ce facem dupa ce postam pe facebook
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Prezentare PR Academy 2013 - Catalin TenitaTRANSCRIPT
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Scopul comunicarii:Top of mind pe categorie
- De unde cumpar? De la X.- Ce cumpar? Brandul Y.- De unde ma informez? Site-ul Z.- Unde socializez? Cafeneaua Q / Reteaua sociala W.
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3 scenarii posibile(in functie de brand/om)
NorocBrand lovin’Research si incorporare a feedback-ului
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Tot ce trebuie sa analizati daca vreti sa bateti casa pe Facebook :D
4 activitati 4 parametri (KPI)2 dimensiuni (cronologic si vs. concurenta)
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Aquisition
Ce ma intreb?
Rata de crestere e mai mare sau mai mica fata de perioada anterioara?Rata de crestere e mai mare sau mai mica decat a concurentei?Exista factori perturbatori: campanii de aduri, promotii deosebite, etc?
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Engagement
Ce ma intreb?
Rata de engagement e mai mare sau mai mica fata de o perioada de referinta/medie anuala?Concurenta cum sta pe acest parametru?Ce explica variatiile?Cine sunt cei “activati”?
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Know thy fans
Moneda rea o elimina pe cea buna. La fel si fanii!
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Viralitate
Organic: 141.587 Viral: 460.505
ROI pozitiv = fa-ti fani dintre cei adusi de altii
Ce masuram?
Statistici private: raportul organic/viral si paid/viral dpdv reachStatistici publice: succesul in termeni de shares per post (vs concurenta/cronologic)
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Content is king, distribution is King Kong
Faza buna: pe Facebook continutul bun sporeste distributia (sub 10% intra pe pagina unui brand, restul citesc posturile in feedul propriu pentru ca au interactionat sau din cauza ca prietenul X likes/shares that)Faza proasta: concurenta e foarte puternica
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Ce masuram la continut?Ce teme performeaza cel mai bine?Care e tone of the voice cel mai eficient?Cum face concurenta/cei din afara?Cum pot sa ma racordez la evenimentele cotidiene?Ce continut produce rata mare de abandon (unlike)?
Reach
Cat la suta din universul utilizatorilor romani a interactionat cu pagina mea?Care este rata de interactiune pe core target? (segmentul care ma intereseaza in primul rand)Am o afinitate pe core target si cat de mare este ea?
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