{"id":220,"date":"2014-06-23T17:12:35","date_gmt":"2014-06-23T16:12:35","guid":{"rendered":"http:\/\/blog.socialsharks.cz\/?p=220"},"modified":"2014-06-23T17:12:35","modified_gmt":"2014-06-23T16:12:35","slug":"facebook-sushi-workshop-s-facebookem","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2014\/06\/23\/facebook-sushi-workshop-s-facebookem\/","title":{"rendered":"Facebook sushi \u2013 V\u00fdstupy z workshopu s Facebookem"},"content":{"rendered":"

Facebook sushi – tak zn\u011bl n\u00e1zev workshopu, kter\u00fd jsme uspo\u0159\u00e1dali pro sv\u00e9 nejv\u00fdznamn\u011bj\u0161\u00ed klienty spolu se z\u00e1stupcem Facebooku. Prob\u00edraly se novinky a aktu\u00e1ln\u00ed trendy ve vod\u00e1ch soci\u00e1ln\u00edch m\u00e9di\u00ed.<\/span><\/p>\n

\"facebook_sushi_workshop\"<\/p>\n

V\u00edce na \u017eralo\u010d\u00edm instagramu<\/a>\u00a0a facebooku<\/a>.<\/p>\n

\"petr\"<\/a>\u201eSpole\u010dnosti inzeruj\u00edc\u00ed na Facebooku dlouho \u0159e\u0161ili<\/i> probl\u00e9m, \u017ee neexistuje p\u0159\u00edm\u00fd kontakt na Facebook. Pr\u00e1v\u011b d\u00edky na\u0161\u00ed specializaci pouze na soci\u00e1ln\u00ed s\u00edt\u011b jsme <\/i>od roku 2011 disponovali p\u0159\u00edm\u00fdm kontaktem a jsme r\u00e1di, \u017ee p\u0159ed rokem dokonce Facebook alokoval dva reprezentanty pouze pro \u010ceskou republiku<\/i>. Tito reprezentanti \u010das od \u010dasu nav\u0161t\u011bvuj\u00ed Prahu a pravideln\u011b s\u00a0nimi konzultujeme nejnov\u011bj\u0161\u00ed kampan\u011b a vym\u011b\u0148ujeme zku\u0161enosti. P\u0159\u00edtomnost z\u00e1stupce FB jsme vyu\u017eili k\u00a0uspo\u0159\u00e1d\u00e1n\u00ed <\/i>a jsme r\u00e1di, \u017ee jsme mohli zprost\u0159edkovat p\u0159\u00edm\u00fd kontakt s\u00a0Facebookem. Bylo to skv\u011bl\u00e1 p\u0159\u00edle\u017eitost si vyslechnout v\u0161echny informace a novinky p\u0159\u00edmo od zdroje,\u201c<\/i> dod\u00e1v\u00e1 Chief Shark Petr Andr\u00fdsek<\/a>.<\/p>\n

Novinek nebylo m\u00e1lo, a tak jsme pro v\u00e1s p\u0159ipravili souhrn nejd\u016fle\u017eit\u011bj\u0161\u00edch informac\u00ed.<\/p>\n

