{"id":691,"date":"2023-09-25T15:23:11","date_gmt":"2023-09-25T18:23:11","guid":{"rendered":"https:\/\/deckcultura.com\/hub-de-conteudo\/?p=691"},"modified":"2023-10-30T12:07:18","modified_gmt":"2023-10-30T15:07:18","slug":"engajamento-digital","status":"publish","type":"post","link":"https:\/\/deckcultura.com\/hub-de-conteudo\/ideias\/engajamento-digital\/","title":{"rendered":"O que \u00e9 engajamento digital?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"691\" class=\"elementor elementor-691\">\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 elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_ma_el_bg_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-57e4529b jltma-glass-effect-no\" data-id=\"57e4529b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-69054180 jltma-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"69054180\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<!-- wp:post-featured-image \/-->\n\n<!-- wp:post-title {\"textAlign\":\"center\",\"level\":1} \/-->\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-473322f e-con-full e-flex e-con\" data-id=\"473322f\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;full&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3ade0de jltma-glass-effect-no elementor-widget elementor-widget-image\" data-id=\"3ade0de\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" width=\"1277\" height=\"720\" src=\"https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/Microsoft.png?fit=1277%2C720&amp;ssl=1\" class=\"attachment-full size-full wp-image-697\" alt=\"Imagem 3D em cores pasteis\" srcset=\"https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/Microsoft.png?w=1277&amp;ssl=1 1277w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/Microsoft.png?resize=300%2C169&amp;ssl=1 300w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/Microsoft.png?resize=1024%2C577&amp;ssl=1 1024w, https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/Microsoft.png?resize=768%2C433&amp;ssl=1 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3dd6fd1 e-flex e-con-boxed e-con\" data-id=\"3dd6fd1\" 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-6be8f54 jltma-glass-effect-no elementor-widget elementor-widget-heading\" data-id=\"6be8f54\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .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\">O que \u00e9 engajamento digital?<\/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 class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-217a6be jltma-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"217a6be\" 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<a href=\"https:\/\/deckcultura.com\/hub-de-conteudo\/category\/ideias\/\" rel=\"tag\">Ideias<\/a>\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<div class=\"elementor-element elementor-element-923c3d9 e-flex e-con-boxed e-con\" data-id=\"923c3d9\" data-element_type=\"container\" 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class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t25\/set\/2023\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<div class=\"elementor-element elementor-element-c3a4739 elementor-shape-square elementor-grid-4 elementor-widget__width-inherit elementor-hidden-tablet elementor-hidden-mobile e-grid-align-center jltma-glass-effect-no elementor-widget elementor-widget-social-icons\" data-id=\"c3a4739\" data-element_type=\"widget\" data-widget_type=\"social-icons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-widget-social-icons.elementor-grid-0 .elementor-widget-container,.elementor-widget-social-icons.elementor-grid-mobile-0 .elementor-widget-container,.elementor-widget-social-icons.elementor-grid-tablet-0 .elementor-widget-container{line-height:1;font-size:0}.elementor-widget-social-icons:not(.elementor-grid-0):not(.elementor-grid-tablet-0):not(.elementor-grid-mobile-0) 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400V214.398c22.914 18.251 55.409 43.862 104.938 82.646 21.857 17.205 60.134 55.186 103.062 54.955 42.717.231 80.509-37.199 103.053-54.947 49.528-38.783 82.032-64.401 104.947-82.653V400H48z\"><\/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-whatsapp elementor-repeater-item-c3de4f0\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Whatsapp<\/span>\n\t\t\t\t\t\t<svg class=\"e-font-icon-svg e-fab-whatsapp\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M380.9 97.1C339 55.1 283.2 32 223.9 32c-122.4 0-222 99.6-222 222 0 39.1 10.2 77.3 29.6 111L0 480l117.7-30.9c32.4 17.7 68.9 27 106.1 27h.1c122.3 0 224.1-99.6 224.1-222 0-59.3-25.2-115-67.1-157zm-157 341.6c-33.2 0-65.7-8.9-94-25.7l-6.7-4-69.8 18.3L72 359.2l-4.4-7c-18.5-29.4-28.2-63.3-28.2-98.2 0-101.7 82.8-184.5 184.6-184.5 49.3 0 95.6 19.2 130.4 54.1 34.8 34.9 56.2 81.2 56.1 130.5 0 101.8-84.9 184.6-186.6 184.6zm101.2-138.2c-5.5-2.8-32.8-16.2-37.9-18-5.1-1.9-8.8-2.8-12.5 2.8-3.7 5.6-14.3 18-17.6 21.8-3.2 3.7-6.5 4.2-12 1.4-32.6-16.3-54-29.1-75.5-66-5.7-9.8 5.7-9.1 16.3-30.3 1.8-3.7.9-6.9-.5-9.7-1.4-2.8-12.5-30.1-17.1-41.2-4.5-10.8-9.1-9.3-12.5-9.5-3.2-.2-6.9-.2-10.6-.2-3.7 0-9.7 1.4-14.8 6.9-5.1 5.6-19.4 19-19.4 46.3 0 27.3 19.9 53.7 22.6 57.4 2.8 3.7 39.1 59.7 94.8 83.8 35.2 15.2 49 16.5 66.6 13.9 10.7-1.6 32.8-13.4 37.4-26.4 4.6-13 4.6-24.1 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 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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;\">Com a acelera\u00e7\u00e3o da relev\u00e2ncia do mundo digital, as institui\u00e7\u00f5es culturais t\u00eam procurado desenvolver diferentes estrat\u00e9gias de alcance e engajamento direcionadas aos p\u00fablicos on-line.