OMATBIM KOHCNEKT NEKUMM Mogynib 1 Jlekuna 1. «UTO HyKHO 3HaTb UM YMeTb, YTO6bI cTaTb npodu B Social Media?» Tipwser, — Cepreii Koxapes, cosnageneuv aupeKTop no crparernn witepHer-arenTcrea «Anpent». Slovent pag To Bb! Cornacuauce norpyauTeca 8 nyuniy SMM Baecre ¢ Han Ky~PcOM. Haetocb, 6yger nonesHo, cnoxHo w uHorAa Beceno, Orkyqa Baanuct SMM-MeHemepet wan SMM-uyMKH? Uicropiio craoanenna npapeccim social media wapkeronora mi paagenuinn Ha 4 Gonbuuix Tana: 1995—2007 rr. Aoucropuueckiii stan. Bpewa 2apoxaeHien couceTed. epeoii v 6onee-menee aKTHBHOM counaneHoi ceTeio 6tin amepuKancKi cai httpsd//ww.classmates.com, KOTOpEI KNB AO eux nop. Facebook nonce ® 2004 roay, Twitter — 8 2006. B Hynesbix rogax w KOMNaHiM, AH Tonsko NpHKnagBEANK NepEble YCHNMA, NbiTaAce NPOABMTATECR B COMWANbHENK CETRX 2007-2016 rr. Toeinrce ace kpyniibie MoNeTpb H KpYRHBe KOMNaKNA, KoTOpsIE Cea PYRT Ha digital pune w 6 counansnix cevax, Sror nepiog Mei Hassani «roxa KOTUKOB M BpeNA snxoro rpadiika». lovemy KoriKit?B Tor nepvog Bce nbiTantie coBpare Kak MOxHO Gonbiwe BHUMaKUR ayaUTOpI M BEIRCHANOCS, TO C3THM nyse Acero CrPABNAOTER KOTHI MoveMy 3noxa foro TpapuKa? NoroMy so B30 BpeMA KOMMAKINA M uRTepHeTareKTCTB=, 6peHAst Morn npHGerate k pasHbin ynoBKaM AR Toro, 4TO6S! COBparb Kak MOXHO Bone TpahHKa yAMTopMn couvansHeIx cere, CouCeTH, 8 cBO%0 OUEDE AS, co BpeMeHeM MEN 3axpbisann naaeviKn ony 3 Apyron. 2015—2017 rr. ‘Snoxa sapoxqeniia KPI, Mouemy He panbule? Mlotomy WTO npuMepHo B.3TO BpeMA xpoHonormueckas nena couceTeli CTpeMuTensHo MeHsleT CeGA Ha neHTy anropurMuneckyt. To ects KoHTeHT, KoTOpEI BHAT NonbsoBaTeNM, PopMiupyeTcA He NO BpeMeHM NyGNAKAyA, ‘a MCKOAA M3 TOTO, KakMIe NpegTOUTeHMA eCTe Y TOM ayATOPHIN. 370 CAMLHO HBMeHHINO ‘tnt or ranéps ao rea(KATHI KOHCNEKT NEKUME luenow norpeGneHite KOHTeHTa B COUWaMbHbIX CeTAX: OHO NepeMeCTHNOCE C KAKMX-TO OTAEMbHbIK ‘cTpaHny Ha O6uyNi hur, rAe NORBNAIOTCA pasHble SpelAd1, ApySbA NONesOBATENA, sHaMeHHTOCTH, peknamabie cooGujeHia 1 1,4. MB 310 xe BpeMiA KOMaHWN CrafiM TpaTiirs ropasyo Gonbive fener Ha SMM v nontTannce year Hx akTIBHOCTE: B COUCETAX C TeMM peaynTaTaMl, KOTOpBIe COuCETH. ‘oxaabiBaior Ha wx 6maHeC. Hauunan c 2018 ropa... Cefiuac mei HaGnioaaem cneayrouyi aran 8 paseviTin SMM — SMM-yeHTpHuHocTs GusHeca, 6peHA08, Meana, MlonenseTcn oveH» MHOrO HOBLIX KOMMaHIIh, KOTOpbIe Yxe He MBICNAT CeBA Ges couceTel. 