As práticas comunicacionais do pós-venda: o SAC na era das redes sociais on-line

Estudo sobre as práticas comunicacionais da área de pós-vendas nas redes sociais on-line, com relação ao atendimento das empresas e os canais por elas disponibilizados para interação com o consumidor. Dentre as etapas, realizou-se uma análise sobre os hábitos dos consumidores de realizar buscas nas redes socais on-line; com o intuito de chamar a atenção das empresas sobre problemas de pós-venda nestes canais (reclamações, dúvidas técnicas, sugestões etc.). O objetivo principal foi elaborar de forma cronológica e estruturada a práticas de comunicação no pós-venda por meio dos diversos canais do SAC; resgatando as fases evolutivas do SAC, a lei de proteção do consumidor, desde a era analógica (sem acesso à internet e espontânea), até a chegada das redes sociais on-line. Para tal estudo foram realizados: levantamento bibliográfico, exploratório e documental sobre a área de pós-venda, marketing de relacionamento e de resultados de pesquisas sobre os hábitos dos consumidores conectados à internet; apresentação de casos que exemplificam as práticas comunicacionais do mercado; entrevista aplicada com oito especialistas do mercado; e formulário eletrônico aplicado com gestores das centrais de atendimento. Com todas essas análises, foi possível traçar um diagnóstico sobre a realidade atual da área de atendimento ao cliente das empresas selecionadas, nas redes sociais on-line, além de reforçar sensivelmente a ideia do consumidor produtor de conteúdo (prosumer) e a mudança no fluxo comunicacional consumidor versus empresa.

As redes sociais e a participação política no âmbito do marketing político do Governo Federal Brasileiro entre 2011 e 2014 : atuação do Ministério da Educação no Facebook

A democracia contemporânea vem, ao longo das últimas décadas, recebendo cada vez mais influência dos meios de comunicação em seus processos. Com o surgimento e propagação da Internet, os governos tem precisado se adaptar e se preocupar com a transparência de suas ações e com as inúmeras vozes de atores sociais cada vez mais conectados, informados e munidos de ferramentas, por meio das quais, podem realizar comunicações de grande alcance de forma rápida e eficaz, sem o intermédio de grandes meios de comunicação. Com o objetivo de observar a relação entre o governos e cidadãos por meio das redess sociais online – um dos principais meios por onde a sociedade, hoje, tem se comunicado e se mobilizado sobre inúmeras, inclusive, políticas – esse estudo analisou como o Ministério da Educação do Brasil (MEC), órgão responsável pelo planejamento e desenvolvimento de políticas públicas para educação no país, trabalha sua comunicação com o cidadão por meio do Facebook e como utiliza essa ferramenta no processo de implementação e avaliação de suas políticas. O trabalho foi realizado por meio do estudo exploratório e da análise qualitativa dos dados colhidos na página MEC no Facebook entre anos de 2011 e 2014, período do primeiro mandato da presidente Dilma Rousseff. Com a análise, observou-se que o MEC modificou bastante a forma como se comunica por esta rede social, recebendo, inclusive, aparente melhor infra-estrutura para esta tarefa. Sua mudança de postura no Facebook deixa claro o interesse e a busca pela participação dos cidadadãos no desevolvimento de suas políticas públicas. Por outro lado, mostra que essa participação é, de certa forma, limitada pela atitude do MEC de não desenvolver diálogo com o cidadão, mantendo-os sempre a certa distância.

A social matching system for an online dating network : a preliminary study

Due to the change in attitudes and lifestyles, people expect to find new partners and friends via various ways now-a-days. Online dating networks create a network for people to meet each other and allow making contact with different objectives of developing a personal, romantic or sexual relationship. Due to the higher expectation of users, online matching companies are trying to adopt recommender systems. However, the existing recommendation techniques such as content-based, collaborative filtering or hybrid techniques focus on users explicit contact behaviors but ignore the implicit relationship among users in the network. This paper proposes a social matching system that uses past relations and user similarities in finding potential matches. The proposed system is evaluated on the dataset collected from an online dating network. Empirical analysis shows that the recommendation success rate has increased to 31% as compared to the baseline success rate of 19%.

