{"id":4580,"date":"2023-07-31T10:08:57","date_gmt":"2023-07-31T08:08:57","guid":{"rendered":"https:\/\/prodblog.wenet.pl\/?p=4580"},"modified":"2023-08-30T16:19:11","modified_gmt":"2023-08-30T14:19:11","slug":"real-time-marketing-jakich-bledow-nie-popelniac","status":"publish","type":"post","link":"https:\/\/wenet.pl\/blog\/real-time-marketing-jakich-bledow-nie-popelniac\/","title":{"rendered":"Real Time Marketing \u2013 jakich b\u0142\u0119d\u00f3w nie pope\u0142ni\u0107?"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1080\" height=\"720\" data-src=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/real-time-marketing-min-1.jpg\" alt=\"real time marketing\" class=\"wp-image-8693 colorbox-4580 lazyload\" data-srcset=\"https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/real-time-marketing-min-1.jpg 1080w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/real-time-marketing-min-1-450x300.jpg 450w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/real-time-marketing-min-1-200x133.jpg 200w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/real-time-marketing-min-1-768x512.jpg 768w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/real-time-marketing-min-1-696x464.jpg 696w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/real-time-marketing-min-1-1068x712.jpg 1068w, https:\/\/wenet.pl\/blog\/wp-content\/uploads\/2023\/08\/real-time-marketing-min-1-630x420.jpg 630w\" data-sizes=\"(max-width: 1080px) 100vw, 1080px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1080px; --smush-placeholder-aspect-ratio: 1080\/720;\" \/><\/figure>\n\n\n\n<p><strong>Bie\u017c\u0105ce wydarzenia mog\u0105 w okre\u015blonych okoliczno\u015bciach by\u0107 albo przyczynkiem do kryzysu wizerunkowego, albo odskoczni\u0105 do sukcesu firmy. Dlatego zwracaj uwag\u0119 na to, co dzieje si\u0119 w przestrzeni publicznej w og\u00f3le, regularnie sprawdzaj trendy w Internecie i monitoruj rodzaj komunikat\u00f3w wysy\u0142anych na w\u0142asnej stronie internetowej czy w Social Mediach firmy oraz przekaz zwrotny p\u0142yn\u0105cy od odbiorc\u00f3w. Interakcja mi\u0119dzy tymi dzia\u0142aniami i dostosowanie do nich na bie\u017c\u0105co komunikacji marketingowej firmy nosi nazw\u0119 Real Time Marketingu. Dzi\u015b zastanawiamy si\u0119, jakich b\u0142\u0119d\u00f3w nie chcesz pope\u0142ni\u0107 w komunikacji w czasie rzeczywistym.<\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Spis tre\u015bci<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Prze\u0142\u0105cznik Spisu Tre\u015bci\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/wenet.pl\/blog\/real-time-marketing-jakich-bledow-nie-popelniac\/#Podstawy_RTM_czyli_gdzie_zaczac_Definicja_Real-Time_Marketingu\" >Podstawy RTM, czyli gdzie zacz\u0105\u0107? Definicja Real-Time Marketingu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/wenet.pl\/blog\/real-time-marketing-jakich-bledow-nie-popelniac\/#Jakie_sa_zasady_Real-Time_Marketingu\" >Jakie s\u0105 zasady Real-Time Marketingu?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/wenet.pl\/blog\/real-time-marketing-jakich-bledow-nie-popelniac\/#_Jakie_sa_zalety_Real-Time_Marketingu\" >&nbsp;Jakie s\u0105 zalety Real-Time Marketingu?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/wenet.pl\/blog\/real-time-marketing-jakich-bledow-nie-popelniac\/#Jakie_sa_kanaly_komunikacyjne_RTM\" >Jakie s\u0105 kana\u0142y komunikacyjne RTM?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/wenet.pl\/blog\/real-time-marketing-jakich-bledow-nie-popelniac\/#Real_Time_Marketing_czyli_co_moze_pojsc_nie_tak_Dzialania_Real-Time_Marketingu\" >Real Time Marketing, czyli co mo\u017ce p\u00f3j\u015b\u0107 nie tak? Dzia\u0142ania Real-Time Marketingu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/wenet.pl\/blog\/real-time-marketing-jakich-bledow-nie-popelniac\/#Charakter_wydarzenia_wykorzystanego_do_RTM_Przyklady_Real-Time_Marketingu\" >Charakter wydarzenia wykorzystanego do RTM. Przyk\u0142ady Real-Time Marketingu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/wenet.pl\/blog\/real-time-marketing-jakich-bledow-nie-popelniac\/#Real-Time_Marketing_Jak_szybko_wywolac_oburzenie\" >Real-Time Marketing. Jak szybko wywo\u0142a\u0107 oburzenie?