In times of Whatsapp, Instagram, Skype, Facebook and e-mail, communication has become increasingly connected. And even though these means of communication are effective to convey a message, these platforms are not always the best for internal communication, that is, when sending messages to employees of a company.

Even though it may seem weird to resort to paper and pen, often these tools are much more effective than online alternatives. If you live in a condominium, what is the place where notices about meetings and assemblies are disclosed? The answer is probably in elevators and notice boards. That’s because these methods are always functional when giving quick warnings to those who are passing.

One of the most important topics for effective communication is where it will be advertised. Not just the tool (newspaper, e-mail, TV), but the place where such material will be available. Think about it, there’s no point in hanging a notice in the lobby of the building if all the residents leave through the underground parking lot. With that in mind, there are many things we can apply to small and large companies. Below are some tips on how to use more traditional means to communicate with your inner audience.

Check it out:

1. Corporate TVs and notice boardsVery common in offices and bank agencies, corporate TVs are a great option for communicating with the internal public. Whether they are housed in the cafeteria, in elevators, or in places that people do not only run by, but stay for a few minutes, they can serve as a powerful weapon of information dissemination. The same happens with notice boards, that while less glamorous, are a simple and very objective way to communicate something to employees.

2. News bulletin

In larger companies, where there is much circulation of people, internal newspapers can be a great option to get employees’ attention. Ideal for disseminating more detailed information, bulletins are widely used to communicate new processes and even to engage the public.

3. Dialogues and debates

It seems obvious, but it’s always good to remember that the good old conversation can solve a lot. Especially when it comes to small groups, dialogue is the best way to resolve certain issues, especially those that involve some conflict or problem. For such cases, it is interesting to bring together those concerned or affected and have an “eye-to-eye” conversation. At the end of the meeting, the best idea is to send a confirmation via e-mail or even a communication to be signed by those involved with the new resolutions. Finally, it is important to remember that online media can also be very useful, but with a bit of creativity, the offline world has a fertile ground for great campaigns and different opportunities for internal communication.

By Thamyris Barbosa

Working on a company’s internal communication is crucial. Therefore we’ve listed five steps to kick-start and implement this relationship with the internal audience in your company, bringing tools and tips to put those actions into practice.

The effectiveness of internal communication for a company can result in several gains, such as an increase in productivity, employee loyalty (or, in good English, can cause employees to do their best for the company) and, consequently, customer service. At the same time, the lack or failure of internal communication can lead to several problems. According to a study published by PMI (Project Management Institute), 56% of projects that fail within a company are unsuccessful as a result of communication problems.

1.We have flaws?It is a simple question, but at the same time it is one of utmost importance. Identifying failures, knowing the weaknesses of company communication and seeking to address them may be the best way to begin a strategic plan.

2. Know your audienceYou can’t identify failures without knowing what audience you are dealing with. Who are your collaborators? What do they look for? What do they want to know about the company they work for? What can the company offer? Knowing the answers to these questions is a good sign. If you do not know, start plotting your strategy for these answers.

3. Bet on feedbackAn effective way to answer the questions from the previous topic is investing in direct conversations with employees. Listening to what they have to say can increase motivation and productivity, as well as being an extremely economical tool to seek significant improvement in communication and in the overall performance of the company.

4. Reinforce the business’ purposesMission, values ​​and vision of the company are not concepts that should stay on paper only. They should really represent what the company means and should be passed on to the employee. They need to know what the company wants; otherwise how will they do their best for the company? Having the company’s goals and culture well aligned with employees is an effective way to engage them. 5. Establish a team for this areaGood internal communication will require a lot of work, for it requires continuous strategic planning, writing of texts and materials that generate interest and results, periodicity, among other activities that lead to engagement. To this end, establish a responsible team, or hire a specialized communication agency, such as Race Communications.

By Vanessa Assis

By Evelyn Spada

Every person, a universe. There are those who are more restless, those who like to give advice, those who dream, in short, there are innumerable characteristics that differentiate people. And with the brand is no different. Creating the personality and individuality of the company on social media can reveal a more humane and even humorous side of the brand.

