OUR PROJECTS
Energia Simples is a brand owned by PH Energia, Lda. to operate on the liberalized electricity market. Based on Oporto, Energia Simples was founded in November 2014 by renowned professionals with know-how in the energy, engineering, and technology fields. They shared common concerns on energy efficiency, environmental sustainability, and business ethics.
The concerns are all mirrored in what they are, internally and externally. The company offers self-consumption solutions that produce 100% renewable energy. To reduce their ecological footprint, environmentally friendly measures are being enforced inside the Energia Simples, and the team has gone fully digital.
The company is strengthening its presence in the Portuguese market, communicating consistently and coherently, through impactful key messages.
Energia Simples is working with BloomCast since October 2016.
THE CHALLENGE:
To strengthen the profile of Energia Simples, as well as place its CEO as an Opinion Leader in the Portuguese market, positioning them as a reference in the energy, innovation, and technology sectors.
To this end, it was and continues to be necessary to work on two fundamental axes: the importance of the liberalized market and sustainability, with the purchase of green energy.
The challenge was the need to create key messages that show the differentiation of Energia Simples in a competitive and little differentiated market. That was the main goal – communicating Energia Simples’ strategic vision in the energy efficiency field and its knowledge of the sector, as well as its challenges, mentioning its unique selling points.
The workflow is based on interconnected and current topics, such as: renewable energies, sustainability, the importance of energy communities, electric vehicles, hydrogen, peer-to-peer. The NZEB buildings are also a huge challenge, as it is essential to be up to date and communicate according to current measures implemented by the government and the European Union.
Over the past few years, Energia Simples has invested heavily in the production of energy from renewable sources, such as wind, mini-hydro and photovoltaic, having therefore installed more than eleven small-scale solar plants distributed all over the country, in a clear commitment to the future of this technology. It also invested in making all its Electricity Plans for private customers 100% renewable, without increasing costs.
This commitment shows the strategic and ambitious vision of Energia Simples for the diversification of sustainable energy sources, as well as boosting renewable energies and the liberalized market.
OUR PROPOSAL/RESPOSTA
Deliverables:
- Strategic consulting
- Media relations strategy
- One-to-one communication with specific media outlets
- Content development
- Social media strategy
- Crisis management
https://www.publico.pt/2018/06/27/economia/noticia/energia-simples-duplica-facturacao-e-espera-lucro-de-dois-milhoes-em-2018-1836077
The approach proposed involves the definition of messages to demonstrate Energia Simples’ differentiation in a sector where services are little differentiated in terms of the common user’s perception and where the idea of benefits is not fully clear.
In the beginning, it was also planned an event to present and make known the unique characteristics that differentiate the company, taking the opportunity to foster a goodwill relationship – the proposal was a breakfast meeting with key media outlets to Energia Simples.
https://www.noticiasaominuto.com/economia/1081126/e-importante-que-os-clientes-saibam-o-porque-de-gastarem-aquele-valor
Over the years, several subjects have been communicated, from new partnerships that were established, one of which with Vitória de Guimarães, to public tenders that were won – such as Bank of Portugal, Douro Intermunicipal Community and for Guarda-, to the creation of the First Parque Solar no Mercado Livre, the pioneer project in Portugal, inteGRIDy, among others.
https://www.jornaldenegocios.pt/empresas/detalhe/energia-simples-ganha-contrato-de-4-milhoes-do-banco-de-portugal
The expansion into the Spanish market to supply electricity was also a moment of huge media impact.
