{"id":1485,"date":"2017-01-04T19:15:40","date_gmt":"2017-01-04T18:15:40","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=1485"},"modified":"2017-01-04T19:15:40","modified_gmt":"2017-01-04T18:15:40","slug":"analyza-cernosi-imigranti-pokazi-sentiment-ale-nemaji-vliv-na-trzby","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2017\/01\/04\/analyza-cernosi-imigranti-pokazi-sentiment-ale-nemaji-vliv-na-trzby\/","title":{"rendered":"Anal\u00fdza: \u010cerno\u0161i a imigranti pokaz\u00ed sentiment, ale nemaj\u00ed vliv na tr\u017eby"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Jedin\u00fd <a href=\"http:\/\/www.rozhlas.cz\/zpravy\/domaci\/_zprava\/1685392\" target=\"_blank\">\u010dernoch v let\u00e1ku<\/a><\/span><span style=\"font-weight: 400;\">\u00a0dok\u00e1\u017ee prom\u011bnit profil firmy na soci\u00e1ln\u00ed s\u00edti v \u010dernou kroniku lidsk\u00e9 slu\u0161nosti. O tom se p\u0159esv\u011bd\u010dil \u0159et\u011bzec Lidl. Jejich reakce je ov\u0161em u\u010debnicov\u011b spr\u00e1vn\u00e1.<\/span><span style=\"font-weight: 400;\"> R\u00e1d bych budouc\u00edm generac\u00edm market\u00e9r\u016f na datech uk\u00e1zal a dodal odvahu v\u0161em, kte\u0159\u00ed v\u00e1haj\u00ed, \u017ee ka\u017ed\u00e1 takov\u00e1 krizovka m\u00e1 sv\u011btlo na konci tunelu. <\/span><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">Tlesk\u00e1m! <a href=\"https:\/\/www.facebook.com\/lidlcesko\/\" target=\"_blank\">Lidl \u010cR<\/a><\/span><span style=\"font-weight: 400;\">\u00a0je nejv\u011bt\u0161\u00ed komer\u010dn\u00ed str\u00e1nka na \u010desk\u00e9m Facebooku a jako korpor\u00e1t je tak\u00e9 sv\u00e1z\u00e1n mnoha intern\u00edmi procesy (Jen na\u0161e smlouva o spolupr\u00e1ci m\u011bla p\u0159es 40 stran.). A kdy\u017e to jde tady, snad to dod\u00e1 odvahu i dal\u0161\u00edm zna\u010dk\u00e1m. <strong>Marketing p\u0159ece nen\u00ed jen o banerech a let\u00e1c\u00edch<\/strong>, a jsem r\u00e1d, \u017ee s t\u00edm tolik lid\u00ed souhlas\u00ed.<\/span><\/p>\n<p><span style=\"font-weight: 400; color: #808080;\">(pro \u00faplnost jen uvedu, \u017ee Lidl pat\u0159il mezi na\u0161e klienty, ale komunikaci se z\u00e1kazn\u00edky na soci\u00e1ln\u00edch s\u00edt\u00edch si vedou a vedli v\u017edy intern\u011b a v\u017edy velmi dob\u0159e!) <\/span><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fp.andrysek%2Fposts%2F1518105711551832&amp;width=500\" width=\"500\" height=\"740\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"http:\/\/www.socialsharks.cz\" target=\"_blank\">Spravujeme soci\u00e1ln\u00ed s\u00edt\u011b<\/a>\u00a0<\/span><span style=\"font-weight: 400;\">pravideln\u011b pro v\u00edce ne\u017e 40 klient\u016f a ka\u017ed\u00fd m\u011bs\u00edc vy\u0159\u00edd\u00edme p\u0159es 10 000 interakc\u00ed. <\/span><span style=\"font-weight: 400;\">Posledn\u00ed rok a p\u016fl jsme s na\u0161imi klienti zaznamenali p\u0159es 5 velk\u00fdch komunika\u010dn\u00edch kriz\u00ed na t\u00e9ma n\u00e1bo\u017eenstv\u00ed, imigranti a pr\u00e1v\u011b &#8211; jin\u00e1 etnika. <\/span><span style=\"font-weight: 400;\">Tyto p\u0159\u00edpady v Socialsharks \u010dasto prezentujeme klient\u016fm jako p\u0159\u00edklad toho<\/span><span style=\"font-weight: 400;\">, jak se ke krizov\u00e9 komunikaci stav\u011bt.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">V\u011bt\u0161inou to za\u010d\u00edn\u00e1 postem na str\u00e1nce nebo zpr\u00e1vou v m\u00e9di\u00edch. Takov\u00e1 krizov\u00e1 komunikace je pro firmu dost slo\u017eit\u00e1, proto\u017ee nijak nepochybila, ale stejn\u011b mus\u00ed \u010delit vln\u011b nen\u00e1visti. <\/span><\/p>\n<p><b>Tl;DR: <\/b><span style=\"font-weight: 400;\">Ve v\u0161ech p\u0159\u00edpadech se n\u00e1m vyplatilo postavit se na tu mor\u00e1ln\u011b spr\u00e1vnou stranu a b\u00fdt trp\u011bliv\u00fd. Po 3 m\u011bs\u00edc\u00edch si na tuto situaci nikdo nevzpomn\u011bl a ani v jednom p\u0159\u00edpad\u011b to nem\u011blo \u017e\u00e1dn\u00fd dopad na tr\u017eby. Ba naopak ostatn\u00ed fanou\u0161ci pak za\u010dali samotnou zna\u010dku br\u00e1nit.