Cum Sa Nu Fii Varza in Social Media Seminar 2
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Cum sa nu fii in
social media
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Social Media
Sunt despre oameni, nu despre brand-uri Sunt despre conversatie, nu despre vanzare Sunt despre legaturi, nu despre publicitate
MAKE LOVE, NOT ADVERTISING
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Social media funnel
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Ce fac verzele online?
LIKE daca iti place ca e vineri. SHARE daca e frumos afara.
REPIN daca esti destept.
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Cersitul in social media
Ugly Witch te premiaza cu un iPhone 5!
Trebuie doar sa:
1) Ii spui ca o placi. 2) Le spui tuturor prietenilor tai ca sunteti
impreuna.
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Mita in social media
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Learnings?
Poti mai mult decat Like&Share? Ai ceva de oferit consumatorului? Daca faci o propunere win-win (nu e vorba de telefoane aici), o sa vrea sa fie cu tine si cand nu ii mai dai premii pentru asta.
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Aplicatii
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Blogger-ii si credibilitatea
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Learnings?
Choose your bloggers responsibly
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Ce e de facut?
Continut de calitate, nu mita/cersit/inventat consumatori prin fake likes.
Rezultatele in social media devin masurabile – si NU se mai refera doar la numarul de like-uri.
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Continut = ?
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Consumatorii in social media
Oamenii stau pe Facebook pentru a se distra/a fi in contact, nu pentru a “beneficia” de reclame. Vor sa scape de publicitate.
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CUUUUM? SA NU MAI FACEM PUBLICITATE?
continut = publicitate
creatori de continut
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Tipuri de continut Stock content:
articole, interviuri care ofera continut relevant- durabilitate
- date care se disperseaza in timp lung
- produs cu cheltuieli mari (timp, energie, documentare)
- atrage noi consumatori
Flow content: informatii bite-size care tin
consumatorii interesati - perisabilitate, efemeritate
- date care sunt preluate rapid - produs cu cheltuieli mici, foarte
rapid - pastreaza consumatorii
interesati (in the loop)
Termen de valabilitate: 2 luni – 3 ani
Termen de valabilitate: cateva minute, ore
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Stock vs. Flow pentru un brand
Stock = spune cine esti, CORE DATA (high involvement) Flow = le reaminteste consumatorilor ca existi, SUPERFLUOUS DATA (low involvement)
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Nu abuzati de Flow
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The point
Nu poti trai doar din materiale de tip stock, super-muncite, dar care apar o data pe an.
Nu poti trai doar din materiale de tip flow, aruncate haotic in retea.
Morala? O strategie hibrida = Echilibru.
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Tips & Tricks?
In social media, oamenii vor sa creeze legaturi. Ce fac brand-urile in directia asta?
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De ce comunicam?
• Pentru a crea legaturi (semnale sociale) • Pentru a ajuta (e important sa fim perceputi ca
fiind de ajutor, utili) • Pentru a ne ajusta imaginea (managementul
reputatiei)
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Ce sa faca brand-urile? Sa ne ofere ocazii pentru a face toate aceste lucruri.
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Despre ce comunicam?
• Alti oameni (cine ce face si cu cine, e bine sau nu e bine?)
• Sentimente, mai mult decat fapte (emotii pozitive si negative)
• Lucrurile din jur (serviciu, scoala, casa, oras etc.)
• Brand-uri (doar din intamplare, apar uneori in conversatii, dar nu sunt esentiale)
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Ce sa faca brand-urile? Sa ii faca pe oameni sa vorbeasca despre alti oameni.
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Dedicatii 2.0
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Sa ii incurajeze pe oameni sa isi exprime emotiile.
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Sa faca lucruri care ii vor incuraja pe consumatori sa mentioneze brand-urile.
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• Online-ul nu este un mediu care accepta stilul intruziv.
• Dai & primesti.
• Incurajezi consumatorii sa faca ceea ce ar face oricum.