{"id":17795,"date":"2022-12-07T09:43:17","date_gmt":"2022-12-07T08:43:17","guid":{"rendered":"https:\/\/journalift.org\/?p=17795"},"modified":"2023-01-14T14:17:23","modified_gmt":"2023-01-14T13:17:23","slug":"kako-povecati-angazovanje-citalaca-i-zadrzati-lojalnost-prakticni-saveti-od-medijskih-profesionalaca-izdavacima","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/kako-povecati-angazovanje-citalaca-i-zadrzati-lojalnost-prakticni-saveti-od-medijskih-profesionalaca-izdavacima\/","title":{"rendered":"Kako povec\u0301ati anga\u017eovanje \u010ditalaca i zadr\u017eati lojalnost \u2013 prakti\u010dni saveti od medijskih profesionalaca izdava\u010dima"},"content":{"rendered":"\n

\u0160ta mo\u017eemo da uradimo da anga\u017eujemo novu publiku i zadr\u017eimo je? Kako da nateramo \u010ditaoce da se vi\u0161e uklju\u010de u na\u0161 sadr\u017eaj? A kako da razvijemo ljubitelje medijskih brendova? Ako ova pitanja okupiraju i va\u0161e misli, donosimo vam savete i iskustva medijskih profesionalaca i stru\u010dnjaka za pretplatu. \n<\/p>\n\n

Sadr\u017eaj je King<\/h2>\n\n
\"Radoslav-Augustin\"<\/figure>\n\n

Svi se mo\u017eemo slo\u017eiti da je kvalitetan sadr\u017eaj definitivno ne\u0161to bez \u010dega ne mo\u017eemo dalje diskutovati. Kako tvrdi <\/span>Rado Augustin<\/b>, \u0161ef proizvoda u Dennik N-u, \u201e\u010ditaoci Dennik N-a su motivisani uglavnom kvalitetnim sadr\u017eajem. Ali ono \u0161to je klju\u010dno, sadr\u017eaj treba vrlo \u010desto a\u017eurirati. Na ovaj na\u010din, \u010ditaoci imaju razloga da nau\u010de da redovno posec\u0301uju veb stranicu.\u201d<\/span><\/p><\/p>\n\n

\"Tim-Robinson\"<\/figure>\n\n

Ali sam kvalitetan sadr\u017eaj nije dovoljan. <\/span>Tim Robinson<\/b>, glavni urednik u National Vorld-u (izdava\u010di vesti u Velikoj Britaniji) dodaje da je \u201eklju\u010d u razumevanju korisnosti na\u0161eg sadr\u017eaja. \u010citaoci se razvijaju i mi moramo da evoluiramo sa njima, da ponudimo dubinu i perspektivu koja se ne mo\u017ee nac\u0301i negde drugde. Za izdava\u010de vesti ovo zna\u010di ne samo da budu prvi, vec\u0301 da obja\u0161njavaju svet na\u0161im \u010ditaocima \u2013 svet koji je pun manje pouzdanih izvora informacija. Mo\u017eemo da gradimo odnose putem biltena i dru\u0161tvenih mre\u017ea, ali oni c\u0301e izdr\u017eati test vremena samo ako su izgra\u0111eni na \u010dvrstim temeljima relevantnog kvalitetnog sadr\u017eaja.\u201d<\/span><\/p><\/p>\n\n

\"Tatiana-Repková\"<\/figure>\n\n

Tatiana Repkov\u00e1<\/b>,osniva\u010dica Kluba menad\u017eera medija, opisuje kako je lokalni veb-sajt vesti u Moldaviji postigao neverovatno brz porast broja jedinstvenih korisnika, koji se skoro utrostru\u010dio u roku od mesec dana. \u201eRecept za uspeh? Promene u sadr\u017eaju vesti na sajtu, sa fokusom na (1) portrete; (2) serija saveta na tri teme: hobi, lekar, advokat; (3) utilitarne vesti, koje se podrazumevaju analizom li\u010dnosti publike; (4) turisti\u010dke informacije, uklju\u010dujuc\u0301i istoriju grada i foto izve\u0161taje; (5) intervjui sa zanimljivim ljudima, pre svega iz grada. Plus prepisivanje \u010dlanaka ili vesti iz drugih izvora \u0161irom Moldavije koji mogu biti korisni publici u gradu.\u201d<\/span><\/p><\/p>\n\n

Sadr\u017eaj je King, ali distribucija je King Kong<\/h2>\n\n
\"David-Tvrdon\"<\/figure>\n\n
\n

Kvalitetan sadr\u017eaj je preduslov, ali bez njegove distribucije i dostavljanja pravoj publici u pravo vreme, to je samo sadr\u017eaj.<\/p>\n<\/blockquote>\n\n

Postoji mnogo dodirnih ta\u010daka i formata za kori\u0161c\u0301enje istog sadr\u017eaja za dopiranje do razli\u010dite publike. Specijalista za rast i zadr\u017eavanje pretplata u Dennik SME, David Tvrdon, tvrdi da se pokazalo da tri stvari deluju u izgradnji lojalnosti kod \u010ditalaca: bilteni, podkasti i mobilna aplikacija.<\/span><\/p><\/p>\n\n

