Ryanair kuti agwirizane ndi chikhalidwe cha anthu kwa nthawi yoyamba

Wonyamula zotsika mtengo Ryanair ndikulandila malo ochezera a pa Intaneti kwa nthawi yoyamba pochita zinthu movutikira komanso zoyendetsedwa bwino, patsamba lake lomwe.

Kampaniyo ikufuna kupanga gulu loyenda pa intaneti lomwe likufuna kucheza ndi apaulendo kuposa kungopereka zosungitsa.

Zolinga zomwe zanenedwa zidzawona Ryanair ikupanga gawo lomwe likupita kulola ogwiritsa ntchito kutumiza ndemanga zolimbikitsa zokopa zakomweko.

Ndikulimba mtima kwa oyendetsa ndege koma akupangidwabe ndi kusungitsa malo. Ndegeyo yalengeza kuti sikhazikitsa njira zovomerezeka za comms kudzera pa Facebook kapena Twitter.

Kuchititsa nsanja yatsopano pa Ryanair.com, ndithudi, idzalola kuti ikhalebe ndi ulamuliro wambiri.

Kusafuna kudzipereka kwathunthu kwa ogula ndikomveka. Ngakhale kuti ndegeyo imadzitcha yokha, 'The World's Favorite Airline', ubale wake ndi ogula ndi ma TV nthawi zonse wakhala wovuta kwambiri, ndipo mafani ake ambiri amafanana ndi otsutsa ambiri.

Palinso blog yomwe ndimadana nayo Ryanair, mutu waung'ono "Ndi gulu loyipa bwanji lakuba b *******s!", lomwe lakhala likugwira ntchito kuyambira Okutobala 2008 ndi Twitter feed, izo.

"Anthu ambiri akhala akuchitiridwa moyipa Ryanair ndi shafted zobisika chindapusa etc. Ifenso. Ichi ndichifukwa chake tidaganiza zokhazikitsa tsamba ili ngati njira yowonetsera kunyansidwa kwathu,” adatero oyambitsa.

Koma ndikofunikira kuti Ryanair ndi makampani ena oyendayenda amvetsetse mwayi womwe umapezeka ndi ma TV. Ndipo ichi ndi chifukwa chake.

Lipoti laposachedwa la Social Travel Report, lotsogola bungwe lodziyimira pawokha la Total Media, likuwonetsa momwe makampani oyendera akusinthira ndi malo ochezera, pomwe ogula ambiri akusankha kusungitsa malo ogona, maulendo apaulendo komanso zochitika zolunjika pa intaneti potengera upangiri wa anzawo obwera kutchuthi.

Ndemanga zatchuthi zolembedwa ndi anthu osawadziwa pamasamba odziyimira pawokha monga TripAdvisor, zotsatira zakusaka pa Google ndi upangiri wapakamwa kuchokera kwa achibale ndi anzawo, akuti, tsopano ali ndi mphamvu kuposa timabuku, kutsatsa, kuwunika kwapa media komanso upangiri wochokera kwa othandizira paulendo akafika. kwa ogula akusungitsa tchuti.

Kotala la apaulendo aku Britain adanenanso kuti ndemanga zapaintaneti za anthu osawadziwa zimathandizira kudziwa mapulani awo oyenda poyerekeza ndi 14% pazotsatsa zapaintaneti, 13% zamapulogalamu apa TV, 11% zamamagazini oyendayenda, zowonjezera zamanyuzipepala ndi 9% zotsatsa zapa TV ndi makalata achindunji. Malingaliro okha a abwenzi (28%) ndi abale (24%) adayikidwa pagawo limodzi ndi ndemanga zapaintaneti.

Chizoloŵezi chodalira ndemanga zodziyimira pawokha za apaulendo anzawo zimawonekera m'chiwerengero cha omwe amapanga tchuthi akulemba ndemanga pa intaneti. Kafukufuku wa Total Media adapeza kuti oposa 30% a Britons azaka zopitilira 16 adalemba ndemanga ya tchuthi pa intaneti, kukwera pafupifupi 40% kwa opitilira 25.

Koma ndi ogula achikulire omwe akuyendetsa kusintha kwapa media media. Pafupifupi 50% ya apaulendo azaka zopitilira 45 akugwiritsa ntchito mawebusayiti kuti alimbikitse kapena kuchenjeza anzawo apaulendo potumiza ndemanga zawo paulendo wawo pa intaneti.

Chodabwitsa n'chakuti, anthu amsinkhu sangagwiritse ntchito intaneti kuti asinthane maganizo pa malo opita kutchuthi ife ndife "mbadwa za digito", 16 mpaka 24 zaka zakubadwa, zomwe zikutanthauza kuti Britons azaka zapakati, akupanga malingaliro athu a mahotela abwino kwambiri ndi malo opitako tchuthi. kunyumba ndi kunja.

