ლაიქების ომი - ჟურნალ ბიზნესის მე-40 ნომერი

36 biznesi: adamianebi, meTodebi, strategiebi noemberi-dekemberi 2011 N11 (40)

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37noemberi-dekemberi 2011 N11 (40) biznesi: adamianebi, meTodebi, strategiebi

Cven ar varT arCevanis winaSe gamoviyenoT Tu ara socialuri

media, saqme isaa, rogor gamoviyenebT mas.

erik quelmani,`socialnomiksi~-s avtori

socialuri media im internet aplika-

ciebis erTobliobaa, romlebic sazo-

gadoebis calkeul wevrebs komunika-

ciaSi Cabmisa da informaciis gavrcelebis

saSualebas aZlevs. Tanac, tradiciuli

mediisgan gansxvavebiT, Sinaarss TviTon

momxmarebeli qmnis. socialuri mediis ma-

galiTebia forumebi, socialuri qselebi,

videoebis, musikisa da fotoebis asatvirTi

gverdebi, blogebi, mikroblogingis saSua-

lebebi, viki gverdebi da sxva.

socialuri media arnaxul masStabebs aRwe-

vs, misi ganviTarebis tempebi dRiTidRe

Cqardeba da sul ufro mniSvnelovan adgils

ikavebs TiToeuli Cvenganis cxovrebaSi.

socialuri mediis ganviTarebasTan erTad

icvleba komunikaciis stili da mTlianad

sazogadoebac. aRar arsebobs manZilis ba-

rieri. msoflios nebismier kuTxeSi mar-

tivad SegiZliaT Tanamoazreebis povna da

informaciis mimocvla. sazogadoeba ufro

Ria, gamWvirvale da informirebuli xdeba.

aseTi cvlilebebi, ra Tqma unda, zrdis

marketerTa interess socialuri mediis

mimarT. globaluri brendebi Tu mcire

biznesebi aqtiurad cdiloben ar CamorC-

nen dros da socialuri media Tavis sa-

sargeblod gamoiyenon. rogorc Social Me-dia Examiner-is kvleva (April 2011, California) irwmuneba, marketerebis 93% iyenebs so-

cialur medias da maTi absoluturi umra-

vlesobisTvis es mimarTuleba uaRresad

prioritetulia.

globaluri bazris mimoxilvam Sors rom ar

wagviyvanos, ganvixiloT ra mdgomareobaa

saqarTveloSi.

CvenTan Like-ebis omia. kompaniebi TavianTi

brendisa Tu produqtis promouSenisTvis

ZiriTadad Facebook-s iyeneben. arian iseTe-

bic, romlebic warmatebiT xmaroben bloge-

bs, Youtube-s, Twitter-s, Flickr-s. Tumca, xSir

SemTxvevaSi es yvelaferi isev da isev Face-book-gverdis an Facebook-kampaniis mxarda-

saWerad gamoiyeneba. mokled rom vTqvaT,

Facebook-i pirvelia.

qarTuli kompaniebis interesi Facebook-isa-dmi SemTxveviTi ar aris. Facebook-i udidesi

popularobiT sargeblobs. amJamad 690000-

mde aqtiuri qarTveli momxmarebelia Face-book-ze. es saqarTvelos mosaxleobis 15%,

xolo internetSi CarTuli mosaxleobis

53%-ia!


SedarebisTvis _ Facebook-Si CarTulia:

TurqeTis mosaxleobis 39% (30 473

280 momxmarebeli)

ruseTis mosaxleobis _ 3.5% (4 868 360

momxmarebeli)

azerbaijanis mosaxleobis _ 6.3% (526

180 momxmarebeli)

somxeTis mosaxleobis _ 7.4% (219 660

momxmarebeli)

saSualo qarTvel Facebook-momxmarebels

124 megobari hyavs da `dalaiqebuli~ aqvs 50

gverdi, aqedan saSualod 19 _ biznes gver-

dia.

zrdis tempebis gaTvaliswinebiT, saqarTve-

los Facebook-mosaxleoba momaval 6 TveSi

kidev 100 000 momxmarebliT gaizrdeba da

2012 wlis maisisTvis 790000-mde momxmare-

bels miaRwevs.

meore mxriv, amJamad Facebook-ze 700-mde

qarTul biznes aqvs gaxsnili sakuTari

gverdi. yvelaze aqtiurebi bankebi, ele-

qtroteqnikis maRaziebi da mobiluri kav-

Sirgabmulobis operatorebi arian.

