{"id":22261,"date":"2018-12-19T17:01:12","date_gmt":"2018-12-19T10:01:12","guid":{"rendered":"https:\/\/gudjob.net\/?p=22261"},"modified":"2018-12-19T17:01:12","modified_gmt":"2018-12-19T10:01:12","slug":"tai-sao-stories-giup-xuc-tien-thuong-hieu","status":"publish","type":"post","link":"https:\/\/gudjob.net\/cn\/blog\/tai-sao-stories-giup-xuc-tien-thuong-hieu\/","title":{"rendered":"T\u1ea1i sao stories gi\u00fap x\u00fac ti\u1ebfn th\u01b0\u01a1ng hi\u1ec7u"},"content":{"rendered":"

<\/p>\n

C\u00e1c \u0111\u1ecbnh d\u1ea1ng Stories \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn \u0111\u1ec3 l\u01b0u gi\u1eef tr\u00ed t\u01b0\u1edfng t\u01b0\u1ee3ng c\u1ee7a m\u1ecdi ng\u01b0\u1eddi. Tuy nhi\u00ean nh\u1eefng m\u1ea9u Stories nh\u1ecf trong v\u00f2ng 24h n\u00e0y bao g\u1ed3m: Facebook Stories, Instagram Stories, Messenger Stories v\u00e0 tr\u1ea1ng th\u00e1i WhatsApp c\u00f2n gi\u00fap c\u1ee7ng c\u1ed1 \u201ct\u00ecnh th\u00e2n\u201d c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u0169ng nh\u01b0 th\u00fac \u0111\u1ea9y doanh s\u1ed1. Tr\u00ean th\u1ef1c t\u1ebf, h\u01a1n 1 trong 2 ng\u01b0\u1eddi \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t tr\u00ean 12 qu\u1ed1c gia cho bi\u1ebft h\u1ecd \u0111ang s\u1eed d\u1ee5ng stories th\u1ef1c hi\u1ec7n nhi\u1ec1u giao d\u1ecbch mua h\u00e0ng tr\u1ef1c tuy\u1ebfn h\u01a1n.<\/strong><\/p>\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng g\u00ec b\u1ea1n c\u1ea7n bi\u1ebft v\u1ec1 \u0111\u1ecbnh d\u1ea1ng Stories \u2013 nh\u1eefng th\u00f4ng tin n\u00e0y \u0111\u01b0\u1ee3c thu th\u1eadp b\u1edfi kh\u1ea3o s\u00e1t d\u01b0\u1edbi d\u1ea1ng h\u00ecnh \u1ea3nh v\u00e0 video – th\u00fac \u0111\u1ea9y qu\u00e1 tr\u00ecnh mua h\u00e0ng v\u00e0 nh\u1eefng g\u00ec ng\u01b0\u1eddi mua c\u1ea7n t\u00ecm hi\u1ec3u tr\u00ean stories t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0o th\u1eddi \u0111i\u1ec3m ch\u00fang \u0111\u01b0\u1ee3c xem v\u00e0 chia s\u1ebb trong 24h tr\u00ean social media. S\u1ef1 th\u1eadt ng\u1ea7m hi\u1ec3u (Insight) n\u00e0y d\u1ef1a tr\u00ean kh\u1ea3o s\u00e1t FB \u1ee7y quy\u1ec1n v\u00e0 th\u1ef1c hi\u1ec7n b\u1edfi Ipsos tr\u00ean 18000 ng\u01b0\u1eddi t\u1eeb 13-54 tu\u1ed5i \u0111\u1ebfn t\u1eeb 12 qu\u1ed1c gia. Nh\u1eefng ng\u01b0\u1eddi n\u00e0y t\u1ef1 b\u00e1o c\u00e1o vi\u1ec7c s\u1eed d\u1ee5ng stories tr\u00ean FB ho\u1eb7c c\u00e1c apps. \u0110a s\u1ed1 h\u1ecd s\u1eed d\u1ee5ng stories tr\u00ean nhi\u1ec1u n\u1ec1n t\u1ea3ng social media.<\/p>\n

