{"id":7358,"date":"2017-06-22T14:19:01","date_gmt":"2017-06-22T07:19:01","guid":{"rendered":"https:\/\/thitruongsi.com\/kinh-nghiem\/?p=7358"},"modified":"2017-06-26T13:41:55","modified_gmt":"2017-06-26T06:41:55","slug":"vi-sao-startup-khong-nen-truyen-thong-qua-som","status":"publish","type":"post","link":"https:\/\/thitruongsi.com\/kinh-nghiem\/vi-sao-startup-khong-nen-truyen-thong-qua-som\/","title":{"rendered":"V\u00ec sao startup kh\u00f4ng n\u00ean truy\u1ec1n th\u00f4ng qu\u00e1 s\u1edbm?"},"content":{"rendered":"

B\u00e0i h\u1ecdc t\u1eeb Ello<\/strong><\/p>\n

M\u00f9a Thu n\u0103m 2014, Facebook \u0111\u1ed1i di\u1ec7n v\u1edbi c\u01a1n b\u00e3o ph\u1ea3n \u1ee9ng t\u1eeb ng\u01b0\u1eddi d\u00f9ng do \u00e1p d\u1ee5ng ch\u00ednh s\u00e1ch s\u1eed d\u1ee5ng t\u00ean th\u1eadt tr\u00ean Facebook v\u00e0 sau \u0111\u00f3 b\u00e1n l\u1ea1i th\u00f4ng tin c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. Khi \u0111\u00f3, m\u1ed9t m\u1ea1ng x\u00e3 h\u1ed9i m\u1edbi v\u1edbi t\u00ean g\u1ecdi Ello \u0111\u00e3 nhanh ch\u00f3ng ch\u1edbp th\u1eddi c\u01a1.<\/p>\n

Ello ra \u0111\u1eddi v\u1edbi cam k\u1ebft cho ph\u00e9p qu\u1ea3ng c\u00e1o mi\u1ec5n ph\u00ed, v\u00e0 kh\u00f4ng bao gi\u1edd b\u00e1n d\u1eef li\u1ec7u c\u1ee7a ng\u01b0\u1eddi d\u00f9ng, v\u00ec “B\u1ea1n kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m”. Th\u1eddi \u0111i\u1ec3m ra m\u1eaft kh\u00f4ng th\u1ec3 ho\u00e0n h\u1ea3o h\u01a1n. B\u00e1o ch\u00ed g\u1ecdi Ello l\u00e0 “m\u1ea1ng x\u00e3 h\u1ed9i ch\u1ed1ng Facebook”. K\u1ebft qu\u1ea3 l\u00e0 m\u1ed7i gi\u1edd c\u00f3 30.000 ng\u01b0\u1eddi d\u00f9ng m\u1edbi g\u1eedi y\u00eau c\u1ea7u tham gia m\u1ea1ng x\u00e3 h\u1ed9i Ello.<\/p>\n

Song, th\u00e0nh c\u00f4ng n\u00e0y nhanh ch\u00f3ng c\u00f3 v\u1ecb ch\u00e1t. Khi c\u1ed9ng t\u00e1c v\u1edbi m\u1ed9t v\u00e0i nh\u00e0 thi\u1ebft k\u1ebf v\u00e0 l\u1eadp tr\u00ecnh t\u1ea1i Vermont, Ello kh\u00f4ng c\u00f3 \u0111\u1ee7 thi\u1ebft b\u1ecb \u0111\u1ec3 x\u1eed l\u00fd m\u1ed9t l\u01b0\u1ee3ng truy c\u1eadp l\u1edbn nh\u01b0 v\u1eady v\u00e0 g\u00e2y ra nhi\u1ec1u tr\u1ea3i nghi\u1ec7m x\u1ea5u cho ng\u01b0\u1eddi d\u00f9ng. H\u01a1n h\u1ebft, trang Ello v\u1eabn ch\u1ec9 m\u1edbi \u0111\u1ecbnh h\u00ecnh ph\u1ea7n khung v\u00e0 nhi\u1ec1u ng\u01b0\u1eddi d\u00f9ng khi tham gia l\u1ea1i mong \u0111\u1ee3i nh\u1eefng t\u00ednh n\u0103ng t\u01b0\u01a1ng t\u1ef1 nh\u01b0 Facebook \u0111\u00e3 b\u1ecb th\u1ea5t v\u1ecdng. D\u0129 nhi\u00ean, th\u00e0nh c\u00f4ng c\u1ee7a Ello kh\u00f4ng k\u00e9o d\u00e0i.<\/p>\n