\u00a0<\/span><b>Quando falamos em<\/b> <b>engajamento digital, n\u00e3o se trata apenas de aumentar a quantidade de visualiza\u00e7\u00f5es de um conte\u00fado, mas sim, de mobilizar pessoas e aprofundar seu relacionamento com a cultura por meio de a\u00e7\u00f5es digitais.<\/b> <b>\u00c9 sobre a aten\u00e7\u00e3o do usu\u00e1rio e a relev\u00e2ncia do conte\u00fado.\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">O conceito<\/span> <span style=\"font-weight: 400;\">est\u00e1 diretamente relacionado com a experi\u00eancia do usu\u00e1rio, suas motiva\u00e7\u00f5es, necessidades e desejos. <strong>Entender porqu\u00ea os p\u00fablicos se engajam com o conte\u00fado on-line que sua organiza\u00e7\u00e3o disponibiliza \u00e9 essencial para uma estrat\u00e9gia de engajamento bem sucedida.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para come\u00e7ar, ser\u00e1 importante analisar o engajamento digital que sua institui\u00e7\u00e3o j\u00e1 alcan\u00e7a hoje. Isso pode ser feito por meio das ferramentas analytics, que fornecem dados relevantes para entender que tipo de conte\u00fado engaja mais os seus p\u00fablicos e qual perfil de p\u00fablico est\u00e1 presente em cada plataforma.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Depois de realizar esse diagn\u00f3stico, \u00e9 hora de reunir colaboradores de diferentes \u00e1reas da institui\u00e7\u00e3o para juntos elaborar um plano de a\u00e7\u00e3o, respondendo a tr\u00eas perguntas b\u00e1sicas:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Por que?:<\/b><span style=\"font-weight: 400;\"> Os objetivos da estrat\u00e9gia de engajamento devem sempre estar alinhados \u00e0 raz\u00e3o de ser da organiza\u00e7\u00e3o cultural, expressa em sua miss\u00e3o institucional;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>O que\/qual?:<\/b><span style=\"font-weight: 400;\"> Essa pergunta tem dois lados: qual \u00e9 o p\u00fablico-alvo da sua estrat\u00e9gia e quais ativos sua institui\u00e7\u00e3o possui e que a distingue das demais;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Como? <\/b><span style=\"font-weight: 400;\">De que forma os ativos da sua institui\u00e7\u00e3o ser\u00e3o mobilizados para gerar conte\u00fados e atividades que gerem interesse nos p\u00fablicos, e por meio de quais canais digitais esses conte\u00fados ser\u00e3o disponibilizados?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Finalmente, \u00e9 hora de documentar os objetivos definidos, os ativos mapeados, e os p\u00fablicos priorit\u00e1rios e as ideias para cria\u00e7\u00e3o de conte\u00fados, para que a equipe possa realizar a\u00e7\u00f5es de monitoramento e avalia\u00e7\u00e3o, para verificar se tudo que foi planejado est\u00e1 funcionando na pr\u00e1tica. Novamente, as ferramentas de analytics ser\u00e3o de grande valia nessa tarefa.\u00a0<\/span><\/p>\n<p><b>Se voc\u00ea ainda n\u00e3o sabe como aproveitar o potencial dessas ferramentas, d\u00ea uma olhada no projeto que fizemos para o Museu do Futebol. <a href=\"https:\/\/deckcultura.com\/hub-de-conteudo\/casos\/pesquisa-de-publico-online\/\" target=\"_blank\" rel=\"noopener\">Neste artigo<\/a>, explicamos nossa metodologia para analisar e conhecer melhor os p\u00fablicos on-line do Museu.<\/b><\/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>Entender porqu\u00ea os p\u00fablicos se engajam com o conte\u00fado on-line que sua organiza\u00e7\u00e3o disponibiliza \u00e9 essencial para uma estrat\u00e9gia de engajamento bem sucedida. <\/p>\n","protected":false},"author":1,"featured_media":697,"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":[16,37,38],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/Microsoft.png?fit=1277%2C720&ssl=1","_links":{"self":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/691"}],"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=691"}],"version-history":[{"count":11,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/691\/revisions"}],"predecessor-version":[{"id":771,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/691\/revisions\/771"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/media\/697"}],"wp:attachment":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/media?parent=691"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/categories?post=691"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/tags?post=691"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}