{"id":2275,"date":"2018-04-23T08:08:16","date_gmt":"2018-04-23T07:08:16","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=2275"},"modified":"2018-04-23T08:08:16","modified_gmt":"2018-04-23T07:08:16","slug":"pripadovka-nutella-jak-jsme-to-osladili-sentimentu","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2018\/04\/23\/pripadovka-nutella-jak-jsme-to-osladili-sentimentu\/","title":{"rendered":"P\u0159\u00edpadovka: Nutella &#8211; Jak jsme to osladili sentimentu?"},"content":{"rendered":"<p style=\"text-align: justify;\">Kdy\u017e jsme 1. b\u0159ezna 2017 p\u0159id\u00e1vali prvn\u00ed p\u0159\u00edsp\u011bvek na \u010deskoslovensk\u00fd profil Nutelly, \u0159ada z n\u00e1s si od\u0161krtla v\u00fdznamnou polo\u017eku ze seznamu sv\u00fdch vysn\u011bn\u00fdch klient\u016f. <strong>Nutella je legenda. Produkt dob\u0159e zn\u00e1m\u00fd a ikonick\u00fd<\/strong>. L\u00edskoo\u0159\u00ed\u0161kov\u00e1 pomaz\u00e1nka, po kter\u00e9 jsme prahli u\u017e jako d\u011bti, l\u00e1ska, co v\u011bt\u0161inu z n\u00e1s neopustila ani v dosp\u011blosti. Zkr\u00e1tka a dob\u0159e, kdy\u017e jsme p\u0159ipravovali prvn\u00ed p\u0159\u00edsp\u011bvky pro Facebookovou str\u00e1nku Nutelly, p\u0159ipadali jsme si skoro jako Manuel Neuer.<\/p>\n<p style=\"text-align: justify;\"><!--more--><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/EYtOGkk6CB7Xy\" width=\"480\" height=\"246\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p style=\"text-align: justify;\">Krom\u011b\u00a0a\u017e d\u011btsk\u00e9\u00a0radosti jsme ale minul\u00fd b\u0159ezen st\u00e1li s klientem Ferrero p\u0159ed nelehkou v\u00fdzvou. A\u010dkoliv na str\u00e1nce Nutella nyn\u00ed ji\u017e nenajdete star\u0161\u00ed p\u0159\u00edsp\u011bvky, str\u00e1nka byla na \u010deskoslovensk\u00e9m trhu aktivn\u00ed u\u017e od roku 2014.\u00a0J<span style=\"font-weight: 400;\">ak\u00fdkoliv p\u0159\u00edsp\u011bvek byl toti\u017e na str\u00e1nce vyd\u00e1n, <strong>pot\u00fdkal se s dlouhodob\u011b neudr\u017eiteln\u00fdm po\u010dtem negativn\u00edch, pochybuj\u00edc\u00edch koment\u00e1\u0159\u016f<\/strong>.\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\">Navzdory opatrnosti jsme se ale s klientem shodli &#8211; Nutella prost\u011b na soci\u00e1ln\u00ed s\u00edt\u011b pat\u0159\u00ed. Jakou strategii jsme pro\u00a0restart str\u00e1nky\u00a0zvolili? A jak se zna\u010dce po roce na Facebooku da\u0159\u00ed?<\/p>\n<h1 style=\"text-align: justify;\">Dv\u011b c\u00edlovky. Dva druhy obsahu.<\/h1>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">St\u011b\u017eejn\u00edm kamenem nov\u00e9 strategie str\u00e1nky pro n\u00e1s byla jasn\u00e1 definice c\u00edlov\u00e9 skupiny. S klientem jsme se shodli na dvou z\u00e1kladn\u00edch variant\u00e1ch obsahu.<\/span><\/p>\n<p style=\"text-align: justify;\">Mlad\u00e9 rodiny s d\u011btmi\u00a0byla priorita \u010d\u00edslo jedna.