Good afternoon. We're here at Summit Studio
to talk to Fábio Ricotta.
He's the CEO and also founder of Agência Mestre,
besides being one of the greatest names in Brazilian performance marketing
since 2000, right Fábio?
Yeah. I've been in the market for a while.
Great. Welcome!
To start, I'd like to ask you
what do you think about voice devices,
such as Google Home and Alexa,
are they going to influence companies digital marketing strategies?
Wow, I think you have guessed a portion of my lecture.
In a little while I'll show that to whoever is here,
but who isn't may get the material later.
I'll show a little of an event to which I attended in the US
where we discussed a lot about how the use voice assistants
are changing user behavior.
It's a new web interaction layer.
This and chatbots, which are whether you want it or not,
more automatic forms of dealing with the user,
are going to allow voice scale.
So, voice is a nice layer for you to chat,
but along with chatbots you will be able to
take actions such as buying groceries, ordering a pizza,
without touching the computer, simply by talking at your home.
We saw a Microsoft lecture, company that was with us last year,
I'm not sure about this year,
but they were here at the Summit.
They said in the US that inside Cortana there is
a way for you to schedule a flight, just talking to it
and these travel booking assistants.
It makes hotel and flight reservations
and even asks
"would you like to stay in the same hotel you did last year?"
"Would you also like to stay until Saturday as you did before?"
You know? It's a very nice layer.
I believe in the next five years we will see
or have a very cool experience with voice.
But to me, the challenge is still Portuguese Language.
In the US, because of English, I think it's a very cool thing.
We must wait and see, right?
I think it's a trend, which has no turning back.
People do not want to interact with a device by touching it.
We want to speak naturally, as we do with a person.
-To touch is more mainstream. -Yeah, it's mainstream. Good one.
And you said you've been to many international events.
I also follow your trips.
What were the main insights
you had in 2017 during these events?
First this, regarding voice devices with chatbot layer.
This, to me, was the most disruptive.
And the one that most affects the market I'm in,
which is linked to search,
very connected to marketing automation.
So, this changes my market.
I need to be there, otherwise, I have nothing to do.
But beside this,
maybe I'd say chatbot is one thing.
I know I talked about voice and chatbot,
but chatbot is still something quite new in Brazil.
Maybe Brazilians need
implementations that really make sense.
Not just to press a button on Facebook,
but the ones that are useful to them.
We see some very cool applications in the US
and I'm keeping an eye on how I can help
my clients to implement this in a disruptive way.
I think these two are the main ones in digital marketing.
The voice, or the use of voice devices and chatbots
are the most mainstream.
Now, from Google we see that content is becoming increasingly important.
The more you measure...
I'm going to talk a bit about that in my lecture.
I believe we are in the attention era.
So, if you look out there, you guys watching the video,
here in the background, probably there must be...
from the 50 people there, 20 are touching their cell right now.
So, we are competing for attention,
lectures are competing for attention,
with that Facebook friend, with WhatsApp.
For how long do you have the user's attention?
It's no longer if the user visits your website,
but how much time of his life he dedicates to you.
I'd say this is the attention era.
We had the information era and the ones before that,
but now, it's the attention era.
How much attention do we really pay to your brand?
So, we have some ways to measure that.
Maybe a beta version, not ideal.
But that is something I also see as disruptive.
Tell me one thing.
Today, a company with a small budget,
has little authority on internet
and doesn't have someone dedicated to it, so how can they do SEO?
I think...
When I started I also did not have budget.
I'm going to use my own example: I woke up earlier.
As company owner, I had to wake up a little earlier,
an hour earlier and invest in content creation,
because in the end, maybe for a young company
or even an old one, let's call it like that,
which has no budget to hire someone,
the founder may be
the most efficient person to talk about the product
and about the experiences he had with clients.
So, it's to talk and try to remember
the last 50 meetings I had,
what were the pains they told me about.
Not objections to my product, but what was the pain?
"I'd like to sell more",
"I'd like to do this",
"my dream is to do that".
Then you talk about that in the articles and not about how to implement,
talk about dreams so others can identify.
I think this is the first layer.
The second, in this modern world of ours,
isn't here now, but is the cell phone, which is very practical
and a business owner or a company with limited budget
can record a video with it, post on YouTube
and have a channel that is the second largest searcher in the world.
Many people are looking at it and maybe your customer is there.
A third layer with video is LinkedIn, for example.
I started publishing videos on LinkedIn now.
I used to publish other things, but now I'm just with videos.
It's a nice network for you to find people
interested in developing themselves professionally.
