{"id":8927,"date":"2020-04-02T11:30:06","date_gmt":"2020-04-02T11:30:06","guid":{"rendered":"https:\/\/www.minio.ro\/?p=8927"},"modified":"2022-09-20T18:29:20","modified_gmt":"2022-09-20T15:29:20","slug":"noul-context-ioana-mucenic-vom-vedea-mai-multe-animatii-sau-filmari-mai-simple-social-media-va-creste-iar-influencerii-vor-fi-de-folos","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/noul-context-ioana-mucenic-vom-vedea-mai-multe-animatii-sau-filmari-mai-simple-social-media-va-creste-iar-influencerii-vor-fi-de-folos\/","title":{"rendered":"[Noul context] Ioana Mucenic: Vom vedea mai multe anima\u021bii sau film\u0103ri mai simple. Social media va cre\u0219te, iar influencerii vor fi de folos"},"content":{"rendered":"
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[vc_row][vc_column][vc_column_text]St\u0103m acas\u0103, dar ce urmeaz\u0103? Facem scenarii uneori doar \u0219i pentru a evada cu mintea \u00een viitor. \u0218i nu evad\u0103m \u00eentr-un viitor \u00een care totul va fi la fel ca \u00eenainte, ci din contr\u0103, \u00eentr-unul \u00een care nimic nu va mai fi la fel. Adun\u0103m astfel de scenarii de la managerii din marcom, al\u0103turi de solu\u021bii \u0219i strategii de criz\u0103. Ioana Mucenic, CEO @ Minio<\/strong>,\u00a0se a\u0219teapt\u0103\u00a0\u00ee<\/em>n lunile viitoare \u0219i mai ales anul viitor, la inova\u021bii disruptive \u0219i modele noi de business, mai mult bazate pe gig economy, mai colaborative, mai pu\u021bin centralizate. O s\u0103 apar\u0103 modele organiza\u021bionale noi, prelu\u00e2nd mai mult know-how din alte domenii \u2013 tech\/AI, design thinking, consultan\u021b\u0103 de business strategic\u0103.\u00a0<\/em><\/span><\/p>\n

De c\u00e2\u021biva ani, tot spunem c\u0103 industria trebuie s\u0103 se schimbe, s\u0103 fie mai agil\u0103, mai apropiat\u0103 de consumator, cu mesaje mai autentice, mai inclusive. Cred c\u0103 acesta este big bang-ul, acel eveniment care va declan\u0219a aceast\u0103 schimbare.<\/em><\/span><\/p><\/blockquote>\n

\u00a0Care sunt, momentan, efectele noii realit\u0103\u021bi \u00een business, ce urmeaz\u0103 \u00een comunicarea brandurilor \u0219i cum se fac primele campanii \u00een izolare, poveste\u0219te Ioana Mucenic \u00een interviul de mai jos.\u00a0<\/em><\/span><\/p>\n

 <\/p>\n

Efecte & m\u0103suri\u00a0<\/strong><\/span><\/p>\n

Noi am fost acas\u0103, cu to\u021bii, de pe 13 martie. \u00cen s\u0103pt\u0103m\u00e2na urm\u0103toare, \u00eenc\u0103 ne-am organizat cu proceduri, ne-am organizat modul de lucru \u0219i am \u00eenceput v\u0103 vorbim cu clien\u021bii. Cumva nu ne-am dezmeticit prea bine, \u00eens\u0103 \u00eencep\u00e2nd cu 23 martie era clar ce se \u00eent\u00e2mpl\u0103: clien\u021bii au \u00eenceput s\u0103 opreasc\u0103 proiecte, noi am \u00eenceput s\u0103 t\u0103iem costuri noi, colegii au f\u0103cut eforturi mai mari s\u0103 se organizeze f\u0103r\u0103 prea mult\u0103 coordonare direct\u0103 \u0219i s\u0103 vin\u0103 \u0219i ei cu solu\u021bii pentru clien\u021bi.<\/span><\/p>\n

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Strategia de criz\u0103 pe termen scurt & mediu<\/strong><\/span><\/p>\n

Mutarea acas\u0103 s-a f\u0103cut \u00een doar 2 zile \u0219i acum, c\u00e2nd m\u0103 uit \u00een urm\u0103, asta a fost partea u\u0219oar\u0103. Am vorbit cu clien\u021bii s\u0103 vedem cum se repliaz\u0103 ei, cum se simt, cum s-au adaptat, ce planuri \u0219i ce presiuni au, astfel \u00eenc\u00e2t s\u0103 le venim \u00een \u00eent\u00e2mpinare.<\/span><\/p>\n

