Waching daily Feb 2 2018

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!

For more infomation >> O futuro dos dispositivos de voz com Fábio Ricotta | Studio RD Summit - Duration: 10:55.

-------------------------------------------

La liposucción de Buda - Eduardo del Llano (Cuba) Political Correctness en la Peña de Frank Delgado, - Duration: 16:08.

For more infomation >> La liposucción de Buda - Eduardo del Llano (Cuba) Political Correctness en la Peña de Frank Delgado, - Duration: 16:08.

-------------------------------------------

Combattre la tension artérielle, le cholestérol et réduire le risque d'AVC et de crise cardiaque - Duration: 7:45.

For more infomation >> Combattre la tension artérielle, le cholestérol et réduire le risque d'AVC et de crise cardiaque - Duration: 7:45.

-------------------------------------------

LOMBRICULTURA, CÓMO RETIRAR LAS LOMBRICES DE UN CAJÓN ÚNICO, COSECHA DE HUMUS - Duration: 16:23.

For more infomation >> LOMBRICULTURA, CÓMO RETIRAR LAS LOMBRICES DE UN CAJÓN ÚNICO, COSECHA DE HUMUS - Duration: 16:23.

-------------------------------------------

Las Noticias de la mañana, viernes 2 de febrero de 2018 | Noticiero | Telemundo - Duration: 3:57.

For more infomation >> Las Noticias de la mañana, viernes 2 de febrero de 2018 | Noticiero | Telemundo - Duration: 3:57.

-------------------------------------------

Dicas de ouro sobre Marketing de Conteúdo, com Rafael Rez | Studio RD Summit - Duration: 11:22.

Hello guys! I'm Bruno Volpato

from RD's Content Team.

I'm here today to chat with a very knowledgeable guy, Rafael Rez.

He is here at the Summit to talk about sales psychology,

the conversion tactics

that are being ignored by marketing professionals today.

Hi Rafael, how are you?

How are you?

-It's a pleasure. -It's nice having you here.

So, the my first question I have,

you don't need to give us everything,

but I'd like to know one of these tactics

of these tactics that are being ignored

by conversion marketing professionals.

What happens a lot in the inbound universe

is people focusing a lot on the funnel

and then marketing becomes too technical.

They forget that humans are moved by emotions,

decisions we make are very much based on emotions

and later justified rationally.

So, when we choose a supplier,

customer service, for example, plays an important role.

And then, many people focus on building a funnel,

which is essential, buy they forget to work on customer service

at the end of the funnel.

Then we have a very low conversion rate.

When you humanize customer services and personalize it

your lead, your potential client on the other side,

feels more welcome.

And that increases drastically your conversion rate.

So, one portion of the result comes from automation

and the other comes from this humanization of the service

and this personalization of the relationship with the lead,

with the client.

And nowadays we have been talking a lot,

more and more, about content production,

marketing content. You are known

as one of major Brazilian specialists in this area.

What would you say to someone who is starting

who wants to get into this now. I saw that my company needs it

but there are too many people doing it.

What can I do? How can my company stand out?

I think the first thing is look inside.

It's to understand your goals with content production

and to understand what your clients are looking for

in terms of information.

So, one thing I always do in all consulting projects,

I always suggest the students to do and I also teach that a lot in my book,

is to research about your clients.

to understand what are their real demands.

And many people use technology as research tools.

So, they use key words in searching engines,

a competitive analysis tool.

A competition analysis tool.

But they focus too much on the tool.

I usually say that you must focus first

On conversations with people.

Call your lead and say:

"Listen, when you were looking for a solution,

what made a difference to you?

What information you didn't find?

What helped you to make a decision?

What made you choose

our company or the competition?"

To understand these client's emotional demands

and the doubts they have in each phase of the process

helps a lot to create a differentiated content.

Today, there's a lot of content production,

But there are many which are just pro forma,

just so it appears as key words

to be sent in an automation,

to fulfill a step in a funnel,

but not thinking about the lead.

Not thinking about the client's demands.

It's thinking of fulfilling part of a funnel structure.

And then, things don't work well.

When you understand who your clients really are

and you establish a human conversation with them,

this works better.

So, to those who are starting, my main tip is

to get the five last leads that did not hire your company,

call them and ask:

"Why didn't you choose us?"

You're going to map a bunch of flaws in your process,

in your relationships, in your content.

Then you can develop content to correct the flaws.

This will work as magic.

This happens a lot, right? People think about content production,

they want to get the sale and forget the analysis during the process.

How do you see the analysis process,

from the first content until the sale.

Like, how can someone pull things in this direction?

We, as marketing professionals, tend to

look at it too linearly, right?

The top of the funnel,

the middle of the funnel and the bottom.

Automation stages, content offer. What I'm going to offer.

