

Challenges in Managing Game of Thrones Social Media

Limited Information Access

• The speaker shares their experience managing HBO's social media for Game of Thrones, highlighting the challenge posed by limited access to information about upcoming seasons due to concerns over leaks.

Audience Engagement Strategies

• They describe how viewers had a ritualistic approach to watching episodes live on Sundays at 10 PM, which shaped social media strategies around real-time engagement.

Utilizing Twitter as a Second Screen

Engaging with Fans: The Dynamic Interaction in Marketing

The Power of Real-Time Engagement

• The speaker reflects on the vibrant interaction during episodes, highlighting how fans engaged dynamically through comments and discussions.

• Creativity was essential in marketing strategies, especially when faced with limited scenes; the team had to innovate to surprise viewers.

Innovative Marketing Strategies

• A notable initiative included creating a Facebook chatbot that allowed fans to engage interactively by choosing their houses and paths within the narrative.

• The introduction of Twitter's character limit change sparked ideas on how to leverage this for fan engagement, particularly using platforms like Twitch.

Breaking Boundaries with Social Media

• By utilizing Twitch, the team found a workaround to post longer tweets than Twitter's standard limit at that time, enhancing their outreach.

• Engaging clients from different cultural backgrounds posed challenges but also opportunities for creative marketing solutions.

Viral Moments and Cultural Impact

• A significant breakthrough occurred when they crafted a tweet that creatively utilized the new character limit, showcasing a beloved character’s full title.

• This tweet went viral, garnering over 19,600 likes and transcending social media into broader media coverage.

Competitive Edge in Marketing

• The campaign provided HBO an advantage over Netflix during a period of intense rivalry between the two networks.

Reflections on Gender and Event Planning in Entertainment

Gender Dynamics in Event Participation

• The initial concept for an event was exclusive to men, barring women from participation, which reflected societal norms of the time.

• The creators faced backlash for their decision, realizing that while it aligned with the theme of a series, it was not well-received by the public.

Learning from Past Experiences

• The speaker reflects on valuable lessons learned through trial and error in event planning and execution.

• They highlight their involvement in CCXP, a major global entertainment event focused on geek culture.

Creative Challenges at Events

• Despite limitations such as reduced resources and information, they managed to create engaging experiences featuring elements from popular series like "Game of Thrones."

• Direct interaction with fans during events provided insights into audience engagement and the impact of entertainment on people's lives.

Innovative Engagement Strategies

• Organizing photo opportunities with cosplayers allowed for deeper connections between fans and characters from HBO series.

• The setup included immersive experiences like projections that brought iconic scenes to life, enhancing attendee engagement.

Digital Strategy and Fundraising Efforts

• Discussing ROI challenges in digital campaigns, particularly regarding fundraising efforts tied to television programs.

Insights on Audience Engagement and Healthcare Services

Importance of Audience Metrics

• The speaker emphasizes the significance of audience metrics over sales, highlighting that brand mentions and viewership are key performance indicators (KPIs) for their organization.

• They aim to be the most-watched series, indicating a focus on content popularity as a measure of success.

Recent Developments in Sponsorship and Donations

• The organization is exploring new sponsorship strategies to enhance donation efforts, noting that this approach is relatively recent.

• They are analyzing audience engagement through various content types, including emotional expressions (e.g., smiling or sad faces), to determine what resonates best with viewers.

Expanding Healthcare Awareness

• The speaker discusses collaboration with an orthopedic hospital, aiming to raise awareness about services offered to all age groups, not just those with physical disabilities.

• There is a concerted effort to demystify misconceptions surrounding healthcare services provided by the hospital, emphasizing accessibility for individuals without prior health conditions.

Specialized Medical Services

• The hospital's medical team specializes in complex cases, particularly orthopedic issues. This specialization aims to increase patient consultations and surgeries.

• The speaker likens their funding model to "Robin Hood," where private treatments help sustain public healthcare services due to high costs associated with orthopedic surgeries.

Closing Remarks and Community Engagement

• The speaker expresses gratitude towards participants for their time and engagement while inviting further communication regarding their work.