S\u0103 faci con\u021binutul viral este visul oric\u0103rui marketer. Acest lucru se \u00eent\u00e2mpl\u0103 atunci c\u00e2nd utilizatorii \u00een\u0219i\u0219i, \u00een mod voluntar, distribuie informa\u021bia dumneavoastr\u0103. \u00cen spatele acestei \u201emagii\u201d st\u0103 psihologia marketingului de la om la om (word-of-mouth), pe care neuroeconomistul Jonah Berger a redus-o la \u0219ase principii cheie (STEPPS).<\/p>\n
1. Moneda Social\u0103 (Social Currency)<\/strong> Oamenii distribuie con\u021binut pentru a p\u0103rea \u00een ochii celorlal\u021bi mai inteligen\u021bi, mai cool sau \u201ela curent\u201d. F\u0103c\u00e2nd un repost, ei \u00ee\u0219i cump\u0103r\u0103 o imagine.<\/p>\n Cum func\u021bioneaz\u0103:<\/strong> Oferi\u021bi audien\u021bei informa\u021bii din interior, exclusive sau neobi\u0219nuite. 2. Declan\u0219atori (Triggers)<\/strong> Un declan\u0219ator este o \u201eancor\u0103\u201d zilnic\u0103 ce aminte\u0219te subcon\u0219tient de produsul dumneavoastr\u0103. Este mult mai important dec\u00e2t un slogan frumos, dar u\u0219or de uitat.<\/p>\n Cum func\u021bioneaz\u0103:<\/strong> Asocia\u021bi produsul dumneavoastr\u0103 cu un obiect sau eveniment care este constant prezent \u00een via\u021ba utilizatorului (vremea, cafeaua, transportul). 3. Emo\u021bii (Emotion)<\/strong> Con\u021binutul devine viral atunci c\u00e2nd provoac\u0103 emo\u021bii de mare activitate. Aceste emo\u021bii cresc activitatea fiziologic\u0103, motiv\u00e2nd la ac\u021biune (distribuire).<\/p>\n Emo\u021bii virale:<\/strong> Extaz, venera\u021bie, furie, anxietate, fric\u0103 (cele care ne fac s\u0103 \u201efugim\u201d). 4. Societatea (Public)<\/strong> Oamenii sunt \u00eenclina\u021bi s\u0103 fac\u0103 ceea ce v\u0103d. Face\u021bi produsul sau utilizarea acestuia maxim de vizibil \u0219i u\u0219or de observat.<\/p>\n Exemplu:<\/strong> Semn\u0103tura \u201eTrimis de pe iPhone\u201d sau \u201eFilmat cu camera Huawei\u201d \u2013 este o reamintire constant\u0103, neintruziv\u0103, care serve\u0219te ca o confirmare social\u0103. 5. Valoarea Practic\u0103 (Practical Value)<\/strong> Oamenilor le place s\u0103 \u00eemp\u0103rt\u0103\u0219easc\u0103 cuno\u0219tin\u021be utile. Cu c\u00e2t este mai mare beneficiul, cu at\u00e2t sunt mai dispu\u0219i s\u0103 distribuie. Acest lucru se aplic\u0103 \u00een special ofertelor avantajoase.<\/p>\n Factor cheie:<\/strong> Reducerea trebuie s\u0103 fie palpabil\u0103. O reducere de 70% va provoca un efect viral, 10% \u2013 nu. 6. Istorii (Stories)<\/strong> Istoriile sunt cel mai bun amortizor pentru publicitate. Ele permit introducerea informa\u021biei \u00een creierul utilizatorului, ocolind filtrul critic.<\/p>\n Regula important\u0103:<\/strong> Brandul sau produsul dumneavoastr\u0103 trebuie s\u0103 fie inseparabil de subiect. Dac\u0103 povestea este grozav\u0103, dar produsul poate fi \u00eenlocuit cu orice altul, atunci povestea va deveni viral\u0103, dar nu \u0219i brandul dumneavoastr\u0103.<\/p>\n \u00abCon\u021binutul viral bazat pe modelul STEPPS al lui Jonah Berger consolideaz\u0103 strategiile SERM \u0219i SEO \u00een marketingul digital din Moldova: utiliza\u021bi moneda social\u0103 pentru USP, declan\u0219atori precum ritualurile zilnice, emo\u021bii puternice, vizibilitate public\u0103, valoare practic\u0103 \u0219i pove\u0219ti de brand integrate, pentru a distribui post\u0103rile \u00een mod organic \u0219i a atrage trafic pe site\u00bb, a men\u021bionat Vadim Dubchak<\/strong><\/a>, directorul companiei VADSTUDIO<\/strong>.<\/p><\/blockquote>\n \u00cempacheta\u021bi oferta dumneavoastr\u0103 \u00eentr-o Istorie care aduce Valoare Practic\u0103, \u00eenc\u0103rca\u021bi-o cu Moned\u0103 Social\u0103, lega\u021bi-o de un Declan\u0219ator \u0219i provoca\u021bi Emo\u021bii.