{"id":2481,"date":"2016-06-06T20:39:09","date_gmt":"2016-06-06T19:39:09","guid":{"rendered":"http:\/\/www.actnocturnal.com\/?p=2481"},"modified":"2024-02-01T20:49:08","modified_gmt":"2024-02-01T19:49:08","slug":"be-the-change","status":"publish","type":"post","link":"https:\/\/www.anagord.com\/zh\/be-the-change\/","title":{"rendered":"Influence Or Die \u2013 Can You Be The Change?"},"content":{"rendered":"

(ili Influenseri & Millennials-i na dve digitalne konferencije – Spark.me<\/em> + Digital Day<\/em>)<\/h3>\n

Da li mo\u017eete prisustvovati digitalnoj konferenciji ukoliko niste tech-geek? Mo\u017eete. Da li mo\u017eete da se zabavite? Naravno. Ne\u0161to nau\u010dite? Itekako. Mo\u017eete li ne\u0161to od nau\u010denog da primenite? Hm. I jo\u0161 jednom \u2013 hm.<\/p>\n

U roku od nedelju dana, imala sam privilegiju da u\u0111em za d\u017e<\/del> budem pozvana na \u010dak 2 digitalne konferencije: Digital Day i Spark.me. Digital Day je konferencija posve\u0107ena digitalnom marketingu dok je Spark.me vi\u0161e usmerena ka digitalnom poslovanju i sajber inovacijama. Ono \u0161to je spojilo obe konferencije bila su dva (goru\u0107a) termina o kojima se najvi\u0161e diskutovalo: Influencers<\/strong> & Millenials<\/strong>.<\/p>\n

Ukoliko niste upoznati sa ovim re\u010dima, millennials<\/strong><\/a> (ili generacija Y) ozna\u010dava populaciju ro\u0111enu izme\u0111u 1980 i 2000, usredsre\u0111enu na \u017eivot u sajber prostoru, dok su influenseri<\/a><\/strong> ljudi – poznati ili dru\u0161tveno-mre\u017eno prepoznati – koje markenti\u0161ke agencije anga\u017euju da promovi\u0161u odre\u0111eni proizvod. Otprilike, influenseri tj. osobe koje su uticajne u svom okru\u017eenju i koje drugi prate i \u010dije savete prihvataju, preporu\u010de proizvod millennials-ima koji \u0107e taj proizvod kupiti.<\/p>\n

U marketingu danas, influenseri su potrebni jer obi\u010dna reklama nije dovoljna<\/strong> – millennials-i su potpuno druga\u010diji konzumenti nego \u0161to su bili njihovi roditelji. Za njih, imati telefon zna\u010di imati pre svega internet (da ne pominjem da se sa telefonom vi\u0161e slika nego razgovara) a biti online jednako je biti \u017eiv<\/strong>. I dok je roditeljima trebalo \u010ditavih 75 godina da prihvate telefon kao napravu, generaciji Y je samo 4 godine bilo potrebno da prihvati Fejzbuk<\/a><\/strong>, dok je Instagram<\/strong> postao neophodnost za tri\u010davih godinu dana.<\/p>\n

\"\"<\/p>\n

Postoji jo\u0161 razloga za postojanje influensera. Kada tra\u017ei odre\u0111eni pojam na internetu, skoro\u00a090% millennials-a nema odre\u0111eni brend u glavi. U globalnom istra\u017eivanju o porto\u0161a\u010dkim navikama, ve\u0107ina ispitanih logi\u010dno daje primat ceni. Osim millennials-a. \u010cak 63% daju prednost drugim razlozima: millenials-i\u00a0pre kupuju zbog naklonosti ka brendu, zbog ocena i preporuka koje su ostavili drugi kupci i zbog sajta koji je jednostavan za kori\u0161\u0107enje. Tako jedan millennials nikada u Gugl ne\u0107e ukucati\u00a0neverovatna ponuda XY agencije za leto<\/em>, ve\u0107\u00a0najbolje letovali\u0161te za odmor sa decom<\/em>, bi\u0107e spreman da za isti plati i verova\u0107e nekome ko je ovu dragocenu informaciju podelio sa njim.<\/p>\n

