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【1時限目】マーケティング

目的を持って運用しよう

2011-08-31

目的を持って運用しよう

Facebookページって、確かに無料だけど、、、、、

「Facebookとかtwitterって無料で宣伝できるツールみたいだから、使ってみろ!」
って上司に指示されて、色んな情報を調べている人って多いのではないでしょうか?


そういう会社では、まずアカウントをとってページを作ってしまうかと思います。
さて、でも、そこからどうするんだろう?


情報発信ができるようだから、商品情報やセールの情報をウォールに投稿してみよう。


で、そこからどうするの?


自社のサービスサイトを立ち上る時には、しっかりと構成やターゲットを考えたりするのに、ソーシャルメディアとなると急に目的も指標も持たない企業が多くなってきます。確かに利用するのは無料だけど、本当に成果を上げるためには、しっかりと目標を定め、コンテンツを計画的に発信していくだけの労力をかけなければいけません。

労働コストが発生するので、しっかりと目的を明確にしていかないといけないんですよね。


目的や目標ってどう立てればいいの?


じゃ、目標を立てようといっても、どこから考えればいいのかが分からない方もいらっしゃると思います。

 「いいね数」 「(投稿の)インプレッション数」 すぐにこういった数値を目標値に考えると思いますが、そもそも「何故、Facebookページをやるの?」っていう所から考えなければいけません。「流行っているから始めました」っていうのは辞めてくださいね。

考え方としては、まず、皆さんの会社のマーケティング目標・課題を紙に書いてみてください。その次に、その目標・課題を解決するために、既存のウェブ施策を書いてみてください。そして、それらの目標・課題をFacebookページが解決できる可能性があるかどうかを想像して下さい。
さぁ、解決できそうですか?

目的を考える時に、Facebookページ単体で目的を考えないようにしてくださいね。既に展開しているマーケティング施策に対して、facebookページが、どのように関与できるかという視点から考えるようにしてください。

ここに、今年の5月にFacebookページ運営者115人に「Facebookページを運営している目的は何ですか?」とアンケートをとったデータがあります。

mokuteki.1.png

「露出増加」という目的をかかげているページが半数以上にのぼります。これは、非常に効果検証もしやすくて分かり易い目的ですよね。

「知名度が低い」というマーケティングの課題があれば、それを解決するために、広告を打ったり、ブログで情報を更新したりして「知名度」を上げていくのは多くの企業が実施していることになります。その流れでFacebookページの運営の目的も「露出増加」とすれば、実際に効果検証するための指標というのも「いいね数」や「インプレッション数」という分かり易い指標に落ちついてきます。

まずは、自社のマーケティング課題、そしてウェブマーケティングの課題を考えてみたらどうですか?そこからFacebookページの目的を設定してみましょう。

斎藤 哲 株式会社グループライズ

株式会社グループライズ代表。Fcebookページ運営者限定ワールドカフェ、「Facebookページ 運営白書」企画などFacebookの運営者をフォローするサービス展開中。


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