{"id":526,"date":"2015-10-19T21:05:21","date_gmt":"2015-10-19T20:05:21","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=526"},"modified":"2015-10-19T21:05:21","modified_gmt":"2015-10-19T20:05:21","slug":"hostili-jsme-johnyho-machette-proc-jsou-youtuberi-dobri","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2015\/10\/19\/hostili-jsme-johnyho-machette-proc-jsou-youtuberi-dobri\/","title":{"rendered":"Hostili jsme Johnyho Machette: Pro\u010d jsou Youtube\u0159i dob\u0159\u00ed?"},"content":{"rendered":"

Zat\u00edmco p\u0159ed rokem se o slavn\u00fdch, nejen \u010desk\u00fdch YouTuberech hovo\u0159ilo jako o internetov\u00fdch celebrit\u00e1ch, dnes bychom se ji\u017e neb\u00e1li je nazvat celebritami bez p\u0159\u00edvlastku. Navzdory masivn\u00edmu n\u00e1r\u016fstu jejich popularity se v\u0161ak st\u00e1le jedn\u00e1 o entitu, kter\u00e9 \u0159ada firem nep\u0159ikl\u00e1d\u00e1 v\u00e1hu a ne zcela rozum\u00ed jej\u00edmu vysok\u00e9mu vlivu. A proto jsme nejen pro n\u00e1s, ale i pro na\u0161e klienty uspo\u0159\u00e1dali experiment\u00e1ln\u00ed sezen\u00ed s jednou z nejzn\u00e1m\u011bj\u0161\u00edch \u010desk\u00fdch, ji\u017e nejen internetov\u00fdch celebrit<\/strong>. Rapperem Jon\u00e1\u0161em \u010cumrikem alias Johnym Machette.<\/p>\n

„Firmy se mus\u00ed nau\u010dit spolupracovat s dan\u00fdm YouTuberem kontinu\u00e1ln\u011b, vyu\u017e\u00edt dlouhodobou spolupr\u00e1ci a neustrnout, jinak se nov\u011b nabyt\u00ed followe\u0159i za\u010dnou odhla\u0161ovat a fanou\u0161ci odch\u00e1zet,“ prohl\u00e1sil hned na \u00favod Mat\u011bj Kret\u00edk ze spole\u010dnosti Booking Agency, medi\u00e1ln\u00ed z\u00e1stupce Johnyho Machette. V t\u0159\u00edhodinov\u00e9m p\u0159\u00e1telsk\u00e9m posezen\u00ed jsme na\u0161im klient\u016fm i sami sob\u011b dovolili nahl\u00e9dnout do mentality YouTuber\u016f tak\u0159\u00edkaj\u00edc z prvn\u00ed ruky. A krom\u011b vhledu a sezn\u00e1men\u00edm s Johnym se klienti ptali na v\u0161e, co je ohledn\u011b YouTube zaj\u00edmalo. K ot\u00e1zce klienta, zda je YouTube v\u016fbec br\u00e1n jako d\u016fv\u011bryhodn\u00e9 m\u00e9dium, se Johny vyj\u00e1d\u0159il jasn\u011b: „Odb\u011bratel\u00e9 berou sv\u00e9ho obl\u00edben\u00e9ho YouTubera za sv\u00e9ho kamar\u00e1da, jsou s n\u00edm t\u00e9m\u011b\u0159 v denn\u00edm kontaktu, \u017eij\u00ed s n\u00edm jeho \u017eivot.“ Doporu\u010den\u00ed produktu od takov\u00e9ho YouTubera se tak ur\u010dit\u00fdm zp\u016fsobem d\u00e1 p\u0159ipodobnit k doporu\u010den\u00ed od bl\u00edzk\u00e9ho zn\u00e1m\u00e9ho.<\/p>\n

