{"id":599,"date":"2023-09-22T19:59:50","date_gmt":"2023-09-22T22:59:50","guid":{"rendered":"https:\/\/deckcultura.com\/hub-de-conteudo\/?p=599"},"modified":"2023-09-25T16:28:49","modified_gmt":"2023-09-25T19:28:49","slug":"estrategia-digital-para-organizacoes-culturais","status":"publish","type":"post","link":"https:\/\/deckcultura.com\/hub-de-conteudo\/ideias\/estrategia-digital-para-organizacoes-culturais\/","title":{"rendered":"Estrat\u00e9gia digital para organiza\u00e7\u00f5es culturais"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"599\" class=\"elementor elementor-599\">\n\t\t\t\t\t\t\t\t\t<section class=\"has_ma_el_bg_slider elementor-section elementor-top-section elementor-element elementor-element-5b670dac elementor-section-boxed elementor-section-height-default elementor-section-height-default jltma-glass-effect-no\" data-id=\"5b670dac\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container 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.elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Estrat\u00e9gia digital para organiza\u00e7\u00f5es culturais<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-026b4e5 e-flex e-con-boxed e-con\" data-id=\"026b4e5\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-5d6026f e-flex e-con-boxed e-con\" data-id=\"5d6026f\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div 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3.2-26.4-1.3-2.5-5-3.9-10.5-6.6z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-linkedin elementor-repeater-item-d7371df\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Linkedin<\/span>\n\t\t\t\t\t\t<svg class=\"e-font-icon-svg e-fab-linkedin\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<span 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0-184.8zM398.8 388c-7.8 19.6-22.9 34.7-42.6 42.6-29.5 11.7-99.5 9-132.1 9s-102.7 2.6-132.1-9c-19.6-7.8-34.7-22.9-42.6-42.6-11.7-29.5-9-99.5-9-132.1s-2.6-102.7 9-132.1c7.8-19.6 22.9-34.7 42.6-42.6 29.5-11.7 99.5-9 132.1-9s102.7-2.6 132.1 9c19.6 7.8 34.7 22.9 42.6 42.6 11.7 29.5 9 99.5 9 132.1s2.7 102.7-9 132.1z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-35cbde6 e-flex e-con-boxed e-con\" data-id=\"35cbde6\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3f15e95 jltma-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"3f15e95\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Estrat\u00e9gia refere-se a um esfor\u00e7o coeso e direcionado \u00e0 supera\u00e7\u00e3o de um desafio. Assim, <strong>estrat\u00e9gia digital est\u00e1 especificamente relacionada a um conjunto de princ\u00edpios e a\u00e7\u00f5es voltado para a alcan\u00e7ar objetivos relacionados \u00e0 performance de uma organiza\u00e7\u00e3o no que diz respeito tanto ao uso de ferramentas digitais quanto \u00e0 presen\u00e7a dessa organiza\u00e7\u00e3o no ambiente digital.<\/strong><\/span><\/p>\n<p><b>A cria\u00e7\u00e3o de uma estrat\u00e9gia digital, por\u00e9m, n\u00e3o deve ser um fim em si; mas sim, estar \u00e0 servi\u00e7o da miss\u00e3o institucional<\/b><span style=\"font-weight: 400;\">, principalmente no contexto das organiza\u00e7\u00f5es culturais, cuja raz\u00e3o de ser \u00e9 o cumprimento de sua fun\u00e7\u00e3o social.\u00a0<\/span><\/p>\n<p><span style=\"font-size: 18pt;\"><b>Todas as organiza\u00e7\u00f5es culturais precisam documentar sua Estrat\u00e9gia Digital?<\/b><\/span><\/p>\n<p><b> Depende muito da maturidade da institui\u00e7\u00e3o e da sua clareza sobre sua pr\u00f3pria miss\u00e3o e estrat\u00e9gia geral.<\/b><span style=\"font-weight: 400;\"> Para organiza\u00e7\u00f5es maiores e\/ou com uma gest\u00e3o mais s\u00f3lida \u2013 ou para todas aquelas que j\u00e1 enxergam a necessidade de se tornarem mais digitais &#8211; um documento com a\u00e7\u00f5es, metas e objetivos concretos sobre o uso do digital pode ser uma ferramenta \u00fatil para aumentar a percep\u00e7\u00e3o de toda a equipe sobre a import\u00e2ncia dessa \u00e1rea e como o digital se integrar\u00e1 ao que a organiza\u00e7\u00e3o j\u00e1 faz ou pretende fazer.