C\u00e2u chuy\u1ec7n c\u1ee7a Ello cho th\u1ea5y m\u1ed9t th\u1ef1c t\u1ebf c\u00f3 th\u1ec3 x\u1ea3y ra khi m\u1ed9t startup \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng v\u1ec1 truy\u1ec1n th\u00f4ng v\u01b0\u1ee3t qu\u00e1 kh\u1ea3 n\u0103ng v\u1eadn h\u00e0nh c\u1ee7a h\u1ecd \u1edf th\u1eddi \u0111i\u1ec3m \u0111\u00f3.<\/p>\n

Truy\u1ec1n th\u00f4ng: c\u1ea7n nh\u01b0ng kh\u00f4ng qu\u00e1 kh\u1ea9n<\/strong><\/p>\n

H\u1ea7u h\u1ebft nh\u1eefng nh\u00e0 s\u00e1ng l\u1eadp mu\u1ed1n \u0111\u1ea7u t\u01b0 m\u1ed9t ph\u1ea7n v\u00e0o vi\u1ec7c ph\u1ee7 s\u00f3ng truy\u1ec1n th\u00f4ng. H\u1ecd bi\u1ebft r\u1eb1ng truy\u1ec1n th\u00f4ng r\u1ed9ng r\u00e3i c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t t\u00edn hi\u1ec7u s\u1edbm, quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n kinh doanh. Truy\u1ec1n th\u00f4ng gi\u00fap thu h\u00fat c\u00e1c kh\u00e1ch h\u00e0ng, \u0111\u1ed1i t\u00e1c, nh\u00e2n vi\u00ean v\u00e0 c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 m\u00e0 c\u00f4ng ty c\u1ea7n \u0111\u1ec3 “c\u1ea5t c\u00e1nh”.<\/p>\n

C\u00e1c nghi\u00ean c\u1ee9u c\u0169ng h\u1eadu thu\u1eabn cho lu\u1eadn \u0111i\u1ec3m n\u00e0y. C\u1ee5 th\u1ec3, HBR \u0111\u00e3 nghi\u00ean c\u1ee9u 60 c\u00f4ng ty \u0111\u01b0\u1ee3c h\u1eadu thu\u1eabn b\u1edfi c\u00e1c nh\u00e0 \u0111\u1ea7u t\u01b0 m\u1ea1o hi\u1ec3m v\u00e0 ph\u00e1t hi\u1ec7n ra r\u1eb1ng nh\u1eefng startup th\u00e0nh c\u00f4ng \u0111\u1ec1u g\u1ea7n nh\u01b0 thu h\u00fat \u0111\u01b0\u1ee3c nhi\u1ec1u \u0111\u01a1n v\u1ecb truy\u1ec1n th\u00f4ng \u0111\u01b0a tin v\u1ec1 ho\u1ea1t \u0111\u1ed9ng trong su\u1ed1t qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng. C\u00e1c c\u00f4ng ty th\u00e0nh c\u00f4ng \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn trong nhi\u1ec1u b\u00e0i vi\u1ebft, ti\u00eau \u0111\u1ec1 l\u1edbn c\u1ee7a c\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n, c\u00e1c \u0111\u01a1n v\u1ecb \u0111\u01b0a tin h\u01a1n so v\u1edbi c\u00e1c c\u00f4ng ty th\u1ea5t b\u1ea1i.<\/p>\n

