{"id":3405,"date":"2019-09-20T17:29:41","date_gmt":"2019-09-20T17:29:41","guid":{"rendered":"https:\/\/inoveo.ro\/uncategorized\/cum-sa-fii-vocal-si-credibil-in-social-media\/"},"modified":"2019-09-20T17:29:41","modified_gmt":"2019-09-20T17:29:41","slug":"cum-sa-fii-vocal-si-credibil-in-social-media","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/branding-en\/cum-sa-fii-vocal-si-credibil-in-social-media\/","title":{"rendered":"Cum sa fii vocal \u0219i credibil \u00een social media"},"content":{"rendered":"

Pentru a-\u021bi cump\u0103ra produsele, consumatorul trebuie s\u0103-\u021bi cunoasc\u0103 brandul, s\u0103-l plac\u0103 \u0219i s\u0103 aib\u0103 \u00eencredere \u00een el. Toate aceste lucruri nu se realizeaz\u0103 peste noapte \u0219i nici dintr-o \u00eent\u00e2mplare, ci trebuie construite printr-o strategie clar\u0103 de marketing. Iar social media a devenit probabil calea cea mai la \u00eendem\u00e2n\u0103 de a ajunge la consumatori \u0219i un mediu de comunicare ce nu mai poate fi ignorat. De Dochi\u021ba Zenoveiov, Brand Innovator<\/strong><\/p>\n

\u00cenainte de toate, brandul trebuie s\u0103-\u0219i seteze sau s\u0103-\u0219i clarifice cine este \u0219i care sunt obiectivele urm\u0103rite pe fiecare canal de comunicare. \u00cen goana dup\u0103 like-uri \u0219i conversii, agen\u021bia de social media nu va fi preocupat\u0103 de identitatea vizual\u0103 \u00een online a brandului t\u0103u, aceasta trebuie g\u00e2ndit\u0103 \u0219i declinat\u0103 pe medii de comunicare cu mult timp \u00eenainte de a \u00eencepe orice campanie de social media. Dac\u0103 nu exist\u0103 o identitate vizual\u0103 puternic\u0103 de brand, designul lending page-ului (pagina la care face trimitere mesajul t\u0103u) nu va fi de impact \u0219i probabil nici con\u021binutul.
\nPorni\u021bi de la aceste \u00eentreb\u0103ri: Care este viziunea mea \u00een online, unde vreau s\u0103 ajung? Cum ajung acolo? Cum m\u0103 comport \u00een aceste medii pentru a atinge obiectivul stabilit? Este vorba de a transpune \u00een online esen\u021ba brandului t\u0103u – misiune, viziune \u0219i valori \u2013 \u0219i de a crea engagement cu consumatorul.
\nDe asemenea, dac\u0103 vrei s\u0103-\u021bi cre\u0219ti brandul corect \u00een online, e foarte important s\u0103 nu derapezi. Acesta este cel mai mare risc, deoarece \u00een online derapajele se pot \u00eent\u00e2mpla foarte u\u0219or, \u00een condi\u021biile \u00een care mesajele se transmit rapid la un num\u0103r mare de persoane. Aici 1+1 = 3. \u0218i ajungem la problema controlului asupra comunic\u0103rii de brand: marea diferen\u021b\u0103 \u00eentre cele dou\u0103 canale mari de comunicare este lipsa controlului \u00een online versus offline. Ce am remarcat recent \u00een social media este faptul c\u0103, odat\u0103 ini\u021biat\u0103 o discu\u021bie axat\u0103 pe comentarii negative la adresa brandului, este greu s\u0103 o redirec\u021bionezi c\u0103tre aspectele pozitive. Din acest motiv, companiile trebuie s\u0103 con\u0219tientizeze importan\u021ba cre\u0103rii unei strategii pentru online \u0219i a aloc\u0103rii de resurse pentru gestionarea comunic\u0103rii \u00een acest canal. Trebuie s\u0103 existe \u00eentotdeauna cineva care s\u0103 modereze cumva discu\u021biile \u0219i s\u0103 le readuc\u0103 la subiectul ini\u021biat de brand.<\/p>\n

\u201cOrice conversa\u021bie este bun\u0103\u201d. Oare?<\/strong><\/span><\/p>\n

