Marketing na drustvenim medijima
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Transcript of Marketing na drustvenim medijima
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Social Media MarketingRadionica
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Social Media Marketing je proces dovođenja saobraćaja na vebsajt sa društvenih medija
Social Media Marketing – Marketing preko društvenih medija
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Social Media Marketing je i proces pridobijanja pažnje na brend na društvenim medijima.
Social Media Marketing – Marketing preko društvenih medija
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Da li su društvene mreže PR ili marketing?
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Direktni marketing
Advertajzing
Promotivne akcije
Lična prodaja Publicitet
Odnosi sa potrošači
ma
promocija proizvod cijena mjesto
Odnosi sa Vladom
Odnosi sa zajednico
mOdnosi sa medijima
4 P
svaka javnost dobija svoju vrstu poruke
promotivni miks
1. odabir ciljne publike 2. izrada poruke u skladu sa ciljnom publikom3. odabir kanala i distribucija krajnjim korisnicima
Marketing i Komunikacije - MARKOMposao komunikacija
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Promotivni miks
Direktni marketing
katalozi
telefonska prodaja
kiosk
internet, mobilni
marketing
Advertajzing
štampani mediji
internet, mobilni
advertajzing
bilbordi
TV reklame
Lična prodaja
prezentacije
konferencije
Promotivne akcije
popusti
kuponi
demonstracije
Publicitet
podizanje svijesti o proizvodu
ili kompaniji koristeći medije
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Gdje je social media u prodajnom lijevku?
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Social media marketing se fokusira na sadržaj koji privlači pažnju i ohrabruje korisnike da dijele taj sadržaj na svojim kanalima.
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Odaberite cilj! povećati saobraćaj na sajtu
kreirati identitet brenda i pozitivnu brend asocijaciju
proširiti svijest o brendu poboljšati komunikaciju i interakciju za
javnostima podstaći konverziju
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1Ciljna publika
2Poruka ili
sadržaj
3Kanal komunikacij
e ili distribucije
Marketing strategija
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CILJNA PUBLIKA - PERSONE
sa kim komuniciramo?
1
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Personalizacija
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S kim komuniciramo? Ciljna publika – persone• Demografska obilježja više nisu
važna
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Persona – Miloš • ciljevi• izazovi• vrijednosti• strahovi• što ga motiviše• interesovanja• zašto bi koristio naš
proizvod• kako
uči/istražuje/saznaje
• demografske osobine• uloga na poslu
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PORUKA KOJU ŠALJEMO
kreiranje i kanal distribucije sadržaja u odnosu na personu
2
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Kako pričamo sa Milošem?• motivisati ga• inspirisati • emotivno dotaći• zaintrigirati• pojaviti se na
pravom mjestu u pravo vrijeme
• pomoći mu• način govora• lično obraćanje
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Društvene mreže nisu megafon za prizivanje potrošača
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Svakoj personi se obraćamo na različit način
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KANALI DISTRIBUCIJE
social media kanali
3
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Izbor kanala
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Earned-Paid-Owned Media
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Sadržaj
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• creative commons licenca
Autorsko pravo nad sadržajem
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Tipovi sadržaja
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• Dizajn:– Canva (vizuali, dodavanje teksta na slike,
infografici) – Pixlr (jednostavno editovanje slika, kolaži)– Easel.ly (infografici)
• Baza fotografija:– Unsplash (najkvalitetnije slike, manja
količina)– PixaBay(ok kvalitet slika, veća količina)
Alati za kreiranje sadržaja
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LinkedIn promovisani
postovi
Adwords generic Facebook
custom audience
SponsoredTweets
InfluencerPR
Facebookretargeting
Facebookpromovisani
postoviSEO
generic
adwordsremarketing
organic reach
organic reachadwords
tail
adwordsmobile
adwordsPLA
organic reach
SEOlongtailblog
marketing
integratedcontent
campaignsMedia relatedPR
Low V
olum
e
Low R
OI
Low VolumeHigh ROI
High VolumeLow ROI
High Volume
High ROI
Efektivnost
Inve
stic
ija
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Što je dobar nastup na društvenim mrežama?
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1Planiran unaprijed
2Usko ciljan
3Mjeren i
popravljan
Dobro planiran
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Facebookpodstakni emociju
link
podešeno za mobilni
telefon
vodi računa o vremenu
daj korisnu
informaciju
daj sliku
uključi zaposlene da
podijele i komentarišu
podstakni razgovor,
komentariši
video !
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pravilo 2/3ljudski lik
koristi alate za
editovanje slika
privuci pažnju
opisom slikekoristi
hashtag
uključi pitanje