{"id":1808,"date":"2017-09-20T13:03:41","date_gmt":"2017-09-20T12:03:41","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=1808"},"modified":"2017-09-20T13:03:41","modified_gmt":"2017-09-20T12:03:41","slug":"big-shock-jak-nasi-fanousci-nevypinali-facebook","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2017\/09\/20\/big-shock-jak-nasi-fanousci-nevypinali-facebook\/","title":{"rendered":"P\u0159\u00edpadovka: Big Shock! &#8211; Jak na\u0161i fanou\u0161ci nevyp\u00ednali Facebook"},"content":{"rendered":"<p style=\"text-align: justify;\">P\u0159edstavte si,\u00a0 \u017ee p\u0159ipravujete nov\u00fd produkt. A taky\u00a0si p\u0159edstavte tu\u00a0hromadu \u010dasu, ne\u017e se domluv\u00edte, jak vlastn\u011b bude vypadat, jakou bude m\u00edt chu\u0165 a jak barevn\u00fd bude obal. Hodiny testov\u00e1n\u00ed. Dny brainstorming\u016f. M\u011bs\u00edce v\u00fdroby. Dlouh\u00e9 spekulace\u00a0p\u0159ed nasazen\u00edm do obchod\u016f. Je\u0161t\u011b del\u0161\u00ed dohady o priorit\u00e1ch a c\u00edlovce. A pak p\u0159ijde k\u00fd\u017een\u00fd den d\u00e9 a vy nov\u00fd produkt pust\u00edte na soci\u00e1ln\u00ed s\u00edt\u011b. Jen tak. Jako kdyby \u0161lo o osmdes\u00e1t\u00fd druh\u00fd p\u0159\u00edsp\u011bvek o tom, \u017ee venku dneska pr\u0161\u00ed a \u017ee je \u010das na kafe a knihu.<\/p>\n<p style=\"text-align: justify;\"><!--more--><\/p>\n<h2>Proto jsme p\u0159ece soci\u00e1ln\u00ed s\u00edt\u011b nezakl\u00e1dali.<\/h2>\n<p style=\"text-align: justify;\">A my to spole\u010dn\u011b s klientem Big Shock! v\u00edme. Pro launch nov\u00e9 limitovan\u00e9 p\u0159\u00edchut\u011b Galaxy Drink jsme se rozhodli na jeden t\u00fdden <strong>vystoupit z obvykl\u00e9 z\u00f3ny typick\u00e9ho marketingu na Facebooku<\/strong>. A bez zv\u00fd\u0161en\u00ed produk\u010dn\u00edch \u010di medi\u00e1ln\u00edch investic jsme p\u0159i\u0161li s teasingem, kter\u00fd p\u0159edv\u00eddal p\u0159\u00edchod skute\u010dn\u011b velk\u00e9 v\u011bci.<\/p>\n<p style=\"text-align: justify;\">Za\u010dn\u011bme ale od konce. Tohle je ta v\u011bc.<\/p>\n<div class=\"fb-post\" data-href=\"https:\/\/www.facebook.com\/bigshock.cz\/photos\/a.126057817425179.14275.124213364276291\/1656186601078952\/?type=3&amp;theater\" data-width=\"500\" data-show-text=\"true\">\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/09\/Sni%CC%81mek-obrazovky-2017-09-20-v-12.18.48.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1849\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/09\/Sni%CC%81mek-obrazovky-2017-09-20-v-12.18.48.png\" alt=\"Sni\u0301mek obrazovky 2017-09-20 v\u00a012.18.48\" width=\"470\" height=\"612\" \/><\/a><\/p>\n<p>A takhle tedy nakonec vypadalo jej\u00ed odhalen\u00ed. Sci-fi limitovan\u00e1 edice energe\u0165\u00e1ku s kapkou ml\u00e9\u010dn\u00e9 dr\u00e1hy, \u010dern\u00e1 perla mezi \u017elut\u00fdmi produkty. Netradi\u010dnost, kter\u00e1 si zaslou\u017eila netradi\u010dn\u00ed p\u0159\u00edchod. Jak\u00fd byl n\u00e1\u0161 p\u0159\u00edstup k v\u011bci a jak to vlastn\u011b cel\u00e9 dopadlo?