Through op-ed articles and interviews, Manuel Azevedo, CEO of Energia Simples, has been regularly voicing the company’s expertise in the energy sector, which allows to reinforce and consolidate the vision of Energia Simples as a leading company that follows the main technological trends.
https://www.dinheirovivo.pt/opiniao/o-impacto-da-covid-19-no-setor-da-energia-12690258.html
One of the actions was an editorial partnership with Vida Económica, a news outlet with a strong implementation in the northern region of Portugal, where Energia Simples has its greatest presence. The company’s CEO writes op-ed pieces regularly.
https://visao.sapo.pt/exame/opiniao-exame/2020-05-29-sera-que-ainda-queremos-um-carro-eletrico/
To strengthen the company’s identity, extensive relational work has also been carried out with the specialized news outlets, in order to position Manuel Azevedo as an Opinion Leader in this sector. Articles were published namely at Público, Expresso, Jornal de Negócios, Dinheiro Vivo, and Notícias ao Minuto.
“From an early stage, BloomCast has participated in the definition and implementation of an Energia Simples strategy for the media. Our growth has always been accompanied by the BloomCast team and expectations overcome with excellent results. As a long-term partner, it has a strong strategic sense that has allowed us, at every moment, to reach a wider audience with rigor and professionalism”, says Manuel Azevedo, CEO of Energia Simples.
Find out more about Energia Simples here.
Here, to see other Success Cases.
26OUR PROJECTS
PHC Software is a Portuguese multinational dedicated to the development of innovative management solutions.
The recent opening of the new headquarters, named House of Digital Business, was an opportunity to communicate this project focused on the promotion of employees’ well-being and the innovation of the technological ecosystem in Portugal.
PHC is working with BloomCast since 2017.
THE CHALLENGE:
To increase PHC’s notoriety as one of the best companies to work for in Portugal and communicate a new corporate identity: “Better Management for Happier People”.
The communication of the new facilities began to be designed and carried out in 2019, involving three identities: PHC Software, TagusPark, and Openbook Architecture, the architects responsible for the building’s design.
In 2019, the focus was on the renovation of Taguspark and the investment made with the headquarters of PHC Software. One year later, there was a shift to the concept of “Best Experience at Work”, and how the change would bring the company closer to the best working experiences.
2019: https://www.idealista.pt/news/financas/investimentos/2019/11/06/41417-nova-sede-da-phc-no-taguspark-comeca-a-ganhar-vida-apos-investimento-de-12-milhoes
2020: https://www.jornaldenegocios.pt/negocios-em-rede/taguspark/detalhe/phc-muda-se-para-o-taguspark-e-miniclip-vai-ter-nova-sede
The new PHC identity was fully embedded in the new facilities that opened in 2021, as the concept of “Better Management for Happier People” reflects a turning point in the way the company views work and its employees. In this way, the headquarters are an extension of this new way of seeing the work environment.
OUR PROPOSAL/RESPOSTA
Deliverables:
- Media relations strategy
- One-to-one communication with specific media outlets
- Press realeses
- Build and strengthen the relationship with local reporters
https://hrportugal.sapo.pt/ja-foi-apresentado-o-escritorio-que-vai-revolucionar-o-futuro-do-trabalho-veja-o-que-distingue/
For this project, the chosen approach was the communication of the new office, highlighting the perspective of well-being and happiness of its employees. In this way, we create greater visibility to a new perspective of happiness of human resources, namely in the IT area, valuing a corporate culture of strong cohesion and maximum productivity. This project is a prime example of best practices in Employee Engagement, in a relaxed environment, but with a high degree of professionalism and productivity.
The ultimate idea to be shared by BloomCast was the message that the new PHC Software facilities in Taguspark, Oeiras, with a capacity for 300 job posts, are a window to the future of work and productivity among all companies. The building and the areas were designed from scratch to provide a hybrid work model where the feeling of working from home is combined with the interaction, cooperation, and creativity provided by the installations.
https://www.youtube.com/watch?v=ahit3M_eAdY
“BloomCast has been a trusted partner in the field of public relations, always available and with an excellent capacity for work. The result of this partnership is mirrored in several years of consolidation and growth of our media impact in Portugal, always aligned with our strategic goals. The communication about the House of Digital Business, PHC’s new headquarters, is an example of this”, says Nuno da Silva Jorge, Head of Corporate Affairs at PHC.
