5/1 Web Designer - Defining the internet through beautiful design

Please add updates@feedmyinbox.com to your address book to make sure you receive these messages in the future. Web Designer - Defining the internet through beautiful design Behind The Scenes with AKQA April 30, 2010 at 11:20 AM AKQA IS UNDOUBTEDLY one of the world's leading creative agencies. It employs hundreds of creatives, it has won numerous awards and boasts a portfolio packed with big name brands. The company was formed back in 1995, originally titled Digital Marketing, by current chairman Ajaz Ahmed along with three associates. Only in his early twenties Ajaz Ahmed slowly and meticulously expanded the company's repertoire and reputation. In 2001 the company took its next step into the big time forming an alliance with a leading management consulting firm and merging with a US-based advertising agency and Asian new media agency to form AKQA. The company has gone from strength to strength over the preceding years and has worked with some of the biggest global brands on the market today. Included in the AKQA list of clients are Coca-Cola, Nike, Virgin, Gap, McDonald's, Visa, Xbox 360, ESPN, Fiat, and Sky to name just a few. Memorable moments include a host of Nike campaigns, 90 Days of Football, Nike Summer Hoops, Ignite, Be Transformed and The Leap, all containing the slick graphics and cutting edge design that has become synonymous with one of the world's largest sportswear companies. Another huge campaign for AKQA was the Xbox 360 interface. A design that was to shape millions of gamers' lives, and at the same time enhancing the agency's already burgeoning reputation even further on a worldwide scale. Along with recognition comes expansion and AKQA now has offices across multiple locations including London, New York, Amsterdam and Shanghai and the company currently employs around 750 personnel. So it's busy, busy, busy at AKQA, but fortunately the kind folks there still found the time to talk to us at Web Designer. Here we get the lowdown on what's happening from head of CRD Andy Hood and associate creative director Chris Williams. Andy Hood | Head of CRD at AKQA WD: What was the original vision for AKQA's creative development department and how has the agency evolved since the early days? AH: At the end of the Nineties we saw the earliest signs of the emergence of rich user experiences through Shockwave and, at that time, some Java. It was clear to us that this was going to have a big impact on the future of the industry, but also that it spawned a new discipline. A designer was no longer technically proficient enough to implement his/her designs, and a developer may well not have the depth of understanding of user experience, motion and 'feel' to realise a designer's vision. Ten years ago the Creative Development team was created to bridge this divide between technologists and designers – developers with an appreciation for design and experience, physics and motion, who could at the same time discuss technical issues with software engineers. This connection between design and development has been an important ingredient forever. Few would argue that the explosion in rich user experience has fuelled innovation in recent years, and ! the competition between Adobe Flash and Microsoft Silverlight shows that it is still at the heart of the industry. The foresight ten years ago of the leaders at AKQA has placed the agency in an excellent position to exploit the rapid advances in technology to bring more and more rich and immersive experiences to users and clients. WD: From a design perspective, how does working with established brands compare with clients who offer more creative freedom? CW: AKQA always strives to create an innovative experience, and by the nature of our company our client brands give us the ability to do that. With established brands it's incredibly important to have a strong vision, and communicate concepts very clearly and concisely. A good example is eco:Drive, an application we developed for Fiat. They wanted to exploit the potential of Blue&Me, their in-car communication and entertainment system, but weren't sure how to do it. Blue&Me has the ability to collect information about the way people drive, so we suggested using it to help Fiat drivers lower their C02 emissions, and save fuel and money. Our solution was a fun and useful application that displays driving data in an easy-to-use format, helping people improve their fuel efficiency. To date eco:Drive has won a total of 15 industry awards, three of those accolades 'Grand Prix' titles. This project definitely wouldn't have been possible without! the substantial commitment of an established brand. Chris Williams | Associate creative director at AKQA WD: AKQA provides a diverse range of services. How many of the agency's employees are directly connected with web design and what are their general roles? CW: Every employee is connected to web design. Each specialism has a role to play, with leads from each department steering the development of a project. The departments usually involved are client services, creative, copy, film, strategy, business analysis, user experience, creative development, technology and QA. At the start of a project it's important the department leads set a clear vision for the project, following a full briefing from the client. Creative and copy develop the concept, setting initial art direction and tone of voice, while user experience architects map out user journeys and functionality, and business analysts and strategists ensure the concept fits with the brand and client objectives. All the while account management work closely with our clients to ensure that the project is on track to deliver for their brand and business. Once the project is given the go-ahead, teams are put together and sometimes housed in a project room. P! roject rooms work really well for large, timedependent projects that require each specialism to keep a close eye on where the project is going. It's