Análise da aplicação do balanced scorecard na gestão estratégica de um canal no youtube

Abstract

The main objective of this work is to analyze the application of the Balanced Scorecard in the strategic management of a channel on Youtube. The research is characterized as a case study, with methodology for descriptive and analytical purposes and with investigative means aimed at bibliographic and documentary research. The theoretical basis used takes into account the concepts of the Balanced Scorecard strategic management technique and its four fundamental points (financial, customers, processes and learning and growth), as well as other management tools that were used during the application of the BSC, with emphasis for the 5W2H. The work aimed to examine the process of applying the BSC, drawing a parallel with the conceptual view of the topics covered. The organization's results and performance were consulted after the application of this practice, comparing them with before its use. The results showed that 77.77% of the initial planning of the channel's BSC was applied on time and 95% until the end of the analyzed period. After the application of the BSC, in the financial area there was an increase of 187.14% in the revenue of youtube after actions aimed at content planning, frequency and quality of the videos and a 13.6-fold increase in the revenue of sponsors after a reformulation of the model prospecting and monitoring of partnerships. From the perspective of customers, there were campaigns and improvements in the value proposition of the channel, with improvements in the quality of products and investment in new equipment, after which a 26.38% expansion in the number of followers of the channel and social networks was identified linked to it. 78% of the processes were standardized and documented, saving time and increasing efficiency in the execution of activities. In the vision of learning and growth, manuals were developed for training new employees and study materials were provided to train employees, improving the learning of new hires and facilitating the understanding of important issues related to future business expansions. This research collaborates with the academic environment because it deals with a topic that can be useful for work related to the BSC in small companies or in businesses connected to the internet and serve as a possible source of information for other research on the subject. For other channels in general, this study can assist in the elaboration of strategic management ideas, as well as presenting examples of techniques, KPIs and results analyzed after the application of a BSC in a business of this format.