Vratislav Holub Cholengeza munkhani: Malo ochezera a pa Intaneti ndi imodzi mwa njira zothandiza kwambiri kuti ma brand azitha kulumikizana bwino ndi makasitomala awo. Osakhutitsidwa? Ingoyang'anani kampeni ya Starbucks Holiday Red Cup Campaign, zomwe zidayambitsa chipwirikiti pa Twitter. Chilengezo chosavuta choti makasitomala atha kupeza chikho chaulere chogwiritsidwanso ntchito pogula chakumwa cha Khrisimasi chinapangitsa kampani kukhala pamwamba pa Twitter tsiku lonse.
Twitter yakhala chida chothandizira kuti ma brand afikire makasitomala awo. Koma njira ina yolankhulirana ikukula, yomwe ndi njira yolumikizirana. Chifukwa chake otsatsa ali ndi njira ina yofikira makasitomala awo apano ndi amtsogolo ndi nkhani zokhudzana ndi malonda, makampeni ndi zochitika zina.
Nazi zifukwa zazikulu zomwe mapulogalamu olankhulirana sayenera kuphonya pazosakanizika zilizonse zamakina ndi ogulitsa omwe akufuna kukulitsa zotsatsa zawo:
Kulumikizana kwanu
Ogulitsa ndi ogulitsa ayenera kuyang'ana kwambiri pakupanga mphindi zomveka pazolumikizana zawo, ndipo palibe chomwe chimasangalatsa makasitomala kuposa kumva ngati mukulankhula nawo okha. Ngakhale nsanja ngati Twitter imakupatsani mwayi wolumikizana ndi anthu ambiri, mapulogalamu olankhulana amachita mosiyana. Amathandizira kulumikizana kwatanthauzo ndi anthu pawokha. Ndipo n’cifukwa ciani n’kofunika kwambili? Ngati mtundu upambana polankhulana mwachindunji ndi anthu payekhapayekha, mgwirizano wamphamvu umapangidwa pakati pawo ndi munthuyo, kukulitsa kukhulupirika kwa mtundu wofunikira kwambiri.
Ganizirani momwe kasitomala amamvera
Aliyense amalakwitsa ndipo kuphatikiza ma brand. Kaya cholakwacho ndi chachikulu kapena chaching’ono, m’pofunika kuganizira kwambiri kuthetsa vutolo. Kuti muchepetse kusakhutira kwa makasitomala, ndikofunikira kuwapatsa mwayi wowonetsa kukhumudwa kwawo, kukhumudwa kapena nkhawa komanso kuwalola kuti amve kuti akumvetsetsana ndi gulu lina. Mapulogalamu olankhulirana amapereka mwayi kwa kulankhulana koteroko chifukwa kumapereka malo omwe makasitomala amatha kulankhulana ndi ena mwachinsinsi.
Khalani opambana pa mpikisano
Kuphatikizira ntchito zoyankhulirana pazophatikizira zoyankhulirana kumapatsa mtundu mwayi wodzipatula ku mpikisano. Nthawi zambiri timayang'ana kwambiri pakufikira kuchuluka kwamakasitomala omwe amadzimva ngati nambala chabe. Koma tili ndi mwayi wodzisiyanitsa tokha ndikudziwitsa makasitomala kuti ndi ofunika kwa chizindikirocho, kuti ali ndi chidwi ndi malingaliro awo ndi malingaliro awo. Zonsezi, mothandizidwa ndi malonda omwe akutsata, zingayambitse kusintha kwa zotsatira zonse za kampani.
Mu 2020, tikutsimikiza kuwona kuchuluka kwamakasitomala omwe akufuna kuyanjana ndi mitundu yomwe imasamalira zosowa zawo. Chifukwa chake, ma brand akuyenera kugwiritsa ntchito kuthekera komwe mapulogalamu olankhulirana amawapatsa ndikuyang'ana kwambiri momwe angathandizire kulumikizana ndi makasitomala, kuwasamalira bwino ndikusiyana nawo mpikisano.
Debbi Dougherty ndi Wachiwiri kwa Purezidenti wa Communications ndi B2B ku Rakuten Viber. Njira yolumikizirana iyi ndi imodzi mwamapulogalamu akulu kwambiri padziko lonse lapansi ndipo pano ili ndi ogwiritsa ntchito oposa 1 biliyoni.
