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Abstract(s)
Embora o crescimento das redes sociais seja cada vez mais significativo, a maioria das
organizações ainda não se encontra ciente do seu potencial e de como as podem utilizar
para beneficiar a sua organização.
Na maioria dos casos existe uma ambiguidade entre cliente e membro da comunidade
online, por meio da popularização do termo “Customer Relationship Management”
(CRM) ou traduzido, “Gestão de relacionamento com o cliente”. Contudo, não é
adequado porque os membros da comunidade online não são necessariamente clientes
da marca, ou seja, o termo correto será Community Relationship Management (CoRM).
Visto que representa com maior exatidão o que as pessoas fazem nas comunidades
online, como conversar, criar, contribuir e conectar.
As entidades conseguem aproveitar estas tendências, por intermédio de um profissional
responsável pela construção e gestão da sua comunidade online, intitulado de
community manager, com o intuito de manter relacionamentos estáveis e duradouros.
Este estudo discute a comunidade da marca eletrónica, em particular a comunidade
online da Xiaomi em Portugal. Resultado de um estágio de quatro meses na agência de
comunicação Creative Minds e da execução direta de funções de community manager
na marca Xiaomi Portugal e Mi Store Portugal.
Os objetivos do mesmo passam por 1) Analisar a influência do magnetismo da Mi Store
na confiança da comunidade da Xiaomi; 2) Examinar a experiência e a sua importância
na comunidade e 3) Avaliar a credibilidade da marca e a fidelidade da sua comunidade
através do community management, aplicado pela mesma nos seus canais digitais.
A análise incorporada neste relatório resulta da análise da experiência de consumidores
e fãs da marca e o seu contacto com a loja oficial da Xiaomi em Portugal. Como resultado,
conclui-se que a implementação do community management na gestão da sua
comunidade online teve efeitos significativos e influência no processo de decisão de
compra, muitas das vezes determinante para a sua fidelização.
Although the growth of social media is increasingly significant, most organizations are still unaware of its potential and how they can use it to benefit their organization. In most cases there is an ambiguity between customer and online community member through the popularization of the term "Customer Relationship Management" (CRM) or translated, "Customer Relationship Management". However, it is not appropriate because online community members are not necessarily customers of the brand, i.e., the correct term will be Community Relationship Management (CoRM). Since it more accurately represents what people do in online communities, such as chatting, creating, contributing, and connecting. Entities can take advantage of these trends by having a professional responsible for building and managing their online community, called a community manager, in order to maintain stable and lasting relationships. This study discusses the electronic brand community, in particular Xiaomi's online community in Portugal. It is the result of a four-month internship in the communication agency Creative Minds and the direct execution of community manager functions in the brand Xiaomi Portugal and Mi Store Portugal. The objectives of this report are 1) To analyze the influence of the magnetism of the Mi Store on the trust of the Xiaomi community; 2) To examine the experience and its importance in the community and 3) To evaluate the credibility of the brand and the loyalty of its community through community management, applied by the same in its digital channels. The analysis incorporated in this report results from the analysis of the experience of consumers and fans of the brand and their contact with the official Xiaomi store in Portugal. As a result, it is concluded that the implementation of community management in the management of their online community had significant effects and influence in the purchase decision process, often determining their loyalty.
Although the growth of social media is increasingly significant, most organizations are still unaware of its potential and how they can use it to benefit their organization. In most cases there is an ambiguity between customer and online community member through the popularization of the term "Customer Relationship Management" (CRM) or translated, "Customer Relationship Management". However, it is not appropriate because online community members are not necessarily customers of the brand, i.e., the correct term will be Community Relationship Management (CoRM). Since it more accurately represents what people do in online communities, such as chatting, creating, contributing, and connecting. Entities can take advantage of these trends by having a professional responsible for building and managing their online community, called a community manager, in order to maintain stable and lasting relationships. This study discusses the electronic brand community, in particular Xiaomi's online community in Portugal. It is the result of a four-month internship in the communication agency Creative Minds and the direct execution of community manager functions in the brand Xiaomi Portugal and Mi Store Portugal. The objectives of this report are 1) To analyze the influence of the magnetism of the Mi Store on the trust of the Xiaomi community; 2) To examine the experience and its importance in the community and 3) To evaluate the credibility of the brand and the loyalty of its community through community management, applied by the same in its digital channels. The analysis incorporated in this report results from the analysis of the experience of consumers and fans of the brand and their contact with the official Xiaomi store in Portugal. As a result, it is concluded that the implementation of community management in the management of their online community had significant effects and influence in the purchase decision process, often determining their loyalty.
Description
Keywords
Community Management Mi Store Smartphones Social Media Xiaomi