140 is the digital unit of the Art Presse PR agency. It is geared specifically towards social media consulting and management. 140 offers intelligence and operational services for companies — which we call Digital Management — with the goal of contributing to the construction and strengthening of their image in this new environment.
Most companies are already present in the digital sphere through websites or social media outlets — such as Twitter, Facebook, LinkedIn, Instagram — however, they aren’t necessarily present in an organized and/or active manner. These “social” medias need to be constantly updated with a specific strategy in mind in line with how a company wishes to relate to its target audiences.
140 was created as a means of using social media to generate value for companies, solidifying the brand’s digital presence in this sphere of interaction.
Projects led by 140 create a legitimate brand presence on Web 2.0 in line with creating authorial content (which assures its relevance), authority (credibility) and indexing keywords related to the brand on the internet in order to optimize visibility and presence.
All consulting and managerial work is undertaken under the auspices of Public Relations and targeted communication, in other words, strategies are created to mirror the brand itself, keeping its DNA, principles and values constant throughout all communications.
One name, one question
The name “140” came about as an allusion to Twitter, the microblog that introduced the concept of expression and information sharing via short texts of only up to 140 characters in length (Originally, users were incited to answer “What are you doing?”, a question that was later altered to “What’s happening?”.). By the way: “cento e quarenta” (or www.centoe quarenta.com.br) means “one hundred and forty” in Portuguese.
140 has consultants with experience in a myriad of disciplines, from Public Relations and Journalism to Advocacy and Information Technology. They work together in establishing diagnostic reports, formulating strategies, mapping social media relations and managing contacts.
One of the greatest challenges for people and companies who wish to obtain good results through social media is knowing why, when and how to act. 140, with its multidisciplinary approach, developed a line of services that encompasses the various stages involved in this process, which can provide successful social media presence.
CONSULTING: A well defined strategy is necessary before starting a branding process on social media. 140 carries a group of specialists that combine social network know-how with Public Relations and Public Opinion. They assemble strategies that have clear and measurable objectives.
DIGITAL MODELING: The process of defining how brands should act on social media, as well as establishing the processes, people, language and types of media to be used.
DIGITAL MANAGEMENT: 140 provides content production services as well as selection, editing and image treatment (photo and video) for sites, blogs and social media outlets. Specialists also take care of brand —> user interactions.
CRISIS MANAGEMENT: 140 has professional PR and Public Opinion teams that are apt in providing consulting services, monitoring, preventing and intervening in situations of crisis that may occur on social media.
SENTIMENT ANALYSIS (SAM): Beyond accounting for the levels of positive, negative and neutral feedback, SAM quickly and automatically delivers a “Sentiment Analysis” report on people in relation to brands (as well as products, services, people, facts or specific subjects).
SAM’s methodology combines artificially intelligent tools with the work of communications and public opinion specialists in order to evaluate what is being said in the virtual world.
Through this methodology, managers can quickly identify the main interactions and behaviors taking place, as well as the arguments that promote or hinder brands. By doing so, they are able to offer decision making materials and solutions that are based on facts presented in an organized fashion.
The system identifies and maps not only brand ambassadors (consumers who speak well of the product) but also brand “destroyers” — unsatisfied consumers who can exercise sizable influence on social networks.
SAM provides a very useful solution for larger corporations that administer consumer brands, advertisers and agencies that want to evaluate publicity campaigns, companies whose brands are being attacked and have to manage a crisis, businesspeople, corporate communication managers, celebrities, societies and companies that have dealings in the stock market, among others.
The culture of Internet 2.0 is based on dialogue, on conversations in between “human beings” — not bits, bytes or machines. Users are connected constantly and want human answers that are relevant to their demands.
Brands have to participate in this chain, presenting their values and principles in a humble, honest and agile manner. Social media has created novel means for people to communicate amongst themselves, it has hastened the pace of communication. The concept remains similar to that of a telegram: where messages are short, summarized, abbreviated.
This concept has been explored in depth by microblogs, which introduced questions like “What are you doing?” and “What are you thinking?”. Twitter was the first microblogging service to bring up these questions, in 2006, but others (like Facebook) have followed suit.
The internet now houses a “message minimization” culture — mini-stories, thoughts and opinions made up of short sentences that reflect moods, recommendations, compliments, criticism or observations.
The texts (or posts), are short, telegraphic, written quickly and with few characters (such as the 140 characters allowed by Twitter). The so called “social media outlets” are very different from forms of “commercial”, printed, electronic or online media. The latter have “filters” — control systems that bar personalization and the dispersal of incorrect information (though both these might eventually occur).
Commercial forms of media have “look and feel” editorial concepts and structures, and are produced by journalists that orient and sift through information, without necessarily personalizing it (except in investigative or opinion-based articles, such as reviews).
“Social media outlets”, as the name suggests, are “medias”, means through which information is transmitted, be it in the form of general expressions, recommendations, complaints or compliments. They are “social” for they unite groups of people who know one another (friends, classmates, colleagues, etc) or have common interests. When reaching the “viral” stage, these outlets can reach a massive amount of people: millions.
Brazilians make use of social media daily — at home, at work, at internet cafés and even in traffic — using mobile gadgets such as phones and tablets. Outlets browsed range from “information aggregators”, or “search engines” (Google, Bing, Yahoo, Lycos, etc), to blogs and “social networks” like Twitter, Facebook, Instagram, Tumblr, Pinterest, LinkedIn and YouTube, among others.
