{"id":15658,"date":"2018-02-06T12:32:00","date_gmt":"2023-06-06T12:32:42","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=15658"},"modified":"2023-06-23T19:10:39","modified_gmt":"2023-06-23T19:10:39","slug":"salesforce-mostra-o-que-bombou-sobre-super-bowl-nas-midias-sociais","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/br\/blog\/salesforce-mostra-o-que-bombou-sobre-super-bowl-nas-midias-sociais\/","title":{"rendered":"Salesforce mostra o que bombou sobre Super Bowl nas m\u00eddias sociais"},"content":{"rendered":"\n<p><i>por Robert Begg, vice-presidente de marketing de produtos<\/i><\/p>\n\n\n\n<p>Todo ano, o Super Bowl atrai milh\u00f5es de espectadores \u2013 e anunciantes que buscam esta audi\u00eancia \u2013 em todo o mundo. Recentemente, esta final de futebol americano tem conquistado tanta aten\u00e7\u00e3o por seus anunciantes como pelo esporte em sim.<\/p>\n\n\n\n<p>N\u00f3s sabemos que isso \u00e9 verdade n\u00e3o por causa da audi\u00eancia na TV, mas tamb\u00e9m pelo como as pessoas conversam em m\u00eddias sociais como Twitter e Instagram durante as propagandas do Super Bowl. \u00c9 por isso que, todo ano, a <a href=\"https:\/\/www.salesforce.com\/br\/\">Salesforce<\/a> analisa o que as pessoas comentam sobre os principais anunciantes e outros temas sobre o Super Bowl. Pela primeira vez, tamb\u00e9m conferimos por meio do <a href=\"https:\/\/www.salesforce.com\/br\/blog\/2017\/Agosto\/Salesforce-incorpora-IA-para-reconhecimento-de-imagens-em-redes-sociais-com-Einstein-Vision-for-Social-Studio.html\">Einstein Vision for Social Studio<\/a> o tipo de imagens postadas pelos telespectadores.<\/p>\n\n\n\n<p>Lan\u00e7ado em agosto, o Einstein Vision for Social Studio permite aos profissionais de marketing automatizar a descoberta e identifica\u00e7\u00e3o de imagens veiculadas no Twitter e Instagram e responder apropriadamente, ajudando as marcas a colherem benef\u00edcios da <a href=\"https:\/\/www.salesforce.com\/br\/blog\/2016\/10\/o-que-e-inteligencia-artificial.html\">intelig\u00eancia artificial<\/a> e da <a href=\"https:\/\/www.salesforce.com\/br\/blog\/2017\/Setembro\/O-que-e-Transformacao-Digital.html\">transforma\u00e7\u00e3o digital<\/a>. Ao compreender o que os consumidores postam, os profissionais de marketing est\u00e3o mais preparados para abordar consumidores mesmo quando eles n\u00e3o especificamente escreveram o nome de uma marca, produto ou servi\u00e7o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-veja-o-que-mais-comentaram-nas-redes-sociais-no-super-bowl\">Veja o que mais comentaram nas redes sociais no Super Bowl<\/h2>\n\n\n\n<p>Durante a 52\u00aa edi\u00e7\u00e3o do Super Bowl, n\u00f3s utilizamos o Social Studio, produto que faz parte do <a href=\"https:\/\/www.salesforce.com\/br\/products\/marketing-cloud\/overview\/\">Marketing Cloud<\/a> da Salesforce, para descobrir o que foi mais mencionado entre an\u00fancios publicit\u00e1rios, trending hashtags, comidas populares e mais.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-anuncios-mais-mencionados\">An\u00fancios mais mencionados<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p>Avocados From Mexico (137.073)<\/p>\n<\/li>\n\n\n\n<li>\n<p>Pepsi (#Cindycrawford, 38.246)<\/p>\n<\/li>\n\n\n\n<li>\n<p>Doritos (26.887)<\/p>\n<\/li>\n\n\n\n<li>\n<p>Bud Light (20.667)<\/p>\n<\/li>\n\n\n\n<li>\n<p>Kraft (9.890)<\/p>\n<\/li>\n<\/ol>\n\n\n\n<p>Aqui est\u00e3o as hashtags, palavras-chaves e imagens que ganharam mais destaque entre esses cinco anunciantes:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-top-5-hashtags\">Top 5 hashtags:<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p>#Guacworld<\/p>\n<\/li>\n\n\n\n<li>\n<p>#Pepsigenerations<\/p>\n<\/li>\n\n\n\n<li>\n<p>#SpitFire<\/p>\n<\/li>\n\n\n\n<li>\n<p>#DillyDilly<\/p>\n<\/li>\n\n\n\n<li>\n<p>#FamilyGreatly<\/p>\n<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-top-5-palavras\">Top 5 palavras:<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p>Guac<\/p>\n<\/li>\n\n\n\n<li>\n<p>Truck<\/p>\n<\/li>\n\n\n\n<li>\n<p>Food<\/p>\n<\/li>\n\n\n\n<li>\n<p>Beautiful<\/p>\n<\/li>\n\n\n\n<li>\n<p>Sweepstakes<\/p>\n<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-top-5-imagens\">Top 5 imagens:<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p>Cindy Crawford do an\u00fancio da Pepsi<\/p>\n<\/li>\n\n\n\n<li>\n<p>Justin Timberlake no show de intervalo<\/p>\n<\/li>\n\n\n\n<li>\n<p>foto