U praksi to izgleda ovako: reklame su u medijima predstavljene milionima ljudi, dok influenseri predstavljaju svoj sadr\u017eaj hiljadama pratioca. Me\u0111utim, ne dozvolite da vas velika brojka zavara \u2013 to \u0161to je neki sadr\u017eaj video veliki broj ljudi ne zna\u010di da su ga oni zaista i zapamtili, a prepoznavanje proizvoda ne zna\u010di nu\u017eno i uticaj. Pro\u0161le godine, \u010dak 20 miliona eura ulo\u017eeno je u digitalni marketing<\/strong>, s tim \u0161to je skoro polovina ovih ulaganja propalo zbog lo\u0161eg sadr\u017eaja.<\/p>\n

Tu nastupaju influenseri. Influenseri sa svojim fanovima ostvaruju odnos zasnovan na poverenju, i sa pratiocima se sklapa prijateljstvo i bliskost, a svaki je influenser (na jedan ili drugi na\u010din) pomalo i rijaliti zvezda<\/strong> koja sa faloverima deli informacije iz svog privatnog \u017eivota. Kao \u0161to sam ve\u0107 spomenula, kod millennials-a akcenat je na pojedincu<\/strong> \u2013 on u influenseru prepoznaje sli\u010dna interesovanja pa je tako sam sebi najve\u0107a vest i tra\u017ei stvari koje su va\u017ene za njega; na Spark.me ovaj sindrom je nazvan\u00a0egosistem<\/em><\/strong>. Zato je i logi\u010dno da jedan millennials ima vi\u0161e poverenja u re\u010di svog najdra\u017eeg influensera nego u (dobro) pla\u0107enu reklamu.<\/p>\n

Dakle, millennials-i su generacija koja prihvata inovacije i, dok je introvertnost nekada bila op\u0161te neprepoznata i nerazumljiva, danas je zbog previ\u0161e kliktanja sve vi\u0161e onih koji postaju digitalno introvertni<\/strong>. Usled svega ovoga, sve je vi\u0161e influensera koje nove stvari \u017eele da probaju na sopstvenoj ko\u017ei. Influenseri prihvataju opasnost kao priliku za rast, nisu robovi navika a konformitet do\u017eivljavaju kao najve\u0107i neprijatelj inovacije.<\/p>\n

<\/p>\n

Zato se na Digital Day-u govorilo o tome da treba uzeti u obzir neke vidove marketinga koje nikada nismo ni razmatrali, npr. promovisanje preko aplikacija kao \u0161to su (sad ve\u0107 biv\u0161i) Vine, Snapchat, Periscope itd. dok se na Spark.me govorilo kako ne bi trebalo da se ograni\u010davamo na op\u0161te poznate stvari. Samo – za \u010dije babe zdravlje? Ukoliko se osvrnemo, jo\u0161 uvek \u017eivimo u Srbiji (ili ex Jugoslaviji, kako god ho\u0107ete). U Crnoj Gori, gde se najve\u0107a konferencija u regionu odr\u017eavala, ispred kluba sam dobila flajer koji me je obave\u0161tavao o klupskim de\u0161avanjima te\u00a0sezone, a sa druge strane je bila od\u0161tampana reklama za prodavnicu za mobilne telefone (sa prigodnim sloganom\u00a0Sve na jednom mestu<\/em>). Na Digital Day-u delili su promo materijal gde je izme\u0111u ostalog bio i dr\u017ea\u010d imena za sto<\/a> na kome je stajalo ime sponzora konferencije \u2013 koji (potpisujem) \u010dak ni doti\u010dni sponzor u napadu ludila ne bi dr\u017eao na stolu (toliko o marketingu).<\/p>\n

Da se razumemo, obe konferencije su bile sjajno organizovane. I za obe konferencije bih dala novac i da nisam dobila karte jer sam \u017eelela da idem i ne\u0161to nau\u010dim. Me\u0111utim, priznajem da sam se zapitala slede\u0107e: ako su predava\u010di (iako fenomenalni) do\u0161li isklju\u010divo sa druga\u010dijeg govornog podru\u010dja i daju primere iz svoje sredine, kako \u0107emo zapravo mi ovo primeniti na sopstvenoj ko\u017ei <\/strong>(\u010ditaj – na na\u0161im prostorima)? I dok se na Digital Day-u i provuklo neko doma\u0107e ime, na\u0161i su samo iznosili (beskrajno dosadnu) statistiku i hvalospeve o svojoj kompaniji (da ne pominjem izno\u0161enje privatnih detalja koji me apsolutno ne zanimaju jer nisu primenjivi nimalo za moj biznis). Tako je, i ja sam (\u017ee\u0161\u0107i) millennial-ac i treba mi konkretna informacija kako da isplivam u moru informacija gde se samo na YouTube-u aplouduje 720K sati sadr\u017eaja dnevno.<\/p>\n

