{"id":3280,"date":"2018-05-02T15:21:31","date_gmt":"2018-05-02T15:21:31","guid":{"rendered":"https:\/\/www.cecubogroup.com\/?p=3280"},"modified":"2021-02-19T11:47:57","modified_gmt":"2021-02-19T11:47:57","slug":"7-pasos-para-implementar-una-estrategia-de-medicion-de-la-comunicacion","status":"publish","type":"post","link":"https:\/\/www.cecubogroup.com\/pt\/blog\/7-pasos-para-implementar-una-estrategia-de-medicion-de-la-comunicacion\/","title":{"rendered":"7 passos para implementar uma estrat\u00e9gia de medi\u00e7\u00e3o da comunica\u00e7\u00e3o"},"content":{"rendered":"

[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

Grande parte do sucesso das empresas actuais reside na sua capacidade de aproveitar a vasta quantidade de dados de que disp\u00f5em, na forma como tratam esses dados e na forma como os resultados s\u00e3o tidos em conta na defini\u00e7\u00e3o da estrat\u00e9gia empresarial.<\/p>\n

[\/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-shutterstock_116076274-copia-1524759004.jpg\u00bb title_text=\u00bb750\u00d7421-shutterstock_116076274-copia-1524759004\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

O big data, e o conhecimento de toda esta informa\u00e7\u00e3o, facilita a qualquer tipo de empresa a adapta\u00e7\u00e3o dos seus servi\u00e7os \u00e0s necessidades dos seus clientes de uma forma \u00e1gil e eficiente. O mesmo acontece quando falamos da comunica\u00e7\u00e3o e do posicionamento da marca destas empresas:<\/p>\n

 <\/p>\n

Uma boa gest\u00e3o de dados ajuda a adaptar a mensagem da empresa aos valores e necessidades dos seus p\u00fablicos-alvo.<\/em><\/p><\/blockquote>\n

[\/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 src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/footer-right-side-bot-f.png\" title_text=\"right-side-effect-f\" align=\"right\" src_tablet=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/right-side-effect-f.png\" src_phone=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/right-side-effect-f.png\" 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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\" 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Apesar de o sector da comunica\u00e7\u00e3o e das rela\u00e7\u00f5es p\u00fablicas, incluindo o meio acad\u00e9mico, ter come\u00e7ado a tomar consci\u00eancia da influ\u00eancia dos grandes volumes de dados no trabalho de comunica\u00e7\u00e3o,\u00a0poucos est\u00e3o ainda a desenvolver na pr\u00e1tica a aplica\u00e7\u00e3o da an\u00e1lise de dados para a cria\u00e7\u00e3o da sua estrat\u00e9gia de comunica\u00e7\u00e3o.<\/strong>para conhecer a opini\u00e3o dos seus p\u00fablicos ou para estabelecer contacto com eles da forma mais eficaz poss\u00edvel.<\/p>\n

De acordo com os dados do\u00a0Observat\u00f3rio Europeu da Comunica\u00e7\u00e3o 2016<\/a><\/u>Na Am\u00e9rica Latina, apenas 21% dos departamentos de comunica\u00e7\u00e3o afirmam ter realizado ac\u00e7\u00f5es relacionadas com big data. Na Am\u00e9rica Latina, e de acordo com o\u00a0Monitor de Comunica\u00e7\u00e3o da Am\u00e9rica Latina<\/a><\/u>No caso dos servi\u00e7os e ag\u00eancias de comunica\u00e7\u00e3o, este valor \u00e9 ainda mais baixo, com apenas 17,6 % dos servi\u00e7os e ag\u00eancias de comunica\u00e7\u00e3o a terem implementado este tipo de sistema.<\/p>\n

Entre as raz\u00f5es para a utiliza\u00e7\u00e3o muito reduzida da an\u00e1lise de dados contam-se as seguintes\u00a0falta de conhecimento dos gestores de comunica\u00e7\u00e3o<\/strong>\u00a0no tratamento desta metodologia e, em segundo lugar, a\u00a0falta de tempo para parar e analisar<\/strong>\u00a0os resultados obtidos.<\/p>\n