<\/span><\/p>\n<figure id=\"attachment_1486\" aria-describedby=\"caption-attachment-1486\" style=\"width: 620px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-vyvoj.png\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1486 size-large\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-vyvoj-1024x580.png\" alt=\"Typick\u00fd v\u00fdvoj krizov\u00e9 komunikace (by Socialsharks)\" width=\"620\" height=\"351\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-vyvoj-1024x580.png 1024w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-vyvoj-300x170.png 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-vyvoj-768x435.png 768w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-vyvoj-1536x870.png 1536w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-vyvoj-2048x1161.png 2048w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/a><figcaption id=\"caption-attachment-1486\" class=\"wp-caption-text\">Zn\u00e1zorn\u011bn\u00ed typick\u00e9ho v\u00fdvoje krizov\u00e9 komunikace na soci\u00e1ln\u00edch s\u00edt\u00edch.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Ot\u00e1zky, zda je toto \u00faloha marketingu, r\u00e1d p\u0159enech\u00e1m filozof\u016fm. V\u00edm, \u017ee real time marketing funguje a pokud existuje n\u011bjak\u00e1 ekonomick\u00e1 hodnota, tak v\u011b\u0159\u00edm, \u017ee se mor\u00e1lka stane jedn\u00edm z kl\u00ed\u010dov\u00fdch a mnohem v\u00edce z\u00e1kazn\u00edky vn\u00edman\u00fdch atribut\u016f zna\u010dek.<\/span><\/p>\n<blockquote>\n<p style=\"text-align: center;\"><b>&#8222;Mor\u00e1lka je soukrom\u00e1 v\u011bc. Slu\u0161nost, je ale v\u011bc ve\u0159ejn\u00e1.&#8220;\u00a0<\/b><\/p>\n<p style=\"text-align: center;\"><b>Rita Mae Brown<\/b><\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">Nakonec stejn\u011b zjist\u00edte, \u017ee ten <strong>z\u00e1kazn\u00edk, <\/strong><\/span><strong>o jeho\u017e ztr\u00e1tu se tolik boj\u00edte<\/strong><span style=\"font-weight: 400;\"><strong>, nen\u00ed tak \u00fapln\u011b v\u00e1\u0161 z\u00e1kazn\u00edk<\/strong>. Je to jen <\/span><span style=\"font-weight: 400;\">\u0161pi\u010dka ledovce. Nesm\u00edme zapomenout, \u017ee <\/span><span style=\"font-weight: 400;\">90% lid\u00ed pouze sleduje str\u00e1nky na soci\u00e1ln\u00edch s\u00edt\u00edch. Naopak, historie (a\u010d kr\u00e1tk\u00e1) n\u00e1s tady pomalu u\u010d\u00ed, <\/span><span style=\"font-weight: 400;\">pokud budete st\u00e1t za ur\u010dit\u00fdmi mor\u00e1ln\u00edmi z\u00e1sadami, m\u016f\u017eete spoustu nov\u00fdch z\u00e1kazn\u00edk\u016f <\/span><span style=\"font-weight: 400;\">z\u00edskat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Je jednoduch\u00e9 pak upadnout \u00a0omyl. Pro ty z n\u00e1s co znaj\u00ed princip <\/span><i><span style=\"font-weight: 400;\"><a href=\"http:\/\/www.kaushik.net\/avinash\/see-think-do-content-marketing-measurement-business-framework\/\" target=\"_blank\">See Think Do Care<\/a><\/span><\/i><i><span style=\"font-weight: 400;\">,<\/span><\/i><span style=\"font-weight: 400;\"> tak si osl\u00edm m\u016fstkem m\u016f\u017eeme \u0159\u00edci, \u017ee nen\u00ed spr\u00e1vn\u00e9 celou komunikaci stav\u011bt jen pro to 1% u\u017eivatel\u016f, co konvertuje. T\u00edm se p\u0159ipravujeme o dal\u0161\u00ed potenci\u00e1ln\u00ed z\u00e1kazn\u00edky. <\/span><span style=\"font-weight: 400;\">P\u0159eci svoje mor\u00e1ln\u00ed z\u00e1sady v p\u0159\u00edpad\u011b krizov\u00e9 komunikace nesn\u00ed\u017e\u00edte tak, aby odpov\u00eddaly n\u00e1zoru p\u00e1r hater\u016f? <\/span><span style=\"font-weight: 400;\">Ba naopak, je dobr\u00e9 toho vyu\u017e\u00edt. A pokud n\u011bkdo s V\u00e1mi ten n\u00e1zor bude sd\u00edlet, tak si m\u016f\u017eete zav\u00e1zat masu dal\u0161\u00edch z\u00e1kazn\u00edk\u016f. (Cpt. Obvious)<\/span><\/p>\n<h3>Anal\u00fdza dat krizov\u00e9 komunikace<\/h3>\n<p><span style=\"font-weight: 400;\">R\u00e1d \u0159\u00edk\u00e1m, \u017ee <strong>bez dat jsme jen lidi s n\u00e1zorem<\/strong>. Tak se na to poj\u010fm\u011b pod\u00edvat.