Ono \u0161to ho\u0107u da ka\u017eem je, sve je to lepo, ali \u0161ta se zapravo posti\u017ee i ko ima koristi od influensovanja kod nas<\/strong>? Ve\u0107ini ljudi koji su internetno-pismeni na pamet pada Zorannah. I da, Zorana jeste (fe\u0161n) influenser, usmerena uglavnom na mla\u0111u publiku (dakle, ona se ne obra\u0107a millennials-ima, ili bar oni nisu njena primarna publika). Me\u0111utim, pored Zorane, da li mo\u017eete da se setite jo\u0161 nekog influensera? Najve\u0107a internet senzacija u poslednjih par meseci, \u010duvena (kraljica) Sandra koja se predstavlja pod pseudonimom Dinja<\/a>\u00a0(obavezno kliknuti na link!), izjavila je da dinara videla nije<\/a> od promovisanja bilo kog prozivoda na svom kanalu. Hana koja stoji iza bloga Sajber Bosanka godinama izjavljuje da joj blog nije doneo mnogo nov\u010dane koristi<\/a>, a fe\u0161n blogerka Brana<\/a> je nakon par godina svoje karijere zamolila da joj ne poklanjaju vi\u0161e ode\u0107u jer istom ne mo\u017ee da plati ra\u010dune. Ok, bilo ko sa malo ve\u0107im brojem falovera mo\u017ee biti pla\u0107en da do\u0111e na \u017eurku za 30-50e. Ali svi oni zapravo \u017eele (nepristojan) novac za mnogobrojnu publiku za koju su se izborili, koja im veruje dok marketari poku\u0161avaju da im uvale da besplatno predstave njihov prozivod. Kao \u0161to je rekla Veronica Belmont poslednjeg dana konferencije:\u00a0fuck you \u2013 pay me<\/em><\/strong>.<\/p>\n

A onda mi je sinulo (spark!). Nije poenta u influensovanju. Niti je fora u animiranju millennials-a. Sve po\u010dinje jednom idejom. Jednom re\u010denicom. Jednim \u010dovekom. Jednim delom (act!<\/strong><\/em>). Zapravo, mi smo ti koji stvaramo promenu. A da bi se ne\u0161to promenilo, mi moramo ne\u0161to da promenimo. Bilo \u0161ta. Mi treba da si\u0111emo sa prestola rutine i okanemo se ustaljenog pona\u0161anja i osrednjih ambicija. Kako ka\u017ee onaj citat (opet ja i citati!), mo\u017eda va\u0161a akcija izgleda kao kap u okeanu, ali okean je sastavljen od kapi. Putem bilo kakve promene postajemo deo grudvice koja prerasta u lavinu i koja pravi snowball effect koji sve br\u017ee dovodi do \u017eeljenog rezultata.<\/p>\n

Poslednje pitanje za svakog govornika na Spark.me konferenciji bilo je: what lights your spark<\/em>? Moj odgovor je: energija<\/strong>. Energija svih nas koji smo do\u0161li tamo da bismo ne\u0161to promenili. Influenseri \u0107e pro\u0107i i millennials-i \u0107e odrasti, a pametan \u010dovek \u0107e \u010dak i na lo\u0161oj konferenciji ne\u0161to da nau\u010di. Zato ne pristajte na standardna re\u0161enja. Dobro naplatite znanje koje ste stekli.<\/strong> I ako ne\u0161to izgleda neprimenjivo, ne mora da zna\u010di da nije od koristi. Onako Gandijevski, budite promena koju \u017eelite da vidite.<\/p>\n

Sada.<\/p>\n

Upravo ove sekunde dok \u010ditate tekst, treba da uhvatite trenutak i da uradite ne\u0161to druga\u010dije. Jer i iskra je samo jedna \u010destica. Koja spajanjim mnogih stvara vatromet.<\/p>\n

