{"id":3252,"date":"2018-06-26T14:46:48","date_gmt":"2018-06-26T14:46:48","guid":{"rendered":"https:\/\/www.cecubogroup.com\/?p=3252"},"modified":"2021-02-19T11:46:12","modified_gmt":"2021-02-19T11:46:12","slug":"carlos-correa-en-los-doceayunos-de-pr-noticias-ren-la-era-del-contenido-midamos-el-contenidor","status":"publish","type":"post","link":"https:\/\/www.cecubogroup.com\/pt\/blog\/carlos-correa-en-los-doceayunos-de-pr-noticias-ren-la-era-del-contenido-midamos-el-contenidor\/","title":{"rendered":"Carlos Correa, no Doceayunos do PR Noticias: \"Na era do conte\u00fado, vamos medir o conte\u00fado\"."},"content":{"rendered":"<p>[et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px|||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_margin=\"||||false|false\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto|500||on|||||\" text_text_color=\"#1a2126\u2033 text_font_size=\"18px\" text_letter_spacing=\"4px\"]Blog[\/et_pb_text][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2020\/12\/line.svg\" title_text=\"line\" _builder_version=\"4.7.7\u2033 _module_preset=\"default\" custom_margin=\"-15px||||false|false\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_row][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_post_title author=\"off\" comments=\"off\" featured_image=\"off\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" title_font=\"Helvetica Neue-Bold||||||||\" title_text_color=\"#032F77\u2033 title_font_size=\"40px\" meta_font=\"Roboto|500|||||||\" meta_text_color=\"#93BB23\u2033 meta_font_size=\"16px\" custom_margin=\"||||false|false\" custom_padding=\"|200px|||false|false|false|false\" custom_padding_tablet=\"|0px||||false|false|false|false\" custom_padding_phone=\"|0px||false|false|false\" custom_padding_last_edited=\"on|tablet\"][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|tablet\" custom_css_main_element=\"font-weight: normal;\"]<\/p>\n<p>No dia 8 de junho, realizou-se em La Refiner\u00eda uma nova edi\u00e7\u00e3o dos Doceayunos, organizada por PR Noticias.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f7f7f7f7f7\u2033 custom_padding=\"0px|||0px||||true|false\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\u00bbdefault\u00bb][et_pb_image src=\u00bbhttps:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/750\u00d7421-captura-de-pantalla-2018-06-27-a-las-12-49-05-1530097135.png\u00bb title_text=\u00bb750\u00d7421-captura-de-pantalla-2018-06-27-a-las-12-49-05-1530097135\u2033 align=\u00bbcenter\u00bb _builder_version=\u00bb4.8.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|desktop\" hover_enabled=\"0\u2033 border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\" sticky_enabled=\"0\u2033][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]<\/p>\n<p>Esta reuni\u00e3o, intitulada\u00a0<strong>\"A import\u00e2ncia da medi\u00e7\u00e3o na comunica\u00e7\u00e3o: um debate ultrapassado?<\/strong>\u00a0estiveram presentes representantes das principais empresas de consultoria de medi\u00e7\u00e3o e an\u00e1lise de dados de Espanha: Miren El\u00eda, da\u00a0<a href=\"https:\/\/www.hotwireglobal.com\/\" target=\"_blank\" rel=\"noopener\">Hotwire<\/a>Lu\u00eds Mart\u00edn, de\u00a0<a href=\"https:\/\/www.llorenteycuenca.com\/\" target=\"_blank\" rel=\"noopener\">Llorente e Cuenca<\/a>Alejandro Moreno, de\u00a0<a href=\"http:\/\/www.acceso.com\/\" target=\"_blank\" rel=\"noopener\">Acesso<\/a>; e o nosso diretor, Carlos Correa, da\u00a0<a href=\"https:\/\/www.cecubogroup.com\/pt\/\" target=\"_blank\" rel=\"noopener\">Grupo Cecubo<\/a>.<\/p>\n<p>Esta mesa redonda, que contou com a participa\u00e7\u00e3o de um p\u00fablico com diferentes perfis profissionais, fez um balan\u00e7o do estado atual da arte da\u00a0<strong>sistemas de medi\u00e7\u00e3o nas empresas<\/strong>A import\u00e2ncia que os gestores atribuem \u00e0 an\u00e1lise da comunica\u00e7\u00e3o e a discuss\u00e3o sobre se, de facto, n\u00e3o o fazem\u00a0<strong>a utiliza\u00e7\u00e3o de m\u00e9tricas est\u00e1 bem estabelecida<\/strong>\u00a0estudar a imagem que uma empresa projecta nos meios de comunica\u00e7\u00e3o social e a efic\u00e1cia das campanhas de comunica\u00e7\u00e3o.