Facebook-i reklamis ganTavsebis sakmaod

moqnil sistemas gvTavazobs. saubaria mci-

re zomis sareklamo banerebze, romlebic

Facebook-is interfeisis marjvena nawilSia

ganTavsebuli. am sistemiT Facebook-i saSu-

alebas iZleva nebismier sasurvel segment-

ze ganaTavsoT reklama. segmenti SeiZleba

SeirCes sqesis, asakis, ojaxuri mdgomareo-

bis, sacxovrebeli adgilisa Tu interesebis

mixedviT.

qarTul bazarze Facebook-ze reklamis

ganTavsebis saSualo fasebi aseTia: sa-

reklamo banerze erTi `kliki~ _ $0.18 an

sareklamo baneris 1000 gamoCena _ $0.08

(27.11.11-is monacemebi. fasebi periodu-

lad icvleba da dgindeba auqcionis we-

siT).

Facebook-is qarTuli auditoria

sqesis mixedviT:

Facebook-is qarTuli auditoria

asakis mixedviT:

qali 56%

kaci 44%

13-15 wlis _ 8% 35-44 wlis _ 12%

16-17 wlis _ 9% 45-54 wlis _ 5%

18-24 wlis _ 35% 55-64 wlis _ 2%

25-34 wlis _ 27% 65-ze meti wlis _ 2%

es niSnavs, rom 180$-ad 1000 adamians Se-

moiyvanT Tqvens Facebook-gverdze an veb-

gverdze, sadac detalur SeTavazebas da-

axvedrebT. an, sul raRac 80$-ad Tqveni

sareklamo mesiji 1 000 000-jer gamoCndeba

momxmarebelTa ekranebze. Tanac, zust miz-

nobriv segments Tqven TviTon irCevT, rac

sareklamo biujetis fuW xarjvas praqtiku-

39noemberi-dekemberi 2011 N11 (40) biznesi: adamianebi, meTodebi, strategiebi

lad gamoricxavs. magaliTad, amJamad 3000

qarTveli Facebook-eli gogonaa daniSnuli

da uaxloes momavalSi qorwils gegmavs.

cxadia, es segmenti idealuria, vTqvaT, sa-

qorwino fotografis reklamis gansaTavse-

blad.

imis ganxilva da argumentireba, gamoviye-

noT Tu ara Facebook-i marketingisTvis, aSka-

rad zedmetia. cxadia, unda gamoviyenoT.

da umravlesoba iyenebs kidec. mTavaria vi-

codeT, rogor gamoviyenoT igi ise, rom maq-

simaluri sargebeli movutanoT bizness. ai,

ramodenime rCeva, romelic marketerTa mier

dagrovil gamocdilebas efuZneba.

mousmineT momxmarebels, gamoiyeneT Facebook-i ormxrivi komunikaciisTvis

Facebook-i reklamirebisTvis dabal fasebsa

da segmentaciis karg saSualebebs gvTavazo-

bs, magram misi gamoyeneba mxolod informa-

ciis calmxrivi gavrcelebisTvis dasanani

da naklebad efeqtiania. metafora rom ga-

moviyenoT – es igivea, rom ̀ fanrian nokias~

mxolod fanrad vxmarobdeT da arasdros

vecadoT misiT darekva, megobrebis moki-

Txva.

socialuri mediis mTavari sargebeli or-

mxrivi komunikaciaa. kompaniebs saSuale-

ba eZlevaT sareklamo mesijis miwodebas-

Tan erTad moisminon momxmareblis azri,

uSualod gaesaubron maT. swored es ga-

nasxvavebs socialur medias tradiciuli

mediisgan, sadac komunikacia calmxrivia.

