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ФЕЂА КУЛЕНОВИЋ
FEĐA KULENOVIĆ
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DRUŠTVENI MEDIJI ZA NGO STRATEGIJE I ALATI
FEĐA KULENOVIĆ
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Carl von Clausewitz
RAT “čin volje usmjeren prema živom biću koje reaguje.”
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– Clausewitz
“war is merely the continuation of policy by other means: The goal of the war is not to
fight, but to accomplish a political objective”
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Helio Fred Garcia “The Power of Communication”
KOMUNICIRANJE je “čin volje usmjeren
prema živom biću koje reaguje.”
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ČIN VOLJE…Efektivna komunikacija je namjerna.
Ima cilj. Strategiju.
NIJE
Impulsivna
Samo verbalna
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…USMJEREN PREMA ŽIVOM BIĆU…
Učesnici u procesu ne upijaju poruku pasivno.
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…KOJE REAGUJEVećinom se zaboravi.
Komunicirate da:
PROMIJENITE MIŠLJENJE
IZAZOVETE REAKCIJU
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I’d like my life back
1
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2Fundamentals of Economy…
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…are very strong
2
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PRIPREMA I PLANIRANJEHP Kriza vođstva 2010
Mark Hurd daje otkaz
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NE FOKUSIRAJTE SE NA ALATE
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FOKUSIRAJTE SE DA BUDETE
DRUŠTVENI
MANJE KAKO DA KORISTITE DRUŠTVENE MREŽE
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DRUŠTVENO KOMUNICIRANJE
KOMUNICIRATI DRUŠTVENO SA GRAĐANIMA
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KREIRANJE STRATEGIJE
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KOMUNIKACIJSKI KANALI
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MASLOW ZA MREŽU
PRISUSTVO NA DRUŠTVENIM MEDIJIMA
UGLED NA MREŽI
AMBASADORI
ANGAŽIRANOST
UTICAJ NA DRUŠTVENIM MEDIJIMA
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PROCES USVAJANJA DRUŠTVENIH MEDIJA
EKSPERIMENT KONSTRUKTIVNI HAOS INSTITUCIONALIZACIJA
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PODIZANJE SVIJESTI
ili INFORMISANJE
PRODAJA ili
LOBIRANJE
LOJALNOST ili
PODRŠKA U RADU
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I DALJE VAŽNI
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IMAJTE NA UMU
DA JE STRATEGIJA DRUŠTVENIH MEDIJA JEDAN OD ALATA U VEĆOJ KOMUNIKACIJSKOJ STRATEGIJI.
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STRATEGIJA
DEFINISATI UPOTREBU DRUŠTVENIH MREŽA (KO, GDJE, KADA, KAKO) DEFINISATI CILJEVE GDJE SE RAZGOVORI DEŠAVAJU? PRAVILA INTERAKCIJE.
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8STRATEGIJA DRUŠTVENIH MREŽA
8 KORAKA 1. IZGRADITE ARKU !PRIKUPITE PODATKE O SVOJOJ PUBLICI !TRENUTNU DRUŠTVENU METRIKU !WEB METRIKU
2 . SLUŠAJTE I USPOREDITE !ŠTA SE GOVORI O VAMA !ŠTA SE GOVORI O TEMAMA OD INTERESA !KO GOVORI? !GDJE GOVORE?
