Ukumatshekiselwa kwezindaba ezenziwe izinkampani ezincane: Indlela yokuThola abaSebenzi abasha, ukwenza iziNzuzo ezingiLenyo, nokuchachiswa Esizweni saseNgenabhanxa

By Jon Law

Izindaba zabantu zivele zikhona emhlabeni wonke njengendlela eqhosakazi yamanje yokuhlangana nokukhulumisana. Kubansuntu, nasekuntwini, iziphetho zalesi siguquko zingenamandla amakhulu. Ebhizinisini, iziphetho zikhonaphuzi. Ibhizinisi ngokwesiko lwamanje lwezwekazi lonke lwadijithayelwa lixhomeke izinsizakusebenza ezazingakho amashumi eminyaka n

• Language: Zulu
• Publisher: Aude Publishing
• Release date: Mar 28, 2024
• ISBN: 9798869280497

Jon Law

Jon Law, Aude Publishing'de iş, ekonomi ve finans yazarıdır. Uzun zamandır okuyucu ve yazardır ve Boston Üniversitesi ve Stanford Üniversitesi'nde okumuştur. Altı kitap yayınladı ve jon-law.com adresindeki bloğunu güncelleyen ABD'de yaşamaktadır.

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1

KUNGANI UYE EMPHAKATHINI?

Imithombo yezokuxhumana iqubuke endaweni yomhlaba wonke njengendlela ebusayo manje yokuxhumana nokubambisana. Kubantu nasemphakathini wonkana, imiphumela yalokhu kuguquka inkulu kakhulu. Kumabhizinisi, ajulile nakakhulu. Ukuhweba kwi-ecosystem yesimanje yomhlaba wonke kanye ne-digitalized kuncike ku-toolset ehlanganisa amasu namathuba angatholakali emashumini eminyaka nje edlule. Ngenkathi izinselelo ezintsha ziye zavela, amandla afihlakele acindezelwe ngaphakathi kwamabhizinisi amancane anethuba eliningi kunanini ngaphambili lokuqhuma phezu kwendawo yokuncintisana engasakhawulelwe yi-geography.

Umqondo wokubhala le ncwadi waqala ukukhumbula ngesikhathi umngani wami engibonisa izincwadi ayezifunda ukuze ngifunde indlela yokumaketha ibhizinisi lakhe elincane ezinkundleni zokuxhumana. Ngamangala ngokungabikho okukhulu kolwazi oluphelele nolusesikhathini; lezi zincwadi zaziyizinhlelo zokusebenza zokushumayela ezaba yinto engenamsebenzi eminyakeni edlule, amasu okukhangisa ayeka ku-Facebook Ads, kanye nezeluleko zokuxhumana nabantu ezabilisa ukuba nguwe.

Ngemuva kwalokhu kubona, nganquma ukubhala incwadi esiza abanikazi bamabhizinisi amancane ukukhulisa amabhizinisi abo ngokusebenzisa okuhlangenwe nakho engike ngaba nakho ekwakheni inqwaba yamabhizinisi amancane ethonyeni lomphakathi elihlanganisa ukubukwa kwekota-billion kanye nezigidi zabalandeli, okwahumusha ngokuqondile izigidi ekuthengiseni, imigqa ephansi eqinile, kanye namakhasimende amaningi amaningi.

Kungani ukufaka ukumaketha kwedijithali kanye nemidiya yezenhlalo eqhingeni lakho lebhizinisi kubaluleke kangaka? Lona umbuzo ofanele-omunye ovame ukunganakwa yilabo abashumayela i-fantasy ethile ekahle yezokuxhumana kanye nendawo yedijithali yebhizinisi-futhi enye eyehlela ekushintsheni okuyisisekelo endaweni yebhizinisi lomhlaba wonke.

