Waarom Copyblogger’s Google+ 157% groeide terwijl reacties verdwenen

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De bekende website en blog Copyblogger zag onlangs een toename met 175% van het aantal fans op Google+. Dit gebeurde nadat ze de mogelijkheid tot het geven van reacties op hun blogberichten verwijderden. Het hoe en waarom van deze vreemde beslissingen en feiten leggen we je hieronder haarfijn uit. Misschien is deze werkwijze ook wel geschikt voor jouw website?

Sinds 24 maart 2014 is het niet meer mogelijk om een reactie achter laten op de website van Copyblogger. Een vreemde beslissing, die heel wat stof deed opwaaien. Want zeggen de experten niet steeds dat reacties en engagement heel belangrijk zijn? Gelukkig kan je nog wel reageren op de Google+ pagina van het bedrijf. En men doet veel moeite om je daarheen te sturen.

Waarom geen reacties meer op Copyblogger?

Reageren onder eigen naam

“Door bezoekers naar Google+ te sturen, vangt Copyblogger die in zijn marketingweb”

Om de beslissing van Copyblogger te begrijpen, moeten we eerst kijken naar de redenen waarom reacties op de website niet meer zo gewenst zijn.

Ten eerste zegt Copyblogger zelf dat er veel mensen zijn die veel tijd steken in het schrijven van uitgebreide reacties. Zou het niet leuk zijn als mensen deze reacties echt voor zichzelf konden schrijven? Door te reageren op Google+ onder je eigen naam reageer je niet alleen op een blogbericht, maar doe je meteen ook aan personal branding en positioneer je jezelf als een expert ter zake. Hetzelfde geldt voor reageren in een blogbericht op je eigen site. Niets dan voordelen voor de fans dus.

Weg met spam

Een groot probleem waar zowat elke site waar je reacties op kan achterlaten mee kampt, is de grote hoeveelheid spam. Bij Copyblogger was maar liefst 96% van alle reacties spam, een ongelooflijk hoog cijfer. Sommige spam wordt tegengehouden door filters, maar nu spammers steeds betere technieken gebruiken, kunnen filters niet meer altijd het verschil zien. Op Google+ kunnen mensen wel reageren, maar dan onder hun eigen naam, wat het risico op spam flink verkleint.

Natuurlijk verdwenen de reacties niet volledig, daarvoor zijn deze immers te waardevol. Daarom stimuleert Copyblogger zijn bezoekers om te reageren op Google+ of op Twitter. Daarvoor zetten ze sterke call-to-actions op het einde van elke blogpost.

De voordelen van reacties op Google+

Het verplaatsen van de mogelijkheid tot reageren naar Google+ heeft een heel aantal voordelen.

  1. Ten eerste betekent het een enorme besparing. Voorheen waren er immers mensen die manueel spam die niet ontdekt werd door de filters moesten tegenhouden. Op Google+ is het risico op spam veel kleiner, wat minder werk betekent.
  2. Door mensen op deze manier naar sociale media te sturen, vat je ze nog beter in de sales funnel. De kans is immers groot dat ze Copyblogger aan hun kringen zullen toevoegen. Zo krijgt de site de mogelijkheid om regelmatig in hun stream te verschijnen en zo aan marketing te doen. Heel anders dus dan wanneer iemand een artikel op de website zelf leest, reageert en daarna nooit meer terugkomt.

Google+ profiel kent groeiratio van 175%

“96% van de reacties op de website van Copyblogger was spam, een krachtige ingreep drong zich dus op”

Dat deze strategie werkt, bewijzen de cijfers van Google+. Terwijl de Google+ pagina van Copyblogger er voor de ingreep gemiddeld 15 volgers per dag bijkreeg, werden dat er na het verwijderen van de mogelijkheid tot reageren op de blog plotseling gemiddeld 40. Een stijging van 157% met andere woorden. Tot het moment van de berekening ging het slechts om een klein aantal artikels, want de ingreep werd nog niet retroactief toegepast. Dit cijfer zal dus nog flink stijgen.

Moet ik ook reacties schrappen van mijn blog?

Moet elke blog nu meteen stoppen met het toelaten van reacties en deze verhuizen naar Google+? Niet meteen. Voor de enorm grote, internationaal bekende blog van Copyblogger bleek dit een slimme zet. Omdat ze de eersten waren, konden ze op heel wat belangstelling rekenen. Voor de meeste Belgische blogs is reactiemogelijkheden verwijderen echter geen goed idee. Google+ wordt immers niet zo vaak gebruikt in ons land en het potentieel van Nederlandstalige blogs is bovendien beperkt. Daarom raden we je aan om toch met reacties op je blog zelf te blijven werken. Je kan er immers heel wat uit leren en het biedt mogelijkheden tot interactie met je klanten. Een goede moderatie van je blog blijft wel noodzakelijk.

Executive Summary

Copyblogger is een uiterst interessante case study. Deze internationaal bekende website schrapte de reactiemogelijkheden van zijn blog en stuurt nu al zijn fans die een reactie willen achterlaten naar Google+. Was dit een goede beslissing? En is zo’n ingreep ook voor jou website geschikt? We zochten het voor je uit!

1 Comment

  1. nike blazer

    1 month ago

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