20 anos de experiência em Relações Públicas e Jornalismo
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O documento discute as mudanças nas Relações Públicas com a popularização das mídias sociais, incluindo a necessidade de as empresas se comunicarem diretamente com os consumidores online e monitorarem a reputação de suas marcas na internet. Também destaca os riscos para profissionais de Relações Públicas de fazer comentários inapropriados em suas redes sociais pessoais que possam comprometer seu emprego.
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20 anos de experiência em Relações Públicas e Jornalismo
- 2. 20 anos de experiência em Relações Públicas e Jornalismo Mais de 10 anos desenvolvendo projetos em internet IDGNOW! VÍRTUA, Globo.com iG KETCHUM DIGITAL Fernando Neves
- 3. Entre as 5 maiores empresas de RP do mundo 90 anos de mercado 25 de Brasil 100 escritórios em 70 países Entre as 10 maiores do Brasil
- 4. Lançamento em maio de 2008 Equipe especializada e dedicada Mais de 140 jobs realizados Completa oferta de serviços Ferramentas exclusivas Parte da Ketchum Global Digital Network
- 5. O QUE FAZEMOS Programa de Relacionamento Cobertura Multimídia News Room 2.0 Release 2.0 Monitoramento Chat Trax Gerenciamento de Perfis Produção de Conteúdo Digital Prevenção e Gerenciamento de Crise
- 8. SUA AVÔ NÃO SABE O QUE VOCÊ FAZ
- 9. O QUE FAZ UM RELAÇÕES PÚBLICAS Diálogo planejado e permanente entre uma determinada instituição e seus diversos públicos Cuida da reputação das empresas É uma ponte entre a empresa e seus públicos
- 11. QUANDO COMECEI MINHA CARREIRA...
- 12. LOGO DEPOIS
- 13. MAS A FERRAMENTA PRINCIPAL CONTINUOU A MESMA Recebeu o texto? Vai publicar?
- 14. REDE DE TODAS AS REDES
- 17. HIT X NICHO
- 18. CAUDA LONGA
- 19. MENSAGEM
- 20. MENSAGEM
- 21. ACESSO
- 23. UBIQUIDADE
- 25. O JORNAL VAI ACABAR...
- 26. O RELEASE VIROU MULTIMÍDIA
- 27. A SALA DE IMPRENSA VIROU SALA DE NOTÍCIAS news.fedex.com
- 28. INFORMAÇÃO NÃO É MAIS EXCLUSIVA news.fedex.com
- 29. MARCA NÃO É MAIS DA EMPRESA news.fedex.com
- 30. FALAMOS COM O CONSUMIDOR
- 34. #SCARLETJOHANSON
- 35. #FAIL
- 36. #FAIL
- 37. #FAIL = DESEMPREGO Editor da National Geographic é demitido por criticar a Veja no Twitter
- 38. Jornalistas do grupo Folha são demitidos após comentários no Twitter Fotógrafo apanha e é demitido após ironizar Palmeiras no Twitter #FAIL = DESEMPREGO
- 39. Tuíte causa demissão de diretor da Locaweb #FAIL = DESEMPREGO
- 40. Estudante que xingou nordestinos pelo Twitter é demitida #FAIL = DESEMPREGO
- 41. CUIDADOS 1 – Comentários negativos sobre o trabalho ou a empresa 2 – Defender a empresa em uma discussão online 3 – Comentar questões privadas da empresa em fóruns públicos 4 – Mudar de identidade e fingir ser outra pessoa 5 – Oferecer informações sobre vida pessoal 6 – Publicar fotos de gosto duvidoso
- 44. Obrigado!
Notes de l'éditeur
- WHEREAS ADVERTISING IS DISRUPTIVE & CREATIVELY DRIVEN AND DIGITAL DEVELOPMENT TENDS TO BE MORE ABOUT THE DESTINATION & UX DIGITAL PR IS ABOUT CONTENT TO FUEL A CONVERSATION ACROSS THE SOCIAL WEB
- Não na Internet. A rede que realmente nos colocou numa verdadeira aldeia global.
- Tanto produtos de nicho, quanto os de massa podem receber a mesma atenção das empresas.
- Alguns conceitos que por algum momento ganham evidência e depois perdem a visibilidade podem ser resgatados para explicar a importância da interação.
- As mensagens de massa.
- E as mensagens individualizadas, convivem no mesmo ambienete.
