פעם היה פשוט יותר. הייתה לכם חנות, אנשים היו מגיעים פיסית, בגופם, לחנות. ערוצי תקשורת אלטרנטיביים? טלפון חוגה. התקשורת הייתה אישית. הלקוח הכיר אתכם על פי רוב וההפך, ואם לא הכיר, לפחות הסתכל בלבן של העין.

לקוחות עדיין רוצה להסתכל לכם בלבן של העין לפני שהם קונים, רק שהיום הם בהרבה מקרים נמצאים בעיר אחרת, מדינה אחרת ולפעמים ביבשת אחרת. איך הם יידעו שאתם, "בעל הבית", בסדר? שתטפלו בהם טוב? שהמוצר יהיה טוב? אתם חייבים להיראות מהוגנים, רצינים ואמינים.

האתגר נעשה קשה יותר בעולם של שיתוף מידע בכלל וצרכני בפרט. ריבוי ערוצי המידע היא חרב פיפיות, היא יכולה להרוס אתכם והיא יכולה לסייע לכם לבנות את העסק שלכם במהירות ובהיקפים חסרי תקדים, ללא תלות במיקומכם הגיאוגרפי. תפקידכם הוא לתבוע את מקומכם בערוצי המידע החדשים האלה וליצור בהם נוכחות רציפה וחיובית,  שתמתג אתכם ותזרים מכירות.

ואם לא בא לכם? ואם אתם פשוט לא "מתחברים לזה"?

הפופולריות העצומה של הרשתות החברתיות מחייבות אותכם להיכנס למשחק הזה, גם אם אתם "לא מאמינים בו". זו עובדה מוגמרת. לצורך הבנת סדר הגודל והציפיות לעתיד, שווי חברת פייסבוק לבדה היא יותר מפי 2 מאשר השווי של עשרת חברות התעופה הגדולות בעולם ביחד. שוב, מצד אחד ציים גדולים של מטוסי ברזל שמטיסים אנשים בעולם, מצד שני אתר שמאפשר לכם להתחבר מחדש עם אנשים שהיו איתכם בתיכון ויותר לא לדבר איתם לעולם, רק לראות תמונות של הילדים שלהם.. שווה יותר מפי 2! ישנם כרגע 4 מיליארד חשבונות משתמשים ברשתות חברתיות, והתחום גדל ב- 35% בשנה מ-2009. גיים אובר. המשחק השתנה. אתם משתנים איתו.

הבעיה שהפופולריות העצומה הזו מביאה איתה לבעלי עסקים היא שאינטרנט לא שוכח ולא סולח. בעיקר בעידן של קונים מנוסים שיודעים מה הם רוצה לקבל בדיוק. מה זה אומר? שאתם באמת צריכים להיות בסדר! יש המון פרסומות בטלוויזיה על תכשירים להסרת כתמים, לכו תסירו כתם בפייסבוק…

לפני שמתחילים:

  1. 1זוכרים את קהל היעד שלכם? בדקו באילו קהילות וסביב אילו נושאים הם מסתובבים, על מה הם משוחחים ואיזה מידע הם מעריכים שמשתפים איתם. מצאו את המקומות בהם הם מתקהלים ופועלים ועקבו אחריהם, האזינו לשיחות ומפו את נושאי השיחה. למשל, אם המוצר שלכם יחסית טכני, וקהל היעד שלכם לא – עזרו להם ע"י יצירת מספר סרטונים וידאו. היכנסו לנעליים שלהם..
  2. 2קהלים בגילאים שונים נוטים להשתמש ברשתות חברתיות שונות. במדינות מסוימות ישנם רשתות חברתיות מאוד דומיננטיות. למשל, אם אתם "מטרגטים", מכוונים, לקהל ברוסיה, אינכם יכולים להתעלם מ- VK. באותו אופן, לא צריך ללכת אוטומטית לרשתות החברתיות הגדולות, מכיוון שיכולות להיות רשתות חברתיות אחרות, קטנות יותר שיהיו יותר רלוונטיות לחברה שלכם.
  3. 3מומלץ בהקשר הזה מאוד גם לפתוח בלוג לחברה, בו תוכלו אתם ואנשיכם לכתוב עדכונים על המוצר שלכם, על התחום בכלל ולתת את נקודת הראייה הייחודית שלכם. באופן זה תמתגו את עצמכם כמומחים בתחום, ותתנו לאנשים סיבה טובה להצטרף לרשימת התפוצה שלכם. מיותר לציין שכל עדכון בבלוג שלכם יופץ בפרופילים שלכם ברשתות החברתיות.שיווק ע"י יצירת תוכן נקרא Inbound marketing, והוא המקביל ללקוח שנכנס לחנות שלך. אתה גורם לו לבוא אליך, במקום ללכת ולהביא אותו (ע"י באנרים, קניית מדיה, מיילים, טלפונים וכו). מבקרים שמגיעים כתוצאה מסוג השיווק הזה קל יותר להפוך ללקוחות משלמים – הם כבר באים לרוב עם דעה חיובית עליכם.
  4. 4קחו בחשבון את המשאבים העומדים לרשותכם לתחזוקת הנוכחות שלכם ברשתות בחברתיות. בעוד שלפתוח חשבון ברשתות החברתיות זה בחינם לרוב, התחזוקה מצריכה עבודה רבה וזמן רב. אין דבר עגום יותר ודי מדאיג ללקוחות מאשר לראות את דף הפייסבוק של החברה שלכם שנפתח ביוני 2012 ועודכן לאחרונה בספטמבר 2012 עם איזה לינק למאמר מאי שם באינטרנט.

