Facebook Việt tràn ngập ứng dụng rác, do "kinh doanh"? Minh Dũng | 29/03/2012 - 05:03 Chia sẻ Trong một tháng trở lại đây, các tín đồ Facebook Việt chắc hẳn không khỏi khó chịu khi mỗi lần đăng nhập vào tài khoản lại thấy hàng tá request ứng dụng. Không những thế, trang chủ của người dùng cũng tràn ngập vô số tin cập nhật về những ứng dụng “rác” như Bói – Số điện thoại của bạn nói lên điều gì?, Tên tiếng Anh của bạn và ý nghĩa của nó, ngày sinh của bạn nói gì về bạn… Dẫu bạn có tìm cách chặn ứng dụng và xóa request, ngày mai ứng dụng ấy sẽ tiếp tục xuất hiện trước mặt bạn với nội dung thay đổi đi chút ít. Đơn giản bởi vì không phải chỉ một mà là rất nhiều người đang tìm cách "mua bán" bạn trên Facebook.Thực chất, Facebook Việt dạo gần đây xuất hiện vô số ứng dụng nhảm nhí đến vậy phần nhiều do loại hình kinh doanh “mua fan, bán like” của một số cá nhân và fanpage đang bùng nổ mạnh mẽ. Nhớ lại thời kì những năm 2009 - 2010, các fanpage đình đám trên Facebook như Những câu nói bất hủ, Tạp chí chim lợn…đã phải chật vật tìm kiếm từng nội dung, từng hình ảnh để đạt được số lượng người like vào khoảng 350.000 như hiện nay. Vậy mà chỉ trong vòng một đến hai tháng, các fanpage ít tiếng tăm như Nhịp Sống Trẻ, Siêu hài hước, Đẹp+ đã huy động được lượng fan cực “khủng” hàng trăm ngàn người, thậm chí fanpage Siêu hài hước từ lúc ra mắt tới nay chưa có nổi 10 post đã sở hữu khoảng 724.000 fan, gấp đôi so với công sức mà Những câu nói bất hủ đã dày công gây dựng suốt mấy năm trời. Siêu hài hước đạt 724.000 fan chỉ trong vòng hai tháng. Làm thế nào một fanpage không tên tuổi có được hơn 700.000 lượt like chỉ trong vòng hai tháng? Sở dĩ các fanpage trên có được lượng người like đông đảo trong một thời gian ngắn như vậy là nhờ một loại hình kinh doanh (tạm gọi ngắn gọn là “mua fan, bán like”) mới rộ lên tại cộng đồng Facebook Việt trong thời gian gần đây. Thực chất, việc chào bán lượng like trên Facebook đã xuất hiện từ năm 2010, nhưng chỉ hoạt động âm thầm chứ không bùng nổ mạnh mẽ như thời điểm hiện tại. Đẹp+ sử dụng tới 10 ứng dụng để đẩy lượng like lên tới 574.000. Một cách dễ hiểu nhất, bên mua là các admin của fanpage trên Facebook, họ sẽ trả một số tiền nhất định để mua lượng người hâm mộ (với 5.000 người, 10.000 người hay 100.000 người đều có mức giá nhất định). Bên bán là những nhà lập trình web (hoặc bất cứ ai có khả năng tạo App - ứng dụng trên Facebook), sẽ tạo cho fanpage một hoặc nhiều ứng dụng nhằm “câu like”. Muốn sử dụng App phải like page, nên vô hình chung App sẽ giúp lượng người hâm mộ của một fanpage tăng vọt hàng trăm ngàn lượt like chỉ trong thời gian ngắn một cách hợp pháp. Người hâm mộ được bán với mức giá 200 đồng/người Tại một nhóm mở thảo luận về chủ đề “mua fan, bán like” mang trên Facebook, các bài post về hoạt động mua bán này được thảo luận rất sôi nổi. Tư vấn cho một khách hàng, thành viên Hung… khẳng định: “Xài apps thì trong vòng 1 – 3 ngày, lượng fan tăng cả trăm ngàn là chuyện bình thường”. Theo tìm hiểu, tùy mức độ yêu cầu của khách hàng, giá cả thỏa thuận sẽ khác nhau. Chẳng hạn, một khách hàng muốn fanpage của mình có 700.000 like sẽ phải chạy nhiều ứng dụng song song trong khoảng thời gian 2 tháng, và khoản tiền phải trả vào khoảng trên 80 triệu đồng. Một người bán khác thì đưa ra mức giá 2 triệu đồng cho khoảng 10.000 like, và 10 triệu đồng nếu muốn fanpage có 50.000 like. Tính sơ sơ ra thì mỗi người dùng Facebook sẽ được “bán” với giá dao động từ 100 – 200đồng/người. Nói cho vui thì mỗi lần sử dụng một ứng dụng “rác” trên Facebook, bạn đã bị người khác bán đi và thu về 200 đồng. Một bảng báo giá dịch vụ có từ năm 2010. Về cơ bản, việc tăng fan bằng những ứng dụng đi liền với page có thể không vi phạm quy định của Facebook, nhưng chắc chắn cách này sẽ không nhận được sự ủng hộ của các tín đồ Facebook Việt chân chính. Không biết liệu trong tương lai loại hình kinh doanh siêu lợi nhuận này có thể tồn tại được không, nhưng thực sự nó đang khiến cho người dùng Facebook cực kì khó chịu vì bị “bỏ bom” notification.Nếu bạn cảm thấy khó chịu, hãy chia sẻ các bài viết về tác hại của loại hình kinh doanh này tới bạn bè để họ hiểu rõ. Đôi khi bạn bè của bạn chỉ vì ham vui, thấy ứng dụng hay hay nên kích vào mà không biết rõ họ đang âm thầm trao bản thân cho các ông trùm "mua fan, bán like" và "xả rác" trên tường cũng như notification của người quen. http://genk.vn/c194n20120329034910740/facebook-viet-tr224n-ngap-ung-dung-r225c-do-quotkinh-doanhquot.chn
http://www.pamorama.net/2011/01/30/65-terrific-social-media-infographics/
http://forum.digitalmarketing.vn/threads/90-Social-Media-voi-Facebook-Phan-8-News-Feed-Optimization
