{"id":692,"date":"2016-04-06T15:25:31","date_gmt":"2016-04-06T14:25:31","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=692"},"modified":"2016-04-06T15:25:31","modified_gmt":"2016-04-06T14:25:31","slug":"big-shock-na-snapchatu-kdyz-je-produkt-hrdinou","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2016\/04\/06\/big-shock-na-snapchatu-kdyz-je-produkt-hrdinou\/","title":{"rendered":"Big Shock! na Snapchatu: Kdy\u017e je produkt hrdinou"},"content":{"rendered":"<p style=\"text-align: justify\">Osobn\u00ed z\u00f3na. Pojem, jeho\u017e v\u00fdznam se v soci\u00e1ln\u00edch m\u00e9di\u00edch neust\u00e1le a dynamicky m\u011bn\u00ed. P\u0159ed p\u00e1r lety jsme se b\u00e1li, jak u\u017eivatel\u00e9 Facebooku snesou n\u00e1\u0161 sponzorovan\u00fd p\u0159\u00edsp\u011bvek v mo\u0159i status\u016f sv\u00fdch nejbli\u017e\u0161\u00edch. Loni jsme zas p\u0159em\u00fd\u0161leli, jestli reklama na Instagramu nen\u00ed u\u017e trochu moc. Rok 2016 pak jednozna\u010dn\u011b pat\u0159\u00ed Snapchatu. Zna\u010dky nap\u0159\u00ed\u010d sv\u011btem si l\u00e1mou hlavu, jak uchopit a jak zaujmout potenci\u00e1ln\u00ed z\u00e1kazn\u00edky na t\u00e9hle sv\u00e9r\u00e1zn\u00e9 mobiln\u00ed aplikaci.<\/p>\n<p style=\"text-align: justify\"><!--more--><\/p>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Kdo se boj\u00ed, nesm\u00ed na Snapchat. Zhruba tak by se dalo upravit zn\u00e1m\u00e9 r\u010den\u00ed do kontextu marketingu v soci\u00e1ln\u00edch m\u00e9di\u00edch. Obr\u00e1zkov\u00fd chat, m\u00edsto, kde si puber\u0165\u00e1ci vym\u011b\u0148uj\u00ed neslu\u0161nosti, s\u00ed\u0165, kde ve\u0161ker\u00e9 va\u0161e snahy o marketing zmiz\u00ed za t\u0159i sekundy nebo 24 hodin. Kde je moje ze\u010f s nej\u00fasp\u011b\u0161n\u011bj\u0161\u00edmi p\u0159\u00edsp\u011bvky? A kde lajky a kde srd\u00ed\u010dka? Co moje pe\u010dliv\u011b vyfoto\u0161opovan\u00e9 obr\u00e1zky? A jak to sakra cel\u00e9 reportovat lidem seshora?<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\"><strong>Koncem \u00fanora vstoupil na Snapchat i n\u00e1\u0161 klient Big Shock!<\/strong> Jakou cestou se vydal a jak\u00e9 v\u00fdsledky p\u0159inesla jeho strategie?<\/span><\/p>\n<h3 style=\"text-align: justify\"><b>Produkt hrdinou<\/b><\/h3>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Jednou z typick\u00fdch jednodu\u0161\u0161\u00edch cest, kterak vstoupit s produktem na Snapchat, je p\u0159\u00edm\u00e9 propojen\u00ed s influencerem. V\u00fdhody takov\u00e9 spolupr\u00e1ce jsou zjevn\u00e9. Potenci\u00e1ln\u00ed fanou\u0161ky lze l\u00e1kat na zn\u00e1m\u00fd obli\u010dej, kter\u00fd nav\u00edc na rozd\u00edl od s\u00fdrov\u00e9ho sendvi\u010de nebo miner\u00e1ln\u00ed vody m\u016f\u017ee promluvit. My jsme se v\u0161ak od za\u010d\u00e1tku cht\u011bli tomuto p\u0159\u00edstupu vyhnout. A to hned ze t\u0159\u00ed d\u016fvod\u016f:<\/span><\/p>\n<ol style=\"text-align: justify\">\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Ned\u011blat reklamu zn\u00e1m\u00e9mu zp\u011bv\u00e1kovi \u010di YouTuberovi, n\u00fdbr\u017e prim\u00e1rn\u011b na\u0161emu produktu.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">M\u00edt \u00faplnou kontrolu nad sd\u011blen\u00edmi, aby byly v souladu s komunikac\u00ed na Facebooku a Instagramu.