all about working as a team. WD: Recognition and awards are a regular occurrence for the agency. How does it feel to be recognised for all your hard work? AH: It is always great to receive recognition whatever form that recognition takes. We never take awards for granted, more often than not they are judged by our peers and it is always an honour to receive them. It also makes for a night to remember for those who actually go to the awards ceremony itself, and can often be a great way to cap a great project experience and celebrate with the team. Moreover, major awards are clearly important for the profile of the agency, our work and our client's work. However, having said all of that, it is internal recognition from team members and co-workers that holds the most value from a purely personal point of view. AKQA standards are extremely high, and it is really only internally that we can see the passion and commitment that goes into a truly great piece of work. You tend to know when you are a part of something really special coming together, and there is a sense of anticipation leading up to its release. Wh! en that release is followed by really positive feedback from people whose opinions we trust and respect, it is the most rewarding feeling. WD: Social networking tools such as Facebook, Twitter, Flickr, LinkedIn etc are seen as essential tools for today's creatives. Does AKQA as an agency actively encourage use of these tools to promote its product? AH: Social networking platforms such as Facebook and Twitter are the lifeblood of online conversations and people's sentiment. They offer the ability for brands and marketers to connect with their audience more intimately and to add to the conversations that are taking place online, but it's important that our clients understand how, when, where and why using these platforms makes sense and what impact using them will have on their business. Actively participating in conversations that are taking place online involves time, effort and understanding. There is a level of personalisation required which forces the content that's produced on behalf of a brand to be thoughtful, considered and based on an over-arching strategy focused on ROI. These platforms also have a use for the agency itself, enabling us to have a dialogue with the outside world, express our views and commentate on what we see. This outside world contains people who could become the ne! xt generation of AKQA, and this is an important channel with which to engage them. WD: AKQA currently operates from multiple locations, from San Francisco to Shanghai? How do the different offices interact? Or do they all operate independently? AH: The offices are independent, but collaborate frequently. For the most part, each office will have their own projects and clients, but given that many of our clients work in a global capacity there are occasions when our presence in these different locations will enable us to meet a brief in a unique way. There are many people at AKQA who have moved between the locations, and so there is a great deal of familiarity between the teams. Collaboration isn't just a case of sharing resources however; it is also extremely valuable to share knowledge across the offices. It is a constant challenge to keep pace with the rapid advances in the technologies we utilise, and we make full use of the experiences of our colleagues around the world with different projects and technologies in order to make the most of the latest innovations. The rate of change from Adobe, Microsoft et al is high, and as one combined team we are more able to gain, and retain, our experti! se than we are individually. WD: To keep ahead of competitors, AKQA must have one eye on the future of technology and web design. What has recently caught your attention? AH: One particular technology which has caught not only our eyes but everybody else's is augmented reality. There are many possible uses for this, but the danger of any new technology lies in using it for the sake of using it, or because it's 'cool'. We need to be looking for ways to use new technological innovations to actually solve a business problem, or provide a real service. We have done just that in our Washington DC office, using augmented reality to enhance the US Postal Service's package offers. Photosynth is a great product from Microsoft, built on their Silverlight technology, but once again it is not enough merely to have 3D images for the sake of it, there needs to be a reason. With 221b, the game to promote the release of the new Holmes movie, we use Photosynth to enable our players' Holmes to investigate rooms and find clues. Facebook Connect is another recent development that has already seen extensive use by clients and agenc! ies to integrate social context into a website or application, as mentioned previously when discussing social network platforms as a whole. WD: As a recognised leader in your field and prospective employer, what advice can you give to anyone trying to get into the business? AH: From a creative development perspective, it is always vital for anyone looking for a successful career to stay in touch with the very latest techniques and technologies. There are many people with great strategic and technical insight regularly commentating on their blogs or through the likes of Twitter, presenting at open events put on by the development community and actively promoting best practices – you need to follow those people, dig into the information they provide and develop your own take on it. In the end this will enable you to quickly become a valuable member of any team you are involved with. Curiosity is often what draws gifted technical or design-oriented people into the world of creative development – stay curious.   This email was sent to vitor.pinto.webdesigner@blogger.com.  Create an Account Don't want to receive this feed any longer? Unsubscribe here This email was carefully delivered by Feed My Inbox. 230 Franklin Road Suite 814 Franklin, TN 37064