Ukuhlaziywa kwethu kumele kuqale ngokuqonda ukuthi i-digitalization ibe yisici esichazayo sezwe lebhizinisi lekhulu lama-21. I-intanethi isuse izithiyo zendawo, yathola ukutholakala ngobuningi bolwazi, futhi yanikeza izinga elingakaze libonwe lethuba kunoma ubani onedivayisi yedijithali nokuxhumana. Njengoba umhlaba omningi uhamba ku-intanethi, i-digitalization kumele ibe yinto eyinhloko enqumayo ebhizinisini lakho-kucatshangelwa izinga elithile lomzimba-noma, njengamabhizinisi edijithali ahlanzekile, ukunquma okubusayo.

Kodwa-ke, ngenkathi i-digitalization ivule umnyango wethuba, iphinde idale indawo yokuncintisana kakhulu. Ngokuphambene nokuncintisana okucindezelwe njengokusondelana kwendawo (nakuba kungenzeka ukuthi ibhizinisi lakho lomzimba, imithetho efanayo ayisebenzi lapho usebenza ngedijithali), imikhawulo enjalo iye yasulwa kakhulu. Ibhizinisi elincane elithengisa imicamelo eyenziwe ngokwezifiso eCalifornia lincintisana nabathengisi be-pillow online eNew York naseCanada, kanti ibhizinisi lesofthiwe elisekelwe ngaphandle kweJapane lincintisana ne-Cape Town neLondon startups. Njengebhizinisi elisebenza kulolu hlobo lwendawo, akumele uqonde nje indawo yomhlaba wedijithali, kodwa ufunde ukuchuma kuyo.

Ikakhulu ngenxa ye-digitalization, ukuhlanganiswa kwembulunga yonke kuye kwaxhumana ngokwengeziwe nomnotho wezwe ngezinga elingakaze libonwe. Sonke ngokoqobo kulokhu ndawonye, futhi ukuhlanganiswa kwembulunga yonke kudlala kuwo wonke amasu edijithali. Inhlanganisela ye-digitalization kanye ne-globalization iye yathola hhayi kuphela ukuncintisana okukhulu futhi okunolaka kodwa futhi yaxhuma izimakethe eziningi futhi yethula ithuba lokukhonza izimakethe ze-niche manje ngokuhlanganyela zinikeza isidingo esanele sokugcina ibhizinisi elikhulu. Lezi zimo ezimbili zidlala indima eyandayo edlalwa yi-outsourcing kubasebenzi nasebhizinisini. I-Outsourcing inciphisa ngaphezulu futhi yandisa inani lama-leveragers ochwepheshe be-digital age, ngokuhambisana nalabo abadlala ngemithetho ephelelwe yisikhathi.

Amabhizinisi amaningi, ikakhulukazi amabhizinisi e-intanethi kuphela, angavuna imivuzo esanele ngokwandisa emazweni angewona omdabu. Esinye isibonelo esinjalo yile ncwadi, futhi ezinye eziphethwe yi-ejensi yami-cishe i-60% yokuthengisa kwethu ivela ngaphandle kwe-US yize iningi lezincwadi esizithengisayo zithengwa ngesiNgisi.

Lezi yizizathu ezithile nje zokuthi kungani ukumaketha kwedijithali nezenhlalo kuqhume endaweni yesehlakalo, nokuthi kungani amabhizinisi angenakubalwa eshintshela emathubeni akhona kule mikhakha.

Angizami ushukela amaqiniso endaweni eyinkimbinkimbi futhi eshintsha ngokushesha yokuncintisana. Ukumaketha kwedijithali kanye nemidiya yezenhlalo ngeke kushintshe impilo kuyo yonke ibhizinisi. Kunalokho, yonke ibhizinisi lingazuza ezinhlobonhlobo zamathuba aphansi alengayo akhona esikhaleni sedijithali, ngenkathi nge-chunk enhle, amasu ethulwe kule ncwadi ngempela azoba abashintshi bomdlalo.

Manje siyakuqonda ukubaluleka kokuya emphakathini. Ngentshisekelo yokuqonda komhlaba, yini ngempela imithombo yezokuxhumana?