La nivel de business, ne-am uitat la costuri \u2013 ca s\u0103-l citez pe Sergiu Negu\u021b, regula nr. 1 este s\u0103 \u201cconservi cash-ul\u201d. Am t\u0103iat tot ce se putea t\u0103ia \u0219i am ajuns la scenarii cu privire la salarii \u2013 ca \u00een orice business de tip consultan\u021b\u0103, salariile reprezint\u0103 peste 75% din costuri.<\/span><\/p>\n

Noi func\u021bion\u0103m cu 5 scenarii, pe care le monitoriz\u0103m, ca s\u0103 putem r\u0103spunde rapid \u00een func\u021bie de cum evolueaz\u0103 lucrurile. Ne propunem s\u0103 men\u021binem c\u00e2t mai mul\u021bi colegi, c\u00e2t mai mult timp, dar situa\u021bia tot evolueaz\u0103 \u0219i scenariile ajut\u0103. \u00cen mijlocul atacului, e mai greu s\u0103 \u00ee\u021bi faci plan de b\u0103t\u0103lie, e mai bine s\u0103 ai un plan \u00eenainte, chiar dac\u0103 nu-l vei putea implementa 100%.<\/span><\/p>\n

\u00cen paralel, c\u0103ut\u0103m solu\u021bii de diversificare a business-ului, ne \u00eentreb\u0103m la ce suntem buni, nu doar \u00een ce industrie lucr\u0103m.<\/span><\/p>\n

 <\/p>\n

Cum au reac\u021bionat clien\u021bii\u00a0<\/strong><\/span><\/p>\n

P\u00e2n\u0103 acum, reac\u021biile clien\u021bilor sunt similare. Proiectele care sunt strategice continu\u0103, cu anumite t\u0103ieri sau cu schimbarea tone of voice-ului, \u0219i au fost am\u00e2nate pentru iunie\/iulie. Tot ce era eveniment sau activare este pus sub semnul \u00eentreb\u0103rii, chiar dac\u0103 datele preconizate au fost mutate pentru toamn\u0103.<\/span><\/p>\n

Nu ne a\u0219tept\u0103m s\u0103 \u00eencepem proiecte noi \u00een aprilie \u0219i mai, doar activit\u0103\u021bi tactice, punctuale sau \u00eencerc\u0103ri de a muta anumite ini\u021biative din offline \u00een digital. De\u0219i se vorbe\u0219te mult despre acest subiect, e clar c\u0103 suntem \u00eenc\u0103 la nivel de tentative \u0219i teste \u2013 la c\u00e2te webinarii putem s\u0103 particip\u0103m, totu\u0219i?<\/span><\/p>\n

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Comunicarea brandurilor<\/strong><\/span><\/p>\n

E important s\u0103 ar\u0103t\u0103m empatie fa\u021b\u0103 de momentul curent \u0219i s\u0103 ne ajust\u0103m comunicarea. Am observat c\u0103 majoritatea brandurilor, cel pu\u021bin cele cu pozi\u021bii de top \u00een domeniul lor, au f\u0103cut conversia mesajului foarte rapid. Cred c\u0103 evolu\u021bia mesajului este \u00een crescendo.<\/span><\/p>\n

Etapa 1: mesajele comunicate erau de tipul \u201cProtejeaz\u0103-te, protejeaz\u0103-i \u0219i pe al\u021bii, stai acas\u0103, p\u0103streaz\u0103 distan\u021ba\u201d.<\/span><\/p>\n

Etapa 2: mesajele care ajut\u0103 la adaptarea fa\u021b\u0103 de situa\u021bie \u201cuite ce po\u021bi face acas\u0103, uite con\u021binut util, webinarii, live-uri, re\u021bete, activit\u0103\u021bi de f\u0103cut cu copiii\u201d.<\/span><\/p>\n

Etapa 3: mesajele de suport al comunit\u0103\u021bii \u0219i a cauzei \u201csus\u021bine business-urile mici, cump\u0103r\u0103 carduri cadou, implic\u0103-te, ajut\u0103 un b\u0103tr\u00e2n\u201d.<\/span><\/p>\n

Etapa 4: aici \u00eenc\u0103 nu am v\u0103zut prea multe ini\u021biative, deci e doar un pronostic. Nu putem tr\u0103i \u00een team\u0103 prea mult timp, ci ajungem s\u0103 ne obi\u0219nuim cu ea, devine noul normal. Astfel c\u0103, \u00een aprilie, cred c\u0103 vom vedea mai multe mesaje de acceptare a situa\u021biei (de tip self-development, \u00eenva\u021b\u0103 lucruri\/skilluri noi, bucur\u0103-te de lucrurile mici, redescoper\u0103 lucrurile care \u00ee\u021bi plac, e\u0219ti frumoas\u0103 a\u0219a cum e\u0219ti), c\u00e2t \u0219i de conectare, de la distan\u021b\u0103, cu ceilal\u021bi (mai ales \u00een proximitatea S\u0103rb\u0103torilor Pascale). Cu siguran\u021b\u0103, mesajele de suport comunitar se vor \u00eente\u021bi.<\/span><\/p>\n