<strong>\u00a0<\/strong>Lid\u00e9, kte\u0159\u00ed kupuj\u00ed Nutellu jako z\u00e1klad bohat\u00e9 rodinn\u00e9 sn\u00eddan\u011b. Druhou variantou pak pro n\u00e1s byli\u00a0mlad\u00ed lid\u00e9 mezi 15-30 lety.\u00a0Lid\u00e9, kte\u0159\u00ed maj\u00ed Nutellu za internetov\u00fd kult se stali na\u0161\u00ed sekund\u00e1rn\u00ed c\u00edlovkou. A zat\u00edmco k rodin\u00e1m jsme za\u010dali hovo\u0159it s v\u011bt\u0161\u00ed seri\u00f3znost\u00ed,\u00a0u mlad\u00fdch jsme si dovolili pou\u017e\u00edt uvoln\u011bn\u011bj\u0161\u00ed t\u00f3n a v\u00edce ne\u017e jen drobnou \u0161petku humoru.<\/p>\n<p style=\"text-align: justify;\">Zkr\u00e1cen\u011b \u0159e\u010deno: <strong>rodinnou c\u00edlovku jsme se rozhodli sv\u00fdm obsahem inspirovat, tu mlad\u0161\u00ed jednozna\u010dn\u011b bavit.<\/strong><\/p>\n<h2>1) Ka\u017edom\u011bs\u00ed\u010dn\u00ed videoinspirace<\/h2>\n<p style=\"text-align: justify;\">Sou\u010d\u00e1st\u00ed na\u0161\u00ed strategie pro rodiny s d\u011btmi je ka\u017edom\u011bs\u00ed\u010dn\u00ed inspirativn\u00ed videoobsah vytv\u00e1\u0159en\u00fd nativn\u011b pro Facebook. Ve v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f se <strong>sna\u017e\u00edme v efektivn\u00edm form\u00e1tu mamink\u00e1m uk\u00e1zat, jak\u00e9 jednoduch\u00e9 recepty chutnaj\u00ed perfektn\u011b s Nutellou jako t\u0159e\u0161ni\u010dkou na dortu.<\/strong><\/p>\n<p style=\"text-align: justify;\">Na pomysln\u00e9 video m\u011bs\u00edce klademe vysok\u00fd d\u016fraz. Obr\u00e1zkem hotov\u00e9ho produktu s Nutellou nejprve teasujeme, a samotn\u00e9 video je pak pomysln\u00fdm vrcholem na\u0161\u00ed sladk\u00e9 komunikace pro rodinky.<\/p>\n<p style=\"text-align: justify;\">A v\u00fdsledky? Stoj\u00ed za to.<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fnutella.cesko%2Fvideos%2F750763988429245%2F&amp;show_text=0&amp;width=476\" width=\"476\" height=\"476\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p style=\"text-align: justify;\">Recepty a videon\u00e1vody\u00a0n\u00e1s pravideln\u011b osl\u0148uj\u00ed p\u0159edev\u0161\u00edm sv\u00fdmi organick\u00fdmi z\u00e1sahy. Konkr\u00e9tn\u00ed video s Nutella Cupcakes se kup\u0159\u00edkladu zastavilo za hranic\u00ed <strong>210 000 organicky osloven\u00fdch unik\u00e1tn\u00edch u\u017eivatel\u016f<\/strong>.\u00a0Co\u017e je v dne\u0161n\u00ed dob\u011b, kdy hodnoty organick\u00e9ho z\u00e1sahu na Facebooku neust\u00e1le klesaj\u00ed, o to \u00fa\u017easn\u011bj\u0161\u00ed.<\/p>\n<p style=\"text-align: justify;\">Dvan\u00e1ctka vide\u00ed za prvn\u00ed rok spolupr\u00e1ce nabyla dohromady <strong>p\u0159es 1 500 000 zhl\u00e9dnut\u00ed<\/strong>. A to v\u0161e pouze a jen v prost\u0159ed\u00ed Facebooku. Jejich \u00fasp\u011bchu pak p\u0159edev\u0161\u00edm pom\u00e1h\u00e1:<\/p>\n<ul style=\"text-align: justify;\">\n<li style=\"text-align: left;\">d\u00e9lka do jedn\u00e9 minuty,<\/li>\n<li style=\"text-align: left;\">rychlost a jednoduchost tvorby recept\u016f,<\/li>\n<li style=\"text-align: left;\">vhodn\u00fd form\u00e1t pro po\u010d\u00edta\u010de i mobily,<\/li>\n<li style=\"text-align: left;\">l\u00e1kav\u00fd thumbnail i uk\u00e1zka v\u00fdsledku v samotn\u00e9m z\u00e1v\u011bru.