<\/span><\/p>\n<p><b>Diversos especialistas em transforma\u00e7\u00e3o digital, dentro e fora do setor cultural, acreditam que n\u00e3o \u00e9 necess\u00e1rio ter uma estrat\u00e9gia digital documentada.<\/b><span style=\"font-weight: 400;\"> E mais, acreditam que se tornar\u00e1 cada vez menos relevante. Julie Dodd, autora da abrangente pesquisa <\/span><a href=\"https:\/\/thenewreality.info\/\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">The New Reality<\/span><\/a><span style=\"font-weight: 400;\"> (A nova realidade) sobre transforma\u00e7\u00e3o digital no terceiro setor, recomenda a qualquer organiza\u00e7\u00e3o que <\/span><i><span style=\"font-weight: 400;\">\u201cn\u00e3o desenvolva uma estrat\u00e9gia digital&#8221;. Em vez disso, ela aconselha que se \u201canalise sua estrat\u00e9gia organizacional e explicite como a tecnologia digital pode ajudar sua organiza\u00e7\u00e3o a cumprir o que est\u00e1 previsto nela.\u201d\u00a0<\/span><\/i><\/p>\n<p><b>Al\u00e9m disso, pensar o digital separadamente da estrat\u00e9gia principal pode dar a impress\u00e3o de que o digital \u00e9 algo \u201cextra\u201d ou de responsabilidade apenas de um setor ou grupo de pessoas.<\/b><span style=\"font-weight: 400;\"> Nas palavras de George Westerman (MIT): <\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">&#8220;Voc\u00ea n\u00e3o precisa de uma estrat\u00e9gia digital. Voc\u00ea precisa de uma estrat\u00e9gia melhor, que seja possibilitada pelo digital.&#8221;<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Caso voc\u00ea continue pensando que a cria\u00e7\u00e3o de uma estrat\u00e9gia digital ser\u00e1 \u00fatil para a organiza\u00e7\u00e3o onde voc\u00ea atua, aqui v\u00e3o algumas <\/span><b>recomenda\u00e7\u00f5es para implementar uma estrat\u00e9gia digital eficaz:<\/b><\/p>\n<p><b>O primeiro passo para construir uma estrat\u00e9gica eficaz \u00e9 elencar quatro perguntas b\u00e1sicas: por qu\u00ea, para qu\u00ea, como e para quem. <\/b><span style=\"font-weight: 400;\">A partir dessas perguntas, pode-se identificar o prop\u00f3sito, os objetivos e os segmentos de p\u00fablico relevantes para a estrat\u00e9gia.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">(Por qu\u00ea) Como as tecnologias digitais podem potencializar nossa miss\u00e3o?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">(Para qu\u00ea) O que queremos transformar ou melhorar em nossas atividades com o apoio das tecnologias digitais?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">(Como) Quais nossos objetivos a curto e m\u00e9dio prazo com a ado\u00e7\u00e3o de solu\u00e7\u00f5es ou inova\u00e7\u00f5es digitais? Como vamos medir nosso sucesso?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">(Quem) Que \u00e1reas\/setores\/atividades podem ser mais beneficiadas pelas tecnologias digitais? Com quais p\u00fablicos queremos impactar com nossos conte\u00fados digitais?\u00a0<\/span><\/li>\n<\/ul>\n<p><b>O segundo passo \u00e9 identificar recursos e habilidades<\/b><span style=\"font-weight: 400;\"> que ser\u00e3o necess\u00e1rios para alcan\u00e7ar os objetivos elencados, e mapear quais desses recursos e habilidades j\u00e1 est\u00e3o dispon\u00edveis na institui\u00e7\u00e3o, quais dever\u00e3o ser obtidos e de que forma isso poder\u00e1 ser operacionalizado. Esse mapeamento ser\u00e1 importante para delimitar o escopo da estrat\u00e9gia a ser empreendida, de forma que seja exequ\u00edvel, dentro das possibilidades reais da institui\u00e7\u00e3o. Para mapear os recursos dispon\u00edveis, um caminho bastante utilizado \u00e9 a realiza\u00e7\u00e3o de uma <\/span><b>avalia\u00e7\u00e3o de maturidade digital<\/b><span style=\"font-weight: 400;\">, que ir\u00e1 analisar o estado atual da infraestrutura tecnol\u00f3gica da institui\u00e7\u00e3o, as habilidades digitais que os colaboradores possuem e qual o n\u00edvel de organiza\u00e7\u00e3o, efic\u00e1cia e complexidade das pr\u00e1ticas digitais j\u00e1 realizadas, como comunica\u00e7\u00e3o, relacionamento com o p\u00fablico, vendas, marketing, opera\u00e7\u00f5es, presen\u00e7a on-line e seguran\u00e7a cibern\u00e9tica. Essa avalia\u00e7\u00e3o trar\u00e1 os subs\u00eddios necess\u00e1rios para desenhar um plano de a\u00e7\u00e3o para suprir as lacunas identificadas e atingir os objetivos estrat\u00e9gicos definidos.