da Bud Light do an\u00fancio Tag Your Bud Knight<\/p>\n<\/li>\n\n\n\n<li>\n<p>Doritos e Sprite com Peter Dinklage e Morgan Freeman<\/p>\n<\/li>\n\n\n\n<li>\n<p>Avocados do an\u00fancio do M\u00e9xico<\/p>\n<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-top-mencoes-e-imagens-no-twitter\">Top Men\u00e7\u00f5es e Imagens no Twitter<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-top-3-hashtags\">Top 3 hashtags<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p>#Guacworld<\/p>\n<\/li>\n\n\n\n<li>\n<p>#Sweepstakes<\/p>\n<\/li>\n\n\n\n<li>\n<p>#Teamtabasco<\/p>\n<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-top-3-palavras\">Top 3 palavras<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p>GuacWorld<\/p>\n<\/li>\n\n\n\n<li>\n<p>TeamTabasco<\/p>\n<\/li>\n\n\n\n<li>\n<p>Trucks<\/p>\n<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-top-3-imagens\">Top 3 imagens<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p>Cindy Crawford do an\u00fancio da Pepsi<\/p>\n<\/li>\n\n\n\n<li>\n<p>Justin Timberlake no show de intervalo<\/p>\n<\/li>\n\n\n\n<li>\n<p>foto da Bud Light do an\u00fancio Tag Your Bud Knight<\/p>\n<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-top-fotos-de-logos-e-de-comida-no-twitter\">Top fotos de logos e de comida no Twitter<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-top-5-logos\">Top 5 logos<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p>Avocados From Mexico<\/p>\n<\/li>\n\n\n\n<li>\n<p>Pringles<\/p>\n<\/li>\n\n\n\n<li>\n<p>Philadelphia Eagles<\/p>\n<\/li>\n\n\n\n<li>\n<p>Pepsi<\/p>\n<\/li>\n\n\n\n<li>\n<p>Fox Sports<\/p>\n<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-top-5-comidas\">Top 5 comidas<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p>asas de frango<\/p>\n<\/li>\n\n\n\n<li>\n<p>pizza<\/p>\n<\/li>\n\n\n\n<li>\n<p>costela e canjica<\/p>\n<\/li>\n\n\n\n<li>\n<p>cerveja<\/p>\n<\/li>\n\n\n\n<li>\n<p>sandu\u00edche na baguete<\/p>\n<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-top-fotos-de-logos-e-de-comida-no-instagram\">Top fotos de logos e de comida no Instagram<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-top-5-logos-1\">Top 5 logos<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p>Avocados From Mexico<\/p>\n<\/li>\n\n\n\n<li>\n<p>Pringles<\/p>\n<\/li>\n\n\n\n<li>\n<p>Philadelphia Eagles<\/p>\n<\/li>\n\n\n\n<li>\n<p>Pepsi<\/p>\n<\/li>\n\n\n\n<li>\n<p>Fox Sports<\/p>\n<\/li>\n<\/ol>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-top-5-comidas-1\">Top 5 comidas<\/h4>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\n<p>asas de frango<\/p>\n<\/li>\n\n\n\n<li>\n<p>Pizza<\/p>\n<\/li>\n\n\n\n<li>\n<p>costela e canjica<\/p>\n<\/li>\n\n\n\n<li>\n<p>cerveja<\/p>\n<\/li>\n\n\n\n<li>\n<p>sandu\u00edche na baguete<\/p>\n<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-como-a-lids-se-conecta-com-fas-do-super-bowl-em-tempo-real\">Como a LIDS se conecta com f\u00e3s do Super Bowl em tempo real<\/h2>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><b><i>Com Social Studio do Salesforce Marketing Cloud, n\u00f3s conseguimos nos aproximar dos di\u00e1logos sobre a LIDS. Sabemos o que os consumidores est\u00e3o dizendo e nos comunicamos em um n\u00edvel pessoal, propondo ofertas, produtos e ofertas antes, durante e depois do Super Bowl.<\/i><\/b><\/p>\n<cite>Jeff Pearson<\/cite><\/blockquote>\n<span class=\"citation-role\">vice-presidente s\u00eanior de marketing e e-commerce da LIDS<\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Compartilhar no LinkedIn (abre em uma nova guia)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fbr%2Fblog%2Fsalesforce-mostra-o-que-bombou-sobre-super-bowl-nas-midias-sociais%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Salesforce%20mostra%20o%20que%20bombou%20sobre%20Super%20Bowl%20nas%20m%C3%ADdias%20sociais\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Compartilhar no Twitter (abre em uma nova guia)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Salesforce%20mostra%20o%20que%20bombou%20sobre%20Super%20Bowl%20nas%20m%C3%ADdias%20sociais&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fbr%2Fblog%2Fsalesforce-mostra-o-que-bombou-sobre-super-bowl-nas-midias-sociais%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Compartilhar no Facebook (abre em uma guia)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fbr%2Fblog%2Fsalesforce-mostra-o-que-bombou-sobre-super-bowl-nas-midias-sociais%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Salesforce