Kafukufukuyu adapeza kuti pafupifupi 70% ya ogula amagwiritsa ntchito intaneti kusungitsa tchuthi chawo, poyerekeza ndi 23% pafoni komanso 8% yokha m'malo ogulitsa mkati mwa othandizira apaulendo.
Ogwiritsa ntchito azaka za 35-44 adapezeka kuti ali ndi mwayi wambiri (74%) wosungitsa pa intaneti. Mtengo (80%) unatchulidwa chifukwa chachikulu chogwiritsira ntchito intaneti pamodzi ndi chidziwitso (53%) ndi zosavuta (50%).

"Makampani opanga maulendo atenga ma e-commerce ngati njira yopangira kusungitsa ndalama zotsika mtengo, akuyenera kukumbatirana ndi malo ochezera a pa Intaneti kuti awonetsetse kuti amalankhulana bwino ndi ogula, chifukwa zikafika pamalangizo oyendayenda, ogula aku Britain angadalire. wina ndi mnzake kuposa malingaliro ochokera kumakampani, "adatero a Nick Oram, Director ku Total Media.

"Chifukwa chakuti intaneti imapangitsa kuti zikhale zosavuta kuti ogula asankhe ndi kusankha zinthu zosiyanasiyana zatchuthi ndikusungitsa maulendo awo a ndege ndi malo ogona, maganizo a anthu otsutsa maulendo a pa intaneti amatha kukhala ndi chikoka chachikulu pa kutchuka kwa malo ndi machitidwe a maulendo.

Ananenanso kuti, "Ma social media ndiwowopsa kwambiri kwa mabizinesi omwe amanyalanyaza, komanso mwayi waukulu makamaka kwa mahotela ang'onoang'ono kapena mitundu yomwe imagwiritsa ntchito mwanzeru."

Ndi chenjezo lomveka bwino kwa makampani oyendayenda, koma ndege zotsika mtengo zimayenera kusamala kwambiri pambuyo pa kafukufuku waposachedwa wa Kaizo Advocacy Index Bi-annual (Seputembala 2009) adawonetsa ndalama zobisika komanso kusagwira bwino ntchito kwamakasitomala kukukhudza mbiri yamakampani oyendetsa ndege.

Kuchedwa kwa ndege ndi kutayika kwa katundu kumakhudza kwambiri makampani oyendetsa ndege, koma onyamula bajeti omwe adapezeka kuti ndiwo olakwa kwambiri.

Mndandanda wa mbiri yapaintaneti udati Ryanair ndiye wogwiritsa ntchito kwambiri ku UK yemwe ali ndi mphambu (-62%). Virgin Atlantic ndiye ndege yokhayo yomwe idatuluka ndi zabwino (33%), kenako BMI (-12%), British Airways (-21%) ndi EasyJet (-23%).

“Kutha kukwera ndege pa nthawi yake komanso osadandaula za katundu wotayika kapena ndalama zomwe sizinali zodziwikiratu ndizofunikira kwa apaulendo. Zinthu zikavuta, intaneti imapereka njira yosavuta yoti anthu afotokozere zokhumudwitsa zawo popeza malingaliro ndi malingaliro amatha kusindikizidwa nthawi yomweyo, atero Managing Director wa Kaizo, Rhodri Harries.

"Kuti makampani azitha kupirira bwino, ma brand amayenera kuyang'anitsitsa ndikuchitapo kanthu mwachangu ku ndemanga zoyipa zomwe zafika pa intaneti."

Anapitiliza kuti, "Kafukufukuyu akuzindikira kufunikira kwakusaka pa intaneti ndi malo ochezera a pa Intaneti ngati njira yopangira zisankho za ogula. Paintaneti imayika zidziwitso zambiri m'manja mwa anthu ndipo ogula nthawi zonse amafunafuna malingaliro ndi malingaliro pa intaneti kuti asankhe mwanzeru.

"Magulu omwe amalumikizana momasuka ndi makasitomala pa intaneti adzapeza kuti akukwezedwa nthawi zambiri kuposa omwe amabisala kuseri kwa nkhani zamakampani.

Malinga ndi Mtsogoleri wa njira za digito ku Ruder Finn UK, Ged Carroll Ryanair ndi woyenera kutenga njira yomwe ili nayo.

"Chizindikirocho chizikhala chikuwunikidwa pafupipafupi pamapulatifomu ambiri, anthu amderali amawalola kuti aziwongolera kwambiri. Kutengera momwe tsambalo limapangidwira Ryanair athanso kupeza SEO (kukhathamiritsa kwa injini zosaka) chifukwa chokhala ndi zofunikira zatsopano zomwe zimapangidwira kwaulere ndi mafani a ndege," adauza UTalkMarketing.

