{"id":3161,"date":"2020-04-10T13:40:13","date_gmt":"2020-04-10T12:40:13","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=3161"},"modified":"2025-12-19T17:03:31","modified_gmt":"2025-12-19T16:03:31","slug":"spravna-chvile-na-promo-je-ted","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2020\/04\/10\/spravna-chvile-na-promo-je-ted\/","title":{"rendered":"Spr\u00e1vn\u00e1 chv\u00edle na promo je te\u010f"},"content":{"rendered":"\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"500\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/covidblogads2_optimized-800x500-1.png\" alt=\"\" class=\"wp-image-3755\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/covidblogads2_optimized-800x500-1.png 800w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/covidblogads2_optimized-800x500-1-300x188.png 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/covidblogads2_optimized-800x500-1-768x480.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ohledn\u011b kreativy a strategie komunikace v COVID dob\u011b napsal na na\u0161em Socialsharks blogu Daniel Kr\u00e1sn\u00fd asi v\u0161e, co bylo t\u0159eba \u0159\u00edci.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud souhlas\u00edte s t\u00edm, \u017ee <em>\u201cZastavit komunikaci je stejn\u00e1 blbost jako d\u011blat, \u017ee se v\u016fbec nic zvl\u00e1\u0161tn\u00edho ned\u011bje.\u201d<\/em> a \u017ee bude platit <em>\u201cPokud chcete koronavirovou krizi tr\u00e1vit v brandov\u00e9 karant\u00e9n\u011b, pros\u00edm. Nedivte se ale pak, \u017ee a\u017e v\u0161echno tohle skon\u010d\u00ed a vy vymydlen\u00ed vyjdete ven, u\u017e si s v\u00e1mi nikdo nebude cht\u00edt hr\u00e1t.\u201d<\/em>, m\u011bli byste uk\u00e1zat, \u017ee jste tady.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Je dobr\u00e1 chv\u00edle na promo?&nbsp;<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Samoz\u0159ejm\u011b ka\u017ed\u00fd produkt a ka\u017ed\u00e1 c\u00edlov\u00e1 skupina m\u00e1 sv\u00e1 specifika, ale celkov\u011b \u0159e\u010deno <strong>ano!<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud se toti\u017e pod\u00edv\u00e1me na v\u00fdvoj ceny za tis\u00edc zobrazen\u00ed, CPM spadlo 15. 3. 2020 dost pod lednov\u00e9 ceny. I kdy\u017e je na cen\u011b CPM vid\u011bt adaptace firem na nov\u00fd \u0159\u00e1d sv\u011bta, po\u0159\u00e1d je CPM na \u00farovni za\u010d\u00e1tku ledna a tedy <strong>nejni\u017e\u0161\u00ed v roce.<\/strong><br><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"537\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-1-1024x537-1.png\" alt=\"\" class=\"wp-image-3757\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-1-1024x537-1.png 1024w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-1-1024x537-1-300x157.png 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-1-1024x537-1-768x403.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Graf je zalo\u017een na agregovan\u00fdch v\u00fdsledc\u00edch reklamn\u00edch \u00fa\u010dt\u016f na\u0161\u00ed agentury Socialsharks, kter\u00e9 bez p\u0159eru\u0161en\u00ed propaguj\u00ed sv\u016fj obsah v \u010cR. Jedn\u00e1 se o data s medi\u00e1ln\u00ed investic\u00ed v \u0159\u00e1du statis\u00edc\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Abychom m\u011bli i jin\u00fd zdroj t\u011bchto informac\u00ed, p\u0159ipojuji zde i <a href=\"https:\/\/www.socialbakers.com\/blog\/covid-19-is-changing-behavior-on-social-media-for-both-brands-and-users\">\u010dl\u00e1nek Socialbakers<\/a>, kte\u0159\u00ed uv\u00e1d\u00ed na z\u00e1klad\u011b sv\u00fdch zdroj\u016f sn\u00ed\u017een\u00ed CPM o 50+ %.