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#032F77\u2033 global_module=\"2076\u2033 saved_tabs=\"all\"][et_pb_row _builder_version=\"4.7.7\u2033 _module_preset=\"default\" positioning=\"absolute\" position_origin_a=\"center_right\" position_origin_f=\"center_right\" vertical_offset=\"0px\" horizontal_offset=\"0px\" custom_padding=\"0px|||0px||true|false\" custom_css_main_element=\"z-index: 1;\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.7.7\u2033 _module_preset=\"default\"][et_pb_image 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text_text_color=\"#FFFFFFFFFFFF\" text_font_size=\"40px\" text_line_height=\"1.1em\" text_orientation=\"center\" custom_margin=\"||||false|false\" custom_padding=\"||||false|false\" custom_padding_tablet=\"\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" text_font_size_tablet=\"\" text_font_size_phone=\"31px\" text_font_size_last_edited=\"on|phone\" custom_css_main_element_last_edited=\"on|desktop\"]Podemos ajud\u00e1-lo a comunicar melhor[\/et_pb_text][et_pb_button button_text=\"Ir para Audi\u00eancias Digitais\" button_alignment=\"center\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" custom_button=\"on\" button_text_color=\"#032F77\u2033 button_bg_color=\"#FFFFFFFF\" button_border_width=\"0px\" button_border_radius=\"11px\" button_font=\"Roboto||||||||\" button_use_icon=\"off\" custom_margin=\"||||false|false\" custom_padding=\"|55px||55px|false|true\" custom_padding_tablet=\"\" custom_padding_phone=\"|35px||35px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"text-align: center;||box-shadow: 0 3px 6px 0 rgba(0, 0, 0, 0, 0.16);\" box_shadow_style=\"preset2\u2033 box_shadow_horizontal=\"2px\" box_shadow_vertical=\"2px\" box_shadow_blur=\"10px\" box_shadow_color=\"#d3e1ac\" button_text_color__hover_enabled=\"on|hover\" button_text_color__hover=\"#ffffff\" button_bg_color__hover_enabled=\"on|hover\" button_bg_color__hover=\"#93bb23\u2033 button_bg_enable_color__hover=\"on\" custom_css_main_element_last_edited=\"on|phone\"][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_row][et_pb_row _builder_version=\"4.7.7\u2033 _module_preset=\"default\" positioning=\"absolute\" position_origin_a=\"center_left\" position_origin_f=\"center_right\" vertical_offset=\"0px\" horizontal_offset=\"0px\" custom_padding=\"0px||0px|||true|false\" custom_css_main_element=\"z-index: 1;\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.7.7\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/footer-left-side-bot.png\" title_text=\"we_specialize_left\" src_tablet=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/nos_especializamos_left.png\" src_phone=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/nos_especializamos_left.png\" src_last_edited=\"on|phone\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" width=\"35%\" width=\"35%\" width_tablet=\"30%\" width_phone=\"45%\" width_last_edited=\"on|desktop\" max_width=\"35%\" max_width_tablet=\"30%\" max_width_phone=\"45%\" max_width_last_edited=\"on|tablet\" custom_margin=\"45px||||false|false\" custom_margin_tablet=\"-53px||||false|false\" custom_margin_phone=\"30px||||false|false\" custom_margin_last_edited=\"on|phone\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px||||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px|||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]]<\/p>\n<p>Nas palavras de\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/carloscorreapaz\/\" target=\"_blank\" rel=\"noopener\">Carlos Correa<\/a>\u00a0as empresas, e em particular os departamentos de comunica\u00e7\u00e3o, t\u00eam duas barreiras a ultrapassar em termos de medi\u00e7\u00e3o:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Por um lado,\u00a0<strong>passar da medi\u00e7\u00e3o b\u00e1sica do impacto dos meios de comunica\u00e7\u00e3o para a cria\u00e7\u00e3o de um sistema que possa medir os conte\u00fados<\/strong>. Sem subestimar a realiza\u00e7\u00e3o e, portanto, a medi\u00e7\u00e3o quantitativa dos impactos, \u00e9 necess\u00e1rio que as empresas possam avan\u00e7ar para a an\u00e1lise da qualidade desses impactos e, assim, conseguir uma melhor compreens\u00e3o do valor comunicacional que as suas ac\u00e7\u00f5es t\u00eam para a empresa, tentando descobrir o perfil que a empresa projecta nos meios de comunica\u00e7\u00e3o social.<\/li>\n<\/ul>\n<ul>\n<li>Por outro lado, considera importante que\u00a0<strong>o departamento de comunica\u00e7\u00e3o de uma empresa est\u00e1 habilitado a<\/strong>tamb\u00e9m, no seu\u00a0<strong>lado do gestor de dados<\/strong>\u00a0e centralizar o estudo e a an\u00e1lise do impacto e da reputa\u00e7\u00e3o da marca, tentando ganhar espa\u00e7o ao departamento de marketing nas fun\u00e7\u00f5es de medi\u00e7\u00e3o. A transversalidade profissional e de forma\u00e7\u00e3o que os departamentos de comunica\u00e7\u00e3o frequentemente possuem (comunic\u00f3logos, jornalistas, soci\u00f3logos...) faz com que seja a \u00e1rea da empresa com melhores condi\u00e7\u00f5es para desenvolver o trabalho deste tipo de estudo. No entanto, n\u00e3o \u00e9 isso que acontece atualmente.