6 שלבים לשיווק ממוקד עם תקציב מינימלי [Lean Startup Marketing]

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English: guerilla marketing - heb עברית: שיווק...

English: guerilla marketing – heb עברית: שיווק גרילה (Photo credit: Wikipedia)

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6 שלבים לשיווק ממוקד עם תקציב מינימלי [Lean Startup Marketing]

 | 11.11.2013

בעידן שבו המובייל צובר תאוצה והרשתות החברתיות כבר הפכו לעובדה מוגמרת, עובר הדגש מתקציב שיווק גדול לתכנון ותזמון מדוייק בין כל מרכיבי הפעילות השיווקית. כך תעשו זאת נכון ועם תקציב מינימלי, בשישה שלבים בלבד.

 Start

בעידן המדיה החדשה שיווק מוצלח לסטארטאפ אינו תלוי בתקציב גדול. תכנון ויישום ממוקדים מאפשרים כיום להשיג הרבה יותר תוצאות בפחות כסף.

בשבוע שעבר שמחתי לראות בערוץ 2 כתבה  על הסטארטאפ “ניפגש” (השם בשוק הישראלי) – רשת חברתית בטוחה לתלמידי יסודי. הכתבה הינה חלק מהפעילות השיווקית של החברה. במסגרת תהליך אסטרטגי שעברה ״נפגש״ התבססה התובנה כי סוד ההצלחה של המיזם טמון במיקוד היותו כלי אופטימאלי עבור מחנכים ומורים בבתי הספר היסודיים הן ללימוד וחינוך לשימוש ברשתות חברתיות והן ככלי ללמידה משותפת, תוך הסכמה וליווי של ההורים. זאת בנוסף כמובן להיותה רשת בטוחה שמטרתה להיות מעניינת וכיפית לילדים.

בעידן השיווק אונליין, המובייל והמדיה החברתית, עובר הדגש מתקציב שיווק גדול לתכנון ותזמון מדוייק בין כל מרכיבי הפעילות השיווקית. אם בעבר כדי להשיג מודעות משמעותית היה צריך תקציב גדול לקמפיין המורכב ממדיה מרכזית (טלוויזיה, עיתונות או שילוט חוצות) ופעילות משלימה (רדיו, קידום מכירות או שיווק ישיר וכד) הרי שחוקי הפרסום והשיווק השתנו. עבור חברות סטארטאפ יש כאן הזדמנות גדולה.

איתי עשת, היזם מאחורי ניפגש, הוא אחת הדוגמאות המצוינות למיזם שהבין את האופן בו נכון ליישם את אסטרטגיית השוק על ידי תכנון ובניה של הפעילות השיווקית החודשית תוך שילוב של שיווק לבתי הספר, שיווק להורים ושיווק לילדים. כמו חברות דומות לפניה (Tweegee, GetTexi, JustParkIt) בחרה ניפגש בישראל כשוק הבית. הדבר נכון פי כמה וכמה כשמדובר בשיווק לשוק הבינלאומי.

דוגמא אחרת היא חברת Timocco המשווקת משחקים אינטראקטיביים לילדים בעלי צרכים מיוחדים. החברה משלבת בין שיווק לקהלי יעד מקצועיים (מרפאות בעיסוק) מוסדיים ופרטיים (הורים לילדים עם צרכים מיוחדים). החברה מצליחה בזכות תכנון, מיקוד והקפדה על הביצוע לשלב פעילויות אונליין עם פעילויות אופ-ליין תוך מיקוד בקהלי היעד המדויקים ובמדינות ספציפיות. (ראו דוגמאות בהמשך).

להלן 6 שלבים שיאפשרו לחברות סטארטאפ לנצל נכון את ערוצי המדיה הקיימים ויסייעו לחברות ליישם ולשלב שורה של פעולות שיווקיות ממוקדות תוך שמירה על תקציב נמוך יחסית והשגת תוצאות משמעותיות בזמן מהיר.