They may be clients,
or people you end up working with.
But it's a premium network, as I call it.
So, if I post a video there, and ten people like it, it's great.
I was just talking about that with people from Surfe.
Precisely about that.
Man, if you create a video
and one person likes it, you fulfilled your mission.
It doesn't have to be one million.
I don't need to be Whindersson Nunes and have 30 million followers.
I need to reach my audience.
If my audience is 10, 20 or 30 in the beginning, it's great.
For sure, video is also perpetuity.
I make a video and it lasts for as long as I want to use it.
It can be on YouTube, or on Facebook,
on Instagram, or on LinkedIn.
You have many medias to use.
So, if you can start
and you like to write, do it.
You don't like to write? Record a video.
You don't like writing nor making videos, your company will die.
-That's all I have to say. -But there's voice, right?
-If we think about podcast. -Podcast!
-It's something we use a lot. -Yes.
Brazilians use Spotify a lot,
so to have a track on Spotify is very nice,
-Very nice. -Or on SoundCloud.
There are ways.
There are moments that if you get 10, 20 minutes a day
to invest in content creation,
media, whatever, I think it really helps.
The first marketing evangelist has to be the owner.
In my opinion, if he doesn't do it, and doesn't feel how it is,
if he doesn't try the contact with the client, it gets fake.
I think not only the owner, but employees as well.
If neither employees nor the owner buy the idea
and put that on Facebook, on social networks,
why would I do that?
-Right? -Exactly.
So, this is the movement.
A point I brought,
is that you use Instagram a lot, but mainly
Instagram Stories.
This is a new thing, if you think about it.
How is your audience receptivity to it?
It was different because I was trying
to find out how to do something different on Instagram.
I didn't want...
I told you a few times and I also said that in lectures.
In my life, I wake up in the morning, go to work, I don't eat in fancy places,
I don't go to gym saying "I'm going to work out".
No, my life is normal.
I come to an event and cover that.
That's all I did.
Ok. But how can I add value to that
to people that go to my Instagram,
to see stories. To dedicate 15 seconds of their lives.
There we see a little of that attention.
How can I create value so that people
dedicate some of their lives' seconds to me?
And I had an insight when I was designing a lecture and I said...
I came back from the lecture and said,
"Man, I could do that on Instagram later.
It would be nice to share it in that way."
When I looked at the paper, I thought about doing it from zero with people.
When I did it, I got a message like:
"It was the most useful thing I've ever seen on Stories."
And until today, when I post on Stories, people say:
"I've never seen that." "It's great."
"I've been following for two days and it's wonderful."
So, receptivity is great because nobody does the same.
When people look and say, "How come I never thought of that?"
I feel good because it's that moment I'm at home,
I'm calm, sharing myself with people
who are there in the market and tomorrow may even be my client.
They may work with me or not.
We may simply bump into each other in an event,
and they may say: "Man, you helped me".
-That's what I want. -It's nice for rapport too, right?
I think to break the ice, even in a business meeting.
Sometimes people look and say: "I follow that notebook.
Does it really exist?" And I say: "It does, look, it's right here."
And they go: "I'd pay good money for that."
-A good deal. -Yeah, it would be a good deal.
I've had some offers already. But it's still not for sale.
It still has some pages left to draw.
But I think that is the vibe.
The more you dedicate yourself to others,
the more you get a nice connection with them.
To finish,
there's a question everyone wants to make.
What are the SEO and digital marketing projections
for 2018 in which you believe?
I believe that from these people
you see here in the background maybe 5% know how to do SEO.
I get excited because I'm from a generation,
let's call it SEO 1.0.
I've seen events, not like Summit now, with 8 thousand,
but events with 500, 800, 1,200 people only about SEO in Brazil.
That was a golden era, as we called it,
2008, 2009, 2010, with events focused only on SEO.
Today, people say
"I'm going to do content marketing",
"I'm going to do inboud",
"I'm going to write a good e-mail track",
"I'm going to do a good FaceAds campaign".
"And do you do SEO?" "Oh, I'm starting that."
I see that as opportunity.
I think 2008... 2018, sorry!
2018 is going to be a very nice year
for people to give a step forward.
They will see that it's not any content that gets a god position on Google.
It's not just posting content.
Besides understanding the user, I must think
how Google will understand all this information.
So, I believe SEO is going to grow a lot in the next 2, 3 years in Brazil
and we are going to benefit from that growth.
-Thank you, Fábio. -Don't mention it, Manu!
We talked here at Studio Summit with Fabio Ricotta.
-See you! -Thanks!
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