Nghi\u00ean c\u1ee9u n\u00e0y c\u00f3 th\u1ec3 gia t\u0103ng th\u00eam \u00e1p l\u1ef1c v\u1edbi c\u00e1c startup trong quan \u0111i\u1ec3m c\u1ea7n \u0111\u1ed5 ti\u1ec1n c\u1ee7a v\u00e0o chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng c\u00e0ng s\u1edbm c\u00e1ng t\u1ed1t. Th\u1ef1c t\u1ebf kh\u00f4ng \u0111\u01a1n gi\u1ea3n nh\u01b0 v\u1eady.<\/p>\n

Truy\u1ec1n th\u00f4ng l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng trong x\u00e2y d\u1ef1ng doanh nghi\u1ec7p, nh\u01b0ng s\u1ef1 thu h\u00fat truy\u1ec1n th\u00f4ng ph\u1ea3i \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u01b0\u1edbng b\u1edfi c\u00e1c t\u0103ng tr\u01b0\u1edfng th\u1ef1c s\u1ef1 c\u1ee7a doanh nghi\u1ec7p trong l\u0129nh v\u1ef1c kinh doanh c\u1ed1t l\u00f5i.<\/p>\n

Khi c\u00e1c nh\u00e0 s\u00e1ng l\u1eadp “m\u1eddi g\u1ecdi” truy\u1ec1n th\u00f4ng t\u1eeb qu\u00e1 s\u1edbm, h\u1ecd s\u1ebd kh\u00f4ng th\u1ec3 cung c\u1ea5p k\u1ecbp c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 theo ch\u1ea5t l\u01b0\u1ee3ng \u0111\u00e3 h\u1ee9a v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n

M\u1ed9t trong nh\u1eefng \u0111i\u1ec1u \u0111\u1ea7u ti\u00ean c\u00e1c doanh nghi\u1ec7p m\u1edbi c\u1ea7n l\u00e0m l\u00e0 ph\u00e1c th\u1ea3o m\u1ed9t c\u00e2u chuy\u1ec7n r\u00f5 r\u00e0ng v\u1ec1 c\u00f4ng ty, nh\u01b0: v\u00ec sao c\u00f4ng ty \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp, m\u1ee5c ti\u00eau c\u00f4ng ty l\u00e0 g\u00ec. \u0110\u00e2y l\u00e0 nh\u1eefng n\u1ec1n t\u1ea3ng c\u01a1 b\u1ea3n \u0111\u1ec3 thu h\u00fat v\u00e0 \u0111\u1ed9ng vi\u00ean nh\u00e2n vi\u00ean, ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c c\u0169ng nh\u01b0 tr\u00ecnh b\u00e0y tr\u01b0\u1edbc kh\u00e1ch h\u00e0ng v\u00e0 nh\u00e0 \u0111\u1ea7u t\u01b0.<\/p>\n

C\u00e1c c\u00e2u h\u1ecfi n\u00e0y c\u0169ng l\u00e0 b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean \u0111\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1ch ti\u1ebfp c\u1eadn truy\u1ec1n th\u00f4ng c\u1ee7a b\u1ea1n, nh\u01b0ng n\u00f3 ch\u01b0a c\u1ea7n thi\u1ebft khi b\u1ea1n ch\u01b0a x\u00e1c \u0111\u1ecbnh r\u00f5 c\u00e1c quy tr\u00ecnh l\u00e0m vi\u1ec7c, d\u00e2y chuy\u1ec1n cung \u1ee9ng ho\u1eb7c m\u00f4 h\u00ecnh kinh doanh c\u1ee5 th\u1ec3.<\/p>\n