Etapa 5: probabil c\u0103 \u00een mai, vom vedea mai multe mesaje emo\u021bionale \u0219i ludice, scoatem pozele de 1 mai de anul trecut, ne promitem c\u0103 vom aprecia mai mult natura, c\u0103l\u0103toriile, prietenii \u0219i toate lucrurile mici. Cred c\u0103 aici vor fi mai multe mesaje optimiste, mai vesele dec\u00e2t acum, mai orientate c\u0103tre viitor. Totodat\u0103, \u0219i mai multe promo\u021bii, pe fondul sc\u0103derii veniturilor, ca urmare a concedierilor \u0219i a t\u0103ierilor salariale.<\/span><\/p>\n

Brandurile ar trebui s\u0103 simt\u0103 consumatorul, starea lui de spirit, obiceiurile noi care se formeaz\u0103 acum \u0219i s\u0103 comunice \u00een linie cu acestea. De asemenea, trebuie evitate mesajele de consum & supraconsum, dat fiind contextul economic.<\/span><\/p>\n

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Lucruri bune<\/strong><\/span><\/p>\n

Am avut surpriza pl\u0103cut\u0103 de a vedea mai multe exemple pozitive, dec\u00e2t negative. Am apreciat mobilizarea excep\u021bional\u0103 a multor branduri, de a se implica activ pentru a contribui la solu\u021bionarea situa\u021biei curente: multe dona\u021bii directe sau indirecte, sponsoriz\u0103ri at\u00e2t de necesare. \u0218tim cu to\u021bii c\u0103 statul nu va face fa\u021b\u0103 \u0219i fiecare ajutor conteaz\u0103 acum.<\/span><\/p>\n

Multe comunic\u0103ri au fost func\u021bionale, dar importante – retailerii au ar\u0103tat m\u0103surile de siguran\u021b\u0103 pe care le iau sau au comunicat posibilitatea de a livra online.<\/span><\/p>\n

Vedem o revenire puternic\u0103 a Facebook-ului \u0219i, cu siguran\u021b\u0103, rolul Social Media este \u00een cre\u0219tere. Studiile arat\u0103 c\u0103 petrecem cu p\u00e2n\u0103 la 60% mai mult timp online, iar Facebook ia o bucat\u0103 mai mare de share-of-time.<\/span><\/p>\n

Ca un best case, am remarcat comunicarea Avon \u2013 evenimentul de pe 14 martie, Ziua Rujului, a fost mutat \u00een online \u00een doar c\u00e2teva zile, influencerii prezent\u00e2nd produsele \u00een live-uri, al\u0103turi de multiple jocuri \u0219i concursuri. \u00cen acest weekend, au avut #salonulmeuesteacasa, cu influenceri \u0219i ambasadori oferind sfaturi pe tot parcursul zilei. Din punct de vedere comercial, au lansat pachete foarte accesibile cu produse dorite \u00een perioada asta, precum geluri de du\u0219, produse de baie.<\/span><\/p>\n

 <\/p>\n

Ce urmeaz\u0103<\/strong><\/span><\/p>\n

\u00cen comunicarea digital\u0103 \u0219i ca ini\u021biative sociale, multe branduri sunt foarte agile \u0219i s-au repliat impresionant de rapid. \u00cens\u0103 majoritatea sunt \u00een expectativ\u0103 \u0219i cred c\u0103 speran\u021ba este c\u0103 vor putea reveni la normal, la ini\u021biativele pe care le aveau planificate deja.<\/span><\/p>\n

Cred c\u0103, pe m\u0103sur\u0103 ce vom avansa \u00een aceast\u0103 criz\u0103 \u0219i vom \u00eencepe s\u0103 vedem lumini\u021ba de la cap\u0103tul tunelului, mai multe branduri se vor activa. Deocamdat\u0103, incertitudinea e foarte mare, at\u00e2t la nivel de bugete, c\u00e2t \u0219i la nivel de mesaj relevant, a\u0219a c\u0103 nu m-a\u0219 gr\u0103bi s\u0103 blamez brandurile care au intrat \u00een stand-by.<\/span><\/p>\n

