{"id":2019,"date":"2018-01-10T13:37:40","date_gmt":"2018-01-10T12:37:40","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=2019"},"modified":"2018-01-10T13:37:40","modified_gmt":"2018-01-10T12:37:40","slug":"tri-cesty-prolomeni-imunity","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2018\/01\/10\/tri-cesty-prolomeni-imunity\/","title":{"rendered":"Inspirace: 3 cesty, jak prolomit imunitu v\u016f\u010di reklam\u00e1m"},"content":{"rendered":"<p>\u010c\u00edm v\u00edce zna\u010dek si zalo\u017e\u00ed sv\u016fj profil na Facebooku, t\u00edm v\u00edce generick\u00fdch reklam p\u016fsob\u00ed na chud\u00e1ka b\u011b\u017en\u00e9ho u\u017eivatele. K\u00f3r, kdy\u017e je ve v\u011bkov\u00e9 skupin\u011b 20-35 let\u00a0a mezi jeho z\u00e1jmy pat\u0159\u00ed cestov\u00e1n\u00ed a j\u00eddlo.<\/p>\n<p><!--more--><\/p>\n<p>Nep\u0159\u00edjemn\u00e1 situace v\u0161ak nenast\u00e1v\u00e1 pouze pro n\u011bj, ale i pro brandy jako takov\u00e9.\u00a0<strong>Je\u0161t\u011b p\u0159ed p\u00e1r lety bylo jednoduch\u00e9 se bl\u00fdsknout. <\/strong>Na soci\u00e1ln\u00edch s\u00edt\u00edch toti\u017e po\u0159\u00e1dn\u011b komunikoval maxim\u00e1ln\u011b jeden v\u00e1\u0161 konkurent a va\u0161e fotografie se skv\u011bl\u00fdmi kompozicemi se na Facebooku vylo\u017een\u011b vyj\u00edmaly.<\/p>\n<p>Jenom\u017ee doba pokro\u010dila. P\u011bknou fotku um\u00ed vyfotit kdekdo s pr\u016fm\u011brn\u00fdm chytr\u00fdm mobilem. <strong>Princip\u016f je tak m\u00e1lo, \u017ee je jednoduch\u00e9 je odkoukat<\/strong>. A roztomile nepravd\u011bpodobn\u00fd bordel na stole vyfocen\u00fd seshora um\u00ed u n\u00e1s vyfotit v\u00edc lid\u00ed, ne\u017e kolik je v \u010cesku u\u017eivatel\u016f Twitteru.<\/p>\n<p>Je n\u00e1m to l\u00edto, ale\u00a0bude pot\u0159eba opustit sv\u00e9 pohodl\u00ed.<\/p>\n<p>A p\u0159ipravovat pro svou zna\u010dku obsah, kter\u00fd ovl\u00e1d\u00e1 alespo\u0148 jedno z t\u011bchto um\u011bn\u00ed.<\/p>\n<h1>1) Um\u011bn\u00ed vybafnout<\/h1>\n<p>Je n\u00e1m jasn\u00e9, jak\u00fd druh vybafnut\u00ed se v\u00e1m asi pr\u00e1v\u011b vybavil.<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/d2jjub2qmoqqPWGA\" width=\"580\" height=\"251\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>My v\u0161ak m\u00e1me na mysli kapku n\u011bco jin\u00e9ho.<\/p>\n<p>M\u00e1me na mysli um\u011bn\u00ed p\u0159ekvapit t\u00edm, <strong>odkud na \u010dlov\u011bka na soci\u00e1ln\u00ed s\u00edti vysko\u010d\u00edte, odkud promluv\u00edte, jak\u00fd k tomu pou\u017eijete t\u00f3n.<\/strong> Nastavov\u00e1n\u00ed reklam na Facebooku nebo Instagramu umo\u017e\u0148uje obdivuhodn\u011b detailn\u00ed c\u00edlen\u00ed. Dok\u00e1\u017eete p\u0159eci pom\u011brn\u011b p\u0159esn\u011b nastavit, zda se dan\u00e1 reklama:<\/p>\n<ul>\n<li>objev\u00ed v noci, b\u011bhem ob\u011bda nebo ve\u010der v prime timu,<\/li>\n<li>vykoukne na Facebooku v Messengeru nebo uprost\u0159ed Stories,<\/li>\n<li>jestli m\u00e1 u\u017eivatel brzy narozeniny nebo kolik mu je let.