Engagement<\/b><\/p>\n

Posledn\u00edch p\u00e1r m\u011bs\u00edc\u016f v\u011bt\u0161ina firem \u0159e\u0161\u00ed sni\u017eov\u00e1n\u00ed organick\u00e9ho z\u00e1sahu Facebooku a mnoho z nich se tomuto kroku br\u00e1n\u00ed a sna\u017e\u00ed se ho obej\u00edt, m\u00edsto toho, aby se mu p\u0159izp\u016fsobila a vyt\u011b\u017eila z n\u011bj maximum. Organick\u00fd reach nikdy v\u00fdrazn\u011b nefungoval a pouze proto, \u017ee firmy nah\u00e1n\u011bli fanou\u0161ky p\u0159\u00edli\u0161nou frekvenc\u00ed p\u0159\u00edsp\u011bvk\u016f, te\u010f trp\u00ed nedostate\u010dn\u00fdm zobrazov\u00e1n\u00edm obsahu. Ve chv\u00edli, kdy se v\u0161ak od t\u00e9to skute\u010dnosti oprost\u00edme a pojmeme tuto \u201enovinku\u201c jako p\u0159\u00edle\u017eitost, otev\u00edr\u00e1 se p\u0159ed n\u00e1mi mnoho mo\u017enost\u00ed \u2013 nap\u0159\u00edklad custom and lookalike audiences jsou jedn\u00edm z\u00a0nejsiln\u011bj\u0161\u00edch n\u00e1stroj\u016f Facebook Ads.<\/p>\n

\"graf_competition_for_feed\"<\/p>\n

Na\u0161e p\u0159\u00edpadov\u00e1 studie s vyu\u017eit\u00edm custom audiences pro B2B na Facebooku zve\u0159ejn\u011bna ve Facebook studiu.<\/p>\n

[youtube youtubeurl=“KEVkbymCV4g“ ][\/youtube]<\/p>\n

Engagement je i v\u00a0hant\u00fdrce Facebooku velmi \u0161irok\u00fd pojem a zahrnuje r\u016fzn\u00e9 druhy klik\u016f. U\u017eivatel\u00e9 se d\u011bl\u00ed na tvz. Engagers (zapojuj\u00ed se do komunikace) a Watchers (jen konzumuj\u00ed). Engagement v\u0161ak neznamen\u00e1 prodej. Engangement \u010di CTR m\u016f\u017ee b\u00fdt velmi zaj\u00edmav\u00fdm indik\u00e1torem trend\u016f, ale nen\u00ed sm\u011brodatn\u00fd. Zahrani\u010dn\u00ed anal\u00fdza Nielsen NetEffect uk\u00e1zala, \u017ee CTR nekoreluje s\u00a0ROI, tud\u00ed\u017e prokliky \u010di engagement nemus\u00ed m\u00edt \u017e\u00e1dn\u00fd vliv na obchodn\u00ed v\u00fdsledky spole\u010dnosti.<\/p>\n

\"graf_ctr_Vs_roi\"<\/p>\n

V\u011bt\u0161ina firem se myln\u011b zam\u011b\u0159uje pouze na tzv. engagers a zcela zapom\u00edn\u00e1 na watchers, kte\u0159\u00ed ve v\u011bt\u0161\u00ed m\u00ed\u0159e tvo\u0159\u00ed pr\u00e1v\u011b skupinu potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f.<\/p>\n

\u010casto se \u0159e\u0161\u00ed, \u017ee v\u011bt\u0161\u00ed zna\u010dky nemaj\u00ed mo\u017enosti, jak m\u011b\u0159it dopad soci\u00e1ln\u00edch s\u00edt\u00edch, ale ani to nen\u00ed \u017e\u00e1dn\u00fdm pravidlem.\u00a0<\/span><\/p>\n

\n

Measuring engagement is an exuse for people who don’t want to measure results. #socialmediamarketing<\/a><\/p>\n

\u2014 Petr Andr\u00fdsek (@petrandrysek) June 10, 2014<\/a><\/p>\n<\/blockquote>\n

Podle n\u00e1s je ale m\u011b\u0159en\u00ed pouh\u00e9ho engagementu jen v\u00fdmluvou pro ty, kte\u0159\u00ed necht\u011bj\u00ed m\u011b\u0159it opravdov\u00fd dopad soci\u00e1ln\u00edch s\u00edt\u00ed na obchodn\u00ed v\u00fdsledky.<\/p>\n