Social media users can be narrowed down into different groups, clusters or collectives: active users (90% of everything published on Twitter is generated by only 10% of these users), the complainers, the show-offs, the shy, the discreet, the angry, the spontaneous, the critical, the analytic, the copy cats (reposters of videos, poems, news, etc), the gamers, the talkative, the exclusive, so on and so forth. These users, sans filter, share inputs regularly on everything they see, hear and do.
Social media networks are a natural segue from organized communities such as leagues, community groups, associations and clubs. In addition, these virtual networks have a much broader scope since their reach is that much more extensive.
Brands who understand how to extend their reach via the internet and social networks gain sympathy, more consumers, and a valuable space for monitoring and interaction.
140’s work begins with the study of a brand’s digital presence, with the goal of developing a model and adapting its “personality”; in other words, establishing a basis for digital branding. This is an important phase. 140’s professionals come from a Public Relations background — a discipline of communication that studies and makes use of the manner in which people influence and are influenced by others. At this point in the process, consultants garner an understanding of the company’s culture, in-depth knowledge of products, services and key points of interest to be highlighted to the market. This is when accounts are adjusted and new models are implemented.
An editorial groundwork plan is established in order to outline strategies for production, editing, and insertion of relevant content on Facebook pages, blogs, or other social media outlets. We believe that, from a Public Relations standpoint, there are opportunities to produce series of indexed content. On Google — the top information aggregator — the “best” option is always the one that ranks highest in the indexing process, and thus appears most prominently as a search result.
The “Tribes” (or clusters)
140 commissioned psychologist Evelyn Rozenbaum, from Usina de Pesquisa, to complete a specialized consultancy on understanding the motivation of individuals and groups, a study about users who use social networks. For four weeks, the researcher shadowed “key-personalities” in order to outline the main types that inhabit this network.
The study, entitled “Facebook: Tribe Segmentation”, had the following objectives: 1) identifying diverse clusters (tribes and groupings) and the manner in which these users use social networks; 2) understanding the specific language of each of these groups and how they interact amongst each other and with the network itself; 3) understanding what these communities search for, what they think and what delights them; 4) getting to know the codes behind communication and inter-user interaction.
The study identified seven major Facebook profiles — “Gamer”, “Timid”, “Hip”, “Spontaneous”, “Show-off/Needy”, “Quasi Journalist”, and “Complainer/Critic”.
Gamers are made up of users who join social networks in response to their friends having joined them as well. Their main characteristic is that they have a lot of free time and do not participate in other social networks. Users of this type aim to play games, pass time and have fun. Their gamer friends are not a part of their everyday or “real” life. They spend an average of 4 hours a day connected, basically just playing games. They use social networks as a means of entertainment and substitute television for interactive games.
The Timid type is typified by users who joined social networks due to invitations from friends, colleagues or family members. They connect to social media sporadically — usually when they receive email notifications about account activity. They spend around 15 minutes per day or 1 hour per week connected to social networks. They mainly use the network for its “birthday” function, leaving messages for those whose birthday it is. When they have free time, they browse Facebook as voyeurs. They also participate in other social networks such as LinkedIn.
The Hip types are highly connected and well-informed on current trends and offers. Social networks have been a part of their lives since before the “boom”. They use Facebook intensely to communicate with friends and followers. They post photos of their everyday — fragments of their lives — and communicate through posts, photos, links, videos and music. An interesting detail is that these “hip” types post in different languages: they don’t see boundaries and consider Facebook a big public square where they can run into friends and meet new people.
The Show-off/Needy types joined social networks because their friends and prospects were already there. They are always connected and also participate in other social networks, such as Twitter or LinkedIn. This type of user always comments on posts in fear of “missing out on something” — even from people they don’t know. They post about everything that happens in their lives — their page/profile is an open diary.
The Spontaneous types access social media through all possible means and gadgets, such as cell phones, tablets and computers. They sign in daily. To them, everything is post-able and shareable. Most ‘friends’ are people they know in real life. These users have criteria for adding new friends: 1) people they know; 2) people with similar interests; 3) people that share at least 1 common friend. They have around 300+ friends and know the majority of them personally. They have no critical sense over what they post, subjects range from banal everyday commentary to media articles. They do not necessarily use the best language and do not care about the repercussions of what they post, or whether people understand what they are trying to say — the important thing to them is writing about what they are feeling and experiencing in real time.
Quasi Journalists are connected all day long — be it via a computer or any other means. They are generally also active on Twitter. They repost the best articles they find and always comment on what they read and see. They are considered a “reliable and credible source” of information by their friends and followers. The “quasi journalists” actively participate in social media over the course of the day (through an average of 5 posts on their daily life). They also post poems and philosophical phrases several times a day. This group is connected to many ‘friends’, 200+. They know the great majority of the people they are connected to personally and their main criteria for adding new friends is having friends in common.
Complainers/Critics found in social media an outlet to express themselves and “exorcise” their feelings, frustrations and opinions. They are always connected and use social networks similarly to how someone might use a megaphone in a public park. This group noticed the viral power of social networks; through them, they can easily be “read” by other users and companies. They always comment on posts and are critical of everything and everyone. Complaint websites, newspaper and magazines have facilitated their plight by providing direct links to social media outlets.