{"id":2583,"date":"2019-02-20T09:21:40","date_gmt":"2019-02-20T08:21:40","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=2583"},"modified":"2019-02-20T09:21:40","modified_gmt":"2019-02-20T08:21:40","slug":"inspirace-checklist-peti-veci-ktery-musite-splnit-pri-tvorbe-obsahu","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2019\/02\/20\/inspirace-checklist-peti-veci-ktery-musite-splnit-pri-tvorbe-obsahu\/","title":{"rendered":"Inspirace: Checklist p\u011bti v\u011bc\u00ed, kter\u00fd mus\u00edte splnit p\u0159i tvorb\u011b obsahu"},"content":{"rendered":"<p style=\"text-align: justify;\">Up\u0159\u00edmn\u011b?<\/p>\n<p style=\"text-align: justify;\"><strong>Pracovat jako tv\u016frce obsahu na soci\u00e1ln\u00ed s\u00edt\u011b\u00a0m\u016f\u017ee b\u00fdt cesta dl\u00e1\u017ed\u011bn\u00e1 do pekel<\/strong>. A i kdy\u017e s klientem nejedete zrovna kvantitu, st\u00e1le je v uvozkovk\u00e1ch\u00a0pot\u0159eba ten stejn\u00fd produkt zachytit tis\u00edcem a jedn\u00edm zp\u016fsobem.<\/p>\n<p style=\"text-align: justify;\">To se pak nejd\u0159\u00edv za\u010dne kou\u0159it z hlavy.<\/p>\n<p style=\"text-align: justify;\">A pak vyho\u0159\u00edte \u00fapln\u011b.\u00a0\ud83d\udd25\ud83d\udd25\ud83d\udd25<\/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\/25GRBYkT461YNkGg7x\" width=\"480\" height=\"270\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p style=\"text-align: justify;\">Pro ty, co n\u011bkdy \u0159e\u0161ili obdobn\u00fd probl\u00e9m se zacyklen\u00edm\/ztr\u00e1tou inspirace\/nedostatkem energie, jsem dal do kupy p\u011btici tip\u016f, kter\u00e1 jako social media specialistovi pom\u00e1hala mn\u011b.<\/p>\n<p style=\"text-align: justify;\">A kterou se sna\u017e\u00edm vtisknout do hlav\u00a0v\u0161em nov\u00fdm junior\u016fm u n\u00e1s v Socialsharks.<\/p>\n<p style=\"text-align: justify;\">[divider] [\/divider]<\/p>\n<h1 style=\"text-align: justify;\">1) P\u0159inese\u00a0tv\u00e1 kreativa n\u011bkomu n\u011bco?<\/h1>\n<p style=\"text-align: justify;\">U\u017eitek je\u00a0asi nejv\u011bt\u0161\u00ed sv\u00edzel soci\u00e1ln\u00edch s\u00edt\u00ed. Obsahu je na Facebooku i Instagramu a\u017e moc. A na jeden skv\u011bl\u00fd u\u017eite\u010dn\u00fd p\u0159\u00edsp\u011bvek p\u0159ipadaj\u00ed dva, na kter\u00e9m se produkt v\u00e1l\u00ed ve sn\u011bhu, proto\u017ee p\u0159ed agenturou zrovna napadlo. \ud83c\udf28\ud83c\udf28\ud83c\udf28<\/p>\n<p style=\"text-align: justify;\">P\u0159edt\u00edm, ne\u017e se za\u010dnete pachtit s p\u0159\u00edpravou p\u0159\u00edsp\u011bvku, a\u0165 u\u017e jde o fotku na Instagram nebo \u010dl\u00e1nek na obsahov\u00fd web, <strong>zeptejte se sami sebe up\u0159\u00edmn\u011b: p\u0159inese v\u00e1\u0161 v\u00fdtvor n\u011bkomu n\u011bco?<\/strong><\/p>\n<p style=\"text-align: justify;\">Nemus\u00ed to b\u00fdt \u017e\u00e1dn\u00e1 raketov\u00e1 v\u011bda.