השלב הראשון – זיהוי ואיפיון

זיהוי ואיפיון התנהגות קהלי היעד כדי להתאים את המדיות הנכונות ואופי השימוש בהן. בהתאם לשלב בו נמצא המיזם ולקהלי היעד בהם החלטתם להתמקד יש למצוא את התשובות לשאלות הבאות:

•  איפה הם נמצאים? פיזית (אזורים גיאוגרפים, עבודה-בית, חנויות – מרכזים-שווקים).

•  מה הם קוראים, שומעים, רואים? בלוגים, מגזינים, מדיה חדשותית?

•  מי החברים שלהם ואיפה הם מתקשרים הן אופ-ליין (פיזית) והן אונליין?

•  מי משפיע עליהם –מובילי דעה, מדיה, אמנים מסוימים?

השלב השני – מיפוי הפעילויות

מיפוי כל הפעילויות המתאימות והאפשריות עבורנו באמצעותן נוכל להגיע לקהלי היעד במקומות בהם הם נמצאים \ קוראים \ גולשים וכד’ (כפי שניטרנו בסעיף הקודם).

דוגמאות לפעילויות השיווק מהן יש לבחור את המתאימות לחברה ולקהלי היעד שלה:

•  מדיה אונליין – פרסום אונליין כקישורים ממומנים במנועי חיפוש, פרסום ברשתות חברתיות, באנרים, פופאפים ועוד.

•  יחסי ציבור ברשת (במקרים של שוק ספציפי גם אופליין) – בלוגרים, מגזינים, אתרי תוכן ועוד.

•  פעילות Social – רשתות חברתיות, Twitter, פורומים, Webinars, פודקאסטים (תכנים להשמעה).

•  שיווק ישיר – מיילרים, הפקה ושליחת ניוזלטר.

•  תוכן – כגון פוסטים בבלוג החברה, White Papers, Case Study, מאמרים.

•  פעילות אופליין (בהתאם לאופי המוצר ומשאבי החברה) – נוכחות בכנסים (מומלץ לשלב עם פעילות אונליין מסיבית), הצגה בתערוכות, קידום מכירות לסוגיו.

השלב השלישי – תוכנית פעילות

בניית תכנית הפעילות החצי שנתי והחודשית שכוללת שילוב של הפעולות האפקטיביות ביותר עבור הסטארטאפ. התכנית תגדיר את המטרות והיעדים המדידים לכל תקופה ומה מתוכנן בכל חודש לכל קהל יעד בכל אחד מערוצי השיווק שנבחרו.

השלב הרביעי – הכנה והפקת הפעילות המתוכננת

התקשרות עם הספקים הרלוונטיים, הזמנת המדיה, החלטה על הנושאים לפעילות ה-PR (אני ממליצה על שתי הפצות בחודש) כתיבת התכנים, הכנת ניוזלטר, מיילרים או כל פעילות נוספת על פי התכנית. חשוב לזכור שלצד היצירתיות והצורך לתפוס את תשומת הלב של הלקוחות הפוטנציאלים, חשוב להקפיד על אחידות גדולה במסרים.

השלב החמישי – ביצוע הפעולות

הוצאת הודעת ה-PR, העלאת הקמפיינים, הפצה מסיבית של התכנים בכל ערוצי הסושיאל מדיה, הקפדה על תגובות ושימוש בתכנים של כותבים המגיבים (חיובית) לפרסום וכדומה. כל הפעילויות נעשות על פי התכנית.

ניתן לקחת לדוגמא פעילויות שעורכת Timocco, אותה הזכרתי בתחילת המאמר. מעצם הפניה לקהל של מטפלים והורים לילדים עם צרכים מיוחדים, מנצלת החברה אירועים וכנסים מקצועיים תוך שילוב של פעילות אקטיבית בסושיאל מדיה, כמו גם הדרכות מקצועיות, הרצאות ועוד.

step 2

Startup Marketing]

Pets Yogev  | 11/11/2013

In an age where the mobile is gaining momentum and social networks have become a fait accompli, the focus has a large marketing budget planning and precise timing between all components of the marketing activity. So do it right and with minimal budget, only six steps.