To the client, to the lead,

this is not such a linear process, right?

They come and go inside the process.

Thus, some things are known to be more functional.

So, it's obvious that an e-book

at the beginning of this funnel helps a lot,

but 90% of the people that download an e-book don't read it.

I ask these questions every year during my lectures here at the Summit.

I ask: "How many people here have

downloaded an e-book and never read it?"

The entire room raises the hand.

Then I give them the question, right?

What is a content that is read by no one good for?

Then you have to stop and analyze that.

At this stage, what does my client need to know?

So, if instead of offering a 10-page e-book,

you offer an article of two pages and a five-minute video,

it might work better, right?

In many cases, this is a nice trick,

that we've learned analyzing many cases,

people do not read the e-book,

but they watch the video on the thank-you page.

So, you make the landing page for the e-book captivation,

Redirect the lead to a page

"Thank you. Your e-book will be sent in two minutes to your e-mail.

But before that, let me tell you what you will find there.

In this e-book we are going to teach you five steps

for you to choose the supplier

The first, the second and the third of them..."

So, what are you doing? You delivered a summary of the content

In the thank-you page video.

So, the lead may not read the e-book,

but he assimilated your content.

And this you learn analyzing what works and what doesn't.

This metrics culture, to stop and think,

to talk to the lead,

to make tests, to see what fits best to your reality,

to your market, this is growing a lot.

Yesterday, during Supersonic's Rafael Demasiano's lecture,

he mentioned in the advanced track,

a lecture about AB, that is quite a rough subject,

quite complex, more advanced.

A thousand people watching, interested, engaged,

paying attention, taking notes, taking pictures of the slides.

So, we see that the whole market is growing quite fast.

And the companies are learning how to analyze it

and give steps strategically.

Instead of: "I'm going to make 16 post a month".

Hold on, do your clients have time to read 16 posts a month?

Wouldn't it be more interesting to have two deeper posts

and offer a summary to people

who don't have time than to make 16 posts?

"Oh, but if I make 16,

I'm going to be better positioned in Google's ranking".

Is your client looking for you on Google?

Are you producing content with the correct key words?

So, to stop and ask the challenging questions

is what makes our content evolve faster.

So, the analysis is even more important

during planning then execution.

If you analyze things wrong, you'll execute things wrong.

And then, to reanalyze what you have already executed.

You promoted content, produced e-books, posts, videos.

Stop and check what is bringing you leads.

Especially what content was consumed by the leads that closed the deal,

So that we don't produce content that generates audience,

but not conversion.

And you mentioned now, for example,

excess content production.

We see a lot for 2018

everyone migrating to video, producing videos like crazy.

Do you think this is really a tendency for 2018

our timelines packed with videos content

and having an even bigger war for our attention?

I have no doubt about that.

We just need to stop and look at the market.

Ten years ago, in 2007, we lived in the Mesozoic era.

There weren't IPads nor IPones.

You arrived at your friend's house and there wasn't an wi-fi.

Brazil's largest broadband internet was Speedy with 500K.

Nowadays, if you get at someone's home with 500K, you cry.

And people had the habit to consume text.

Everyone wanted to be a blogger.

Ten years later, everyone wants to be Youtuber.

Now, it's cool to be a Digital Influencer

with a big Youtube channel.

So, nobody is a blogger anymore. Today everyone is influencer.

It's only natural that we want to consume more video content.

Videos have a more human characteristic.

People make mistakes, they stutter.

They are ashamed to look at the camera,

they don't really know how to behave,

but that brings humanization.

You identify with it because it's a real person on the other side.

The video consumption is more natural to us.

We are used to watching TV, movies,

and Netflix series.

Our whole life we stare at that screen and receive information.

And today, that has migrated to the smatphone.

You take the screen in your pocket.

But it's an easier to incorporate kind of content

than the content you read.

I always joke during my lectures saying:

"do you remember when you were being alphabetized at 7?"

The teacher gave you a book to read

and what was the major question you had?

"Does it have pictures?"

Right? We don't like to read.

Naturally, this is not human behavior.

We only started using written language 3,5 thousand years ago.

It's been 500 thousand years that human beings

transfer knowledge orally.

So, it's more natural to our behavior

to consume videos than texts.

Obviously, each thing has its own moment.

A relationship content,

a top of the funnel content, a broader content,

it makes sense to be in video.

A deeper kind of content probably will have to be written.

Now, what is the best choice for you to create conversion?

It's a webinar, for you to create that scarcity moment,

you bring the lead live with you

You talk to this guy in video

and make an offer that will only be available at that moment.

Then you have a high conversion rate.

Why? Because you are on video and live.

We have seen lives growing a lot

and you are making an offer to whoever stopped

and paid attention to you in that moment.

