Elis Oliveira, Global Director of Social Media at Dell Technologies, gave a speech during the exclusive launch of Mídia Market, Grupo ND’s media, marketing and sales-focused initiative, last Tuesday (31).

Alice Oliveira gave a lecture at the presentation of the new Grupo ND project – Photo: Leo Munoz/ND

On this occasion, Professor MBA ESPM (Escola Superior de Propaganda e Marketing) spoke about starting her career in an international company in 2006, the changes that have taken place in the social media group, the results and challenges we are facing now and in the future. . future.

Personal life vs professional life

Among the topics covered, Alice Oliveira highlighted the impact of the pandemic, explaining the “real life” of professionals, especially in relation to the move to the home office and the challenges of personal life. “A good professional is one who justifies himself at a meeting by saying that the child is crying or that he needs to take him to school.

This is real life, and one of the positive aspects of the pandemic was the humanization of the professional. After all, personal and professional life are one and the same. We need to look at this moment from different angles, both for our workgroups and for our clients, who also need to be humanized, ”he gives an example.

From a humanization perspective, Dell Technologies’ Global Director of Social Media talked about the importance of celebrating the victories along the way. “It is customary to have an excellent result and immediately plan a new conquest. However, it is important to celebrate, acknowledge and enjoy this moment, which was also a challenge,” he adds.

Marketing innovations and influencers

In more than 16 years at Dell Technologies, Alice Oliveira has also distinguished herself by presenting results, leading the marketing area in Brazil.

Alice Oliveira has worked at Dell for 16 years. Photo: Leo Munoz/ND

“When I took over the area, the same group that planned the strategy was also in charge of executing it. So it became more difficult to think in the long term, because you had to focus on the execution of the present. After a clear separation of these roles, we have achieved more stable results,” explained Alice Oliveira.

According to the speaker, the new organization of the social media team has brought effective results in the medium and long term. However, it was necessary to test each step and build case studies predicting future results.

“Among the challenges was to constantly maintain brand strengthening activities. If we already have a recognized brand, it is necessary to continue to assert this for the future, since this construction must be done now. Today’s result is the result of work developed in the past, with consistency over the years,” adds Alice Oliveira.

Regarding the content planning and marketing scenario, Alice Oliveira explained that it is necessary to reposition, think about a strategy focused on Brazil, consider the characteristics of the local market, use language and creative thinking for the population of the country.

“In the long term, the changes resulted in a significant increase in marketing ROI per year. (…) Television was one of our biggest bets, which proved to be quite effective as we were able to show the story of the brand to a wider audience,” he adds.

In addition, the social media strategy also played a key role in this result. In this environment, Alice Oliveira explains that the inclusion of influencers has brought positive results.

“We need to get the message across to customers also through their influencers, talking about their experiences. Brazil is the second country with the most influential influence. So this is an important strategy and it really works when a 360º approach is applied,” says the director, noting that the social media work developed in Brazil is an example for other countries.

future challenges

Finally, Alice Oliveira talked about the current “industrial revolution” due to the changes taking place in the technology sector, as well as the changing requirements of new customers.

“It’s all about technology, and we have to be ready not to follow trends, but to be ahead of them. The market is becoming even more competitive and it is becoming increasingly difficult to identify problems or new entrants. In addition, today everything is an experience, and customers are increasingly demanding not only about products, but also about brands and their goals. Because of this, we need to learn how to innovate and be aware of the fast movements that are happening,” he concludes.

Discover the media market

A select group of people on Tuesday evening (31) followed the exclusive launch of the unprecedented first-hand initiative. ND group in the media market, marketing and sales in Santa Catarina: Mussel Market.

The purpose of the action is to help the public to use their business through the media. Mídia Market is a partnership with ESPM. Content will be available for free.

Watch Alice Oliveira’s lecture in full: