ããžãã¹ã®äžçã§ã¯ãäŒæ¥ãèªèº«ã®è£œåããµãŒãã¹ãããŒã±ããã«èšŽæ±ããæ¹æ³ãå€æ§åããŠããŸããäžã§ããã¢ãŒã³ãã¡ãã£ã¢æŽ»çšã®éèŠæ§ãé«ãŸãã€ã€ããããã®å¹æçãªæŽ»çšæ³ãšããŠã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°æŠç¥ã泚ç®ãããŠããŸãããã®èšäºã§ã¯ãã¢ãŒã³ãã¡ãã£ã¢ãšã¯äœãããå§ãŸããã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®åºç€ããããŠã¢ãŒã³ãã¡ãã£ã¢æŽ»çšã®ããã®ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°æŠç¥ãšãã®å ·äœçãªã¢ãããŒããŸã§ã解説ããŸããããžãã¹ããŒãœã³ã®çæ§ããããªãããžãã¹æé·ãç®æããŸãããïŒæãããªå£èª¿ã§ãããªãã®äºæ¥ã«é©æ°ãããããããã®ãã³ããã玹ä»ããŸãã
ã¢ãŒã³ãã¡ãã£ã¢ãšã¯ïŒ
ã¢ãŒã³ãã¡ãã£ã¢ã®åºæ¬æŠå¿µ
ã¢ãŒã³ãã¡ãã£ã¢ã¯ããã©ã³ããäŒæ¥ãçŽæ¥ã³ã³ãããŒã«ããããšã®ãªãã第äžè ã«ããã¡ãã£ã¢é²åºãæããŸããããã«ã¯ãSNSäžã§ã®å£ã³ããã¬ãã¥ãŒãµã€ãã®è©äŸ¡ããã¥ãŒã¹èšäºã«ããèšåãªã©ãå«ãŸããŸããèªç€ŸãçŽæ¥åºåãæã€ã®ã§ã¯ãªãã顧客ãä»ã®ã¡ãã£ã¢ããèªç¶çºççã«çã¿åºãããã¡ãã£ã¢é²åºã®ããšãèšããŸãã
ã¢ãŒã³ãã¡ãã£ã¢ã¯ãSNSã®æ®åã«ãã£ãŠããã®åœ±é¿åãå¢ããŠããŸããã人ã ãèªãã®çµéšãæèŠãèªç±ã«å ±æã§ãããã©ãããã©ãŒã ãå¢ããããšã§ãäŒæ¥ã¯é¡§å®¢ã®å£°ãããçŽæ¥çã«æŽ»çšããããšãå¯èœã«ãªããŸããã
ãã©ã³ã䟡å€ã®åäžãä¿¡é Œæ§ã®ç¢ºç«ã«ãããŠãã¢ãŒã³ãã¡ãã£ã¢ã¯éèŠãªåœ¹å²ãæãããŸããæå¹ã«æŽ»çšããããšã§ããã©ã³ããžã®æ£ã®ã€ã¡ãŒãžã顧客ãã€ã€ã«ãã£ãé«ããããšãã§ããŸãã
ã¢ãŒã³ãã¡ãã£ã¢ã®ã¡ãªãã
ã¢ãŒã³ãã¡ãã£ã¢ã®æ倧ã®ã¡ãªããã¯ããã®ä¿¡é Œæ§ã«ãããŸãã第äžè ã«ããèªçºçãªèšåã¯ãææåºåãããä¿¡é ŒãããããåŸåã«ãããŸããæ¶è²»è ã¯ã宣äŒãããå 容ãããå®éã®ãŠãŒã¶ãŒã®å£°ã«äŸ¡å€ãèŠåºãããšãå€ãã§ãã
ãŸããã³ã¹ãå¹çãã¢ãŒã³ãã¡ãã£ã¢ã®å€§ããªå©ç¹ã§ããèªç€Ÿã®ããã¢ãŒã·ã§ã³ã«çŽæ¥ãéããããã®ã§ã¯ãªãã顧客ããã¡ã³ãèªçºçã«ã³ã³ãã³ããå ±æããåºããŠããããããåºåè²»çšãæããããšãå¯èœã§ãã
ããã«ãé·æçãªãã©ã³ãã®äŸ¡å€ãæ§ç¯ããã®ã«åœ¹ç«ã¡ãŸããããžãã£ããªå£ã³ããè©äŸ¡ãç©ã¿éãªãããšã§ããã©ã³ãã®ä¿¡é Œæ§ãšèªç¥åºŠãåäžããæçµçã«ã¯å£²äžã®å¢å ã«ç¹ãããŸãã
ã¢ãŒã³ãã¡ãã£ã¢ãšãªãŠã³ãã¡ãã£ã¢ã»ãã€ãã¡ãã£ã¢ã®éã
ã¢ãŒã³ãã¡ãã£ã¢ããªãŠã³ãã¡ãã£ã¢ããã€ãã¡ãã£ã¢ã¯ãå šãŠã¡ãã£ã¢é²åºã®ææ³ã§ããããã®æ§è³ªã¯å€§ããç°ãªããŸãããªãŠã³ãã¡ãã£ã¢ã¯äŒæ¥èªèº«ãã³ã³ãããŒã«ããèªç€Ÿã®ãŠã§ããµã€ããããã°ãSNSã¢ã«ãŠã³ããªã©èªèº«ã®ãã©ãããã©ãŒã ãéããŠæ å ±ãçºä¿¡ããŸãã
ãã€ãã¡ãã£ã¢ã¯ãäŒæ¥ãåºåã¹ããŒã¹ãè³Œå ¥ããç¹å®ã®ã¡ãã»ãŒãžãäŒããææ³ã§ããããã«ã¯ãæ€çŽ¢ãšã³ãžã³åºåããããŒåºåãSNSã®åºåæçš¿ãªã©ãå«ãŸããŸãã