\n

68% ng\u01b0\u1eddi \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t cho bi\u1ebft h\u1ecd s\u1eed d\u1ee5ng stories tr\u00ean 3 apps ho\u1eb7c h\u01a1n v\u00e0 s\u1eed d\u1ee5ng ch\u00fang h\u01a1n 1 l\u1ea7n\/tu\u1ea7n.<\/strong><\/em><\/p>\n<\/blockquote>\n

C\u00e1ch \u0111\u1ec3 Stories th\u00fac \u0111\u1ea9y mua s\u1eafm<\/h2>\n

\u0110\u1ecbnh d\u1ea1ng c\u1ee7a Stories cho ph\u00e9p ch\u00fang ta th\u1ec3 hi\u1ec7n b\u1ea3n th\u00e2n m\u1ed9t c\u00e1ch s\u00e1ng t\u1ea1o c\u0169ng nh\u01b0 tr\u1ea3i nghi\u1ec7m nh\u1eefng kho\u1ea3nh kh\u1eafc ngo\u00e0i cu\u1ed9c s\u1ed1ng \u0111\u1eddi th\u01b0\u1eddng v\u00e0 nh\u1eadn th\u1ea5y b\u1ea3n th\u00e2n l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a th\u1ebf gi\u1edbi r\u1ed9ng l\u1edbn nh\u01b0 kh\u1ea3o s\u00e1t \u0111\u00e3 \u0111\u1ec1 c\u1eadp. N\u00f3 c\u00f2n t\u1ea1o c\u01a1 h\u1ed9i \u0111\u1ec3 ch\u00fang ta t\u01b0\u01a1ng t\u00e1c v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c v\u00e0 th\u01b0\u01a1ng hi\u1ec7u. Qua Stories, m\u1ed9t ng\u01b0\u1eddi mua s\u1eafm c\u00f3 th\u1ec3 kh\u00e1m ph\u00e1 m\u1ed9t d\u00f2ng qu\u1ea7n \u00e1o m\u1edbi, th\u1ea5y m\u1ed9t lo\u1ea1t c\u00e1c l\u1eddi khuy\u00ean t\u00e0i ch\u00ednh c\u00e1 nh\u00e2n ho\u1eb7c theo d\u00f5i nh\u1eefng c\u1ea3nh h\u1eadu tr\u01b0\u1eddng ng\u1eafn v\u1ec1 c\u00e1ch l\u00e0m c\u1ee7a c\u00e1c m\u00f3n \u0103n nh\u1eb9 m\u00e0 h\u1ecd \u01b0a th\u00edch.<\/p>\n

M\u1ecdi ng\u01b0\u1eddi th\u00edch d\u00f9ng stories \u0111\u1ec3 k\u1ebft n\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00f3 \u00fd \u0111\u1ecbnh th\u01b0\u1eddng xuy\u00ean d\u00f9ng stories \u0111\u1ec3 k\u1ebft n\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u.<\/strong><\/p>\n

\n

69% n\u00f3i r\u1eb1ng Stories l\u00e0 m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 \u0111\u1ec3 m\u1ecdi ng\u01b0\u1eddi bi\u1ebft \u0111\u1ebfn s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 m\u1edbi.<\/h2>\n<\/blockquote>\n
\n

62% n\u00f3i r\u1eb1ng h\u1ecd quan t\u00e2m t\u1edbi s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u h\u01a1n sau khi xem ch\u00fang tr\u00ean Stories.<\/h2>\n<\/blockquote>\n
\n

31% n\u00f3i r\u1eb1ng h\u1ecd s\u1ebd ti\u1ebfp t\u1ee5c s\u1eed d\u1ee5ng Stories \u0111\u1ec3 k\u1ebft n\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u h\u1ecd th\u00edch.<\/h2>\n<\/blockquote>\n