source: http://www.compukol.com/blog/the-psychology-behind-social-media/
Psychology plays an important role in social media’s success and it is influencing how business owners are using the various social media channels to market their products and services.
Because it is still in its infancy, people don’t fully understand social media’s capabilities yet. You might ask, from a psychological perspective, what people are looking for in social media.
People react to content that touches them on an emotional and/or personal level. If you make sure to offer content that is arranged in a format that is easy to follow, presented clearly and logically and has emotional elements, people will pay attention and will want to continue engaging. Using content that is relevant and has a personal feel to it is a very intelligent choice when it comes to your online marketing campaign.
· Acknowledgement: All people want to be acknowledged. When it comes to acknowledgement through social media, people want others to recognize that they are thinking and acting in a cutting-edge manner. They also want to feel that they are part of the social media community. It is critical that you acknowledge each and every person with whom you have a connection through social media. That is part of the foundation that you will be laying for your business through your social media marketing strategy.
· Paying attention: After people feel satisfied that they have been acknowledged, they want other people to pay attention to them. The way in which you pay attention to others does not have to be complicated or time-consuming. It can be as short and simple as a tweet or a short message on the person’s Facebook wall. This sets the foundation for ongoing, engaging discussions that will hopefully go on for a long time. From a marketing perspective, your business will never be a success without conversations with other members of your online communities.
· Approval: Approval is an essential part of your interactions with your potential and current customers. When they begin connecting through social media, many people really know very little about what to do and how to engage others. If you express approval of what they have to say and make them understand that there is value in what they are contributing, your relationship will continue to get stronger and stronger.
· Appreciation: All people love to be appreciated. It is no different for the people with whom you have relationships in social media. Not only do you need to express appreciation for your customers but you also need to express appreciation for your potential customers. Remember to pay close attention to what is important to them and try to help them find a solution to their problems.
· Assurance: Making others feel assured is very important. People need to understand that they are saying and doing the correct thing on social media. They need to understand that their communications are accurate and appropriate. This is a very critical step in your social media marketing strategy. You are creating a feeling that if people make the fortunate decision to do business with you, that you will be there for them in whatever way they need you to be.
· Acclamation: Who doesn’t love to see their name in lights? It is very important to give acclamation to your potential customers and current customers. Through your communication in social media, you can show acclaim by highlighting them in discussions with other people and forwarding their words to others and you can respond to them (and include other people in the discussion) so that they understand that you find value in what they say and think.
· Being a part of the group: One of the main reasons that people decide to connect with others on social media channels is to have a sense of belonging to a community. They want to feel that they are an important part of a valuable group. When you focus your social media marketing campaign on your target audience, your approach should be simple. You need to include them in your communications, invite them to be a part of your relevant and appropriate online communities, ask them to share their knowledge and opinions and engage them in discussions as often as possible.
This will make them feel that they are considered important and they will want to not only be a member of the group but they will be excited about being a contributing member of the group. You will be giving the people the feeling that they are valued and that you want them to be involved in what you are doing.