Find out more about the company which is revolutionizing the work experience in Portugal. PHC.
Here, to see other Success Cases.
OUR PROJECTS
OrCam Technologies is an Israeli-based company leader in artificial intelligence assistance solutions and provider of two products for blind and visually impaired people – OrCam MyEye and OrCam Read.
The company has been strengthening its presence in the Portuguese market, creating a solid network of partnerships, and communicating consistently and coherently, through impactful key messages.
OrCam Technologies is working with BloomCast since October 2019.
THE CHALLENGE:
To increase the awareness and recognition of OrCam products in the Portuguese market, positioning the company as a reference in innovation, assistance technology, and health sectors.
To achieve it, it is necessary to manage delicate subjects, such as disability, blindness, dyslexia, and education, communicating the products directly and indirectly through these main areas. The biggest challenge is to create messages that mirror the difficulties faced by people with visual impairment, and how OrCam solutions can help every day in various contexts, from workplaces to the education system.
Additionally, it is critical to build connections and deliver key messages to a wide range of target audiences – people with low vision, their relatives, healthcare workers, organizations, or the public in general. As the vision assistance solutions market is overloaded, the key is highlighting how innovative OrCam Technologies is.
The company also wants to work with brand ambassadors and influencers, at the national and international levels, as well as promote the digital and youthful side of the brand.
BloomCast is managing all OrCam Technologies partnerships in Portugal, especially with educational institutions.
OUR PROPOSAL/RESPOSTA
Deliverables:
- Media relations strategy
- One-to-one communication with specific media outlets
- Build and strengthen the relationship with local reporters
- Partnerships with educational institutions
- Proposals and managing influencers and brand ambassadors’ activities
https://sicnoticias.pt/programas/futurohoje/2019-11-12-Uma-camara-que-ajuda-a-ver
https://visao.sapo.pt/exameinformatica/videos-ei/eitv/2019-11-11-Exame-Informatica-TV-n-666/
The approach that has been chosen is based on the communication of product launches, awards, and stories from users and brand ambassadors. Fabio Rodriguez, Country Manager for Portugal and Spain, is frequently contributing with op-eds and interviews to present the expertise and know-how of OrCam Technologies in different formats.
https://www.forbespt.com/vendas-da-orcam-technologies-atingem-130-em-portugal/
In September 2020, the brand announced a partnership with football legend Lionel Messi to raise awareness on visual assistance technology solutions, making them more accessible. The campaign is also focused on the challenges faced by blind or visually impaired people.
OrCam Technologies will take Messi to meet dozens of blind people around the world, to make their dreams come true. They will meet with the football ace and receive an OrCam MyEye. Although there are no Portuguese users, the story of a Brazilian had a great impact on the Portuguese media.
https://observador.pt/2020/09/09/o-trajeto-de-superacao-de-mizael-conrado-que-comoveu-messi-o-primeiro-embaixador-da-orcam-technologies/
To strengthen the Portuguese identity of the brand, extensive cooperation has been carried out with partners in the education field (National Library of Portugal, Maria Amália Vaz de Carvalho School, Lisbon, the Polytechnic Institute of Leiria) and the low vision sector (SERTEC, Ataraxia).
On World Book Day (April 23, 2021), all the partners worked together with BloomCast on an awareness action about the reading challenges faced by people with low vision. A Youtube video of this collaboration was shared on OrCam Technologies’ social media platforms.
https://www.youtube.com/watch?v=vK7pfpfC8rQ
“When we entered the Portuguese market in 2019,we realized we needed a partner for two crucial topics: helping us grow our brand awareness and increase the knowledge of the Portuguese population about the challenges visually impaired people faced. BloomCast has proven to be a fantastic partner as in a matter of months we started to see results with top tier media publications that allowed us to position ourselves as the best innovators in the industry. Our strong position and sales in the country are certainly a combination of many factors but we at OrCam are aware that BloomCast has been a key contributor” – says Fabio Rodríguez, Country Manager for Portugal and Spain of OrCam Technologies.
