Wopambana wamkulu padziko lonse akalumikizidwa ndi mtundu wanu, omvera a Swifties amazindikira. Kodi mwakonzeka?
Taylor Swift ndiye woimba komanso wolemba nyimbo komanso wodziwika bwino kwambiri pamakampani opanga nyimbo. Chilichonse chomwe amakhudza chikuwoneka kuti chikupita patsogolo pama chart, ndipo ulendo wa Eras wopitilira muyeso umabweretsa mazana mamiliyoni a madola kumzinda uliwonse womwe amasewera.
Kulimbikitsidwa kwa Eras Tour sikungogulitsa matikiti, mwina. Kaya anajambulidwa akudya pamalo enaake, atavala zovala, kapena kupita ku Melbourne Zoo – komwe Swift’s Eras Tour imapita, zovuta zachuma zimatsatira.
Monga apainiya a ROI, tidaganiza zoyesa momwe Swift amakhudzira momwe ma brand amakambitsirana pazama TV. Tidagwiritsa ntchito zida zathu zomvera anthu kuti titsatire “Taylor Swift Effect” munthawi yeniyeni, ndikuwulula momwe zolimbikitsira izi kuchokera kwa mafani ake odzipereka zingasinthe mabizinesi ang’onoang’ono kukhala malo otentha kwambiri.
Tiyeni tibwereze chinsalu ndikuwona momwe Taylor Swift ndi Swifties ake angakhudzire mtengo wamtundu, malingaliro, kuzindikira, ndi chikhalidwe cha ROI.
Mawu ofunikira
- Zotsatira amatanthauza kuchuluka kwa zolemba zapa media zomwe zimatchula mawu ofunika kwambiri. Sikuti ndi kangati mawu ofunikira adagwiritsidwa ntchito (mwachitsanzo, positi yomwe imatchulapo za “Taylor” kasanu ikadali yofanana ndi chotsatira chimodzi).
- Social Media ROI imayesa mtengo womwe bizinesi yanu imapeza kuchokera nthawi, ndalama, ndi khama lomwe mumagwiritsa ntchito pakutsatsa kwapa media. Zimawonetsa ngati kuyesayesa kwanu kukukuthandizani kukwaniritsa zolinga monga kugulitsa, kukulitsa chinkhoswe, kapena kupanga mtundu wanu. Social ROI ikhoza kuwerengedwa pogwiritsa ntchito chida chaulere cha Moyens I/O.
- Pomvetsera anthu, maganizo amayesa kuchuluka kwa mawu abwino kapena oyipa omwe amawonekera pakusaka. Mawu osakira omwe tidagwiritsa ntchito pakuwunikaku anali Taylor Swift, Taylor, Super Bowl, NFL, Little Lies, FAZIT, Gitter Freckles, Green Velvet Dress, ndi Usher.
- Net maganizo ndi kusiyana pakati pa malingaliro abwino ndi oipa. Mwachitsanzo, ngati 50% ya zolemba pamutu zili zabwino ndipo 75% ndizolakwika, malingaliro onse ndi -25%. Malingaliro olakwika akuwonetsa kuti malingaliro olakwika amaposa malingaliro abwino.
Momwe ma brand adachokera ku 0 mpaka 100 mu Fortnight yokha
Diso lachangu la Taylor Swift pamayendedwe adapangitsa kuti mitundu ina ichuluke kwambiri munthawi yake. Tengani diresi lobiriwira la velvet kuchokera ku Little Lies lomwe Swift adajambulidwa mu Januware watha.
Usiku umodzi wokha, malo ogulitsira ang’onoang’ono okhala ku Scotland sanangopeza zotsatira 400+ pazama TV, koma zokambirana za Taylor za “mavalidwe obiriwira a velvet” zidaphulika.
(“Zotsatira” apa zikulozera ku ma post omwe akutchula mawu ofunika kwambiri. Nthawi zisanu zotchula chovala cha Taylor ndi zotsatira zisanu, pamene positi imodzi yotchula chovala cha Taylor kakhumi ndi chotsatira chimodzi.)
Chiwombankhangacho chinali pafupi nthawi yomweyo. Swift fandom yokhala ndi maso a chiwombankhanga – ndi maakaunti ochezera a pa TV omwe amatsatiridwa ndi zovala zilizonse zomwe adajambulidwapo – zidapangitsa kuti pakhale ndemanga zambiri zapaintaneti za kavalidwe ka Little Lies, kusaka ndikuyendetsa masewera pomwe mafani adathamangira kutsata kavalidwe.
“Mkhalidwe wama virus wa nkhaniyi udatanthauza kuti tsamba lathu komanso malo ochezera a pa Intaneti adalumikizidwa kuchokera patsamba lodziwika bwino komanso lodziwika bwino, mabulogu, ndi maakaunti azama TV – ma backlinks omwe ali ngati fumbi lagolide!” Anatero nthumwi yochokera ku Little Lies.