Em terceiro lugar, os gestores de comunica\u00e7\u00e3o atribuem o seu desinteresse pelos grandes volumes de dados \u00e0 falta de solu\u00e7\u00f5es para\u00a0software<\/u><\/a><\/strong>\u00a0que se adaptem \u00e0s necessidades de comunica\u00e7\u00e3o.<\/p>\n

A esta situa\u00e7\u00e3o devemos acrescentar que muitos dos profissionais que utilizam a an\u00e1lise de dados nos seus departamentos de comunica\u00e7\u00e3o utilizam pr\u00e1ticas ultrapassadas, excessivamente centradas na quantifica\u00e7\u00e3o do n\u00famero de impactos e do tom, deixando de lado vari\u00e1veis muito mais ricas do ponto de vista da reputa\u00e7\u00e3o.<\/p>\n

Os grandes volumes de dados est\u00e3o a ganhar gradualmente terreno em todas as esferas econ\u00f3micas, incluindo a comunica\u00e7\u00e3o empresarial e institucional.<\/strong>Por conseguinte, \u00e9 cada vez mais necess\u00e1rio que os respons\u00e1veis pelas organiza\u00e7\u00f5es, incluindo as Dircom, estejam conscientes da import\u00e2ncia de uma boa gest\u00e3o dos dados e da cria\u00e7\u00e3o de sistemas de medi\u00e7\u00e3o avan\u00e7ados para que as suas ac\u00e7\u00f5es obtenham melhores resultados.<\/p>\n

 <\/p>\n

Seguem-se os passos a dar por um servi\u00e7o de comunica\u00e7\u00e3o para implementar um sistema de medi\u00e7\u00e3o:<\/p>\n

\u00a0Antes de mais, \u00e9 necess\u00e1rio\u00a0ter uma cultura de medi\u00e7\u00e3o na empresa<\/strong>\u00a0e estabelecer uma cultura de dados no departamento de comunica\u00e7\u00e3o. Reconhecer o valor da medi\u00e7\u00e3o como uma pe\u00e7a fundamental que constitui a base para planear e gerir as ac\u00e7\u00f5es de comunica\u00e7\u00e3o. Por outras palavras, estabelecer o sistema de medi\u00e7\u00e3o no in\u00edcio de todo o processo de comunica\u00e7\u00e3o, de modo a que as m\u00e9tricas sejam a for\u00e7a motriz dessa comunica\u00e7\u00e3o.<\/p>\n

\u00a0Definir os objectivos da medi\u00e7\u00e3o.<\/strong>\u00a0O que se pretende obter com a implementa\u00e7\u00e3o de big data no departamento de comunica\u00e7\u00e3o. Definir como esta medi\u00e7\u00e3o, e os seus objectivos, v\u00e3o influenciar as ac\u00e7\u00f5es desenvolvidas na empresa a todos os n\u00edveis, contribuindo para a melhoria dos resultados.<\/p>\n

\u00a0Gest\u00e3o coordenada da comunica\u00e7\u00e3o<\/strong>\u00a0em linha e fora de linha, e externos e internos.<\/p>\n

\u00a0Sele\u00e7\u00e3o de fontes de dados<\/strong>\u00a0sobre os quais ser\u00e3o extra\u00eddas as informa\u00e7\u00f5es necess\u00e1rias ao tratamento e \u00e0 an\u00e1lise.<\/p>\n

\u00a0Medi\u00e7\u00e3o hol\u00edstica:<\/strong>\u00a0Homogeneizar os diferentes par\u00e2metros de medi\u00e7\u00e3o provenientes destas diferentes fontes (clipping offline, redes sociais, etc.), tanto no seu tratamento quantitativo como qualitativo.<\/p>\n

\u00a0Cria\u00e7\u00e3o de indicadores<\/strong>\u00a0que integram os resultados da comunica\u00e7\u00e3o e servem para estabelecer mecanismos de controlo da reputa\u00e7\u00e3o da empresa e da marca.<\/p>\n

\u00a0Aplicar os resultados de forma eficaz e r\u00e1pida<\/strong>\u00a0obtidos a partir da an\u00e1lise de dados na comunica\u00e7\u00e3o da empresa e nas diferentes \u00e1reas de neg\u00f3cio.<\/p>\n