ããã«å¯ŸããŠãã¢ãŒã³ãã¡ãã£ã¢ã¯äŒæ¥ãçŽæ¥ã³ã³ãããŒã«ã§ãããã®ã§ã¯ãªããæ¶è²»è ãä»ã®ã¡ãã£ã¢ã«ãã£ãŠèªç¶ã«çæãããé²åºãæå³ããŸãããããäžã€ã®ææ³ã¯ãå¹æçãªããŒã±ãã£ã³ã°æŠç¥ã®ããã«ãããããç°ãªã圹å²ãæãããŸãã
ã¢ãŒã³ãã¡ãã£ã¢æŽ»çšã®æåäºäŸ
å€ãã®äŒæ¥ãã¢ãŒã³ãã¡ãã£ã¢ã®åã掻çšããŠããŸããäŸãã°ããã飲é£åºãã§ãŒã³ã¯é¡§å®¢ã«SNSã§é£äºã®åçãã·ã§ã¢ããããä¿ãããããå£ã³ããšããŠæ¡æ£ããããšã«æåããŸããã顧客ã®èªç¶ãªè¡åãæ°ããªé¡§å®¢ãåŒãå¯ããå¹æãçã¿åºããŸããã
ãŸããç¹å®ã®è£œåãç¡æã§æäŸããã€ã³ãã«ãšã³ãµãŒã«äœ¿çšæãè©äŸ¡ãSNSã§å ±æããŠããã£ãäºäŸããããŸããã€ã³ãã«ãšã³ãµãŒã®ãã©ãã¯ãŒã¯ããã®æšèŠãä¿¡é Œãã補åãžã®èå³ãæã€ããšã«ç¹ãããŸããã
ãããã®äºäŸãããããããã«ãã¢ãŒã³ãã¡ãã£ã¢ãå¹æçã«æŽ»çšããããšã§ããã©ã³ãã®èªç¥åºŠãé«ãã顧客åºç€ãæ¡å€§ããããšãå¯èœã§ãã察象ãšãªã顧客ãåžå Žãç解ããæŠç¥çã«ã¢ãããŒãããããšãæåã®ã«ã®ãæ¡ããŸãã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®åºç€
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ãšã¯ïŒ
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ãšã¯ãç¹å®ã®åéããžã£ã³ã«ã§åœ±é¿åã®ãã人ç©ïŒã€ã³ãã«ãšã³ãµãŒïŒãéããŠã補åããµãŒãã¹ã宣äŒã»æšå¥šããããŒã±ãã£ã³ã°ææ³ã§ãããããã®äººç©ãæçš¿ããå 容ã«ããããã©ãã¯ãŒãèŠèŽè ã«å¯ŸããŠèªç¶ãªåœ¢ã§è£œåããµãŒãã¹ã®èªç¥ãä¿é²ããŸãã
ã€ã³ãã«ãšã³ãµãŒã¯ãå€æ°ã®ãã©ãã¯ãŒãæã€æå人ã ãã§ãªããç¹å®ã®åéã§é«ãç¥èãçµéšãæã€ãšãã¹ããŒããªã©ãå€å²ã«æž¡ããŸãã圌ãã®çºä¿¡ããå 容ã¯ãåŸæ¥ã®åºåãšæ¯ã¹ä¿¡é Œããããããæ¶è²»è ã®è³Œè²·è¡åã«çŽæ¥çãªåœ±é¿ãäžããåãæã£ãŠããŸãã
ãã®ããŒã±ãã£ã³ã°ææ³ã¯ã察象ãšããåžå Žãæ¶è²»è ã®å奜ãç解ããå¹æçãªã€ã³ãã«ãšã³ãµãŒãéžå®ããããšãæåã®éµãæ¡ããŸãã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®ã¡ãªãã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®æ倧ã®ã¡ãªããã¯ãã¿ãŒã²ãããšããæ¶è²»è ã«å¯ŸããŠãä¿¡é Œæ§ã®é«ã圢ã§è£œåããµãŒãã¹ã玹ä»ã§ããç¹ã§ããã€ã³ãã«ãšã³ãµãŒã«ãã£ãŠæ¢ã«æ§ç¯ãããä¿¡é Œé¢ä¿ãéããŠãåºåã«å¯Ÿããæµææãªãæ å ±ãäŒããããŸãã
ãŸããããããªåžå Žã«ãããŠãé©åãªã€ã³ãã«ãšã³ãµãŒãéžã¹ã°ãå¹ççã«ã¿ãŒã²ããã«ãªãŒãããããšãå¯èœã§ãããã®ã¢ãããŒãã¯ãåºåè²»çšã®åæžãšROIïŒæè³å©ççïŒã®åäžã«ãçŽçµããŸãã
ããã«ãã€ã³ãã«ãšã³ãµãŒããã®ãã£ãŒãããã¯ããŠãŒã¶ãŒã®åå¿ãéããŠã補åããµãŒãã¹ã«å¯ŸããçŽæ¥çãªæèŠãåŸãããšãã§ããåžå Žã®ããŒãºããã¬ã³ãã®ææ¡ã«ã圹ç«ã¡ãŸãã
é©åãªã€ã³ãã«ãšã³ãµãŒã®éžã³æ¹