Find out more about OrCam Technologies’ solutions that are changing the lives of thousands of people around the world.
Here, to see other Success Cases.
OUR PROJECTS
DPO Consulting is a company based in Lisbon led by the Portuguese lawyer Elsa Veloso, providing consultancy services focused on Privacy, Data Protection, and Information Security.
Regardingthe exposure of personal data of activists by the Lisbon City Council to the Russian Embassy, it was necessary to act immediately to position DPO Consulting as a leading consultant on this issue and create media opportunities.
DPO Consulting is working with BloomCast since 2017.
THE CHALLENGE:
To position DPO Consulting as a leading specialized consultant, as well as increase its reputation through the “Russiagate”
Timing is everything and it was the main reason for our success.
First, it was essential to identify and analyze the whole situation, taking into consideration different approaches to various media outlets (TV, radio, newspapers). Then, we presented Elsa Veloso, CEO, and founder of DPO Consulting, as an expert in the areas of Privacy, Data Protection, and Information Security.
To consolidate our proposal, it was important to prepare a briefing with Elsa Veloso’s resumé and a presentation of DPO Consulting’s services and expertise.
https://sicnoticias.pt/pais/2021-06-12-Envio-de-dados-de-ativistas.-Governo-diz-que-regime-de-protecao-de-dados-sobrepoe-se-as-leis-nacionais-25817ccb
OUR PROPOSAL/resposta:
Deliverables
- Media relations strategy
- One-to-one communication with specific media outlets
- Different media outlets contacted (Diversificação de OCS)
- Build and strengthen the relationship with local reporters
The approach was based on One-on-one communication with specific media outlets and reporters, through tailored-made proposals for interviews and comments focused on the issue. In each proposal, we have highlighted the lawyer’s view on the case: the exposure of personal data was in “total” non-compliance with the current law.
https://www.dinheirovivo.pt/economia/nada-justifica-a-quebra-da-protecao-de-dados-e-pode-haver-responsabilidade-criminal-13828603.html
The partnership developed between BloomCast and DPO Consulting resulted in several interviews and comments of Elsa Veloso, in different media outlets and formats.
https://observador.pt/programas/resposta-pronta/mp-tem-que-agir-e-curto-deixarmos-a-camara-municipal-de-lisboa-ser-juiza-em-causa-propria/
“This project was the result of a collaboration based on mutual trust, but also on the rigour, dynamism and speed that the subject required. The ability to produce relevant content in a timely manner was essential to the success of this project which also, from a technical point of view, was quite demanding regarding Privacy, Data Protection and Information Security. The cooperation between BloomCast and DPO Consulting was essential to achieve the final results”. – Refers Elsa Veloso, CEO of DPO Consulting
Find out more about the services available at DPO Consulting.
Here, to see other Success Cases.
Messi will be the first ambassador of OrCam Technologies, the company that creates and develops solutions for the blind, and this made him aware of the history of the leader of the Paralympic Committee of Brazil.
(…)
The Blaugrana captain has just become the first ambassador for OrCam Technologies, the company responsible for creating and developing assistance solutions for the blind. The OrCam MyEye, intended for people who are blind or have vision difficulties is a small portable device that captures images by the second and reads them aloud to the user, thus allowing a book to be read, recognize faces or colours and understanding supermarket products in front of them. During the process, Lionel Messi met several people to whom he was offering the pioneering device while contacting with their stories, one story in particular – the life story of the current president of the Paralympic Committee of Brazil, Mizael Conrado.