<\/p>\n<h2>Va\u0161i v\u011brn\u00ed jsou ti nejlep\u0161\u00ed ambasado\u0159i.<\/h2>\n<p>Koupit si slavnou osobnost, kter\u00e1 v\u00e1m za ur\u010dit\u00fd obnos roz\u0161\u00ed\u0159\u00ed z\u00e1sah a zasd\u00edl\u00ed informaci o nov\u00e9m produktu,\u00a0nen\u00ed v\u016fbec nic t\u011b\u017ek\u00e9ho. Nic proti tomu. Vypad\u00e1 to\u00a0p\u011bkn\u011b v reportu a dob\u0159e se o tom mluv\u00ed se \u0161\u00e9fem. Jde v\u0161ak z\u00e1rove\u0148 o velmi instantn\u00ed z\u00e1le\u017eitost, kter\u00e1 je u\u017e z\u00edtra star\u00e1. O v\u011brn\u00fdch fanou\u0161c\u00edch zna\u010dky,\u00a0\u010dti o oby\u010dejn\u00fdch lidech, se mluv\u00ed h\u016f\u0159. Pro \u0159adu firem jsou anonymn\u00edm davem. Neuchopitelnou masou. Big Shock! na soci\u00e1ln\u00edch s\u00edt\u00edch dlouhodob\u011b raz\u00ed opak. S klientem toti\u017e na\u0161im fanou\u0161k\u016fm na Facebooku:<\/p>\n<ul>\n<li>naslouch\u00e1me a vyr\u00e1b\u00edme p\u0159\u00edchut\u011b na z\u00e1klad\u011b jejich preferenc\u00ed,<\/li>\n<li>odpov\u00edd\u00e1me ne jako firma se z\u00e1kazn\u00edkem, ale jako k\u00e1mo\u0161 s k\u00e1mo\u0161em,<\/li>\n<li>odm\u011b\u0148ujeme je\u00a0jen tak, t\u0159eba za to, \u017ee jsou aktivn\u00ed na na\u0161em Facebooku.<\/li>\n<\/ul>\n<p>B\u011bh na dlouhou tra\u0165? Ur\u010dit\u011b jo. Big Shock! ale t\u00edmto zp\u016fsobem z\u00edsk\u00e1v\u00e1 na soci\u00e1ln\u00edch s\u00edt\u00edch fanou\u0161ky, co se za n\u011bj r\u00e1di porvou. Co jen nehejtuj\u00ed, ale dok\u00e1\u017e\u00ed pochv\u00e1lit nejen drinky, ale i p\u0159\u00edstup. <strong>Co si berou nov\u00e9 produkty za sv\u00e9 a bez jak\u00fdchkoliv vn\u011bj\u0161\u00edch stimul\u016f rozjedou par\u00e1dn\u00ed word-of-mouth.<\/strong> Co v klidu p\u0159erostou funkci YouTubera, kter\u00fd m\u00e1 ve videu uk\u00e1zat produkt. Co si va\u0161\u00ed novinku r\u00e1di zasd\u00edl\u00ed a vydaj\u00ed se ji promtn\u011b lovit mezi reg\u00e1ly.<\/p>\n<h2>Berte teasing jako zah\u0159\u00edvac\u00ed kolo.<\/h2>\n<p>Nev\u00fdhodou\u00a0kontinu\u00e1ln\u00ed komunikace ve slab\u0161\u00edch, m\u00e9n\u011b zaj\u00edmav\u00fdch m\u011bs\u00edc\u00edch je ur\u010dit\u00e1 rutina. Nelze m\u00edt v jednom kuse p\u0159\u00edsp\u011bvky s tis\u00edcem koment\u00e1\u0159\u016f. Unav\u00ed to v\u00e1s, unav\u00ed to lidi. <strong>T\u00fddenn\u00ed vytraval\u00fd teasing je ale dokonal\u00fdm zp\u016fsobem, jak sp\u00edc\u00ed fanou\u0161ky zase probudit.<\/strong> A p\u0159ipravit je na to, \u017ee za p\u00e1r dn\u00ed pot\u0159ebujete jejich aktivitu. Rekuperaci sil. Pozornost. A to zvl\u00e1\u0161\u0165 u limitovan\u00e9 edice Galaxy Drink,\u00a0u n\u00ed\u017e jsou soci\u00e1ln\u00ed s\u00edt\u011b jedin\u00fdm kan\u00e1lem jej\u00ed propagace.