\"machete2\"<\/a><\/p>\n

Jak trefn\u011b prohl\u00e1sil Kret\u00edk, firma by nem\u011bla oslovovat YouTubery n\u00e1hodn\u011b, naopak dob\u0159e si vyb\u00edrat, kter\u00fd YouTuber sv\u00fdm projevem, c\u00edlovou skupinou, prob\u00edran\u00fdmi t\u00e9maty zapad\u00e1 do koncepce zna\u010dky. „Kdy\u017e chce firma za\u010d\u00edt s podobn\u00fdm sponzoringem, m\u011bla by se porozhl\u00e9dnout po YouTuberech, kte\u0159\u00ed t\u0159eba ji\u017e produkty zna\u010dky n\u011bkdy v minulosti zm\u00ednili,“ dod\u00e1v\u00e1 Kret\u00edk. Podpora YouTubera se p\u0159i \u0161patn\u00e9m v\u00fdb\u011bru m\u016f\u017ee st\u00e1t pro firmy snadno dvouse\u010dnou zbran\u00ed<\/strong>. Johny ostatn\u011b s\u00e1m p\u0159ipou\u0161t\u00ed, \u017ee n\u011bkte\u0159\u00ed, by\u0165 i zn\u00e1m\u00ed YouTube\u0159i mohou b\u00fdt nespolehliv\u00ed \u010di se prezentovat takov\u00fdmi videi, s nimi\u017e by pak firma necht\u011bla spojovat sv\u00e9 jm\u00e9no.<\/p>\n

Reklama ve vloz\u00edch na YouTube by m\u011bla b\u00fdt p\u0159edev\u0161\u00edm p\u0159irozen\u00e1, nen\u00e1siln\u00e1 a m\u011bla by dob\u0159e zapadat do stylu, kter\u00fd dan\u00fd YouTuber dlouhodob\u011b raz\u00ed: „Kdyby nap\u0159\u00edklad YouTuber uzav\u0159el kontakt s v\u00fdrobcem marmel\u00e1d a zni\u010dehonic by prohl\u00e1sil, \u017ee je pr\u00e1v\u011b tahle marmel\u00e1da skv\u011bl\u00e1, jeho fanou\u0161ci snadno odhal\u00ed placen\u00fd obsah, doporu\u010den\u00ed mu h\u016f\u0159e uv\u011b\u0159\u00ed a mo\u017en\u00e1 by t\u00edm ztratil i n\u011bkter\u00e9 fanou\u0161ky,“ poznamenal Johny. Pokud by v\u0161ak ve vide\u00edch YouTuber dlouhodob\u011b sn\u00eddal nap\u0159\u00edklad meru\u0148kovou marmel\u00e1du a po n\u011bjak\u00e9 dob\u011b by podotknul, \u017ee jeho obl\u00edben\u00e1 firma ozn\u00e1mila novou bor\u016fvkovou, byla by takov\u00e1 reklama logick\u00fdm vy\u00fast\u011bn\u00edm v\u011bc\u00ed.<\/p>\n

Debata o promovan\u00fdch produktech n\u00e1s p\u0159ivedla na my\u0161lenku, zda vlastn\u011b existuje takov\u00fd v\u00fdrobek \u010di slu\u017eba, kter\u00e1 je pro podobnou reklamu na YouTube vylo\u017een\u011b nevhodn\u00e1. Dovedeme si vcelku \u017eiv\u011b p\u0159edstavit, jak YouTuber ve sv\u00e9m videu p\u0159irozen\u011b chv\u00e1l\u00ed nap\u0159\u00edklad i bankovn\u00ed konto nebo leteckou spole\u010dnost<\/strong>. Ka\u017ed\u00fd p\u0159eci, YouTubery nevyj\u00edmaje, chce cestovat levn\u011b s vysok\u00fdm komfortem nebo m\u00edt bankovn\u00ed konto bez zbyte\u010dn\u00fdch poplatk\u016f.<\/p>\n