“Zinatanthawuza kuti ndi kuchuluka kwa magalimoto komanso kuyang’ana kwambiri zomwe tili nazo, tawona kuwonjezeka kwachangu – makamaka pazolemba za Taylor Swift mphindi.”
M’malo mwake, mwiniwake wa Little Lies, Jade Robinson, adauza The Times kuti chovalachi chidagulitsidwa nthawi yomweyo Taylor atawoneka atavala. Ngakhale miyezi iwiri pambuyo pake, zochitika zamasewera zidakhalabe 6900% kuposa manambala amtundu wa pre-Taylor.
Zotsatira zake sizinayime pakugulitsa. Mabodza Ang’onoang’ono adanenanso kuti Taylor Swift Effect adawalolanso kuwongolera njira zawo zama media.
“Zomwe Taylor Swift Effect wachita zatipatsa mwayi woti titenge nthawi kuti tinene nkhani yathu,” adatero mtunduwo. “Tinali ndi kuchuluka kwa malonda, zomwe zidatipatsa njira yochepetsera ndalama, kutanthauza kuti malo athu ochezera a pa Intaneti samayenera kukhala ‘zogulitsa’ kwambiri.”
“Tinachedwetsa ndikulankhula ndi otsatira athu za zomwe timakonda monga mtundu, komanso ulendo wa chitukuko chathu – izi zapangitsa kuti omvera azikhala otanganidwa kwambiri. Anthu akufuna nkhani, safuna kugulitsidwa.”
Mukuganiza kuti mtundu wanu ukhoza kukhala chisankho chotsatira cha Taylor? Kutsata kuchuluka kwa zomwe zatchulidwa za mtundu wanu (ndi mawu ake ofunikira) kungakupatseni chidziwitso kuti kuchuluka kwa anthu omwe akuwonongeka pamasamba kungakhale kubwera.
Ndizo ndendende zomwe zidachitikira Fazit Taylor Swift atavala zonyezimira zonyezimira pamasewera a Kansas City Chiefs m’dzinja wapitawu.
Zotsatira za “Fazit,” “glitter freckles,” ndi “Taylor Swift freckles” zidakwera mpaka 9,000 pa tsiku limodzi pambuyo poti sleuthing Swifties adavumbulutsa mtundu womwe udapanga mabala a Taylor.
M’maola ochepa, Fazit adauza WWD kuti New Heights of traffic kupita patsamba lawo idakwera ndi 1,000% kuwonjezeka kwa alendo atsopano.
Ndipo monga momwe zinalili ndi Mabodza Aang’ono, ngakhale chiwonjezeko choyambirira chitatha, zochitika zamagulu a Fazit zidapitilirabe – kukwezeka 10,800% kuposa momwe Taylor adawonekera kale akusewera mabala.
Super Bowl 2024: Omvera atsopano a Mzera Wambiri Waku America Womaliza
Taylor Swift Effect sikuti amangowonjezera chidziwitso chamtundu ndi malonda. Kwa mitundu ina, kuvomerezedwa ndi Taylor kumatha kuwathandiza kukulitsa chidwi chawo kwa omvera atsopano komanso kuchuluka kwa anthu. (Ngakhale dzina lanu litayimba ndi Latty Pealy.)
Inde, sitingathe kulankhula za Taylor Swift Effect popanda kutchula kugwirizana kwake ku NFL – kupyolera mwa chibwenzi chake, Travis Kelce, mapeto olimba a Kansas City Chiefs.
Kulumikizana uku kumapangitsa chimodzi mwazochita zazikulu kwambiri za Taylor Swift: kupeza magulu aakazi achichepere kuti aziyimba mu NFL Lamlungu lililonse kwa zaka ziwiri zapitazi. Mafumu atapita ku Super Bowl mu 2024, Swifties adatsatira.
Ngakhale Swift adangowonekera kwa mphindi imodzi yokha pa Super Bowl ya 2024, idakhala Super Bowl yowonedwa kwambiri nthawi zonse, ndi owonera 123 miliyoni akuyang’ana.
Ndipo ngati mungafananize macheza ochezera a pawailesi pa Super Bowl motsutsana ndi Taylor Swift NDI Super Bowl, zotsatira zake ndi zomveka: pafupifupi 20% yazolemba zonse zamasewerawa zitha kukhala chifukwa cha gulu la Swift’s Swifties lomwe likuyang’ana kuti awone “The Alchemy” kusewera m’moyo weniweni.
M’malo mwake, ngakhale atakhala ndi nthawi yochepa yowonera Swift, adapeza zotuluka 150,00 zapa social media kuposa momwe Usher adachitira pawonetsero wake wa theka la mphindi 15:
Pothetsa zokambirana za anthu, zopitilira 57% yazolemba zonse za Taylor Swift ndi Super Bowl zidachokera kwa azimayi, ambiri osakwanitsa zaka 30.