<\/li>\n<\/ul>\n<p>Tohle v\u0161echno inzerent na Facebooku v\u00ed. A p\u0159esto na n\u00e1s v\u0161echny st\u00e1le vyskakuj\u00ed ta sam\u00e1 sd\u011blen\u00ed nez\u00e1visle na u\u017eivateli nebo soci\u00e1ln\u00ed s\u00edti. No tak! <strong>Sna\u017ete se na lidi trochu vybafnout.<\/strong> A\u0165 maj\u00ed pocit, \u017ee jde o komunikaci one-to-one a ne one-to-everybody.<\/p>\n<h1>2) Um\u011bn\u00ed aktu\u00e1lnosti<\/h1>\n<p><strong>Jsou aktu\u00e1ln\u00ed posty a AKTU\u00c1LN\u00cd posty.<\/strong> Ta prvn\u00ed skupina jsou posty o prokalen\u00e9 Silvestrovsk\u00e9 noci, v\u00e1no\u010dn\u00edm frmolu,\u00a0K+M+B\u00a0nebo o pololetn\u00edm vysv\u011bd\u010den\u00ed. Je to skupina post\u016f, kter\u00e9 jsou sice aktu\u00e1ln\u00ed, ale m\u016f\u017eete si je p\u0159ipravit p\u016fl roku dop\u0159edu. <strong>Budou pou\u017eiteln\u00e9 i p\u0159\u00ed\u0161t\u011b. Nebo za p\u011bt let.<\/strong><\/p>\n<p>Ta aktu\u00e1lnost, kter\u00e1\u00a0na Facebooku brand\u016f chyb\u00ed, je ot\u00e1zka denn\u00ed nahodilosti. N\u011bco, co si nejde napl\u00e1novat dop\u0159edu. Je to Soukupova n\u00e1st\u011bnka. V\u00fdsledky prvn\u00edho kola volby prezidenta. Ne\u010dekan\u00fd zvrat ve H\u0159e o tr\u016fny. N\u011bco, co je trendem dnes, mo\u017en\u00e1 z\u00edtra, a za t\u00fdden u\u017e bude &#8222;too mainstream&#8220;.<\/p>\n<p>Je to \u010dasto ot\u00e1zka priorit mezi agenturou a klientem. <strong>Chu\u0165 vymanit se z dop\u0159edu schvalovan\u00fdch content pl\u00e1n\u016f<\/strong>, kter\u00e9 podporuj\u00ed sp\u00ed\u0161e tu prvn\u00ed skupinu aktu\u00e1lnosti. A taky chu\u0165 d\u011blat n\u011bco v\u00edc, ne\u017e jen tu rutinu, v\u016f\u010di n\u00ed\u017e se coby u\u017eivatel c\u00edt\u00edte u\u017e kapku imunn\u00ed.<\/p>\n<h1>3) Um\u011bn\u00ed zm\u011bnit t\u00f3n<\/h1>\n<p><strong>Poka\u017ed\u00e9, kdy\u017e ve voln\u00e9 chvilce zabrous\u00edte na Facebook, prohloub\u00ed se va\u0161e u\u017eivatelsk\u00e1 nete\u010dnost v\u016f\u010di\u00a0inzerci.<\/strong> U\u017e toti\u017e podv\u011bdom\u011b v\u00edte, jak vypad\u00e1 b\u011b\u017en\u00e1 Facebookov\u00e1 reklama, jak zna\u010dky mluv\u00ed, i kde se p\u0159ibli\u017en\u011b vyskytuj\u00ed pole pro sponzorovan\u00e9 p\u0159\u00edsp\u011bvky.<\/p>\n<p>A proto\u017ee v\u011bt\u0161ina z t\u011bchto reklamn\u00edch p\u0159\u00edsp\u011bvk\u016f nen\u00ed ani aktu\u00e1ln\u00ed, ani neum\u00ed vybafnout, \u0159ada u\u017eivatel\u016f si reklamy ani nev\u0161imne.<strong> M\u00e1 v\u016f\u010di n\u00ed\u00a0tak\u0159ka nev\u011bdomou slepotu.