Zato – dokle \u0107ete \u010dekati na promenu? Act… Or die acting.<\/p>\n

\"\"<\/p>\n

Ukoliko vas je ovaj tekst zainteresovao, jedno\u00a0zanimljivo\u00a0predavanje sa Digital Day-a mo\u017eete pogledati ovde<\/a>. Ako vam se tekst dopao, moju knjigu mo\u017eete nabaviti\u00a0ovde<\/a><\/strong>, ili zakazati\u00a0konsultacije 1 na 1 sa mnom<\/a><\/strong>.\u00a0<\/em><\/p>\n

PozZ<\/p>\n

p.s. \u017delite da napi\u0161ete knjigu od po\u010detka do kraja, a zatim je i objavite?\u00a0Prijavite se za najbolji\u00a0KURS KREATIVNOG PISANJA<\/a>\u00a0na svetu\u00a0\"\ud83d\ude42\"<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

(ili Influenseri & Millennials-i na dve digitalne konferencije – Spark.me + Digital Day) Da li mo\u017eete prisustvovati digitalnoj konferenciji ukoliko niste tech-geek? Mo\u017eete. Da li mo\u017eete da se zabavite? Naravno. Ne\u0161to nau\u010dite? Itekako. Mo\u017eete li ne\u0161to od nau\u010denog da primenite? Hm. I jo\u0161 jednom \u2013 hm.<\/p>\n","protected":false},"author":3,"featured_media":2487,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"amp_status":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":true,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false,"_links_to":"","_links_to_target":""},"categories":[3],"tags":[],"class_list":["post-2481","post","type-post","status-publish","format-standard","has-post-thumbnail","category-pisanje"],"yoast_head":"\nInfluence Or Die - Can You Be The Change?<\/title>\n<meta name=\"description\" content=\"O Influenser-ima, Millennials-ima i utiscima sa 2 digitalne konferencije (Digital Day & Spark.me) + motivaciona poruka za kraj\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.anagord.com\/zh\/be-the-change\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:locale:alternate\" content=\"en_US\" \/>\n<meta property=\"og:locale:alternate\" content=\"de_DE\" \/>\n<meta property=\"og:locale:alternate\" content=\"sr_RS\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influence Or Die - 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Ako vas pak zanima kako da pobolj\u0161ate izgled va\u0161eg feeda, ili da saznate fore\u2026","rel":"","context":"\u5728\u201co pisanju\u201d\u4e2d","block_context":{"text":"o pisanju","link":"https:\/\/www.anagord.com\/zh\/category\/pisanje\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.anagord.com\/wp-content\/uploads\/2017\/04\/wallpaper.jpg?fit=1200%2C750&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.anagord.com\/wp-content\/uploads\/2017\/04\/wallpaper.jpg?fit=1200%2C750&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.anagord.com\/wp-content\/uploads\/2017\/04\/wallpaper.jpg?fit=1200%2C750&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.anagord.com\/wp-content\/uploads\/2017\/04\/wallpaper.jpg?fit=1200%2C750&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.anagord.com\/wp-content\/uploads\/2017\/04\/wallpaper.jpg?fit=1200%2C750&ssl=1&resize=1050%2C600 3x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.anagord.com\/zh\/wp-json\/wp\/v2\/posts\/2481","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.anagord.com\/zh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.anagord.com\/zh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.anagord.com\/zh\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.anagord.com\/zh\/wp-json\/wp\/v2\/comments?post=2481"}],"version-history":[{"count":24,"href":"https:\/\/www.anagord.com\/zh\/wp-json\/wp\/v2\/posts\/2481\/revisions"}],"predecessor-version":[{"id":14341,"href":"https:\/\/www.anagord.com\/zh\/wp-json\/wp\/v2\/posts\/2481\/revisions\/14341"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.anagord.com\/zh\/wp-json\/wp\/v2\/media\/2487"}],"wp:attachment":[{"href":"https:\/\/www.anagord.com\/zh\/wp-json\/wp\/v2\/media?parent=2481"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.anagord.com\/zh\/wp-json\/wp\/v2\/categories?post=2481"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.anagord.com\/zh\/wp-json\/wp\/v2\/tags?post=2481"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}