{"id":880,"date":"2016-04-19T13:04:19","date_gmt":"2016-04-19T12:04:19","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=880"},"modified":"2016-04-19T13:04:19","modified_gmt":"2016-04-19T12:04:19","slug":"x-y-challenge","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2016\/04\/19\/x-y-challenge\/","title":{"rendered":"X&#8230; Y&#8230; Challenge!"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Reklama na Facebooku je bezesporu efektivn\u00ed a nab\u00edz\u00ed velmi sofistikovan\u00e9 c\u00edlen\u00ed. Co kdy\u017e to ale u\u017e brzy nebude sta\u010dit?\u00a0V internetov\u00e9m prost\u0159ed\u00ed se nyn\u00ed setk\u00e1vaj\u00ed t\u0159i po sob\u011b jdouc\u00ed generace, ozna\u010dovan\u00e9 jako X, Y a Z. Zat\u00edmco ty prvn\u00ed dv\u011b tvo\u0159\u00ed sou\u010dasnou ekonomicky aktivn\u00ed populaci a internet pova\u017euj\u00ed za zdroj informac\u00ed a komunika\u010dn\u00ed n\u00e1stroj, ta posledn\u00ed, kter\u00e1 jim \u0161lape na paty se na internetu skoro narodila. Internet je pro n\u011b plnohodnotn\u00fd sv\u011bt, kam se p\u0159esouv\u00e1 krom\u011b komunikace i ka\u017edodenn\u00ed z\u00e1bava. A pr\u00e1v\u011b tuto generaci cht\u011bj\u00ed nyn\u00ed \u00a0zas\u00e1hnout firmy a prod\u00e1vat jim sv\u00e9 v\u00fdrobky. Budou ale v\u011bd\u011bt jak na to?\u00a0<\/span><\/p>\n<p style=\"text-align: justify;\"><!--more--><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Genera\u010dn\u00ed propasti jsou nyn\u00ed v\u011bt\u0161\u00ed, ne\u017e kdykoliv v minulosti. To, co bylo p\u0159ed p\u011bti lety neplat\u00ed a porozum\u011bt lidem o pouh\u00fdch p\u011bt let let mlad\u0161\u00edm je pro mnoh\u00e9 \u00fapln\u00fd kontakt s mimozem\u0161\u0165any. <strong>Dne\u0161n\u00ed mlad\u00ed lid\u00e9 maj\u00ed zvl\u00e1\u0161tn\u00ed idoly a \u201crole-models\u201d, <\/strong>nejsou n\u00e1zorov\u011b st\u00e1l\u00ed ani v kr\u00e1tk\u00e9m horizontu a \u010dasto maj\u00ed sv\u00e9 n\u00e1zory velmi p\u00f3lovan\u00e9. <strong>Milovat, nebo nesn\u00e1\u0161et<\/strong> &#8211; nic mezi t\u00edm. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Pro firmy to bude znamenat ohromn\u00fd tlak na sd\u00edlen\u00fd obsah a maxim\u00e1ln\u00ed cit pro sv\u00e9 publikum. Sta\u010d\u00ed neodhadnout reakci a ta potom m\u016f\u017ee p\u0159ipom\u00ednat \u0161t\u011bpen\u00ed atomu. Z love-brandu je cesta do pekel ot\u00e1zkou n\u011bkolika dn\u00ed.<\/span><\/p>\n<h3 style=\"text-align: justify;\">Hrdinov\u00e9 v\u0161edn\u00edch dn\u00ed<\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Do \u010ceska tak\u00e9 s touto generac\u00ed pronikaj\u00ed nov\u00e9 sv\u011btov\u00e9 trendy, jak\u00fdm jsou i Youtube\u0159i &#8211; lid\u00e9, kte\u0159\u00ed tvo\u0159\u00ed \u201cpo\u0159ady\u201d, nebo p\u0159esn\u011bji videoblogy pro tento kan\u00e1l a u\u017e dnes, po relativn\u011b kr\u00e1tk\u00e9 dob\u011b m\u00e1me prvn\u00edch n\u011bkolik des\u00edtek lid\u00ed, kte\u0159\u00ed se sv\u00fdm po\u010d\u00edn\u00e1n\u00edm u\u017eiv\u00ed.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Fenom\u00e9n Youtubu je ale velmi t\u011b\u017eko uchopiteln\u00fd. Ti, co jsou dnes na \u0161pici, si svou p\u0159\u00ed\u010dku vydobyli \u010destn\u011b a pr\u00e1vem. Jejich fanou\u0161kov\u00e9 je sleduj\u00ed dobrovoln\u011b, po\u010det fanou\u0161k\u016f se zv\u011bt\u0161uje organicky a pokusy o v\u00fdrazn\u00e9 (neuv\u00e1\u017een\u00e9) napojen\u00ed na brand kon\u010d\u00ed velmi \u010dasto fiaskem. To hlavn\u00ed je toti\u017e <strong>autenticita<\/strong> a ta se p\u0159i komercializaci okam\u017eit\u011b ztr\u00e1c\u00ed. P\u0159itom se zde nebav\u00edme o velk\u00fdch osobnostech. Jsou to oby\u010dejn\u00ed kluci a holky, kte\u0159\u00ed ne\u0159\u00edkaj\u00ed \u017e\u00e1dn\u00e9 \u00fachvatn\u00e9 a mnohdy ani zaj\u00edmav\u00e9 v\u011bci. P\u0159esto se daj\u00ed ozna\u010dit za opinion-leadry generace Z. <\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Fatty vs M\u00e1ma (sest\u0159ih)\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/lZIVBmvZydc?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<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><br \/>\n<em>Nab\u00edz\u00ed se ot\u00e1zka, co bude potom &#8211; kdy\u017e publikum i youtuber vyroste. Zm\u011bn\u00ed se jen nab\u00edzen\u00fd obsah, nebo prost\u011b jedna vlna skon\u010d\u00ed, aby j\u00ed nahradila mlad\u00e1 tv\u00e1\u0159? <\/em><\/span><\/p>\n<h3 style=\"text-align: justify;\">Rozpohybujte svoje reklamy<\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">A\u0165 u\u017e jedno, nebo druh\u00e9, je na n\u00e1s &#8211; social media specialistech, abychom v\u00fdvoj sledovali a pokud mo\u017eno p\u0159edv\u00eddali, proto\u017ee ten, kdo dok\u00e1\u017ee Generaci Z zaujmout, bude m\u00edt navrch.