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/wenet.pl\/blog\/real-time-marketing-jakich-bledow-nie-popelniac\/#Skuteczny_marketing_%E2%80%93_jakie_sa_najczestsze_bledy\" >Skuteczny marketing &#8211; jakie s\u0105 najcz\u0119stsze b\u0142\u0119dy?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/wenet.pl\/blog\/real-time-marketing-jakich-bledow-nie-popelniac\/#Jak_postepowac_w_kryzysie\" >Jak post\u0119powa\u0107 w kryzysie?<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Podstawy_RTM_czyli_gdzie_zaczac_Definicja_Real-Time_Marketingu\"><\/span><strong>Podstawy RTM, czyli gdzie zacz\u0105\u0107? Definicja Real-Time Marketingu<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Najwa\u017cniejszym elementem <strong>Real Time Marketingu <\/strong>(dalej jako RTM) jest regularnie podtrzymywana interakcja z internautami, bo to dzi\u0119ki niej komunikat dociera do coraz szerszej grupy odbiorc\u00f3w. Je\u015bli do tego jest w\u0142a\u015bciwie skonstruowany, to trafia bezpo\u015brednio do <a href=\"https:\/\/wenet.pl\/blog\/docelowa-grupa-odbiorcow-jak-ja-okreslic\/\">grupy docelowej<\/a> i potem do sieci jej znajomych, obserwuj\u0105cych itp. \u015awiat Internetu \u017cyje dzi\u015b w praktyce od newsu do newsu, a internauci s\u0105 w nieustannym pod\u0142\u0105czeniu i bezpo\u015brednio reaguj\u0105 na odbierane wiadomo\u015bci. Dobrze wykorzystany news, wydarzenie ze \u015bwiata kultury, sportu czy nawet polityki z do\u0142\u0105czon\u0105, przemy\u015blan\u0105 informacj\u0105 marketingow\u0105 mo\u017ce si\u0119 wi\u0119c rozej\u015b\u0107 bardzo szybko i dotrze\u0107 bardzo daleko poza grup\u0119, kt\u00f3r\u0105 wybra\u0142e\u015b na odbiorc\u00f3w.<\/p>\n\n\n\n<p>Wiesz ju\u017c, jaka jest <strong>definicja Real-Time Marketingu<\/strong>.<\/p>\n\n\n\n<p>Do skutecznego prowadzenia <strong>RTM <\/strong>b\u0119dziesz potrzebowa\u0107 planu, w sk\u0142ad kt\u00f3rego wchodz\u0105 4 kluczowe komponenty:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>trigger (wyzwalacz) \u2013 informacja o jakim charakterze b\u0119dzie dobrym no\u015bnikiem dla Twojego przekazu marketingowego,<\/li>\n\n\n\n<li>odbiorcy komunikatu \u2013 <a href=\"https:\/\/wenet.pl\/blog\/docelowa-grupa-odbiorcow-jak-ja-okreslic\/\">grupa docelowa<\/a>, do kt\u00f3rej potrzeb musisz dobra\u0107 charakter i metody komunikacji, np. mieszka\u0144cy okre\u015blonych lokalizacji, klienci zainteresowani niszowym produktem, oczekuj\u0105cy na powr\u00f3t danego towaru do oferty, ewentualnie wyszukuj\u0105cy informacje przy u\u017cyciu odpowiednich s\u0142\u00f3w kluczowych,<\/li>\n\n\n\n<li>metoda \u2013 spos\u00f3b komunikacji, kt\u00f3ry wykorzysta Twoja kampania, np. e-mail, Social Media, SMS lub Messenger, nierzadko te\u017c blog znajduj\u0105cy si\u0119 na stronie firmowej. Do tej grupy nale\u017cy tak\u017ce zakres wykorzystanych materia\u0142\u00f3w \u2013 grafiki, GIF-y, video, #hashtagi, marketing wirusowy, MEM-y itp.,<\/li>\n\n\n\n<li>cel Twoich dzia\u0142a\u0144 \u2013 okre\u015blasz, co chcesz osi\u0105gn\u0105\u0107 poprzez wdro\u017cone dzia\u0142ania \u2013 zwi\u0119kszenie obrot\u00f3w, wi\u0119ksza rozpoznawalno\u015b\u0107 marki, wzrost zaanga\u017cowania klienckiego itd.<\/li>\n<\/ul>\n\n\n\n<p>Zalet\u0105 dobrze poprowadzonego RTM jest przede wszystkim uchwycenie uwagi internaut\u00f3w, co w dobie wci\u0105\u017c skracaj\u0105cej si\u0119 d\u0142ugo\u015bci skupienia na komunikacie jest nie\u0142atwe. Wyzwaniem jest przekazanie wiadomo\u015bci, kt\u00f3rej skuteczno\u015b\u0107 b\u0119dzie mierzalna i d\u0142ugotrwa\u0142a. Osi\u0105gni\u0119cie takiego celu jest oczywi\u015bcie realne, ale trzeba skroi\u0107 metody stosownie do w\u0142a\u015bciwych ludzi i uruchomi\u0107 kampani\u0119 w odpowiednim momencie. Daje to szans\u0119 na prowadzenie marketingu w by\u0107 mo\u017ce niecodziennych okoliczno\u015bciach, ale w oczach odbiorc\u00f3w gruntuje obraz firmy pozostaj\u0105cej na bie\u017c\u0105co z wydarzeniami i trendami i zwracaj\u0105cej si\u0119 do nich w atrakcyjny spos\u00f3b.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jakie_sa_zasady_Real-Time_Marketingu\"><\/span><strong>Jakie s\u0105 zasady Real-Time Marketingu?