 Start

New media age, successful marketing depends on the start-up is not a big budget. Design and implementation of targeted it possible to get much more results in less money.

Last week I was pleased to see Channel 2  wrote   on startup “meet” (the name in the Israeli market) – Social networking elementary students safe. The article is part of the company’s marketing activities. Last part of the strategic process “met” was based insight that the secret of success of the project lies in being targeted optimal tool for educators and teachers in elementary schools are learning, and education and social networking as a tool for collaborative learning with the understanding and support of the parents. This is in addition of course to being a secure network designed to be interesting and fun for kids.

Online marketing era, the mobile and social media, the focus has a large marketing budget planning and precise timing between all components of the marketing activity. If in the past to achieve significant ad should have a big budget campaign consisting of major media (TV, newspapers or billboards) and complementary activities (radio, sales promotion or direct marketing, etc.), the rules of advertising and marketing have changed. For start-ups have a great opportunity here.

Itay Eshet, the developer behind the meet, is one example of excellence in project understood the right way to implement market strategy by designing and constructing monthly marketing activity combining school marketing, marketing, marketing to parents and children. Like similar companies before (Tweegee, GetTexi, JustParkIt) decided to meet in Israel as a market house. This is many times when it comes to marketing to the international market.

Another example is a company that markets Timocco interactive games for children with special needs. The company combines marketing professional audiences (occupational therapists) and private institutions (parents of children with special needs). The company manages the right planning, targeting and ensuring the implementation stage online activities with activities op – Line focusing on the exact target audiences and specific countries. (See examples below).

Here are six steps that companies can take advantage of the true startup existing media channels and help companies to implement and integrate a series of targeted marketing activities while maintaining a relatively low budget and achieving significant results in quick time.

The first step – the identification and characterization

Identification and characterization of target audiences behavior to match the right media and the nature of their use.According to the stage where the project and target audiences which have decided to focus on finding the answers to the following questions:

• Where are they located? Physical (geographical areas, work – home stores – shopping centers – markets).

• what they read, hear, see? Blogs, magazines, media, news item?

• who their friends are and where they communicate both op – Lane (physical) and online?

• Who influences them – opinion leaders, media, certain artists?

The second step – mapping activities

Mapping all appropriate activities and possible for us through which we can reach target audiences where they are \ read \ skiers, etc. (as Snitrno previous section).

What are examples of marketing activities have to choose the appropriate company and its target audiences:

• Online media – online advertising as sponsored links on search engines, social network advertising, banners, Fofafim and more.

• Online PR (in the case of specific market also Offline) – bloggers, magazines, content sites and more.

• Social activities – social networking, Twitter, forums, webinars, podcasts (content playback).

• Direct marketing – Miilrim, production and newsletter sending.

• content – such as blog posts now, White Papers, Case Study, Articles.

• Offline activity (depending on the nature of the product and company resources) – Attendance at conferences (preferably combined with a massive online activity), viewing exhibitions, promotion of all kinds.

The third stage – Action Plan

Construction of semi-annual activity plan and monthly operations includes a combination of the most effective for start-up. The plan will define the measurable goals and objectives for each period and what is planned each month for each target audience selected marketing channels.

The fourth step – preparation and production activities planned

Engagement with the relevant suppliers, media booking, a decision on the issues the PR activity (I recommend the two distributions month) content writing, newsletter preparation, Miilrim or any further activity under the plan. It is important to remember next creativity and the need to grab the attention of potential customers, it is important for a uniform messages.

The fifth step – doing

Press the PR message, raising campaigns, distribution of the contents in any massive Restobar Social Media channels, ensuring responses and using the content of the writing responders (positive) advertising, and the like. All activities are carried out according to plan.