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Crapna passurns, Ha KoTOpoll KoMMaHiA HaunHaeT oGpalats BHAMAHKe Ha couwanbibie Meqna. 3. SMM-spenocTe — couiceTH cTaHoBATCA NONHONpABHBIM M OAHHM M3 KMIOYeRBIX kananos KOMMyHMKali, 4. Craqna Jimpepcrsa — SMM craHosurca sapom 6usHeca KoMnaHMM. Ha nepsoi craqin pykosoacteo KoMnaHi yBexseHo, UTO B COUCETH FmyGOKO NorpykaTbcA He HAO, ecTe roToBHocTs MHBeCTHpOBATE HeGonbUIMe AeHbrM 8 HeGoNbuIMe KAMNaHMM. 3HaHMA O paboTe 8 couceTaK, Kak npasiino, orpakneHHbie, 3T0 Kakie-To nepaMuibie npeACTaBneHiA O dyHKYMOHANE CouceTeli, 0 ToM, KaK Tam pa6orarb i Tax fanee. PeKnaMHble KAMNaHMH NPOMCXOAAT SnMBORNUECKA A Gonsuioro apipexra Ha 6usHec He oKaSbIBaI0T. Ha sropoii cram, Kora KoMTaHiNA HaHAHaeT pasBHBATECA B CoLICeTAR, OHa HaAHaeT NpOKAMMBATE oTpenbibIe Kanan, TecTupoBare 70-70, npoBOBATE HEKOTOPLIe HNCTPYMeHTo! Ht TaK AANee. Couanbibie cern CTaHOBATCA HOBLIM KaHa/TOM, C KOTOPLIM HykHO pas0Bparsca M Bbipaborare Kakyio-To Mogens NoBeneHiA, KoMNaHia HaUINHaeT VayMaTe KMOUEBbIX KOHKYPeHTOB XOTA Bei C epvoauHocrio pas 8 Tp MecaLa. (Onin vs knueHTos Hawiero areHTcTea — KoMnaHina Polaris (npowssoauTenb 6biTOBOh TeXHAKH) HaxopMTes cetivac Ha 2TOM Cran. OH AasHo CyWNeCTBYIOT Ha pBIbKe H AO HegaBHero Bpemen AMA npogewoxeHiva wcnonesoBan KnaccHueckhe HHCTPyMeHTBs: HapyxHyto peknamy, TB, PeAMo, pekniamy & Toprostix TouKax. Ho Tenepb social media A/a Hix CTaHOBATCA ace BaxHee. OHM NocTeneHHO anyckator HoBble KaHanbl NPOABHXeHIA & COUCETAK,TecTApyIOT HoBble peKnaMHible opMares. B 2018 roay Mb abigeninn sHyTpH KoWnaHiu Polaris pa HanpaBneHnit, KoTOpEIe NpMOpMTeTHE ANA pasBHTUA ‘8 couMenMa. Moi CKOHUeHTpHPOBANMICS Ha BbITOBOI TeXHKe ANA KyKHI (kKOpeBapKM) 1 BEsTOBOH Textinke aps yxona 3a BonocaMn (eH), nnoviku, yrioxkiy, CTalinepst T..). 