\u201eCeo Petit Press trenutno ima 176.000 aktivnih pretplatnika na 60+ ure\u0111iva\u010dkih biltena, od kojih vec\u0301inu zapravo pi\u0161u urednici, nije u pitanju samo automatsko deljenje linkova do \u010dlanaka. Tako\u0111e,\u00a0 u moguc\u0301nosti smo da procenimo vrednost pretplatnika zahvaljujuc\u0301i biltenima: \u017eivotna vrednost korisnika (\u017dVK\/CLV) pretplatnika sa biltenima je 30% vec\u0301a od \u017dVK prose\u010dnih pretplatnika.\u201d<\/span><\/p><\/p>\n\n

Vec\u0301 4 godine sprovodimo istra\u017eivanja me\u0111u slu\u0161aocima na\u0161ih podkasta i rezultati iznova pokazuju da je veliki broj na\u0161ih pretplatnika ujedno i obo\u017eavatelj podkasta. Mnogi od njih ka\u017eu da je to jedan od razloga za\u0161to jo\u0161 uvek imaju aktivne pretplate. \n<\/p>\n\n

Na\u0161a mobilna aplikacija se pokazala kao va\u017ena dodirna ta\u010dka za pretplatnike, jer slu\u017ei kao ulazna ta\u010dka desetinama hiljada na\u0161ih pretplatnika za sadr\u017eaj objavljen na SME.sk.\u201d \n<\/p>\n\n

Anga\u017eovanje je odnos, povezanost i udru\u017eivanje<\/h2>\n\n
\"Robert-Casensky\"<\/figure>\n\n

Povezanost sa konkretnim autorima je veoma va\u017ena za \u010ditaoce \u010de\u0161kog nezavisnog \u010dasopisa Reporter. \n<\/p>\n\n

Njihov glavni i odgovorni urednik <\/span>Robert \u010casenski<\/b> ka\u017ee da je \u201eosec\u0301aj zajedni\u0161tva i pripadnosti, bilo dru\u0161tvenog ili politi\u010dkog, veoma va\u017ean. Ovo poslednje ima tendenciju da bude ja\u010de u vreme kada \u010ditaoci osec\u0301aju da je \u201edruga strana\u201c na vlasti. Ovo mora biti kombinovano sa kvalitetom usluge, sa tehni\u010dke ta\u010dke gledi\u0161ta i sa stanovi\u0161ta udobnosti korisnika. Da nije dovoljno, ne bi bile dovoljne ni druge, da ka\u017eemo emotivnije, veze.<\/span><\/p><\/p>\n\n

Tako\u0111e, postoji ne\u0161to \u0161to nazivaju \u201efaktorom simpatije\u201c pa Robert dodaje: \u201eOvo mo\u017ee biti povezano sa pri\u010dom datog medija, stilom izvo\u0111enja ili na\u010dinom komunikacije sa \u010ditaocima.\u201c \n<\/p>\n\n

\"Charlie-Beckett\"<\/figure>\n\n

\u010carli Beket<\/b>, direktor projekta novinarske ve\u0161ta\u010dke inteligencije na Londonskoj \u0161koli ekonomije i politi\u010dkih nauka, veruje da najbolja strategija anga\u017eovanja uvek treba da po\u010dne pitanjem \u201eza\u0161to\u201c \u017eelite vi\u0161e pa\u017enje i lojalnosti korisnika.<\/span><\/p><\/p>\n\n

\u201eNeki \u0107e dati prioritet naslovima koji privla\u010de pa\u017enju, jer tra\u017ee obim. Ali najodr\u017eiviji anga\u017eman ne dolazi od jednokratnih trikova kao \u0161to su kvizovi ili senzacionalizmi za klikove. Najbolja praksa koju sam video tretira anga\u017eman kao odnos koji uklju\u010duje ‘slu\u0161anje’ njihovih korisnika i prilago\u0111avanje formata, pa \u010dak i sadr\u017eaja novinarstva kako bi odgovarao potrebama korisnika. Sofisticirana upotreba podataka o publici, pa \u010dak i tehnologija ve\u0161ta\u010dke inteligencije, mo\u017ee omoguc\u0301iti personalizovanje i automatizaciju korisni\u010dkog iskustva, ali \u010dovek uvek treba da bude u toku.\u201c \n<\/p>\n\n

Upoznajte, razumite i procenite potencijal va\u0161e publike<\/h2>\n\n
\"Wahyu-Dhyatmika\"<\/figure>\n\n

“Utvrdili smo da je poznavanje karaktera na\u0161e publike i sadr\u017eaja koji tra\u017ee, vazno za anga\u017eovanje \u010ditalaca i to mo\u017ee pobolj\u0161ati kvalitet na\u0161eg rada. Tako\u0111e, moramo da znamo karakteristike platforme koju koristimo za anga\u017eovanje i da je optimizujemo kako bismo podr\u017eali na\u0161e aktivnosti na toj platformi. Dakle, kombinacija podataka o publici, pravog sadr\u017eaja i dobre strategije zasnovane na likovima platforme, mo\u017ee zaista pobolj\u0161ati anga\u017eman na\u0161ih \u010ditalaca\u201c, ka\u017ee <\/span>Vahju Diatmika,<\/b>izvr\u0161ni direktor PT u Tempo Digitalu, Indonezija.<\/span><\/p><\/p>\n\n