“There were some particularly striking stories. For example, the history of the Brazilian user, Mizael Conrado, 42 years old. The special connection with him came for what they have in common: the love of football. Mizael always had the dream of becoming a football player and even though he was blind since the age of nine, he played in 5 Paralympic football matches for the Brazilian team in 14 years, winning two gold medals at the Paralympics in Athens and Beijing. Nowadays, he is the president of the Brazilian Paralympic Committee. As this user still speaks Spanish, the two exchanged views about the world of football” explained Fabio Rodríguez, Portugal and Spain OrCam Country Manager, to the Observer, before highlighting other cases involving Messi.
“Because he is the father of three children, the stories of the youngest users also marked the player, with whom he felt a special connection. With Abril, a user from Uruguay, Messi paid special attention to the adversities that blind children face, while also creating an emphatic connection with the child’s parents” said Rodríguez.
Born in Santo André, Mizael Conrado was born blind due to a congenital cataract, he had surgery four times as a baby to recover his vision but, because of retinal dislocation, started to lose his vision again at the age of nine, becoming totally blind at 13. He studied at Instituto Padre Chico, specialized for people with partial or total vision impairments, and later graduated in Law from the University of São Paulo, having one of the greatest careers among Brazilian Paralympic athletes: he was twice champion in the games of 2004 and 2008 and two-times world champion (1998 and 2000) among many other collective titles, being considered the best football player in the world in 5 in 1998, four years after winning the first trophy.
Today he is the president of the Paralympic Committee of Brazil, after eight years, until 2017, as a deputy and as the association general secretary, in addition to being deputy of the Human Rights Commission of the Brazilian Lawyers Association of São Paulo. Among many other positions held at state, national and international (he is part of the Executive Committee of the World Union of the Blind and the Latin American Union of the Blind), he took on a relevant role in the approval of the Law for the Inclusion of Persons with Disabilities in Brazil.
“Having the Support of an important figure like Lionel Messi is a big step for OrCam Technologies. Our goal as a company is to be able to use technology based on artificial intelligence to help people with visual impairments to be more independent and happier, but the goal of this campaign is to share with the world what is more important: the incredible stories of overcoming difficulties that blind people have. Lionel Messi in addition to being a world star, is the personification of how to maximize our own potential and how to overcome limits. By joining this campaign and showing a willingness to share the message of this life-changing technology, this person admired worldwide shows a new facet of himself. It is a figure that transcends the limits of countries and languages and for that reason he can help us reach millions of people who need help”, added Rodríguez, regarding the choice of the Argentine as ambassador.
Lionel Messi also addressed the association with OrCam Technologies, announced this Wednesday. “I am very pleased to be able to be part of a project whose main mission is to improve the lives of the blind and visually impaired people. Being an OrCam Ambassador will allow you to meet people with incredible life stories, who deserve to have something to help them. Being able to give this alternative to myself will be invaluable. All these emotions were incredible, meeting this incredible group of people from all over the world was a magical and inspiring moment. Witnessing these experiences showed me that this will be a device that will change everyone’s lives”, commented the Barcelona player, who is from now on the brand’s first ambassador.
Interview with Fabio Rodríguez, Portugal and Spain OrCam Country Manager, to Observador
Read more here.
In the last few months there were a lot of news that came to pinpoint the limitations in the response of the telephone line that was making a first screening and forwarding of potential cases of Covid-19 in Portugal. During this period, there were also several announcements of guardianship on the reinforcement of the line’s capacity and other improvements to the response capacity.
Now Altitude Software, a Portuguese multinational that – in partnership with the Company Altice – provides the technological solution to support the line, came to reveal and detail what changes were made and which technologies ended up having a relevant role in strengthening a line that registers 40 thousand daily contacts.
The pandemic support plan was activated in March and involved the operation of 2200 new service lines and the integration of new tools, including 1900 interactive answering systems (Interactive Voice Response) and Voice Bots to automate a first line of assistance response and screen what were Covid-19 cases. With the new systems, which take advantage of technologies such as artificial intelligence, it was possible to «reallocate health professionals’ time to the next stages of the care process», emphasizes Altitude.
