{"id":1575,"date":"2017-03-16T17:35:27","date_gmt":"2017-03-16T16:35:27","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=1575"},"modified":"2017-03-16T17:35:27","modified_gmt":"2017-03-16T16:35:27","slug":"case-study-za-malo-penez-hodne-muziky-doslova","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2017\/03\/16\/case-study-za-malo-penez-hodne-muziky-doslova\/","title":{"rendered":"Xerox\u016fv p\u0159\u00edpad: Za m\u00e1lo pen\u011bz, hodn\u011b muziky. Doslova."},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Nemus\u00edte m\u00edt milionov\u00e9 rozpo\u010dty, abyste d\u011blali skv\u011bl\u00e9 v\u00fdsledky. <strong>Na Facebooku to jde za p\u00e1r set korun.<\/strong> Sta\u010d\u00ed v\u011bd\u011bt, kdo jsou va\u0161i potenci\u00e1ln\u00ed fanou\u0161ci a jak jsou zvykl\u00fd konzumovat obsah na soci\u00e1ln\u00edch s\u00edt\u00edch. To cel\u00e9 kombinovat s vhodn\u00fdm vizu\u00e1lem a\u2026 <strong>n\u011bk\u00fdm, kdo tomu rozum\u00ed.<\/strong>\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><!--more--><\/p>\n<p style=\"text-align: justify;\">V Socialsharks pracujeme s velk\u00fdmi klienty &#8211; a s t\u00edm se poj\u00ed i <strong>velk\u00e1 \u010d\u00edsla\u00a0v rozpo\u010dtech kampan\u00ed.<\/strong> Takov\u00e1 \u010d\u00edsla jsou bohu\u017eel \u010dasto mimo finan\u010dn\u00ed mo\u017enosti drobn\u00fdch projekt\u016f a firem.<br \/>\n<span style=\"font-weight: 400;\">Na konci roku 2016 m\u011b skrze produk\u010dn\u00ed agenturu oslovil kamar\u00e1d &#8211; buben\u00edk a frontman \u010desk\u00e9 funkov\u00e9 kapely. Cht\u011bl, abych kapele pomohl z\u00edskat co nejv\u011bt\u0161\u00ed z\u00e1sah s nov\u00fdm klipem. Finance ale spolklo nahr\u00e1vac\u00ed studio a samotn\u00e1 realizace klipu, tak\u017ee na samotnou reklamu se t\u011b\u017eko sh\u00e1n\u011blo alespo\u0148 t\u011bch p\u00e1r pen\u011bz, kter\u00e9 by umo\u017enily pou\u017e\u00edt standardn\u00ed postup: <strong>otestovat n\u011bkolik hypot\u00e9z<\/strong>, potom <strong>zvolit vhodn\u00fd c\u00edl<\/strong> propagace a d\u00edky tomu st\u00e1hnout dal\u0161\u00ed investice na co nejp\u0159\u00edzniv\u011bj\u0161\u00ed pom\u011br cena\/v\u00fdkon. Jeliko\u017e m\u011b jejich hudba bav\u00ed, rozhodl jsem se jim nab\u00eddnout sv\u00e9 slu\u017eby pro bono. Muzikanti p\u0159ece mus\u00ed dr\u017eet p\u0159i sob\u011b!\u00a0<\/span><\/p>\n<h3 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Na d\u00e9lce z\u00e1le\u017e\u00ed!<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Aby byl z\u00e1sah maxim\u00e1ln\u00ed a ceny jsem st\u00e1hl co nejv\u00edce k zemi, dr\u017eel jsem se n\u011bkolika st\u011b\u017eejn\u00edch po\u017eadavk\u016f, kter\u00e9 vypl\u00fdvaj\u00ed z dlouhodob\u00fdch poznatk\u016f:<\/span><\/p>\n<ol style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Klip je v\u011bc \u017eiv\u00e1, mus\u00ed se propagovat <strong>pohybliv\u00fdm form\u00e1tem<\/strong><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Nebude se propagovat cel\u00fd klip na Youtube, ale pou\u017eije se sest\u0159\u00edhan\u00e9\u00a0video s odkazem (<strong>Video+CTW<\/strong>)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Video v reklam\u011b nep\u0159es\u00e1hne <strong>15 vte\u0159in<\/strong>, aby u\u017eivatel \u0161et\u0159il data a sd\u011blen\u00ed se p\u0159edalo za kr\u00e1tk\u00fd \u010das<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pro c\u00edlen\u00ed se pou\u017eij\u00ed <strong>Lookalike audiences<\/strong> vytvo\u0159en\u00e9 z referen\u010dn\u00edch okruh\u016f (fans, engaged), ty se d\u00e1le z\u00fa\u017e\u00ed podle z\u00e1jm\u016f a v reklam\u00e1ch navz\u00e1jem vylou\u010d\u00ed<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Rozpo\u010det se rozlo\u017e\u00ed do co nejdel\u0161\u00edho horizontu, aby reklamy m\u011bly del\u0161\u00ed \u010das vyu\u017e\u00edt aukce na Facebooku<\/span><\/span>\n<p><figure id=\"attachment_1586\" aria-describedby=\"caption-attachment-1586\" style=\"width: 316px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/03\/V%C3%BDst%C5%99i%C5%BEek-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1586\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/03\/V%C3%BDst%C5%99i%C5%BEek-1.png\" alt=\"video\" width=\"316\" height=\"273\" \/><\/a><figcaption id=\"caption-attachment-1586\" class=\"wp-caption-text\"><em>Jedna ze 36 reklam.<\/em><\/figcaption><\/figure><\/li>\n<\/ol>\n<h3 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">What the funk!?