<\/p>\n<p style=\"text-align: justify;\">Sta\u010d\u00ed poradit, inspirovat, uk\u00e1zat n\u011bco nov\u00e9ho. \u00dapln\u011b relevantn\u00edm \u00fa\u010delem je dok\u00e1zat u\u017eivatele pobavit dobr\u00fdm humorem. Koneckonc\u016f, jsme p\u0159eci n\u00e1rod vtip\u00e1lk\u016f.<\/p>\n<p><center><iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fkinder.bueno.cz%2Fposts%2F1997727263638973&amp;width=500\" width=\"500\" height=\"503\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/center><\/p>\n<p style=\"text-align: justify;\">Ten \u00fapln\u011b nejlep\u0161\u00ed p\u0159\u00edpad\u00a0je pak takov\u00fd, kdy\u017e kreativa p\u0159inese n\u011bco u\u017eivateli i klientovi. <strong>Nejl\u00e9pe pen\u00edze.<\/strong><\/p>\n<p style=\"text-align: justify;\">Nebo sl\u00e1vu.<\/p>\n<p style=\"text-align: justify;\">[divider] [\/divider]<\/p>\n<h1 style=\"text-align: justify;\">2) D\u011bl\u00e1\u0161 to\u00a0pro spr\u00e1vnou platformu?<\/h1>\n<p style=\"text-align: justify;\">Tak n\u011bjak obecn\u011b se traduje, \u017ee na Facebook m\u016f\u017eete do kreativy prsknout textaci, na Instagramu to rad\u0161i nechat raw.\u00a0Ta my\u0161lenka vlastn\u011b nen\u00ed \u00fapln\u011b mimo, i kdy\u017e j\u00ed samoz\u0159ejm\u011b k dokonalosti leccos sch\u00e1z\u00ed.<\/p>\n<p style=\"text-align: justify;\">Probl\u00e9m je, kdy\u017e dojde na Instagram Stories.<\/p>\n<p style=\"text-align: justify;\">Lidi je pou\u017e\u00edvaj\u00ed, z logiky jejich n\u00e1zvu, jako moment\u00e1ln\u00ed pokryt\u00ed n\u011b\u010deho, co se zrovna d\u011bje. Stories vypr\u00e1v\u011bj\u00ed p\u0159\u00edb\u011bh, v kr\u00e1tk\u00fdch shotech umo\u017en\u00ed u\u017eivatel\u016fm vypr\u00e1v\u011bt.<\/p>\n<p style=\"text-align: justify;\">Zna\u010dky ale v\u011bt\u0161inou nevypr\u00e1v\u00ed nic. <strong>Daj\u00ed si do sv\u00fdch Stories vertik\u00e1ln\u00ed kreativu, kter\u00e1 by mohla vyj\u00edt kdekoliv.<\/strong> Bez pointy, bez n\u00e1vaznosti, bez prvk\u016f, kter\u00e9 ze Stories d\u011blaj\u00ed Stories.<\/p>\n<p style=\"text-align: justify;\">Opravdu tohle chcete konzumovat?<\/p>\n<p style=\"text-align: justify;\">[divider] [\/divider]<\/p>\n<h1 style=\"text-align: justify;\">3) P\u0159in\u00e1\u0161\u00ed tv\u016fj text p\u0159idanou hodnotu?<\/h1>\n<p style=\"text-align: justify;\">Texty ve Facebookov\u00fdch kreativ\u00e1ch se \u010dasto nadu\u017e\u00edvaj\u00ed.<\/p>\n<p style=\"text-align: justify;\"><strong>Facebook je obecn\u011b pln\u00fd komik\u016f, kte\u0159\u00ed do posledn\u00edch drobnost\u00ed vysv\u011btluj\u00ed sv\u00e9 f\u00f3ry<\/strong>. Vyfot\u00ed hezky nap\u011bn\u011bn\u00e9 pivko na pohledn\u00e9m dubov\u00e9m stole. A p\u0159idaj\u00ed k fotce text, ve kter\u00e9m okomentuj\u00ed to, co je na obr\u00e1zku o\u010dividn\u00e9.<\/p>\n<p style=\"text-align: justify;\">Jen si to pivo p\u0159edstavte.<\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/01\/tumblr_o0i5ub54vR1t0qqjbo1_1280.