Stories c\u0169ng gi\u00fap c\u00e1c marketers h\u01b0\u1edbng d\u1eabn kh\u00e1ch h\u00e0ng mua s\u1eafm v\u00e0 t\u1ea1o ra k\u1ebft n\u1ed1i b\u1ec1n ch\u1eb7t h\u01a1n gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u1edbi m\u1ecdi ng\u01b0\u1eddi. Kho\u1ea3ng 50% ng\u01b0\u1eddi \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t s\u1eed d\u1ee5ng stories n\u00f3i r\u1eb1ng stories t\u0103ng c\u01b0\u1eddng c\u00e1c m\u1ed1i quan h\u1ec7 c\u1ee7a h\u1ecd v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u, v\u00e0 r\u1ea5t nhi\u1ec1u trong s\u1ed1 h\u1ecd ph\u1ea3n \u00e1nh stories cho th\u1ea5y \u0111\u1ea9y h\u1ecd th\u00f4ng qua qu\u00e1 tr\u00ecnh mua h\u00e0ng.<\/p>\n

Tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c khu v\u1ef1c \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t, nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t cho bi\u1ebft h\u1ecd sau khi nh\u00ecn th\u1ea5y s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 tr\u00ean stories h\u1ecd s\u1ebd l\u00ean trang web c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 t\u00ecm hi\u1ec3u th\u00eam th\u00f4ng tin v\u00e0 t\u00ecm ki\u1ebfm s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 tr\u00ean c\u00e1c trang web th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. Tuy nhi\u00ean c\u0169ng c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi cho bi\u1ebft h\u1ecd t\u1ef1 m\u00ecnh \u0111\u1ebfn c\u1eeda h\u00e0ng \u0111\u1ec3 xem s\u1ea3n ph\u1ea9m ho\u1eb7c tr\u1ea3i nghi\u1ec7m d\u1ecbch v\u1ee5 (34% t\u1ea1i c\u00e1c th\u1ecb tr\u01b0\u1eddng ch\u00e2u M\u1ef9 La tinh v\u00e0 31% t\u1ea1i c\u00e1c th\u1ecb tr\u01b0\u1eddng ch\u00e2u \u00c1 Th\u00e1i B\u00ecnh D\u01b0\u01a1ng\u2026)<\/p>\n

4 H\u00c0NH \u0110\u1ed8NG ng\u01b0\u1eddi \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t n\u00f3i r\u1eb1ng h\u1ecd \u0111\u00e3 th\u1ef1c hi\u1ec7n sau khi nh\u00ecn th\u1ea5y m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 trong Stories.<\/h3>\n
\"|\"<\/picture>
56% truy c\u1eadp trang web c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 t\u00ecm ki\u1ebfm th\u00f4ng tin<\/strong><\/figcaption><\/figure>\n
\"|\"<\/picture>
50% t\u00ecm ki\u1ebfm s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 tr\u00ean website c\u00f3 b\u00e1n<\/strong><\/figcaption><\/figure>\n
\"|\"<\/picture>
38% n\u00f3i v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c v\u1ec1 s\u1ea3n ph\u1ea9m<\/strong><\/figcaption><\/figure>\n
\"|\"<\/picture>
34% \u0111\u1ebfn c\u1eeda h\u00e0ng \u0111\u1ec3 xem s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5<\/strong><\/figcaption><\/figure>\n

\u0110i\u1ec1u g\u00ec l\u00e0m cho c\u00e2u chuy\u1ec7n th\u01b0\u01a1ng hi\u1ec7u (brand stories) n\u1ed5i b\u1eadt<\/h2>\n

Kh\u1ea3o s\u00e1t ch\u1ec9 ra r\u1eb1ng s\u1ef1 ch\u00fa \u00fd c\u1ee7a m\u1ecdi ng\u01b0\u1eddi l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng t\u1ea1o n\u00ean brand stories<\/p>\n

5 lo\u1ea1i stories m\u1ecdi ng\u01b0\u1eddi mu\u1ed1n t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n
\n

51% stories n\u00f3i v\u1ec1 b\u00e1n h\u00e0ng v\u00e0 khuy\u1ebfn m\u00e3i<\/h2>\n<\/blockquote>\n
\n

51% stories ng\u1eafn v\u00e0 d\u1ec5 hi\u1ec3u<\/h2>\n<\/blockquote>\n
\n

49% stories v\u1ec1 m\u1eb9o v\u1eb7t v\u00e0 l\u1eddi khuy\u00ean<\/h2>\n<\/blockquote>\n
\n