rodesac televizoriT saReWi rezinis

reklamas uyurebT, Tqven ar gaqvT komen-

taris gakeTebis saSualeba. da Tu komen-

tari mainc TavSi gitrialebT, reklami-

dan wamosuli xma maleve CagixSobT misi

gamoTqmis survils da SegaxsenebT, rom

`xandaxan laparaks sjobia daReWo~. sa-

pirispirod, Facebook-Si momxmareblebi

Sexedulebebs Tavisuflad gamoTqvamen.

isini kompaniebis gverdze pirdapir weren

imis Taobaze, Tu ra moswonT, riT arian

ukmayofiloni, ris damatebas isurvebdnen

ama Tu im produqtSi da a.S.

kompaniebs, romlebsac socialur mediaSi war-

matebis miRweva surT, unda SeeZloT momxma-

reblis mosmena, maTi azris gaTvaliswineba da

samomavlod praqtikaSi danergva. socialur

mediaSi calmxriv komunikaciaze awyobili ur-

TierToba ar amarTlebs. saWiroa TiToeuli

momxmareblis komentaris gulisyuriT gaazre-

ba. aucilebelia momxmarebelma igrZnos yura-

dReba, misi azris dafaseba. socialuri mediis

gamoyenebiT brendi momxmarebelTan erTad vi-

Tardeba da ixveweba. es ormxrivad sasargeblo

procesia. es ukve srulfasovani megobrobaa,

megobroba brendsa da momxmarebels Soris.

ukanasknel xanebSi Starbucks-i yovelT-

vis xvdeba im kompaniaTa CamonaTvalSi,

romlebic yvelaze warmatebiT iyeneben

socialur medias.

axla, sanam Tqven am winadadebas ki-

TxulobT:

Facebook-ze 7000-mde adamiani

daumegobrda erTmaneTs.

sxva momxmareblebis mier You-

tube-ze atvirTul videoebs 70000-

mde adamiani uyurebs.

vikipediaze moZiebul iqna 85 000

sainformacio masala da axla maT

guldasmiT kiTxuloben.

My Starbucks Idea


Starbucks-is 26,000,000 momxmareblis-

gan Semdgar uzarmazar Facebook-

gverds Tu gadaavlebT Tvals, naT-

lad dainaxavT, rom brendi ismens

momxmarebelTa mosazrebebs, exmi-

aneba aTasobiT Semosul komentars,

saWiroebis SemTxvevaSi ixdis bodiSs

da, ubralod, erTveba momxmare-

belTan saintereso diskusiebSi.

Starbucks-s gaaCnia ideebis Semgrovebeli

onlain platforma My Starbucks Idea, ro-

melzec momxmareblebs gamoaqvT sakuTari

ideebi da afaseben sxvebisas. kompaniaSi

gasul wels danergili onlain-sasaCuqre

baraTebis idea swored erT-erTi momx-

mareblisgan wamovida da danarCenebis

42,000 xma daimsaxura.

nu ugulebelyofT negatiur Sefasebebs

momxmareblis komentarebi SesaZloa kritikas

Seicavdes da arcTu ise sasiamovno aRmoCn-

des. magram, socialuri media ar qmnis negati-

vs, mas mxolod faqtebi gamoaqvs saaSkaraoze.

zogjer, roca kompania ar flobs socia-

luri mediis sworad gamoyenebis meTodebsa

da xerxebs, ar aris mzad gaiziaros momx-

mareblis kritika da imis SiSiT, rom ver

moismens sasurvel Sefasebebs, saerTod

zRudavs momxmareblebisTvis komentaris

gakeTebis saSualebas.

nu ugulebelyofT da nu waSliT uaryofiT

Sefasebebs. nebismier SemTxvevaSi momxmare-

blebi pasuxis gacemas saWiroeben. negativs

pozitiviT gamoxmaureba esaWiroeba, komen-

taris avtorma da danarCenma momxmarebel-

mac unda dainaxos, rom kompania cdilo-

bs produqtisa Tu momsaxurebis daxvewas.

amgvari saqcieli momxmarebelTa keTil-

ganwyobas dagibrunebT.