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">V\u011bd\u011bt, \u017ee fanou\u0161ci na Snapchatu jsou skute\u010dn\u011b fanou\u0161ky produktu a nikoliv influencera.<\/span><\/li>\n<\/ol>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Na Snapchatu bigshockcz <strong>jsme tedy jako protagonisty obsadili energetick\u00e9 n\u00e1poje, ty\u010dinky, jogurty nebo hroznov\u00e9 cukry Big Shock!<\/strong> A pochopiteln\u011b na\u0161i kreativitu, up\u0159\u00edmnost a \u010das. Koneckonc\u016f, Snapchat je p\u0159eci o osobn\u00edm zp\u016fsobu komunikace. Vstupu do t\u00e9 nejosobn\u011bj\u0161\u00ed z\u00f3ny. Obr\u00e1zky protkan\u00e9 Photoshopem se do n\u011bj hod\u00ed je\u0161t\u011b m\u00e9n\u011b, ne\u017e t\u0159eba na Instagram.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Big Shock! na Snapchatu: Kdy\u017e je produkt hrdinou\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/r6uOHg5Ayfk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3 style=\"text-align: justify\"><b>Strategie te\u010f a tady<\/b><\/h3>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Dalo by se tedy \u0159\u00edct, \u017ee na\u0161\u00ed strategi\u00ed bylo \u017e\u00e1dnou strategii nem\u00edt. Pov\u00eddat si s fanou\u0161ky, mapovat, co moment\u00e1ln\u011b Big Shock! d\u011bl\u00e1, bavit \u010di vypr\u00e1v\u011bt mal\u00e9 p\u0159\u00edb\u011bhy. Ide\u00e1ln\u00edm p\u0159\u00edkladem strategie &#8222;te\u010f a tady&#8220; bylo kr\u00e1tkodob\u00e9 vystaven\u00ed jednoho ze \u017elut\u00fdch Trabant\u016f v\u00fdpravy Dana P\u0159ib\u00e1n\u011b v Obchodn\u00edm Centru Let\u0148any.<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Bez Snapchatu bychom se s kolegy svezli do Let\u0148an, ud\u011blali p\u011bknou fotku a pov\u011bsili ji s ozn\u00e1men\u00edm na Facebook a Instagram. <strong>Na Snapchatu jsme ale z v\u00fdstavy ud\u011blali men\u0161\u00ed p\u0159\u00edb\u011bh s p\u0159ekvapen\u00edm<\/strong>. Nejprve jsme dali v\u011bd\u011bt fanou\u0161k\u016fm, \u017ee je dnes \u010dek\u00e1 v\u00fdlet. Mapovali jsme cestu metrem, slavnostn\u011b dorazili do n\u00e1kupn\u00edho centra. Uk\u00e1zali cestu k Trabantu, celou expozici d\u016fkladn\u011b nato\u010dili, sd\u011blili, do kdy v\u00fdstava potrv\u00e1. A na cestu dom\u016f vy\u017eahli jednu limitovanou edici s motivem trabant\u00ed v\u00fdpravy.<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">V jin\u00fd den jsme zase ne\u0161li sp\u00e1t a d\u00edky Big Shocku! zhl\u00e9dli a n\u00e1le\u017eit\u011b mapovali ceremoni\u00e1l p\u0159ed\u00e1v\u00e1n\u00ed Oscar\u016f. Hr\u00e1li si s produktem, vyu\u017eili k dobru sn\u011bhovou kalamitu, pov\u00eddali si s fanou\u0161ky o po\u010d\u00edta\u010dov\u00fdch hr\u00e1ch nebo prost\u011b jen radili, jak\u00fd n\u00e1poj si d\u00e1t p\u0159ed p\u00e1te\u010dn\u00ed akc\u00ed. Snapchat = aktu\u00e1lnost a bezprost\u0159ednost. Napl\u00e1novan\u00e9 p\u0159\u00edsp\u011bvky tu pozb\u00fdvaj\u00ed smyslu.