Željko riha - content marketing - što radi content and community manager
DESCRIPTION
Predavanje na temu "Content marketing - što radi content and community manager" održano u sklopu IT edukacije 2012 u organizaciji udruge Digital Point i Županijskog savjeta mladih Osječko-baranjske županije.TRANSCRIPT
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Content marketing
Što radi content and community manager?
Sir Željko RihaContent and Community Manager@farmeron / www.farmeron.com@zriha / www.zeljkoriha.com
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„Niti jedna organizacija nije imuna na krizu“
W. Timothy Coombs, Ongoing Crisis Communications
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United Airlines case study
• Vrijeme događaja: proljeće 2008. godine • Dave Carroll, country grupa Sons of Maxwell• Komunikacija sa United Airlines (9 mjeseci): „ ......zato i potpisujete izjavu o odricanju od
odgovornosti prijevoznika.”• Zadnji e-mail United Airlinesu: „snimiti ću
spotove i postaviti ih na YouTube”.• Dave Carroll je u svjetskim medijima dao
preko 200 intervjua.• Ukupna šteta: 208 milijuna USD
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FedEx case study
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Megapopust.hr
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Megapopust.hr
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Megapopust.hr
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Megapopust.hr
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Megapopust.hr
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Megapopust.hr
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FedEx case study Vrijeme događaja: 19.12.2011.Vrijeme odgovora: 21.12.2011.Prednost i mana društvenih mreža je što se događaju brzo – brzo se dogodila kriza, brzo se na nju moglo odgovoriti
Zašto je ovo pozitivan Case Study:-Brzo su odgovorili-Popravili su grešku-Umjesto glasnogovornika, govorio je Senior VP – human voice-Koristili su društvenu mrežu na kojoj su napadnuti-Sačuvali su reputaciju FedEx-a
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Osnove kriznog komuniciranja
Što sadržava plan za krizno komuniciranje?
• Krizni stožer (tko su mu članovi i što radi)• Internu komunikaciju za vrijeme krize• Glasnogovornika • Scenarij i simulaciju kriza• Cilj javnosti (opća, mediji, poslovna, interna, ugledna..)• Ključne poruke javnosti• Najučinkovitije metode komuniciranja• Analizu i praćenje medijskih objava
Odgovorite na tri osnovna pitanja:
-što se dogodilo?-što poduzimate ?-što će te poduzeti?
pritom budite iskreni i suosjećajni!!
http://www.pr-eminencija.bloger.hr
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03. mjesec 2002.
04. mjesec 2004.
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Social Media is a conversation supported by on-line tools.
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KOMUNIKACIJSKI PLAN
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Everyone has their own circle of trust. People whose opinion they listen to and respect.
Marketing cant break this bond.
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People want companies to open up, so people
can really see them!
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Zašto se ne otvaraju?
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Tvrtke vole kontrolu i ne žele je samo tako pustiti. Na društvenim medijima, kontrolu nitko ne voli!
“Internet je demokratski medij. Demokratija znači… znate ono “narod vlada” “Dragana Djermanović direktorica PRpepper
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Komunikacija će se dogoditi sama od sebe. Bez da je VI potaknete!
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Komunikacija će se dogoditi sama od sebe. Bez da je VI potaknete!
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Zašto biti prisutan na društvenim mrežama?
Ljudi pričaju o vama…….upravo sada.
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Social Media and Public Relations are cousins but they arent the same thing.
PR?
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08.02.2012. - Reakcija Vlade RH s Twittera odmah nakon intervjua Nevenke Bačić (Kerumove seke) na Novoj TV .
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Twitter za dobrotvorne svrhe i company oportunity
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Twitter za dobrotvorne svrhe i company oportunity
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Twitter za dobrotvorne svrhe i company oportunity
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Facebook u Hrvatskoj
1,516,560Svih Facebook korisnika
760,340Muških Facebook korisnika
735,100Ženskih Facebook korisnika
231,180Facebook korisnika koji su u vezi
224,580Facebook korisnika koji su u braku
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Komunikacija na Facebooku?
Call for Action
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Facebook EdgeRank
1.Koliko vas „Lajkam” ?
- Koliko sam puta imao interakciju sa fan stranicom
- Koliko sam dugo vas fan
- Koliko puta nisam imao interakciju s vama
(Ukoliko nisam imao interakciju s 20 postova Fan stranice, vise mi se ne pokazuje u Top News).
- Koliko je mojih prijatelja „lajkalo” vasu stranicu
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Facebook EdgeRank
2. Koliko je dobar post?
- Koliko ima komentara – vise komentara –bolji post
- Koliko likeova ima post
- Koliko je klikova na link u postu
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Facebook EdgeRank
3. Kada je postavljen post?
- Prije koliko sati je postavljen post
- Da li ljudi i dalje komentiraju ovaj post
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Dobar post
1. Poziv na Like- Ovo ce vam se sigurno svidjeti...- Nama se svidja, a vama?- Ovo je izvrsno!
2. Poziv na komentiranje- Molimo vas napisite vase misljenje u komentarima..- Sto vi mislite o....- Sto kazete na ovo...- Kako bi vi to napravili?
3. Poziv na link- Za detalje kliknite na link/video- Vise informacija cete dobiti ovdje....
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Komunikacija na Facebooku
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Komunikacija na Facebooku
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Komunikacija na Facebooku
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Primjeri oglasa
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Angry fan? Hejter?
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Angry fan? Hejter?
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Best communicators start as the best listeners.
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Its a DIALOGUE not a monologue!
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Give them something to talk about!
Predsjednička kampanja II. Krug 2010.
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Pravila društvenih mreža
Communications Connections
Conversation Community
Listening to your marketplace
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R.O.I.RETURN ON INVESTMENT
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ULAGANJE POVRAT INVESTICIJE
ROI je način mjerenja primjenjiv u poslovnom procesu. Medijski procesi su potpuno drugačiji.
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ROI =(DOBIT INVESTICIJE – TROŠAK INVESTICIJE)
TROŠAK INVESTICIJE
IZRAČUN ROI
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Rast posjeta/prodaje/walkin-a
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On-line reputacija - Klout
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Farmers and social media
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Did you know that 46% of farmers use social media every day. In the United States, 79% of farmers uses Facebook and 10% uses Twitter.
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#agchat
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I za kraj…. Što komunicirati na društvenim mrežama?
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