Before of the channels of online service, the brands gain tone of voice and even hobbies. This enables customers to come closer to those with characteristics and values ​​for which they feel more affinity. But how can we ensure that the brand is notorious, desired and become the public’s “sweetheart”?

The answer is brand persona. That is, working the personality that the brand will have on social media. Through social platforms, it is possible to openly show the customer who the company is and even create an affective bond with this consumer. The first step to understanding who your company is on social media is to determine its mission, vision and values. This trio is the basis for the initial personality definitions. Another thing one must consider is the segment in which it operates. Sometimes the niche in which the company is inserted already suggests certain types of personas. Also, knowing and understanding the target audience is crucial.

The persona needs to be someone the consumer on the other side of the screen wants to talk or even have a coffee with.Throughout the creation of a persona, the brand will have to come up with tone of voice. It can be from a young tone, which is cool and uses slang, and even has a humorous tone. A classic example is the Penguin, from the Brazilian store Pontofrio. He is informal, talks to consumers, takes questions on the spot and even negotiates prices through their official profile.

Remember: the tone must be consistent across all interactions, both in comments and in direct messages.After all this survey and with a more detailed persona and closer to the reality of the market of operation, other items could be defined such as: the hobby of the brand, their lifestyle, to the point of coming up with a name and age. This will be the “persona card” to guarantee the standard in communication.

Remember: counting with the partnership of specialized agencies will help make the results more assertive. Get to know the work of Race Communication.

So, who is your company on social media?

By Thamyris Barbosa

Watching the news hasn’t been easy lately. The year has hardly begun and Brazil has already accumulated a series of tragedies of all kinds. Whether it is business and government negligence or even fatalities. Hard times. And since there is no way we can’t be shaken in the face of these events, we must learn how to deal with them not only in real life, but in social media as well.

Of course, if your business is directly linked to these disasters, this text won’t be of much help. For institutions that are on the inside, ideal is to adopt a crisis management agenda.

But even for those who are following the dramatic events of the beginning of the year from outside, it is important to be in tune with the moment and avoid slipping up. In times of collective commotion, any misstep can leave your company in the spotlight. And in order not to put it at the center of criticism, it is important to be cautious in any action. So here are some social networking etiquette tips.

Tragedy is not an opportunity

Being opportunistic, in that case, can be a big shot in the foot. It may seem that the floods in Rio de Janeiro are a great opportunity to advertise your new line of inflatable boats on social media, but it is not so. In that case, taking advantage of tragedies can show coldness and even a certain rudeness. People do not forgive and your company will certainly pay the price of this misconception on social media. Click here and see a case about it.

Less is more

Even if there is reason to celebrate the launch of a product the company has been preparing for months, in times like these it is important not to make great celebrations on social media. It is not good to overflow joy while so many people go through a moment of mourning. So the ideal is to wait a few days and wait for the dust to seetle.

“May your left hand not know what the right hand does”

In situations of major catastrophes, such as the case of the Brumadinho dam rupture, there may be a need for donations of food, hygiene products or even money. If your company wants to contribute, it will be great. But do not want to make big publicity out of it. This can have a reverse effect and damage your company’s image on social media. If you’re going to mobilize donations, fine. But if you simply want to show people that your company is supportive, do not do it.

By Rodrigo Freitas

It is no longer a novelty that we live in the digital age. There has never been so much progress in all spheres. Internet of Things and Artificial Intelligence are revolutionizing the world we have known so far. In a current scenario, the interactions have taken another proportion. It does not matter if we are baby boomers, generation X or millennials, we are all daily impacted by technology.

We do not have to go to the bank to pay a bill, worry about losing a file that’s in the cloud or even going to or calling a pizzeria. Nowadays it is even possible hold a wake in an online environment.

When we talk about communications, it is not necessary to turn on the radio, television or go to the street to be impacted by ads. By accessing social networks, sites, email or searching for a product or service on Google, we are bombed by them. Who has never researched a product or service and soon after, when surfing the web, was surprised by an advertising piece of that item?