å¹æçãªã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ãå®æœããã«ã¯ãé©åãªã€ã³ãã«ãšã³ãµãŒã®éžå®ãéåžžã«éèŠã§ãããã®éã泚ç®ãã¹ãã¯ã€ã³ãã«ãšã³ãµãŒã®ãã©ãã¯ãŒæ°ã ãã§ãªããã¿ãŒã²ããåžå Žãšã®çžæ§ããã€ã³ãã«ãšã³ãµãŒã®äŸ¡å€èŠ³ãã€ã¡ãŒãžããã©ã³ãã«ãããããŠãããã©ããã§ãã
ãŸããã€ã³ãã«ãšã³ãµãŒãéå»ã«ã©ã®ãããªãã©ã³ãã補åãšææºããŠãããããã®ææãéèŠãªæ€èšç¹ã§ãããã®æ å ±ããã€ã³ãã«ãšã³ãµãŒã®ä¿¡é Œæ§ãå°éæ§ãå€æããããšãã§ããŸãã
éžå®ããã»ã¹ã«ã¯ãåã€ã³ãã«ãšã³ãµãŒã®SNSã®ã¢ããªãã£ã¯ã¹ãå©çšãããã©ãã¯ãŒã®ãã¢ã°ã©ãã£ãã¯ïŒæ§å¥ã幎霢局ãå°åãªã©ïŒããšã³ã²ãŒãžã¡ã³ãçïŒããããã³ã¡ã³ãã®å²åïŒãåæããããšãæå¹ã§ãã
ã€ã³ãã«ãšã³ãµãŒãšã®é¢ä¿æ§ç¯ã®ãã€ã³ã
ã€ã³ãã«ãšã³ãµãŒãšé·æçãªè¯å¥œãªé¢ä¿ãç¯ãã«ã¯ãåã«ããžãã¹å¥çŽä»¥äžã®çžäºç解ãšå°éãå¿ èŠã§ããå§ãã«ãã€ã³ãã«ãšã³ãµãŒã®éå»ã®æŽ»åã綿å¯ã«ãªãµãŒããã圌ãã®èå³ã䟡å€èŠ³ãèªç€Ÿã®ããžã§ã³ãšã©ã®ããã«ãªã³ã¯ããããç解ããŠããããšã倧åã§ãã
ææºãå§ãŸã£ãåŸã¯ãã€ã³ãã«ãšã³ãµãŒã«èªç±åºŠãäžããèªèº«ã®ã¹ã¿ã€ã«ã§ååããµãŒãã¹ã玹ä»ã§ããããã«ããããšãæãŸããã§ãããã ãããã©ã³ãã®ã¬ã€ãã©ã€ã³å ã§ã®åµé æ§ã奚å±ããããšãå¿ããã«ãããã«ãã£ãŠãã€ã³ãã«ãšã³ãµãŒãšèŠèŽè åæ¹ã«ãšã£ãŠèªç¶ã§é åçãªã³ã³ãã³ãå¶äœãå¯èœã«ãªããŸãã
ãŸããã€ã³ãã«ãšã³ãµãŒã®ææãé©åã«è©äŸ¡ãããã£ãŒãããã¯ãå ±é ¬ãéããŠåœŒãã®åªåãèªããããšããé·æçãªé¢ä¿æ§ç¯ã«ãããŠéåžžã«éèŠã§ããã€ã³ãã«ãšã³ãµãŒãšã®ä¿¡é Œé¢ä¿ã匷åããå ±åã§æåãåããããã«ã¯ãçžäºã®å°éãšè©äŸ¡ãäžå¯æ¬ ã§ãã
ã¢ãŒã³ãã¡ãã£ã¢æŽ»çšã®ããã®ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°æŠç¥
ç®çãšç®æšã®èšå®
ã¢ãŒã³ãã¡ãã£ã¢æŠç¥ã®ç¬¬äžæ©ã¯ãæ確ãªç®çãšç®æšã®èšå®ããå§ãŸããŸãããã®æ®µéã§ã¯ããã©ã³ããäœãæãéãããã®ããå ·äœçãªæ°å€ç®æšãå«ããŠæ確ã«ããŸããæåã枬ãããã®KPIïŒéèŠæ¥çžŸè©äŸ¡ææšïŒãå®çŸ©ããããšãäžå¯æ¬ ã§ãã
ç®æšèšå®ã®éçšã§ãç¹å®ã®ã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã«çŠç¹ãåœãŠãããšãéèŠã§ããã€ã³ãã«ãšã³ãµãŒãéããŠã©ã®å±€ã«ãªãŒããããã®ãããããŠãã®ãªãŒãã£ãšã³ã¹ããã©ã³ãã«å¯ŸããŠã©ã®ãããªè¡åããšã£ãŠã»ããã®ããç¹å®ããŸãã
ãŸããç®æšãèšå®ããéã«ã¯ãçæçããã³é·æçãªèŠç¹ãèæ ®ã«å ¥ãããã¬ãã·ãã«ãªæŠç¥èª¿æŽãå¯èœã«ããäœå°ãæ®ããŠãããŸããåžå ŽããªãŒãã£ãšã³ã¹ã®åå¿ã«å¿ããŠæè»ã«èšç»ãå€æŽã§ããããã«ããããšãã«ã®ãšãªããŸãã
ãã£ã³ããŒã³äŒç»ã®ããã®ã¢ã€ãã¢åºã
ã€ã³ãã¯ãã®ãããã£ã³ããŒã³ãäŒç»ããããã«ã¯ãåµé çãªã¢ã€ãã¢åºããå¿ èŠã§ãããã¬ã³ããæããã³ã³ãã³ãããã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã®èå³ãæ¹ãã€ããæ¬æ°ãªäŒç»ãæ±ããããŸãããã®ããã»ã¹ã§ã¯ãããŒã ã¡ã³ããŒå šå¡ã§ãã¬ã€ã³ã¹ããŒãã³ã°ãè¡ããå€æ§ãªèŠç¹ããã¢ã€ãã¢ãåºãåããŸãã