Conclusion
If you approach your social media marketing campaign from a psychological angle, you will see that people respond to your business offerings and to you as an individual. You will see that they will gladly spread the word about your products and services as well as your expertise in your niche. People will be speaking about you and on your behalf before you know it and that, of course, brings you another step closer to great success.
How to use PR Firms at Startups
by Mark Suster on January 23, 2011
One of the most frequent questions entrepreneurs ask about when they raise a little bit of money or are getting close to launching their first product is whether they should hire a PR firm. <http://www.bothsidesofthetable.com/wp-content/uploads/2011/01/PR-Woman.jpg> There is obviously no black-or-white answer, but I’ve tried everything from working a large international agency, to hiring in-house people to doing it myself. This post is a short guide to what I’ve learned:
1. PR is a process, not an event - For starters let me say that you shouldn’t do PR around milestones. It’s a continual process. You need to take months & years to build relationships with journalists. You help them on stories, act as a source, develop real relationships, read their stories and eventually when you have news they’re more willing to have a conversation. They get pitched by so many blowhards that more genuine people who aren’t in it for just a story stand out from the crowd. I wrote about how to build relationships with journalists in this post. <http://www.bothsidesofthetable.com/2010/03/22/6-tips-to-building-relationships-with-journalists/>
2. PR isn’t something that can be delegated – The other thing that tech execs often want to do is to delegate the PR to their marketing person. Obviously you should have somebody that helps you research journalists, gets you meetings, pitches stories, helps prep you for interviews & helps make sure your writing is cogent. But some CEOs then try to have more junior people in the company take the interview. In a startup this is a mistake. Heck, even in a big, successful company like Salesforce.com the CEO, Marc Benioff, still takes many of the interviews himself.
The reality is that a journalist who’s writing a story about you – a relatively unknown entity – wants to hear directly from the founders and/or the CEO. You have to learn how to interact with journalists, understand how to do interviews, understand how to frame a story and get comfortable with the fact that if you want PR coverage you’re going to have to dedicate a non-trivial amount of time to it.
I was talking a month ago with a founding team who was lamenting the fact that their competitors got way better coverage than they did when they felt that their traffic numbers were > 2x the competition. I pointed out the fact that they only ever talked to the press when the had an announcement and that it was a continual process. They seemed to understand what I was saying but not be interested in putting in the effort. Their competitors took it seriously. And as a result their competitors were able to raise a considerable VC round from well-known firms.
3. PR on a limited budget – So, should you use an external firm? Let’s say you’ve raised only a modest sum of money (sub $2 million) yet you still want to get coverage. In this instance I typically recommend that startups NOT hire a big, well-known PR firm. My rationale is that you won’t have enough budget to be able to get enough of the senior team’s focus.
All too often I’ve seen senior PR people from big firms come in and pitch for new business to startups while having 22 year-olds who do all the work once it’s won. And even then this newly minted college graduate will be working on multiple clients at the same time. They don’t have enough billable hours to be able to really understand what you do or effectively pitch it. Plus, with so many other clients they will likely be pitching a journalist several stories.
If you feel you need outside help I recommend either going with a small firm local to you or an individual who is working as their own agency. You need somebody for whom your business is important enough for them to care about the results (and they’re obviously hoping you’ll grow and become more successful). Actually, this is usually the same advice I give people about recruiters, accountants, lawyers and similar trade professionals.
There is one carve out. There are some excellent PR firms that will occasionally take a “strategic view” on you as a startup. Maybe they think you have a terrific background & solid investors so they’re betting you’ll become a big deal and they want to get in early. I’ve seen this model work really successfully for others. But generally I think it’s best to go small until you become larger and have larger budgets for PR.
One successful model has been to find the uber-connected people who led the shift in PR from traditional to social media – people like Brian Solis <http://www.briansolis.com/> or Shel Israel - and work with them to drive extraordinary results relative to costs. There are a few people out there with these skills but they’re in great demand. And I know that Brian has a much broader practice now covering research, business strategy & change management.
4. PR in house – Equally I often recommend that teams hire somebody in-house. You can do this by hiring somebody who has multiple functions of which one is PR, hiring an intern who has PR experience, hiring a consultant 2 days / week or hiring somebody full time. Obviously this is dependent upon available budgets.
But as I often tell teams, working with an agency (in whatever capacity) is mostly a waste if you don’t have somebody on the inside of your company who is working closely with the outside firm. You need somebody who is helping push out information on what is up-and-coming in the company. You need somebody who can react quickly to inbound journalist questions. You need somebody who is thinking laterally about how to creatively get extra attention at conferences or trade-shows. You need somebody who REALLY understands your company, its customers and its competitors. And you need somebody who is committed to keeping up your presence in blogs, social media and other online forums.