V\u0161e se d\u00e1 n\u011bjak\u00fdm zp\u016fsobem m\u011b\u0159it, je v\u0161ak pot\u0159eba b\u00fdt kreativn\u00ed. V\u00a0\u010cR nejsou dostupn\u00e9 natolik sofistikovan\u00e9 n\u00e1stroje na m\u011b\u0159en\u00ed dopadu online reklamy do offlinu. S\u00a0jistou m\u00edrou kreativity je lze nahradit nap\u0159\u00edklad A\/B testov\u00e1n\u00edm. Kdy nap\u0159\u00edklad spust\u00edte Facebook reklamu ve dvou stejn\u00fdch regionech, p\u0159i zachov\u00e1n\u00ed ostatn\u00edch parametr\u016f, a m\u016f\u017eete pozorovat zm\u011bnu v\u00fdsledk\u016f. Podobn\u00fdch zp\u016fsob\u016f lze naj\u00edt n\u011bkolik. Jen je pot\u0159eba cht\u00edt tyto v\u00fdsledky opravdu m\u011b\u0159it.<\/p>\n

TV reklama a Facebook<\/b><\/p>\n

Trendem a t\u00e9matem leto\u0161n\u00edho roku je p\u0159esouv\u00e1n\u00ed televizn\u00edch budget\u016f do soci\u00e1ln\u00edch s\u00edt\u00edch. Facebook se velmi r\u00e1d srovn\u00e1v\u00e1 s\u00a0televiz\u00ed, nebo\u0165 je schopen za ni\u017e\u0161\u00ed cenu oslovit v\u011bt\u0161\u00ed c\u00edlovou skupinu s\u00a0mnohem v\u011bt\u0161\u00ed p\u0159esnost\u00ed. Av\u0161ak mnoho zna\u010dek je st\u00e1le velmi konzervativn\u00edch. Rok 2013 byl v\u00a0tomto p\u0159\u00edpad\u011b miln\u00edkem – uk\u00e1zalo se, \u017ee \u010das str\u00e1ven\u00fd v\u00a0digit\u00e1ln\u00edm prost\u0159ed\u00ed p\u0159ekonal ten, kdy lid\u00e9 sleduj\u00ed televizi. Posledn\u00edm podobn\u00fdm p\u0159\u00edpadem byl ten z\u00a060. let, kdy televize p\u0159ekonala r\u00e1dio.<\/p>\n

\"graf_historie_digital\"<\/p>\n

[highlight] U\u017eivatel\u00e9 kontroluj\u00ed Facebook v\u00a0pr\u016fm\u011bru 14x za den! [\/highlight]<\/p>\n

Nap\u0159\u00edklad v\u00a0c\u00edlov\u00e9 skupin\u011b 18-34 m\u00e1 Facebook b\u011bhem dne v\u011bt\u0161\u00ed reach (a\u017e na primetime) ne\u017e televize.<\/p>\n

\"graf_FB_vs_TV_reach\"<\/p>\n

V\u00a0USA dle AGB Nielsen Media Research z b\u0159ezna 2014 m\u00e1 50 % lid\u00ed b\u011bhem sledov\u00e1n\u00ed televize zapnut\u00e9 je\u0161t\u011b jedno za\u0159\u00edzen\u00ed (tablet \u010di mobil). 60 % b\u011bhem reklamy a 75 % i b\u011bhem cel\u00e9ho programu. Zaj\u00edmavost\u00ed je, \u017ee 85 % t\u011bchto u\u017eivatel\u016f je na Facebook a pouze 5 % z\u00a0nich na Twitteru a to je Twitter v\u00a0USA mnohem siln\u011bj\u0161\u00ed soci\u00e1ln\u00ed s\u00ed\u0165 ne\u017e u n\u00e1s v\u00a0\u010cR.<\/p>\n

\"graf_opportunity_reach_people\"<\/p>\n

Videoobsah je trendem, na kter\u00fd se chce Facebook detailn\u011bj\u0161\u00ed zam\u011b\u0159ovat. YouTube je dlouhodob\u011b br\u00e1n jako nejlep\u0161\u00ed s\u00ed\u0165 soci\u00e1ln\u00edch s\u00edt\u00ed pro videa, av\u0161ak na na mobilu YouTube nikdo moc videa nesleduje.<\/p>\n