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Real-Time Marketing <\/strong>b\u0119dzie skuteczny, je\u015bli zastosujesz 3 zasady:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>\u015awie\u017co\u015b\u0107 \u2013 dzia\u0142ania Real-Time Marketingu powinny si\u0119 odbywa\u0107 1-5 dni od wydarzenia,<\/li>\n\n\n\n<li>Relewantno\u015b\u0107 \u2013 przy wyborze strategii dzia\u0142a\u0144 zwr\u00f3\u0107 uwag\u0119 na grup\u0119 odbiorc\u00f3w,<\/li>\n\n\n\n<li>Prawdziwo\u015b\u0107&nbsp; \u2013 wydarzenie powinno by\u0107 sprawdzone i prawdziwe oraz pasowa\u0107 do Twojego biznesu.<\/li>\n<\/ol>\n\n\n\n<p>S\u0105 to g\u0142\u00f3wne zasady RTM.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_Jakie_sa_zalety_Real-Time_Marketingu\"><\/span><strong>&nbsp;Jakie s\u0105 zalety Real-Time Marketingu?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Do <strong>zalet Real-Time Marketingu <\/strong>zaliczy\u0107 mo\u017cna budow\u0119 relacji z konsumentami. Dzi\u0119ki humanizacji marki mo\u017cna z\u0142ama\u0107 bariery. Poza tym mo\u017cliwe jest generowanie interakcji i wywo\u0142ywanie ciekawo\u015bci u odbiorc\u00f3w. W dodatku zwi\u0119kszysz konkurencyjno\u015b\u0107 i przyci\u0105gniesz zaanga\u017cowan\u0105 spo\u0142eczno\u015b\u0107. S\u0105 to g\u0142\u00f3wne <strong>korzy\u015bci Real-Time Marketingu<\/strong>.<\/p>\n\n\n\n<p><strong>Cel Real-Time Marketingu<\/strong> to w\u0142a\u015bnie wy\u017cej wymienione rzeczy i kreatywna reakcja na aktualne wydarzenia. Pozwoli to na wzrost rozpoznawalno\u015bci Twojej marki i popraw\u0119 relacji z grup\u0105 docelow\u0105. \u015aledzenie trend\u00f3w i potrzeb konsument\u00f3w to podstawa, podobnie jak komunikacja z klientem!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jakie_sa_kanaly_komunikacyjne_RTM\"><\/span><strong>Jakie s\u0105 kana\u0142y komunikacyjne RTM?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>RTM i Social Media wi\u0105\u017c\u0105 si\u0119 ze sob\u0105 nierozerwalnie. Do najpopularniejszych kana\u0142\u00f3w umo\u017cliwiaj\u0105cych marketing w czasie rzeczywistym zaliczy\u0107 mo\u017cna:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Twitter,<\/li>\n\n\n\n<li>TikTok,<\/li>\n\n\n\n<li>Facebook,<\/li>\n\n\n\n<li><a href=\"https:\/\/wenet.pl\/blog\/jak-prowadzic-konto-na-linkedin-krotki-przewodnik\/\">LinkedIn<\/a>,<\/li>\n\n\n\n<li>kampanie Google Ads.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Real_Time_Marketing_czyli_co_moze_pojsc_nie_tak_Dzialania_Real-Time_Marketingu\"><\/span><strong>Real Time Marketing, czyli co mo\u017ce p\u00f3j\u015b\u0107 nie tak? Dzia\u0142ania Real-Time Marketingu<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Przygotowuj\u0105c strategi\u0119 komunikacji uwzgl\u0119dniaj\u0105c\u0105 Real Time Marketing, musisz przygotowa\u0107 si\u0119 tak\u017ce na sytuacje, w kt\u00f3rych <strong>dzia\u0142ania reklamowe<\/strong> mog\u0105 przybra\u0107 niekorzystny dla Twojej firmy obr\u00f3t. Co mo\u017ce p\u00f3j\u015b\u0107 nie tak i jak skutecznie wykorzysta\u0107 RTM?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Charakter_wydarzenia_wykorzystanego_do_RTM_Przyklady_Real-Time_Marketingu\"><\/span><strong>Charakter wydarzenia wykorzystanego do RTM. Przyk\u0142ady Real-Time Marketingu<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Przed realizacj\u0105 kampanii i znalezieniem <strong>strategii marki <\/strong>powiniene\u015b dobrze sprawdzi\u0107 pod ka\u017cdym wzgl\u0119dem wydarzenia, do kt\u00f3rych chcesz si\u0119 w kampanii odnie\u015b tak, by kieruj\u0105c przekaz, nie urazi\u0107 czyich\u015b warto\u015bci (o co w Polsce szczeg\u00f3lnie \u0142atwo) i<strong> czerpa\u0107 inspiracje<\/strong> z nich. Je\u015bli odnosisz si\u0119 np. do wydarzenia historycznego, a wi\u0119c sytuacji istotnej \u2013 sprawd\u017a jego wyd\u017awi\u0119k, przyczyny i skutki. Mo\u017cesz bowiem zaliczy\u0107 solidn\u0105 wpadk\u0119.&nbsp;<\/p>\n\n\n\n<p>Taka sta\u0142a si\u0119 udzia\u0142em marki oferuj\u0105cej w\u00f3dki. Prowadz\u0105cy fanpage na Facebooku wykorzystali do RTM zrobione w czasie zamieszek w Lubinie w 1982 r. zdj\u0119cie autorstwa Krzysztofa Raczkowiaka. Na fotografii grupa m\u0119\u017cczyzn pr\u00f3buje ratowa\u0107 postrzelonego przez ZOMO g\u00f3rnika, 28-letniego Micha\u0142a Adamowicza, kt\u00f3ry w wyniku odniesionych ran zmar\u0142. Prowadz\u0105cy opatrzyli fotografi\u0119 opisem \u201cKacVegas. Scenariusz pisany przez \u017bytni\u0105\u201d. Publikacja niemal natychmiast odbi\u0142a si\u0119 szerokim echem oraz wywo\u0142a\u0142a skandal, wi\u0119c ju\u017c po kilku godzinach fotografi\u0119 usuni\u0119to, a w\u0142a\u015bciciel marki zmuszony zosta\u0142 do publikacji przeprosin. Pikanterii sprawie doda\u0142 fakt, \u017ce zdj\u0119cie zosta\u0142o wykorzystane bez zgody jego autora.