<\/span><\/p>\n<p>Vzal jsem data (koment\u00e1\u0159e, zpr\u00e1vy, reakce, zm\u00ednky, p\u0159\u00edsp\u011bvky na str\u00e1nce) n\u011bkolika nejv\u011bt\u0161\u00edch krizov\u00fdch komunikac\u00ed nespojen\u00fdch s produktem, kter\u00e9 jsme \u0159e\u0161ili, z roku 2015 a ze za\u010d\u00e1tku roku 2016 (nebyli tehdy je\u0161t\u011b reactions) a analyzoval je (cca 4500 p\u0159\u00edsp\u011bvk\u016f za obdob\u00ed v\u017edy 2 m\u011bs\u00edc\u016f).<\/p>\n<figure id=\"attachment_1487\" aria-describedby=\"caption-attachment-1487\" style=\"width: 620px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/skaldany-krizovka.png\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1487 size-large\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/skaldany-krizovka-1024x429.png\" alt=\"V\u00fdvoj sentimentu v \u010dase b\u011bhem krizov\u00e9 komunikace (by Socialsharks)\" width=\"620\" height=\"260\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/skaldany-krizovka-1024x429.png 1024w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/skaldany-krizovka-300x126.png 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/skaldany-krizovka-768x322.png 768w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/skaldany-krizovka-1536x644.png 1536w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/skaldany-krizovka.png 1787w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/a><figcaption id=\"caption-attachment-1487\" class=\"wp-caption-text\">V\u00fdvoj sentimentu na str\u00e1nce b\u011bhem krizov\u00e9 situace v \u010dase (zelen\u00e1 &#8211; pozitivn\u00ed, \u0161ed\u00e1 &#8211; neur\u010deno, \u010derven\u00e1 &#8211; negativn\u00ed)<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">V dob\u011b krizov\u00e9 situace dostanete zabrat (my v n\u011bkter\u00fdch p\u0159\u00edpadech vytvo\u0159ili za jeden den stejn\u00fd po\u010det interakc\u00ed jako za m\u011bs\u00edc), je t\u0159eba mobilizovat v\u0161echny, co n\u011bco se soci\u00e1ln\u00edma s\u00edt\u011bmi um\u00ed, dok\u00e1\u017eou b\u00fdt empati\u010dt\u00ed a ne\u00fanavn\u011b odpov\u00eddat. <\/span><\/p>\n<p><b>Co o\u010dek\u00e1vat?<\/b><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">6,75 n\u00e1sobek pr\u016fm\u011bru nov\u00fdch fanou\u0161k\u016f za den (paradoxn\u011b tak p\u0159\u00edr\u016fstek nov\u00fdch lajk\u016f p\u0159ev\u00e1\u017eil odliv lajk\u016f st\u00e1vaj\u00edc\u00edch fanou\u0161k\u016f). <\/span><\/li>\n<li><span style=\"font-weight: 400;\">3x vy\u0161\u0161\u00ed vyhled\u00e1v\u00e1n\u00ed zna\u010dky na Facebooku. (<\/span><span style=\"font-weight: 400;\">Je to d\u00e1no samo\u017erejm\u011b <\/span><span style=\"font-weight: 400;\">t\u00edm, \u017ee v\u0161echny tyto krize p\u0159i\u017eivovaly \u010desk\u00e9 zpravodajsk\u00e9 servery.) <\/span><\/li>\n<li><span style=\"font-weight: 400;\">O 24% vy\u0161\u0161\u00ed organick\u00fd z\u00e1sah. (i nesouvisej\u00edc\u00edch p\u0159\u00edsp\u011bvk\u016f s krizovou komunikac\u00ed) <\/span><\/li>\n<li><span style=\"font-weight: 400;\">3x vy\u0161\u0161\u00ed po\u010det koment\u00e1\u0159\u016f a p\u0159\u00edsp\u011bvk\u016f na zdi se v dan\u00e9m m\u011bs\u00edci.