xSirad yofila SemTxveva, rodesac konkre-

tul sakiTxze ganawyenebul momxmarebels

mxolod imitom Seucvlia negatiuri da-

mokidebuleba, rom Facebook-ze mis komen-

tars droulad gamoexmaurnen.

sTreizandis efeqti

sanapiro zolis eroziis kvlevis far-

glebSi fotografi keneT edelmani

kaliforniis sanapiros fotomasalas

agrovebda. mis mier gadaRebul 12000

fotos Soris moxvda cnobili momRer-

lis, barbara sTreizandis zRvispira

saxlic. am faqtiT ukmayofilo mom-

Rerali sasamarTlos ZaliT iTxov-

da Californian Coast Line-is oficial-

uri vebgverdidan im suraTis waSlas,

romelzec misi saxli Canda.

sTreizandis mxridan aseTi mwvave gamox-

maurebis gamo, internet-sivrceSi foto

umokles droSi gaxda popularuli. momx-

mareblebma foto TavianT vebgverdebsa

da blogebze ganaTavses. gaCnda aTaso-

biT kopia da ukve sasamarTlos ZaliTac

ki SeuZlebeli gaxda fotos internet

sivrcidan gaqroba.

aRniSnuli SemTxvevis Semdeg termini

`sTreizandis efeqti~ im onlain-fenomenis

gamosaxatavad gamoiyeneba, romlis drosac

qselidan informaciis xelovnuri amoSlis

mcdelobisas informacia ufro farTo ma-

sebSi vrceldeba.

iyaviT Ria da gulwrfeli

kompaniebi, romlebic ar arian mzad gula-

xdilobisTvis, umjobesia saerTod ar daka-

vdnen socialuri media-marketingiT.

socialuri mediis epoqaSi sazogadoeba

ufro Ria da gamWvirvalea. informaciis


swrafi gavrcelebis gamo aRaraferi rCeba

kulisebs miRma. da momxmareblebic kompa-

niisgan SedarebiT met Riaobas moiTxoven,

gansakuTrebiT _ problemuri situaciebis

dros. eqstremalur garemoebebSic ki auci-

lebelia momxmareblis saqmis kursSi Cayene-

ba. Secdoma da xarvezi nebismier kompanias

SeiZleba hqondes. es Cveulebrivi samuSao

procesia. magram, aseT SemTxvevaSi raimes

damalva an xarvezis uaryofa savalalo

Sedegis momtania. mediis masStabebidan ga-

momdinare yovelTvis gamoCndeba viRac,

vinc gaavrcelebs swor informacias da kom-

panias sicrueSi amxels.

eqstremalur situaciebSi aucilebeli xdeba

momxmarebelTan maqsimaluri kontaqti da gu-

laxdili mimarTva. gulwrfeli gancxadebebisa

da Secdomis aRiarebis mosmenis Semdeg momx-

marebeli gagebiT ekideba problemur sakiTxe-

bs, gamoTqvams Tanadgomas, iCens iniciativas

da mzadaa brendis sasargeblod konkretul

aqtivobebSi Caebas. SesaZloa moxalisec ki gax-

des brendis saxelis damcvelTa armiaSi. saWi-

roebis SemTxvevaSi aRiareT Secdomebi, iyaviT

maqsimalurad gulaxdilni da uSualoni momx-

marebelTan urTierTobisas.

nu gaxdebiT LIKE-ebis koleqcioneri

dReisaTvis Facebook-ze aqtiurad monawile

qarTuli kompaniebis umetesoba Like-ebis Semgrovebel koleqcioners hgavs. magram,

mxolod Like-ebis mogrovebaze Zalisxmevis

xarjva arafers iZleva. mTavaria Facebook-gverdze Sekrebil auditoriasTan swori

komunikaciis awyoba. aramiznobrivi segmen-

tis momxmarebliT gverdis gavseba xSir Se-

mTxvevaSi fuW danaxarjs warmoadgens _ Tu

momxmarebels ar ainteresebs Tqveni gverdi

da mxolod erTjeradi dainteresebis gamo

`dagalaiqaT~, maSin is arc gamoqveynebul

postebs waikiTxavs.