ããã§éèŠãªã®ã¯ããã©ã³ãã®ã¡ãã»ãŒãžã䟡å€ãäŒãã€ã€ããªãŒãã£ãšã³ã¹ã«ãšã£ãŠäŸ¡å€ã®ããã³ã³ãã³ããèæ¡ããããšã§ããã€ã³ãã«ãšã³ãµãŒã®ãã©ãã¯ãŒãæ¬åœã«æ¥œãããããŸãã¯åå ããããšæããäŒç»ãäœãåºãããšãéèŠã«ãªããŸãã
ããã«ãããŒã¿åæã掻çšããŠãéå»ã®æåäºäŸã倱æäºäŸããåŠã¶ããšãéèŠã§ããåžå ŽãªãµãŒãã競ååæãéããŠãäœãåãå ¥ããããã®ããã©ããªå 容ãããºãã®ããç解ããããšããå¹æçãªãã£ã³ããŒã³äŒç»ã«ã€ãªãããŸãã
ã€ã³ãã«ãšã³ãµãŒãšã®åæ¥ã¢ãã«
ã€ã³ãã«ãšã³ãµãŒãšã®å¹æçãªåæ¥ã¢ãã«ãæ§ç¯ããããšã¯ãæåãžã®éµã§ããåæ¥ã®åœ¢æ ã«ã¯ãã¢ãã£ãªãšã€ãããã°ã©ã ãã¹ãã³ãµãŒãã³ã³ãã³ãã®äœæããããã¯ããã¬ã€ã¹ã¡ã³ãããšã¯ã¹ã¯ã«ãŒã·ãã€ãã³ããžã®æåŸ ãªã©ããããŸãã
éžå®ããã€ã³ãã«ãšã³ãµãŒã«ã¯ããã©ã³ãã®äŸ¡å€èŠ³ãã¡ãã»ãŒãžã«å ±æããŠããããããšãéèŠã§ãããŸããã€ã³ãã«ãšã³ãµãŒã®ãã©ãã¯ãŒå±€ãã¿ãŒã²ãããªãŒãã£ãšã³ã¹ãšäžèŽããŠããããæ éã«èæ ®ããå¿ èŠããããŸãã
å¥çŽã®æ®µéã§ã¯ãæåŸ ããææãã³ã³ãã³ãã®æäŸæ¡ä»¶ãå ±é ¬ã®åœ¢æ çã詳现ã«æ±ºå®ããŸããéææ§ãšãäºãã®æåŸ ã®äžèŽããé·æçãªé¢ä¿æ§ç¯ãå¯èœã«ããåæ¹ã«ãšã£ãŠã®å©çãæ倧åããŸãã
ROIãæ倧åããããã®æŠç¥
ROIïŒæè³å©ççïŒãæ倧åããããã«ã¯ã现ããããŒã¿åæãäžå¯æ¬ ã§ããåã€ã³ãã«ãšã³ãµãŒã®ããã©ãŒãã³ã¹ãè©äŸ¡ããæãå¹æçãªã³ã³ãã³ãããã£ã³ãã«ãç¹å®ããŸãããŸããKPIãå®æçã«ã¬ãã¥ãŒããå¿ èŠã«å¿ããŠæŠç¥ã調æŽããŠããããšãéèŠã§ãã
ã³ã¹ããæãã€ã€ãæ倧éã®åœ±é¿ãçã¿åºãããã«ã¯ãããã€ã³ãã«ãšã³ãµãŒããã€ã¯ãã€ã³ãã«ãšã³ãµãŒãšã®åæ¥ãæ€èšãã䟡å€ããããŸãããããã®ã€ã³ãã«ãšã³ãµãŒã¯ãã°ãã°ç¹å®ã®ããããªãªãŒãã£ãšã³ã¹ã«æ·±ã圱é¿åãæã¡ãã³ã¹ãããã©ãŒãã³ã¹ã«åªããŠããŸãã
æåŸã«ããã£ã³ããŒã³ã®æåã¯ãæŠç¥ã®æè»æ§ãšéãããªèª¿æŽèœåã«ããã£ãŠããŸããåžå Žã®å€åããªãŒãã£ãšã³ã¹ã®åå¿ãèŠæ¥µããè¿ éã«å¯Ÿå¿ããããšã§ãROIãæ倧éã«åŒãåºããã§ãããã
ã€ã³ãã«ãšã³ãµãŒãšã®ã³ã³ãã³ãå ±åµ
çŸä»£ã®ããŒã±ãã£ã³ã°æŠç¥ã«ãããŠãã€ã³ãã«ãšã³ãµãŒãšãã©ã³ããå ±åã§ã³ã³ãã³ããå¶äœããããšã¯ãäž¡è ã«ãšã£ãŠæçãªæ段ãšãªãåŸãŸãããã®ã¢ãããŒãã«ããããã©ã³ãã¯æ°ããªèŠèŽå±€ã«ã¢ãããŒããããããªããã€ã³ãã«ãšã³ãµãŒã¯ããå€ãã®ã³ã³ãã³ãããã©ãã¯ãŒã«æäŸã§ããããã«ãªããŸãã
å ±åµã³ã³ãã³ãã®ã¢ã€ãã¢
å ±åµã³ã³ãã³ããæåãããããã«ã¯ãé©æ°çã§èå³æ·±ãã¢ã€ãã¢ãå¿ èŠã§ããäŸãã°ã補åã¬ãã¥ãŒããã¥ãŒããªã¢ã«ãããªãšãã£ãå®çªã®ã³ã³ãã³ã圢åŒãããããåµé çãªã¢ãããŒããŸã§ãæ§ã ãªãªãã·ã§ã³ãèããããŸãããŸããã€ã³ãã«ãšã³ãµãŒèªèº«ã®åæ§ãã¹ã¿ã€ã«ã掻ãããã³ã³ãã³ãäœããéèŠã§ãã
