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Trabalho Gerenciamento de Crise na BI Internation de BH: Case Onix da Chevrolet

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Trabalho realizado pelos alunos do Professor Israel Degasperi na disciplina de gerenciamento de e-crises no MBA de marketing Digital na B.I Internation de Belo Horizonte nos dias 16 e 26 de Abril de 2014.

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Trabalho Gerenciamento de Crise na BI Internation de BH: Case Onix da Chevrolet

  1. 1. Alunos: Alexandre Arnaut Carlinda Helen Juliana Rezende Raiane Oliveira OnixChevrolet B.I. International
  2. 2. Fontes: https://www.facebook.com/chevroletbrasil/posts/442505299169564 http://revistaautoesporte.globo.com/Noticias/noticia/2013/10/onix-prisma-cobalt-e-spin-tem-defeito-no-motor.html http://www.reclameaqui.com.br/6808015/chevrolet/chevrolet-onix-defeito-no-motor-caiam-fora-dessa-marca/ B.I. International
  3. 3. B.I. International Gerenciamento de crises
  4. 4. Gerenciamentode crises B.I. International Detecção do problema Fonte: http://revistaautoesporte.globo.com/Noticias/noticia/2013/10/onix-prisma-cobalt-e-spin-tem-defeito-no-motor.html A General Motors do Brasil está silenciosamente substituindo uma importante peça do motor dos modelos Onix. A prática, que talvez possa ser configurada como "recall branco", vem acontecendo sem divulgação pública e envolve a troca das travas e das válvulas de admissão e escape dos motores 1.0 e 1.4. As peças apresentam um problema de fabricação que impede seu funcionamento adequado, o que pode levá-las a quebrar e afetar o funcionamento do motor.
  5. 5. Gerenciamentode crises B.I. International Políticas e termos de uso da página no Facebook e demais canais sociais. No caso específico de que desejam interagir com clientes e fornecedores nas redes nas mídias sociais, recomenda-se que sejam seguidas as diretrizes estabelecidas neste documento. Qualquer questão além dos casos previstos deve ser notificada ao departamento de comunicação e marketing da EMPRESA. O objetivo é garantir que as ações de comunicação utilizando as mídias sociais estejam alinhadas e coordenanadas com as mídias sociais institucionais oficiais e outros sites e mídias da EMPRESA.
  6. 6. Gerenciamentode crises B.I. International Políticas e termos de uso da página no Facebook e demais canais sociais. Princípios gerais da Conduta 1. boa-fé; 2. honestidade; 3. cortesia; 4. transparência; 5. moralidade; e 6. legalidade.
  7. 7. Gerenciamentode crises B.I. International DIRETRIZES GERAIS DE CONTEÚDO O conteúdo deve ser postado com o entendimento de que ele pode ser distribuído através da Internet e outros canais de mídia e pode ser visto pelo público em geral. Mesmo que versões recentemente postadas sejam excluídas ou modificadas, versões mais antigas das publicações submetidas anteriormente podem continuar a existir online. CONTEÚDOS E COMENTÁRIOS Não publique conteúdos com assuntos potencialmente provocativos, com temas controversos ou quaisquer outras questões de natureza polêmica que não sejam pertinentes/referentes a EMPRESA, PRODUTOS, UNIDADES, ÁREAS/DEPARTAMENTOS E FRANQUIAS. Compartilhe apenas informações apropriadas para o seu público-alvo.
  8. 8. Gerenciamentode crises B.I. International http://pt.slideshare.net/gleidsong7/guiadered essociaisvale http://manualmidias.sct.embrapa.br/documen tos/manual_de_conduta_em_midias_sociais_e dicao_1.pdf http://culturadigital.br/comunidadesicom/files /2012/04/Manual-M%C3%ADdias- Sociais_final.pdf file:///C:/Users/juliana/Downloads/cookbookp olticasdeusoredessociais-130520202324- phpapp02.pdf
  9. 9. Gerenciamentode crises B.I. International Linha de Atendimento Para responder qualquer tipo de menção ou interação na página recomendamos a utilização do primeiro nome da pessoa na mensagem. Assim, criamos um vínculo e pessoalidade de forma imediata com o interagente. Todas as respostas devem ser contextuais (ao assunto ou referências do interagente) e bem humoradas. Em caso de crise, o posicionamento oficial da empresa deverá ser adaptado para a linguagem da marca no meio online. Posicionamento Crise Onix Momento 1 Comunicado oficial da substituição da peça e demais reparos. Antes de ser feito o comunicado oficial, será feito um contato com todos os clientes do Onix para comunicar a falha e buscar os possíveis casos em que seja necessário o ressarcimento de algum valor em espécie ou troca do veículo. Feito isso, será lançado em todas as mídias sociais e TV o Comunicado seguindo o conceito:
  10. 10. Gerenciamentode crises B.I. International COMUNICADO A compra de um carro é momento muito importante na vida dos brasileiros. Você junta cada centavo, investe cada minuto no processo de compra e escolhe a gente. Você escolhe o Onix! E agora é o momento de pedir DESCULPAS. Sim, erramos. O lote XXXXX do Chevrollet Onix 2013 saiu com um defeito de fábrica e por diversos motivos demoramos mais que o esperado para descobrir e corrigir esse problema. Agora convocamos todos os proprietários para trazerem o seu veículo para o recall em nossas oficinas. Além disso, ressaltamos que estamos em contato com os clientes que tiveram maiores prejuízos com o defeito para que os danos causados seja ressarcidos. Mais uma vez, queremos pedir desculpas a todos os brasileiros, que compraram um Onix. Tendo ciência da desvalorização do veículo quando passa por um processo de recall, passado um tempo após a crise, vamos desenvolver uma campanha com o objetivo de reduzir as penalidades e desvalorização do veículo.
  11. 11. Gerenciamentode crises B.I. International Ações complementares 1) Propomos que a Chevrolet providencie a troca do motor dos carros que apresentarem problemas que comprometam a segurança do carro. 2) Propomos que a próxima revisão seja gratuita para todos aqueles que registraram problemas no carro.
  12. 12. B.I. International Gerenciamentode crises Momento 2 Campanha de valorização e utilização do veículo Conceito: a vida desvaloriza, mas você aproveita ela muito mais A ideia é criar um vide de caráter emocional, porém divertido que mostre pequenas avarias que acontecem com o carro e que também o desvaloriza, mas sem fazer uma referência direta ou inclusão de qualquer tipo de valor.

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