Osim savjeta o tome A?to i kako napraviti te kako se ponaA?ati da biste uspjeA?no zakoraA?ili u web 2.0 svijet, za bolje razumijevanje dat Ai??emo primjer iz prakse koji pokazuje kakve posljedice pretrpi tvrtka ako ne slijedi ta pravila, ne poA?tuje korisnike i pokuA?ava im podvaliti prozirne trikove iz offline svijeta. Odabrali smo primjer globalne svjetske korporacije koja mnogo polaA?e na imidA? i A?ije ime je kroz desetljeAi??a upornosti i borbe za svakog korisnika postalo sinonimom kvalitete i inovacije ai??i?? Sony.
U namjeri da na Internetu potakne viralnu marketinA?ku kampanju za svoju prijenosnu igraAi??u konzolu PSP, japanski gigant potroA?aA?ke elektronike unajmio je marketinA?ku agenciju Zipatoni sa zadatkom poticanja interesa online zajednice za konzolu pred nadolazeAi??e BoA?iAi??ne blagdane. Uskoro se pojavio fan site o PSP-u u kojem dvoje klinaca hvali tu prijenosnu konzolu. Klinci su A?ak objavili i video isjeA?ak u kojem repaju da bi odobrovoljili roditelje i nagovorili ih da im za BoA?iAi?? kupe A?eljenu konzolu. SimpatiA?no…
Site je ubrzo postao vrlo dobro posjeAi??en, no tada su igraA?i prokuA?ili da je site osmislila, producirala i objavila skupina profesionalaca iz Sonyjeve marketinA?ke agencije Zipatonea. Skandal je puknuo nakon A?to je jedan korisnik otkrio da je Zipatone upisan kao vlasnik domene na kojoj je sporni site postavljen. A?im se to otkrilo, negativan publicitet je poput tsunamija pomeo besplatnu promociju koju je navodni fan site u poA?etku osigurao PSP-u. Dakle, u online svijetu je dovoljno da samo jedan jedini korisnik otkrije vaA?u prijevaru i veAi?? sutra za side effects of clomid, purchase lioresal. to Ai??e doznati cjelokupna Internetska zajednica.
Sonyju su ubrzo na vidjelo isplivali i ostale neugodni detalji koji su postali predmetom sprdnje i ismijavanja. Na primjer, od dvoje navodnih klinaca pomnim gledanjem finpecia without perscription. videa usatnovilo se da jedan izgleda upadljivo prestaro. Soba u kojoj su “klinci” snimili rap video vrvi od profesionalnih scenskih rekvizita kakvi se koriste u snimanju TV reklama. Kada je prevara otkrivena, Sony je pretrpio veliku sramotu i morao se ispriA?ati korisnicima.
MeAi??utim, Sony nije nauA?io lekciju pa je tako postavio “polusluA?beni” site ThreeSpeech za kojeg se ubzo ispostavilo da nije polusluA?beni jer ga financijski potpomaA?e Sony Computer Entertainment UK.
Danas Sony viA?e niti ne pomiA?lja na takve prljave trikove. Premda japanski gigant joA? liA?e rane od tih PR skandala i popratnog negativnog publiciteta, uzeo je stvar u svoje ruke, promijenio PR tim i odluA?io igrati po pravilima koje nameAi??u korisnici. Tako je tvrtka pokrenula sluA?beni PS3 blog u kojem igraA?i mogu proA?itati sluA?bene i provjerene informacije iz ovlaA?tenog izvora te postavljati pitanja Sonyju o bilo A?emu A?to je vezano za videoigre. Tvrtka je internim dopisom potaknula zaposlenike, od hardverskih inA?enjera do testera igara, da na sluA?benom blogu A?to viA?e komuniciraju s igraA?ima.
Dakle, sve perfidne PR strategije kojima se korisnici varaju Sony su skupo koA?tale naruA?enog ugleda i negativnog publiciteta. MeAi??utim, A?im je tvrtka promijenila ploA?u i odluA?ila postati iskrena, otvorena i korektna prema svojim korisnicima, to im over the counter erectile pills. se vratilo dobrim jer su reakcije na PS3 blog vrlo pozitivne, a igraA?i ga posjeAi??uju jer osjeAi??aju da se sluA?benici Sonyja na blogu odnose korektno, ne pokuA?avaju prodavati maglu te iskreno odgovaraju i na najneugodnija pitanja.
Osim Sonyja, i Microsoft se na sliA?an naA?in opekao koji je odluA?io putem “nesluA?benih” blogova A?iriti pozitivne informacije o Xbox 360 konzoli, no brzo se ispostavilo se da su najpoznatije Xbox blogove Major Nelson, Ozymandias i Gamerscoreblog pisali Microsoftovi zaposlenici.
Ovi primjeri zorno pokazuju sve zakonitosti web 2.0 svijeta, pravila na kojima funkcioniraju povezane zajednice korisnika i naA?ina na kojima se odvija komunikacija. buy doxycycline, buy zithromax. Kao A?to vidite, isprobane tehnike prikrivene promocije ili puzajuAi??e propagande ovdje ne funkcioniraju jer sva moAi?? je koncentrirana u rukama korisnika. Ako se tome moA?ete prilagoditi, pritom mijenjajuAi??i i sebe, na dobrom ste putu da postanete uspjeA?an struA?njak za web 2.0 marketing.
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