5/1 Smashing Magazine Feed

Please add updates@feedmyinbox.com to your address book to make sure you receive these messages in the future. Smashing Magazine Feed Desktop Wallpaper Calendar: May 2010 April 30, 2010 at 9:44 AM Desktop wallpapers can serve as an excellent source of inspiration. However, if you use some specific wallpaper for a long period of time, it becomes harder to draw inspiration out of it. That's why we have decided to supply you wit! h smashing wallpapers over 12 months. And to make them a little bit more distinctive from the usual crowd, we've decided to embed calendars for the upcoming month. So if you need to look up some date, isn't it better to show off a nice wallpaper with a nice calendar instead of launching some default time application? This post features 40 free desktop wallpapers, created by designers across the globe. Both versions with a calendar and without a calendar can be downloaded for free. Please notice: all images can be clicked and lead to the preview of the wallpaper; you can feature your work in our magazine by taking part in our desktop wallpaper calendar series. We are regularly looking for creative designers and artists to be featured on Smashing Magazine. Are you one of them? So what wallpapers have we ! received for May 2010? [By the way: The network tab (on the top of the page) is updated several times a day. It features selected articles from the best web design blogs!] The End of Explorer Calendar "For friends of MSIE, here is “The End Of Explorer” may 2010 desktop wallaper calendar, in a Variety of resolutions from 320?480 (iPhone) to 2560?1600 ! Hope you’ll find some size here to fit with your desktop ;-)" Designed by Benoit Chartron from France. preview with calendar: 320×480, 800×600, 1024×768, 1152×864, 1280×720, 1280×800, 1280×960, 1280×1024, 1400×1050, 1440×900, 1600×1200, 1680×1050, 1680×1200, 1920×1080, 1920×1200, 1920×1440, 2560×1600 without calendar: 320×480, 800×600, 1024×768, 1152×864, 1280×720, 1280×800, 1280×960, 1280×1024, 1400×1050, 1440×900, 1600×1200, 1680×1050, 1680×1200, 1920×1080, 1920×1200, 1920×1440, 2560×1600 A Designer’s Life "That is what a designer sees on his real desktop, now you can see it on your computer." Designed by Mladen Milinovic from Germany. preview with calendar: 1280×800, 1280×1024, 1440×900, 1680×1050! , 1920×1200 without calendar: 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 Focus on work "This w! allpaper design is supposed not to distract your attention, but to make you focus on work. This might work if you keep your desktop clean enough ;)" Designed by Andrei Verner from Russia. preview with calendar: 1024×768, 1280×800, 1280×960, 1440×900, 1600×1200, 1680×1050, 1920×1440 without calendar: 1024×768, 1280×800, 1280×960, 1440×900, 1600×1200, 1680×1050, 1920×1440 Play With Me &quo t;One of my latest photographs taken on a beautiful summery day in the “golden hours” — I was lucky enough to capture our puppy and my sister, Sasha Bell playing on the lawn. I thought this would be a lovely wallpaper with a hint of the lovely summer we all deserver in the UK! No rain! Happy May everybody!" Designed by Olivia Bell from England, UK. preview with calendar: 1024×640, 1280×800, 1440×900, 1680×1050, 1920×1200, 2560×1600 without calend! ar: 1024×640, 1280×800, 1440×900, 1680×1050, 1920×1200, 2560×1600 Moto Designed by Björn Leek from Germa! ny. preview with calendar: 1024×768, 1280×800, 1440×900, 1680×1050, 1920×1200 without calendar: 1024×768, 1280×800, 1440×900, 1680×1050, 1920×1200 May Happen, May Be "”May Happen, May Be” is all about possibilities… we can all get out of our cages, maybe in may!" Designed by Thais Trizoli from Brazil. preview with calendar: 320×480, 1024×640, 1280×800, 1440×900, 1680×1050, 1920×1200 without calendar: 320×480, 1024×640, 1280×800, 1440×900, 1680×1050, 1920×1200 Rapunzel "A grunge take on Rapunzel!" Designed by Cindy Zhang from USA. preview with calendar: 320×480, 1024×768, 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 without calendar: 320×480, 1024×768, 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 Birdhouses Designed by Pietje Precies from The Netherlands. preview with calendar: 320×480, 1024×768, 1280×800, 1280×1024, 1440×900, ! 