2

SOCIAL YINI-MANJE?

Incwadi mayelana nokumaketha kwezokuxhumana kumele iqale iphendule umbuzo wokuthi yini ngempela imithombo yezokuxhumana-yebo, izingane namuhla zibonakala zihlala zikuyo, kanti ezinye zifunga ngemiphumela yayo emibi, kodwa kuyini ngempela?

Izindlela zomphakathi zichazwa kangcono njengemiphakathi ye-intanethi evumela abasebenzisi ukuthi basebenzisane. Ngale ndlela, kuyinsimu ebanzi kakhulu-cabanga nje ngesikhathi ngasinye lapho uthumela umbhalo wengxoxo yeqembu efonini yakho, upheqa ku-Wikipedia, noma ubuke okuthunyelwe okwabelwana ngumngane omdala. Kuzo zonke lezi zimo, abantu basebenzisana nomunye ku-Inthanethi-yilokhu okushiwo imithombo yezokuxhumana ngokuyisisekelo.

Ukumaketha kwezokuxhumana akukhona nje ukuthumela amavidiyo noma ukukhokha abathonya. Mayelana nokusebenzisa izindlela abantu abasebenzisana ngazo ku-intanethi ukuze bathole imikhiqizo yakho nezinsizakalo ezandleni eziningi. Lokhu kubopha emuva embuzweni wokuthi ngabe ukuya emphakathini kufanelekile ngisho-eqinisweni, kubalulekile ukuya emphakathini ngoba imithombo yezokuxhumana uhlobo lokusebenzisana ukuthi umhlaba wanamuhla usekelwe.

Namuhla, izinhlelo zokusebenza zokuxhumana ezithandwa kakhulu zisebenza ohlelweni lwe-UGC, noma olwenziwe ngumsebenzisi. I-UGC isho ukuthi abantu abasebenzisa iwebhusayithi noma uhlelo lokusebenza olunikeziwe (njenge-Facebook noma i-YouTube) bakha okuqukethwe abanye abasebenzisi abazibandakanya nakho, nokunye, ngendlela engapheli ye-cyclical. Ngenxa ye-UGC, zonke izingosi zokuxhumana ezithandwa kakhulu zikhululekile futhi zincike ekuthengiseni izikhangiso ukwenza imali. Ngale ndlela, amawebhusayithi okuxhumana nabantu aqhubeka ekhona kuphela ngenxa yamabhizinisi akhetha ukukhangisa nawo. Iqiniso kanye lokuthi amabhizinisi ayaqhubeka nokukhangisa ngezicelo zomphakathi kusho ukuthi ukukhangisa kuyaqhubeka nokuba yindlela yebhizinisi ephilayo, kuyilapho ukuqhuma ekudalweni kokuqukethwe kanye nezimboni zokumaketha zethonya zikhuluma nokusebenza kokuqukethwe njengeqhinga lebhizinisi.

Njengoba kushiwo, le ncwadi ihlose ukunikeza umhlahlandlela ophelele wokumaketha kwedijithali kanye nemidiya yezenhlalo yamabhizinisi amancane. Iqala ukushicilelwa ekwindla ka-2022 futhi izobuyekeza unyaka ngamunye ukuze ibonise amasimu ashintsha ngokushesha namathuba ahlolayo. Kuzozibumba impendulo elethwa ngabanikazi bamabhizinisi amancane bangempela. Ukunikeza impendulo enjalo nezeluleko kosomabhizinisi besikhathi esizayo njengoba wena nebhizinisi lakho nithuthuka nisebenzisa izindlela namasu akhona kule ncwadi, sicela usidubule i-imeyili ephathelene kokubili okusebenzayo nalokho okusebenzayo, noma ngemibuzo, [e-mail].

