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SODELOVANJE NA DRUŽBENIH OMREŽJIH NI MERILO USPEHA

27. 3. 2018

Vsem se zahvaljujem za sodelovanje na družbenih omrežjih z velikodušnimit tviti, komentarji na blogu in podobno. Imam samo eno vprašanje: zakaj me ne zaposlite?

Dovolite mi, da se posvetim temu nenavadnemu vprašanju …

Vsebino ustvarjam dosledno že skoraj 10 let in zgradil sem neverjetno skupnost, ki je ustvarila 60.000 komentarjev na blogu in več sto tisoč všečkov, tvitov in omemb. Mnogi od mojih “rednih” sledilcev na družbenih omrežjih so postali zelo tesni prijatelji.

Ampak to počnem dovolj dolgo, da vidim trend, ki nastaja v smislu odnosov in nakupov. Moje podjetje je stalno raslo že deset let, zgrajeno pa je povsem na trženju vsebin. Toda v  95 odstotkih primerov, ko me nekdo najame za govor, delavnico ali svetovanje, sploh še nikoli nisem slišal za njega. Ali ni to čudno?

Vsi ti lajki, vsi ti tviti, vsa ta deljenja vsebin in rezultat je, da še nisem slišal za ljudi, ki so moji največji kupci.

Da pojasnim: skoraj vsakdo, ki me najame, je oboževalec neke oblike moje vsebine – bloga, podcasta The Marketing Companion ali mojih knjig o marketingu. Toda skoraj nihče si nikoli ni dopisoval z menoj na družbenih omrežjih (Facebook, Twitter ipd.). Tisti, ki prispevajo mojo plačo, so na tem področju v bistvu tujci.

Če torej ukvarjanje s družbenimi omrežji ne vodi nujno do strank, zakaj se toliko ljudi ukvarja s tem kazalnikom – aktivnostjo na družbenih omrežjih? Naj delim z vami nekaj misli o tem,

Povezava je resnična

Verjamem, da je ena od največjih priložnosti pri trženju na družbenih omrežjih to, da gradimo čustveno povezavo z ljudmi – to pa sčasoma prinaša poslovne koristi.

Vendar to ne pomeni, da je odnos dvosmeren

Velikokrat se mi je zgodilo, da so na konferenci prišli do mene tujci in se mi približali na način, kot da smo dobri prijatelji. Z leti so me namreč spoznali skozi mojo vsebino – moje vrednote, moje poglede, moje izzive in moje zmage. Verjetno me poznajo bolje kot nekatere svoje družinske člane. Vendar to ne pomeni, da jaz poznam njih.

Pravzaprav to ni zares pomembno. Povezava ni nič manj pomembna, če samo oni poznajo mene, in to spoštujem.

Res pomembna pa je druga možnost: ljudje morda ne uporabljajo družbenih omrežij, to pa ne pomeni, da z mano niso povezani.

Uporaba družbenih omrežij je morda napačno merilo

Pred kratkim sem delal z vodjo marketinga, ki je bila zaskrbljena, ker vse, kar je zanimalo njenega šefa, so bila družbena omrežja ter njihova merljivost. Trudila se je na vso moč, da bi dobila čim več všečkov ter da bi čim več ljudi komentiralo njihove objave, čeprav vsa ta aktivnost na družbenih omrežjih ni imela nobenega merljivega vpliva na prodajo.

Da smo si na jasnem: zagotovo družbena omrežja (in to, kar se tam dogaja), pomenijo oz. pokažejo vsaj tri stvari:

  • Lahko nam pokažejo različne poslovne priložnosti.
  • Dokazujejo nam, da se z našo vsebino nekdo ukvarja.
  • Lahko nam nudijo povratne informacije o našem delu in potrdijo naš trud.

Toda to, da se ukvarjamo z družbenimi omrežji, ne da bi jih povezali s poslovnimi koristmi, je lahko drago in nespametno. Naj vam dam primer: najbolj priljubljena objava na blogu, ki sem jo ustvaril, se je imenovala “Content Shock”. Objavo je delilo in komentiralo na tisoče ljudi. Ko je minilo tri tedne od dneva objave, je bilo “angažiranje z družbenimi omrežji” skoraj polna zaposlitev! Toliko ukvarjanja je bilo s tem, da sem skoraj bankrotiral!

Obstajajo stroški financiranja, zato se je potrebno zavedati tudi finančnega vpliva, ki ga ima ukvarjanje s družbenimi omrežji.

Alternativa: kako drugače vključiti družbena omrežja

Obstajajo tudi različne sile, ki spodbujajo stranke k sodelovanju na družbenih omrežjih. V preteklih treh letih se je povečalo število ljudi, ki berejo moj blog. Prav tako se je povečalo število ogledov strani, vendar se je sodelovanje s komentiranjem zmanjšalo. Eden od razlogov je ta, da dandanes več ljudi gleda mojo vsebino preko mobilnih naprav. Ste poskušali pustiti komentar na mobilni napravi? To je težko.

Torej: namesto priljubljenosti in udejstvovanja na družbenih omrežjih, obstajajo tri merila, za katera verjamem, da bolje kažejo, ali greste v pravo smer:

a) Delitev na družbenih omrežjih: ali se vaše vsebine delijo naprej?

Ekonomske vrednosti ni v vsebini, temveč le v vsebini, ki jo vidimo in delimo.  Pomembno se je posvetiti temu, katera vsebina se bo delila naprej, in ne samo temu, kako dobra je ta vsebina.

b) Povratni obiskovalci

Če se vaši obiskovalci vračajo, ustvarjate prave oboževalce in čustveno povezavo z njimi, tudi če ne komentirajo.

c) Povprečen čas na spletnem mestu

To vam pove, ali so pozorni na vas. Učijo se o vas.

Osredotočanje na ta tri merila bo vodilo do pravilnega ukrepanja na področju trženja v vaši organizaciji – to bo veliko bolje, kot da bi se ukvarjali z “angažiranjem” in se posvečali ves čas družbenim omrežjem. In končno merilo je seveda – pretvorba in prodaja.

Avtor: Mark Schaefer

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Author

  • Mark Schaefer

    Mark Schaefer je avtor petih best selling knjig o marketingu (Social Media Explained, Return On Influence, Born to Blog, The Content Code in The Tao of Twitter, najbolj prodajane knjige o Twitterju na svetu). Njegove knjige se uporabljajo kot učbeniki na več kot 50 univerzah, prevedene pa so v 12 jezikov. Mark je glavni bloger na svojem spletnem dnevniku Businesses Grow (https://www.businessesgrow.com) in izvršni direktor Schaefer Marketing Solutions. Je sovoditelj oddaje The Marketing Companion, ki sodi med deset najboljših marketinških oddaj na iTunesu. Njegov blog sodi v 1 % blogov z največjim številom komentarjev na svetu. Predaval je za največje blagovne znamke na svetu in je znan po svojih izvirnih, provokativnih in globokih pogledih na poslovne probleme, s katerimi se soočamo danes in na strategije, ki bodo zmagale v prihodnosti. Bil je uvrščen na Forbes-ov seznam deset najboljših avtoritet socialne prodaje.

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