<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_enable_color=\"off\" custom_padding=\"0px|||0px||||true|false\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/dffmfpwxkaahej8-1530097743.jpg\" title_text=\"dffmfpwxkaahej8-1530097743\u2033 align=\"center\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" hover_enabled=\"0\u2033 border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\" sticky_enabled=\"0\u2033][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"0px|||||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px|||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]]<\/p>\n<div>\n<p>Segue-se um resumo das principais ideias apresentadas por Carlos Correa nas Doceayunos.<\/p>\n<p><strong>A)\u00a0<\/strong>Antes de mais, \u00e9 preciso saber\u00a0<strong>o que queremos medir e para qu\u00ea\u00a0<\/strong>queremos ter um sistema de m\u00e9tricas. As raz\u00f5es s\u00e3o geralmente as seguintes:<\/p>\n<ol>\n<li>Medir a efic\u00e1cia da estrat\u00e9gia de comunica\u00e7\u00e3o e avaliar a realiza\u00e7\u00e3o dos objectivos.<\/li>\n<li>Acompanhar e avaliar o trabalho do servi\u00e7o de comunica\u00e7\u00e3o.<\/li>\n<li>Destacar o trabalho do departamento de comunica\u00e7\u00e3o nas organiza\u00e7\u00f5es.<\/li>\n<\/ol>\n<p><strong>B)\u00a0<\/strong>Temos de fazer a escolha certa de\u00a0<strong>fonte de dados a partir da qual vamos fornecer informa\u00e7\u00f5es<\/strong>A informa\u00e7\u00e3o deve ser estruturada e deve ser criado um sistema de automatiza\u00e7\u00e3o e de liga\u00e7\u00e3o. Entre os diferentes tipos de fontes, h\u00e1 que ter em conta<\/p>\n<ul>\n<li>Redes sociais<\/li>\n<li>Canais pr\u00f3prios<\/li>\n<li>Google Analytics<\/li>\n<li>Pesquisa no Google<\/li>\n<\/ul>\n<p>Ao mesmo tempo, \u00e9 necess\u00e1rio\u00a0<strong>liga\u00e7\u00e3o de outras fontes aos dados fornecidos pelos impactos<\/strong>O n\u00famero de partilhas de uma not\u00edcia digital, o posicionamento dos URLs de um t\u00f3pico espec\u00edfico no Google ou a rela\u00e7\u00e3o entre a agenda pr\u00f3pria e a agenda ganha.<\/p>\n<blockquote><p><em>Temos de utilizar as possibilidades do Big Data a nosso favor no nosso trabalho de an\u00e1lise da comunica\u00e7\u00e3o.<\/em><\/p><\/blockquote>\n<p><strong>C)<\/strong>\u00a0\u00c9 essencial numa altura em que \"o conte\u00fado \u00e9 rei\",\u00a0<strong>a defini\u00e7\u00e3o de indicadores que privilegiem os valores qualitativos da marca ou da empresa<\/strong>.  Assim, dentro destes KPIs, devemos incluir as seguintes vari\u00e1veis nos nossos c\u00e1lculos:<\/p>\n<ul>\n<li>Proemin\u00eancia da marca.<\/li>\n<li>Sentimentos\/valoriza\u00e7\u00e3o<\/li>\n<li>Projectos\/ac\u00e7\u00f5es<\/li>\n<li>Temas\/enquadramento<\/li>\n<li>Mensagens<\/li>\n<li>Atributos e valores<\/li>\n<li>Cr\u00edtica.<\/li>\n<\/ul>\n<p>Tudo isto para \"tornar tang\u00edvel o intang\u00edvel\" e criar indicadores baseados na parte qualitativa da comunica\u00e7\u00e3o.<\/p>\n<p><strong>D)\u00a0<\/strong>Finalmente,\u00a0<strong>qualquer tipo de medi\u00e7\u00e3o tem de ser compar\u00e1vel e compar\u00e1vel.<\/strong>Devemos, por conseguinte, comparar as diferentes agendas medi\u00e1ticas, as nossas pr\u00f3prias agendas medi\u00e1ticas e as agendas medi\u00e1ticas conquistadas, as marcas da empresa entre si e os projectos de comunica\u00e7\u00e3o e, evidentemente, analisarmo-nos em rela\u00e7\u00e3o ao sector e \u00e0 concorr\u00eancia.<\/p>\n<p>Gostar\u00edamos de agradecer a\u00a0<a href=\"https:\/\/prnoticias.com\/\" target=\"_blank\" rel=\"noopener\">PRNews<\/a>\u00a0o convite para esta mesa redonda, bem como para as outras empresas participantes e para os assistentes, por contribu\u00edrem para a melhoria do sector da comunica\u00e7\u00e3o e por avan\u00e7arem na consolida\u00e7\u00e3o da sua medi\u00e7\u00e3o.<\/p>\n<\/div>\n<div><\/div>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 specialty=\"on\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f6f6f6f6\u2033 global_module=\"1979\u2033 saved_tabs=\"all\"][et_pb_column type=\"1_2\u2033 _builder_version=\"3.25\u2033 custom_padding=\"||||\" custom_padding__hover=\"||||\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/servicios.jpg\" title_text=\"services\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" 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