<\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\">2) Humor a trocha lajfstajlu<\/h2>\n<p style=\"text-align: justify;\">Pro mlad\u0161\u00ed c\u00edlovku\u00a0zase serv\u00edrujeme obsah, kter\u00fd si sami zasd\u00edlej\u00ed nikoliv kv\u016fli inspiraci, ale <strong>pro\u00a0trefnou pointu, trochu 9gagov\u00e9ho humoru \u010di pro situaci, kterou dob\u0159e znaj\u00ed i ze sv\u00fdch \u017eivot\u016f.<\/strong> Zat\u00edmco v p\u0159\u00edpad\u011b videoinspirac\u00ed je Nutella hrdinou bohat\u00e9 sn\u00eddan\u011b, v tomto p\u0159\u00edpad\u011b se st\u00e1v\u00e1 hrdinou ka\u017ed\u00e9ho dne. A mus\u00edme uznat, \u017ee i mlad\u0161\u00ed c\u00edlov\u00e1 skupina reaguje na obsah Nutelly v\u00fdte\u010dn\u011b.<\/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%2Fnutella.cesko%2Fposts%2F817050845133892&amp;width=500\" width=\"500\" height=\"595\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p style=\"text-align: left;\">Zn\u00e1m\u00e9 kombinace, humor, kter\u00fd neomrz\u00ed, p\u0159\u00edmo\u010dar\u00e9 textace, vt\u00edpky bez hranic. D\u00edky jasn\u00e9mu rozd\u011blen\u00ed c\u00edlov\u00fdch skupin tak neoslovujeme pouze jednu v\u00fdhradn\u00ed, ale dv\u011bma druhy obsahu si ka\u017edom\u011bs\u00ed\u010dn\u00ed z\u00e1sah vhodn\u011b dopl\u0148ujeme. <strong>Pou\u017e\u00edv\u00e1me nav\u00edc jen takov\u00fd obsah, kter\u00fd je kompletn\u011b lok\u00e1ln\u00ed.<\/strong><\/p>\n<p style=\"text-align: left;\">Tedy ano.<\/p>\n<p style=\"text-align: left;\">V\u0161echny ty sladk\u00e9 recepty nava\u0159\u00edme, nape\u010deme, usma\u017e\u00edme&#8230; a pot\u00e9 k radosti social media mana\u017eer\u016f kolektivn\u011b sn\u00edme.<\/p>\n<h1 style=\"text-align: left;\">Cesta za srd\u00ed\u010dky m\u00e1 mnoho podob.<\/h1>\n<p>Abychom budovali str\u00e1nku, jej\u00ed\u017e sentiment bude veskrze pozitivn\u00ed, bylo zapot\u0159eb\u00ed v r\u00e1mci na\u0161\u00ed strategie zkombinovat hned n\u011bkolik d\u016fle\u017eit\u00fdch aspekt\u016f. T\u00edm, kter\u00fd jsme\u00a0v\u00e1m ji\u017e p\u0159edstavili, je obsah jako takov\u00fd, samoz\u0159ejm\u011b v kombinaci s precizn\u00edm ads managementem. Pochopiteln\u00fdm, le\u010d nikoliv automatick\u00fdm, je pak i spr\u00e1vn\u00fd jazyk a tonalita koment\u00e1\u0159\u016f. Ta na\u0161e je uvoln\u011bn\u00e1, up\u0159\u00edmn\u00e1, nikoliv form\u00e1ln\u00ed a uta\u017een\u00e1 regulemi.