<\/p>\n<p>T\u00fdden p\u0159ed\u00a0odhalen\u00edm jsme rozjeli <strong>kampa\u0148<\/strong> <strong>&#8222;Nevyp\u00ednejte Facebook&#8220;<\/strong>. A po dlouh\u00e9 dob\u011b za\u010dali s p\u0159isp\u00edv\u00e1n\u00edm na denn\u00ed b\u00e1zi. Nam\u00edchali jsme na\u0161e obl\u00edben\u00e9 sc\u00e9ny z film\u016f s t\u00e9matikou ufo invaze, \u010desk\u00fdm prost\u0159ed\u00edm a obavami z nezn\u00e1ma.<\/p>\n<p>A ano, a\u010dkoliv z\u016fstala pro Big Shock! typick\u00e1 tonalita text\u016f, vizu\u00e1ly se od tradi\u010dn\u00ed komunikace odklonily o\u00a0stoosmdes\u00e1t\u00a0stup\u0148\u016f.<\/p>\n<p>Posu\u010fte sami.<\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/09\/posty.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1835\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/09\/posty-1024x454.png\" alt=\"posty\" width=\"1000\" height=\"443\" \/><\/a><\/p>\n<p>Podobn\u00fd zp\u016fsob aktivace je v\u017edycky trochu risk. Odklon\u00edte se toti\u017e od p\u0159\u00edsp\u011bvk\u016f, o nich\u017e v\u00edte, \u017ee v\u00e1m funguj\u00ed. Pohodln\u00e9mu prost\u0159ed\u00ed, kter\u00fdm jste si jist\u00ed. S minim\u00e1ln\u00edm brandingem. S komunikac\u00ed, kter\u00e1 zaujme pr\u00e1v\u011b t\u00edm, \u017ee je jin\u00e1.<\/p>\n<p>A povedlo se.<\/p>\n<ul>\n<li>Ani\u017e bychom se na cokoliv ptali,<strong> nechali n\u00e1m lid\u00e9 pod p\u0159\u00edsp\u011bvky 385 vl\u00e1ken koment\u00e1\u0159\u016f<\/strong>.<\/li>\n<li>Organick\u00fd z\u00e1sah jednoho p\u0159\u00edsp\u011bvku neklesnul pod 11 000 lid\u00ed. Nakonec se u v\u0161ech p\u0159\u00edsp\u011bvk\u016f zastavil na pr\u016fm\u011brn\u00fdch\u00a0<strong>15 413 u\u017eivatel\u00edch per p\u0159\u00edsp\u011bvek bez jedin\u00e9 investovan\u00e9 koruny<\/strong>.<\/li>\n<li>Pr\u016fm\u011brn\u00fd po\u010det aktivn\u00edch u\u017eivatel\u016f denn\u011b na str\u00e1nce se zv\u00fd\u0161il oproti p\u0159edchoz\u00edm t\u0159em t\u00fddn\u016fm <strong>v\u00edce ne\u017e p\u011btin\u00e1sobn\u011b<\/strong>.<\/li>\n<\/ul>\n<p>Ano, existuje tu nezanedbateln\u00e9 riziko selh\u00e1n\u00ed. M\u011bn\u00edte p\u0159eci jen obvyklou \u00fasp\u011b\u0161nou komunikaci za n\u011bco, co m\u016f\u017ee dopadnout jak Smarty u Chlumce. <strong>Bez rizika se ale neu\u010d\u00edte ni\u010demu nov\u00e9mu<\/strong>. A nez\u00edsk\u00e1te \u017e\u00e1dn\u00e9 nov\u00e9 znalosti.<\/p>\n<h2>Na co p\u0159i teasingu nezapom\u00ednat?<\/h2>\n<p>Z p\u0159ilo\u017een\u00fdch obr\u00e1zk\u016f to\u00a0dost mo\u017en\u00e1\u00a0vypad\u00e1\u00a0cel\u00e9 jednodu\u0161e. T\u011bch v\u011bc\u00ed, kter\u00e9 si mus\u00edte ohl\u00eddat, ale nen\u00ed m\u00e1lo. My vypichujeme p\u011bt z\u00e1kladn\u00edch bod\u016f.<\/p>\n<h3>1)\u00a0Stanovte sob\u011b i lidem n\u011bjak\u00e9 datum.<\/h3>\n<p>C\u00edlem teasingu koneckonc\u016f je nahnat organick\u00fd z\u00e1sah. A za\u0159\u00eddit to, co se b\u011b\u017en\u011b na soci\u00e1ln\u00edch s\u00edt\u00edch ned\u011bje. <strong>Tedy, \u017ee fanou\u0161ek vstoup\u00ed c\u00edlen\u011b na v\u00e1\u0161 profil, aby se pod\u00edval, &#8222;co to dnes zase dali\u00a0na ten Facebook&#8220;.