<\/p>\n\n\n\n<p>Podobn\u0105 w charakterze wpadk\u0119 zaliczy\u0142a pewna sportowa firma w 2013 r. Do uczestnik\u00f3w ameryka\u0144skiego maratonu w Bostonie skierowana zosta\u0142a kampania mailingowa zatytu\u0142owana \u201eGratulacje. Przetrwa\u0142e\u015b maraton bosto\u0144ski\u201d. Na poz\u00f3r nie by\u0142oby w tym nic dziwnego, bo w j\u0119zyku angielskim \u201esurvive\u201d oznacza nie tylko przetrwa\u0107, ale przez samych biegaczy stosowane jest w kontek\u015bcie \u201euko\u0144czy\u0107\u201d. Na czym polega\u0142 b\u0142\u0105d marki? Kampania zosta\u0142a przygotowana przed biegiem i uruchomiona zaraz po nim bez jej ewaluacji wobec wydarze\u0144, do kt\u00f3rych dosz\u0142o w trakcie maratonu. A by\u0142 to terrorystyczny zamach bombowy, w wyniku kt\u00f3rego zgin\u0119\u0142y 3, a obra\u017cenia odnios\u0142y przynajmniej 264 osoby. Dlatego warto zna\u0107 <strong>wyzwania i ryzyka<\/strong>, s\u0142u\u017c\u0105ce do budowania relacji.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-6598b816-249c-411d-abb1-65d7e306b7eb\"><span class=\"hs-cta-node hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\" id=\"hs-cta-6598b816-249c-411d-abb1-65d7e306b7eb\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-4580 lazyload\" id=\"hs-cta-img-6598b816-249c-411d-abb1-65d7e306b7eb\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/6598b816-249c-411d-abb1-65d7e306b7eb.png\"  alt=\"Promuj swoj\u0105 firm\u0119\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '6598b816-249c-411d-abb1-65d7e306b7eb', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Real-Time_Marketing_Jak_szybko_wywolac_oburzenie\"><\/span><strong>Real-Time Marketing. Jak szybko wywo\u0142a\u0107 oburzenie?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Kolejny rodzaj b\u0142\u0119du jest oparty o warto\u015bci wyznawane przez odbiorc\u00f3w. Publikacja tre\u015bci i kreatywno\u015b\u0107 w Content Marketingu, szczeg\u00f3lnie w Social Mediach, a odnosz\u0105cego si\u0119 do zachowa\u0144 i r\u00f3l spo\u0142ecznych lub maj\u0105cego dwuznaczny, erotyczny podtekst to zawsze ryzykowna sprawa. Jest sporo marek, znanych i mniej rozpoznawalnych, kt\u00f3re do Real Time Marketingu wykorzystywa\u0142y wizerunki b\u0105d\u017a has\u0142a maj\u0105ce seksistowski wyd\u017awi\u0119k. Publikacje tego typu nigdy nie spotyka\u0142y si\u0119 z jednoznacznie pozytywnym odbiorem, cz\u0119sto za\u015b powodowa\u0142y kryzysy wizerunkowe, tu zatem zachowaj szczeg\u00f3ln\u0105 ostro\u017cno\u015b\u0107, a najlepiej uniknij zabieg\u00f3w tego typu. Golizna i kontrowersje, cho\u0107 maj\u0105 du\u017cy potencja\u0142 klikalno\u015bci i s\u0105 doskona\u0142e do <strong>marketingu wirusowego, <\/strong>to jednak mog\u0105 przynie\u015b\u0107 wi\u0119cej szkody, ni\u017c po\u017cytku w <a href=\"https:\/\/wenet.pl\/blog\/4-powody-dlaczego-powinienes-zadbac-o-wizerunek-firmy-w-sieci\/\">wizerunku firmy<\/a>. Przyk\u0142ady mo\u017cna mno\u017cy\u0107. Ot, cho\u0107by RTM napoju energetycznego: kampania opublikowana w Social Mediach przedstawia\u0142a kontrowersyjne zdj\u0119cie kobiety kl\u0119cz\u0105cej przed m\u0119\u017cczyzn\u0105 trzymaj\u0105cym j\u0105 d\u0142oni\u0105 za podbr\u00f3dek. Fotografia opisana jest has\u0142em \u201eOna ju\u017c wie, co za chwil\u0119 b\u0119dzie mia\u0142a w ustach\u2026\u201d, przy kt\u00f3rym widnieje wizerunek puszki z napojem. Taka kampania kosztowa\u0142a w\u0142a\u015bciciela marki 60 tys. z\u0142 kary, kt\u00f3r\u0105 na\u0142o\u017cy\u0142 s\u0105d, nakazuj\u0105c jednocze\u015bnie prezes firmy opublikowanie osobistych przeprosin.