{"id":3414,"date":"2018-01-26T17:03:37","date_gmt":"2018-01-26T17:03:37","guid":{"rendered":"https:\/\/www.cecubogroup.com\/?p=3414"},"modified":"2024-02-13T20:07:10","modified_gmt":"2024-02-13T20:07:10","slug":"big-data-y-comunicacion-corporativa-un-matrimonio-necesario","status":"publish","type":"post","link":"https:\/\/www.cecubogroup.com\/pt\/blog\/big-data-y-comunicacion-corporativa-un-matrimonio-necesario\/","title":{"rendered":"Big Data e comunica\u00e7\u00e3o empresarial, um casamento necess\u00e1rio"},"content":{"rendered":"

[et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px|||\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_margin=\"||||false|false\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][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\" global_colors_info=\"{}\"]Blogue[\/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\" global_colors_info=\"{}\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_row][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_post_title author=\"off\" comments=\"off\" featured_image=\"off\" _builder_version=\"4.14.2\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|false\" custom_padding_last_edited=\"on|tablet\" hover_enabled=\"0\u2033 global_colors_info=\"{}\" custom_css_post_meta=\"pointer-events: none;\" sticky_enabled=\"0\u2033][\/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\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][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;\" global_colors_info=\"{}\"]A capacidade de antecipar padr\u00f5es de comportamento e necessidades do p\u00fablico \u00e9 um rebu\u00e7ado para qualquer empresa, mas para isso temos de tirar conclus\u00f5es \u00fateis da vasta quantidade de dados que circulam no ambiente digital.
\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\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/750\u00d7421-c3-colage-om-2-1516951526.jpg\" title_text=\"750\u00d7421-c3-colage-om-2-1516951526\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=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|desktop\" 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\" global_colors_info=\"{}\"][\/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\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][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;\" global_colors_info=\"{}\"]A transforma\u00e7\u00e3o digital das empresas significou um antes e um depois na comunica\u00e7\u00e3o empresarial, condenando \u00e0 obsolesc\u00eancia estrat\u00e9gias que eram v\u00e1lidas at\u00e9 h\u00e1 poucos anos. O papel j\u00e1 n\u00e3o reina, os jornais j\u00e1 n\u00e3o s\u00e3o o principal canal para uma empresa fazer chegar as suas mensagens aos seus skateholders.<\/p>\n

A enorme quantidade de dados gerados e acedidos por qualquer empresa na Web est\u00e1 a obrigar os departamentos de comunica\u00e7\u00e3o a mudar de rumo.\u00a0A Dircom necessita de especialistas no estudo e na gest\u00e3o de Big Data.<\/strong>O excesso de informa\u00e7\u00e3o tem de ser analisado e depois convertido em estrat\u00e9gia empresarial.<\/p>\n

 
\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\" global_colors_info=\"{}\"][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;\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.7.7\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][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\" 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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\" global_colors_info=\"{}\" custom_css_main_element_last_edited=\"on|desktop\"]Conhe\u00e7a a efic\u00e1cia da sua estrat\u00e9gia[\/et_pb_text][et_pb_button button_url=\"https:\/\/www.cecubogroup.com\/servicios\/medir-la-comunicacion\/\" button_text=\"Ir para Medir a comunica\u00e7\u00e3o\" button_alignment=\"centre\" _builder_version=\"4.9.0\u2033 _module_preset=\"default\" custom_button=\"on\" button_text_color=\"#032F77\u2033 button_bg_color=\"#FFFFFFFFFFFF\" 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\" 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custom_margin_phone=\"30px||||false|false\" custom_margin_last_edited=\"on|phone\" global_colors_info=\"{}\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px|||\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][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;\" global_colors_info=\"{}\"]A\u00a0estudo<\/a><\/strong>\u00a0do ano de 2016 da Associa\u00e7\u00e3o Europeia de Educa\u00e7\u00e3o e Investiga\u00e7\u00e3o em Rela\u00e7\u00f5es P\u00fablicas (Euprera<\/a><\/strong>) e a Associa\u00e7\u00e3o Europeia de Directores de Comunica\u00e7\u00e3o (EACD<\/a><\/strong>), em que participaram 2710 profissionais da comunica\u00e7\u00e3o de 43 pa\u00edses diferentes, revela que a\u00a072% dos profissionais da comunica\u00e7\u00e3o consideram que a\u00a0<\/strong>Grandes volumes de dados<\/em>\u00a0mudar\u00e1 de profiss\u00e3o.<\/strong><\/p>\n