So, it's an irreversible effect.

You can't ignore videos.

Well, guys, nothing is better than a conversation about video

to end this video with Rafael Rez.

I'd like to thank your attention.

Rafael, please, a last message to our followers.

I'd like to invite you, if you still don't know my book, access:

livromarketingdeconteudo.com.br

There you download the first 40 pages of my book for free

and if you like it, there's a link to Amazon

with discount for you to purchase my book,

and start going deeper into content marketing.

I have a Youtube channel as well: Rafael Rez.

There you will find a series of videos about digital marketing.

-Thanks guys! -See you.

For more infomation >> Dicas de ouro sobre Marketing de Conteúdo, com Rafael Rez | Studio RD Summit - Duration: 11:22.

-------------------------------------------

10 Aliments brûleurs de calories - France 365 - Duration: 8:58.

For more infomation >> 10 Aliments brûleurs de calories - France 365 - Duration: 8:58.

-------------------------------------------

Uomini e donne,Tina sarà cacciata via da Maria De Filippi? | Wind Zuiden - Duration: 3:31.

For more infomation >> Uomini e donne,Tina sarà cacciata via da Maria De Filippi? | Wind Zuiden - Duration: 3:31.

-------------------------------------------

Baixo estoque de leite preocupa Maternidade Dona Evangelina Rosa - Duration: 1:57.

For more infomation >> Baixo estoque de leite preocupa Maternidade Dona Evangelina Rosa - Duration: 1:57.

-------------------------------------------

Tommy Janssen kookt met groenten uit de kasteeltuin bij restaurant Bentinck - Duration: 2:32.

I come in early...

...First I walk around outside for a while...

Everything what grows here is so beautiful...

...We have some old breeds here that no one has, like purslane...

...the herbs, the vegetables. Everything has a different...

...flavour every day. So for my inspiration: crazy!

We are standing here in front of restaurant Bentinck, on country seat Amerongen...

Bentinck has the old horse stables.

It is an very accessible concept. There is something for everyone.

You literally eat in the stables, with a horse head above you.

So, great!

My vision, my style...

...a easily digestible kitchen...

With lots of vegetables en raw products...

Every dish has its own identity.

But all base on the garden...

...and the country seat we have here.

Now I have already made five menus...

And the rest will follow!

When I make a dish, I look at the products that are available...

What this place gives me...

A kohlrabi...

...comes directly from my garden. The I am going to taste it...

...and think how I am going to use it...

...what can I use next to it? Vegetables are often my base...

...But next to the vegetables a nice piece of...

...meat or fish...

...or totally vegetarian is also a possibility.

The most important for me is a nice sauce.

For me to be a chef...

...is very important...

I am so creative...

I can not sit still.

To work with the most beautiful products of the region...

...I am so happy to work with these products.

For more infomation >> Tommy Janssen kookt met groenten uit de kasteeltuin bij restaurant Bentinck - Duration: 2:32.

-------------------------------------------

TEN Trendletter 18 Quantum Computing: de race naar een échte supercomputer - Duration: 2:01.

Epidemics will be prevented

because we will be able to identify outbreaks months in advance.

There will be no more fatal consequences of natural disasters

as meteorologists will be able to predict the weather up to the minute,

or plot the optimal route to Mars using unlimited processing power.

It might seem a long way off,

but we are on the verge of major breakthroughs.

Because Quantum Computing, which is what we're talking about,

will solve many of the major problems in our world.

Quantum Computing is the next step in the technological era.

The unlimited processing power,

which makes the speed of standard computers pale into insignificance,

will enable us to produce detailed predictions in just a few minutes.

In short, Quantum Computing

is a combination of Quantum Mechanics and computer science.

While standard computers use a binary system

and bits that can only take two values, 0 or 1,

Quantum Computers process using Quantum Bits.

These Qubits can be 0 as well as 1 at the same time due to superposition,

which means the number of usable bits grows exponentially.

As soon as the Quantum Computer is available,

it will mean the end of today's computer encryption.

A Quantum Computer can break through it in seconds,

with all the resulting consequences related to

state secrets, payment traffic and cyber security.

On the other hand, it will make incredible applications within our reach.

Examples include molecular modelling in the pharmaceutical and chemical industries,

which will allow new medicines and materials to be developed.

Something that could considerably increase our life expectancy.

Tech giants like Google and IBM,

as well as countries such as China, are currently investing billions of dollars in research.

In the Netherlands TU Delft is working

on developing a Quantum Computer for Microsoft.

In fact, it's no longer a question of when the breakthrough will come,

but who will be the first to develop a usable Quantum Computer.

This will result in the world as we know it today

changing forever.

'The new human agenda',

as described by historian Yuval Noah Harari

in his bestseller Homo Deus,

is fast approaching.