 <\/p>\n

Primele campanii realizate \u00een izolare<\/strong><\/span><\/p>\n

Primele campanii le vedem deja, ele folosesc resurse minime: webinarii, live-uri cu influenceri, mesaje de suport pentru diferite cauze asociate st\u0103rii curente. M\u0103 a\u0219tept ca tot a\u0219a s\u0103 \u0219i continue, pentru c\u0103 nu avem mobilitate \u0219i film\u0103rile sunt sub semnul \u00eentreb\u0103rii. Probabil vom vedea mai multe anima\u021bii sau film\u0103ri mai simple. Social media va cre\u0219te \u2013 influencerii vor fi de folos aici, chiar dac\u0103 multe branduri au redus bugetele.<\/span><\/p>\n

 <\/p>\n

Efectele asupra\u00a0business-ului de marcom<\/strong><\/span><\/p>\n

De c\u00e2\u021biva ani, tot spunem c\u0103 industria trebuie s\u0103 se schimbe, s\u0103 fie mai agil\u0103, mai apropiat\u0103 de consumator, cu mesaje mai autentice, mai inclusive. Cred c\u0103 acesta este big bang-ul, acel eveniment care va declan\u0219a aceast\u0103 schimbare.<\/span><\/p>\n

\u00cen lunile viitoare \u0219i mai ales anul viitor, m\u0103 a\u0219tept la inova\u021bii disruptive \u0219i modele noi de business, mai mult bazate pe gig economy, mai colaborative, mai pu\u021bin centralizate. O s\u0103 apar\u0103 sigur modele organiza\u021bionale noi, prelu\u00e2nd mai mult know-how din alte domenii \u2013 tech\/AI, design thinking, consultan\u021b\u0103 de business strategic\u0103.<\/span><\/p>\n

 <\/p>\n

Adaptarea<\/strong><\/span><\/p>\n

Ca \u00een orice proces de inova\u021bie, business-urile mari tind s\u0103 fie mai pu\u021bin agile, pentru c\u0103 un vapor cote\u0219te mai greu dec\u00e2t o b\u0103rcu\u021b\u0103. Cred c\u0103 business-urile mici se vor plia mai repede, \u00eens\u0103 m\u0103 a\u0219tept ca \u0219i agen\u021biile mari s\u0103 \u021bin\u0103 pasul, mul\u021bi av\u00e2nd modele \u0219i know-how global, acces la trenduri \u0219i la resurse. Inova\u021bia \u021bine mult de nevoie, dar \u0219i de timing \u0219i resurse.<\/span><\/p>\n

 <\/p>\n

Ini\u021biative comune la nivel de industrie<\/strong><\/span><\/p>\n

Deocamdat\u0103, am v\u0103zut ini\u021biativa IAA, ce a \u00eenaintat o list\u0103 de m\u0103suri pentru suport guvernamental, adaptate industriei noastre. Tot ei organizeaz\u0103 o serie de webinarii utile, sus\u021binute pe platforma Qriser.com, numite Reinventarea Industriei de Marcom. Previziuni \u00een criz\u0103 pentru dup\u0103 criz\u0103 \u2013 \u0219i fondurile str\u00e2nse astfel sunt donate c\u0103tre Matei Bal\u0219. Probabil, pe m\u0103sur\u0103 ce ne dezmeticim cu to\u021bii mai bine, vom vedea mai multe ini\u021biative \u0219i dezbateri pe acest subiect.<\/span><\/p>\n

Sursa<\/strong><\/span>:<\/span> https:\/\/bit.ly\/354MNNz<\/a>\u00a0<\/span>[\/vc_column_text][vc_empty_space][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_column_text]St\u0103m acas\u0103, dar ce urmeaz\u0103? Facem scenarii uneori doar \u0219i pentru a evada cu mintea \u00een viitor. \u0218i nu evad\u0103m \u00eentr-un viitor \u00een care totul va fi la fel ca \u00eenainte, ci din contr\u0103, \u00eentr-unul \u00een care nimic nu va mai fi la fel. Adun\u0103m […]<\/p>\n","protected":false},"author":3,"featured_media":13549,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,208],"tags":[],"class_list":["post-8927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-home","category-media"],"yoast_head":"\n[Noul context] Ioana Mucenic: Vom vedea mai multe anima\u021bii sau film\u0103ri mai simple. Social media va cre\u0219te, iar influencerii vor fi de folos - Minio Studio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/minio.ro\/en\/noul-context-ioana-mucenic-vom-vedea-mai-multe-animatii-sau-filmari-mai-simple-social-media-va-creste-iar-influencerii-vor-fi-de-folos\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[Noul context] Ioana Mucenic: Vom vedea mai multe anima\u021bii sau film\u0103ri mai simple. Social media va cre\u0219te, iar influencerii vor fi de folos - Minio Studio\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text]St\u0103m acas\u0103, dar ce urmeaz\u0103? 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