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#NC - Gestão de crise - Por Alynne Cid

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Apresentanção da convidada Alynne Cid no projeto #NósCompartilha realizado no dia 23 de setembro de 2013.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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#NC - Gestão de crise - Por Alynne Cid

  1. 1. CRISES NA WEB ALYNNE CID #NC CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB
  2. 2. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID • Formada em Publicidade e Propaganda pela UFPA. Blogueira, entusiasta das redes sociais, SAC 2.0 e relacionamento. • Criadora do Portal SAC 2.0, estudo do atendimento 2.0 nas redes sociais. @alynnecid | portalsac20.com.br Palestrante
  3. 3. • Crise vem do grego krisis, e significa decisão, julgamento. Dicionário Michaelis: Momento crítico ou decisivo. Situação aflitiva. Conjuntura perigosa, situação anormal e grave. Pode ser encarada como uma ameaça ou oportunidade. Depende das suas ações e atitudes tomadas. • Origina-se de um risco não administrado, calculado, minimizado ou prevenido. É o desdobramento de um fato, quando ganha relevância e evidência diante do público. • Crise é qualquer situação que ameace causar danos a uma entidade e o público em geral. • Uma crise afeta o principal bem de uma organização: #confiança. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID O que é Crise?
  4. 4. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID • Impactos: imagem e a reputação; clima organizacional; estabilidade da produção; Relacionamento com os diferentes públicos da organização; o balanço financeiro. • Reflexos Públicos: passam a ter dúvidas quanto à integridade e ética da organização. Uma crise envolve 4 elementos: 1. Ameaça a organização; 2. Elemento Surpresa; 3. Decisão de curto prazo; 4. Necessidade de mudança; (Segundo Martha Gabriel, se não houver necessidade é uma falha ou incidente). A boa comunicação é fundamental na prevenção ou solução de uma crise. O que é Crise?
  5. 5. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID Tipos de Crise CRISEEM REDES Origem dentro da empresa ou mercado e repercute nas redes. CRISE DE REDES origem na má administração das redes sociais.
  6. 6. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID CRISES
  7. 7. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID CRISES
  8. 8. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID CRISES
  9. 9. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID Tipos de Crise • Erros de planejamento de comunicação e estudo de mercado • Questões polêmicas, éticas, de preconceito e políticas • Problemas de atendimento tradicional • Problemas com sorteios ou regulamentos • Defeito ou não entrega de produto • Erros de português • Dúvidas do consumidor ou informação errada compartilhada • Crimes ambientais • Trolls, stalkers, famoso ou influente • Acidentes/incidentes (falhas humanas ou mecânicas) • Fusões, demissões e greves • Falência e fraudes contábeis • Desrespeito ao funcionário ou consumidor
  10. 10. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID • Desatenção aos riscos • A internet contribui para propagar com mais velocidade, alcance e durabilidade • Empresas despreparadas para o ambiente 2.0 • Demora em dar respostas • Respostas inadequadas • Desinteresse pela imagem corporativa Como as empresas têm agido?
  11. 11. Plano de Contenção de Crise
  12. 12. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID Coletar Coordenar Conter Corrigir Plano de Contenção de Crise Manutenção Proposta de 4Cs para o Plano de Contenção de Crise
  13. 13. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID Coletar (Mapeamento) • Analisar a empresa e sua cultura organizacional. • Identificar vulnerabilidades (riscos) que podem afetar o negócio no mundo virtual. • Checar vulnerabilidades que podem surgir off-line e repercutir on-line. • Implantar um monitoramento online constante da marca. • Desenvolver um plano de comunicação online. • Mapear influenciadores e formadores de opinião. • Integrar os setores da empresa.
  14. 14. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID Coordenar (Planejamento e Prevenção) • Planejar ações de contenção para cada vulnerabilidade, respostas para cada rumor. • Criar treinamento e guia de boas práticas para funcionários. • Criar uma comunicação online humanizada e bem estruturada. • Criar um monitoramento constante de sites, blogs, redes e portais de reclamação. • Criar um Comitê de Crise que tenha conhecimento da dinâmica das redes: Integração com todos os setores e com comitê de crise off-line. • Criar manual de crise online para a rápida • identificação de crises e suas inclusões no plano. • Estimar custos do plano e listar colaboradores.
  15. 15. Conter (Gerenciamento) • Calma, educação e paciência. • Avalie a crise e repasse ao comitê de crise, planeje ações iniciais, aja e monitore. • Organizar informações para a imprensa e consumidores online (comunicados, releases, coletiva, vídeos, hotsite com FAQ, canal de atendimento específico). • Rapidez, sinceridade e transparência. • Admita erros e apresentar soluções tomadas. • Apague somente spam e ofensas gratuitas que ferem regras gerais de interação. • Esclareça dúvidas e informações erradas. • Transforme crise em oportunidade. • Reafirme os valores a empresa. • Em crises com multinacionais, avisar e alinhar ações e respostas. • Colabore com imprensa e PROCONs e dê total suporte aos consumidores. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID
  16. 16. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID Corrigir (Análise Pós-crise) • Faça relatórios dos reflexos da Crise e da gestão e ajuste o plano. • Foque no conteúdo: mantenha posts atualizados referentes ao tema da crise. • Definir estratégia de reconstrução da reputação na marca na internet. • Agradecer stakeholders que estiveram ao lado da marca durante a crise.
  17. 17. Resumo
  18. 18. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID •Prevenção e planejamento de comunicação •Treinamento de funcionários •Formação de Comitê de Crise •Guia de gestão de crise •Monitoramento •Avaliação da crise e planejamento de ações •Organização de informações para a imprensa e consumidores •Rapidez, sinceridade e transparência •Monitoramento • Relatórios dos reflexos da Crise e da gestão e ajustes do plano. • Posts atualizados referentes à crise. • Reconstrução da marca • Monitoramento •Mapeamento de vulnerabilidades •Relatórios sobre a empresa •Monitoramento Coletar Coordenar Conter Corrigir Plano de Contenção de Crise Manutenção
  19. 19. Tags #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID #Entendimento #Planejamento #Envolvimento #Transparência #Rapidez #Voz #Confiança
  20. 20. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID A Era do Escândalo Lições, relatos e bastidores de quem viveu as grandes crises de imagem (Mário Rosa) Caiu na rede. E agora? Gestão e Gerenciamento de Crise nas Redes Sociais (Patrícia Teixeira) Referências
  21. 21. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID Como Iniciar uma Operação de Atendimento nas Mídias Sociais (SCUP e Marcelo Salgado) Guia de Boas Práticas em Gestão do Atendimento e Relacionamento em Redes Sociais (ABA e E.LIFE) Referências
  22. 22. #NC – CRISES NA WEB – CONSTRUINDO UM PLANO DE CONTENÇÃO DE CRISE NA WEB - ALYNNE CID Blogs: Mídia Boom Blog Mídia 8 Midiatismo Influenciadores: Martha Gabriel | @marthagabriel Marcelo Salgado | @marcelosalgado Israel Degasperi | @idegasperi Patrícia Teixeira | @patriciatrixe Referências
  23. 23. Dá-se muita atenção ao custo de se realizar algo, e nenhuma ao custo de não realizá-lo. #PhillipKotler “ ”
  24. 24. OBRIGADA!@alynnecid | www.portalsac20.com.br

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