<\/p>\n<p>Pov\u011bsti str\u00e1nky, pod jej\u00ed\u017e koment\u00e1\u0159e lid\u00e9 nepot\u0159ebuj\u00ed ps\u00e1t negativn\u00ed p\u0159\u00edsp\u011bvky, <strong>pom\u00e1h\u00e1 i kombinace dobr\u00e9ho community managementu a v\u00fdrazn\u00e9ho lok\u00e1ln\u00edho prvku<\/strong>. Na Valent\u00fdna jsme se t\u0159eba rozhodli p\u0159\u00edli\u0161 nepodn\u011bcovat sv\u00e1tek proslaven\u00fd p\u0159edev\u0161\u00edm v Americe, a zapojili jsme fanou\u0161ky do lehce ironick\u00e9 varianty sout\u011b\u017ee. Sout\u011b\u017ee\u00a0s Valent\u00fdnem, kter\u00fd lid\u00e9 tr\u00e1v\u00ed se svou v\u016fbec nejbli\u017e\u0161\u00ed. Se sklenic\u00ed Nutelly.<\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2018\/03\/lzicky.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2312\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2018\/03\/lzicky.png\" alt=\"lzicky\" width=\"1000\" height=\"610\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: justify;\">Pov\u011bst Facebookov\u00e9ho lovebrandu ale nemus\u00edte budovat jen v\u00a0r\u00e1mci hranic ofici\u00e1ln\u00ed Facebookov\u00e9 str\u00e1nky. V pr\u016fb\u011bhu roku spolupr\u00e1ce jsme ostatn\u011b tyto hranice r\u00e1di p\u0159ekra\u010dovali a <strong>promptn\u011b komentovali \u010dl\u00e1nky a zm\u00ednky o Nutelle t\u0159eba na zpravodajsk\u00fdch serverech<\/strong>. \u00da\u010del? Ocitnout se na prvn\u00edm m\u00edst\u011b v koment\u00e1\u0159\u00edch u popul\u00e1rn\u00edch odkaz\u016f a &#8222;pra\u0161tit tak lidi do o\u010d\u00ed&#8220; mil\u00fdm vt\u00edpkem bez jedin\u00e9 investovan\u00e9 koruny do reklam.<\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2018\/03\/policie.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2309\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2018\/03\/policie.png\" alt=\"policie\" width=\"491\" height=\"721\" \/><\/a><\/p>\n<h1>A \u010deho jsme (zat\u00edm) dos\u00e1hli?<\/h1>\n<p style=\"text-align: justify;\">V\u00fdsledky za rok aktivity str\u00e1nky Nutella na Facebooku jsou p\u0159inejmen\u0161\u00edm \u0161armantn\u00ed. Z utlumen\u00e9 str\u00e1nky se stal b\u011bhem roku vl\u00e1dce engagementu, co\u017e dokazuj\u00ed i nadstandardn\u00ed pr\u016fm\u011brn\u00e9 hodnoty uve\u0159ejn\u011bn\u00fdch p\u0159\u00edsp\u011bvk\u016f. <strong>Po\u010det reakc\u00ed per p\u0159\u00edsp\u011bvek se pr\u016fm\u011brn\u011b zakotvil na hodnot\u011b 1 704 reakc\u00ed na p\u0159\u00edsp\u011bvek, medianov\u00e1 hodnota je st\u00e1le velmi vysok\u00fdch 1 304 reakc\u00ed.<\/strong> Co to dokazuje? \u017de Nutella nen\u00ed str\u00e1nka jen n\u011bkolika m\u00e1lo nadm\u00edru \u00fasp\u011b\u0161n\u00fdch p\u0159\u00edsp\u011bvk\u016f, ale \u017ee je v\u00fdsledek okolo patn\u00e1cti set reakc\u00ed na p\u0159\u00edsp\u011bvek naprost\u00fdm standardem.<\/p>\n<p style=\"text-align: justify;\">Rozum\u00edme, reakce jsou fajn v\u011bc. Ale.<\/p>\n<p style=\"text-align: justify;\">Pro klienta v\u0161ak byl dlouhodob\u00fdm m\u011b\u0159\u00edtkem \u00fasp\u011bchu p\u0159edev\u0161\u00edm pozitivn\u00ed sentiment, kv\u016fli n\u011bmu\u017e str\u00e1nka ostatn\u011b n\u011bkolik let spala.