Download - Лидерите на мнение онлайн
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Лидерите на мнение – начин на употреба
Василена ВълчановаDigitex 2011
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Me, Myself & I
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Въпроси:
1. Лидер на мнение – що е то?2. Дигиталната промяна3. Как да намерим нашите лидери на мнение?4. Как да ги познаем?5. Как да говорим с тях?
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“The ability to uplift people into action”http://www.vocus.com/social-media/influencer/what-makes-an-influencer.pdf
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Стара теория
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Дигиталната промяна
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Преди
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Сега
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Малко цифри
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Дигиталната промяна
http://www.edelman.com/trust/2011/uploads/Edelman%20Trust%20Barometer%20Global%20Deck.pdf
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Дигиталната промяна
http://www.edelman.com/trust/2011/uploads/Edelman%20Trust%20Barometer%20Global%20Deck.pdf
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Дигиталната промяна
http://www.edelman.com/trust/2011/uploads/Edelman%20Trust%20Barometer%20Global%20Deck.pdf
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Дигиталната промяна
Доверие в медиите:• 2009: 31%• 2011: 27%
http://www.edelman.com/trust/2011/uploads/Edelman%20Trust%20Barometer%20Global%20Deck.pdf
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Дигиталната промяна
Доверие в медиите:• 2009: 31%• 2011: 27%
„Човек като мен“:• 2009: 47%• 2011: 43%
http://www.edelman.com/trust/2011/uploads/Edelman%20Trust%20Barometer%20Global%20Deck.pdf
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Дигиталната промяна
Доверие в медиите:• 2009: 31%• 2011: 27%
„Човек като мен“:• 2009: 47%• 2011: 43%
Експерт:2009: 62%2011: 70%
http://www.edelman.com/trust/2011/uploads/Edelman%20Trust%20Barometer%20Global%20Deck.pdf
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Къде са лидерите на мнение?
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КЛЮЧОВИ ДУМИ
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КЛЮЧОВИ ДУМИ
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КЛЮЧОВИ ДУМИ
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КЛЮЧОВИ ДУМИ
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КЛЮЧОВИ ДУМИ
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КЛЮЧОВИ ДУМИ
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Ако нямате 10, не го правите както трябва
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Инструменти за търсене
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Blogroll: мрежово търсене
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Няма твърде малки теми!
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Резултатите:
За 2 години:• +5,000 членове на общността• Потребители от +50 страни• 600% повече споменавания на марката• 300% ръст в продажбите
Извод: Няма твърде малка ниша за лидери на мнение!
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Оглеждайте се за нови
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Как да ги познаем?
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Съдържание
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Аудитория
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Активност
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Как да говорим с тях?
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Средата се променя, правилата не: слушайте!
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Потърсете ги, преди да ви трябват
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Говорете с тях
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Бъдете полезни
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Лично отношение
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Приятел ≠ Фен
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Компаниите, които разбират: FORD
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Компаниите, които разбират: Nokia
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Компаниите, които разбират: Nokia
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Компаниите, които разбират: Nokia
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Компаниите, които разбират: ФорумФилм
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Компаниите, които разбират: ФорумФилм
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Компаниите, които разбират: ФорумФилм
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Снимки1. Superman: http://www.flickr.com/photos/dunechaser/142079357/2. Hello: http://www.flickr.com/photos/tipos/2317118093/in/photostream/3. Blackboard: http://www.flickr.com/photos/8078381@N03/3279725831/4. LEADER: http://www.flickr.com/photos/fmg2008/3793569956/5. Old News: http://www.flickr.com/photos/theredproject/3333480058/6. Matrix Core: http://www.flickr.com/photos/bobloo17/188697388/in/photostream/7. Letterman: http://fastcache.gawkerassets.com/assets/images/7/2010/04/david-letterman_l.jpg8. NERD: http://www.flickr.com/photos/joie86/4011369871/9. Magnifying Glass: http://www.flickr.com/photos/andercismo/2349098787/10. Shopping List: http://www.flickr.com/photos/pamhule/5655643149/11. Surgical Tools: http://www.flickr.com/photos/oskay/4793150482/12. Paper: http://www.flickr.com/photos/marshed/55402210/in/photostream/13. Ladybug: http://www.flickr.com/photos/heidimaria/127665942/in/photostream/14. Spyglass: http://www.flickr.com/photos/mhartford/1285459212/in/photostream/15. Bird on No Bird sign: http://www.flickr.com/photos/blackwood/2250538382/in/photostream/16. Reading: http://www.flickr.com/photos/stoper/1580844289/in/photostream/17. Audience: http://www.flickr.com/photos/29106784@N02/2720556600/in/photostream/18. Run: http://www.flickr.com/photos/hermida/2079448082/in/photostream/19. Loudspeaker Sky: http://www.flickr.com/photos/ockam/3364234970/20. 03: http://www.flickr.com/photos/karel-seidl/3747867500/in/photostream/21. Zeiss 12” Telescope: http://www.flickr.com/photos/cwsteeds/368526163/in/photostream/22. Coffee Chat: http://www.flickr.com/photos/lexnger/354370102/in/photostream/23. Help! http://www.flickr.com/photos/dimi3/3096166092/in/photostream/24. Ugly: http://www.flickr.com/photos/the-g-uk/5108161750/in/photostream/