ããã«ãã€ã³ã¿ã©ã¯ãã£ããªã³ã³ãã³ããäŸãã°è³ªåå¿çã»ãã·ã§ã³ãã³ã³ãã¹ãããã£ã¬ã³ãžãªã©ãããã¡ã³ã®é¢äžãä¿ãè¯ãæ¹æ³ã§ãããããã®ã¢ãããŒãã«ããããã©ãã¯ãŒã¯ã³ã³ãã³ãã«å¯Ÿããè²¢ç®ãåå ãä¿ããããšã³ã²ãŒãžã¡ã³ããé«ãŸããŸãã
ãŸããç¬èªã®ããã·ã¥ã¿ã°ãäœæããŠãã£ã³ããŒã³ãå±éããããšã§ãå ±åµã³ã³ãã³ãã®èŠèªæ§ãšæ¡æ£åãé«ããããšãã§ããŸããããã«ããããã©ã³ããšã€ã³ãã«ãšã³ãµãŒã®å ±åäœæ¥ãããå¹ åºããªãŒãã£ãšã³ã¹ã«å±ããŸãã
å ±åµã³ã³ãã³ãã®æåäŸ
å€ãã®ãã©ã³ããã€ã³ãã«ãšã³ãµãŒãšå ±åµã³ã³ãã³ããéããŠå€§ããªæåãåããŠããŸããäŸãã°ããã¡ãã·ã§ã³ãã©ã³ããæåãªãã¡ãã·ã§ã³ã€ã³ãã«ãšã³ãµãŒãšé£æºããç¹å¥ã³ã¬ã¯ã·ã§ã³ãç«ã¡äžãããããã¥ãŒãã£ãŒãã©ã³ããçŸå®¹ç³»ã€ã³ãã«ãšã³ãµãŒãšã¡ã€ã¯ã¢ãããã¥ãŒããªã¢ã«ãå¶äœããã±ãŒã¹ãªã©ãæããããŸãã
ãããã®æåäºäŸããåŠã¶ã¹ãç¹ã¯ãã³ã³ãã³ããã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã®é¢å¿ãšããŒãºã«ãããããŠããããšããããŠãã©ã³ããšã€ã³ãã«ãšã³ãµãŒã®äŸ¡å€èŠ³ã調åããŠããããšã§ãããããã®èŠçŽ ãæãããšã§ãå ±åµã³ã³ãã³ãã¯ãã®ããã³ã·ã£ã«ãæ倧éã«çºæ®ã§ããŸãã
ãŸãã远跡å¯èœãªãã£ã³ããŒã³ã³ãŒããå°çšã©ã³ãã£ã³ã°ããŒãžã䜿çšããããšã§ãå ±åµã³ã³ãã³ãã®å¹æãæ£ç¢ºã«æž¬å®ããããšãå¯èœã«ãªããŸããããã«ããããã©ã³ãã¯æŠç¥ãæé©åããå°æ¥çãªãã£ã³ããŒã³ã§ãããªãæåãç®æãããšãã§ããããã«ãªããŸãã
ãã©ãã¯ãŒã®é¢äžãä¿é²ããæ¹æ³
ãã©ãã¯ãŒã®é¢äžãé«ããã«ã¯ã圌ããåå ããããããŸãã¯èå³ãæã¡ãããã³ã³ãã³ããæäŸããããšãäžå¯æ¬ ã§ãããã®ç®çã®ããã«ãã€ã³ãã«ãšã³ãµãŒããã©ãã¯ãŒã®æèŠã奜ã¿ãåæ ãããã³ã³ãã³ããå¶äœããããšã¯å€§ããªå¹æããããããŸãã
ãŸãããã©ãã¯ãŒãçŽæ¥ã³ã³ãã³ãå¶äœããã»ã¹ã«åå ãããããšãããšã³ã²ãŒãžã¡ã³ããé«ããæå¹ãªæ段ã§ããäŸãã°ã次ã«åãäžããã¹ããããã¯ãååã«é¢ããŠãã©ãã¯ãŒããã®æ祚ãæ±ããããšã§ã圌ããã³ã³ãã³ãã«å¯Ÿããæææãæã€ããã«ãªããŸãã
ãã©ãã¯ãŒã®ãã£ãŒãããã¯ãææ¡ãç©æ¥µçã«åãå ¥ããããã«åºã¥ããŠã³ã³ãã³ããäœæããããšããã³ãã¥ããã£ã®ãšã³ã²ãŒãžã¡ã³ããé«ããéèŠãªæ段ã§ãããšãããŸãããã®ãããªå¯Ÿè©±åã®ã¢ãããŒãã¯ããã©ãã¯ãŒã®å¿ èª å¿ãé«ããã³ã³ãã³ãã®å ±æãä¿é²ããããšã«ç¹ãããŸãã
ã³ã³ãã³ãé ä¿¡ã®æé©å
å¹æçãªã³ã³ãã³ãé ä¿¡ã«ã¯ãæé©åãéèŠã§ããããã«ã¯ãã€ã³ãã«ãšã³ãµãŒã®ãã©ãã¯ãŒãæã掻åçãªæé垯ã«æçš¿ãããããšããŸãæ§ã ãªãã©ãããã©ãŒã ã«åãããŠã³ã³ãã³ããé©å¿ãããããšãå«ãŸããŸãã
ãããªã³ã³ãã³ãã¯ç¹ã«äººæ°ãé«ããããYouTubeãInstagramãTikTokãšãã£ããã©ãããã©ãŒã ã§ã®é ä¿¡ãèãããšè¯ãã§ãããããŸãããããã®ãã©ãããã©ãŒã ã®ç¹æ§ãç解ããããã«åãããã³ã³ãã³ãå¶äœãè¡ãããšãæåã®éµãšãªããŸãã