<\/strong> Lidem tohle datum mus\u00edte \u0159\u00edct. P\u0159ipomenout ho a pak ho tak\u00e9 dodr\u017eet. Tak jako Big Shock! v p\u0159\u00edpad\u011b Galaxy Drinku.<\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/09\/Sni%CC%81mek-obrazovky-2017-09-20-v-12.48.56.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1841\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/09\/Sni%CC%81mek-obrazovky-2017-09-20-v-12.48.56.png\" alt=\"Sni\u0301mek obrazovky 2017-09-20 v\u00a012.48.56\" width=\"493\" height=\"658\" \/><\/a><\/p>\n<h3>2) Gradujte.<\/h3>\n<p>Facebook nen\u00ed televize. A v tomto p\u0159\u00edpad\u011b se hod\u00ed dodat &#8211; d\u00edkybohu. Teasing by nem\u011bl b\u00fdt jen p\u0159\u00edsp\u011bvek, kter\u00fd na t\u00fdden podpo\u0159\u00edte reklamou. P\u0159itla\u010dte. <strong>Za sedm dn\u00ed vydejte deset p\u0159\u00edsp\u011bvk\u016f.<\/strong> A udr\u017ete si pozornost va\u0161ich fanou\u0161k\u016f st\u00e1le n\u011b\u010d\u00edm nov\u00fdm. Frekvence je skv\u011bl\u00e1 u brand awareness reklamy. U kreativ v teasingu je ide\u00e1ln\u00ed frekvence 1.<\/p>\n<h3>3) Profilovka a cover dodaj\u00ed na d\u016fle\u017eitosti.<\/h3>\n<p>Je to psychologick\u00e1 hra. Kdy\u017e z\u016fstanete pouze u p\u0159\u00edsp\u011bvk\u016f, je to fajn. <strong>Kdy\u017e na z\u00e1klad\u011b teasingu zm\u011bn\u00edte i profilovku s cover fotkou, je to p\u0159edzv\u011bst n\u011b\u010deho velk\u00e9ho<\/strong>. Facebook nav\u00edc umo\u017e\u0148uje zm\u011bnit profilovou fotku i kr\u00e1tkodob\u011b. Tak\u017ee se m\u016f\u017ee zm\u011bnit automaticky zp\u00e1tky p\u0159esn\u011b v okam\u017eiku, kdy vyd\u00e1te odhaluj\u00edc\u00ed p\u0159\u00edsp\u011bvek. Pohodl\u00ed? \u00darove\u0148 5000.<\/p>\n<h3>4) To d\u016fle\u017eit\u00fd se odehr\u00e1v\u00e1 pod p\u0159\u00edsp\u011bvkem.<\/h3>\n<p>Nezapom\u00ednejte, \u017ee p\u0159\u00edsp\u011bvek je jen podn\u011bt. To nejlep\u0161\u00ed, co ze sebe grafik a copywriter spole\u010dn\u011b vyk\u0159esali.<strong> \u00dasp\u011b\u0161nost teasingu vznik\u00e1 v koment\u00e1\u0159\u00edch.<\/strong> A stejn\u011b jako roste intenzita p\u0159\u00edsp\u011bvk\u016f, m\u011bla by r\u016fst i intenzita va\u0161ich kreativn\u00edch odpov\u011bd\u00ed. My jsme v podstat\u011b jen nav\u00e1zali na standardn\u00ed t\u00f3n Big Shocku na Facebooku. A nejen\u017ee jsme udr\u017eeli stoprocentn\u011b pozitivn\u00ed sentiment, na\u0161i fanou\u0161ci\u00a0se Big Shocku nev\u00e1hali poklonit.<\/p>\n<p>T\u0159eba i takhle mile.<\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/09\/Sni%CC%81mek-obrazovky-2017-09-20-v-13.21.31.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1845\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/09\/Sni%CC%81mek-obrazovky-2017-09-20-v-13.21.31.png\" alt=\"Sni\u0301mek obrazovky 2017-09-20 v\u00a013.21.31\" width=\"493\" height=\"359\" \/><\/a><\/p>\n<h3>5) M\u011bjte na pam\u011bti, pro\u010d to vlastn\u011b d\u011bl\u00e1te.