3TH KaTerOplnn O4eH xopowio nponBuratoTca 8 CoUMANbHEIK CeTAX. “Tperes craqusa — 3penoctu — Hacrynaer, Korga KoMMaHitA TaK ry6oKO MpOHMKNa & coMANEHbIE CeTH, To coujceTn cTaHOBATcA ana Hee onHiNM vis Kno4eBLix KaHanoB NpoABAKeHHA. OAH US K”MEHTOS Halwero areHTcrea — KocmeTaueckuli 6pera MAC. Mx ocHOBHOIH u anetiUHi KOHKypeHT — NYX-kocMeTHk. Msi NOcToRHHO Bi1qHIM, Kak OH KOKKyplipyloT Mexay COGOIt 8 coMPaNsHeIK ceTAK. OHM Ccopesnylorca no KonHUeCTBY NOARMCHMIKOS, OXBATOB, OHM HeTKO CEAAT ABYT 38 APYTOM. ‘Sito rantpa a0 rp(KATHI KOHCNEKT NEKUME Kak Tontxo OAi 3 Hitx AOCTHTaeT KaKOTO-TO HOBOTO KONMYECTBeHHOTO M 3Ha4AMOrO NOKABaTeNA, Apyroli 6peHg Tyr xe BxMIO4aeTER B KOHKyPeHTHYIO BOPL6y, yBEnMMBAeT KONHYECTBO PeKTIAMbs, “TOE! NOsBMNMCS HOBLIE NOANCHNKH, AOBABMANCE: OXBATHI YBeENUANOC BOSNEUEHHE HT. Een 6perats MAC m NYX nocreneHHO npiuini K 3TOMy aTany, To BpeHA KOCMETAKH ANA OAPOCTKOB ‘Monoqbix mogeli — BeautyBomb (roxe knneH Haluero areHTcTea) npaKTHecki cpasy, C MOMeHTa cevero nonBnenin nerom 2018 roga, cAenan crasky Ha CouManbHble ceTH, OBRaTeNbHO NoANMUMTeCe Ha voc nucrarpan (https:/Amww instagram.com/beautybomb russia/). BMECTe ¢ STHM KrVleHTOM Mb ‘Tectypyer 8 ero akkaytTe camble KpyTBle ¥ nepemostie SMM-HHCTpyMeHT, TonbKo 38 nepesie onrona, Ha4ae c Hyns, Mei HaBpan Gonbule 100 000 noannicunKos, Awareness (ysHaeaeMocTis 6penaa) cunbHo NoBEICHNaCe 370 NOBANANO B TOM “iene M Ha pesynbTaTSi NpOAAK KapAMHANbHbIM 6pas0Mm, srnoTs AO Toro, To Mb YBeni4inl ROMO Tpaxprka MONOAIX MORel B TOPrOBEIX CeTAX Ha 5%, CCrami Ngepctea. B kavecree npmimepa MOxHO NpHEeCTH «/lopo-nHYLy>. ORM VaHaMansHo paseneannce Kak KoMTaHNe c Gonbuin CouMaR-MeAMHsM GaKTpayHOM. Bce, HTO OHI Aenann ‘enator, Haxoquar Gonsiwoe OTpaxeHue B COUWaNbHBIK CeraX. HanpmMep, y HM ecrs MHTepecHaR uucropus c ynpasneninent penyraunel. OAnt vs Grorepos 2anvican VcTopHo, To pa6oTate 8 “flono-niuyye> TaKeno. Brageney KoMMaHAN TyT xe Npren Ha CTPHM K TOMY Gnorepy v caenan c HAM uTepecioe miTepeni, Tatoxe aflono-nnyui» — ofa us nepebix KoMnaHini, KoTOpaR nlonyuaer OF MHCTarpaM KaKie-TO HOBBIE uuu, HoBbie o6HOBNeHIA Virak, rast sbibon, KoTopEIli MOXHO ChenaTb, FAAS Ha 3Ty TaGNMUy: To, 4TO AenaeT counan-meqwa-mapkeTonor, CWbHO 32BMCUT OT Toro, Ha KaKOH CTagIMM HAxOAHTCA KOMNAHIA. Ecam Boi ye paGoraere & wiTaTe Ml 3aHnMaeTeCe COUCeTAMI Ni echt y BAC ECT CHOI’ NpOKT, TO onpegennre, Ha KaKoli Crap abl Caml HaxoAVTece MK MeMy XOTHMTe NpvliTH B PaNKax 3TO!A