{"id":13530,"date":"2021-05-18T08:43:22","date_gmt":"2021-05-18T16:43:22","guid":{"rendered":"https:\/\/gayecho.com\/news\/?p=13530"},"modified":"2021-05-18T08:43:22","modified_gmt":"2021-05-18T16:43:22","slug":"da-li-podrska-lgbt-populaciji-umanjuje-popularnost-ikee-na-drustvenim-mrezama","status":"publish","type":"post","link":"https:\/\/gayecho.com\/news\/da-li-podrska-lgbt-populaciji-umanjuje-popularnost-ikee-na-drustvenim-mrezama\/","title":{"rendered":"Da li podr\u0161ka LGBT populaciji umanjuje popularnost Ikee na dru\u0161tvenim mre\u017eama?"},"content":{"rendered":"<p>Da li je Ikea bila spremna da \u0107e nakon javne podr\u0161ke LGBT populaciji na dru\u0161tvenim mre\u017eama izgubiti deo svojih fanova? Kao i da \u0107e privu\u0107i nove followere, kojih \u0107e biti vi\u0161e u odnosu na one koji su napustili digitalnu zajednicu.<\/p>\n<p>Kompanija Ikea je u Srbiji zapo\u010dela medijsku kampanju \u201cLjubav \u017eivi i izvan \u010detiri zida\u201d kojom je javno podr\u017eala istopolne veze. Na Me\u0111unarodni dan borbe protiv homofobije, transfobije i bifobije, Ikea je kroz objave na zvani\u010dnim nalozima u digitalnom prostoru jasno poslala poruku da se zala\u017eu za stvaranje zajednice u kojoj \u0107e se sve njihove LGBT+ kolege komforno.<\/p>\n<p>Informacija koja se ubrzo potom pojavila na Twitteru i u kratkom roku postala neverovatno viralna jeste da je kompanija ovim potezom izgubila preko dve hiljade pratilaca.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p lang=\"und\" dir=\"ltr\">Ikea koja je za 20 minuta nakon objave LGBT zastave na instagramu izgubila 2000 pratilaca, je klasican primer koliko je ovaj narod glup i zatucan<\/p>\n<p>&mdash; Izuzetno neizuzetan (@neizuzetan) <a href=\"https:\/\/twitter.com\/neizuzetan\/status\/1394239565523730435?ref_src=twsrc%5Etfw\">May 17, 2021<\/a><\/p><\/blockquote>\n<p> <script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><strong>Da li je statistika pokazala diverzitet izme\u0111u novih i starih pratioca, i da li je Ikea ovom medijskom kampanjom zaista ostala uskra\u0107ena odre\u0111enim brojem fanova?<\/strong><\/p>\n<p>Podaci agencije Digital Element ukazuju da Ikein zvani\u010dan Instagram nalog za srpsko tr\u017ei\u0161te u poslednjih sedam dana bele\u017ei porast broja fanova za 0,2%, kao i \u010detvorostruko uve\u0107anje ukupnog engagementa. Broj komentara je, tako\u0111e, u rastu za \u0161est odsto, a broj lajkova za neverovatnih 393%.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/gayecho.com\/news\/wp-content\/uploads\/2021\/05\/Digital-element-engagement.png\" alt=\"\" width=\"639\" height=\"207\" class=\"alignnone size-full wp-image-13531\" \/><\/p>\n<p>Iako je plasiranjem ove kampanje svakako imala cilj podizanje Employer Brendinga na vi\u0161i nivo, kao i da kao kompanija sa ve\u0107 izgra\u0111enom digitalnom zajednicom nije \u201cga\u0111ala\u201d niti na pove\u0107anje brend awernessa niti skok reacha i engagement, Ikea je ovim dobila mnogo vi\u0161e. A to je formiranje velikog broja eho komora i \u0161iroku pri\u010du o kojoj \u0161umi prostor u digitalu.<\/p>\n<p>Iako se najve\u0107i eho ove pri\u010de se, naravno, \u0161irio na Twitteru, polovina u\u010desnika diskusija imalo gotovo indiferentan stav prema ovom doga\u0111aju. Sa druge strane, statisti\u010dki su u prednosti bili oni koji su Ikeu podr\u017eali (38%) u odnosu na one koji su kritikovali ovaj projekat (14 odsto). Govore\u0107i dalje o emocijama, najja\u010de izra\u017eena emocija bila je ljubav i podr\u0161ka, dok je najmanji intezitet imao faktor iznena\u0111enja.<\/p>\n<p>Ikea je na ovom primeru strategijske komunikacije pokazala da iako sa relativno visokom dozom rizika mo\u017ee da se istupi pred publikom sa ovako osetljivom temom, a da ostane \u010dvrsto na zemlji i sa\u010duva oko sebe bazu lojalnih konzumera i pratioca.<\/p>\n<p>Izvor: BIZLife<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/gayecho.com\/news\/wp-content\/uploads\/2021\/05\/SKALA-EMOCIJA-NEW.png\" alt=\"\" width=\"1080\" height=\"1080\" class=\"alignnone size-full wp-image-13532\" srcset=\"https:\/\/gayecho.com\/news\/wp-content\/uploads\/2021\/05\/SKALA-EMOCIJA-NEW.png 1080w, https:\/\/gayecho.com\/news\/wp-content\/uploads\/2021\/05\/SKALA-EMOCIJA-NEW-180x180.png 180w, https:\/\/gayecho.com\/news\/wp-content\/uploads\/2021\/05\/SKALA-EMOCIJA-NEW-768x768.png 768w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Da li je Ikea bila spremna da \u0107e nakon javne podr\u0161ke LGBT populaciji na dru\u0161tvenim mre\u017eama izgubiti deo svojih fanova? Kao i da \u0107e privu\u0107i nove followere, kojih \u0107e biti [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13523,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[17],"tags":[39,374,91,28],"class_list":["post-13530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stav","tag-aktivizam","tag-bizlife","tag-homofobija","tag-srbija"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Da li podr\u0161ka LGBT populaciji umanjuje popularnost Ikee na dru\u0161tvenim mre\u017eama? - GayEcho<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gayecho.com\/news\/da-li-podrska-lgbt-populaciji-umanjuje-popularnost-ikee-na-drustvenim-mrezama\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Da li podr\u0161ka LGBT populaciji umanjuje popularnost Ikee na dru\u0161tvenim mre\u017eama? - GayEcho\" \/>\n<meta property=\"og:description\" content=\"Da li je Ikea bila spremna da \u0107e nakon javne podr\u0161ke LGBT populaciji na dru\u0161tvenim mre\u017eama izgubiti deo svojih fanova? 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