Qual \u00e9 o problema? Que apenas 21% dos profissionais de comunica\u00e7\u00e3o consultados sabem como gerir a revolu\u00e7\u00e3o do Big Data no seu trabalho quotidiano, como transformar a enorme quantidade de informa\u00e7\u00e3o a que t\u00eam acesso num plano de comunica\u00e7\u00e3o estrat\u00e9gico que permita o crescimento da sua empresa.<\/p>\n

 <\/p>\n

Podemos transmitir melhor a nossa imagem e os nossos valores com a utiliza\u00e7\u00e3o correcta de Big Data.<\/em><\/p><\/blockquote>\n

 <\/p>\n

Existem\u00a0ferramentas de an\u00e1lise de dados<\/a><\/strong>\u00a0que permitem monitorizar as reac\u00e7\u00f5es que uma mensagem provoca junto de um p\u00fablico de interesse em qualquer um dos canais de comunica\u00e7\u00e3o existentes. Se a Dircom trabalhar com especialistas em Big Data, pode utiliz\u00e1-los para medir cada uma das suas ac\u00e7\u00f5es e ter conhecimento do que os consumidores pensam sobre a sua marca.<\/p>\n

A partir desta an\u00e1lise, deve tirar conclus\u00f5es que\u00a0ajudar o diretor-geral a manter ou alterar a sua estrat\u00e9gia, tomando as medidas certas para melhorar a sua reputa\u00e7\u00e3o empresarial<\/strong>. Com uma utiliza\u00e7\u00e3o adequada do Big Data, podemos medir a nossa comunica\u00e7\u00e3o, detetar padr\u00f5es de comportamento e ser mais \u00fateis \u00e0 empresa, aumentando o clima de confian\u00e7a entre a dire\u00e7\u00e3o e o departamento de comunica\u00e7\u00e3o.<\/p>\n

O\u00a0anu\u00e1rio 2017<\/a><\/strong>\u00a0da Associa\u00e7\u00e3o Espanhola de Gestores de Comunica\u00e7\u00e3o (Dircom) inclui, pela primeira vez, o Big Data entre as sete tend\u00eancias de gest\u00e3o da comunica\u00e7\u00e3o que um profissional deve gerir. S\u00e3o as seguintes:<\/p>\n

 <\/p>\n

\u00a0Confian\u00e7a<\/p>\n

\u00a0Estrat\u00e9gia<\/p>\n

\u00a0Conte\u00fado<\/p>\n

\u00a0Empresa social<\/p>\n

\u00a0P\u00fablicos internos<\/p>\n

\u00a0Comunica\u00e7\u00e3o m\u00f3vel<\/p>\n

\u00a0Grandes volumes de dados<\/p>\n

 <\/p>\n

Embora algumas das tend\u00eancias n\u00e3o sejam novas, todas elas est\u00e3o hoje em dia relacionadas com o cen\u00e1rio digital em que nos movemos. Os dados que qualquer empresa trata tamb\u00e9m fornecem uma grande quantidade de informa\u00e7\u00f5es sobre o p\u00fablico interno. J\u00e1 fal\u00e1mos da necessidade de criar confian\u00e7a e de estabelecer estrat\u00e9gias nesta \u00e1rea.\u00a0blogue<\/a><\/strong>.<\/p>\n

Big Data ser\u00e1 um guarda-chuva abrangente, de facto a Universidade de Harward afirma que ser\u00e1\u00a0os especialistas em an\u00e1lise de dados ser\u00e3o os profissionais mais procurados no s\u00e9culo XXI<\/strong>. A comunica\u00e7\u00e3o empresarial n\u00e3o foi a primeira a chegar, mas os Dircoms j\u00e1 disp\u00f5em de ferramentas para se juntarem ao comboio.<\/p>\n

Neste ambiente digital em que a sociedade se move, \u00e9 tamb\u00e9m poss\u00edvel medir a efic\u00e1cia das nossas ac\u00e7\u00f5es de comunica\u00e7\u00e3o. \u00c9 papel da Dircom\u00a0utilizar os KPIs correctos para tornar tang\u00edvel o intang\u00edvel<\/strong>\u00a0e se a estrat\u00e9gia escolhida \u00e9 a correcta ou se \u00e9 necess\u00e1ria uma mudan\u00e7a de rumo.<\/p>\n

Tirar conclus\u00f5es a partir dos dados que tratamos, a fim de\u00a0transmitir melhor a imagem e os valores da nossa marca<\/strong>\u00a0\u00e9, sem d\u00favida, um dos grandes desafios do futuro para a Dircom. Antecipar as exig\u00eancias dos nossos p\u00fablicos-alvo \u00e9 um luxo ao alcance de uma empresa com as ferramentas certas.
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A capacidade de antecipar os padr\u00f5es de comportamento e as necessidades do p\u00fablico \u00e9 um doce para qualquer empresa....<\/p>","protected":false},"author":2,"featured_media":3419,"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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