mostra o que bombou sobre Super Bowl nas m\u00eddias sociais\" https:\/\/www.salesforce.com\/br\/blog\/salesforce-mostra-o-que-bombou-sobre-super-bowl-nas-midias-sociais\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p>Embora os Philadelphia Eagles tenham ganhado o Super Bowl neste ano, os profissionais de marketing parecem ser os verdadeiros campe\u00f5es em todas as edi\u00e7\u00f5es. Deixando a pontua\u00e7\u00e3o de lado, LIDS, o varejista norte-americano especializado em produtos esportivos, sabe que o dia do Super Bowl \u00e9 um momento chave para a marca. Focada nos desejos e necessidades de seus clientes, a LIDS utilizou o Social Studio para engajar o p\u00fablico com discuss\u00f5es e conte\u00fados sobre o Super Bowl deste ano.<\/p>\n\n\n\n<p>LIDS monitorou sua hashtag, #SBLIDS, no Twitter e Instagram para compreender como as pessoas se comunicavam durante o jogo a respeito de sua marca. A hashtag tamb\u00e9m era usada para oferecer cart\u00f5es de presente para alguns usu\u00e1rios selecionados. Al\u00e9m disso, a LIDS agendou posts rascunho para rede social para que ent\u00e3o pudesse public\u00e1-los imediatamente depois do jogo com base no vencedor.<\/p>\n\n\n\n<p>&#8220;A forma como as pessoas acompanham uma partida ao vivo \u00e9 muito diferente hoje do que h\u00e1 uma d\u00e9cada. Enquanto as pessoas est\u00e3o vidradas nas TVs vendo grandes eventos como o Super Bowl, elas tamb\u00e9m usam constantemente a m\u00eddia social e outras formas de conte\u00fado digital. Para a LIDS, isso significa conhecer e engajar clientes onde quer que eles estejam, e Salesforce Marketing Cloud nos permite fazer isso&#8221;, disse Jeff Pearson, vice-presidente s\u00eanior de marketing e e-commerce da LIDS.<\/p>\n\n\n\n<p>&#8220;Com Social Studio do Salesforce Marketing Cloud, n\u00f3s conseguimos nos aproximar dos di\u00e1logos sobre a LIDS. Sabemos o que os consumidores est\u00e3o dizendo e nos comunicamos em um n\u00edvel pessoal, propondo ofertas, produtos e ofertas antes, durante e depois do Super Bowl. Independentemente do resultado de um jogo, essa \u00e9 uma grande vit\u00f3ria para n\u00f3s.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-metodologia\">Metodologia<\/h2>\n\n\n\n<p>O Salesforce Marketing Cloud \u00e9 a plataforma n\u00ba 1 para alavancar o engajamento dos consumidores. Como parte do Salesforce Marketing Cloud, o Social Studio permite aos profissionais de marketing entenderem como os consumidores est\u00e3o engajando suas marcas, e entregar comunica\u00e7\u00f5es personalizadas, ofertas e conte\u00fado para consumidores atrav\u00e9s de todas as redes.<\/p>\n\n\n\n<p>O mecanismo de ouvir do Social Studio identifica di\u00e1logos em redes como Facebook, Twitter, YouTube, Pinterest, blogs e outros canais a partir de palavras e imagens. Uma vez que o Social Studio colete as conversas baseadas nas palavras-chaves, resultados s\u00e3o analisados em pain\u00e9is destacando os principais influenciadores, hashtags, sentimentos, palavras mais mencionadas e outros temas, assim como imagens no Twitter e Instagram por meio do Einstein Vision for Social Studio, o que identifica imagens por meio de quatro tipos de classificadores, incluindo logotipos, cenas, alimentos e objetos.<\/p>\n\n\n\n<p>Em fevereiro 4 de 2018 de 8:00 AM e 8 PM hor\u00e1rio do Pac\u00edfico, a Salesforce utilizou o Social Studio para identificar as principais men\u00e7\u00f5es e as imagens mais populares compartilhadas no Twitter e no Instagram relacionados aos principais anunciantes durante o Super Bowl.<\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Marketing no WhatsApp<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Neste guia, voc\u00ea descobre os fundamentos do marketing conversacional e como o WhatsApp tornou-se a plataforma mais popular dessa estrat\u00e9gia para empresas e clientes.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/br\/form\/marketing\/conversational-marketing-with-whatsapp\/\">Baixar e-book<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/uploads\/sites\/6\/2016\/02\/whatsapp-ebook-form-page-v2.png\" class=\"attachment-full size-full\" alt=\"marketing no whatsapp\" srcset=\"https:\/\/www.salesforce.com\/br\/blog\/wp-content\/uploads\/sites\/6\/2016\/02\/whatsapp-ebook-form-page-v2.png 768w, 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