- Trazendo isso para o mundo corporativo. Há 10, 20 anos. A possibilidade de interação com as empresas era muito limitada. A empresa se fechava. Depois se abriu à espera dos consumidores.
- Hoje o sentido é inverso. Os consumidores ganharam voz e as empresas precisam estar em todos os lugares ao mesmo tempo.
- Seguir os hábitos dos seus consumidores. E levar a informação até eles.
- FedEx Newsroom http://news.fedex.com As it related to online communications to the media and key stakeholders, FedEx previously used a webpage with a static list of press releases. Ketchum Digital produced an award winning Web 2.0 site that integrates video and rich media, images, social bookmarking, the ability to browse content by geography with a Google Maps mash-up, subscriptions to news updates via SMS to mobile devices and email, RSS, and multi-media flash. As part of this new ground-breaking platform, Ketchum Digital has now also released the ability for FedEx to publish and share news in multiple languages in over 26 international markets. The permission-based content management system allows corporate to pre-determine content to be shared across all markets, while allowing local markets to customize aspects of their own content and design. FedEx Newsroom which had previously only received 4,500 unique visits per month, now boasts over 70,000 unique visitors every month. The international module which was released in December of 2007 and has further enhanced traffic by allowing FedEx to tell its story and manage reputation on a global platform. Activating Online Influencers + Communities Through a Rich, Dynamic, Interactive Experience Ongoing digital strategy + consultation Enhanced + optimized organic search Meme tracking Corporate/issue blog + Twitter microblogging Blogger relations Media rotator for latest news + updates Synchronization with news wire services Multilingual w/regionalized content capabilities Related news Moderated comments + ratings Rich + streaming media capabilities for video, pictures + podcasts Animated interactive flash elements Social bookmarking [Digg, Del.icio.us] Social network promotion [Facebook, TeeBeeDee, BlackPlanet, MiGente] Most popular search terms / tag cloud Email “send to friend” Email + mobile subscriptions, RSS + alerts to the media on new posts Interactive Google maps showing content + activities around the US Easy-to-use do-it-yourself publishing tools, or permission-based assistance
- FedEx Newsroom http://news.fedex.com As it related to online communications to the media and key stakeholders, FedEx previously used a webpage with a static list of press releases. Ketchum Digital produced an award winning Web 2.0 site that integrates video and rich media, images, social bookmarking, the ability to browse content by geography with a Google Maps mash-up, subscriptions to news updates via SMS to mobile devices and email, RSS, and multi-media flash. As part of this new ground-breaking platform, Ketchum Digital has now also released the ability for FedEx to publish and share news in multiple languages in over 26 international markets. The permission-based content management system allows corporate to pre-determine content to be shared across all markets, while allowing local markets to customize aspects of their own content and design. FedEx Newsroom which had previously only received 4,500 unique visits per month, now boasts over 70,000 unique visitors every month. The international module which was released in December of 2007 and has further enhanced traffic by allowing FedEx to tell its story and manage reputation on a global platform. Activating Online Influencers + Communities Through a Rich, Dynamic, Interactive Experience Ongoing digital strategy + consultation Enhanced + optimized organic search Meme tracking Corporate/issue blog + Twitter microblogging Blogger relations Media rotator for latest news + updates Synchronization with news wire services Multilingual w/regionalized content capabilities Related news Moderated comments + ratings Rich + streaming media capabilities for video, pictures + podcasts Animated interactive flash elements Social bookmarking [Digg, Del.icio.us] Social network promotion [Facebook, TeeBeeDee, BlackPlanet, MiGente] Most popular search terms / tag cloud Email “send to friend” Email + mobile subscriptions, RSS + alerts to the media on new posts Interactive Google maps showing content + activities around the US Easy-to-use do-it-yourself publishing tools, or permission-based assistance
- FedEx Newsroom http://news.fedex.com As it related to online communications to the media and key stakeholders, FedEx previously used a webpage with a static list of press releases. Ketchum Digital produced an award winning Web 2.0 site that integrates video and rich media, images, social bookmarking, the ability to browse content by geography with a Google Maps mash-up, subscriptions to news updates via SMS to mobile devices and email, RSS, and multi-media flash. As part of this new ground-breaking platform, Ketchum Digital has now also released the ability for FedEx to publish and share news in multiple languages in over 26 international markets. The permission-based content management system allows corporate to pre-determine content to be shared across all markets, while allowing local markets to customize aspects of their own