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2664\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/01\/tumblr_o0i5ub54vR1t0qqjbo1_1280.gif\" alt=\"tumblr_o0i5ub54vR1t0qqjbo1_1280\" width=\"801\" height=\"438\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">L\u00edn\u00e9mu kreativci u\u017e naskakuje hned n\u011bkolik jednoduch\u00fdch asociac\u00ed, kter\u00e9 mu tam grafik vylep\u00ed do prostoru. Nam\u00e1tkou:<\/p>\n<ul style=\"text-align: justify;\">\n<li><em>Kdo by si dal taky jedno orosen\u00fd?<br \/>\n<\/em><\/li>\n<li><em>N\u011bkdy to chce po\u0159\u00e1dnou \u010depici.<br \/>\n<\/em><\/li>\n<li><i>Nen\u00ed nad to po\u0159\u00e1dn\u011b vyp\u011bnit.<\/i><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><strong>Nel\u00edn\u00fd kreativec ale nepopisuje to, co vid\u00ed na obr\u00e1zku.<\/strong> Popisuje situaci, kter\u00e1 p\u0159edch\u00e1zela a ve kter\u00e9 se lid\u00e9 najdou.<\/p>\n<ul style=\"text-align: justify;\">\n<li><em>Ten pocit, kdy\u017e se nemus\u00ed\u0161 pt\u00e1t, jestli chce\u0161 dal\u0161\u00ed.<\/em><\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Nespokojit se s prvn\u00ed asociac\u00ed a nechat v\u00e1\u0161 text, aby situaci pov\u00fd\u0161il do jin\u00e9, p\u0159edem nezjevn\u00e9 dimenze, je dokonal\u00e1 v\u00fdhra. Dokonal\u00fdm p\u0159\u00edkladem je v tomhle ohledu Tesco a jejich <strong>&#8222;I was only looking\/\u0161la jsem jen pro&#8220; kampa\u0148 pro F&amp;F.<\/strong><\/p>\n<p style=\"text-align: justify;\">Prost\u00e1 copywritersk\u00e1 dokonalost.<\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/01\/thumb.jpeg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2667\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/01\/thumb-1024x511.jpeg\" alt=\"thumb\" width=\"620\" height=\"309\" \/><\/a><\/p>\n<p>[divider] [\/divider]<\/p>\n<h1 style=\"text-align: justify;\">4) Nesoud\u00ed\u0161 sv\u011bt podle sebe a sv\u00e9ho spolubydly?<\/h1>\n<p style=\"text-align: justify;\">V\u011bt\u0161ina kreativc\u016f \u017eije v Praze, nos\u00ed Happy Socks, drand\u00ed na Rekole bez helmy po chodn\u00edku, nikdy nevid\u011bla voli\u010de Milo\u0161e Zemana na vlastn\u00ed o\u010di a \u010dile pou\u017e\u00edv\u00e1 Twitter.<\/p>\n<p style=\"text-align: justify;\">A samoz\u0159ejm\u011b doma\u00a0nem\u00e1 televizi a p\u0159edpl\u00e1c\u00ed si Netflix.<\/p>\n<p style=\"text-align: justify;\">Je snadn\u00e9 podlehnout sv\u00e9 soci\u00e1ln\u00ed bublin\u011b\u00a0a soudit sv\u011bt dle sv\u00e9ho bezprost\u0159edn\u00edho okol\u00ed. <strong>Nikdy ale nenechte svou bublinu dostat do va\u0161ich kreativ.<\/strong> Pokud je \u010cesk\u00e1 republika mo\u0159e, va\u0161e bublina m\u00e1 velikost \u0161p\u00edny za nehty\u00a0uta\u017een\u00e9ho metrosexu\u00e1la.