Th\u1eddi \u0111i\u1ec3m t\u1ed1t nh\u1ea5t \u0111\u1ec3 b\u1eaft \u0111\u1ea7u b\u01b0\u1edbc ra c\u00f4ng ch\u00fang l\u00e0 khi c\u00f4ng ty c\u1ee7a b\u1ea1n \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ed9t c\u1ed9t m\u1ed1c ph\u00e1t tri\u1ec3n nh\u1ea5t \u0111\u1ecbnh, nh\u01b0: thu h\u00fat \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng m\u1edbi ho\u1eb7c ra m\u1eaft s\u1ea3n ph\u1ea9m. T\u1eadp trung nghi\u00ean c\u1ee9u c\u00e1c m\u1ee5c ti\u00eau c\u1ee7a c\u00f4ng ty v\u00e0 qu\u1ea3ng b\u00e1 sau khi b\u1ea1n \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c ch\u00fang. Khi b\u1ea1n \u0111\u01b0\u1ee3c truy\u1ec1n th\u00f4ng ch\u00fa \u00fd, h\u00e3y lan t\u1ecfa r\u1ed9ng r\u00e3i v\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1c \u0111\u1ed1i t\u00e1c m\u1ee5c ti\u00eau (nh\u00e0 \u0111\u1ea7u t\u01b0, \u0111\u1ed1i t\u00e1c kinh doanh…) \u0111\u1ec1u th\u1ea5y \u0111\u01b0\u1ee3c ch\u00fang.<\/p>\n

\u0110\u1eebng lo l\u1eafng qu\u00e1 m\u1ee9c v\u1ec1 vi\u1ec7c c\u00e1c tin t\u1ee9c xu\u1ea5t hi\u1ec7n ti\u00eau c\u1ef1c, v\u00ec theo nghi\u00ean c\u1ee9u c\u1ee7a HBR, s\u1ef1 quan t\u00e2m c\u1ee7a b\u00e1o ch\u00ed l\u00e0 d\u1ea5u hi\u1ec7u t\u1ed1t cho th\u1ea5y v\u1ecb th\u1ebf c\u1ee7a doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng. Ch\u1eb3ng h\u1ea1n, c\u00e1c r\u1eafc r\u1ed1i v\u1ec1 l\u1ea1m d\u1ee5ng t\u00ecnh d\u1ee5c ho\u1eb7c l\u1ed1i h\u00e0nh x\u1eed c\u1ee7a t\u00e0i x\u1ebf Uber s\u1ebd kh\u00f4ng b\u1ecb b\u00e1o ch\u00ed th\u1ebf gi\u1edbi \u0111\u1ec1 c\u1eadp n\u1ebfu nh\u01b0 Uber kh\u00f4ng ph\u1ea3i l\u00e0 ng\u01b0\u1eddi \u0111\u1ee9ng \u0111\u1ea7u c\u1ee7a m\u1ea3ng kinh doanh n\u00e0y.<\/p>\n

M\u1ed9t b\u00ed quy\u1ebft quan tr\u1ecdng kh\u00e1c v\u1edbi c\u00e1c startup v\u1eeba h\u00ecnh th\u00e0nh: n\u00ean c\u1ea9n tr\u1ecdng tr\u01b0\u1edbc khi quy\u1ebft \u0111\u1ecbnh h\u1ee3p t\u00e1c v\u1edbi c\u00e1c c\u00f4ng ty truy\u1ec1n th\u00f4ng ho\u1eb7c nh\u00e2n s\u1ef1 truy\u1ec1n th\u00f4ng. Nh\u1eefng ng\u01b0\u1eddi th\u1ef1c s\u1ef1 gi\u1ecfi th\u00ec b\u1ea1n kh\u00f4ng \u0111\u1ee7 ti\u1ec1n \u0111\u1ec3 tr\u1ea3 m\u00e0 nh\u1eefng ng\u01b0\u1eddi \u0111\u1ec1 ngh\u1ecb h\u1ed7 tr\u1ee3 mi\u1ec5n ph\u00ed th\u00ec n\u00ean tr\u00e1nh.<\/p>\n