1680×1050, 1920×1200 without calendar: 320×480, 1024×768, 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 May Flowers "The flowers are blooming and it’s time to celebrate spring with this whimsical wallpaper!" Designed by thunder::tech from USA. preview with calendar: 1024×768, 1280×800, 1280×1024, 1440×900, 1680×1050 without calendar: 320×480, 1024×768, 1280×800, 1280×1024, 1440×900, 1680×1050 Matilda’s Backyard "It w! as May day Eve. The clock strikes twelve. The cat was asleep, ! the ladd er cast aside and the book with a giant red apple opens." Designed by April Joy E. Jasmin from Philippines. preview with calendar: 1024×768, 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 without calendar: 1024×768, 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 May in Warsaw Designed by Berenika Kołaczyńska from Poland. preview with calendar: 320×480, 1024×768, 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 without calendar: 320×480, 1024×768, 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 Bubble Bath Delight "A little blissful paradise desktop from me this month – bubble bath’s are yummy and I thought I would take this to an entire new level. Happy May!" Designed by Sasha Bell from England, UK. preview with calendar: 1024×640, 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 without calendar: 1024×640, 1280×800, 1280&tim! es;1024, 1440×900, 1680×1050, 1920×1200 Chocolate Strawberries "I always see a lot of photography featuring random fruit and lemons (a lot of lemons!) falling/splashing into water, and thought it would be cool to turn a photography “idea” into a vector looking design, but with chocolate and strawberries! Happy May :)" Designed by Rosanna Bell from England, UK. preview with calendar: 1024×640, 1280×800, 1440×900, 1680×1050, 1920×1200 without calendar: 1024×640, 1280×800, 1440×900, 1680×1050, 1920×1200 Oasis "I’m hoping for a bold and beautiful summer." Designed by Marc Allcock from England. preview with calendar: 1024×768, 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 without calendar: 1024×768, 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 Todo Sobre mi Madre "With Mother’s Day looming in, I decided to make a tribute to a great film “All About my Mother”. For the Spanish version, please visit my DeviantArt." Designed by Ale Ibarra from México. preview with calendar: 320×480, 1280×768, 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 without calendar: 320×480, 1280×768, 1280×800, 1280×1024, 1440×900, 1680×1050, 1920×1200 Starbucks Coffee "Everybody I know loves coffee… and for that matter, starbucks! Happy May!" Designed by Sasha Bell from England, UK. preview with calendar: 1024×640, 1280×800, 1440×900, 1680×1050, 1920×1200 without calendar: 1024×640, 1280×800, 1440×900, 1680×1050, 1920×1200 Mamayo "This is a mother’s wallpaper theme." Designed by from México. preview with calendar: 1440&! times;900, 1680×1050, 1920×1200 without calendar: 1440×900, 1680×1050, 1920×1200 Curly Forest "Catch a firefly in the twisty, curly forest." Designed by Chris Alexander (Yipori) from England. preview with calendar: 800×600, 1024×768, 1152×864, 12! 80× ;800, 1280×960, 1400×1050, 1440×900, 1600×1200, 1680×1050, 1920×1200, 1920×1440 without calendar: 800×600, 1024×768, 1152×864, 1280×800, 1280×960, 1400×1050, 1440×900, 1600×1200, 1680×1050, 1920×1200, 1920×1440 May be something else "Thinking about May…" Designed by Fabio Toscani from Italy. preview with calendar: 1024×768, 1280×800, 1280×960, 1280×1024, 1440×900, 1600×1200, 1680×1050, 1920×1080, 1920×1200 without calendar: 1024×768, 1280×800, 1280×960, 1280×1024, 1440×900, 1600×1200, 1680×1050, 1920×1080, 1920×1200 Flower Field "The U.S. National Archives has a photo stream on Flickr of images free for unrestricted use. This wallpaper was made from photographs taken for the Documerica project by the EPA in 1972. The flowers were from a field in Kerr County, Texas and Inks Lake, Texas. I wanted it to look like a painting. Link to original photographs" Designed by Laura Sylvest from Washington, D! .C., USA. preview with calendar: 320×480, 1280×800, 1440×900, 1680×1050, 1920×1200 without calendar: 320×480, 1280×800, 1440×900, 1680×1050, 1920×1200 Thailand Kopipi "May is when spring usually starts. May is also when we are all starting to think about a summer vacation.I would personally recommend going to Thailand Kopipi, it’s amazing and it’s also where this picture was taken." Designed by Liad Guez from Israel. preview with calendar: 320×480, 1024×768, 1280×800, 1440×900, 1600×1200, 1920×1080, 1920×1200 without calendar: 320×480, 1024×768, 1280×800, 1440×900,   This email was sent to vitor.pinto.webdesigner@blogger.com.  Create an Account Don't want to receive this feed any longer? Unsubscribe here This email was carefully delivered by Feed My Inbox. 230 Franklin Road Suite 814 Franklin, TN 37064