<\/span><\/p>\n<h3 style=\"text-align: justify\"><b>Na stejn\u00e9 \u00farovni s fanou\u0161ky<\/b><\/h3>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Na\u0161e pr\u00e1ce ale rozhodn\u011b nekon\u010dila vystaven\u00edm p\u0159\u00edb\u011bh\u016f v My Stories. Stejn\u011b jako na Facebooku a Instagramu jsme i na Snapchatu cht\u011bli <strong>interagovat a pov\u00eddat si s fanou\u0161ky<\/strong>. Na relevantn\u00ed soukrom\u00e9 zpr\u00e1vy, kter\u00e9 byly ur\u010den\u00e9 jen a pouze Big Shocku!, jsme origin\u00e1ln\u011b odpov\u00eddali. Krom\u011b ohromn\u00e9ho mno\u017estv\u00ed p\u0159ijat\u00fdch a odeslan\u00fdch fotek jsme z\u00edskali i v\u00edtan\u00fd vhled do ka\u017edodenn\u00edho \u017eivota fanou\u0161k\u016f. Co d\u011blaj\u00ed o v\u00edkendu? Jak\u00fd humor je jim vlastn\u00ed? Kdy a kter\u00e9 varianty Big Shocku nejrad\u011bji pij\u00ed?<\/span><\/p>\n<p style=\"text-align: justify\"><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/Snapchat-Caseka-n%C3%A1hledovky-5.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-753\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/Snapchat-Caseka-n%C3%A1hledovky-5.png\" alt=\"Snapchat Caseka n\u00e1hledovky 5\" width=\"720\" height=\"350\" \/><\/a><\/p>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">\u010casto si pak u\u017eivatel\u00e9, jim\u017e jsme soukrom\u011b odepsali, vyfotili na\u0161i odpov\u011b\u010f. Zat\u00edmco na Facebooku je odpov\u00edd\u00e1n\u00ed od zna\u010dky ji\u017e obvykl\u00fdm jevem, osobn\u00ed reakce na Snapchatu je st\u00e1le vz\u00e1cn\u00fd \u00falovek. A takov\u00fd screenshot a n\u00e1sledn\u00e9 chluben\u00ed se kamar\u00e1d\u016fm, tak m\u016f\u017eeme ch\u00e1pat jako ekvivalent Facebookov\u00e9ho sd\u00edlen\u00ed.<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\"><strong>Co je vlastn\u011b na Snapchatu metrikou \u00fasp\u011bchu?<\/strong> Po\u010det fanou\u0161k\u016f, kte\u0159\u00ed maj\u00ed Big Shock! mezi sv\u00fdmi p\u0159\u00e1teli? Nebo po\u010det fanou\u0161k\u016f, kte\u0159\u00ed zhl\u00e9dli p\u0159\u00edsp\u011bvek v My Stories? Jsme pro oboj\u00ed! A zvl\u00e1\u0161t\u011b po\u010dtu zhl\u00e9dnut\u00ed lze p\u0159ilo\u017eit mnohem v\u011bt\u0161\u00ed v\u00e1hu, ne\u017e ekvivalentu na Facebooku \u010di Instagramu. Tenhle p\u0159\u00edsp\u011bvek toti\u017e u\u017eivatel pouze nep\u0159elet\u011bl pohledem. Na n\u011bkolik vte\u0159in jsme si z\u00edskali jeho pozornost jen a jen pro sebe. A to se po\u010d\u00edt\u00e1!<\/span><\/p>\n<h4 style=\"text-align: justify\"><b>A jak\u00fdch v\u00fdsledk\u016f jsme dos\u00e1hli?<\/b><\/h4>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Za pouh\u00fdch dvacet dn\u00ed\u00a0existence Snapchatu bigshockcz jsme nabyli t\u011bchto v\u00fdsledk\u016f:<\/span><\/p>\n<ul style=\"text-align: justify\">\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">2895 fanou\u0161k\u016f si p\u0159idalo Big Shock! mezi sv\u00e9 p\u0159\u00e1tele,<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">828 p\u0159ijat\u00fdch soukrom\u00fdch obr\u00e1zk\u016f \u010di vide\u00ed,<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">310 odeslan\u00fdch soukrom\u00fdch obr\u00e1zk\u016f \u010di vide\u00ed,<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">58 chat\u016f,<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">75 odeslan\u00fdch obr\u00e1zk\u016f \u010di vide\u00ed do My Stories,<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">2108 &#8211; \u00a0rekord v po\u010dtu fanou\u0161k\u016f, kte\u0159\u00ed zhl\u00e9dli n\u00e1\u0161 p\u0159\u00edsp\u011bvek v My Stories.