Cenn\u00fdm v\u00fdstupem, kter\u00fd Johny a Mat\u011bj v\u0161t\u00edpili n\u00e1m i na\u0161im klient\u016fm, je v\u00fdznamnost dlouhodob\u00e9 spolupr\u00e1ce firmy s YouTuberem a um\u011bn\u00ed si pr\u00e1ce YouTubera v\u00e1\u017eit. Spolupr\u00e1ce, ve kter\u00e9 je dan\u00fd YouTuber „pouze“ dotov\u00e1n produkty a pravideln\u00fdm finan\u010dn\u00edm obnosem, za\u010dne b\u00fdt dost mo\u017en\u00e1 brzy nedostate\u010dn\u00e1. Za myln\u00fd pak lze pova\u017eovat n\u00e1zor, \u017ee by se firma m\u011bla spojovat pr\u00e1v\u011b s jedn\u00edm YouTuberem. Je toti\u017e chybou uva\u017eovat o YouTube jako o jednom velk\u00e9m nesegmentovan\u00e9m trhu. Jednotliv\u00ed YouTube\u0159i maj\u00ed svoje niky, sleduj\u00ed je r\u016fzn\u00e9 vzorky lid\u00ed, a\u0165 u\u017e se jedn\u00e1 o fanou\u0161ky m\u00f3dy, l\u00ed\u010den\u00ed, hudby nebo po\u010d\u00edta\u010dov\u00fdch her. A ka\u017edou takovou niku lze zas\u00e1hnout r\u016fzn\u00fdmi zp\u016fsoby<\/strong>.<\/p>\n

\"machete1\"<\/a><\/p>\n

P\u0159\u00edjemn\u00e9 posezen\u00ed nad zaj\u00edmav\u00fdmi t\u00e9maty n\u00e1s vyzvalo k zamy\u0161len\u00ed, zda by to n\u00e1hodou nem\u011bly b\u00fdt samy firmy, kter\u00e9 by se m\u011bly sna\u017eit vychov\u00e1vat sv\u00e9 vlastn\u00ed „internetov\u00e9“ celebrity. Tak jako hokejov\u00e9 kluby investuj\u00ed do talent\u016f na draftu, zda by i firmy nem\u011bly vyhled\u00e1vat mal\u00e9 internetov\u00e9 hv\u011bzdi\u010dky a pom\u00e1hat jim finan\u010dn\u011b i prostorem v dal\u0161\u00edm r\u016fstu.<\/p>\n

Johny Machette po n\u00e1v\u0161t\u011bv\u011b u n\u00e1s napsal na sv\u016fj Instagram<\/a><\/span>, \u017ee se s n\u00e1mi bavil o tom „pro\u010d jsou YouTube\u0159i dob\u0159\u00ed“. A my ru\u010d\u00edme za to, \u017ee pro firmy dob\u0159\u00ed doopravdy jsou. Je zapot\u0159eb\u00ed se neb\u00e1t vstoupit do nezn\u00e1m\u00fdch vod, pochopit, \u017ee YouTube\u0159i nejsou u\u017e jen komici bez n\u00e1zor\u016f, a za\u010d\u00edt jejich pr\u00e1ci br\u00e1t v\u00e1\u017en\u011b. \u010c\u00edm d\u0159\u00edve toti\u017e firmy pochop\u00ed jejich s\u00edlu, d\u016fv\u011bru, kterou ke sv\u00fdm internetov\u00fdm celebrit\u00e1m maj\u00ed jejich fanou\u0161ci, t\u00edm d\u0159\u00edve maj\u00ed mo\u017enost usp\u011bt. A nez\u00e1le\u017e\u00ed p\u0159itom, zda prod\u00e1vaj\u00ed limon\u00e1dy anebo cestovn\u00ed poji\u0161t\u011bn\u00ed. Nebojte se experimentovat. Budoucnost u\u017e je.<\/p>\n","protected":false},"excerpt":{"rendered":"

Zat\u00edmco p\u0159ed rokem se o slavn\u00fdch, nejen \u010desk\u00fdch YouTuberech hovo\u0159ilo jako o internetov\u00fdch celebrit\u00e1ch, dnes bychom se ji\u017e neb\u00e1li je nazvat celebritami bez p\u0159\u00edvlastku. Navzdory masivn\u00edmu n\u00e1r\u016fstu jejich popularity se v\u0161ak st\u00e1le jedn\u00e1 o entitu, kter\u00e9 \u0159ada firem nep\u0159ikl\u00e1d\u00e1 v\u00e1hu a ne zcela rozum\u00ed jej\u00edmu vysok\u00e9mu vlivu. A proto jsme nejen pro n\u00e1s, ale i […]<\/p>\n","protected":false},"author":1,"featured_media":538,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[8],"tags":[21,86,99],"class_list":["post-526","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-akvarko","tag-celebrita","tag-socialni-site","tag-youtube","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/526","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=526"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/526\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/538"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=526"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=526"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=526"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}