ããã«ãSEOæè¡ãå©çšããŠã³ã³ãã³ãã®èŠã€ãããããé«ããããšãéèŠã§ããé©åãªããŒã¯ãŒãã®äœ¿çšãé åçãªã¿ã€ãã«ã説ææã®äœæããœãŒã·ã£ã«ã¡ãã£ã¢ã§ã®ç©æ¥µçãªããã¢ãŒã·ã§ã³ãªã©ããå¹æçãªã³ã³ãã³ãé ä¿¡ã®ããã®æŠç¥ãšãããã§ãããã
ã¢ãŒã³ãã¡ãã£ã¢æŽ»çšã«ãããåæãšæ¹å
ã¢ãŒã³ãã¡ãã£ã¢ãå¹æçã«æŽ»çšããããšã§ããã©ã³ãã®èªç¥åºŠåäžãä¿¡é Œæ§ã®åäžãæåŸ ã§ããŸãããããã掻åã®å¹æãæ倧åããããã«ã¯ãå®æçãªåæãšæ¹åãäžå¯æ¬ ã§ãããã®ç« ã§ã¯ãå±éãããæŠç¥ã«ãã£ãŠã¢ãŒã³ãã¡ãã£ã¢ã®äŸ¡å€ãé«ããæ¹æ³ã«ã€ããŠåŠã³ãŸãã
ããŒã¿åæã®åºæ¬
ããŒã¿åæã¯ãã¢ãŒã³ãã¡ãã£ã¢æŽ»çšã®æåã«ãããŠäžå¿ãšãªãèŠçŽ ã§ããããã§èšãããŒã¿åæãšã¯ããœãŒã·ã£ã«ã¡ãã£ã¢ã®ãšã³ã²ãŒãžã¡ã³ãæ°ããŠã§ããµã€ããžã®èšªåè æ°ãã³ã³ãã³ãã®å ±æåæ°ãªã©ãè€æ°ã®ææšã远跡ããåæããããšãæããŸãã
ãŸãã¯ãåãã©ãããã©ãŒã ãæäŸããã¢ããªãã£ã¯ã¹ããŒã«ãçšããŠãåºæ¬çãªããŒã¿åéãéå§ããŸããããšãã°ãFacebook InsightsãGoogle Analyticsãªã©ããããŸãã
次ã«ãåéãããããŒã¿ãå©çšããŠãææãæãé«ãã£ãã³ã³ãã³ãã®ç¹åŸŽããç¹å®ã®ã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã®åå¿ãåæããŸãããããã®åæçµæã¯ãå°æ¥ã®æŠç¥çå®ã®ç€ãšãªããŸãã
å¹æçãªKPIã®èšå®æ¹æ³
KPIïŒéèŠæ¥çžŸè©äŸ¡ææšïŒã®èšå®ã¯ãç®çã«å¯Ÿããããã©ãŒãã³ã¹ã枬å®ããããã«æ¬ ãããŸãããå¹æçãªKPIã¯ãããããã®ãã£ã³ããŒã³ãã¢ã¯ãã£ããã£ãæ確ãªç®æšéæã«ã©ã®çšåºŠå¯äžããŠãããã瀺ããŸãã
è¯ãKPIãèšå®ããããã«ã¯ããŸãçµç¹ã®ç®æšãšé£åããŠããããšãéèŠã§ããäŸãã°ãããŠã§ããµã€ããžã®èšªåè æ°ã®å¢å ããSNSã§ã®èšåæ°ã®å¢å ããªã©ãå ·äœçãªæ°å€ç®æšãå®ããŸãã
KPIã¯å®æçã«èŠçŽããå¿ èŠã«å¿ããŠèª¿æŽããããšãæšå¥šãããŸããåžå Žãã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã®å€åã«å¿ããŠãæé©ãªKPIãå€ããããšãããããã§ãã
ããã©ãŒãã³ã¹æ¹åã®ããã®æŠç¥
ããŒã¿åæãšKPIèšå®ã«åºã¥ããæ¹åæŠç¥ã¯ãã¢ãŒã³ãã¡ãã£ã¢ãæ倧éã«æŽ»çšããäžã§æ¬ ãããŸãããããã©ãŒãã³ã¹ãæ¹åããããã®äžã€ã®ã¢ãããŒãã¯ãA/Bãã¹ãã®å®æœã§ããããã¯ãç°ãªãããŒãžã§ã³ã®ã³ã³ãã³ãããã¹ãããã©ã¡ããããé«ããšã³ã²ãŒãžã¡ã³ããçã¿åºãããæ¯èŒããæ¹æ³ã§ãã
ããã«ããŠãŒã¶ãŒçæã³ã³ãã³ãïŒUGCïŒã®æŽ»çšãå¹æçãªæŠç¥ã®äžã€ã§ãããã¡ã³ããã©ãã¯ãŒãçæããã³ã³ãã³ããç©æ¥µçã«åãå ¥ããããšã§ãã³ãã¥ããã£ã®ãšã³ã²ãŒãžã¡ã³ããé«ããããšãã§ããŸãã
ãŸããã€ã³ãã«ãšã³ãµãŒãšã®ã³ã©ãã¬ãŒã·ã§ã³ãéããŠãæ°ããªãªãŒãã£ãšã³ã¹ã«ãªãŒãããããšãæå¹ã§ããé©åãªã€ã³ãã«ãšã³ãµãŒãéžå®ãããã©ã³ãã®ã¡ãã»ãŒãžãããåºãäŒããããšãå¯èœã«ãªããŸãã
é·æçãªé¢ä¿æ§ç¯ã®çºã®ã¢ãããŒã
ã¢ãŒã³ãã¡ãã£ã¢ã®äŸ¡å€ãæ倧éã«åŒãåºãããã«ã¯ãé¢ä¿æ§ç¯ã«é·æçãªèŠç¹ãæã€ããšãéèŠã§ããããã«ã¯ãæç¶çãªã³ãã¥ãã±ãŒã·ã§ã³ãšããã©ãã¯ãŒãã€ã³ãã«ãšã³ãµãŒãšã®ä¿¡é Œé¢ä¿ã®æ§ç¯ãå«ãŸããŸãã