<\/p>\n\n\n\n<p>B\u0142\u0119dem pope\u0142nionym przez inn\u0105 mark\u0119 z tej samej bran\u017cy napoj\u00f3w energetycznych by\u0142o celowe postawienie na wywo\u0142anie kontrowersji i \u2013 przez to \u2013 zwi\u0119kszenie zasi\u0119gu post\u00f3w oraz rozpoznawalno\u015bci marki. Kampania skierowana by\u0142a w praktyce do m\u0142odych ludzi, ale po\u0142\u0105czone w niej wydarzenia i rodzaj komunikatu sprawi\u0142y, \u017ce o dzia\u0142aniach tych rzeczywi\u015bcie zrobi\u0142o si\u0119 g\u0142o\u015bno, ale postawi\u0142o mark\u0119 w z\u0142ym \u015bwietle. Jakie b\u0142\u0119dy pope\u0142niono? Nawi\u0105zano do wydarze\u0144 z przesz\u0142o\u015bci lub innych okoliczno\u015bci, kt\u00f3re s\u0105 wa\u017cne z etycznego, moralnego czy duchowego powodu dla innych i w praktyce \u2013 wy\u015bmiano je. Takie podej\u015bcie by\u0107 mo\u017ce spodoba\u0142o si\u0119 m\u0142odym odbiorcom, ale w wi\u0119kszo\u015bci wywo\u0142a\u0142o oburzenie. W jaki spos\u00f3b? Publikacja 1 sierpnia na Instagramie postu z opisem \u201e1 sierpnia \u2013 dzie\u0144 pami\u0119ci\u201d i uzupe\u0142nieniem \u201eChrzani\u0107 to, co by\u0142o. Wa\u017cne to, co b\u0119dzie\u201d ju\u017c sama w sobie by\u0142a ryzykowna.&nbsp;<\/p>\n\n\n\n<p>Powy\u017csze komunikaty umieszczono jednak na zdj\u0119ciu, na kt\u00f3rym widnia\u0142a d\u0142o\u0144 pokazuj\u0105ca palec w obra\u017aliwym ge\u015bcie, sam palec za\u015b ozdobiony by\u0142 kokard\u0105. Potraktowanie w taki spos\u00f3b uczestnik\u00f3w Powstania Warszawskiego i wszystkich, kt\u00f3rzy jakkolwiek brali w nim udzia\u0142 lub zgin\u0119li w tym czasie wywo\u0142a\u0142o fal\u0119 oburzenia, wezwania do bojkotu tego i innych produkt\u00f3w firmy i doprowadzi\u0142o w\u0142a\u015bciciela marki do publikacji przeprosin oraz wp\u0142aty na rzecz \u015awiatowego Zwi\u0105zku \u017bo\u0142nierzy Armii Krajowej kwoty p\u00f3\u0142 miliona z\u0142otych. To jednak nie koniec \u2013 sama kampania oparta by\u0142a o kontrowersj\u0119 i publikowane by\u0142y te\u017c inne wpisy o podobnym charakterze, m.in. 10 kwietnia post z adnotacj\u0105 \u201eDzie\u0144 lotnictwa\u201d, 15 czerwca \u2013 \u201eBo\u017ce Cia\u0142o\u201d (na zdj\u0119ciu wyeksponowano nag\u0105 kobiet\u0119 le\u017c\u0105c\u0105 na chmurze).<\/p>\n\n\n\n<p>Po zbli\u017cone \u015brodki si\u0119gn\u0119\u0142a pewna marka odzie\u017cowa, sprzedaj\u0105ca odzie\u017c z nadrukami i has\u0142ami parodiuj\u0105cymi wizerunki, logo i has\u0142a innych marek. Przedstawi\u0142a ona na swoim fanpage na Facebooku fotomonta\u017c wykorzystuj\u0105cy zdj\u0119cie wafelka&nbsp; i wizerunku piosenkarza w krakowskiej rogatywce. Kola\u017c by\u0142 opisany nast\u0119puj\u0105co (pisownia oryginalna): \u201e&#8230; dobry by\u0142. Chocia\u017c, wbrew pozorom, nie konsumowali\u015bmy go codziennie, to kiedy si\u0119 sko\u0144czy\u0142 zrobi\u0142o si\u0119 Symbolicznie smutno. Pozdrawiamy wszystkich starych i nowych fan\u00f3w.\u201d I dopisek w dole zdj\u0119cia \u2013 \u201eDobry by\u0142 z niego HERBATNIK\u201d. Wpis ten zosta\u0142 wyemitowany w dzie\u0144 po \u015bmierci piosenkarza i do niej nawi\u0105zuje w przekazie. Na dodatek wykorzystuje wizerunek innego produktu, prawdopodobnie bez zgody w\u0142a\u015bciciela marki. Jak widzisz, <strong>reklamy w Real-Time Marketingu<\/strong> nie zawsze s\u0105 trafione.<\/p>\n\n\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-8782d30a-465c-49ee-8ad9-826c889fab51\"><span class=\"hs-cta-node hs-cta-8782d30a-465c-49ee-8ad9-826c889fab51\" id=\"hs-cta-8782d30a-465c-49ee-8ad9-826c889fab51\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/8782d30a-465c-49ee-8ad9-826c889fab51\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img colorbox-4580 lazyload\" id=\"hs-cta-img-8782d30a-465c-49ee-8ad9-826c889fab51\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/8782d30a-465c-49ee-8ad9-826c889fab51.png\"  alt=\"Sprawd\u017a, jak wypromowa\u0107 firm\u0119 na lokalnym rynku &gt;&gt;&gt;\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '8782d30a-465c-49ee-8ad9-826c889fab51', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Skuteczny_marketing_%E2%80%93_jakie_sa_najczestsze_bledy\"><\/span><strong>Skuteczny marketing &#8211; jakie s\u0105 najcz\u0119stsze b\u0142\u0119dy?