As the pandemic progressed, new tools were integrated into the screening and care process, such as a mobile application to streamline remote appointments scheduled by health professionals or a video channel capable of responding to the needs of the mute-deaf community.
As Altitude explains, whenever a video call is requested through the SNS24 website, access to a sign language translator is now automatically established to facilitate communication.
During the last few months, health professionals who serve via the hotline have also seen the possibility of responding to users’ contacts from anywhere, via mobile phone and with the security of a VPN connection. The technological solution to support the call centre is hosted in the cloud, which facilitated the transition of the service to a remote regime at a time when confinement obligations restricted mobility, explains Altitude.
The technological support of the Health Ministry contact centres is ensured by Altitude’s Xperience Engagement since 2018. To respond to the pandemic it was necessary to reinforce capacity and introduce new features that, according to the company, were planned and executed in three days.
Initially published in Ntech.News.
“Throughout these centuries of existence, the Ordem da Trindade has faced wars and pandemics, invasions and crisis, lived through different political regimes and performed different missions, always relevant to the city of Porto and its citizens” says Francisco Miranda Duarte, general director of this private, non-profit social solidarity institution.
It’s one of the oldest and most emblematic institutions in Oporto, which this year, 2020, when it celebrated its 265th anniversary, decided to proceed with a deep project to rehabilitate its infrastructure, increase capacity and improve the quality of the services that provides.
As Fate would have it, the works started at the beginning of a world pandemic: “They started on February 3rd and were expected to be completed by the end of May next year”, revealed an official source of the Ordem da Trindade to Negócios.
At stake is the rehabilitation of the entire rectangular block the institution occupies, located between the building of the Oporto Townhall and the Trindade metropolitan station.
“The objective of the project is to rehabilitate the built complex of the Ordem da Trindade, with a particular focus on the profound remodeling of the hospital, providing it with better structural conditions and cutting-edge technical means, which allow it to increase the quality of the services provided and the capacity of response to citizens”, detailed the same responsible.
Its unit of continuous care “which is a reference unit of the National Network of Integrated Continuous Care (RNCCI) and the only one inserted in the municipality of Oporto”, will see its capacity increased by an additional 30 beds “making available to Oporto residents an innovative Convalescence Care Unite” to be allocated on floors 5, 6 and 7 of the North Wing, facing the Trindade Metro Station.
Sacred art with 265 years of history and digital solutions in the future museum
The Trindade Church, which is part of the institution’s block, will also undergo works of improvement and structural consolidation “and will integrate, together with a museum path to be defined and built, the future Museum of the Trindade Church”, revealed the same source to Negócios.
“It will be a relevant cultural space for the city and for citizens in general, using digital technological solutions, but it will also include the extraordinary collection of sacred art with 265 years of history”, he stressed.
As a matter of fact, he summarized “all the facade covers and cloths will still be recovered, but also an impactful intervention in the rehabilitation of outdoor spaces, with an increased concern in terms of mobility and accessibility for citizens”.
The global value of the investment will be “greater than 10 million Euros”.
More information here.
In Jornal de Negócios.
Avila Spaces, a business center located in Lisbon and profusely distinguished in innovation in the flexible workspaces market, created the WORK SAFE initiative, a set of measures to guarantee the protection of customers in their return to their shared workspaces. In this context, it adopted seven security measures that are already being applied by international hotel and aviation companies and that can serve as an example or other national companies. These measures are:
- Check-in Safety: upon arriving at Avila Spaces, a temperature test (optional) will be carried out and customers will be asked to disinfect their hands with alcohol. If necessary, a protective mask will also be provided. Each client will need to bring a paper placemat to use on their worktables, to avoid contact with surfaced. In the end, this placemat will be put in recycling.
- Distance and protection of desks: the tables in the business lounge area and individual desks in the coworking area have an acrylic partition that separates the workplaces, to maintain the recommended distance.