<\/h3>\n<p>Jsou to p\u0159edev\u0161\u00edm dv\u011b v\u011bci. Tu prvn\u00ed dok\u00e1\u017eete dom\u011b\u0159it te\u010f, tu druhou a\u017e za n\u011bjakou dobu. Organick\u00fd z\u00e1sah je k nezaplacen\u00ed. Doslova. Tou druhou je odraz\u00a0v prodej\u00edch. <strong>Teasing je tu koneckonc\u016f proto, abyste fanou\u0161k\u016fm ud\u011blali chu\u0165.<\/strong> Namlsali je a pomysln\u011b je s mobilem v ruce nasm\u011brovali p\u0159\u00edmo do kr\u00e1mu.<\/p>\n<p>My jsme odhalovac\u00ed p\u0159\u00edsp\u011bvek prvn\u00ed den nepodpo\u0159ili reklamou. A sledovali, jak se jeho\u00a0<strong>organick\u00fd z\u00e1sah zastav\u00ed za hranic\u00ed 60 000 u\u017eivatel\u016f.\u00a0<\/strong>Co\u017e je zhruba \u010dty\u0159ikr\u00e1t v\u011bt\u0161\u00ed organick\u00fd z\u00e1sah, ne\u017e jak\u00fd maj\u00ed b\u011b\u017en\u00e9 p\u0159\u00edsp\u011bvky na timeline Big Shocku.<\/p>\n<h2>Vyma\u010dkejte zkr\u00e1tka z nov\u00e9ho produktu \u0161\u0165\u00e1vu.<\/h2>\n<p>Od toho tu p\u0159eci soci\u00e1ln\u00ed s\u00edt\u011b jsou. Je \u0161koda tu mnohdy i celoro\u010dn\u00ed pr\u00e1ci lad\u011bn\u00ed nov\u00e9ho produktu odb\u00fdt jedn\u00edm p\u0159\u00edsp\u011bvkem. <strong>A my jsme se s Big Shockem! rozhodli kampa\u0148 na limitovanou edici Galaxy Drink rozd\u011blit na dv\u011b \u010d\u00e1sti.<\/strong> Ta prvn\u00ed, t\u00fddenn\u00ed, u\u017e je za n\u00e1mi. Ta druh\u00e1, n\u011bkolikam\u011bs\u00ed\u010dn\u00ed pr\u00e1v\u011b za\u010dala. Dost \u010dasto se na Facebooku pracuje jen s tou druhou. Ob\u011b maj\u00ed p\u0159itom nezanedbatelnou d\u016fle\u017eitost.<\/p>\n<p>Tak na to myslete.<\/p>\n<p>A teasujte taky.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>P\u0159edstavte si,\u00a0 \u017ee p\u0159ipravujete nov\u00fd produkt. A taky\u00a0si p\u0159edstavte tu\u00a0hromadu \u010dasu, ne\u017e se domluv\u00edte, jak vlastn\u011b bude vypadat, jakou bude m\u00edt chu\u0165 a jak barevn\u00fd bude obal. Hodiny testov\u00e1n\u00ed. Dny brainstorming\u016f. M\u011bs\u00edce v\u00fdroby. Dlouh\u00e9 spekulace\u00a0p\u0159ed nasazen\u00edm do obchod\u016f. Je\u0161t\u011b del\u0161\u00ed dohady o priorit\u00e1ch a c\u00edlovce. A pak p\u0159ijde k\u00fd\u017een\u00fd den d\u00e9 a vy nov\u00fd produkt [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3409,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[7],"tags":[16,20,31,90,91],"class_list":["post-1808","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-pripadovky","tag-big-shock","tag-case-study","tag-facebook","tag-teasing","tag-teaskj","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1808","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=1808"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/1808\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/3409"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=1808"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=1808"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=1808"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}