 

מה שנכון, נכון.
מה שנכון, נכון.

אז איך בונים נוכחות ברשתות חברתיות?

  1. 1יצירת תוכן איכותי. למעט תוכן כתוב, אני מאוד אוהב אינפוגרפיקות (חפשו בגוגל, והנה כלי חינמי לעשות אותם). זה ויראלי בטירוף. בכלל, תמונות יוצרות יותר אינטראקציה ושיתוף: זה יכול להיות תמונות של הצוות שלכם, תמונות מכנסים ואירועים בתחום שהשתתפתם בהם, תמונות מסך "מאחורי הקלעים" של מוצרים חדשים, תחרות תמונות בין העוקבים שלכם וכו. עכשיו אתם בטח שואלים, האם נצטרך ל"האכיל" את כל הרשתות חברתיות שאנחנו מתחזקים בכל עדכון ועדכון? זה הרבה פיות להאכיל, וכל אחד עם צרכיו השונים. הנה מאמר מועיל בנושא.
  2. 2תקשורת דו-סיטרית. אם אתם כותבים בלוג, שאלו בו שאלות ותגרמו לקוראים להשתתף. אם אתם כותבים פוסט בפייסבוק, שהתמשו בו על מנת לקבל מידע מהעוקבים שלכם וכדי לקבל פידבק, עזרה ועצות מהעוקבים שלך (זה לגיטימי לחלוטין והרבה ישמחו לעזור עד גבול מסויים). הגיבו במהירות על כל שאלה או הערה שמופנית אליכם , או שנמצאת ב"טריטוריה" שלכם. אתם גם יכולים לקחת את זה צעד קדימה ולערוך משחקים, תחרויות (טיפים) ומבצעים לעוקבים שלכם. כמו תמיד, כמה שתעשו את זה יצירתי יותר, כך זה יעלה פחות כסף.
  3. 3היו סוציאלים בעצמכם. עקבו אחרי קהילות שבהם מסתובב קהל היעד שלכם. הגיבו שם ותיזמו והשתתפו בדיונים. מעבר לחיזוק הנוכחות שלכם, זו הזדמנות מצויינת לשמוע את "הדיבור" מסביב…
  4. 4מיתוג. הנוכחות שלכם ברשתות החברתיות כמו כל הפעולות האחרות שלך צריכות להיות נגזרות של מיתוג החברה. באותה נשימה, בפוסטים ובעידכונים שלך אני ממליץ לתת לקוראים/עוקבים תחושה שבן אנוש כתב אותם (אתם) ולא ארגון/חברה. זה אומר, בין השאר, שימוש בשפה שאנשים מדברים בה, שימוש בגוף ראשון יחיד, וחתימה של הכותב עם שמו + דרכי התקשרות איתו.
  5. 5ניטור אחרי האיזכורים עליכם – מה אנשים אומרים על המותג שלכם? ישנם כלים שנותנים שירות זה, חלקם עם גירסאות חינמיות: Mention, HootSuite, Topsy.
  6. 6כמו תמיד, הציבו יעדים כמותיים לנוכחות שלכם ברשתות חברתיות, עיקבו אחרי ההתקדמות, עיקבו אחרי הביצועים (האם התנועה באתר עלתה? האם מגיעות עוד מכירות?).
  7. 7הרשתות הבולטות כיום: פייסבוק, טוויטר, אינסטגרם (רשת חברתית לתמונות), לינקדאין (רשת חברתית מקצועית), פינטרסט (אתם מתייגים לינקים מרחבי האינטרנט), טמבלר (אתם יוצר מיקרובלוג – לתמונות, סרטים, לינקים, הכל), גוגל פלוס, ויין (Vine, רשת חברתית לסרטונים קצרים).

 

כדי להיות יזם טוב לדעתי צריך לפתוח מנטליות של אולר שוויצרי – להבין בתחומים רבים ברמה מסויימת. בשנים האחרונות נוסף עוד מכשיר לאולר השוויצרי – רשתות חברתיות.

תהיה מטרתכם אשר תהיה: להעלות את התנועה באתר, לבנות ערוצים חדשים בהם תוכלו להפיץ את ה"בשורה" שלכם או את "מוצר היום", לבנות קהילה, להגביר מודעות לארגון שלכם ולמותג שלכם וגם למכור ישירות (ישנם תוספים של "חנויות" לפייסבוק, למשל), אתם צריכים להיות שם.

היעדרות מוחלטת מרשתות חברתיות יכולה להרים גבות בקרב קהל היעד שלכם: "מה, אתם לא רוצים להיות חברים שלי?!?"


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