- Hygiene protocol: a protective mask should be used in the space and in the common areas there are several alcohol dispensers to clean your hands when entering and leaving Avila Spaces. The cleaning of all surfaces will be enhanced and there will be dedicated employees for this procedure.
- Air renovation: meetings in the Avila Spaces terrace will be privileged; the cleaning and maintenance of the AC will be done more regularly. Priority will also be given to opening windows to circulate the air in the business lounge area.
- Meeting rooms: meeting rooms will have a reduced capacity to guarantee the distance between users, being immediately cleaned and disinfected as soon as a meeting ends.
- Commons spaces: the Avila Spaces reception will be protected by an acrylic wall and the circulation in the business lounge is regulated with arrows, to guarantee the distance.
- Cup: the cutlery is placed in disposable paper bags and the garbage will be closed and placed in the proper containers with greater regularity by the Avila Spaces team.
Carlos Gonçalves, chief executive officer (CEO) of Avila Spaces, highlights the importance of this initiative noting: «At a time when a phased and controlled return to face-to-face work is beginning, companies need to start taking the necessary precautions and preparing the spaces for the new normal. At Avila Spaces, in addition to the implementation of indispensable security measures, we created the new position of Safety and Wellbeing Advisor, something we think is crucial for the task of returning to the office to be thought of in the most embracing and comprehensive way».
More Information here.
Between the financial crisis of 2008 and the current crisis, caused by the Coronavirus, there was a profound transformation of the communication processes and its underlying technologies. In 2008, e-mail reigned (although it still has an indispensable role), internet pages were not very dynamic and mostly searched through the computer, the desk phone was still an essential work tool and SMS the natural way to communicate in mobility. Many of the social networks were still emerging and business communication was mainly done through these more traditional and formal channels. But, while still in its infancy, digital transformation and mobility were spreading across all domains.
Let’s see: in 2001, Wikipedia was born, which revolutionized the access to credible information on a multitude of topics, opening the door to a world of knowledge available to everyone; in 2003 LinkedIn was born; in 2006 Facebook became a network open to any user; in 2007 the mobile phone experience was redefined with the iPhone and Apple Online store appears in mid-2008 with the surprisingly high number of 500 applications, starting the explosion of apps. The iPad was launched in 2010 as a reliable computing alternative and can be used anywhere comfortably and without the limitations of size and autonomy of notebooks. Uber and WhatsApp appeared in 2009 and, on the content side, the Ricky Gervais Show became in 2006 an instant success also in the podcast format, having broken several download records.
From then to the present moment, there has been an exponential growth of digital channels, with Facebook being the social network of choice, initially for younger generations. But they too have started to abandon it to move to Instagram, and more recently, to the TikTok video platform. On the other hand, Internet browsing is also done, mostly, on mobile devices and voice calls have been increasingly made in applications such as WhatsApp.
The moment of profound change that we are going through now will also have a significant impact in terms of customer expectations and the adoption of new technologies. On the other hand, it forced a reset, a potentially healthier redefinition of expectations, in which costumers and citizens, as a result of the feeling of insecurity and uncertainty that afflicts us all, started to give greater relevance to values such as credibility, trust and reputation. Furthermore, brands have recovered the theme of purpose, but now redefined and putting employees and society ahead of their shareholders.
This change also led to the acceleration of the digital transformation and the adoption and use of tools that allow to be closer to the customer in a easier format, closer to what would be a face-to-face reality. The fundamental theme is to provide a better experience for everyone, costumers and consumers. Online presence had the potential to allow much more than just knowing the brand. It also makes it possible to manage the relationship with costumers and, at the same time, create a more interactive and enriching relationship with each of them. Clearly, the organizations that can execute in this strategy, given the lengthy time expected under the current rules of relationship and social distance, will be the ones that will win.