Efeitos da internet nas eleições 2010

Além do especial sobre mídias sociais, também foram destaques da edição de abril da Revista Webdesign os assuntos envolvendo as próximas eleições e o uso de estratégias digitais nas campanhas de políticos brasileiros.

Através da consulta de alguns profissionais da área, procuramos analisar os efeitos do planejamento criado pela equipe web de Barack Obama e o possível surgimento de um fenômeno semelhante no Brasil, além de como as agências digitais podem explorar este segmento.

A discussão foi tão boa que decidimos trazê-la para cá também. A seguir, confira o resultado das entrevistas com os especialistas Fabiano Carnevale, secretário nacional de comunicação do Partido Verde e membro da equipe do Gabeira.com desde 1998, e Moriael Paiva, diretor executivo de criação da Talk Interactive.

WD :: No documentário “Obama Digital”, alunos da Universidade Presbiteriana Mackenzie apresentaram as principais características envolvendo o planejamento de comunicação digital realizado na campanha de Barack Obama. Levando-se em consideração a realidade brasileira, o que podemos esperar para as próximas eleições, em termos de campanhas políticas digitais? Você acredita que haverá um uso massivo das ferramentas digitais por parte dos candidatos brasileiros?

Fabiano :: Primeiramente, é importante ressaltar que o tipo de campanha realizada por Obama é impossível de ser replicada no Brasil. Pelas diferenças entre a forma de utilização da internet nos dois países, de legislação e, principalmente, pelo tempo eleitoral, que no Brasil é limitada em quatro meses, enquanto nos EUA, dura quase dois anos. Isso nos obriga a recolocar a campanha pela internet no Brasil a partir dessas peculiaridades.

Tem muita gente (alguns sérios, outros nem tanto) vendendo a ideia de que, se o Obama fez lá, nós podemos fazer aqui, o que não é verdade. Mas é fato que o papel desempenhado pela internet nas estratégias de comunicação das campanhas será profundamente relevante por aqui nesse ano. Todos os candidatos e partidos estão se preparando para isso, o que difere é a quantidade de recursos alocados para esse tipo de campanha e, principalmente, as estratégias.