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Szczeg\u00f3lnym rodzajem <strong>b\u0142\u0119du w Real Time Marketingu <\/strong>jest spos\u00f3b reakcji firmy czy marketingowca na powstaj\u0105cy w\u0142a\u015bnie lub istniej\u0105cy ju\u017c kryzys. Tu musisz pami\u0119ta\u0107, \u017ce prowadzony na bie\u017c\u0105co marketing wi\u0105\u017ce si\u0119 z braniem na bie\u017c\u0105co odpowiedzialno\u015bci za zaistnia\u0142\u0105 sytuacj\u0119. W sytuacji kryzysowej r\u00f3wnie\u017c mo\u017cesz dzia\u0142a\u0107, tylko ostro\u017cnie i z rozwag\u0105. Co to znaczy? Wystrzegaj si\u0119 przede wszystkim unikania i udawania, \u017ce nic si\u0119 nie sta\u0142o \u2013 im d\u0142u\u017cej b\u0119dziesz zwleka\u0107 z podj\u0119ciem akcji naprawczej, tym kryzys b\u0119dzie wi\u0119kszy. Nawet usuni\u0119cie komentarza czy ca\u0142ego profilu nie za\u0142atwi sprawy, bo w Internecie nic nie znika.<\/p>\n\n\n\n<p>Kolejn\u0105 spraw\u0105 jest stosowany w komunikacji kryzysowej j\u0119zyk \u2013 tu wiele firm, szczeg\u00f3lnie tych mniejszych czy o charakterze rodzinnym nie wie, jak dzia\u0142a\u0107. Pope\u0142niaj\u0105 wi\u0119c takie b\u0142\u0119dy, jak wchodzenie w zb\u0119dn\u0105 dyskusj\u0119, pranie w przestrzeni publicznej brud\u00f3w, stosowanie wulgaryzm\u00f3w, wyzwisk, ocenianie os\u00f3b komentuj\u0105cych, zastraszanie, poni\u017canie czy wy\u015bmiewanie. K\u0142opotem w reakcji na wywo\u0142any kryzys b\u0119dzie te\u017c buta oraz nieumiej\u0119tno\u015b\u0107 przyznania si\u0119 do winy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jak_postepowac_w_kryzysie\"><\/span><strong>Jak post\u0119powa\u0107 w kryzysie?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Co masz wi\u0119c zrobi\u0107, je\u015bli ju\u017c Twoja firma znalaz\u0142a si\u0119 w kryzysie? Zapoznaj si\u0119 z <strong>zasad\u0105 5P<\/strong>, kt\u00f3rej autorem jest PRowiec Adam \u0141aszyn. Na czym polega? W skr\u00f3cie \u2013 po pojawieniu si\u0119 kryzysu <strong>przepro\u015b<\/strong> i oka\u017c \u015bwiadomo\u015b\u0107, co czuj\u0105 ura\u017ceni, <strong>przyznaj si\u0119 do b\u0142\u0119du, <\/strong>co uka\u017ce odbiorcom zaanga\u017cowany i profesjonalny wizerunek Twojej firmy, <strong>powetuj strat\u0119, <\/strong>a wi\u0119c spraw, \u017ce wyrz\u0105dzone krzywdy zostan\u0105 zado\u015b\u0107uczynione, do tego <strong>popraw si\u0119 <\/strong>\u2013 wyci\u0105gnij wnioski z tego kryzysu i nie pope\u0142nij drugi raz takiego b\u0142\u0119du, wreszcie <strong>planuj<\/strong>, czyli naszykuj si\u0119, \u017ce kryzys mo\u017ce wyst\u0105pi\u0107 i staraj si\u0119 go przewidzie\u0107.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>\u0179r\u00f3d\u0142a: HubSpot, Czaplicka.eu oraz fanpage Kryzysy w social mediach wybuchaj\u0105 w weekendy na portalu Facebook<\/p><div class=\"srjhw69f2c6e6cb5ad\" ><!-- Komunikacja z klientem -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><span class=\"hs-cta-node hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" id=\"hs-cta-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-4580 lazyload\" id=\"hs-cta-img-8265bd58-ea47-4c6a-9f25-dd290dd6f8c8\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/8265bd58-ea47-4c6a-9f25-dd290dd6f8c8.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '8265bd58-ea47-4c6a-9f25-dd290dd6f8c8', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.srjhw69f2c6e6cb5ad {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.srjhw69f2c6e6cb5ad {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.srjhw69f2c6e6cb5ad {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.srjhw69f2c6e6cb5ad {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.srjhw69f2c6e6cb5ad {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"rgqyf69f2c6e6cb535\" ><!-- Email Marketing -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\"><span class=\"hs-cta-node hs-cta-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" id=\"hs-cta-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-4580 lazyload\" id=\"hs-cta-img-08eb5d7e-b5b4-457b-9ce5-ceff89d6b956\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/08eb5d7e-b5b4-457b-9ce5-ceff89d6b956.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '08eb5d7e-b5b4-457b-9ce5-ceff89d6b956', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.rgqyf69f2c6e6cb535 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.rgqyf69f2c6e6cb535 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.rgqyf69f2c6e6cb535 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.rgqyf69f2c6e6cb535 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.rgqyf69f2c6e6cb535 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"kjlfq69f2c6e6cb4b2\" ><!