In turn, the interaction models, powered by video tools, changed the way we managed to keep in touch, being now commonplace when, in the recent past, they were only possible with expensive videoconferencing equipment. The current online learning processes will also be overcome by models of much greater complexity and interaction, immersive and in which it is possible to recreate the face-to-face experience and stimulate the connection between students in a more dynamic way.
More importantly, it is important to remember that this transformation in still in its infancy, the result of technological developments that are promoting new scenarios and interaction models. Virtual augmented reality will transform our day-to-day lives, as many of these technologies become the norm in mobile phones, and as 5G networks become pervasive, creating what can be guessed an infinite bandwidth space for applications that take advantage of these technologies. Traditional mobility with mobile phones, smartwatches and wearable tech will create new experience models.
In other words, technology allows new approaches to communication and communication will have an impact on how it will be used. The creativity in using these new technologies to create better and more enriching experiences will surely surprise us and, when we look back at the reality prior to this crisis, the world will have changed.
Initially published in Executive Digest, online version. Opinion article by Rodolfo Oliveira, Managing Partner at BloomCast Consulting.
Change. Disruption. Transformation. Words often used but which, being used so often, seem to fall short in describing this new reality in which the model of society where we live has been profoundly altered. As always, in times of crisis, establishing a crisis office and revisiting plans, whether business or marketing, and re-evaluating strategies are in order. A change of plans without a defined strategy is potentially ineffective and, if there is no team focused on implementing and speeding up decisions, it is surely a bad path.
Essentially, any company or brand must operate at two levels of priority in the dialogue with its employees, customers and partners. At the first level, it must ensure that the contingency and adaptation plans to this new reality have been implemented, and that it has managed to reorganize itself to maintain its operation with a minimum of disruption. This phase should already be finished or in the finalization phase in the great majority of organizations, as well as defined support and connection initiatives for the teams, the ecosystem and the community in which the organization is integrated.
The second level should focus on the medium term and on understanding how to support its customers, showing the ability to innovate and present ideas, products and services that make it possible to address this new reality, which requires change, in order to use all digital channels available, either to exchange physical points of sale for digital ones or to keep in touch and answer customer questions and concerns. The digital transformation will be accelerated as never before, and companies will be forced to do so in order to maintain their operation.
This two-level thinking and the focus on the second one is key because a transition is beginning to take shape on the horizon, which is not the expected return to normality, but rather to a possible normality, a new normal, a term widely used to define the reality that emerged from the financial crisis and recession that started in 2008, and that will certainly be more digital, less face-to-face, and more distributed, creating new challenges, but also many opportunities for businesses that know how to innovate.
This approach should also be a reality in communications. In addition to the renewal and reinforcement of its own channels, the strong increase in news consumption by the media creates new opportunities. What kind of investments can be boosted? Clearly, branded content and the traditional media relations / earned media have strong potential. And, in this context, what kind of information should be placed as a priority? Providing a clear message of business continuity for the market, while also showing concern and proximity to the community, developing effective digital proposals, ensure all stakeholders are aware of the strategic vision of growth and evolution beyond the current situation are all valid ideas, as well as new products and projects. In other words, to communicate focusing on the medium term and on what characterizes and distinguishes the company.
At a time when we are connected to the computer for such long periods, sophisticated, objective and short email content should also be enhanced as a useful tool, as well as social networks. The worst option is certainly to reduce or stop communicating, because this decision creates an obvious uncertainty in the market, and a space for others to gain visibility.
Basically, this reality forces us to refocus on the fundamental. Whether we are consumers, costumers or suppliers, we are all emotional, we seek to establish long-term relationships, we appreciate sincerity, transparency and those who are by our side and support us when we seek guidance and support. This change will be a moment of transformation, with the inevitable consolidations and problems for those who are unable or unwilling to adapt, but those who know how to innovate in their offer, and communicate this difference, will surely be the winners.
Initially published in Meios e Publicidade, online version. Opinion article by Rodolfo Oliveira, Managing Partner at BloomCast Consulting.