Moriael :: Acho que teremos, sim, um uso intenso. Mas também acho que quem tentar simplesmente copiar a fórmula digital do Obama pode se dar mal. Copiar o modelo on-line não é a solução. O sucesso da campanha americana foi uma estratégia inteligente de relacionamento para todos os canais, integrada, alinhada. Sair criando sites, Twitter, redes sociais digitais e não respeitar os princípios da interação e da comunicação de duas vias da internet não adianta.

Wd :: Ainda sobre a campanha de Obama, no livro “Eleições 2.0: a internet e as mídias sociais no processo eleitoral”, Antonio Graeff ressalta que, além de possuir um site de campanha adequado e eficaz, a estratégia digital foi além ao investir cerca de 16 milhões de dólares em publicidade on-line e criar e administrar perfis em mais de 15 redes sociais. Pela sua experiência na área, quais são as ações e as ferramentas mais recomendadas que devam ser utilizadas pelos candidatos brasileiros nas próximas eleições? Que tipo de “e-novidades” poderemos ver para as eleições de 2010?



Fabiano :: Mais uma vez, as diferenças entre a legislação eleitoral brasileira e estadunidenses já demarcam uma fronteira. No Brasil, não poderemos fazer publicidade on-line em sites pagos, nem utilizar, por exemplo, os links patrocinados do Google, que foram fundamentais tanto na campanha do Obama quanto em exemplos recentes, como a eleição do senador republicano Scott Brown, em Massachussets, no fim do ano passado.

Então, não será a quantidade de dinheiro investido que fará a diferença por aqui e sim a capacidade de mobilização dos candidatos. A administração de perfis em diversas redes deve ser uma regra, ainda que no Brasil estejamos falando de cinco ou seis redes relevantes, como Orkut, Twitter, Facebook, YouTube e Flickr.

Não sei se teremos grandes novidades, e mais uma vez, não acredito que serão as novidades que farão a diferença. Uma noção básica na internet é que uma ferramenta só se torna relevante quando está massificada, quando a sua utilização se torna simples para o maior número de usuários.

No Brasil, estamos falando de um período muito curto de campanha. São quatro meses de campanha eleitoral, mas o eleitorado costuma se movimentar quando começa a propaganda na TV e só vira mesmo “papo de botequim” nas últimas semanas. Aí é que a campanha on-line pode fazer a diferença, que é quando os e-militantes começam a colocar em prática suas “estratégias”.

Moriael :: É uma pergunta importante. Cada campanha, político e região têm características em que um ou outro canal pode ter mais peso. A campanha deve se preocupar em atender bem todos os targets nos canais mais adequados, sem se preocupar com a moda do momento. Isso quer dizer que, em muitos casos, uma estratégia usando o bom e velho e-mail pode funcionar tanto quanto o Twitter, a plataforma do momento.



Wd :: Falando em mídias sociais, elas foram ferramentas extremamente eficazes na mobilização e engajamento de eleitores na campanha de Obama. Em sua opinião, quais são as vantagens e os riscos de se investir em meios digitais quando falamos de campanhas políticas no Brasil?

Fabiano :: Existe uma grande excitação por conta dos políticos e marqueteiros em relação a utilização da internet nas campanhas eleitorais. É importante ressaltar que a internet não vai fazer um candidato sem carisma virar um fenômeno eleitoral.

Ao contrário, é somente quando uma campanha vira conversa nas ruas é que ela vai para as redes, pois os eleitores começam a buscar as informações sobre as campanhas e você tem que municiar esse eleitor que vai chegar.

A dinâmica de sucesso é essa, das ruas para as redes, das redes para as ruas. A conversa no bar vai para o diálogo nas redes, e esse volta para o bar, para a universidade etc.



Moriael :: O Brasil é um recordista mundial no uso das mídias sociais. Isso cria um palco excelente para a conversa política, o que já acontece. E, para mim, o maior risco é que políticos não respeitem as características desses espaços. Mídias sociais são canais livres, de conversa e interatividade. Usá-los como canal de propaganda, querendo só falar e não ouvir, pode ser um tiro no pé.

