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O ciclo sem fim do conteúdo

29 de novembro de 2013

Lucia Mesquita

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

A KPMG é uma rede global de firmas

independentes que prestam serviços

profissionais de Audit, Tax e Advisory presente

em 156 países,com 152.000 profissionais

atuando em firmas-membro em todo o mundo.

KPMG no Mundo

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

A forte presença da KPMG em cada

uma das regiões brasileiras é tão

importante quanto sua atuação global.

A cada ano, os escritórios nacionais

vencem novos desafios e alcançam

excelentes resultados ao atender

clientes em suas cidades de origem com

a mesma qualidade praticada

internacionalmente.

A KPMG no Brasil é formada por,

aproximadamente, 4.000 profissionais,

atuando em 20 cidades localizadas em

11 Estados e no Distrito Federal.

KPMG no Brasil

Rio de Janeiro

São Paulo

Ribeirão Preto

Campinas

São Carlos

São José dos Campos

Osasco

Florianópolis

Joinville

Porto Alegre

Curitiba

Londrina

Belo Horizonte

Uberlândia

Recife

Salvador

Fortaleza

Manaus

Goiânia

Brasília

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

Foco no negócio

Toda e qualquer estratégia de

conteúdo deve ter como fim a

geração de negócios.

Principalmente em uma

empresa de serviços de

auditoria e consultoria como a

nossa, uma das únicas formas

de mostrar o expertise dos

profissionais é por meio da

disponibilização de conteúdo

altamente especializado.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

O conteúdo disponibilizado pela KPMG no Brasil e no Mundo invariavelmente

parte do expertise de seus executivos que são, em sua maioria, profissionais

das áreas de auditoria e consultoria, o que abrange conhecimento especializado

em indústrias (exemplos: Automotivo, Farmacêutico, Químico, Energia, Petróleo

e Gás etc.) e gestão profissional de negócio (Governança, Sustentabilidade,

Tecnologia da Informação, Logística, Reestruturação etc.).

Esse conteúdo é distribuído, conforme estratégia, por diversos canais de

comunicação por meio especialmente de pesquisas, papers, eventos, revistas,

entre outros.

De onde vem o conteúdo?

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

Fluxo do conteúdo

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

Conteúdo especializado

Mídias sociais

Evento

Intranet

Clientes Imprensa

Revista

Site

O que é conteúdo especializado

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

A KPMG ao redor do mundo tem como estratégia a disponibilização de informação

especialmente por meio de material técnico especializado como estudos, relatórios,

papers, artigos e eventos de conteúdo técnico que atinjam prioritariamente o público

C-Level tomador de decisão dentro das empresas. No Brasil, usamos replicar essas

ações, adaptando-as à realidade nacional.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

No mês de novembro, realizamos a 2ª Conferência de

Energia e Recursos Naturais, no Rio de Janeiro. Para

este evento, tivemos ações paralelas de divulgação que

continuam mesmo após a sua realização. São elas:

- E-mail marketing

- Hot site

- Pesquisa nacional

- Cobertura de assessoria de imprensa

- Cobertura de mídias sociais

- Cobertura de revista

- Sorteio

- Relatório

Exemplo prático - 1

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

Aprendizados

Os principais ensinamentos

retirados desse evento foram:

-Todos estão em busca de uma

recompensa

- Eventos fechados à imprensa têm

menor exposição

- Atingir o público por múltiplas

plataformas aumenta a chance de

resultados

- Um mailing apurado garante 50% do

sucesso pré e pós evento

- Exclusividade garante os outros 50%

de sucesso de um evento

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

Don’t

Não deixe de fazer um plano

de mídias sociais com

antecedência, pois, por

melhor que seja sua

cobertura, se não divulgar

com antecedência, ninguém

verá

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

A revista KPMG Business Magazine é uma

publicação trimestral que há nove anos é

distribuída entre clientes e os principais

executivos das maiores empresas do país, além

de jornalistas, associações de classe e os sócios

da KPMG no Brasil.

A revista passa por reformulações constantes

para estar sempre em linha com as tendências

do mercado e a necessidades de comunicação

da KPMG.