T\u00f3m l\u1ea1i, m\u1ecdi c\u00f4ng ty \u0111\u1ec1u c\u1ea7n chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng \u0111\u1ec3 x\u00e2y d\u1ef1ng nh\u1eadn th\u1ee9c v\u00e0 ph\u00e1t tri\u1ec3n doanh s\u1ed1, song \u0111\u00e2y ch\u1ec9 l\u00e0 m\u1ed9t m\u1ea3nh gh\u00e9p trong b\u1ee9c tranh t\u1ed5ng th\u1ec3. C\u00e1c ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng n\u00ean \u0111\u1ed3ng nh\u1ea5t v\u1edbi m\u1ee9c \u0111\u1ed9 ph\u00e1t tri\u1ec3n th\u1ef1c s\u1ef1 c\u1ee7a c\u00f4ng ty. C\u00e1c c\u00f4ng ty th\u00e0nh c\u00f4ng ngo\u00e0i vi\u1ec7c k\u1ec3 chuy\u1ec7n hi\u1ec7u qu\u1ea3, h\u1ecd c\u0169ng x\u00e2y d\u1ef1ng c\u1ea3 nh\u1eefng n\u1ec1n t\u1ea3ng b\u1ec1n v\u1eefng \u0111\u1ec3 k\u1ec3 chuy\u1ec7n trong t\u01b0\u01a1ng lai.<\/p>\n

Theo L\u00c2M NGHI (theo HBR)<\/strong><\/p>\n

Doanh Nh\u00e2n S\u00e0i G\u00f2n<\/p>\n","protected":false},"excerpt":{"rendered":"

B\u00e0i h\u1ecdc t\u1eeb Ello M\u00f9a Thu n\u0103m 2014, Facebook \u0111\u1ed1i di\u1ec7n v\u1edbi c\u01a1n b\u00e3o ph\u1ea3n \u1ee9ng t\u1eeb ng\u01b0\u1eddi d\u00f9ng do \u00e1p d\u1ee5ng ch\u00ednh s\u00e1ch s\u1eed d\u1ee5ng t\u00ean th\u1eadt tr\u00ean Facebook v\u00e0 sau \u0111\u00f3 b\u00e1n l\u1ea1i th\u00f4ng tin c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. Khi \u0111\u00f3, m\u1ed9t m\u1ea1ng x\u00e3 h\u1ed9i m\u1edbi v\u1edbi t\u00ean g\u1ecdi Ello \u0111\u00e3 nhanh ch\u00f3ng ch\u1edbp …<\/p>\n","protected":false},"author":4,"featured_media":7359,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46,64],"tags":[],"class_list":["post-7358","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ban-le","category-kinh-nghiem-ban-le"],"yoast_head":"\nV\u00ec sao startup kh\u00f4ng n\u00ean truy\u1ec1n th\u00f4ng qu\u00e1 s\u1edbm? - Th\u1ecb Tr\u01b0\u1eddng S\u1ec9 Blog<\/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:\/\/thitruongsi.com\/kinh-nghiem\/vi-sao-startup-khong-nen-truyen-thong-qua-som\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"V\u00ec sao startup kh\u00f4ng n\u00ean truy\u1ec1n th\u00f4ng qu\u00e1 s\u1edbm? - Th\u1ecb Tr\u01b0\u1eddng S\u1ec9 Blog\" \/>\n<meta property=\"og:description\" content=\"B\u00e0i h\u1ecdc t\u1eeb Ello M\u00f9a Thu n\u0103m 2014, Facebook \u0111\u1ed1i di\u1ec7n v\u1edbi c\u01a1n b\u00e3o ph\u1ea3n \u1ee9ng t\u1eeb ng\u01b0\u1eddi d\u00f9ng do \u00e1p d\u1ee5ng ch\u00ednh s\u00e1ch s\u1eed d\u1ee5ng t\u00ean th\u1eadt tr\u00ean Facebook v\u00e0 sau \u0111\u00f3 b\u00e1n l\u1ea1i th\u00f4ng tin c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. 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