<\/span><\/p>\n<p><b>Ap\u00f3s definir prop\u00f3sitos, objetivos e mapear os recursos dispon\u00edveis, \u00e9 importante pensar na estrat\u00e9gia de cria\u00e7\u00e3o de conte\u00fado<\/b><span style=\"font-weight: 400;\">. O conte\u00fado \u00e9 o centro da estrat\u00e9gia digital, que ir\u00e1 mostrar aos p\u00fablicos o que a sua institui\u00e7\u00e3o tem e faz de melhor e o que a distingue das demais. Um bom conte\u00fado, divulgado por meio dos canais adequados, ir\u00e1 atrair e engajar as pessoas, ressoando junto aos p\u00fablicos-alvos da organiza\u00e7\u00e3o.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De posse de todas essas informa\u00e7\u00f5es, \u00e9 a hora de colocar a estrat\u00e9gia em pr\u00e1tica. Para isso, <\/span><b>o papel da lideran\u00e7a \u00e9 imprescind\u00edvel para motivar e direcionar as equipes, em conson\u00e2ncia com a cultura da institui\u00e7\u00e3o<\/b><span style=\"font-weight: 400;\">. Estilos de lideran\u00e7a compartilhada ou inclusiva, capazes de manter um ambiente interno prop\u00edcio ao surgimento e ao compartilhamento de novas ideias e perspectivas, no qual os membros das equipes s\u00e3o encorajados a tamb\u00e9m exercerem lideran\u00e7a, s\u00e3o os mais desej\u00e1veis em contextos de transforma\u00e7\u00e3o digital em organiza\u00e7\u00f5es culturais.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Outro passo essencial para garantir a efic\u00e1cia de uma estrat\u00e9gia digital \u00e9 a <\/span><b>realiza\u00e7\u00e3o de a\u00e7\u00f5es de monitoramento e avalia\u00e7\u00e3o, de maneira que seja poss\u00edvel acompanhar se a estrat\u00e9gia est\u00e1 alcan\u00e7ando os objetivos elencados e recalcular a rota se necess\u00e1rio<\/b><span style=\"font-weight: 400;\">. Devem ser definidas rotinas e processos para monitorar indicadores relevantes para aferir se o progresso na dire\u00e7\u00e3o dos objetivos est\u00e1 acontecendo conforme o planejado, dentro dos prazos estabelecidos, com os recursos dispon\u00edveis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finalmente, <\/span><b>uma estrat\u00e9gia digital deve ser flex\u00edvel o suficiente para incorporar inova\u00e7\u00f5es e adaptar-se em um contexto de mudan\u00e7as constantes, e principalmente persistir, mantendo a consist\u00eancia<\/b><span style=\"font-weight: 400;\">, ainda que os resultados n\u00e3o sejam imediatamente alcan\u00e7ados.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Todas as organiza\u00e7\u00f5es culturais precisam documentar sua estrat\u00e9gia digital?<\/p>\n","protected":false},"author":1,"featured_media":601,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"om_disable_all_campaigns":false,"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[9],"tags":[16,18,17],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/shubham-dhage-VEEqzwGwnpk-unsplash-scaled.jpg?fit=2560%2C1440&ssl=1","_links":{"self":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/599"}],"collection":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/comments?post=599"}],"version-history":[{"count":15,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/599\/revisions"}],"predecessor-version":[{"id":708,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/599\/revisions\/708"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/media\/601"}],"wp:attachment":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/media?parent=599"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/categories?post=599"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/tags?post=599"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}