äžè²«æ§ã®ãããã©ã³ãã¡ãã»ãŒãžãçºä¿¡ãç¶ããããšã§ããã©ãã¯ãŒãšã®ã€ãªããã匷åããŸãããŸããã¬ã®ã¥ã©ãŒãªã¢ããããŒããããŠãŒã¶ãŒã®ãã£ãŒãããã¯ãžã®è¿ éãªå¯Ÿå¿ã¯ããšã³ã²ãŒãžã¡ã³ãã®ç¶æã«æ¬ ãããŸããã
æåŸã«ãã€ã³ãã«ãšã³ãµãŒããã©ãã¯ãŒããã©ã³ãã®âã¢ã³ããµããŒâãšããŠæ±ãããšã§ããã©ã³ããžã®å¿ èª å¿ãè²ãŠãããšãã§ããŸãããããã®é¢ä¿æ§ã倧åã«ããããšã§ãé·æçãªææãžãšã€ãªããã®ã§ãã
å°æ¥çãªãã¬ã³ããšäºæž¬
ããŒã±ãã£ã³ã°æ¥çã®æ°ããªåå
è¿å¹ŽãããŒã±ãã£ã³ã°æ¥çã¯é¡§å®¢ã®ããŒãºãæåŸ ã«è¿ éã«å¿ãããããæ¥ã æ°ããæè¡ãæŠç¥ãåãå ¥ããŠããŸããAIãæ©æ¢°åŠç¿ãªã©ã®é²åã«ãããã¿ãŒã²ãããªãŒãã£ãšã³ã¹ãžã®ã¢ãããŒãæ¹æ³ã倧ããå€ããã€ã€ããã®ã§ãããããã®ãã¯ãããžãŒã¯ãæ¶è²»è ã®æ¯ãèããåæããããããŒãœãã©ã€ãºãããã³ã³ãã³ããæäŸããããšã§ãããŒã±ãã£ã³ã°ã®å¹æãé«ããŠããŸãã
ãŸãããšã³ããžãŒã«é æ ®ããååããµãŒãã¹ãžã®é¢å¿ãé«ãŸã£ãŠããããšããããµã¹ããããªãã£ãéèŠããããŒã±ãã£ã³ã°æŠç¥ã泚ç®ãããŠããŸããäŒæ¥ã¯ããšã³ãã¬ã³ããªãŒãªå§¿å¢ãåé¢ã«åºãããšã§ã顧客ãšã®ä¿¡é Œé¢ä¿ãç¯ãäžãããã©ã³ã䟡å€ãé«ããŠããŸãã
æ¶è²»è ãšã®ã³ãã¥ãã±ãŒã·ã§ã³æ¹æ³ã§ã倧ããªå€åãèŠãããŸããSNSããªã³ã©ã€ã³ãã©ãããã©ãŒã ãäž»æµãšãªã£ãŠããä»æ¥ããã€ã¬ã¯ãã¡ãã»ãŒãžãã€ã³ã¿ã©ã¯ãã£ããªã³ã³ãã³ããéããŠãæ¶è²»è ãšã®è·é¢ãçž®ããæŠç¥ãéèŠèŠãããŠããŸãã
ãã¯ãããžãŒã«ããå€åã®åœ±é¿
ãã¯ãããžãŒã®é²åã¯ãããŒã±ãã£ã³ã°æ¥çã«å€§ããªåœ±é¿ãåãŒããŠããŸããç¹ã«ãAIã®ããæ·±ãçµ±åã«ãã£ãŠã顧客ããŒã¿ã®åæãããŒã±ãã£ã³ã°æŠç¥ã®çå®ãå€§å¹ ã«å¹çåãããŠããŸããããã«ãããåã ã®é¡§å®¢ã«æé©åãããã¡ãã»ãŒãžã³ã°ãåºåé ä¿¡ãå¯èœã«ãªããããé«ãã³ã³ããŒãžã§ã³çãéæããŠããŸãã
ãŸããä»®æ³çŸå®(VR)ãæ¡åŒµçŸå®(AR)ã®ãããªæ°ããªãã¯ãããžãŒãæ°å€ãã®ãã©ã³ãã«åãå ¥ããããŠããããããã¯é¡§å®¢äœéšãåäžãããããã«æŽ»çšãããŠããŸããããšãã°ãååãå®éã«è©Šãåã«ä»®æ³ç©ºéã§äœéšã§ããVRè©Šç宀ãªã©ã¯ããªã³ã©ã€ã³ã·ã§ããã³ã°ã®é åãé«ããäžå ãšãªã£ãŠããŸãã
ããã«ããããã¯ãã§ãŒã³æè¡ãããŒã±ãã£ã³ã°ã«ããããå¯èœæ§ã泚ç®ãããŠããŸããããŒã¿ã®éææ§ãšã»ãã¥ãªãã£ãé«ããããšã§ã顧客ã®ä¿¡é ŒãåŸããããªãããŸãæ°ããªãã€ã€ãªãã£ããã°ã©ã ã®æ§ç¯ãªã©ã«ãå©çšãããŠããŸãã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã®å°æ¥å±æ
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯ãç¹å®ã®ã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã«åœ±é¿ãäžãã人ç©ãéããŠãååããµãŒãã¹ã宣äŒããææ³ãšããŠåºãæ¡çšãããŠããŸããçŸåšããã®ææ³ã¯ãã现ååãããããããªåéã«ç¹åããã€ã³ãã«ãšã³ãµãŒãéèŠèŠãããåŸåã«ãããŸãã
