{"id":1397,"date":"2016-11-10T16:45:42","date_gmt":"2016-11-10T15:45:42","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=1397"},"modified":"2016-11-10T16:45:42","modified_gmt":"2016-11-10T15:45:42","slug":"lajky-vam-faktury-nezaplati","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2016\/11\/10\/lajky-vam-faktury-nezaplati\/","title":{"rendered":"Lajky v\u00e1m faktury nezaplat\u00ed"},"content":{"rendered":"

Agentury jsou ob\u010das tak zu\u0159iv\u011b pono\u0159en\u00e9 do z\u00edsk\u00e1v\u00e1n\u00ed fanou\u0161k\u016f a \u201clajk\u016f\u201d pod p\u0159\u00edsp\u011bvky, \u017ee to a\u017e vypad\u00e1, jakoby zapomn\u011bly, \u017ee jsou to \u017eiv\u00ed z\u00e1kazn\u00edci, kte\u0159\u00ed nakupuj\u00ed zbo\u017e\u00ed a slu\u017eby. \u017de jsou to skute\u010dn\u00ed lid\u00e9, kdo firm\u011b vyd\u011bl\u00e1v\u00e1 a umo\u017e\u0148uje j\u00ed existovat – ne siluety na Facebooku a vaj\u00ed\u010dka na Twitteru. Ale t\u00e9m\u011b\u0159 na ka\u017ed\u00e9 konferenci o soci\u00e1ln\u00edch s\u00edt\u00edch jde vid\u011bt \u0159ada p\u0159\u00edpadov\u00fdch studi\u00ed, kter\u00e9 toto nijak nereflektuj\u00ed. Sp\u00ed\u0161 naopak.\u00a0<\/span><\/p>\n

Pokud podnik\u00e1te, pak asi nebudete v m\u011bs\u00ed\u010dn\u00edch vy\u00fa\u010dtov\u00e1n\u00edch po\u010d\u00edtat, kolik lid\u00ed v\u00e1m dalo \u201clajk\u201d a kolik v\u00e1s jich za\u010dalo sledovat na Instagramu (v\u00fdjimkou je, \u017ee jste Youtuber<\/em><\/a>). P\u0159esto se p\u0159\u00edpadov\u00e9 studie agentur to\u010d\u00ed hlavn\u011b kolem t\u011bchto \u010d\u00edsel. <\/span>Ka\u017edou chv\u00edli na m\u011b na Facebooku vysko\u010d\u00ed sponzorovan\u00fd p\u0159\u00edsp\u011bvek, kde se n\u011bkter\u00e1 agentura chlub\u00ed sv\u00fdmi ned\u00e1vn\u00fdmi\u00a0\u00fasp\u011bchy. V tom posledn\u00edm, kter\u00fd si n\u011bkolik dn\u00ed vy\u017eadoval moji pozornost, se jedna z nich rozpl\u00fdvala nad t\u00edm, \u017ee se j\u00ed poda\u0159ilo z\u00edskat X follower\u016f<\/em> a interakc\u00ed za \u201cminim\u00e1ln\u00ed n\u00e1klady\u201d. Jasn\u011b. Zn\u00ed to hezky. Ale\u2026<\/span>
\n<\/span>
\n<\/span>Nejprve\u00a0m\u011b zarazila ta neskute\u010dn\u011b v\u00e1gn\u00ed formulace \u201cminim\u00e1ln\u00ed n\u00e1klady\u201d. Minim\u00e1ln\u00ed n\u00e1klady mohou b\u00fdt toti\u017e v \u0159\u00e1du stovek, ale taky v \u0159\u00e1du stovek tis\u00edc\u016f, pokud jsou to pro klienta p\u0159i jeho milionov\u00fdch obratech \u201cdrobn\u00e9\u201d. To ale nechme b\u00fdt. Mnohem v\u00edce m\u011b p\u0159ekvapilo, \u017ee v cel\u00e9 studii nebyl jedin\u00fd \u00fadaj o tom, jak se kampan\u011b odrazily v obratech. A n\u00e1sledn\u00e9 ml\u017een\u00ed, \u017ee \u201cklient nechce zve\u0159ej\u0148ovat sv\u00e9 zisky\u201d m\u011b rozhodn\u011b neuspokojilo. T\u00edm sp\u00ed\u0161e, \u017ee jsem pot\u00e9 kolem podniku ze studie n\u011bkolikr\u00e1t \u0161el a nikdy jsem tam nevid\u011bl \u017eiv\u00e9 lidi – skute\u010dn\u00e9 z\u00e1kazn\u00edky. <\/span>
\n<\/span><\/p>\n

