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HOME > ARTIGOS > PUBLICIDADE NAS REDES SOCIAIS

Em Marketing Online

Publicidade nas Redes Sociais

08/10/2007 - 18:52

Por Marcelo Sant'Iago

Na prática, poucos são os sites de conteúdo gerado pelo consumidor que conseguiram ou conseguem gerar receita através de sua audiência.

Nove entre dez eventos sobre mídia interativa tratam do tema web 2.0 e o “poder das redes sociais e do conteúdo gerado pelo consumidor”.

É fato que realmente esse tipo de site ganhou importância no mundo todo, inclusive no Brasil, onde temos o Orkut como site mais visitado do país, o MSN Live Messenger com 30 milhões de usuários, o YouTube bombando, a ponto do Google ter criado uma versão em português (só outros oito países têm o privilégio de contar com uma versão local) e Flickr (site de compartilhamento de fotos do Yahoo) crescendo cada vez mais e agora também com versão em português.

Mas o fato é que na prática, poucos são os sites de conteúdo gerado pelo consumidor que conseguiram ou conseguem gerar receita através de sua audiência, até porque os formatos comerciais oferecidos aos anunciantes são ainda limitados.

Veja o exemplo do próprio Orkut, que após sofrer pressões – mais uma vez – da Justiça decidiu temporariamente suspender a exibição de links patrocinados em suas páginas, até então a única forma de receita do site.

Ainda no Brasil temos o exemplo do Beltrano, um “mee too” do Orkut: criado pelo pessoal do Fulano (e que depois abriu a agência FBiz), o site foi criado com um modelo comercial muito forte, explorando a venda de comunidades para marcas interessadas em interagir com consumidores. O problema é que o site nunca decolou como esperado, principalmente se compararmos com o sucesso alcançado pelo Fulano no final dos anos 90.

No exterior, ouvimos muito sobre o MySpace, uma comunidade focada em música e celebridades e que agora vai lançar uma versão brasileira. Pois bem, o Google pagou novecentos milhões de dólares pela exclusividade de servir links patrocinados para os mais de 100 milhões de usuários do site durante três anos. Mas, quem trabalha com esse tipo de campanha sabe que o retorno é muito baixo, quando comparado aos anúncios servidos na página de resultados do Google e por isso o MySpace tem oferecido ao mercado algumas soluções mais “agressivas”, mais voltadas para branding e vêm obtendo sucesso, atraindo anunciantes como Coca-Cola e Adidas.

Aliás, o próprio Google fez uma experiência mais voltada à marca durante a Copa do Mundo ano passado, quando criou um site em parceria com a Nike que era exatamente um clone do Orkut, mas com identidade da marca sob o nome Joga.com. O site continua no ar, mas nunca mais ouvi falar nada sobre ele ou de alguém que esteja ativamente participando de ações lá.

Outro tipo de rede social com bastante apelo são as voltadas a contatos comerciais e a mais popular, sem dúvida, é o LinkedIn, que conta com mais de 7 milhões de executivos cadastrados. Este é mais um site que optou por exibir adivinha o quê? Sim, links patrocinados do Google! Mas ali é um espaço que para ser bem aproveitado por empresas de recolocação de executivos. E, na verdade, elas estão mesmo presentes no LinkedIn, pois tenho em minha rede de contatos lá diversos executivos dessas empresas sempre interessados em saber mais sobre seu perfil. É uma forma gratuita de se beneficiar dessa comunidade e, voltando ao nosso Orkut, hoje sabemos que empresas de recolocação e “head hunting” consultam perfis de candidatos no Orkut, suas comunidades favoritas, etc.

Meu último exemplo é o Facebook, menina dos olhos do mercado norte-americano apesar de ainda ser bem menos popular que o MySpace: lançado em fevereiro de 2004, o site tinha como principal foco o mundo universitário, já que foi criado por estudantes do MIT. Hoje congrega os mais diversos tipos de perfis e é parceiro da Microsoft Digital Advertising Solutions para exibição de publicidade. Ali, uma boa opção é criar “widgets”, como notícias, previsão do tempo, quem são os amigos que estão online agora, etc.

Na minha experiência o Facebook tem se revelado uma boa forma de geração de negócios, pois já recebemos na Midiaclick algumas propostas comerciais e de parcerias vindas de lá.

Enfim, se por um lado as opções publicitárias ainda são escassas nas redes sociais, isso não significa que seja menos importante você estar lá, inclusive para fins comerciais. Diversos executivos e também muitas empresas mantém perfis atualizados e comunidades ativas, explorando ainda que informalmente esse vasto universo.

Há hoje muita conversa e interesse pelos blogs e seu potencial de marketing e fidelização, porém as redes sociais podem ter também um papel muito ativo em uma estratégia que envolva também relações públicas. Lembre-se apenas que ali é um território neutro e que precisa ser explorado com muita cautela, pois o controle está nas mãos dos membros das comunidades.

Link original do Artigo: http://webinsider.uol.com.br/index.php/2007/09/26/publicidade-nas-redes-sociais/

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