ãã®ãã¬ã³ãã¯ã顧客ãããé¢é£æ§ã®é«ãæ å ±ã補åãæ±ããŠããããšãåæ ããŠããŸãããã®çµæãäŒæ¥ã¯ç¹å®ã®åéã§æš©åšã®ããã€ã³ãã«ãšã³ãµãŒãšé£æºããããšã«ãããããçããå®ããããŒã±ãã£ã³ã°ãå®æœããŠããŸãããã®ã¢ãããŒãã¯ãä¿¡é Œæ§ãé«ãããšã³ã²ãŒãžã¡ã³ããåäžãããããšãããŠããŸãã
ãŸããã€ã³ãã«ãšã³ãµãŒãšã®é·æçãªããŒãããŒã·ãããæ§ç¯ããããšããä»åŸã®ãã¬ã³ããšãªãã§ããããäžéæ§ã®åºåãã£ã³ããŒã³ã§ã¯ãªãããã©ã³ãã®äŸ¡å€ãå ±æããå ±é³Žããã€ã³ãã«ãšã³ãµãŒãšã®é£æºã«ãã£ãŠãããæ·±ã顧客ãšã³ã²ãŒãžã¡ã³ããéæããããšãæåŸ ãããŠããŸãã
ç¶ç¶çãªæé·ãä¿ã€ããã®æŠç¥
æ¥çå ã§ã®ç«¶äºãæ¿åãç¶ããäžããã©ã³ããç¶ç¶çãªæé·ãéæããããã«ã¯ãé©æ°çã§æè»ãªããŒã±ãã£ã³ã°æŠç¥ãäžå¯æ¬ ã§ãã顧客ã®æåŸ ã¯åžžã«å€åããŠããããããã©ã³ãã¯é¡§å®¢ãšã®é¢ä¿ã匷åãããã®å€åã«è¿ éã«å¯Ÿå¿ã§ããããã«ããªããã°ãªããŸããã
ããŒã¿ã®åéãšåæãããã§ãéµãæ¡ããŸãã顧客ããŒã¿ãæ£ç¢ºã«ç解ããããšã§ãåã ã®ããŒãºã«åãããã«ã¹ã¿ãã€ãºããããµãŒãã¹ã補åãæäŸããããšãå¯èœãšãªããŸãããã®ã¢ãããŒãã¯ã顧客æºè¶³åºŠãé«ãããªããŒãè³Œå ¥ã«ç¹ããéèŠãªèŠçŽ ã§ãã
ãŸããããžã¿ã«ãã©ã³ã¹ãã©ãŒã¡ãŒã·ã§ã³ãç©æ¥µçã«é²ããããšããæé·æŠç¥ã®äžç°ãšããŠéèŠã§ãããªã³ã©ã€ã³ãšãªãã©ã€ã³ã®å¢çãè¶ããŠé¡§å®¢äœéšãäžè²«ãããããšã§ã顧客ã®ãšã³ã²ãŒãžã¡ã³ããäžæ®µãšæ·±ããããšãã§ããã®ã§ãããã®ããã«ããŠããã©ã³ãã¯ç¶ç¶çãªæé·ãä¿ã€ããã®åºç€ãç¯ãããšãã§ããŸãã
ãŸãšã
ã¢ãŒã³ãã¡ãã£ã¢ãšã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯ãä»æ¥ã®ããžãã¹ã«ãããŠéèŠãªåœ¹å²ãæãããŸããã¢ãŒã³ãã¡ãã£ã¢ã¯ã第äžè ããã®èªç¶ãªè¯å®çèšåãæããä¿¡é Œæ§ããã©ã³ãèªç¥ã®åäžã«å¯äžããŸããå¯Ÿç §çã«ããªãŠã³ãã¡ãã£ã¢ãšãã€ãã¡ãã£ã¢ã¯ãããããäŒæ¥ãã³ã³ãããŒã«ããã¡ãã£ã¢ãšåºåãéããã¡ãã£ã¢é²åºã§ãã
ã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã¯ã圱é¿åã®ãã人ç©ãšã®åæ¥ãéããã¿ãŒã²ãããªãŒãã£ãšã³ã¹ã«ãªãŒãããææ³ã§ããé©åãªã€ã³ãã«ãšã³ãµãŒã®éžå®ãããå ±åµã³ã³ãã³ãã®éçºããã©ãã¯ãŒã®é¢äžä¿é²ãŸã§ãæŠç¥çã«èšç»ãç«ãŠãããšãæåã®éµã§ãã
ã¢ãŒã³ãã¡ãã£ã¢ãšã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ãçµã¿åãããããšã§ãäŒæ¥ã¯æ倧éã®å¹æãåŸãããšãã§ããŸããç®æšèšå®ããã£ã³ããŒã³äŒç»ãROIæ倧åãã³ã³ãã³ãå ±åµãããŒã¿åæãŸã§ãåã¹ãããã泚ææ·±ãé²ããããšãéèŠã§ãããŸããæ¥çã®ãã¬ã³ãã泚èŠããæè¡ã®é²åãåãå ¥ããããšã§ãæŠç¥ãåžžã«ææ°ã®ãã®ã«ä¿ã€ããšãæ±ããããŸãã
ããžãã¹ããŒãœã³ã®çæ§ãã¢ãŒã³ãã¡ãã£ã¢ãšã€ã³ãã«ãšã³ãµãŒããŒã±ãã£ã³ã°ã掻çšããŠãä»æ¥ã®ããžã¿ã«ããŒã±ãã£ã³ã°ç°å¢ã§ã®ãã©ã³ãæé·ãç®æããŸãããã