\"peter_pod\"<\/a>\u201ePokud chce televizn\u00ed inzerent b\u00fdt u\u017eivatel\u016fm nabl\u00edzku v\u00a0pr\u016fb\u011bhu cel\u00e9ho dne, a\u0165 u\u017e se nach\u00e1zej\u00ed kdekoliv a nikoliv pouze v\u00a0ob\u00fdv\u00e1ku a v primetime, mobil je k\u00a0tomu to nejvhodn\u011bj\u0161\u00ed za\u0159\u00edzen\u00ed a Facebook je na mobilu ta nejvyu\u017e\u00edvan\u011bj\u0161\u00ed platforma. Lid\u00e9 zde tr\u00e1v\u00ed 20% ve\u0161ker\u00e9ho sv\u00e9ho mobiln\u00edho \u010dasu.\u00a0Zadavatel m\u016f\u017ee v\u00a0mobiln\u00edm news feedu inzerovat a p\u0159itom vyu\u017e\u00edvat v\u0161ech mo\u017enost\u00ed Facebooku – na\u0161\u00ed p\u0159esnosti c\u00edlen\u00ed, velikosti z\u00e1sahu a \u010dasu tr\u00e1ven\u00e9ho u\u017eivateli na Facebooku\u201c<\/em>, shrnuje Peter Podolinsk\u00fd, z\u00e1stupce Facebooku pro \u010cR a SK.<\/p>\n

\u201eVideo form\u00e1t na Facebooku funguje nejl\u00e9pe jako nativn\u00ed, tedy um\u00edst\u011bn\u00fd p\u0159\u00edmo na Facebooku, jak plyne z\u00a0anal\u00fdzy kampan\u00ed na\u0161ich klient\u016f a srovn\u00e1n\u00ed s\u00a0kampan\u011bmi, kde video bylo pouze odkazovan\u00e9 linkem na\u00a0Youtube,\u201c<\/em> dopl\u0148uje Podolinsk\u00fd.<\/p>\n

[highlight] Radou do budoucna je efektivn\u011b doplnit TV reklamu nap\u0159\u00edklad kvalitn\u00edm obsahem na Facebooku [\/highlight] .<\/b> Firmy mohou zam\u011b\u0159it reklamu na svou c\u00edlovou skupinu v\u00a0dob\u011b reklamy v\u00a0TV nebo pr\u00e1v\u011b d\u00edky Facebooku prodlou\u017eit vys\u00edlac\u00ed \u010das dan\u00e9 reklamy. Vhodn\u00e1 m\u016f\u017ee b\u00fdt nap\u0159\u00edklad mo\u017enost nab\u00eddnout exkluzivn\u00ed obsah s\u00a0kontextem p\u0159ed, po nebo b\u011bhem samotn\u00e9 TV kampan\u011b.<\/p>\n

\"graf_snizeni_GRP\"<\/p>\n

Grafi ukazuj\u00edc\u00ed sn\u00ed\u017een\u00ed ceny za GRP a zv\u00fd\u0161en\u00ed dosahu v p\u0159\u00edpad\u011b p\u0159esunut\u00ed men\u0161\u00ed \u010d\u00e1sti rozpo\u010dtu z TV kampan\u011b do Facebook Ads.<\/p>\n

Facebook studio \u2013 nejlep\u0161\u00ed kampa\u0148 na FB ocen\u011bnou samotn\u00fdm Facebookem vyhr\u00e1la reklama na Newcastle Brown Ale, zna\u010dku portoflia Heineken z\u00a0d\u00edlny Droga5, kter\u00e1 p\u0159ed Superbowlem teasovala to, \u017ee ovl\u00e1dne reklamu na Superbowlu, ani\u017e by j\u00ed um\u00edstila v\u00a0drah\u00e9m reklamn\u00edm breaku. Kampa\u0148 zaznamenala mnohem v\u011bt\u0161\u00ed z\u00e1sah, ne\u017e kdyby pen\u00edze utratili na n\u00e1kup reklamn\u00edho prostoru b\u011bhem Superbowlu. Kampa\u0148 najdete na str\u00e1nce Facebook studia<\/a>.<\/p>\n