 <\/p>\n

Se, depois de ler esta publica\u00e7\u00e3o, necessitar de informa\u00e7\u00f5es adicionais ou estiver interessado em criar um sistema de medi\u00e7\u00e3o da comunica\u00e7\u00e3o no seu servi\u00e7o, pode\u00a0entrar em contacto connosco<\/strong><\/u><\/a>\u00a0e um especialista em comunica\u00e7\u00e3o baseada em dados da nossa equipa poder\u00e1 ajud\u00e1-lo.<\/p>\n

[\/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\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|desktop\"][\/et_pb_image][\/et_pb_column][et_pb_column type=\"1_2\u2033 specialty_columns=\"2\u2033 _builder_version=\"3.25\u2033 custom_padding=\"||||\" custom_padding__hover=\"||||\"][et_pb_row_inner _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column_inner saved_specialty_column_type=\"1_2\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_text_color=\"#4d4d4d4d4d\" text_font_size=\"18px\" text_line_height=\"1.3em\" custom_margin=\"25px||||false|false\" custom_padding=\"||||false|false\" custom_css_main_element=\"font-weight: 400;\"]Obtenha melhores resultados[\/et_pb_text][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto|700|||||||\" text_text_color=\"#032f77\u2033 text_font_size=\"40px\" text_line_height=\"1.1em\" custom_margin=\"-5px||||false|false\" custom_padding=\"||||false|false\" custom_css_main_element=\"||font-weight: 900;\"]Os nossos servi\u00e7os podem ajud\u00e1-lo?[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner column_structure=\"1_2,1_2\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_margin=\"-25px||||false|false\"][et_pb_column_inner type=\"1_2\u2033 saved_specialty_column_type=\"1_2\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_button button_text=\"Ir para o Est\u00fadio Criativo\" button_alignment=\"left\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_button=\"on\" button_text_size=\"18px\" button_text_color=\"#032F77\u2033 button_bg_color=\"RGBA(0,0,0,0)\" button_border_width=\"3px\" button_border_color=\"#032F77\u2033 button_border_radius=\"1vw\" button_font=\"Roboto|700|||||||\" button_use_icon=\"off\" custom_margin=\"||||false|false\" button_use_icon=\"off\" custom_margin=\"||||false|false\" custom_padding=\"7px|0px|7px|0px|0px|true|true\" button_border_radius_tablet=\"4vw\" button_border_radius_phone=\"5vw\" button_border_radius_last_edited=\"on|phone\" custom_css_main_element=\"width:100%;||text-align: center;||box-shadow: 0 3px 6px 0 rgba(0, 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=\"#ffffffffff\" button_bg_color__hover_enabled=\"on|hover\" button_bg_color__hover=\"#032F77\u2033 button_bg_enable_enable_color__hover=\"on\"][\/et_pb_button][\/et_pb_column_inner][et_pbb_column_inner type=\"1_2\u2033 saved_specialty_column_type=\"1_2\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_button button_text=\"Ir para o Est\u00fadio Criativo\" button_alignment=\"left\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_button=\"on\" button_text_size=\"18px\" button_text_color=\"#032F77\u2033 button_bg_color=\"RGBA(0,0,0,0)\" button_border_width=\"3px\" button_border_color=\"#032F77\u2033 button_border_radius=\"1vw\" button_font=\"Roboto|700|||||||\" button_use_icon=\"off\" custom_margin=\"||||false|false\" button_use_icon=\"off\" custom_margin=\"||||false|false\" custom_padding=\"7px|0px|7px|0px|0px|true|true\" button_border_radius_tablet=\"4vw\" button_border_radius_phone=\"5vw\" button_border_radius_last_edited=\"on|tablet\" custom_css_main_element=\"width:100%;||text-align: center;||box-shadow: 0 3px 6px 0 rgba(0, 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=\"#ffffffffff\" button_bg_color__hover_enabled=\"on|hover\" button_bg_color__hover=\"#032F77\u2033 button_bg_enable_enable_color__hover=\"on\"][\/et_pb_button][\/et_pb_column_inner][\/et_pb_row_inner][\/et_pb_column][\/et_pb_section]<\/p>","protected":false},"excerpt":{"rendered":"

A configura\u00e7\u00e3o da agenda p\u00fablica mudou nos \u00faltimos dez anos. Os meios de comunica\u00e7\u00e3o tradicionais j\u00e1 n\u00e3o...<\/p>","protected":false},"author":2,"featured_media":3285,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\r\n

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