The relationship between strategic positioning and perceived value of social networking sites

The use of social networking sites (SNS) by online citizens to share photos, update friends, play games and to connect with the world has exploded, with SNS and blogs now eclipsing email traffic (eMarketer 2009). Just one popular application on one SNS, (Farmville on Facebook) acquired more than 63 million users since its launch in June 2009 (Marketing 2009. The major global social networks are Facebook, Twitter, YouTube and MySpace, with Facebook claiming that it passed 350 million users in November (Marketing 2009). As usage increases and competition intensifies, the major sites must strategically position themselves to develop a competitive advantage in order to maintain or grow their share of the pie. So how do the major SNS position their brands, and do users perceive significant differences among the big players? This presentation answers these questions by reporting the results of an empirical study of SNS usage by Australian adults. Like other brands, aligning brand positioning strategies with user knowledge and perceptions of SNS is an important ingredient to achieving success (Keller 1993). Furthermore we compare the types of value for three different SNS to identify the relationships between the value derived by users and the stated positioning of the site.

Improving matching process in social network

Online dating networks, a type of social network, are gaining popularity. With many people joining and being available in the network, users are overwhelmed with choices when choosing their ideal partners. This problem can be overcome by utilizing recommendation methods. However, traditional recommendation methods are ineffective and inefficient for online dating networks where the dataset is sparse and/or large and two-way matching is required. We propose a methodology by using clustering, SimRank to recommend matching candidates to users in an online dating network. Data from a live online dating network is used in evaluation. The success rate of recommendation obtained using the proposed method is compared with baseline success rate of the network and the performance is improved by double.

Improving matching process in social network using implicit and explicit user information

Personalised social matching systems can be seen as recommender systems that recommend people to others in the social networks. However, with the rapid growth of users in social networks and the information that a social matching system requires about the users, recommender system techniques have become insufficiently adept at matching users in social networks. This paper presents a hybrid social matching system that takes advantage of both collaborative and content-based concepts of recommendation. The clustering technique is used to reduce the number of users that the matching system needs to consider and to overcome other problems from which social matching systems suffer, such as cold start problem due to the absence of implicit information about a new user. The proposed system has been evaluated on a dataset obtained from an online dating website. Empirical analysis shows that accuracy of the matching process is increased, using both user information (explicit data) and user behavior (implicit data).

Trust and reputation management in web-based social network

know personally. They also communicate with other members of the network who are the friends of their friends and may be friends of their friend’s network. They share their experiences and opinions within the social network about an item which may be a product or service. The user faces the problem of evaluating trust in a service or service provider before making a choice. Opinions, reputations and ecommendations will influence users' choice and usage of online resources. Recommendations may be received through a chain of friends of friends, so the problem for the user is to be able to evaluate various types of trust recommendations and reputations. This opinion or ecommendation has a great influence to choose to use or enjoy the item by the other user of the community. Users share information on the level of trust they explicitly assign to other users. This trust can be used to determine while taking decision based on any recommendation. In case of the absence of direct connection of the recommender user, propagated trust could be useful.

Online we are all able bodied : Online psychological sense of community and social support found through membership of disability-specific websites promotes well-being for people living with a physical disability

People with a physical disability are a population who for a number of reasons may be vulnerable to social isolation. Research into Internet-based support sites has found that social support and an online sense of community can be developed through computer mediated communication channels. This study aims to gain an understanding of the benefits that membership of disability-specific online communities may have for people with a physical disability. An online survey was administered to a sample of users of such sites (N = 160). Results indicated that users did receive moral support and personal advice through participating in such online communities. Further, results indicated that online social support and feeling a sense of community online were positively associated with participants' well-being in the areas of personal relations and personal growth.

Social network and aesthetic reflexivity in the creative industries

This article reviews some key critical writing about the commodification or exploitation of networked social relations in the creative industries. Through a comparative case study of networks in fashion and new media industries in the city of Manchester, UK, the article draws attention to the social, cultural and aesthetic aspects of the networks among creative practitioners. It argues that within the increasing commercialisation in the creative industries there are networked spaces within which non-instrumental values are created. The building of social networks reflects on the issue of how creatives perceive their work in these industries both economically and socially/culturally.