44% stories gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m m\u1edbi<\/h2>\n<\/blockquote>\n
\n

43% stories t\u1ea1o c\u1ea3m gi\u00e1c th\u1eadt<\/h2>\n<\/blockquote>\n

T\u1ea1i Brazil, \u0110\u1ee9c v\u00e0 Indonesia, c\u00e1c stories truy\u1ec1n c\u1ea3m h\u1ee9ng ho\u1eb7c n\u00e2ng cao tinh th\u1ea7n lu\u00f4n n\u1eb1m trong top 5, t\u1ea1i \u00dac v\u00e0 Mexico, nh\u1eefng stories v\u1ec1 c\u00e1c s\u1ef1 ki\u1ec7n (ch\u01b0\u01a1ng tr\u00ecnh, bu\u1ed5i h\u00f2a nh\u1ea1c, h\u1ed9i ch\u1ee3, vv) li\u00ean quan t\u1edbi c\u00e1 nh\u00e2n th\u01b0\u1eddng d\u1eabn \u0111\u1ea7u.<\/p>\n

Marketers c\u00f3 th\u1ec3 l\u00e0m cho c\u00e2u chuy\u1ec7n c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u d\u1ec5 hi\u1ec3u b\u1eb1ng c\u00e1ch th\u00eam ch\u00fa th\u00edch ho\u1eb7c c\u1ea3m nh\u1eadn v\u00ec d\u1eef li\u1ec7u to\u00e0n c\u1ea7u c\u1ee7a Instagram ch\u1ec9 ra r\u1eb1ng 40% Stories c\u1ee7a Instagram v\u1edbi video \u0111\u01b0\u1ee3c xem v\u1edbi \u00e2m thanh sound-off. V\u00e0 marketer l\u00e0m cho stories c\u1ee7a m\u00ecnh \u0111\u00e1ng tin h\u01a1n b\u1eb1ng c\u00e1ch chia s\u1ebb n\u1ed9i dung tr\u1ef1c ti\u1ebfp t\u1eeb c\u00e1c s\u1ef1 ki\u1ec7n ho\u1eb7c nh\u1eefng \u0111o\u1ea1n phim th\u00f4 c\u1ee7a ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng (influencers).<\/p>\n

Tuy nhi\u00ean, c\u0169ng c\u00f3 th\u1ec3 cho r\u1eb1ng s\u1ef1 s\u00e1ng t\u1ea1o l\u00e0 th\u00e0nh ph\u1ea7n thi\u1ebft y\u1ebfu nh\u1ea5t l\u00e0m cho brand stories tr\u1edf n\u00ean hi\u1ec7u qu\u1ea3. V\u00ec v\u1eady, h\u00e3y ki\u1ec3m tra c\u00e1c v\u00ed d\u1ee5 c\u1ee7a c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng v\u1edbi Facebook Stories v\u00e0 Instagram stories \u0111\u1ec3 t\u00ecm c\u1ea3m h\u1ee9ng nh\u01b0 c\u1ee7a Facebook Creative Shop, ch\u01a1i nhi\u1ec1u h\u01a1n.<\/p>\n

——-<\/p>\n

B\u00e0i h\u1ecdc v\u1edbi c\u00e1c Marketers<\/strong><\/h2>\n

Gia t\u0103ng chi\u1ebfn l\u01b0\u1ee3c stories<\/strong><\/h3>\n

Kh\u1ea3o s\u00e1t ch\u1ec9 ra r\u1eb1ng nhi\u1ec1u ng\u01b0\u1eddi mu\u1ed1n xem n\u1ed9i dung t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u trong c\u00e1c Stories, \u0111\u1eb7c bi\u1ec7t l\u00e0 khi stories bao g\u1ed3m vi\u1ec7c b\u00e1n h\u00e0ng hay ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i v\u00e0 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ti\u00eau th\u1ee5 m\u1ed9t c\u00e1ch nhanh ch\u00f3ng v\u00e0 d\u1ec5 d\u00e0ng. \u0110\u1eebng ch\u1eadm tr\u1ec5 trong vi\u1ec7c s\u1eed d\u1ee5ng \u0111\u1ecbnh d\u1ea1ng m\u1edbi n\u00e0y \u0111\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c m\u1ed1i quan h\u1ec7 g\u1ea7n g\u0169i h\u01a1n v\u1edbi kh\u00e1n gi\u1ea3 c\u1ee7a b\u1ea1n v\u00e0 ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng m\u1edbi<\/p>\n