You can take example activities conducted by Timocco, which I mentioned at the beginning of the article. By virtue of the reference to the therapists and parents of children with special needs, the company takes advantage of professional events and conferences with a combination of active operations Restobar Social Media, as well as professional training, lectures and more.

step 2

How American taxpayers are funding Palestinian terrorism (Reblogged)

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How American taxpayers are funding Palestinian terrorism

An investigative journalist details the Palestinian Authority’s routine diversion of financial aid to pay generous salaries to murderers

BY EDWIN BLACK November 10, 2013, 4:33 pm 19
The son of Evyatar Borovsky, a 31-year old father of five who was killed in a terror attack, lays his head on his father's body during his funeral in the northern Israeli town of Kfar Hasidim. Borowsky was stabbed to death at a bus stop at the Tapuah Junction in the northern West Bank, April 30, 2013. (Photo credit: Avishag Shaar Yashuv/FLASH90)

The son of Evyatar Borovsky, a 31-year old father of five who was killed in a terror attack, lays his head on his father’s body during his funeral in the northern Israeli town of Kfar Hasidim. Borowsky was stabbed to death at a bus stop at the Tapuah Junction in the northern West Bank, April 30, 2013. (Photo credit: Avishag Shaar Yashuv/FLASH90)

Evyatar Borovsky, age 31, was devoted to helping people across Israel — people of any background. His way was psychodrama and other role-playing techniques calculated to coax victims, especially children, out of their traumatic fog. Often the children were survivors of terrorism. Evyatar, a clown, was part of a so-called therapeutic theatrical troupe. On April 30, 2013, Evyatar went to Tapuah Junction to catch a ride.

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Salam Zaghal came from an impoverished Arab family in Shuka, a village near Tulkarm. Once, Salam tried to plant a bomb. That landed him in an Israeli prison for more than three years. When Salam was released earlier this year, he had no job and no economic prospects. His family lived on the edge. Money was scarce. As Salam became more disconsolate, his brother Abdulfattah remembered, Salam increasingly began “talking more and more about the martyrdom of the prisoners in Israeli jails.”

April 30, 2013, shortly after dawn, Zaghal jumped onto a bus for the long drive to Tapuah Junction. He carried a blue plastic bag. Two items were secreted inside the bag. Zaghal asked to be dropped about 60 meters down the way from the intersection. When he stepped off the bus, he lit a cigarette. Then Zaghal texted his brother Abdulfattah. “My dear brother, take care of dad, mom and my sister, and keep your head up.” Zaghal sent a second text to his family: “Forgive me in life, in death, and in the end of days.” Then he broke his phone so no one could call back and dissuade him.

At 8:15 a.m., Evyatar was standing about, looking somewhere over there, oblivious to the Arab hitchhikers congregated nearby. Zaghal approached, carrying his blue plastic bag, which contained a piece of paper — a prosecution notice from a previous run-in with Israeli security, and a kitchen knife almost eight inches long. Suddenly, Zaghal screamed, “Allahu Akbar!” and “There is no God but Allah and Muhammad is his messenger.” Zaghal plunged the metal blade directly into Evyatar’s stomach and then again deep into his chest. A moment later, the medical clown lay on the ground, his life leaking quickly onto the asphalt. Salam then grabbed Evyatar’s gun, but before he could inflict more carnage, nearby border guards shot him. The killer was not shot in the head or upper body, but in the leg. In an instant, Evyatar — the clown with the big heart — was gone, stabbed to death. As for Salam, he was rushed to an Israeli hospital with a non-life-threatening leg wound. There, Salam received Israel’s world-renowned medical attention.

Soon, Salam will go on a special Palestinian Authority salary granted to terrorists, and will become one of the best compensated individuals in the Palestinian community.

Financing the Flames, by Edwin Black

It may astound many that American taxpayers are deploying their precious dollars in Israel not just to pay for peace but to fund terrorism. Each year, American aid and financial programs fungibly fund terrorist salaries paid by the Palestinian Authority. This astonishing financial dynamic is known to most Israeli leaders and Western journalists in Israel. It has been written about at least twice in The Times of Israel. But it is still a shock to most in Congress, who are unaware that US money going to the Palestinian Authority is regularly diverted to a program that systematically rewards terrorists with generous salaries. These transactions blatantly violate American laws that prohibit any US funding from benefiting terrorists. More than that, they grandly incentivize murder and terror.