MOAeNM. Uro nomkeH yMerb JenaT SMM-uynk? SMM-creuanncr cnoBHo mtoropyKni Lua oSmequHReT 8 ceGe MHOXKECTO pasts yrKUM Ha cratige 2st saute HaGop HaBsiKOE, KOTOpKNaN AONXEH OBnanaTe TaxOv cheypanic. Co spemeven oui ByaeTe oxycpoBaTECA Ha veM-To OAHOM. Ecru Bbi NnaHupyeTe pacru BHyTpA KoMnaHin, To ckopee cero 30 BygeT MeHeMxMeHT KOMAHAbI. O¥eH XOPOWO, KOTAa y BAC eCT> onnnakive Toro, Kak HacTpanBaTb TapreTHr, KaK aHaNMGMPOBATE, Kak NPMAYMIBATI WEN, KaK ‘car TeKcT, Kak pegakTupoBare TeKCTs, KaK cnposlocaposars NPoMBBOACTBO GOTO Mit ‘sye0-KOHTeHTa, Kak OLJeHHTe KaMecreo paborei Ansalinepa ‘Sito rantpa a0 rp(KATHI KOHCNEKT NEKUME Bo acex arin Bonpocax SMM-wenesiKep Aonxen paa6uparbcn OveH XOPOUI. Crpyktypa kypea ‘I mopynt. NoctaHoska saqaun u ananns. B2ToM Moayne pasGepen, Kak AOMeH AelicTaORATE cneLWanHicT BHYTPH KOMNeHM, 4TOBk PewMTe Te 2aa4n, KoTOpbIe NepeA HAM CTORT. Paccmorpiim «To Aenate npw O6UJeHHI c pyKOBOAMTeNAMN, Kakne y HK MOryT 6biTE 3anpocbi, Kak APABUALHO NOMA 3TOT 3anpOC M KOHBEPTHMPOBATE Te SHAH, KOTOPbIe y HAC ECTb, 6 PesyNbTATEI, KoTOpbIe Bb MoXeTe cflenaTe AIR peanusayyn Mi paspewieHnA npoGneM KoMnaHnV, 2monyne. 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Take peKoMeHAyio aapercrpmpoBarcn 8 TakMx ceTsx Kak CHITA https://wwwsnapchat.com/ a TakTox (https://wwustiktok.com/). CHan4at — aro aBcomoTHo TpenacerTepcran couanbhas cere, KoTOpan 3aqaer crakaprs w onpegenser, KaKOIt GysKyWOHAN noaBvres 8 MHcrarpame, @eiic6yxe, OaHoKnaccHnkax, BKOHTaKTE M.A. TaM Mii MOKEM YEHAETS Gyayujee ocHOBHEDK CoLpansHtsx ceTed awoke eam nionanOGwTca perucrpauyin ® cepecax popsters.rum targethunter.ru. Ho PeKoMmeHAyio caenare aT0 no3xe, KorAa Bbi AOTIAeTE AO NPaKTHMeCKOH pa6OTE NO aHanMBy KOHKYPeHTOB, HTO6! yeriete BocnonssosaTacn GecrinarHiim 4eMo-nepvozom To norpesyerea ana npoxoxKmeHnA Kypca? Overs mpocro! Bam HyxKo: Mpofirn kype v caenare ace Zomauinve 22naHina Hanwcare w aauysTae annnom Aloxsareca, Korg 8 areHTcTBe NoRBMTCA BaKaHcuA craxepa 1 npotiTH HiTepBLIO. Ha CaMOM Alene Ha CraxenpoBKy Ml MOXeM BAM YCTPOIFTe He TONbKO B Hae ATeHTCTBO, HO MB ApyrHe, Koray Hac Hn auuunx napriiepos nonanalorca naxaHcuM. 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