<\/strong> \u00dakolem inzerenta je v p\u0159\u00edpad\u011b sd\u011blen\u00ed, kter\u00e9 m\u00e1 co nejv\u00edce lid\u00ed zastavit ve scrollov\u00e1n\u00ed obsahem, zm\u011bnit t\u00f3n, zm\u011bnit grafiku, nechat p\u0159\u00edsp\u011bvek vyniknout svou jinakost\u00ed a originalitou.<\/p>\n<p>Na zm\u011bn\u011b t\u00f3nu <a href=\"https:\/\/www.socialsharks.cz\/blog\/big-shock-jak-nasi-fanousci-nevypinali-facebook\/\">jsme postavili<\/a> teasing nov\u00e9 p\u0159\u00edchut\u011b Galaxy Drink energetick\u00e9ho n\u00e1poje Big Shock!<\/p>\n<p>A vyplatilo se.<\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/09\/posty-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-1838\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2017\/09\/posty-1-1024x454.png\" alt=\"posty\" width=\"620\" height=\"275\" \/><\/a><\/p>\n<h2>U\u017e zkr\u00e1tka nesta\u010d\u00ed jen p\u011bkn\u00e1 fotka a dobr\u00e9 copy.<\/h2>\n<p>U\u017eivatele si na Facebooku mus\u00edte\u00a0z\u00edskat na prvn\u00ed dobrou. P\u011bkn\u011b vyfotit seshora ten r\u00e1doby n\u00e1hodn\u011b sestaven\u00fd shluk v\u011bc\u00ed u\u017e dnes um\u00ed kdekdo. Dokonce tak \u0161irok\u00e9 &#8222;kdekdo&#8220;, \u017ee se tis\u00edc\u00eddruh\u00e1 reklama s podobnou kompozic\u00ed rozhodn\u011b nikomu nezaryje pod k\u016f\u017ei. <strong>U\u017eivatel\u00e9 u\u017e vn\u00edmaj\u00ed jen pov\u011bdomou kompozici a ignoruj\u00ed produkt.<\/strong><\/p>\n<p>Va\u0161\u00edm c\u00edlem z pozice inzerenta pak je, abyste si tu pozornost vydobyli.\u00a0Zm\u011bnili parf\u00e9m. Nasadili jin\u00fd tr\u00e9ninkov\u00fd pl\u00e1n.<\/p>\n<p>Nebo aspo\u0148 vystoupili ze sv\u00e9 komfortn\u00ed z\u00f3ny a\u00a0za\u010dali p\u0159em\u00fd\u0161let nad plaformou jinak.<\/p>\n<p>Va\u0161e v\u00fdsledky v\u00e1m pod\u011bkuj\u00ed.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u010c\u00edm v\u00edce zna\u010dek si zalo\u017e\u00ed sv\u016fj profil na Facebooku, t\u00edm v\u00edce generick\u00fdch reklam p\u016fsob\u00ed na chud\u00e1ka b\u011b\u017en\u00e9ho u\u017eivatele. K\u00f3r, kdy\u017e je ve v\u011bkov\u00e9 skupin\u011b 20-35 let\u00a0a mezi jeho z\u00e1jmy pat\u0159\u00ed cestov\u00e1n\u00ed a j\u00eddlo.<\/p>\n","protected":false},"author":1,"featured_media":3498,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[3],"tags":[31,59,82],"class_list":["post-2019","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-inspirace","tag-facebook","tag-marketing","tag-social-media","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/2019","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=2019"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/2019\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/3498"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=2019"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=2019"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=2019"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}