Aud de multe ori oameni de marketing spun\u00e2nd \u201e\u0218i PR-ul negativ este bun\u201d. Aceasta nu poate fi o afirma\u021bie general valabil\u0103. Cred c\u0103 doar atunci c\u00e2nd brandul t\u0103u are o comunitate puternic\u0103 de fani \u00een online se poate vorbi despre beneficiile PR-ului negativ, at\u00e2ta timp c\u00e2t el este gestionat corect de c\u0103tre oamenii de comunicare. Produsele noi pot fi scoase din pia\u021b\u0103 printr-un PR negativ.
\nStudiile despre profilul psihologic al oamenilor, realizate de-a lungul timpului, au ar\u0103tat c\u0103 \u00een online ne este foarte u\u0219or s\u0103 coment\u0103m negativ \u0219i s\u0103 fim agresivi, spre deosebire de conversa\u021biile face-to-face. \u00cen schimb, atunci c\u00e2nd posteaz\u0103 despre ei \u00een\u0219i\u0219i, oamenii share-uiesc experien\u021be pozitive. Deseori acestea sunt legate de anumite experien\u021be de consum: de exemplu, sejururi la hoteluri, mese la restaurant etc \u2013 \u00een aceste situa\u021bii, consumatorii creeaz\u0103 ei \u00een\u0219i\u0219i con\u021binut pentru brandurile respective. Oamenii care gestioneaz\u0103 portofolii de branduri ar trebui s\u0103 speculeze mai mult aceste post\u0103ri ad-hoc, pentru a crea efectul Wow \u00een social media. \u00cens\u0103 nu trebuie s\u0103 ave\u021bi a\u0219tept\u0103ri de la utilizatorii de social media s\u0103 v\u0103 creeze brand awarness. Branduie\u0219te-te tu \u00eenainte de a a te brandui al\u021bii! Cu alte cuvinte, fiecare brand are responsabilitatea de a se se prezenta singur, de a spune ce vrea despre el \u00eensu\u0219i \u0219i de a \u00eencerca s\u0103 fac\u0103 engagement cu consumatorii s\u0103i \u0219i chiar de a-i surprinde, din c\u00e2nd \u00een c\u00e2nd.<\/p>\n

Partea cea mai frumoas\u0103 e faptul c\u0103 industria alimentar\u0103 este foarte ofertant\u0103 ca subiecte de conversa\u021bie \u00een social media: brandurile pot vorbi despre beneficiile anumitor alimente asupra s\u0103n\u0103t\u0103\u021bii, despre cum pot fi combinate categoriile alimentare \u00een consum sau pot posta re\u021bete culinare, sfaturile unor nutri\u021bioni\u0219ti pentru o alimenta\u021bie s\u0103n\u0103toas\u0103 etc. Aten\u021bie \u0219i la flow-ul con\u021binutului! Ca brand, nu po\u021bi comunica \u00een permanen\u021b\u0103 acela\u0219i lucru \u00een social media. Trebuie construit\u0103 comunicarea pe mai multe mesaje distincte. De asemenea, trebuie evitat\u0103 abunden\u021ba de mesaje \u00een social media. Agen\u021biile de digital recomand\u0103 brandurilor FMCG o frecven\u021b\u0103 a post\u0103rilor \u00een social media de 2-3 ori pe s\u0103pt\u0103m\u00e2n\u0103. \u00cen acest interval la\u0219i timp s\u0103 se \u201econsume\u201d subiectul. Pentru brandurile cu bugete mai mari de promovare, este interesant de urm\u0103rit \u0219i trendul de cre\u0219tere a ratei de accesare a con\u021binutului video \u00een social media. Consumatorii aleg s\u0103 vizioneze filmule\u021be, \u00een detrimentul parcurgerii unui text scris, din dou\u0103 considerente majore: efortul depus este mai mic \u0219i impactul imaginilor este mai mare. Cu c\u00e2t va fi mai neprelucrat contentul video, cu at\u00e2t va fi mai accesat \u0219i mai apreciat de consumatori.<\/p>\n