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8STRATEGIJA DRUŠTVENIH MREŽA
3. KOJA JE SVRHA ! PODIZANJE SVJESNOSTI ! PRODAJA ! LOJALNOST
AKO POKUŠATE POSTIĆI SVE NA DRUŠTVENIM MEDIJIMA
NEĆETE POSTIĆI NIŠTA
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84. MJERENJE USPJEHA
MJERITE PONAŠANJE NE PODATKE BROJ FANOVA JE LOŠA METRIKA ANGAŽIRANOST I INTERAKCIJA KORISNIKA JE DOBRA METRIKA NE TREBA MJERITI SVE
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5. ANALIZA PUBLIKE MAPIRANJE UČESNIKA/CA
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ONLINE TIPOVI
UKLJUČENI U RAZGOVOR 33% KRITIČARI/KE 37% SKUPLJAČI/CE 20% PRIDRUŽIVAČI/CE 59% POSMATRAČI/CE 70% NEAKTIVNI 17%
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DATI ODGOVARAJUĆE ZADATKE PUBLICI
KREATORI 18-24 41% 45-54 14%
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6. JEDNA STVAR KOJA JE VAŠA
APPLE – INNOVATION DISNEY – MAGIC VOLVO – SIGURNOST
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7. HUMANIZACIJASKUPITE PRIČE O
VAŠOJ DESTINACIJI I
POSJETIOCIMA
PRIČANJE PRIČA
HUMANIZACIJA VAS POVEZUJE
POVEĆAVA POSJETU
POSJETIOCI KREIRAJU VIŠE
PRIČA
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MREŽA KORISNIKA/CA
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8. KOMUNIKACIJSKI KANALI
KOJI KANAL? VIZUALNI IZVRŠNI PLAN PORUKE I KAKO KOMUNICIRATI?
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VJEŽBA ZAŠTO TREBAM DRUŠTVENE MEDIJE? KO JE MOJA PUBLIKA? ŠTA IM ŽELIM REĆI? KAKO? KOJI SADRŽAJ ĆU KREIRATI? KOLIKO ČESTO? KOJE KANALE? ALATI ZA MJERENJE USPJEHA? KO JE ODGOVORAN ZA ŠTA?
ODGOVORITE NA PITANJA
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KOMUNIKACIJSKI KANALI
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MOGUĆI KANALI?ON-LINE DRUŠTVENE MREŽE I MIKROBLOGING PLATFORME FACEBOOK
TWITTER - # (HASHTAG) ODRŽAVA KONVERZACIJU
INSTAGRAM - # (HASHTAG) ODRŽAVA KONVERZACIJU
SNAPCHAT
DIJELJENJE SADRŽAJA (PREZENTACIJE, FOTOGRAFIJE, AUDIO, VIDEO)
SLIDESHARE - Dijelite prezentacije, infografike, dokumente
DELICIOUS – Zajedno skupljajte i organizujte linkove na zanimljive sadržaje on-line
FLICKR – Dijelite fotografije
YOUTUBE – Dijelite video
SOUNDCLOUD – Dijelite audio
MEDIUM – Dijelite priče
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GDJE SE PUBLIKA NALAZI?
GDJE JE MOŽETE PRIVUĆI?
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NAJBOLJE VRIJEME ZA OBJAVLJIVANJE SADRŽAJA
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9 do 11
R NAJBOLJE VRIJEME Q NAJGORE VRIJEME
20 do 8
13 do 15 20 do 9
!SAOBRAĆAJ RASTE POSLIJE 9
(SAOBRAĆAJ OPADA POSLIJE 16
!SAOBRAĆAJ RASTE POSLIJE 11
(SAOBRAĆAJ OPADA POSLIJE 15
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POČETNA REAKCIJA PUBLIKE
NASTAVITI BEZ STRAHA
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KAKO SE NOSITI SA VULGARNIM KOMENTARIMA?
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PROCES KOMUNICIRANJA U 6 KORAKA
1PORUKA PRIMLJENA
PAŽLJIVO PROČITATI, UTVRDITI KLJUČNI
PROBLEM. KAKO VI MOŽETE
POMOĆI?
2NAPRAVITE PRINT SCREEN PORUKE
ZA UČENJE, ARHIVU, SVAKI SLUČAJ
3NE BRIŠITE PORUKU!
ZA VULGARIZME PROSUDITE SAMI.
IZBRISATI ILI SAKRITI
4NE ODGAĐAJTE SA ODGOVOROM
ODGOVORITI UNUTAR 1 SATA
5HLADNE GLAVE
NAPIŠITE ODGOVOR PROČITAJTE PONOVO I POŠALJITE
6ODGOVORITE AKO JE MOGUĆE
IZVINJENJE I RJEŠENJE.
STVARAJTE SAVEZNIKE/CE