-- Zarz\u0105dzanie firm\u0105 -->\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\"><span class=\"hs-cta-node hs-cta-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" id=\"hs-cta-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-4580 lazyload\" id=\"hs-cta-img-64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d.png\"  alt=\"e-book Dlaczego Twoja firma powinna by\u0107 obecna w Internecie\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '64d5a1d6-a25c-4d42-9cf0-0a4f91b5642d', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.kjlfq69f2c6e6cb4b2 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.kjlfq69f2c6e6cb4b2 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.kjlfq69f2c6e6cb4b2 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.kjlfq69f2c6e6cb4b2 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.kjlfq69f2c6e6cb4b2 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"dstrk69f2c6e6cb42c\" ><!-- Video -->\n\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-d5317067-b35b-4752-8a1e-3ef0d70566f6\"><span class=\"hs-cta-node hs-cta-d5317067-b35b-4752-8a1e-3ef0d70566f6\" id=\"hs-cta-d5317067-b35b-4752-8a1e-3ef0d70566f6\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/d5317067-b35b-4752-8a1e-3ef0d70566f6\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-4580 lazyload\" id=\"hs-cta-img-d5317067-b35b-4752-8a1e-3ef0d70566f6\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/d5317067-b35b-4752-8a1e-3ef0d70566f6.png\"  alt=\"e-book 18 wskaz\u00f3wek, kt\u00f3re rozwin\u0105 Tw\u00f3j kana\u0142 na YouTube\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'd5317067-b35b-4752-8a1e-3ef0d70566f6', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.dstrk69f2c6e6cb42c {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.dstrk69f2c6e6cb42c {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.dstrk69f2c6e6cb42c {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.dstrk69f2c6e6cb42c {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.dstrk69f2c6e6cb42c {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"hrvtw69f2c6e6cb367\" ><!-- Tworzenie stron -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\"><span class=\"hs-cta-node hs-cta-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" id=\"hs-cta-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-4580 lazyload\" id=\"hs-cta-img-ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, 'ef1529b5-b78c-4b0b-bf0b-4ecc75e0bafc', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.hrvtw69f2c6e6cb367 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.hrvtw69f2c6e6cb367 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.hrvtw69f2c6e6cb367 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.hrvtw69f2c6e6cb367 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.hrvtw69f2c6e6cb367 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"midmo69f2c6e6c969a\" ><!-- Strategia marketingowa -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-9d4aa58d-1ab7-4301-b000-ac3d639abc98\"><span class=\"hs-cta-node hs-cta-9d4aa58d-1ab7-4301-b000-ac3d639abc98\" id=\"hs-cta-9d4aa58d-1ab7-4301-b000-ac3d639abc98\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/9d4aa58d-1ab7-4301-b000-ac3d639abc98\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-4580 lazyload\" id=\"hs-cta-img-9d4aa58d-1ab7-4301-b000-ac3d639abc98\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/9d4aa58d-1ab7-4301-b000-ac3d639abc98.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '9d4aa58d-1ab7-4301-b000-ac3d639abc98', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); <\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n<\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.midmo69f2c6e6c969a {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.midmo69f2c6e6c969a {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.midmo69f2c6e6c969a {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.midmo69f2c6e6c969a {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.midmo69f2c6e6c969a {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n<div class=\"dewnz69f2c6e6c9628\" ><!