Uma sibheka phambili, sihlukanise umbhalo ube izingxenye ezimbili ezisezingeni eliphezulu. Yakha uhlaka lwamasu omqondo ezahlukweni ezine zokuqala. Khona-ke iyaqhubeka nokuhlola okuningiliziwe kokumaketha kwezokuxhumana, ukukhangisa kwezenhlalo, ukudalwa kokuqukethwe, kanye nezifundo ezihlobene ezihlanganiswe ngaphakathi komkhakha omkhulu wokumaketha kwedijithali. Le ncwadi ibhalwe ngokukhethekile nabanikazi bamabhizinisi amancane kanye nosomabhizinisi engqondweni.

3

QALA NGE-STRATEGY

Ukusebenza kanzima kuyingxenye ye-equation kuphela; umsebenzi ohlakaniphile esinye isigamu. Ngokufanayo, ukukhulisa ibhizinisi lakho ngokusebenzisa izindlela zedijithali kumayelana nje nokwazi ukuthi yini okufanele uyenze njengendlela yokwenza. Ngisho namasu edijithali enziwe kahle kakhulu ahluleka uma esetshenziswa kumapulatifomu angaphansi kwe-optimal noma, okubi nakakhulu, uma aklanyelwe ukushaya izinhloso ezingalungile.

Lezi zizathu kungani kugcizelelwa kangaka isu kulo lonke le ncwadi. Sizofika ekubulaweni, futhi wonke amathiphu namasu asemhlabathini-kodwa ngithembe kulokho kucabanga okusezingeni eliphezulu yilapho noma yiliphi ibhizinisi eliphumelelayo, elisebenza kunoma yimuphi umkhakha noma umbuso, liqala khona.

Amazinga amathathu akha iphrofayili yeqhinga lebhizinisi lakho: isu lomkhiqizo, isu ledijithali, kanye neqhinga lomphakathi. Ngenkathi ukugxila okukhulu kwale ncwadi ku-two yokugcina, sizohamba kuwo wonke amazinga amathathu ukuqinisekisa ukuthi ibhizinisi lakho liqala ngesisekelo esiqinile.

4

BRAND STRATEGY

Isu lomkhiqizo konke mayelana nobunikazi. Ihlola imibuzo yokuthi ibhizinisi lakho liyini, kungani likhona, nokuthi lizama ukufezani. Nailing phansi isu lakho brand kuqinisekisa ungakwazi ngamandla ukuxhumana brand yakho, okuzokusiza ukufinyelela amakhasimende akho target futhi ukhulise ibhizinisi lakho.

Okokuqala, yini brand? Sibheka umkhiqizo wakho njengendlela abantu (kuhlanganise nawe) ababheka ngayo ibhizinisi lakho. Isu lomkhiqizo limayelana nemiyalezo ehlanganisa amakhasimende angaba khona ngombono ovumayo webhizinisi lakho: ngaphambi kokwabelana ngalowo myalezo, noma kunjalo, udinga ukuqinisekisa ukuthi kokubili kumele ngokunembile ibhizinisi lakho futhi kunengqondo ngombono wokuthengisa.

Ukwakha isu lakho lomkhiqizo, zibuze imibuzo elandelayo. Kunconywa ukuthi uchaze imicabango yakho kwijenali noma isikhala esibanzi ngenye indlela:

Ubani ibhizinisi lakho fo? Yini inkinga exazululayo, noma edinga futhi efuna ihlangabezane nayo?

Kungani amakhasimende kufanele eze kuwe ngokumelene nezimbangi? Ingabe ushibhile, usezingeni eliphakeme, noma ungcono emvelweni? Uyini umsebenzi wakho, futhi yiziphi izindinganiso zakho?

Ufuna ibhizinisi lakho lizizwe kanjani? Ungase ukuthole lokhu njengokuzivocavoca okungajwayelekile, kodwa zama—cabanga ngobuntu, ithoni, kanye ne-vibe yebhizinisi njengokungathi umuntu.

Le mibuzo ifeza ingxenye yomqondo weqhinga lomkhiqizo, okungase kucatshangelwe njengengqikithi yakho yomkhiqizo-kulula nje,