Educarea audien\u021bei \u00een social media<\/strong><\/span><\/p>\n

Audien\u021ba din online este exact cea care acord\u0103 o mare aten\u021bie noilor trenduri din consum, \u00een special cele legate de stilul de via\u021b\u0103 s\u0103n\u0103tos. A\u0219 spune c\u0103 este cea mai ofertant\u0103 audien\u021b\u0103 pentru brandurile care vor s\u0103-\u0219i educe consumatorul, deoarece vorbim de oameni deschi\u0219i \u201ela minte\u201d. Pe de alt\u0103 parte, \u00een online nu se st\u0103 prea mult timp pe citirea unui text, \u0219i atunci trebuie construit un mesaj atractiv at\u00e2t din punct de vedere con\u021binut \u0219i form\u0103 de exprimare, c\u00e2t \u0219i vizual.
\n\u00cen func\u021bie de specificul brandului, se poate trasa \u0219i o strategie de educare a consumatorilor cu ajutorul influencerilor. \u0218i este foarte important s\u0103 existe mai mul\u021bi influenceri atra\u0219i \u00een campania de promovare, nu doar unul singur.
\nInevitabil, \u00een social media vor ap\u0103rea \u0219i crize de comunicare. Ce este de f\u0103cut \u00een aceste situa\u021bii? \u00cen primul r\u00e2nd, miza\u021bi pe sinceritate \u0219i asuma\u021bi-v\u0103 vina (dac\u0103 chiar v\u0103 apar\u021bine). Astfel face\u021bi apel la empatia celor din audien\u021b\u0103, umaniz\u00e2nd leg\u0103tura dintre brand \u0219i consumator. De asemenea, este important s\u0103 ar\u0103ta\u021bi consumatorilor c\u0103 a\u021bi luat m\u0103suri pentru a rezolva problema ap\u0103rut\u0103 \u0219i c\u0103 a\u021bi tras \u00eenv\u0103\u021b\u0103minte din gre\u0219eala f\u0103cut\u0103. \u0218i nu uita\u021bi c\u0103 \u00een mediile online trebuie s\u0103 existe un grad de informalitate \u00een comunicarea dintre brand \u0219i consumatorii s\u0103i. Pentru c\u0103, \u00een definitiv, brandul este despre crearea de emo\u021bii, iar ca s\u0103 faci acest lucru trebuie, \u00een primul r\u00e2nd, s\u0103 fii uman \u0219i s\u0103 mergi dincolo de \u0219abloane. Indiferent de nivelul de educa\u021bie, consumatorul distinge nuan\u021bele de limbaj. Nu \u00eent\u00e2mpl\u0103tor, \u00een manualele de brand ale multina\u021bionalelor a ap\u0103rut de c\u00e2\u021biva ani un capitol nou, intitulat \u201cCum comunic \u00een online?\u201d. <\/p>\n

Dochi\u021ba Zenoveiov este Brand Innovator \u0219i fondator al INOVEO \u0219i are o experien\u021b\u0103 de 20 de ani \u00een marketing \u0219i branding.<\/strong><\/p>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Pentru a-ți cumpăra produsele, consumatorul trebuie să-ți cunoască brandul, să-l placă și să aibă încredere în el. Toate aceste lucruri nu se realizează peste noapte și nici dintr-o întâmplare, ci trebuie construite printr-o strategie clară […]<\/p>\n

Read More… from Cum sa fii vocal \u0219i credibil \u00een social media<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[78],"tags":[],"class_list":["post-3405","post","type-post","status-publish","format-standard","hentry","category-branding-en"],"yoast_head":"\nCum sa fii vocal \u0219i credibil \u00een social media - INOVEO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/cum-sa-fii-vocal-si-credibil-in-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cum sa fii vocal \u0219i credibil \u00een social media\" \/>\n<meta property=\"og:description\" content=\"Pentru a-ți cumpăra produsele, consumatorul trebuie să-ți cunoască brandul, să-l placă și să aibă încredere în el. 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Doctor Niculae D. Staicovici 51, Etaj 2, Ap 5","addressLocality":"Bucuresti","postalCode":"050559","addressRegion":"Bucure\u0219ti","addressCountry":"RO"},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/inoveo.ro\/en\/branding-en\/cum-sa-fii-vocal-si-credibil-in-social-media\/#local-main-organization-logo","url":"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png","contentUrl":"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png","width":336,"height":416,"caption":"INOVEO Concept"}]},"geo.placename":"Bucuresti","geo.region":"Romania"},"featured_image_src":"","featured_image_src_square":false,"author_info":{"display_name":"Inoveo","author_link":"https:\/\/inoveo.ro\/en\/author\/marius\/"},"rbea_author_info":{"display_name":"Inoveo","author_link":"https:\/\/inoveo.ro\/en\/author\/marius\/"},"rbea_excerpt_info":"Pentru a-ți cumpăra produsele, consumatorul trebuie să-ți cunoască brandul, să-l placă și să aibă încredere în el. Toate aceste lucruri nu se realizează peste noapte și nici dintr-o întâmplare, ci trebuie construite printr-o strategie clară [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/cum-sa-fii-vocal-si-credibil-in-social-media\/\">Read More...<span class=\"screen-reader-text\"> from Cum sa fii vocal \u0219i credibil \u00een social media<\/span><\/a><\/p> [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/cum-sa-fii-vocal-si-credibil-in-social-media\/\">Read More...<span class=\"screen-reader-text\"> from Cum sa fii vocal \u0219i credibil \u00een social media<\/span><\/a><\/p>","category_list":"<a href=\"https:\/\/inoveo.ro\/en\/category\/branding-en\/\" rel=\"category tag\">BRANDING<\/a>","comments_num":"0 comments","_links":{"self":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3405","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/comments?post=3405"}],"version-history":[{"count":0,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3405\/revisions"}],"wp:attachment":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/media?parent=3405"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/categories?post=3405"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/tags?post=3405"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}