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identidade digital

Social Media: changing communications one blog at a time

Lisbon November 10

Fórum Portugal Telecom

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more information about identidade digital

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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.

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identidade digital

What do we do?

- Stick around for a couple more minutes and you will get a glimpse of it

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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.

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some background context

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identidade digital

Internet and Telecom Portuguese Market

- 4.733.909 Domestic Internet users (1% narrow band – 99% broad band) (1)

- 92,1% upper social class users (2)

- 53.9% of the users are over 15 Years Old (2)

- 15 million mobile phone sim cards in use (1)

- Over 23 Million Text Messages sent in 2008 (1)

1. ANACOM – 1st 2009 Report2. Marktest – 2009 Internet Inquiry

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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

sear

ch

news

jobs

messa

ging 3. Marktest – 2007 Internet Inquiry

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Number of portuguese network users

818K1 Million

1.5 Million485 K >10K

? ?

?

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why are these numbers relevant to online

PR Strategies?

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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;

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how to engage in a digital conversation and get your

message through?

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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.

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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.

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How to monitor?

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identidade digital

Monitoring tools

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identidade digital

Monitoring tools

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identidade digital

Monitoring tools

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How to measure ROI for online PR?

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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?

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online metrics

g

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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 ofshares

SEO- before- after

RSS- subscribers- item views

Event- RSVP´s- attendees

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case

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identidade digital

Ispylevis - campaign

http://www.youtube.com/watch?v=fK328bOLbN4

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Ispylevis - results

http://www.youtube.com/watch?v=WjR-ddUwglo&feature=fvw

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Contactos ID

www.identidadedigital.pt | geral@identidadedigital.pt | 217 578 429

pt.linkedin.com/in/nunoaguiarcosta