Building engaged, sustainable online communities : a case study of an adventure travel website

This paper will provide an overview of a join research initiative being developed by the Queensland University of Technology in conjunction with the Australian Smart Services Cooperative Research Centre in relation to the development and analysis of online communities. The intention of this project is to initially create an exciting and innovative web space around the concept of adventure travel and then to analyse the level of user engagement to uncover possible patterns and processes that could be used in the future development of other virtual online communities. Travel websites are not a new concept and there are many successful examples currently operating and generating profit. The intention of the QUT/Smart Services CRC project is to analyse the site metrics to determine the following: what specific conditions/parameters are required to foster a growing and engaged virtual community; when does the shift occur from external moderation to a more sustainable system of self-moderation within the online community; when do users begin to take ownership of a site and take an invested interested in the content and growth of an online community; and how to retain active contributors and high-impact power users on a long-term basis. With the travel website rapidly approaching release, this paper begins the process of reflection, outlining the process undertaken and the findings so far aggregated whilst also positioning the project within the greater context of current online user participation and user generated content research.

‘Show Me Your Wiki and I’ll Show you Mine’: Using Online Interactive Media to Improve Academic Writing and Research in a Public Health Under-Graduate Cohort

The number of Internet users in Australia has been steadily increasing, with over 10.9 million people currently subscribed to an internet provider (ABS, 2011). Over the past year, the most avid users of the Internet were 15 – 24 year olds, with approximately 95% accessing the internet on a regular basis (ABS, Social Trends, 2011). While the internet has been described as fundamental to higher education students, social and leisure internet tools are also increasingly being used by these students to generate and maintain their social and professional networks and interactions (Duffy & Bruns 2006). Rapid technological advancements have enabled greater and faster access to information for learning and education (Hemmi et al, 2009; Glassman and Kang, 2011). As such, we sought to integrate interactive, online social media into the assessment profile of a Public Health undergraduate cohort at the Queensland University of Technology (QUT). The aim of this exercise was to engage students to both develop and showcase their research on a range of complex, contemporary health issues within the online forum of Wikispaces (http://www.wikispaces.com/) for review and critique by their peers. We applied Bandura’s Social Learning Theory (SLT) to analyse the interactive processes from which students developed deeper and more sustained learning, and via which their overall academic writing standards were raised. This paper outlines the assessment task, and the students’ feedback on their learning outcomes in relation to the Attentional, Retentional, Motor Reproduction, and Motivational Processes outlined by Bandura in SLT. We conceptualise the findings in a theoretical model, and discuss the implications for this approach within the broader tertiary environment.

Engaging social customers : influencing new marketing strategies for social media information sources

A global, online quantitative study among 300 consumers of digital technology products found the most reliable information sources were friends, family or word of mouth (WOM) from someone they knew, followed by expert product reviews, and product reviews written by other consumers. The most unreliable information sources were advertising or infomercials, automated recommendations based on purchasing patterns or retailers. While a very small number of consumers evaluated products online, rating of products and online discussions were more frequent activities. The most popular social media websites for reviews were Facebook, Twitter, Amazon and e-Bay, indicating the importance of WOM in social networks and online media spaces that feature product reviews as it is the most persuasive piece of information in both online and offline social networks. These results suggest that ‘social customers’ must be considered as an integral part of a marketing strategy.

Synchronised integrated online e-health profiles

Web-based social networking applications have become increasingly important in recent years. The current applications in the healthcare sphere can support the health management, but to date there is no patient-controlled integrator. This paper proposes a platform called Multiple Profile Manager (MPM) that enables a user to create and manage an integrated profile that can be shared across numerous social network sites. Moreover, it is able to facilitate the collection of personal healthcare data, which makes a contribution to the development of public health informatics. Here we want to illustrate how patients and physicians can be benefited from enabling the platform for online social network sites. The MPM simplifies the management of patients' profiles and allows health professionals to obtain a more complete picture of the patients' background so that they can provide better health care. To do so, we demonstrate a prototype of the platform and describe its protocol specification, which is an XMPP (Extensible Messaging and Presence Protocol) [1] extension, for sharing and synchronising profile data (vCard²) between different social networks.

Much ado about nothing? Tracing the progress of innovations borne on enterprise social network sites

Enterprise social networks are organizationally bounded online platforms for users to interact with another and maintain interpersonal relationships. The allure of these technologies is often seen in intra-organizational communication, collaboration and innovation. How these technologies actually support organizational innovation efforts remains unclear. A specific challenge is whether digital content on these platforms converts to actual innovation development efforts. In this study we set out to examine innovation-centric content flows on enterprise social networking platforms, and advance a conceptual model that seeks to explain which innovation conveyed in the digital content will traverse from the digital platform into regular processes. We describe important constructs of our model and offer strategies for the operationalization of the constructs. We conclude with an outlook to our ongoing empirical study that will explore and validate the key propositions of our model, and we sketch some potential implications for industry and academia.