Currently, there is a heated discussion about ” espionage ” of conversations, with the use of microphones coupled in smartphones. The subject, which is controversial, has legs every now an then. So much that, in 2017, the Brazilian advertising website Brainstorm9 even created a term for the subject, “Cumbucagate.”

Just to get an idea of ​​the impact of advertising in the digital environment, in the third quarter of 2018, Facebook’s revenue was $ 13.7 billion, while in 2017 over the same period, revenue was $ 10.3 billion, in other words, an increase of 33%. Among the factors that provided the increase is advertising (area that represents 92% of the total).

In additin to living in the digital age, we also experience the age of informational obesity. In order to publicize and increase market share, respectively, brands and companies unload information.

But what makes communication effective? How can companies and brands stand out in the digital environment?

Benefits of creating buyer personas

Although many organizations and / or companies still use the well-known concept of “target audience”, the creation of buyer personas becomes a key element in a Digital Marketing strategy.

Unlike the target audience, a broad group of consumers or users with related profiles (such as socioeconomic characteristics) who are predisposed to consume certain products or services, buyer personas are real customer archetypes, that is, characters that represent an ideal customer that has connection with the company, brand, product or service.

The adoption of personas is essential to direct the activations in the digital environment. Through the creation of these social actors, it is possible to establish a strategic communication line that will dialogue with the right public, that is, the communication will not “bark up the whole forest”, but it will be accurate.

The use of personas provides authenticity in the production of contents and pieces, because in this sense, the ideal formats for each activation are taken into account. When we think of personas working on the message, it does not become a commodity because you think about the needs of the beneficiaries. Language is not plural, but it respects the characteristics of each entity.

In this sense, content will not be the same for all audiences, but will take into account issues such as age, gender, linguistic characteristics, professional field, motivations, interests, personal tastes, schooling, “sorrows”, among other contexts.

Still based on the user’s journey, the creation of buyer personas allows the communication to understand which are the social networks indicated for each type of audience.

It also makes it easy for ad delivery to be non-random, as it will take into account the user’s purchase journey, including learning and discovery, problem recognition, consideration of the solution, and purchase decision.

By defining the profile of an ideal customer, marketing actions become more assertive. The business gains notoriety and becomes competitive.

What about you? Have you mapped and built the buyer personas of your brand and / or organization?

By Bárbara Christan

We are living the peak of Instagram. The app has been gaining form in recent years, increasing its base and reaching other age groups – parents, uncles, aunts and grandparents are migrating to the network. Suddenly, everyone plays the role of photographers, seeking the best click, and influencers, sharing consumer habits, books they liked, movies they watched. In this channel, each person is a creator of unique content, also disclosing opinions on political and governmental topics.

As a result, communication and digital marketing take advantage on this growth and develop ways to obtain and measure results. And that’s where automation tools come in, helping influencers and salespeople get their way across the network.

Currently, there are several tools that automate practices that people do organically in their networks, such as following profiles and hashtags, liking and commenting on publications, scheduling Instagram Stories and sending direct messages. With this automated flow, the growth of profiles is accelerated, and the tool performs all these actions. With the increase in the base of followers, the other metrics consequently rise. But caution is needed in this automatic process.

The end of automation is decreed by Facebook

In 2016, Facebook announced the depreciation of the Instagram API. API – Application Programming Interface – is a set of features that allow integration between systems and applications; they standardize and facilitate the data integration process. It allows the development of app that use the Instagram framework and provide better forms to use the platform.

With it, there are no more resources, such as: following and stop following, automatic commenting, automatic likes and dislikes, following the list of someone who follows a specific person, among others.

This change has been active for three years. The automation tools continue to function normally, however, they are considered irregular according to Instagram policy. And so, several accounts have been discovered and canceled by the network eversince.

What now?

Even with multiple accounts being deleted, some people and even brands continue to use automated features – either because they believe they will not be “caught” by the network or even by lack of knowledge. But for those who want to build solid work on social medias, careful and detailed planning is needed.

Get to know your audience, understand their sorrows and needs, create relevant content with their own style, and look for a visual identity that matches to their positioning and goals. And when planning and putting everything into practice, having the service of a specialized communication agency is essential to reach the desired numbers.