Here’s how the system works. When a Palestinian is convicted of an act of terror against the Israeli government or innocent civilians, such as a bombing or a murder, that convicted terrorist automatically receives a generous salary from the Palestinian Authority. The salary is specified by the Palestinian Law of the Prisoner and administered by the PA’s Ministry of Prisoner Affairs. A Palestinian watchdog group, the Prisoners Club, ensures the PA’s compliance with the law and pushes for payments as a prioritized expenditure. This means that even during frequent budget shortfalls and financial crisis, the PA pays the terrorists’ salaries first and foremost — before other fiscal obligations.

The Law of the Prisoner narrowly delineates just who is entitled to receive an official salary. In a recent interview, Ministry of Prisoners spokesman Amr Nasser read aloud that definition: “A detainee is each and every person who is in an Occupation prison based on his or her participation in the resistance to Occupation.” This means crimes against Israel or Israelis. Nasser was careful to explain, “It does not include common-law thieves and burglars. They are not included and are not part of the mandate of the Ministry.”

Under a sliding scale, carefully articulated in the Law of the Prisoner, the more heinous the act of terrorism and the longer the prison sentence, the higher is the salary. Detention for up to three years fetches a salary of almost $400 per month. Prisoners incarcerated between three and five years will be paid about $560 monthly — a compensation level already higher than that for many ordinary West Bank jobs. Sentences of 10 to 15 years fetch salaries of about $1,690 per month. More severe acts of terrorism, those punished with sentences between 15 and 20 years, earn almost $2,000 per month. These are the best salaries in the Palestinian territories. The Arabic word ratib, meaning “salary,” is the official term for this compensation. The law ensures the greatest financial reward for the most egregious acts of terrorism.

In the Palestinian community, the salaries are no secret — they are publicly hailed in public speeches and special TV reports. From time to time, the salaries are augmented with special additional financial incentives. For example, in 2009, a $150-per-prisoner bonus was approved to mark the religious holiday of Eid al-Adha. President Mahmoud Abbas also directed that an extra $190 “be added to the stipends given to Palestinians affiliated with PLO factions in Israeli prisons this month.” Reporting on the additional emolument, the Palestinian news service Ma’an explained, “Each PLO-affiliated prisoner [already] receives [a special allocation of] $238 per month, plus an extra $71 if they are married, and an extra $12 for each child. The stipend is paid by the Palestine Liberation Organization (PLO) each month.”

About 6 percent of the Palestinian budget is diverted to terrorist salaries. All this money comes from so-called “donor countries” such as the United States, Great Britain, Norway, and Denmark. Palestinian officials have reacted with defiance to any foreign governmental effort to end the salaries. “Deputy Minister of Prisoners Affairs Ziyad Abu Ein declared to the satellite TV network Hona Al-Quds: ‘If the financial assistance and support to the PA are stopped, the [payment of] salaries (rawatib) and allowances (mukhassasat) to Palestinian prisoners will not be stopped, whatever the cost may be. The prisoners are our joy. We will sacrifice everything for them and continue to provide for their families.”

Even though many in Israel do not completely understand all the details and the schedule of compensation, the victims are wracked by a basic knowledge that a cruel system is at play.

Israeli security forces and others at the site of a terror attack, at a bus stop at the Tapuah Junction in the northern West Bank, in which Evyatar Borovsky was stabbed to death. April 30, 2013. (Photo credit: Flash90.)

At the funeral, Evyatar’s widow, Tzofia, bent over her husband’s body in lamentation, waving five fingers. “Five orphans he left behind! Five orphans! Five orphans!” she cried. One young son rested his head upon his father’s prayer-shawl-shrouded chest in a striking image that made the rounds in Israeli press.

Later, in a court hearing, Tzofia said of her husband’s killer, “It is really useless to put him in jail, when one takes into account that he will be released in one swap or another, and will use his time there for academic studies free of charge, and the high standard of living that the State of Israel gives the murderers of its citizens. The continued court proceedings and jailing of the murderer until the next release of murderers, which will take place sooner or later, creates a false impression of justice, when the reality is that of a circus.”