Koma katswiri wina analimbikitsa kusamala. PR Consultant ku Wildfire, a Danny Whatmough, adanena kuti kupambana kwa kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe ka kayendetsedwe kake kupereka chinthu chamtengo wapatali chomwe chimalimbikitsa anthu kuti azibwereranso kumalo ochezera a pa Intaneti.

"Ngati Ryanair sakwanitsa kukwaniritsa izi, ndiye kuti idzakhala malo opanda kanthu omwe amakhala okhawo omwe sangathe kupeza makasitomala okhutiritsa ndikuchita nawo mpikisano wa slagging ndi kampani pagawo lake," iye anapitiriza.

"Makampani omwe amalandila malo ochezera a pa Intaneti amayenera kuwonetsetsa kuti ali okonzeka, monga mabizinesi, kuti adzitsegule komanso kuti aziwonekera. Chithunzi chojambula cha Ryanair, chodziwika ndi Michael O'Leary, sichikuwoneka kuchokera kunja kwenikweni, kuti chikhale choyenera kwa sing'anga iyi.

"Ndipo ngati simungathe kucheza ndi makasitomala anu momveka bwino, momasuka komanso mwachilungamo, zonse zitha kukhala zolakwika, monga Nestle adazindikira posachedwa."

Ryanair ikuyembekeza kuti zatsopanozi zikhale njira zowonjezera zopangira ndalama zowonjezera. Koma kuyambika ndi chitukuko cha nsanja kuyenera kukhala momasuka.

"Social Media imatanthauza zinthu zambiri kwa anthu ambiri. Komabe, mtundu uliwonse womwe umachita zamtundu uliwonse wawayilesi uyenera kuwonetsetsa kuti njira yawo yochezera pa intaneti ikugwirizana ndi zolinga zawo zonse zamabizinesi, "atero a Mark Walton-Hayfield, Senior Enterprise Architect kuchokera ku gulu lotulutsa anthu ku Capgemini UK.

“Kukanika kutero kubweretsa chisokonezo pa uthenga womwe kampaniyo ikuwonetsa pamakanema ngati amenewa

Anawonjezera kuti, "N'kutheka kuti mabizinesi omwe amapereka zinthu zotsika mtengo ndi ntchito zotsika mtengo - monga Ryanair - adzakhala ndi njira yosiyana kwambiri ndi chikhalidwe cha anthu poyerekeza ndi omwe amapereka katundu ndi mautumiki apamwamba."

"Ngati njira yanu yatsimikizira kuti kugwiritsa ntchito malo ochezera a pa Intaneti kudzapindula ndi bizinesi, kupambana kudzawoneka ndi iwo omwe ali okonzeka kuchita zinthu mosiyana, kumvetsera ndi kugwirizana ndi makasitomala awo ndikutanthauzira ndikuyesa zotsatira zabwino za chikhalidwe cha anthu."

Zachidziwikire, njira imeneyi imakhudza zokambirana zomwe zili (ndipo zimayendetsedwa) patsamba lanyumba ya ndegeyo. Koma pamene malo ochezera a pa Intaneti ali m'manja mwa ogula kodi kukambirana kumeneko kungathe kulamulidwa? Kapenanso kutchedwa kukambirana m'lingaliro lenileni la chikhalidwe TV?

"Zidzakhala zovuta kuti Ryanair igwirizane ndi chikhalidwe cha anthu popanda kukumbatira twitter kapena Facebook chifukwa kwa anthu ambiri mabungwe awiriwa ndi ochezera a pa Intaneti," adatero Dale Lovell, Managing Director pa Search News Media, SEO Content ndi Social Media kampani.

"Zili ngati kampani yomwe ikukumbatira pa intaneti koma mwadala ikupangitsa tsamba lawo kuti lisafikirike kapena lisawonekere kwa Google.

Anamaliza kuti, "Kutchinga webusayiti ndikungoyesa kusunga ogwiritsa ntchito onse pa Ryanair.com sikungachitike bwino ndipo, monga momwe zilili ndi ma TV onse, Ryanair iyenera kukhala yokonzekera ndemanga zoyipa - apolisi adzaletsa ogwiritsa ntchito: chikhalidwe cha anthu. zofalitsa ndi zonse zokhudza kukambirana ndi kugwirizana kwa mtundu ndi ogula si njira imodzi 'ife ndife opambana' kukambirana kumene zopangidwa sakhala kutsutsa zoipa.

"Ngati Ryanair avomereza malo ochezera a pa Intaneti ukhoza kukhala mwayi wabwino kwa iwo kuti afotokoze nkhani zawo, kumvetsera madandaulo ndikusintha mbiri yawo."