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Samoz\u0159ejm\u011b druhou ot\u00e1zkou je, zda lid\u00e9 v dne\u0161n\u00ed dob\u011b maj\u00ed v\u016fbec o reklamy z\u00e1jem a zda se jejich pozornost nep\u0159esunula jinam. Jak je na grafu v\u00fd\u0161e vid\u011bt, <strong>m\u00edra interakce v\u00fdrazn\u011b stoupla <\/strong>a ne \u2013 neprod\u00e1v\u00e1me rou\u0161ky.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>A kter\u00e9 kampan\u011b tedy rozjet?&nbsp;<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00fdvoj posledn\u00edch t\u00fddn\u016f uk\u00e1zal velk\u00e9 v\u00fdhody e-shop\u016f a firem, kter\u00e9 jsou schopny se <strong>rychle adaptovat<\/strong>. Pokud m\u00e1te e-shop \u010di produkt prodejn\u00fd p\u0159es internet, v\u011b\u0159\u00edm, \u017ee ji\u017e jedete social media promo na pln\u00e9 obr\u00e1tky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Velkou p\u0159\u00edle\u017eitost zde ale vid\u00edm i pro brandov\u00e9 kampan\u011b. Jak uv\u00e1d\u00ed ve sv\u00e9m <a href=\"https:\/\/www.socialsharks.cz\/blog\/2-tydny-karanteny-je-na-case-to-lidem-udelat-hezci\/\">\u010dl\u00e1nku<\/a> Daniel Kr\u00e1sn\u00fd, nyn\u00ed je \u010das na vytv\u00e1\u0159en\u00ed vztah\u016f. <strong>Pobavte lidi, nab\u00eddn\u011bte slevu \u010di jen uka\u017ete, jak m\u016f\u017ee b\u00fdt v\u00e1\u0161 produkt pro n\u011b prosp\u011b\u0161n\u00fd.<\/strong> Proto\u017ee ve kter\u00e9m jin\u00e9m m\u011bs\u00edci m\u016f\u017eete za 50 000 K\u010d oslovit 25 % c\u00edlov\u00e9 skupiny \u201c\u010cR, 25-45 let\u201d s frekvenc\u00ed 4.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Modelov\u00fd p\u0159\u00edklad: <\/strong>\u010cR, v\u011bk u\u017eivatel\u016f 25-45, pouze Facebook feed, frekvence 2x za 7 dn\u00ed (zv\u00fd\u0161en\u00e1). Fin\u00e1ln\u00ed cena je z\u00e1visl\u00e1 na historick\u00fdch v\u00fdsledc\u00edch str\u00e1nky (Sk\u00f3re relevance atd.).<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"785\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-2-1024x785-1.png\" alt=\"\" class=\"wp-image-3758\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-2-1024x785-1.png 1024w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-2-1024x785-1-300x230.png 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-2-1024x785-1-768x589.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>N\u00e1kup p\u0159es Reach &amp; Frequency nen\u00ed automaticky p\u0159\u00edstupn\u00fd v\u0161em \u00fa\u010dt\u016fm. <\/strong>Pro jeho z\u00edsk\u00e1n\u00ed oslovte sv\u00e9ho Facebook accounta, podporu, nebo t\u0159eba n\u00e1s v Socialsharks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00edky levn\u011bj\u0161\u00edmu CPM a mo\u017enosti oslovit velk\u00e9 mno\u017estv\u00ed u\u017eivatel\u016f d\u00edky <strong>zv\u00fd\u0161en\u00e9 aktivit\u011b na soci\u00e1ln\u00edch s\u00edt\u00edch<\/strong> je tak\u00e9 dobr\u00e1 doba pro vyu\u017eit\u00ed Facebook Brand Lift Study.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ji\u017e d\u00e1vno jsou pry\u010d doby, kdy byla ur\u010dena jen pro hrstku inzerent\u016f s kampa\u0148ov\u00fdmi rozpo\u010dty kolem milionu korun. Nyn\u00ed Facebook bezplatn\u011b nab\u00edz\u00ed tuto mo\u017enost ji\u017e p\u0159i kampan\u00edch s media spendem p\u0159ibli\u017en\u011b od 200 000 K\u010d. Va\u0161e kampa\u0148 by m\u011bla oslovit 1 milion lid\u00ed s frekvenc\u00ed alespo\u0148 3,5 a mus\u00ed trvat minim\u00e1ln\u011b 14 dn\u00ed. Z na\u0161\u00ed zku\u0161enosti mus\u00edm \u0159\u00edci, \u017ee pro z\u00edsk\u00e1n\u00ed statisticky v\u00fdznamn\u00e9ho liftu je lep\u0161\u00ed m\u00edt frekvenci vy\u0161\u0161\u00ed ne\u017e 8 za m\u011bs\u00edc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Nastaven\u00ed Brand Lift Study <\/strong>(pokud v\u00e1m tuto mo\u017enost Facebook ji\u017e p\u0159id\u011blil) naleznete v Business Manageru pod n\u00e1zvem <em>Experiments<\/em> a jedn\u00e1 se o <em>Brand Survey<\/em>.