<\/p>\n<p style=\"text-align: justify;\">Fam\u00f3zn\u011b o bublin\u00e1ch psal <a href=\"https:\/\/www.linkedin.com\/pulse\/10-%C5%A1tatist%C3%ADk-ktor%C3%A9-v%C3%A1m-pom%C3%B4%C5%BEu-z-marketingovej-bubliny-jaro-horv%C3%A1th\/?fbclid=IwAR0GXMiS3ImDxv6Jz2CcnOdVLJc6C3KhoMwYMS-xLoW2Ag8PZ90Pq_2Aqrw\"><span style=\"text-decoration: underline;\">p\u0159ed ned\u00e1vnem Jaro Horv\u00e1th na sv\u00e9m LinkedInu<\/span><\/a>.<\/p>\n<p style=\"text-align: justify;\">P\u0159e\u010dt\u011bte si to.<\/p>\n<p style=\"text-align: justify;\">A vryjte si to po poumbridgeovsku rovnou pod k\u016f\u017ei.<\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/01\/687474703a2f2f63646e2e6775726c2e636f6d2f77702d636f6e74656e742f75706c6f6164732f323031342f30372f68617272792d706f747465722d692d6d7573742d6e6f742d74656c6c2d6c696573652e676966.gif\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2670\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2019\/01\/687474703a2f2f63646e2e6775726c2e636f6d2f77702d636f6e74656e742f75706c6f6164732f323031342f30372f68617272792d706f747465722d692d6d7573742d6e6f742d74656c6c2d6c696573652e676966.gif\" alt=\"687474703a2f2f63646e2e6775726c2e636f6d2f77702d636f6e74656e742f75706c6f6164732f323031342f30372f68617272792d706f747465722d692d6d7573742d6e6f742d74656c6c2d6c696573652e676966\" width=\"500\" height=\"211\" \/><\/a><\/p>\n<p>[divider] [\/divider]<\/p>\n<h1 style=\"text-align: justify;\">5)\u00a0M\u00e1 tv\u016fj p\u0159\u00edsp\u011bvek v\u016fbec pr\u00e1vo na \u017eivot?<\/h1>\n<p style=\"text-align: justify;\">Na konferenci Social Restart a Strat\u00e9gie jsem<strong> loni\u00a0mluvil o tom, jak je d\u016fle\u017eit\u00e9 b\u00fdt s\u00e1m sob\u011b kritikem.<\/strong><\/p>\n<p style=\"text-align: justify;\">Jen v tom p\u0159\u00edpad\u011b toti\u017e p\u0159estanete plnit content pl\u00e1ny vatou, a za\u010dnete vyr\u00e1b\u011bt posty, kter\u00e9 maj\u00ed pr\u00e1vo na \u017eivot.<\/p>\n<p style=\"text-align: justify;\">Mlad\u00ed specialist\u00e9 si mohou toto posuzov\u00e1n\u00ed uleh\u010dit, pokud budou v p\u0159\u00edsp\u011bvku posuzovat \u010dty\u0159i z\u00e1kladn\u00ed elementy:<\/p>\n<ul style=\"text-align: justify;\">\n<li>brandozveda\u010d &#8211; zm\u011bn\u00ed se u \u010dlov\u011bka n\u00e1zor na zna\u010dku po zhl\u00e9dnut\u00ed kreativy?<\/li>\n<li>okochyta\u010d &#8211; upout\u00e1 m\u011b p\u0159\u00edsp\u011bvek vizu\u00e1ln\u011b na prvn\u00ed dobrou ve feedu?<\/li>\n<li>rozmno\u017eova\u010d &#8211; m\u00e1 p\u0159\u00edsp\u011bvek n\u011bjak\u00e9 call-to-action?<\/li>\n<li>personaliz\u00e1tor &#8211; hovo\u0159\u00edme k dan\u00e9 c\u00edlov\u00e9 skupin\u011b tak, jak je j\u00ed to bl\u00edzk\u00e9?<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">V\u00edce o t\u011bchto elementech najdete v m\u00fdch slajdech.<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/NGdXdhk3rZh99q\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<p style=\"text-align: justify;\">Jen p\u0159ipom\u00edn\u00e1m, <strong>t\u0159i ze \u010dty\u0159 element\u016f jsou must<\/strong>. \u010cty\u0159i ze \u010dty\u0159 je v\u00fdhra v loterii.