Ngakhale owonera a NFL akuwonetsa izi, azimayi 9% ochulukirapo omwe amasewera masewerawa mu 2024 kuposa 2024.
Mukadandiuza ma screen onse akale Akhala akusewera mpira chaka chimodzi ndi theka lapitalo ndikanakusekani tsopano tili pano. pic.twitter.com/7R2X7YYG1H
– aya adawona Taylor| fan acc. (@imalltoowell) October 20, 2024
Ndipo ndi masewera a Taylor akukhamukira a Chiefs amakhala paziwonetsero zake za Eras Tour, titha kuyembekezera kuti chiwerengerochi chichuluke mu 2025.
Social ROI: Zimakhala bwanji kudzitamandira ndi madola?
Zikafika pamachitidwe ochezera a pawebusaiti, funso loyaka moto m’malingaliro ambiri ndilakuti ngati buzz ikhoza kutheka. Mukufuna kudziwa ROI yongopeka yomwe mungawone ngati Taylor Swift atuluka atavala kapena kugwiritsa ntchito malonda anu? Chowerengera chathu chaulere chapa media media chikhoza kukuwonetsani.
Tinene kuti Taylor Swift amawonedwa ndi malonda anu, ndipo tsiku lotsatira, mumalandira maulendo 13,000 patsamba lanu la Facebook. Mwa maulendo ochezera a 13,000, 13% ya anthu amapita kutsamba lanu. Kuchokera kumeneko, 13% ya alendo omwe ali pamasambawa amaguladi, ndi mtengo wapakati wa $130.
Tiyerekeze kuti simunamulipire Taylor kuti avomereze malonda anu ndipo simukudziwa momwe adadziwira za mtundu wanu. Izi zikutanthauza kuti ndalama zanu zolumikizidwa ndi The Taylor Effect ndi ziro *.
ROI yanu kuchokera ku Taylor Swift Effect ndi $28,561.
Pitilizani kusewera ndi manambala nokha pogwiritsa ntchito Calculator yathu yaulere ya Social Media ROI (Taylor’s Version )!
Zachidziwikire, ngati mukugwira ntchito molimbika ndi olimbikitsa mwanjira yofananira, inu adzatero kukhala ndi mtengo wokhudzana, kotero chowerengera ichi chikhala chothandiza kwambiri.
Mukatha kupangitsa kuti Taylor Swift azindikire mtundu wanu, zomwe muyenera kuchita ndikuwonetsetsa kuti muli ndi zowerengera kuti mukwaniritse kuchuluka kwa maoda.
*Tikutengera ndalama zokwana $0 pa kampeni yapaderayi. Mwachiwonekere, muyenera kukhala ndi mtundu wina wamalonda wa Taylor Swift kuti muwone malonda anu poyamba, kuti ndalama zanu zenizeni zikhale zoposa $0.
Mtundu wanu ndi Taylor Swift: Nkhani Yachikondi?
Tivomereza kuti mgwirizano waumwini ndi Taylor Swift ukhoza kukhala pamlingo womwe mabizinesi ambiri sangathe kuupeza.
Ngakhale ma brand ena akuluakulu, monga Apple ndi Capital One, amatha kugwira naye ntchito kuti apange chikoka pamitundu yawo ndi zinthu zawo, makampani ambiri amangoyembekezera kuti malonda awo akukhudzidwa mwachindunji ndi Taylor Swift.
Koma sizikutanthauza kuti mtundu wanu sungathe kugwiritsa ntchito mphamvu za mafani a Taylor Swift, chikhalidwe cha pop, mafani ena ofunikira, ndi omwe amakulimbikitsani mkati mwa niche yanu kuti muwonjezere chidziwitso chamtundu wanu pazama media.
Tengani positi iyi ya Instagram yolembedwa ndi Stats Canada, yomwe imagwiritsa ntchito maumboni a Taylor Swift kuti awonetse zofunikira m’njira yosangalatsa komanso yochititsa chidwi. Zomwe zili ngati izi ndizaulemu komanso zosangalatsa kwa Swifties, ndipo ndemanga zimatsimikizira!
Malangizo athu abwino kwa inu? Ngati muli ndi mwayi wokopa chidwi cha Swift, mutha kubetcha kuti mafani ake amatsatira. Kupanga zokhutira zomwe zimamvetsetsa Swifties ndi Taylor ndiye chinsinsi chakuchita bwino.
Ndipo ngati mukufunadi kupita patsogolo, khalani ndi Swiftie (tikudziwa kuti muli ndi imodzi) akuthandizeni popanga zotsatsa za Taylor Swift.
Zolemba za mkonzi: Palibe mazira a Isitala okhudza Mbiri TV mkati mwabulogu iyi.