content and design. FedEx Newsroom which had previously only received 4,500 unique visits per month, now boasts over 70,000 unique visitors every month. The international module which was released in December of 2007 and has further enhanced traffic by allowing FedEx to tell its story and manage reputation on a global platform. Activating Online Influencers + Communities Through a Rich, Dynamic, Interactive Experience Ongoing digital strategy + consultation Enhanced + optimized organic search Meme tracking Corporate/issue blog + Twitter microblogging Blogger relations Media rotator for latest news + updates Synchronization with news wire services Multilingual w/regionalized content capabilities Related news Moderated comments + ratings Rich + streaming media capabilities for video, pictures + podcasts Animated interactive flash elements Social bookmarking [Digg, Del.icio.us] Social network promotion [Facebook, TeeBeeDee, BlackPlanet, MiGente] Most popular search terms / tag cloud Email “send to friend” Email + mobile subscriptions, RSS + alerts to the media on new posts Interactive Google maps showing content + activities around the US Easy-to-use do-it-yourself publishing tools, or permission-based assistance
- FedEx Newsroom http://news.fedex.com As it related to online communications to the media and key stakeholders, FedEx previously used a webpage with a static list of press releases. Ketchum Digital produced an award winning Web 2.0 site that integrates video and rich media, images, social bookmarking, the ability to browse content by geography with a Google Maps mash-up, subscriptions to news updates via SMS to mobile devices and email, RSS, and multi-media flash. As part of this new ground-breaking platform, Ketchum Digital has now also released the ability for FedEx to publish and share news in multiple languages in over 26 international markets. The permission-based content management system allows corporate to pre-determine content to be shared across all markets, while allowing local markets to customize aspects of their own content and design. FedEx Newsroom which had previously only received 4,500 unique visits per month, now boasts over 70,000 unique visitors every month. The international module which was released in December of 2007 and has further enhanced traffic by allowing FedEx to tell its story and manage reputation on a global platform. Activating Online Influencers + Communities Through a Rich, Dynamic, Interactive Experience Ongoing digital strategy + consultation Enhanced + optimized organic search Meme tracking Corporate/issue blog + Twitter microblogging Blogger relations Media rotator for latest news + updates Synchronization with news wire services Multilingual w/regionalized content capabilities Related news Moderated comments + ratings Rich + streaming media capabilities for video, pictures + podcasts Animated interactive flash elements Social bookmarking [Digg, Del.icio.us] Social network promotion [Facebook, TeeBeeDee, BlackPlanet, MiGente] Most popular search terms / tag cloud Email “send to friend” Email + mobile subscriptions, RSS + alerts to the media on new posts Interactive Google maps showing content + activities around the US Easy-to-use do-it-yourself publishing tools, or permission-based assistance
- FedEx Newsroom http://news.fedex.com As it related to online communications to the media and key stakeholders, FedEx previously used a webpage with a static list of press releases. Ketchum Digital produced an award winning Web 2.0 site that integrates video and rich media, images, social bookmarking, the ability to browse content by geography with a Google Maps mash-up, subscriptions to news updates via SMS to mobile devices and email, RSS, and multi-media flash. As part of this new ground-breaking platform, Ketchum Digital has now also released the ability for FedEx to publish and share news in multiple languages in over 26 international markets. The permission-based content management system allows corporate to pre-determine content to be shared across all markets, while allowing local markets to customize aspects of their own content and design. FedEx Newsroom which had previously only received 4,500 unique visits per month, now boasts over 70,000 unique visitors every month. The international module which was released in December of 2007 and has further enhanced traffic by allowing FedEx to tell its story and manage reputation on a global platform. Activating Online Influencers + Communities Through a Rich, Dynamic, Interactive Experience Ongoing digital strategy + consultation Enhanced + optimized organic search Meme tracking Corporate/issue blog + Twitter microblogging Blogger relations Media rotator for latest news + updates Synchronization with news wire services Multilingual w/regionalized content capabilities Related news Moderated comments + ratings Rich + streaming media capabilities for video, pictures + podcasts Animated interactive flash elements Social bookmarking [Digg, Del.icio.us] Social network promotion [Facebook, TeeBeeDee, BlackPlanet, MiGente] Most popular search terms / tag cloud Email “send to friend” Email + mobile subscriptions, RSS + alerts to the media on new posts Interactive Google maps showing content + activities around the US Easy-to-use do-it-yourself publishing tools, or permission-based assistance