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">S ur\u010ditost\u00ed m\u016f\u017eeme \u0159\u00edci, \u017ee minim\u00e1ln\u011b p\u00e1r p\u0159\u00ed\u0161t\u00edch let bude pat\u0159it <strong>vide\u00edm<\/strong>. Jak jsme ji\u017e psali v jednom star\u0161\u00edm <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.socialsharks.cz\/blog\/novinky-ve-facebook-videu\/\">blogu<\/a><\/span>, Facebook se velmi usilovn\u011b sna\u017e\u00ed v\u00edce a v\u00edce optimalizovat sv\u00e9 prost\u0159ed\u00ed, aby bylo maxim\u00e1ln\u011b video-friendly. Tomu p\u0159isp\u00edv\u00e1 automatick\u00e9 p\u0159ehr\u00e1v\u00e1n\u00ed vide\u00ed na Timeline, tak\u00e9 lep\u0161\u00ed mo\u017enosti organizace vide\u00ed a nakonec i slu\u0161n\u00e1 m\u011b\u0159itelnost jejich v\u00fdkonu. <\/span><\/p>\n<p style=\"text-align: justify;\"><strong>Na\u0161e challenge bude spo\u010d\u00edvat v n\u011bkolika kroc\u00edch:<\/strong><\/p>\n<ol style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sledovat trendy, pochopit, jak mlad\u00ed mysl\u00ed a co je v online prost\u0159ed\u00ed zaj\u00edm\u00e1. Jeliko\u017e se toto m\u016f\u017ee m\u011bnit ka\u017ed\u00fd t\u00fdden, je pot\u0159eba i trendy um\u011bt p\u0159edv\u00eddat.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Analyzovat prvky obsahu, kter\u00e9 na c\u00edlovou skupinu funguj\u00ed a vytvo\u0159it z nich manu\u00e1l pro komunikaci.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Vytvo\u0159it video-obsah, kter\u00fd bude vyhovovat zji\u0161t\u011bn\u00edm a d\u016fkladn\u011b jej testovat. Nen\u00ed mo\u017en\u00e9 \u010dekat, a\u017e bude video-obsah nutnost. Je pot\u0159eba b\u00fdt t\u00edm, kdo t\u00e1hne. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Upravit tone of voice. Zna\u010dka nem\u016f\u017ee b\u00fdt autorita. Mus\u00ed fanou\u0161ky poslouchat a b\u00fdt personalizovan\u00e1 sp\u00ed\u0161e do podoby kamar\u00e1da, kter\u00fd jim rozum\u00ed. S t\u00edm se poj\u00ed i maxim\u00e1ln\u00ed response rate na str\u00e1nk\u00e1ch. Sta\u010d\u00ed se pod\u00edvat na na\u0161eho klienta &#8211; <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"https:\/\/www.facebook.com\/bigshock.cz\">BigShock!<\/a><\/span>, kde se toto velmi dob\u0159e da\u0159\u00ed.\u00a0<\/span><\/li>\n<\/ol>\n<h3 style=\"text-align: justify;\"><strong>D\u00edky, Charlie&#8230;<\/strong><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Na stran\u011b samotn\u00fdch zna\u010dek se toto v\u0161echno m\u016f\u017ee projevit v kr\u00e1tk\u00e9 dob\u011b negativn\u011b, kv\u016fli nutnosti nav\u00fd\u0161en\u00ed rozpo\u010dtu, nebo\u0165 i samotn\u00fd video-obsah s sebou nese vy\u0161\u0161\u00ed n\u00e1klady na produkci a je velmi pravd\u011bpodobn\u00e9, \u017ee pro spoustu klient\u016f to bude rozhoduj\u00edc\u00ed argument. Charles Bukowski ale kdysi napsal v\u011btu, kter\u00e1 m\u00e1 v marketingu a byznysu univerz\u00e1ln\u00ed platnost: <\/span><\/p>\n<blockquote>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">\u201cSv\u011bt pat\u0159\u00ed t\u011bm, co se nepos*rou.\u201d<\/span><\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Reklama na Facebooku je bezesporu efektivn\u00ed a nab\u00edz\u00ed velmi sofistikovan\u00e9 c\u00edlen\u00ed. Co kdy\u017e to ale u\u017e brzy nebude sta\u010dit?\u00a0V internetov\u00e9m prost\u0159ed\u00ed se nyn\u00ed setk\u00e1vaj\u00ed t\u0159i po sob\u011b jdouc\u00ed generace, ozna\u010dovan\u00e9 jako X, Y a Z. Zat\u00edmco ty prvn\u00ed dv\u011b tvo\u0159\u00ed sou\u010dasnou ekonomicky aktivn\u00ed populaci a internet pova\u017euj\u00ed za zdroj informac\u00ed a komunika\u010dn\u00ed n\u00e1stroj, ta posledn\u00ed, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":893,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-880","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-inspirace","post_format-post-format-gallery"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/880","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=880"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/880\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/893"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=880"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=880"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=880"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}