Gi\u1eef cho stories lu\u00f4n m\u1edbi m\u1ebb.<\/strong><\/h3>\n

M\u1ecdi ng\u01b0\u1eddi chuy\u1ec3n sang stories v\u00ec n\u1ed9i dung m\u1edbi l\u1ea1 bao g\u1ed3m n\u1ed9i dung li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m m\u1edbi. V\u00ed d\u1ee5, GAP Instagram s\u1eed d\u1ee5ng c\u00e2u chuy\u1ec7n \u0111\u1ec3 gi\u1edbi thi\u1ec7u m\u1ed9t d\u00f2ng qu\u1ea7n \u00e1o m\u1edbi \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 bi\u1ec3u t\u01b0\u1ee3ng remix. \u0110\u1ec3 n\u1eafm b\u1eaft s\u1ef1 ch\u00fa \u00fd c\u1ee7a m\u1ecdi ng\u01b0\u1eddi, th\u01b0\u01a1ng hi\u1ec7u s\u1eed d\u1ee5ng m\u1ed9t phi\u00ean b\u1ea3n hip-hop remix c\u1ee7a b\u00e0i h\u00e1t Thompson Twins c\u1ed5 \u0111i\u1ec3n “Hold Me Now”. V\u00e0 \u0111\u1ec3 t\u0103ng l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u00e0m nh\u1eefng th\u1ebb c\u00f3 th\u1ec3 nh\u1ea5p \u0111\u1ec3 d\u1eabn \u0111\u1ebfn \u0111\u01b0\u1eddng link c\u1ee7a website c\u1ee7a h\u1ecd.<\/p>\n

Ngu\u1ed3n: Facebook<\/em><\/p>\n

<\/p>","protected":false},"excerpt":{"rendered":"

C\u00e1c \u0111\u1ecbnh d\u1ea1ng Stories \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn \u0111\u1ec3 l\u01b0u gi\u1eef tr\u00ed t\u01b0\u1edfng t\u01b0\u1ee3ng c\u1ee7a m\u1ecdi ng\u01b0\u1eddi. Tuy nhi\u00ean nh\u1eefng m\u1ea9u Stories nh\u1ecf trong v\u00f2ng 24h n\u00e0y bao g\u1ed3m: Facebook Stories, Instagram Stories, Messenger Stories v\u00e0 tr\u1ea1ng th\u00e1i WhatsApp c\u00f2n gi\u00fap c\u1ee7ng c\u1ed1 \u201ct\u00ecnh th\u00e2n\u201d c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u0169ng nh\u01b0 th\u00fac \u0111\u1ea9y doanh […]<\/p>\n","protected":false},"author":1,"featured_media":22378,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wpai_generated_summary":"","footnotes":""},"categories":[173],"tags":[197],"class_list":["post-22261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mang-xa-hoi","tag-mang-xa-hoi"],"acf":[],"_links":{"self":[{"href":"https:\/\/gudjob.net\/cn\/wp-json\/wp\/v2\/posts\/22261","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gudjob.net\/cn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gudjob.net\/cn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gudjob.net\/cn\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gudjob.net\/cn\/wp-json\/wp\/v2\/comments?post=22261"}],"version-history":[{"count":0,"href":"https:\/\/gudjob.net\/cn\/wp-json\/wp\/v2\/posts\/22261\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/gudjob.net\/cn\/wp-json\/wp\/v2\/media\/22378"}],"wp:attachment":[{"href":"https:\/\/gudjob.net\/cn\/wp-json\/wp\/v2\/media?parent=22261"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gudjob.net\/cn\/wp-json\/wp\/v2\/categories?post=22261"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gudjob.net\/cn\/wp-json\/wp\/v2\/tags?post=22261"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}