<\/p>\n","protected":false},"excerpt":{"rendered":" S\u0103 faci con\u021binutul viral este visul oric\u0103rui marketer. Acest lucru se \u00eent\u00e2mpl\u0103 atunci c\u00e2nd utilizatorii \u00een\u0219i\u0219i, \u00een mod voluntar, distribuie informa\u021bia dumneavoastr\u0103. \u00cen spatele acestei \u201emagii\u201d st\u0103 psihologia marketingului de la om la om (word-of-mouth), pe care neuroeconomistul Jonah Berger a redus-o la \u0219ase principii cheie (STEPPS). 6 Componente ale Virabilit\u0103\u021bii 1. Moneda Social\u0103 (Social […]<\/p>\n","protected":false},"author":2,"featured_media":2447,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[1195,1198,1197,82,1199,288,288,288,1200,1196],"class_list":{"0":"post-2449","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"tag-continutviral","8":"tag-declansatori","9":"tag-monedasociala","10":"tag-promovare","11":"tag-psihologiamarketingului","12":"tag-storytelling","15":"tag-strategiedecontinut","16":"tag-vobadinguraingura"},"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/posts\/2449","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/comments?post=2449"}],"version-history":[{"count":3,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/posts\/2449\/revisions"}],"predecessor-version":[{"id":2970,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/posts\/2449\/revisions\/2970"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/media\/2447"}],"wp:attachment":[{"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/media?parent=2449"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/categories?post=2449"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vadstudio.md\/ro\/wp-json\/wp\/v2\/tags?post=2449"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\nSublinia\u021bi Propunerea Unic\u0103 de V\u00e2nzare (PUV) a produsului astfel \u00eenc\u00e2t s\u0103 provoace discu\u021bii.
\nExemplu:<\/strong> Compania Blendtec a lansat seria de videoclipuri \u201eM\u0103cin\u0103m sau nu\u201d, \u00een care m\u0103cina smartphone-uri \u0219i mingi. Oamenii distribuiau acest lucru deoarece demonstrarea unei astfel de puteri a blenderului era cool \u0219i \u00eei confirma calitatea. Rezultat: +700% la v\u00e2nz\u0103ri.
\nExemplu 2:<\/strong> Crea\u021bi o exclusivitate artificial\u0103, ca \u00een barul secret Please Don\u2019t Tell, unde se poate intra doar printr-o cabin\u0103 telefonic\u0103. Este greu s\u0103 te ab\u021bii s\u0103 nu \u00eemp\u0103rt\u0103\u0219e\u0219ti \u201esecretul\u201d t\u0103u.<\/p>\n
\nExemplu:<\/strong> Compania KitKat (care nu \u00eenregistra o cerere spectaculoas\u0103) s-a legat de pauza de cafea cu sloganul: \u201eBei cafea? M\u0103n\u00e2nc\u0103 KitKat\u201d. Cafeaua a devenit un declan\u0219ator zilnic, iar v\u00e2nz\u0103rile au crescut brusc.
\nExemplu 2:<\/strong> Cuv\u00e2ntul \u201eMars\u201d, care a devenit un declan\u0219ator frecvent datorit\u0103 explor\u0103rilor spa\u021biale NASA, a ridicat v\u00e2nz\u0103rile batoanelor Mars f\u0103r\u0103 investi\u021bii suplimentare \u00een publicitate.<\/p>\n
\nEmo\u021bie de mic\u0103 activitate:<\/strong> Triste\u021bea, dimpotriv\u0103, relaxeaz\u0103 \u0219i scade \u0219ansa de distribuire a con\u021binutului.<\/p>\n
\nExemplu 2:<\/strong> Campania Movember, c\u00e2nd b\u0103rba\u021bii \u00ee\u0219i las\u0103 musta\u021ba pentru str\u00e2ngere de fonduri, a f\u0103cut ideea public\u0103 \u0219i vizual\u0103, ceea ce a dus la r\u0103sp\u00e2ndirea \u00een mas\u0103 a mi\u0219c\u0103rii.<\/p>\n
\nAvantajul relativ:<\/strong> Oamenii evalueaz\u0103 avantajul \u00een raport cu un punct de referin\u021b\u0103. O ofert\u0103 cu o reducere de 50% poate fi mai dorit\u0103 dec\u00e2t o ofert\u0103 cu o reducere mai mic\u0103, chiar dac\u0103 pre\u021bul final este mai mare.<\/p>\nRe\u021beta Scurt\u0103 a Virabilit\u0103\u021bii:<\/h2>\n