<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Kapela byla schopn\u00e1 do druh\u00e9ho dne po\u017eadovan\u00e9 vizu\u00e1ly (wow!). Ty se n\u00e1sledn\u011b pou\u017eily v n\u011bkolika variant\u00e1ch a kombinac\u00edch thumbnailu, textace a c\u00edlov\u00e9 skupiny. Celkem tak vzniklo <strong>36 reklam<\/strong>, kter\u00e9 se hl\u00eddaly, aby se utr\u00e1celo nejv\u00edce tam, kde budou ceny (CPM, Views) nejp\u0159\u00edzniv\u011bj\u0161\u00ed. Jak to dopadlo? Tady jsou v\u00fdsledky na konci dev\u00e1t\u00e9ho t\u00fddne:<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>93 283<\/strong> u\u017eivatel\u016fm se reklama zobrazila s <strong>frekvenc\u00ed<\/strong> <strong>3,25<\/strong><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>303 305 kr\u00e1t<\/strong>\u00a0se reklama zobrazila celkem <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>91 785 kr\u00e1t<\/strong> u\u017eivatel\u00e9 vid\u011bli alespo\u0148 3 s videa<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>0,01 K\u010d<\/strong> je cena za jedno spu\u0161t\u011bn\u00ed videa (men\u0161\u00ed cenu Facebook <strong>neum\u00ed<\/strong>!)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>3,89 K\u010d<\/strong> je cena za 1000 zobrazen\u00ed (CPM)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">7 227 z\u00edskala reklama kliknut\u00ed, z toho <strong>3 376 proklik\u016f<\/strong> na web \u00e1 <strong>0,35 K\u010d<\/strong> (CPC)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ka\u017ed\u00fd t\u0159et\u00ed u\u017eivatel se dokoukal a\u017e do konce<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_1583\" aria-describedby=\"caption-attachment-1583\" style=\"width: 607px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/03\/V%C3%BDst%C5%99i%C5%BEek.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1583\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/03\/V%C3%BDst%C5%99i%C5%BEek.png\" alt=\"V\u00fdst\u0159i\u017eek\" width=\"607\" height=\"206\" \/><\/a><figcaption id=\"caption-attachment-1583\" class=\"wp-caption-text\">Screenshot z Business manager rozhran\u00ed<\/figcaption><\/figure>\n<h3 style=\"text-align: justify;\"><span style=\"font-weight: 400;\">\u201cPane DATA, nastavte kurz\u2026\u201d<\/span><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">To cel\u00e9 st\u00e1lo klienta (kapelu) <strong>1 178,55 K\u010d v reklamn\u00edch investic\u00edch<\/strong>\u00a0a zat\u00edmco \u010dtete tyhle \u0159\u00e1dky, reklama st\u00e1le b\u011b\u017e\u00ed a sb\u00edr\u00e1 dal\u0161\u00ed v\u00fdsledky. Nav\u00edc, jeliko\u017e se pro celou kampa\u0148 pou\u017e\u00edvaj\u00ed referen\u010dn\u00ed okruhy u\u017eivatel\u016f, kter\u00e9 se takov\u00fdm z\u00e1sahem d\u00e1le aktualizuj\u00ed, poskytuj\u00ed data z kampan\u011b perfektn\u00ed startovn\u00ed \u010d\u00e1ru pro dal\u0161\u00ed propagaci. Takov\u00fd \u00fasp\u011bch ov\u0161em \u010dlov\u011bk nem\u016f\u017ee o\u010dek\u00e1vat v\u0161ude. Je podm\u00edn\u011bn\u00fd nejen samotn\u00fdm<strong> know-how market\u00e9ra,<\/strong> ale tak\u00e9 kvalitou produktu, kter\u00fd lidem ukazuje, a v neposledn\u00ed \u0159ad\u011b: d\u016fv\u011brou klienta v to, \u017ee \u0159e\u0161en\u00ed, kter\u00e9 mu specialista navrhuje, je tou spr\u00e1vnou cestou. \u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Jak by \u0159ekl jeden komik: \u201cA vo-vo-vo tom to je!\u201d <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nemus\u00edte m\u00edt milionov\u00e9 rozpo\u010dty, abyste d\u011blali skv\u011bl\u00e9 v\u00fdsledky. Na Facebooku to jde za p\u00e1r set korun. Sta\u010d\u00ed v\u011bd\u011bt, kdo jsou va\u0161i potenci\u00e1ln\u00ed fanou\u0161ci a jak jsou zvykl\u00fd konzumovat obsah na soci\u00e1ln\u00edch s\u00edt\u00edch. To cel\u00e9 kombinovat s vhodn\u00fdm vizu\u00e1lem a\u2026 n\u011bk\u00fdm, kdo tomu rozum\u00ed.\u00a0<\/p>\n","protected":false},"author":1,"featured_media":3383,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[2,3],"tags":[],"class_list":["post-1575","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-analyzy","category-inspirace","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1575","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=1575"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1575\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/3383"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=1575"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=1575"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=1575"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}