{"id":634,"date":"2015-12-15T13:52:48","date_gmt":"2015-12-15T12:52:48","guid":{"rendered":"http:\/\/pinconsulting.co.rs\/?p=634"},"modified":"2016-05-02T16:15:58","modified_gmt":"2016-05-02T14:15:58","slug":"lekcije-iz-viralnog-marketinga","status":"publish","type":"post","link":"https:\/\/pinconsulting.co.rs\/de\/blog\/lekcije-iz-viralnog-marketinga\/","title":{"rendered":"Lekcije iz viralnog marketinga"},"content":{"rendered":"<p style=\"text-align: justify;\"><strong>Gotovo sve dru\u0161tvene mre\u017ee i platforme nastoje da inkorporiraju video klipove u svoj sadr\u017eaj.\u00a0<\/strong>Mi\u0161ljenja oko ovakvog na\u010dina komunikacije su podeljena, ali stru\u010dnjaci se sla\u017eu u jednoj stvari \u2013 ve\u0107ina klipova ne izaziva dovoljno jaku emociju koja bi navela ljude da ih podele na svojim profilima.<br \/>\nNe mo\u017ee svaki video da bude \u201cviralan\u201d. Kompanije obi\u010dno smatraju da je dovoljno ulo\u017eiti u odli\u010dnu produkciju te da \u0107e kvalitet videa navesti ljude da ga podele. Ali, da je to jedini recept za viral, mnoge kompanije bi izdvajale sredstva i mehani\u010dki ostvarivale sjajne rezulate ovim putem.<br \/>\nMnogi poku\u0161aji u pravljenju viralnih klipova su propali, iako su u njih bile investirane prili\u010dno velike sume, i to uglavnom zbog toga \u0161to nisu bila ispra\u0107ena odre\u0111ena viralna \u201cpravila\u201d koja \u0107emo u ovom blogu poku\u0161ati da klasifikujemo.<\/p>\n<h2 style=\"text-align: justify;\"><strong>1. Video mora da probudi emociju<\/strong><\/h2>\n<p style=\"text-align: justify;\">Smatra se da je ovo \u201calfa i omega\u201d svakog viralnog video klipa. Pri jednoj fokus grupi, kada su ispitanici razmatrali razloge \u0161to dele video klipove, odgovor je bio \u2013 sme\u0161ni su. <span style=\"color: #3366ff;\"><span style=\"text-decoration: underline;\"><a style=\"color: #3366ff; text-decoration: underline;\" href=\"https:\/\/www.youtube.com\/watch?v=9bZkp7q19f0\" target=\"_blank\">Gangam style<\/a><\/span>,<\/span> internet senzacija iz 2013. godine, masovno je kru\u017eila internetom zbog urnebesnih pokreta u spotu. Duhovit sadr\u017eaj je mo\u017eda naj\u010de\u0161\u0107i \u201crecept\u201d za viralnost, ali i druge emocije su u igri \u2013 video mo\u017ee postati viralan tako\u0111e ako je tu\u017ean, kontroverzan, edukativan. Setite se nekog do\u017eivljaja ili originalnog vica kojeg ste dugo prepri\u010davali prijateljima, a koji su to tako\u0111e prenosili dalje. Sli\u010dno se de\u0161ava i sa videom koji postaje viralan.<\/p>\n<h2 style=\"text-align: justify;\"><strong>2. Mesto va\u0161eg brenda ili proizvoda u video klipu<\/strong><\/h2>\n<p style=\"text-align: justify;\">Ukoliko videom \u017eelite da iskomunicirate proizvod ili uslugu, va\u017eno je da on ne bude u prvom planu, jer \u0107e to ceo sadr\u017eaj u\u010diniti \u010disto &#8222;prodajnim&#8220;. To ne zna\u010di da treba u potpunosti da nestane veza sa brendom, ve\u0107 je samo neophodno da se ona pametno postavi u celokupnom kontekstu. Da li to zna\u010di da viralan video ne mo\u017ee da bude istovremeno promotivan? Ne. Video najpre treba da bude edukativnog ili zabavnog karaktera i da se kroz taj ton izrazi brend. Kao odli\u010dan primer ovom prilikom bismo naveli <span style=\"text-decoration: underline;\"><span style=\"color: #3366ff;\"><a style=\"color: #3366ff; text-decoration: underline;\" href=\"https:\/\/www.youtube.com\/watch?v=ZUG9qYTJMsI\" target=\"_blank\">Dollar Shave Club reklamu<\/a><\/span><\/span>.