Wd :: Mensurar e apresentar os resultados de campanhas digitais é o principal argumento para convencer os políticos a investirem em ações on-line. De que maneira um processo de métricas web deve ser aplicado para este segmento?



Fabiano :: A internet para a política é orgânica não métrica. A linha que divide o sucesso e o fracasso de uma campanha on-line é quando os seus e-militantes começam a construir suas próprias estratégias, e isso não é facilmente mensurável.

Não descarto a importância de se mensurar o trabalho nas redes, mas é preciso ter em mente que o campo aberto para fazer alterações (a partir desses dados) é menor do que o que os especialistas em pesquisas qualitativas costumam atuar.

Isso se deve ao fato de que, nas mídias tradicionais, como rádio e TV, você comanda um grande broadcaster que transmite para milhões de pessoas, enquanto nas redes sociais são milhares de broadcasters transmitindo, retransmitindo, transformando e recolocando as estratégias oficiais sob seus próprios pontos de vista. A ideia básica é que, para cada e-militante (o broadcaster das redes), uma estratégia é colocada em prática.

Moriael :: Felizmente, esses canais são ricos em possibilidade de mensuração de resultados. Critérios como credibilidade, participação de apoiadores, engajamento são relativamente fáceis de medir em canais como Twitter e Orkut. Aliás, esses dados são tão importantes quanto número de seguidores, que às vezes parece sinal de sucesso.

Wd :: Como as agências digitais e os profissionais freelancers devem se preparar para atender este nicho de mercado?



Fabiano :: Como não sou do mercado, não me sinto confortável para responder essa pergunta. Mas volto a ressaltar que a capacidade de mobilização das candidaturas é o que vai definir o sucesso da campanha on-line e não a quantidade de dinheiro investido.

Uma das principais vantagens da internet é a possibilidade de redução dos custos da campanha, mas a tendência que tenho acompanhado é que se está criando um novo espaço para o gasto de milhões. As cifras até agora apresentadas são irreais.

Moriael :: Fazer uma campanha digital requer tanto conhecimento político quanto do uso de ferramentas. Estar antenado à realidade política da região onde se quer trabalhar é fundamental. É importante pensar que, no fim das contas, o que importa é o voto no dia da eleição. Compreender que o melhor resultado de uma campanha digital é conseguir converter o chamado engajamento virtual em voto na urna.

Wd :: Para finalizar, vocês poderiam indicar bons exemplos de estratégias no mercado brasileiro?

Fabiano :: A campanha do Gabeira à prefeitura do Rio em 2008 é o principal exemplo nacional de como a mobilização on-line pode potencializar uma campanha, inclusive tendo papel decisivo na virada que quase o levou a vitória no segundo turno.

Citaria também a competente utilização da equipe on-line do Gilberto Kassab à prefeitura de SP, que mesmo com um candidato sem grande apelo para o público que tradicionalmente ocupa as redes, conseguiu construir excelentes formatos de participação dos e-militantes, como a coletiva para blogueiros e as desconferências criativas com os voluntários da campanha.

Moriael :: Poderia citar três exemplos:

1. (Sem puxar sardinha, mas já) Tenho segurança em dizer que o trabalho do nosso time na campanha do Kassab foi bem sólido. Muita participação, autenticidade e cobertura adequada. Kassab ouviu São Paulo pela web, em diversos canais. De site colaborativo, que ajudou no plano de governo, a uma rede social fechada que funcionou como QG para os mais engajados.

2. Beto Richa, no Paraná, usa a rede e as mídias sociais com eficiência há algum tempo. Na campanha para prefeito, o meio foi usado para coletar vídeos que foram ao ar na TV. Com muito sucesso.

3. O governador José Serra usa o Twitter de forma autêntica e eficiente. É um “governador” digital. Não apenas pelo número de seguidores, mas pelo uso que faz da interatividade promovida pelo canal. Ouve e conversa.

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