A última grande transformação trouxe novidades

como:

- Maior foco no cliente e no mercado

- Cadastro

- Hot site

- Distribuição mais focada

- Toolkit

- Mídias sociais

- Mídia indoor

Exemplo 2

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

Ação de engajamento e

mapeamento de

interesses

Aprendizados

Os principais ensinamentos

retirados dessa ação foram:

- A linguagem jornalística agrega valor à

comunicação

- O engajamento dos executivos é

essencial para saber o que está em

pauta no mercado

- A exclusividade é essencial para gerar

cadastro

- O veículo revista leva mais tempo para

gerar retorno, em alguns casos anos

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

Don’t

Nunca parta do princípio

que seus executivos sabem

a diferença de uma revista,

um jornal, um release

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

Exemplo 3

Outra ação de importância estratégica para a comunicação externa da KPMG no Brasil é a

aproximação com a imprensa. E uma das maiores reclamações de nossos executivos no

contato com os jornalistas é o fato de poucos destes profissionais conhecerem de fato o

trabalho de auditoria e outros serviços especializados que a KPMG oferece ao mercado, o

que gera erro e falhas na comunicação com os veículos de comunicação.

Uma solução encontrada pela equipe e que ainda gera relacionamento da empresa com a

imprensa são os cursos para jornalistas de redação sobre assuntos considerados

extremamente técnicos, como leitura de balanços financeiros das empresas, fusões e

aquisições, IFRS e demais assuntos ligados à área de tributos, por exemplo.

O treinamento pode ser presencial, na redação ou na empresa, ou por conference call.

O mais recente foi realizado pela área de Tributos da KPMG para os jornalistas que cobrem

essa área sobre uma MP que havia sido promulgada naquela semana.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

Aprendizados

Os principais ensinamentos

retirados dessa ação foram:

- Oferecer conteúdo exclusivo de forma

pedagógica para jornalistas melhora as

relações

- O engajamento dos executivos é

essencial para saber o que está em

pauta no mercado

- É difícil mensurar em resultados

práticos os benefícios desse tipo de

ação

- Os custos são baixos

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

Don’ts

Evite colocar executivos

sem treinamento para

falar com jornalistas

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

Ideias de custos

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

Revista impressa – 44 páginas

R$200.000,00

Assessoria de imprensa

R$50.000,00

Media Training

R$3.000,00

Conference Call

R$1.000,00

Ferramenta de cadastro em sites

R$2.000,00

Conclusão

Integrar os canais e

entendê-los como meios e

não como fim é o mais

importante em uma

estratégia de conteúdo.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2010 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of

independent firms are affiliated with KPMG International. KPMG International provides no client services. No member

firm has any authority to obligate or bind KPMG International or any other member firm third parties, nor does KPMG

International have any such authority to obligate or bind any member firm. All rights reserved.

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da

rede KPMG de firmas-membro independentes e afiliadas à KPMG International Cooperative

(“KPMG International”), uma entidade suíça. Todos os direitos reservados.

05/12/2013 TITLE HERE (GO HEADER & FOOTER TO EDIT THIS TEXT) 17

Obrigada

Contato

Lucia Mesquita

KPMG Auditores Independentes

(11) 3736-1089

lmesquita@kpmg.com.br

kpmg.com/BR

© 2013 KPMG Auditores Independentes, uma sociedade simples brasileira e firma-membro da rede KPMG de firmas-

membro independentes e afiliadas à KPMG International Cooperative (“KPMG International”), uma entidade suíça.

Todos os direitos reservados.

Todas as informações apresentadas neste documento são de natureza genérica e não têm por finalidade abordar as

circunstâncias de nenhum indivíduo específico ou entidade. Embora tenhamos nos empenhado em prestar

informações precisas e atualizadas, não há nenhuma garantia de sua exatidão na data em que forem recebidas nem

de que tal exatidão permanecerá no futuro. Essas informações não devem servir de base para se empreender

qualquer ação sem orientação profissional qualificada, precedida de um exame minucioso da situação em pauta.