\u00a0V celkov\u00e9m mno\u017estv\u00ed 147 061 reakc\u00ed, kter\u00e9 za uplynul\u00fd rok nabyly p\u0159\u00edsp\u011bvky \u010di koment\u00e1\u0159e str\u00e1nky Nutella, se vyskytovalo jen 112 reakc\u00ed typu Angry\/To m\u011b \u0161tve a 93 Sorry\/To m\u011b mrz\u00ed. <strong>Procentu\u00e1ln\u011b jde o pod\u00edl 99,8 % pozitivn\u011b zabarven\u00fdch reakc\u00ed oproti pouh\u00fdm 0,2 %\u00a0reakc\u00ed s negativn\u00edm sentinentem<\/strong>.<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/Da6NwNnoDZeVO\" width=\"480\" height=\"138\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p style=\"text-align: justify;\">&#8222;Jen&#8220; p\u011bkn\u00fd obsah se skv\u011bl\u00fdm produktem v hlavn\u00ed roli ke kladn\u011b p\u0159ijateln\u00e9 Facebook str\u00e1nce nesta\u010d\u00ed. Nutelle prosp\u00edv\u00e1 p\u0159edev\u0161\u00edm <strong>jasn\u011b definovan\u00e1 c\u00edlov\u00e1 skupina<\/strong> u r\u016fzn\u00fdch typ\u016f p\u0159\u00edsp\u011bvk\u016f, <strong>tonalita<\/strong>, kter\u00e1 si na nic nehraje, a<strong> pr\u00e1ce s koment\u00e1\u0159i<\/strong>, v nich\u017e si Nutella um\u00ed ud\u011blat legraci i sama ze sebe.<\/p>\n<p style=\"text-align: justify;\">Organick\u00e9 z\u00e1sahy a po\u010dty kladn\u00fdch reakc\u00ed n\u00e1m zkr\u00e1tka d\u011blaj\u00ed radost.<\/p>\n<p style=\"text-align: justify;\">A my u\u017e se nem\u016f\u017eeme do\u010dkat dal\u0161\u00edho sladk\u00e9ho roku.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kdy\u017e jsme 1. b\u0159ezna 2017 p\u0159id\u00e1vali prvn\u00ed p\u0159\u00edsp\u011bvek na \u010deskoslovensk\u00fd profil Nutelly, \u0159ada z n\u00e1s si od\u0161krtla v\u00fdznamnou polo\u017eku ze seznamu sv\u00fdch vysn\u011bn\u00fdch klient\u016f. Nutella je legenda. Produkt dob\u0159e zn\u00e1m\u00fd a ikonick\u00fd. L\u00edskoo\u0159\u00ed\u0161kov\u00e1 pomaz\u00e1nka, po kter\u00e9 jsme prahli u\u017e jako d\u011bti, l\u00e1ska, co v\u011bt\u0161inu z n\u00e1s neopustila ani v dosp\u011blosti. Zkr\u00e1tka a dob\u0159e, kdy\u017e jsme [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3492,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[7],"tags":[20,31,68,72,77],"class_list":["post-2275","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-pripadovky","tag-case-study","tag-facebook","tag-nutella","tag-pripadovka","tag-sentiment","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/2275","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=2275"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/2275\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/3492"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=2275"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=2275"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=2275"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}