Edwin Black is the award-winning author of the international bestseller “IBM and the Holocaust.” This article is the second of two pieces —following Financing the flames from a mobile home in Florida — published by The Times of Israel drawn from his just-released book, “Financing the Flames: How Tax-Exempt and Public Money Fuel a Culture of Confrontation and Terrorism in Israel.”
Copyright 2013 Edwin Black
All Rights Reserved

4 Ways to Make Sure You Always Have Something to Say Online

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Why I love "Google Alerts"

Why I love “Google Alerts” (Photo credit: kc7fys)

English: Screenshot of the social media toolbo...

English: Screenshot of the social media toolbox for fundraising (Photo credit: Wikipedia)

Screenshot of "Garys Social Media Count"

Screenshot of “Garys Social Media Count” (Photo credit: Wikipedia)

English: Screenshot of the social media toolbo...

English: Screenshot of the social media toolbox for fundraising (Photo credit: Wikipedia)

It’s probably the most common problem faced by bloggers and social media users. What am I going to say? What can I post that is topical, interesting and valuable?

The problem usually starts before you begin publishing content online. Most people feel that blogging is only about writing blog posts and social media is only about posting updates.

4 Ways to Make Sure You Always Have Something to Say Online image iStock 000017822648XSmall 300x199Stoked with enthusiasm and lots of great ideas, they start blogging and tweeting away. But that’s like hopping into a car and expecting to drive forever. Everything goes along smoothly until the fuel runs out. Sooner or later all those great ideas run out and the struggle to find something new and relevant to say begins. It’s a big reason why so many blogs and social media accounts are abandoned.

Your online publishing will enjoy a more successful start and have a better chance of surviving if you begin by developing streams of information that serve as ongoing sources for ideas and research.

As an added benefit, not only will information streams keep your content fuelled, they’ll keep you more engaged in what others are saying and doing online, which helps your content even more.

Here’s how to develop streams of information and ideas for your content publishing:

1. Web Searches & Alerts: Simple web searches are a fast easy way to find sources of information for your posts. But it can get very time consuming each day to search for new information relating to your keywords or areas of interest.

Tools like Google Alerts and Yahoo Alerts monitor the web for you and alert you, by email or through RSS news feeds (see below), every time a new piece of information relating to your keywords is posted to the web.

Instead of you going out to find information for your posts, alerts send that information to you.

2. Content Aggregators: As you monitor the web, you will find favorite sources that publish relevant content all the time. Combing through your alerts to find them gets annoying.

Using RSS (Rich Site Summary, or sometimes Really Simple Syndication) news feeds, which are common on most online publishing sites (look for the familiar orange icon), content aggregators assemble feeds from different sources, including Google and Yahoo Alerts, into one place so you can scan all of them at once to find items of interest.

There are a number of good aggregators on the web. Feedly.com is the most popular, but others include NewsBlur, DiggReader and Newsvibe.

Bonus Tip: Before deciding on an aggregator, check out its mobile app. Your time is limited and a good mobile app makes it easy keep up-to-date anywhere, anytime.

3. Hashtags: It used to be that #hashtags were used almost exclusively on Twitter. But they proved so popular as a way to keep track of conversations and find information that all major social media platforms, including LinkedIn, Facebook and Google+, now use hashtags.

Hashtags are a great way to see what’s being said at the moment about your areas of interest.

Bonus Tip: It can be time consuming to jump from one social platform to another to track hashtags. Try social media management tools, like Hootsuite, that let you track hashtags on different social platforms from one site.

4. Your Own Content: Every blog or social media post you write presents an idea or thought that can be expanded upon. If you’re ever stuck for something to post, look to your previous posts and expand on the ideas they present.

This works especially well for your blog. Every post you write is full of ideas for subsequent posts. Check this post, the one you are reading right now. Entire new posts can be written around the opening paragraphs or any one of the three points presented.

Your first step to successful online publishing isn’t to start publishing, it is to ensure you always have something to publish. Developing reliable streams of information will make sure you do.

Read more at http://www.business2community.com/online-marketing/4-ways-make-sure-always-something-say-online-0676692#HBrg2ZlBrAaCppSb.99