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Pouze 2x v\u011bt\u0161\u00ed skryt\u00ed p\u0159\u00edsp\u011bvk\u016f. <\/span><\/li>\n<li><span style=\"font-weight: 400;\">O 1000% vy\u0161\u0161\u00ed hladina stresu v cel\u00e9 firm\u011b.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Za nejkrizov\u011bj\u0161\u00ed je v\u017edy obecn\u011b pova\u017eov\u00e1n prvn\u00ed den, pak m\u00e9n\u011b prvn\u00ed t\u00fdden a\u017e dva. Obecn\u011b ale dozn\u00edv\u00e1n\u00ed t\u00e9to v\u00fdjime\u010dn\u00e9 situace trvalo max. 2 m\u011bs\u00edce. <strong>A ve v\u0161ech p\u0159\u00edpadech u\u017e prvn\u00ed den za\u010dali samotn\u00ed fanou\u0161ci zna\u010dku br\u00e1nit. <\/strong><\/span><\/p>\n<figure id=\"attachment_1488\" aria-describedby=\"caption-attachment-1488\" style=\"width: 620px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-surplus.png\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1488 size-large\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-surplus-1024x452.png\" alt=\"v\u00fdvoj rozd\u00edlu v negativn\u00edm a pozitivn\u00edm sentimentu p\u0159i krizov\u00e9 komunikaci (by Socialsharks)\" width=\"620\" height=\"274\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-surplus-1024x452.png 1024w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-surplus-300x132.png 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-surplus-768x339.png 768w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/01\/graf-krizovka-surplus.png 1456w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/a><figcaption id=\"caption-attachment-1488\" class=\"wp-caption-text\">Rozd\u00edl pozitivn\u00edho a negativn\u00edho sentimentu v \u010dase (s l\u00edni\u00ed trendu).<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Potom u\u017e si na to v podstat\u011b nikdo nevzpomene <\/span><span style=\"font-weight: 400;\">a ob\u010das se m\u016f\u017ee n\u011bjak\u00fd opozdilec objevit, ale velmi sporadicky.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ale to nejd\u016fle\u017eit\u011bj\u0161\u00ed ani u jednoho z klient\u016f <\/span><b>nebyl zaznamen\u00e1n pokles tr\u017eeb ani odliv z\u00e1kazn\u00edk\u016f.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Rychle reagovat a m\u00edt odvahu m\u016f\u017ee p\u0159in\u00e9st ovoce, t\u0159eba jako v p\u0159\u00edpad\u011b Lidl. <\/span>Obrovsk\u00e1 medi\u00e1ln\u00ed pozornost a spoustu nov\u00fdch z\u00e1kazn\u00edk\u016f<b> a to v\u0161e d\u00edky jednomu koment\u00e1\u0159i na Facebooku! <\/b><\/p>\n<p><span style=\"font-weight: 400;\">Dr\u017e\u00edm n\u00e1m v\u0161em palce.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jedin\u00fd \u010dernoch v let\u00e1ku\u00a0dok\u00e1\u017ee prom\u011bnit profil firmy na soci\u00e1ln\u00ed s\u00edti v \u010dernou kroniku lidsk\u00e9 slu\u0161nosti. O tom se p\u0159esv\u011bd\u010dil \u0159et\u011bzec Lidl. Jejich reakce je ov\u0161em u\u010debnicov\u011b spr\u00e1vn\u00e1. R\u00e1d bych budouc\u00edm generac\u00edm market\u00e9r\u016f na datech uk\u00e1zal a dodal odvahu v\u0161em, kte\u0159\u00ed v\u00e1haj\u00ed, \u017ee ka\u017ed\u00e1 takov\u00e1 krizovka m\u00e1 sv\u011btlo na konci tunelu.<\/p>\n","protected":false},"author":1,"featured_media":1494,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-1485","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-analyzy","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1485","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=1485"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1485\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/1494"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=1485"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=1485"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=1485"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}