Obsah a kontext<\/b><\/p>\n

L\u00e9to je tady a tradi\u010dn\u00ed reklama i na Facebooku nemus\u00ed ji\u017e zas\u00e1hnout tolik lid\u00ed. P\u0159ev\u00e1\u017en\u011b v\u00a0TV jde vid\u011bt v\u00fdkyv v p\u0159\u00edtomnosti na t\u011bchto kan\u00e1lech.<\/p>\n

\"graf_lidi_pres_TV\"<\/p>\n

Lid\u00e9 netr\u00e1v\u00ed tolik \u010dasu doma, ale ur\u010dit\u011b s sebou maj\u00ed mobiln\u00ed za\u0159\u00edzen\u00ed.<\/p>\n

\"graf_mobile_unique_views\"<\/p>\n

Facebook\u00a0 v \u010cesk\u00e9 republice m\u00e1 ka\u017ed\u00fd m\u011bs\u00edc aktivn\u00edch 4,3 milionu u\u017eivatel\u016f, z\u00a0toho 2,6 milionu se p\u0159ihla\u0161uje na Facebook pr\u00e1v\u011b z mobiln\u00edch za\u0159\u00edzen\u00ed. A ka\u017ed\u00fd den sv\u016fj Facebook z\u00a0mobilu kontroluje 1,7 milionu u\u017eivatel\u016f.<\/p>\n

U\u017eivatel\u00e9 meziro\u010dn\u011b st\u00e1le v\u00edce sd\u00edl\u00ed t\u00e9amta souvisej\u00edc\u00ed s l\u00e9tem. Z\u00a0anal\u00fdzy Facebooku o trending topics vych\u00e1z\u00ed, \u017ee u\u017eivatel\u00e9 mnohem v\u00edce sd\u00edl\u00ed t\u00e9mata souvisej\u00edc\u00ed s\u00a0l\u00e9tem ne\u017e v\u00a0minul\u00fdch letech. Jsou tedy st\u00e1le aktivn\u011bj\u0161\u00ed a sd\u00edlej\u00ed sv\u00e9 z\u00e1\u017eitky.<\/p>\n

\"graf_FB_letni_temata\"<\/p>\n

V\u00a0t\u011bchto letn\u00edch m\u011bs\u00edc\u00edch je t\u0159eba c\u00edlit reklamu na Facebooku pr\u00e1v\u011b na mobiln\u00ed za\u0159\u00edzen\u00ed u\u017eivatel\u016f a do newsfeedu u\u017eivatel\u016f. V\u00a0roce 2013 bylo 40% v\u00fddaj\u016f investov\u00e1no do TV reklamy, 13% na desktop a 7% pr\u00e1v\u011b do mobilu. Do budoucna se o\u010dek\u00e1v\u00e1, \u017ee se tyto pom\u011bry budou vyva\u017eovat sm\u011brem k\u00a0mobiln\u00ed reklam\u011b.<\/p>\n

Novinky<\/b><\/p>\n

Vylep\u0161en\u00e1 video reklama<\/b>
\nJednou z\u00a0novinek bude od \u010dervence vylep\u0161en\u00e1 video reklama. Ji\u017e p\u0159ed m\u011bs\u00edcem Facebook ozn\u00e1mil lep\u0161\u00ed a detailn\u011bj\u0161\u00ed statistiky u vide\u00ed a od \u010dervence tohoto roku chyst\u00e1 spustit speci\u00e1ln\u00ed form\u00e1t pro videa. Jednou z\u00a0kl\u00ed\u010dov\u00fdch funkc\u00ed bude mo\u017enost c\u00edlit na u\u017eivatele, co ji\u017e vid\u011bli n\u011bjak\u00e9 va\u0161e p\u0159edchoz\u00ed video.<\/p>\n