garda amisa, facebook-is sistema zRuda-

vs postebis gamoCenas im momxmareblebTan,

romlebsac aranairi interaqcia ar hqo-

niaT mocemul gverdTan an mis postebTan

ukanaskneli ori kviris ganmavlobaSi. es

imas niSnavs, rom SesaZloa Tqvens gverds

hqondes 100000 Like-i, magram mxolod 50000

momxmarebelTan Candes gverdis mier gavr-

celebuli masala, radgan wina periodSi ga-

moqveynebuli postebi uintereso iyo Tqve-

nive momxmareblis umravlesobisTvis. da,

piriqiT, SesaZloa gverds hqondes 100000

Like-i, magram mis mier gavrcelebuli pos-

ti 200000 momxmarebelTan gamoCndes. es da-

mokidebulia postis avkargianobaze. Tu is

sainteresoa momxmareblisTvis da iwvevs mis

CarTulobas, maSin avtomaturad vrceldeba

megobrebidan megobrebSi.

ase rom, nu daxarjavT Zalisxmevas aramiz-

nobrivi segmentis mosazidad. nacvlad amisa,

saWiroa gamosaqveynebeli postebis xarisxze

zrunva. masala unda iyos Tqveni segmentis-

Tvis saintereso da sasargeblo, rom yoveli

Like-i marTlac realur mowonebas gamoxatav-

des. amgvarad gverdis potencialis maqsima-

lurad gamoyeneba iqneba SesaZlebeli.

nu acdebiT Temas

momxmareblisTvis saintereso masalis Ziebisas

gezi ar unda daikargos _ gverdis mier Semo-

Tavazebuli postebi Tu aqtivobebi ar unda

cdebodes produqtis Sinaarssa da brendis xa-

siaTs. Facebook-gverdis swori pozicionireba

aucilebelia brendTan mimarTebaSi sasurveli

emociuri bmebis Camosayalibeblad.

gamoiyeneT damatebiT aplikaciebi, iyaviT sasargebloni momxmareblisTvis

Facebook-is standartuli funqcionalis

garda, rac postebis gamoqveynebas, fotoe-

bisa da videoebis damatebas, SekiTxvis das-

mas, RonisZiebis daanonsebasa da reklamis

CaSvebas gulisxmobs, SesaZlebelia sxva ne-

bismieri saxis, konkretulad brendisTvis

Seqmnili aplikaciis gamoyeneba. msgavsi

programuli CarevebisTvis Facebook-i yve-

lasaTvis Ria platformaa.

survilisamebr, gverds SeiZleba miebas da-

matebiTi Sida gverdi, sadac momxmarebels

saintereso SeTavazebebi da sasargeblo in-

formacia misaRebi formiT miewodeba. SeiZ-

leba Seiqmnas produqciis Facebook-katalogi

gayidvebis stimulirebisTvis da momxmarebels

Facebook-idan gausvlelad mieces produqtis

amorCevisa da SekveTis gakeTebis saSualeba.

aseve, SeiZleba Seiqmnas brendirebuli TamaSi

da momxmareblebi megobrebTan erTad CaerTon

saxaliso aqtivobebSi. SesaZleblobebi usazR-

vroa. Facebook-is mravalaTasiani auditoria

raime gansxvavebulis, inovaciurisa da sain-

tereso aplikaciis SeTavazebas elis. mTavaria

ar gadauxvioT brendis ZiriTad mimarTulebe-

bs, raTa ar moxdes momxmareblis dabneva. sa-

Wiroa momxmarebelma mkafiod aRiqvas kavSiri

aplikaciasa da brends Soris.

da icaviT socialuri media-

marketingis oqros wesi _ yvelaferi

keTdeba momxmareblisTvis

yvela aqtivoba, kampania Tu aplika-

cia aucilebelia emsaxurebodes

momxmareblis interesebs, iyos ga-

mosadegi da qmnides raime sargeb-

els momxmareblisTvis. mxolod

produqtis promouSenisTvis Seqm-

nili aplikaciebi gacilebiT naklebi

popularobiT sargebloben facebook-

ze, vidre is aplikaciebi, romleb-

Sic momxmarebeli pirad xeirsac

naxulobs. SeqmeniT sasargeblo ap-

likaciebi, gaumartiveT Tqvens momx-

mareblebs brendTan urTierToba da

warmatebac ar daayovnebs.