-- Social Media -->\n<!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-387c3571-1376-4b17-bb02-3ee7c0d54013\"><span class=\"hs-cta-node hs-cta-387c3571-1376-4b17-bb02-3ee7c0d54013\" id=\"hs-cta-387c3571-1376-4b17-bb02-3ee7c0d54013\"><!--[if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/hubspot-cta-redirect-eu1-prod.s3.amazonaws.com\/cta\/redirect\/25646044\/387c3571-1376-4b17-bb02-3ee7c0d54013\" target=\"_blank\" rel=\"noopener\"><img class=\"hs-cta-img colorbox-4580 lazyload\" id=\"hs-cta-img-387c3571-1376-4b17-bb02-3ee7c0d54013\" style=\"border-width:0px;\" data-src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25646044\/387c3571-1376-4b17-bb02-3ee7c0d54013.png\"  alt=\"Nowe wezwanie do dzia\u0142ania\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/a><\/span><script charset=\"utf-8\" src=\"https:\/\/js-eu1.hscta.net\/cta\/current.js\"><\/script><script type=\"text\/javascript\"> hbspt.cta.load(25646044, '387c3571-1376-4b17-bb02-3ee7c0d54013', {\"useNewLoader\":\"true\",\"region\":\"eu1\"}); 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<\/script><\/span><!-- end HubSpot Call-to-Action Code -->\n            <\/div><\/div><style type=\"text\/css\">\r\n@media screen and (min-width: 1201px) {\r\n.oqyjg69f2c6e6c9407 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 993px) and (max-width: 1200px) {\r\n.oqyjg69f2c6e6c9407 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 769px) and (max-width: 992px) {\r\n.oqyjg69f2c6e6c9407 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (min-width: 768px) and (max-width: 768px) {\r\n.oqyjg69f2c6e6c9407 {\r\ndisplay: block;\r\n}\r\n}\r\n@media screen and (max-width: 767px) {\r\n.oqyjg69f2c6e6c9407 {\r\ndisplay: block;\r\n}\r\n}\r\n<\/style>\r\n\n\n\n<div class=\"kk-star-ratings kksr-auto kksr-align-left kksr-valign-bottom\"\n    data-payload='{&quot;align&quot;:&quot;left&quot;,&quot;id&quot;:&quot;4580&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;bottom&quot;,&quot;ignore&quot;:&quot;&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;class&quot;:&quot;&quot;,&quot;count&quot;:&quot;3&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;3.7&quot;,&quot;starsonly&quot;:&quot;&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;5&quot;,&quot;greet&quot;:&quot;Rate this post&quot;,&quot;legend&quot;:&quot;3.7\\\/5 - (3 ocena)&quot;,&quot;size&quot;:&quot;22&quot;,&quot;title&quot;:&quot;Real Time Marketing \u2013 jakich b\u0142\u0119d\u00f3w nie pope\u0142ni\u0107?&quot;,&quot;width&quot;:&quot;97.4&quot;,&quot;_legend&quot;:&quot;{score}\\\/{best} - ({count} ocena)&quot;,&quot;font_factor&quot;:&quot;1.25&quot;}'>\n            \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 97.4px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 22px; height: 22px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 17.6px;\">\n            3.7\/5 - (3 ocena)    <\/div>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Bie\u017c\u0105ce wydarzenia mog\u0105 w okre\u015blonych okoliczno\u015bciach by\u0107 albo przyczynkiem do kryzysu wizerunkowego, albo odskoczni\u0105 do sukcesu firmy. Dlatego zwracaj uwag\u0119 na to, co dzieje si\u0119 w przestrzeni publicznej w og\u00f3le, regularnie sprawdzaj trendy w Internecie i monitoruj rodzaj komunikat\u00f3w wysy\u0142anych na w\u0142asnej stronie internetowej czy w Social Mediach firmy oraz przekaz zwrotny p\u0142yn\u0105cy od odbiorc\u00f3w. [&hellip;]<\/p>\n","protected":false},"author":101040,"featured_media":8264,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[362],"tags":[145,350,54,245,177,239,373,372,211,125,241],"class_list":["post-4580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategia-marketingowa","tag-blog","tag-ciekawostka","tag-ciekawostki-2","tag-marketing","tag-marketing-w-sieci","tag-media-spolecznosciowe","tag-real-time-marketing","tag-rtm","tag-smm","tag-social-media","tag-social-media-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Real Time Marketing | popularne b\u0142\u0119dy w RTM | Blog CS Group - WeNet<\/title>\n<meta name=\"description\" content=\"Real Time Marketing to wykorzystanie aktualnych wydarze\u0144 do komunikacji marketingowej. 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