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Abstract(s)
A internet é considerada a tecnologia mais inovadora na sociedade de informação. O aparecimento das redes sociais e dos smartphones permitiu estreitar a comunicação entre as marcas e os seus consumidores, sendo considerada uma tecnologia consumer empowering. Esta tecnologia veio alterar as ferramentas utilizadas nos modelos tradicionais de marketing, impondo alterações nos modelos utilizados.
As marcas poderão aproveitar essas plataformas para chegar diretamente ao seu público, no entanto, ao integrar, nas suas estratégias de marketing, os media sociais, as empresas deverão estar conscientes da maior exposição a que vão estar sujeitas, surgindo a necessidade de incorporar esta nova realidade nas estratégias utilizadas pelas marcas. Devido ao electronic word-of-mouth, um comentário menos positivo nas redes sociais, pode fazer grandes danos na reputação da empresa.
Surge, então, a necessidade de aprofundar o estudo sobre as crises em ambiente digital. Com este estudo de caso exploratório pretende-se verificar o papel da comunicação de crise na relação com o consumidor e a comparação entre a perceção da marca e dos consumidores face à forma como essas crises são geridas em ambiente digital.
Através do estudo de caso da marca Zippy, realizado com recurso à triangulação de dados (análise documental, entrevista e inquérito com 204 respondentes), verificou-se que a estratégia de comunicação de crise utilizada pela marca foi a estratégia primária de assumir toda a responsabilidade pelos factos e que a perceção da marca e dos consumidores coincide relativamente à resolução da crise, isso é, existe concordância relativamente à recolha dos frascos de gomas das lojas. Ainda que formalmente, a comunicação de crise não esteja incluída nas estratégias de relação com o cliente, informalmente essa preocupação existe, observando-se através do issue management, do desenvolvimento do departamento de customer service e na clarificação de processos de comunicação interna.
Palavras-chave: comunicação de crise, ambiente digital, redes sociais, internet, marketing digital, empowerment, electronic Word of Mouth (eWoM), Relações Públicas online (ePR), Marketing 3.0, Zippy
The internet is considered one of the most innovative technologies of the information society. The emergence of social media and smartphones allowed a closer communication between brands and their consumers. The internet is a consumer empowering technology and changed the tools used in the traditional marketing models. Brands can use those platforms to reach directly to their audience; however, if brands incorporate social media into their marketing strategies, they should be aware of the increasing exposure made by the online environment. They need to incorporate this new reality in their strategies. Due to the eWoM, a less positive comment on social media, can do great damage to the brand’s image and reputation. That is the reason why online crisis communication is so important. This exploratory case study aims to verify the role of crisis communication (using digital platform’s) in the relation between brands and consumers. The study also aims to compare the perceptions, of the consumer and the brand, about the crisis management. The case used in the study was the Zippy’s case. The triangulation of data (document analysis, interviews and survey (sample of 204 respondents)), concluded that the crisis communications strategy used by Zippy was the primary strategy by taking all responsibility for the facts. The consumer agrees with Zippy in terms of the resolution of the crisis. In the opinion of the consumers, the brand was correct when collected the gum bottles. Although, in a formal way, communication crisis plans are not included in the Zippy’s marketing strategies, informally Zippy is tracking the information shared online about the brand, using the issue management, the development of the customer service department and the clarification of internal communication procedures.
The internet is considered one of the most innovative technologies of the information society. The emergence of social media and smartphones allowed a closer communication between brands and their consumers. The internet is a consumer empowering technology and changed the tools used in the traditional marketing models. Brands can use those platforms to reach directly to their audience; however, if brands incorporate social media into their marketing strategies, they should be aware of the increasing exposure made by the online environment. They need to incorporate this new reality in their strategies. Due to the eWoM, a less positive comment on social media, can do great damage to the brand’s image and reputation. That is the reason why online crisis communication is so important. This exploratory case study aims to verify the role of crisis communication (using digital platform’s) in the relation between brands and consumers. The study also aims to compare the perceptions, of the consumer and the brand, about the crisis management. The case used in the study was the Zippy’s case. The triangulation of data (document analysis, interviews and survey (sample of 204 respondents)), concluded that the crisis communications strategy used by Zippy was the primary strategy by taking all responsibility for the facts. The consumer agrees with Zippy in terms of the resolution of the crisis. In the opinion of the consumers, the brand was correct when collected the gum bottles. Although, in a formal way, communication crisis plans are not included in the Zippy’s marketing strategies, informally Zippy is tracking the information shared online about the brand, using the issue management, the development of the customer service department and the clarification of internal communication procedures.
Description
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Keywords
Comunicação de crise Ambiente digital Redes sociais Internet Marketing digital Empowerment Electronic word Of Mouth (eWoM) Relações públicas online (ePR) Marketing 3.0 Zippy