saqarTveloSi pirveli aseTi Facebook-ap-

likacia TBC Smart Club-is gverdma 2010 wlis

dekemberSi, saaxalwlod SesTavaza momx-

yoveldRiurad Cven imdenive sainformacio

masalas vqmniT, ramdenic 2003 wlamde, TiTqmis

20 000 wlis ganmavlobaSi Seqmna kacobriobam.

erix Smidti, Google-is yofili CEO.


marebels. aplikacias `jadosnuri yuTi~

erqva da misi saSualebiT momxmareblebi

virtualur saaxalwlo misaloc baraTebs

ugzavnidnen erTmaneTs.

miRebuli molocvebi Smart Club-is

brendTan asocirebul saCuqris yuT-

Si grovdeboda. yuTi droTa ganmav-

lobaSi zomaSi izrdeboda miRebuli

misaloci baraTebis raodenobis Se-

sabamisad. garda amisa, momxmarebels

SeeZlo sakuTari jadosnuri yuTis

gaformeba Tavisi gemovnebis mixed-

viT.

aplikaciis intriga is iyo, rom momx-

mareblebs 7 ianvramde ar SeeZloT

miRebuli molocvebis wakiTxva, rac

maT interess aRvivebda. Sobis Rames ki

keTili survilebiT savse jadosnuri

yuTi yvela momxmareblisTvis gaixsna.

Smart Club-ma momxmareblebs siTbosa

da siyvarulis gamoxatvis saSualeba

misca da Sedegic saxezea: aplikaciaSi

25000 momxmarebeli CaerTo, romleb-

mac jamSi 70000 saaxalwlo milocva

gaugzavnes TavianT megobrebs.

rogor gavzomoT warmateba FACEBOOK-ze

raodenebrivi SefasebisTvis Facebook-i karg

statistikur monacemebs iZleva _ faqtobri-

vad yovelgvar informacias, rac SeiZleba bi-

znes gverdis samarTavad iyos saWiro. xelT

gvaqvs detaluri monacemebi imis Taobaze,

Tu vis, rodis, ra gziT miwvda gverdis mier

gamoqveynebuli masala. monacemebis marti-

vi analiziT saintereso daskvnebis gamotana

SeiZleba: ra moswonT momxmareblebs, ra sa-

xis informacia iwvevs maT interessa da Car-

Tulobas, momxmareblebis romel segmentSia

popularuli konkretuli Tematikis postebi,

ra moculobisaa es segmenti, drois ra perio-

dSia aqtiurobis piki gverdze da a.S.

Facebook-i maqsimalurad zustad zomavs in-

formaciis gavrcelebis masStabebsa da Sede-

gebs. gamocdili marketeris xelSi igi Zlie-

ri iaraRia. dRemde arsebul arcerT sxva

sareklamo media saSualebas ar hqonia msgavsi

an Tundac miaxloebuli SesaZleblobebi.

magram...

... miuxedavad amisa, isev SeuZlebelia ga-

vzomoT xarisxobrivi maCveneblebi. samwu-

xarod Tu sabednierod, ar arsebobs meTo-

di, romliTac SevafasebT momxmarebelTa

interesis dones, maT keTilganwyobasa da

siyvaruls. verafriT daadgenT, Tu ramde-

nad SegiyvaraT momxmarebelma konkretuli

aqtivobis ganxorcielebis Sedegad. mego-

bruli urTierTobebi cifrebiT ar izomeba.

tradiciuli mediis msgavsad, aqac warma-

teba daTqmuli miznebis miRweviT fasdeba.

saWiroa Camoyalibebuli iyos konkretuli

gegmebi, Tu ras emsaxureba socialur media-

Si aqtiuroba. ra aris mizani? cnobadobis

swrafi zrda, moklevadiani Sedegis Cveneba

_ gayidvebis stimulireba Tu momxmareblis

keTilganwyobis mopoveba da maTTan grZel-

vadiani megobroba.

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ლაიქების ომი - ჟურნალ ბიზნესის მე-40 ნომერი