Reach and Frequency buying<\/b>
\nFrequency buying je novinkou v\u00a0nakupov\u00e1n\u00ed reklamy. Definujete si reach a frekvenci zobrazen\u00ed a Facebook c\u00edl pln\u00ed. Nakupujete tedy mno\u017estv\u00ed a frekvenci zobrazen\u00ed reklamy na svou c\u00edlovou skupinu. T\u00edmto n\u00e1strojem se chce, podle n\u00e1s, Facebook p\u0159ibl\u00ed\u017eit nativn\u00edmu nakupov\u00e1n\u00ed TV reklamy, aby firmy mohly v\u00fdsledky je\u0161t\u011b l\u00e9pe srovn\u00e1vat.<\/p>\n

Audiences Insights<\/b>
\nFacebook pro sv\u00e9 partnery, tedy i pro n\u00e1s jako partnera,\u00a0 ji\u017e zp\u0159\u00edstupnil n\u00e1stroj pro detailn\u00ed statistiky va\u0161\u00ed c\u00edlov\u00e9 skupiny. Jedn\u00e1 se o n\u00e1stroj, d\u00edky kter\u00e9mu m\u016f\u017eete z\u00edskat o sv\u00e9 c\u00edlov\u00e9 skupin\u011b mnoho informac\u00ed jako jsou sociodemografick\u00e9 slo\u017een\u00ed, co lajkuj\u00ed, kdy jsou aktivn\u00ed a spoustu dal\u0161\u00edho. Tento n\u00e1stroj by m\u011bl b\u00fdt ji\u017e brzy p\u0159\u00edstupn\u00fd v\u0161em inzerent\u016fm.<\/p>\n

To je ve zkratce to, co jsme na na\u0161em \u017eralo\u010d\u00edm Facebook Sushi prob\u00edrali. Pokud jste se k n\u00e1m do akv\u00e1rka nedostali a n\u011bkter\u00e1 z t\u00e9mat v\u00e1s zaujala, nebo byste r\u00e1di prodiskutovali konkr\u00e9tn\u00ed kampa\u0148 \u010di vyu\u017eit\u00ed novinek pro va\u0161i firmu, napi\u0161te n\u00e1m a r\u00e1di s v\u00e1mi v\u0161e probereme, t\u0159eba nad n\u011bjak\u00fdm dal\u0161\u00edm dobr\u00fdm sushi.<\/p>\n","protected":false},"excerpt":{"rendered":"

Facebook sushi – tak zn\u011bl n\u00e1zev workshopu, kter\u00fd jsme uspo\u0159\u00e1dali pro sv\u00e9 nejv\u00fdznamn\u011bj\u0161\u00ed klienty spolu se z\u00e1stupcem Facebooku. Prob\u00edraly se novinky a aktu\u00e1ln\u00ed trendy ve vod\u00e1ch soci\u00e1ln\u00edch m\u00e9di\u00ed. V\u00edce na \u017eralo\u010d\u00edm instagramu\u00a0a facebooku. \u201eSpole\u010dnosti inzeruj\u00edc\u00ed na Facebooku dlouho \u0159e\u0161ili probl\u00e9m, \u017ee neexistuje p\u0159\u00edm\u00fd kontakt na Facebook. Pr\u00e1v\u011b d\u00edky na\u0161\u00ed specializaci pouze na soci\u00e1ln\u00ed s\u00edt\u011b jsme […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,6,8],"tags":[],"class_list":["post-220","post","type-post","status-publish","format-standard","hentry","category-inspirace","category-novinky","category-akvarko"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/220","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=220"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/220\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=220"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=220"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=220"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}