<\/p>\n<h2 style=\"text-align: justify;\"><strong>3. Marketing plan<\/strong><\/h2>\n<p style=\"text-align: justify;\">Iako je mnogo videa postalo viralno sre\u0107om ili igrom slu\u010daja, to ne zna\u010di da ne treba da postoji <span style=\"text-decoration: underline;\"><span style=\"color: #3366ff;\"><a style=\"color: #3366ff; text-decoration: underline;\" href=\"http:\/\/pinconsulting.co.rs\/uvod-content-strategija\" target=\"_blank\">marketin\u0161ka strategija<\/a><\/span><\/span> pri produkciji viralnog video klipa. Prvo i osnovno pravilo za pravljenje plana je &#8211; mora da postoji neko ko \u0107e klip da podeli. Zato se i vi\u0161e meseci pre postavljanja klipa gradi digitalni auditorijum. Coca cola\u00a0ima pribli\u017eno 55 miliona fanova na Facebook-u, Starbucks oko 36 miliona. Sa tolikom publikom video ima velike \u0161anse da postane popularan. Klip, ma koliko bio inovativan, kreativan ili duhovit, te\u0161ko da mo\u017ee da se probije u digitalnoj sferi ako nema ljudi koji \u0107e da ga podele. Kao i sa glasinom &#8211; ne\u0107ete posti\u0107i isti efekat ako je ispri\u010date jednom prijatelju ili ako ka\u017eete pedeset ljudi.<\/p>\n<h2 style=\"text-align: justify;\"><strong>4. Drugi kanali moraju da budu &#8222;u stanju pripravnosti&#8220;<\/strong><\/h2>\n<p style=\"text-align: justify;\">Ispunili ste prethodna tri pravila. Va\u0161 video preko no\u0107i postaje popularan, ljudi kre\u0107u da se interesuju za va\u0161 proizvod, desetine ljudi klik\u0107e &#8222;subscribe&#8220; na va\u0161em sajtu. Ali, ukoliko va\u0161 sajt nije a\u017euriran, dru\u0161tvene mre\u017ee su neuredne i slike neoptimizovane &#8211; popularnost koju dostignete preko no\u0107i brzo \u0107e nestati. Zato morate da budete pripremljeni za interesovanje <span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\"><a href=\"http:\/\/pinconsulting.co.rs\/zasto-je-digitalni-marketing-vazan\" target=\"_blank\">digitalne publike<\/a><\/span><\/span> ukoliko va\u0161 video postane popularan. Ukoliko nemate <span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\"><a href=\"http:\/\/pinconsulting.co.rs\/twitter-i-digitalni-marketing\" target=\"_blank\">Twitter<\/a><\/span><\/span> ili <span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\"><a href=\"http:\/\/pinconsulting.co.rs\/instagram-sponzorisanje-nova-zlatna-groznica-digitalnog-marketinga\" target=\"_blank\">Instagram<\/a><\/span><\/span>, ve\u0107 \u0107ete izgubiti dobar deo publike koja bi \u017eelela da nastavi da vas prati. Ukoliko neredovno postavljate stvari na druge dru\u0161tvene mre\u017ee, brzo \u0107ete biti zaboravljeni. Internet auditorijum ume da bude zahtevan, a ukoliko ga odu\u0161evite va\u0161im videom &#8211; va\u0161a digitalna strategija mora da ispuni va\u017eno pravilo &#8211; <span style=\"text-decoration: underline;\"><span style=\"color: #3366ff; text-decoration: underline;\"><a href=\"http:\/\/pinconsulting.co.rs\/sta-znaci-biti-dobar-komjuniti-menadzer\" target=\"_blank\">morate ispuniti o\u010dekivanja<\/a><\/span><\/span>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gotovo sve dru\u0161tvene mre\u017ee i platforme nastoje da inkorporiraju video klipove u svoj sadr\u017eaj. Mi\u0161ljenja oko ovakvog na\u010dina komunikacije su podeljena, ali stru\u010dnjaci se sla\u017eu u jednoj stvari \u2013 ve\u0107ina klipova ne izaziva dovoljno jaku emociju koja bi navela ljude da ih podele na svojim profilima.<\/p>\n","protected":false},"author":4,"featured_media":640,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[10],"tags":[4,3,7],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Viralni marketing: prednosti i kako ga iskoristiti<\/title>\n<meta name=\"description\" content=\"Gotovo sve dru\u0161tvene mre\u017ee i platforme nastoje da inkorporiraju video klipove u svoj sadr\u017eaj. 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