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify\"><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/Snapchat-Caseka-n%C3%A1hledovka-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-750\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2016\/04\/Snapchat-Caseka-n%C3%A1hledovka-2.png\" alt=\"Snapchat Caseka n\u00e1hledovka 2\" width=\"720\" height=\"350\" \/><\/a><\/p>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">V \u010dem tedy za n\u00e1s tkv\u00ed esence Snapchatu? P\u0159edev\u0161\u00edm ve zm\u011bn\u011b my\u0161len\u00ed market\u00e9ra. Toto m\u00e9dium nen\u00ed v\u00fdstavkou va\u0161\u00ed profesion\u00e1ln\u00ed pr\u00e1ce. Nikdo se tu nebude kochat fotografiemi, co jste tak pracn\u011b d\u00e1vali dohromady loni p\u0159ed V\u00e1noci. Tkv\u00ed v aktu\u00e1lnosti, jednoduchosti sd\u011blen\u00ed a z\u00e1bav\u011b. A p\u0159\u00edm\u00e1 komunikace s fanou\u0161ky se vyva\u017euje zlatem.<\/span><\/p>\n<p style=\"text-align: justify\"><span style=\"font-weight: 400\">Pokud chcete se zna\u010dkou vstoupit na Snapchat a vyu\u017e\u00edt naplno jeho potenci\u00e1lu, p\u0159ipravte se na <\/span><b>ohromnou \u010dasovou investici<\/b><span style=\"font-weight: 400\">. Komunikace na Snapchatu je nesrovnateln\u011b \u010dasov\u011b n\u00e1ro\u010dn\u011bj\u0161\u00ed ne\u017e na jin\u00fdch soci\u00e1ln\u00edch s\u00edt\u00edch. A to nejen kv\u016fli nutnosti neust\u00e1le n\u011bco fotit \u010di nat\u00e1\u010det, ale i pro zna\u010dn\u011b nehostinn\u00e9 u\u017eivatelsk\u00e9 prost\u0159ed\u00ed. Profesion\u00e1ln\u011b veden\u00fd Snapchat se rovn\u00e1 pr\u00e1ci na pln\u00fd \u00favazek pro jednoho social media exekutivce. D\u016fkladn\u00e1 pr\u00e1ce tu ale nos\u00ed ovoce. A to nejen prost\u0159ednictv\u00edm po\u010dtu fanou\u0161k\u016f \u010di zhl\u00e9dnut\u00ed snap\u016f, ale nezanedbateln\u00e9mu vta\u017een\u00ed do \u017eivota va\u0161\u00ed c\u00edlovky.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Osobn\u00ed z\u00f3na. Pojem, jeho\u017e v\u00fdznam se v soci\u00e1ln\u00edch m\u00e9di\u00edch neust\u00e1le a dynamicky m\u011bn\u00ed. P\u0159ed p\u00e1r lety jsme se b\u00e1li, jak u\u017eivatel\u00e9 Facebooku snesou n\u00e1\u0161 sponzorovan\u00fd p\u0159\u00edsp\u011bvek v mo\u0159i status\u016f sv\u00fdch nejbli\u017e\u0161\u00edch. Loni jsme zas p\u0159em\u00fd\u0161leli, jestli reklama na Instagramu nen\u00ed u\u017e trochu moc. Rok 2016 pak jednozna\u010dn\u011b pat\u0159\u00ed Snapchatu. Zna\u010dky nap\u0159\u00ed\u010d sv\u011btem si l\u00e1mou hlavu, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":767,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-692","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-novinky","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/692","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=692"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/692\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/767"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=692"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=692"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=692"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}