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"437\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-3-1024x437-1.png\" alt=\"\" class=\"wp-image-3759\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-3-1024x437-1.png 1024w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-3-1024x437-1-300x128.png 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-3-1024x437-1-768x328.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V Brand Lift Study Facebook vytvo\u0159\u00ed kontroln\u00ed skupinu k va\u0161emu c\u00edlov\u00e9mu publiku, kterou nebude reklamami oslovovat. B\u011bhem kampan\u011b se pot\u00e9 pt\u00e1 obou skupin na v\u00e1mi zvolen\u00e9 3 ot\u00e1zky a vy d\u00edky tomu vid\u00edte, jak\u00fd vliv na osloven\u00e9 publikum m\u011bla va\u0161e kampa\u0148. V self-service spu\u0161t\u011bn\u00ed jsou ale jen z\u00e1kladn\u00ed ot\u00e1zky, tak\u017ee pokud m\u00e1te slo\u017eit\u011bj\u0161\u00ed hypot\u00e9zy, v\u011bt\u0161\u00ed rozpo\u010det, nebo si nejste jisti, rozhodn\u011b doporu\u010duji kontaktovat va\u0161eho Facebook accounta nebo partnerskou agenturu Facebooku.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"528\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-4-1024x528-1.png\" alt=\"\" class=\"wp-image-3760\" srcset=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-4-1024x528-1.png 1024w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-4-1024x528-1-300x155.png 300w, https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2020\/04\/Obrazek-4-1024x528-1-768x396.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud jste tedy firmou, kter\u00e1 se <strong>nerozhodla zal\u00e9zt do ulity<\/strong>, dok\u00e1\u017ee naj\u00edt rozpo\u010det, m\u00e1 kreativn\u00ed ideu, co \u0159\u00edci a chce z t\u00e9to situace <strong>vyj\u00edt siln\u011bj\u0161\u00ed<\/strong>, rozhodn\u011b jd\u011bte do toho!<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ohledn\u011b kreativy a strategie komunikace v COVID dob\u011b napsal na na\u0161em Socialsharks blogu Daniel Kr\u00e1sn\u00fd asi v\u0161e, co bylo t\u0159eba \u0159\u00edci.&nbsp; Pokud souhlas\u00edte s t\u00edm, \u017ee \u201cZastavit komunikaci je stejn\u00e1 blbost jako d\u011blat, \u017ee se v\u016fbec nic zvl\u00e1\u0161tn\u00edho ned\u011bje.\u201d a \u017ee bude platit \u201cPokud chcete koronavirovou krizi tr\u00e1vit v brandov\u00e9 karant\u00e9n\u011b, pros\u00edm. Nedivte se ale [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[5,6],"tags":[],"class_list":["post-3161","post","type-post","status-publish","format-image","hentry","category-nazory","category-novinky","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3161","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=3161"}],"version-history":[{"count":3,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3161\/revisions"}],"predecessor-version":[{"id":3761,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/3161\/revisions\/3761"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=3161"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=3161"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=3161"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}