<\/p>\n<p style=\"text-align: justify;\">[divider] [\/divider]<\/p>\n<p style=\"text-align: justify;\">Je mi jasn\u00e9, \u017ee \u017eivot content makera nejde takhle jednodu\u0161e omezit do p\u011bti bod\u016f.\u00a0A \u017ee\u00a0opravdov\u00fd checklist je mnohdy \u0161ir\u0161\u00ed a komplikovan\u011bj\u0161\u00ed, ne\u017e aby se ve\u0161el do jedn\u00e9 konkr\u00e9tn\u00ed kucha\u0159ky.<\/p>\n<p style=\"text-align: justify;\">P\u0159esto si zkuste zapsat za u\u0161i tuhle p\u011btici pravidel. Je\u0161t\u011b jednou, jin\u00fdmi slovy:<\/p>\n<p style=\"text-align: justify;\">[yes_list]<\/p>\n<ul style=\"text-align: justify;\">\n<li>Odnesou si lidi n\u011bco z tv\u00e9ho\u00a0postu? Informaci? Sm\u00edch?<\/li>\n<li>Ned\u011bl\u00e1\u0161 n\u00e1hodou printovou reklamu na Instagram?<\/li>\n<li>Nen\u00ed ten tv\u016fj text v kreativ\u011b tak n\u011bjak nav\u00edc?<\/li>\n<li>Nepot\u0159ebuje\u0161 prop\u00edchnout svou bublinu?<\/li>\n<li>M\u00e1 tv\u016fj p\u0159\u00edsp\u011bvek form\u00e1ln\u00ed kvalitu?<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">[\/yes_list]<\/p>\n<p style=\"text-align: justify;\">[divider] [\/divider]<\/p>\n<p style=\"text-align: justify;\"><strong>Kdy\u017e si tohle v\u0161echno dok\u00e1\u017eete vyzelenit, bude va\u0161e pr\u00e1ce d\u00e1vat smysl.<\/strong><\/p>\n<p style=\"text-align: justify;\">A bude se v\u00e1m l\u00e9pe d\u00fdchat.<\/p>\n<p style=\"text-align: justify;\">Nen\u00ed za\u010d.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Up\u0159\u00edmn\u011b? Pracovat jako tv\u016frce obsahu na soci\u00e1ln\u00ed s\u00edt\u011b\u00a0m\u016f\u017ee b\u00fdt cesta dl\u00e1\u017ed\u011bn\u00e1 do pekel. A i kdy\u017e s klientem nejedete zrovna kvantitu, st\u00e1le je v uvozkovk\u00e1ch\u00a0pot\u0159eba ten stejn\u00fd produkt zachytit tis\u00edcem a jedn\u00edm zp\u016fsobem. To se pak nejd\u0159\u00edv za\u010dne kou\u0159it z hlavy. A pak vyho\u0159\u00edte \u00fapln\u011b.\u00a0\ud83d\udd25\ud83d\udd25\ud83d\udd25<\/p>\n","protected":false},"author":1,"featured_media":3476,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[3],"tags":[25,27,85],"class_list":["post-2583","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-inspirace","tag-content-making","tag-copywriting","tag-social-media-marketing","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/2583","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=2583"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/2583\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/3476"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=2583"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=2583"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=2583"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}