Ale co brand awareness?<\/h3>\n

Ano, jsou i firmy subjekty, pro n\u011b\u017e m\u016f\u017ee b\u00fdt \u201cto se mi l\u00edb\u00ed\u201d na str\u00e1nce jednou z forem m\u011b\u0159en\u00ed \u00fasp\u011b\u0161nosti brandu. Je ale pot\u0159eba i tehdy sledovat dal\u0161\u00ed \u010d\u00edsla. P\u0159\u00edkladem zde m\u016f\u017ee b\u00fdt str\u00e1nka \u010cilichili<\/a>. Na Facebooku j\u00ed sleduj\u00ed, sd\u00edl\u00ed a komentuj\u00ed tis\u00edce lid\u00ed ka\u017ed\u00fd den, proto\u017ee produkuje (nebo minim\u00e1ln\u011b p\u0159eb\u00edr\u00e1) z\u00e1bavn\u00fd obsah. Na druhou stranu obsah nijak nepropaguje slu\u017eby Vodafone, kter\u00e9mu str\u00e1nka pat\u0159\u00ed. Abychom tedy dok\u00e1zali \u0159\u00edct, \u017ee se \u00fasp\u011bch str\u00e1nky prom\u00edt\u00e1 do \u00fasp\u011bchu firmy, museli bychom velmi d\u016fkladn\u011b sledovat \u00fadaje z analytick\u00fdch n\u00e1stroj\u016f a ani tehdy by z toho ne\u0161el vyvodit jednozna\u010dn\u00fd z\u00e1v\u011br.<\/span><\/p>\n

\"Banka<\/a>
Banka n\u00e1m pos\u00edl\u00e1 v\u00fdnosy z „like & follow“.<\/figcaption><\/figure>\n

Nejlep\u0161\u00ed klient je v\u00e1m partnerem<\/h3>\n

Co bych si tedy r\u00e1d p\u0159e\u010detl v p\u0159\u00edpadov\u00e9 studii? Nap\u0159\u00edklad jak\u00e1 byla n\u00e1vratnost investic. To se d\u00e1 p\u0159eci uk\u00e1zat i bez zve\u0159ejn\u011bn\u00ed konkr\u00e9tn\u00ed v\u00fd\u0161e d\u00edl\u010d\u00edch \u010d\u00edsel. Nebo jak\u00fd byl relativn\u00ed p\u0159\u00edr\u016fstek nov\u00fdch z\u00e1kazn\u00edk\u016f v porovn\u00e1n\u00ed s obdob\u00edm, kdy reklamy neb\u011b\u017eely. P\u0159ibyl v\u00e1m fanou\u0161ek d\u00edky tomu, \u017ee se o v\u00e1s zm\u00ednil n\u011bjak\u00fd influencer? V\u00fdborn\u011b, ale p\u0159ibyl v\u00e1m s t\u00edm i z\u00e1kazn\u00edk<\/em>?<\/span><\/p>\n

V Socialsharks m\u00e1me na\u0161t\u011bst\u00ed klienty, kte\u0159\u00ed si p\u0159esah ze s\u00edt\u00ed uv\u011bdomuj\u00ed, a proto s n\u00e1mi bu\u010f tvo\u0159\u00ed kampan\u011b, kter\u00e9 p\u0159\u00edmo prod\u00e1vaj\u00ed jejich produkty nebo n\u00e1m alespo\u0148 odhaluj\u00ed, jak se zm\u011bnily v zasa\u017een\u00e9m obdob\u00ed jejich obraty, a my tak dost\u00e1v\u00e1me v\u00fdte\u010dnou validaci na\u0161\u00ed pr\u00e1ce. <\/span>
\n<\/span>Vid\u011bt, \u017ee na\u0161e reklamy skute\u010dn\u011b znamenaly zv\u00fd\u0161en\u00ed tr\u017eeb (neboli, \u017ee je na\u0161e pr\u00e1ce rentabiln\u00ed), je pro n\u00e1s mnohem lep\u0161\u00ed zp\u011btn\u00e1 vazba, ne\u017e \u017ee jsme dos\u00e1hli prvn\u00edch deseti tis\u00edc\u016f fanou\u0161k\u016f u nov\u00e9ho profilu<\/a>.<\/span><\/p>\n

Samoz\u0159ejm\u011b, m\u016f\u017eeme se soust\u0159edit jen na brand a p\u0159in\u00e1\u0161et velmi n\u00edzk\u00e9 ceny za zobrazen\u00ed a engagement. Ale jakou cenu m\u00e1 brand, kter\u00fd neprod\u00e1v\u00e1?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Agentury jsou ob\u010das tak zu\u0159iv\u011b pono\u0159en\u00e9 do z\u00edsk\u00e1v\u00e1n\u00ed fanou\u0161k\u016f a \u201clajk\u016f\u201d pod p\u0159\u00edsp\u011bvky, \u017ee to a\u017e vypad\u00e1, jakoby zapomn\u011bly, \u017ee jsou to \u017eiv\u00ed z\u00e1kazn\u00edci, kte\u0159\u00ed nakupuj\u00ed zbo\u017e\u00ed a slu\u017eby. \u017de jsou to skute\u010dn\u00ed lid\u00e9, kdo firm\u011b vyd\u011bl\u00e1v\u00e1 a umo\u017e\u0148uje j\u00ed existovat – ne siluety na Facebooku a vaj\u00ed\u010dka na Twitteru. Ale t\u00e9m\u011b\u0159 na ka\u017ed\u00e9 konferenci […]<\/p>\n","protected":false},"author":1,"featured_media":1399,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1397","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-novinky","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1397","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/comments?post=1397"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1397\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/1399"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=1397"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=1397"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=1397"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}