\"Madhav-Chinnappa\"<\/figure>\n\n

Madhav Chinnappa<\/b>, direktor razvoja ekosistema vesti u Google-u sla\u017ee se da je prvi korak ka povec\u0301anom anga\u017eovanju razumevanje publike i dodaje: \u201ePreporu\u010dio bih da koristite\/pogledate na\u0161 alat <\/span>News Consumer Insights<\/span><\/a>, koji na podatke Google analitike primenjuje so\u010divo orijentisano na vesti, koje omoguc\u0301ava objavljiva\u010dima da bolje razumeju svoju publiku i identifikuju nedostatke u u\u010dinku, a zatim rade na pobolj\u0161anju anga\u017eovanja, zadr\u017eavanja i lojalnosti, opet, NCI ima mnogo prakti\u010dnih preporuka za povec\u0301anje anga\u017eovanja, a ovo su 3 najbolja:<\/span><\/p><\/p>\n\n

    \n

  1. Povec\u0301ajte newsletter promet optimizacijom toka registracije za newsletter (detalji preporuke)<\/span><\/p><\/li>\n\n\n\n

  2. Primenite veb push notifikacije (detalji preporuke)<\/span><\/p><\/li>\n\n\n\n

  3. Maksimalizujte svoju unutra\u0161nju recirkulaciju (detalji preporuke).\u201c<\/span><\/p><\/li>\n<\/ol>\n\n

    Kada znate \u0161ta va\u0161a publika voli i kako konzumira va\u0161 sadr\u017eaj, mnogo je lak\u0161e iskoristiti podatke i stvoriti personalizovanije iskustvo za \u010ditaoca. Bilo da se radi o personalizovanom biltenu, push obave\u0161tenju ili sadr\u017eaju, poka\u017eite \u010ditaocu da je to zajedni\u010dki odnos. \n<\/p>\n\n

    Posvetite se razmi\u0161ljanju o proizvodu<\/h2>\n\n
    \"Dominic-Young\"<\/figure>\n\n

    Dominik Jang, <\/b>osniva\u010d kompanije Axate, zna da sadr\u017eaj ne stvara navike sam po sebi, jer se menja svaki dan. \u201eAko \u017eelite da anga\u017eujete publiku i izgradite naviku, morate razmi\u0161ljati o proizvodu. Stvari koje se ne menjaju stalno, kao \u0161to to \u010dini sadr\u017eaj, stvari za koje va\u0161 \u010ditalac zna da c\u0301ete ih dosledno isporu\u010divati, stvari koje c\u0301e mu nedostajati ako ih presko\u010di.<\/span><\/p><\/p>\n\n

    Koje su to stvari, naravno, varira u razli\u010ditim publikacijama. Nalazimo, na primer (i nije iznena\u0111ujuc\u0301e) da su za lokalne vesti pitanja lokalnog planiranja, lokalni kriminal i lokalni sport veliki pokreta\u010di anga\u017eovanja i plac\u0301anja. Morate da razumete svoje \u010ditaoce i morate da nau\u010dite da istaknete svoje \u201epropustljive\u201c karakteristike. \n<\/p>\n\n

    \u010cak i ako va\u0161 poslovni model i dalje zahteva od vas da ostvarite \u0161to je moguc\u0301e vec\u0301i obim, \u0161to mo\u017ee da preplavi korisni\u010dka iskustva, morate da zadr\u017eite razmi\u0161ljanje o proizvodu, posebno ako \u017eelite da prihod potro\u0161a\u010da postane rastuc\u0301i udeo u va\u0161im ukupnim prihodima. \n<\/p>\n\n

    Ako \u017eelite da saznate vi\u0161e o tome kako da anga\u017eujete svoju publiku, poha\u0111ajte <\/b>na\u0161 besplatni kurs o izgradnji zajednice i anga\u017eovanju<\/b><\/a> danas.<\/b><\/p><\/p>\n\n

    Odricanje od odgovornosti: Ovaj \u010dlanak je prvobitno <\/span><\/i>objavljen<\/span><\/i><\/a> na FatChilli Media.<\/span><\/i><\/p><\/p>\n","protected":false},"excerpt":{"rendered":"

    \u0160ta mo\u017eemo da uradimo da anga\u017eujemo novu publiku i zadr\u017eimo je? Kako da nateramo \u010ditaoce da se vi\u0161e uklju\u010de u na\u0161 sadr\u017eaj? A kako da razvijemo ljubitelje medijskih brendova? Ako ova pitanja okupiraju i va\u0161e misli, donosimo vam savete i iskustva medijskih profesionalaca i stru\u010dnjaka za pretplatu. Sadr\u017eaj je King Svi se mo\u017eemo slo\u017eiti da […]<\/p>\n","protected":false},"author":2,"featured_media":17790,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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