At almost every portfolio company I work with I encourage them to think hard about hiring internal PR staff. In my opinion it’s worth its weight in gold. Whether we like to admit it or not, PR drives behavior with customers, investors, employees and competition. What is said about you publicly matters. And one of my favorite sayings about PR is, “if you don’t define the story about you, somebody else will.” I believe in a good offense.
5. PR with a major firm – Once your business is scaling and you have the money to pay for a major agency I personally can’t think of any marketing budget that is more effective. A great PR firm coupled with a business that is doing meaningful things is golden. It’s the best marketing ROI in my opinion. The ability to get inches in major journals (NY Times, WSJ, The Economist) as well as your industry trade journals and tech blogs in invaluable. I can’t overstate how important it is in shaping influencers. The number of stories that I have in my career about a senior executive who read about a company in a magazine on a flight, clipped the article and then followed up directly are numerous.
And when you work with an external PR firm you can’t keep them on a short leash, trying to measure their immediate impact one whether they got you X number of articles or Y numbers of inches. It will take them time to know your company, socialize your story with the right journalists, wait until those journalists are gearing up to write relevant stories, etc. You need to have a longer-term view on PR results.
Some final thoughts on PR
1. Be authentic – Nobody likes being spun. Nobody likes talking to a robotron who spews out corporate BS again & again like a politician on a Sunday morning talk show avoiding the questions. Talk like a human. Give real answers. Show a sense of humor and humility. I notice, for example, that some CEO’s on Twitter never do anything but parrot their companies news. I find this so inauthentic. And then others will send out company info but occasionally show a human side. Always more appealing. That’s why keeping a personal blog is so great.
2. Have a point-of-view – Too many senior executives are risk averse when it comes to talking with the press so they tend to either be milquetoast in their responses or sit on the fence. That’s fine if you’re a senior exec at Apple – you’ll get inches anyways. But for you as a startup you need to have a point-of-view on topics. You need to be wiling to take risks and be out-on-a-limb with your views. I’m not talking about being aggressive against companies, disparaging people or saying inappropriate things to get covered. I see too many people who do that. But be willing to have an informed view about – GroupOn, Google doing social networking, whether apps is a better metaphor than browsers, whether Quora is really a transformational product – whatever! In doesn’t have to be these cliched topics – you just have to have & express opinions.
3. Don’t cry wolf - There are companies who send press releases every time they launch anything – practically putting out press releases announcing they fixed a bunch of bugs. And then when they have substantive news they’re surprised that nobody takes it seriously. Make sure you’re not spewing out meaningless reams of press releases. It’s OK to push out extra ones on your website or blog. It’s OK to produce a lot and then selectively push them out via different news sources. Just don’t spam people. Or when you send the good stuff it will get lost in the sauce.
4. Get media training - One of the most useful exercises I did with a major agency was “media training” where they taught me how to do interviews & how to handle TV. It was invaluable and has shaped my press interviews ever since.
I’m the kind of person who likes to answer every question in detail. I feel it’s my duty to respond to every question and make sure the person asking understands my answer. The problem with this in interviews is that you can take an interview totally off course of the journalists asks questions that aren’t relevant to your story. Media training helped me figure out how to keep interviews on track and focused on the story I’m trying to communicate. They taught me to keep things simple and repeat the key points to make sure that they come across.
Thank you to Nathan Lustig <http://twitter.com/#%21/nathanlustig> who reminded me to included this by writing his excellent commentary here in the comments section <http://www.bothsidesofthetable.com/2011/01/23/how-to-use-pr-firms-at-startups/#comment-133744304> , the key points of which are:
“We hired a PR firm to help us for about 2 months around our launch. They helped us get some good stories, but their biggest value add to me was that they gave my cofounder and me media training and actionable feedback.
They gave us a few mock interviews, helped us distill our 8-10 big points into the three most important that would interest journalists most and then listened to us giving our for 5-6 interviews. Then we did “after action reports” where the person who listened in told us what we did well and where we sucked.”
This is some of the most valuable knowledge you will acquire the first time you work with a PR firm.
Best regards,
Le Quoc Vinh
Chairman & CEO
Le Group (Holdings) Corp.
Le Media Joint Stock Company (Le Media)
Le & Brothers Limited (Le Bros)
Fansipan Media Corporation (Fansipan TV|VCTV1)
Add: 162 Phuong Liet Street, Hanoi, Vietnam | Tel: (+84.4) 38689568 | Fax: (+84.4) 38689569 | Email: [email protected]; [email protected]
Websites: www.lemediavn.com | www.lebrothers.com | www.tops.vn | www.dep.com.vn | men.tops.vn | www.vietnamplus.vn
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