{"id":1282,"date":"2016-01-06T08:34:31","date_gmt":"2016-01-06T08:34:31","guid":{"rendered":"https:\/?p=1282"},"modified":"2016-01-06T08:34:31","modified_gmt":"2016-01-06T08:34:31","slug":"navonena-zdechlina-3-0","status":"publish","type":"post","link":"https:\/\/jandufek.cz\/en\/2016\/01\/06\/navonena-zdechlina-3-0\/","title":{"rendered":"Navon\u011bn\u00e1 zdechlina 3.0 ?"},"content":{"rendered":"
[tohle je re-post z webu adhackers.cz<\/a>, pro kter\u00fd byl tento text p\u016fvodn\u011b napsan\u00fd]<\/strong><\/pre>\n
Motto: „Ka\u017edej p\u0159\u00edb\u011bh je pravda, dokud se neuk\u00e1\u017ee, \u017ee je to le\u017e.“ *<\/em><\/p>\n
Motto2: „Nebu\u010fte kret\u00e9ni!“ **<\/em><\/p><\/blockquote>\n
T\u0159i\u00a0zastaven\u00ed nad reklamou nov\u00e9ho v\u011bku.<\/p>\n
1. Dotkni se davu.<\/b><\/p>\n
Sed\u00edm na workshopu\u00a0Mindscapes<\/a>\u00a0a pozoruju p\u0159ehl\u00eddku kampan\u00ed, kter\u00e9 v duchu hesla „Create a movement“ m\u00edsto kobercov\u00e9ho bombardov\u00e1n\u00ed koncov\u00fdch u\u017eivatel\u016f, pou\u017eily jinou cestu. Vt\u00e1hly lidi do d\u011bje. Probudily v nich z\u00e1jem o t\u00e9ma, vyburcovaly jednotlivce nebo skupiny, aby se vyj\u00e1d\u0159ili, promluvili, povstali, spojili s\u00edly za spole\u010dnou v\u011bc.. A od t\u00e9 spole\u010dn\u00e9 v\u011bci vede mal\u00e1 cesti\u010dka k c\u00edli. K produktu. Ke slu\u017eb\u011b. Zkr\u00e1tka tam, kam chce klient. A d\u00e1l u\u017e to zn\u00e1me. Je to skv\u011bl\u00fd.<\/p>\n
Kdo by mohl pop\u0159\u00edt, \u017ee\u00a0rozv\u00ed\u0159en\u00ed debaty o postaven\u00ed \u017een<\/a>\u00a0v Indii je pozitivn\u00ed?<\/p>\n
Kdo by mohl neuznat, \u017ee\u00a0zvednout sebev\u011bdom\u00ed Rumun\u016fm<\/a>\u00a0nen\u00ed pro jejich dobro?<\/p>\n
Asi nikdo.<\/p>\n
Ale p\u0159esto se vkr\u00e1d\u00e1 podvratn\u00e1 my\u0161lenka: To \u010demu se \u0159\u00edk\u00e1 Reklama 3.0 stav\u00ed prim\u00e1rn\u011b na faktu, \u017ee t\u00e9m\u011b\u0159 ka\u017ed\u00fd z n\u00e1s m\u016f\u017ee sd\u00edlet informace mezi relativn\u011b velk\u00fd po\u010det dal\u0161\u00edch lid\u00ed. D\u00edky tomu m\u016f\u017eeme stav\u011bt celkem lacin\u00e9 kampan\u011b, kter\u00e9 spoj\u00ed lidi a ti efektivn\u011b \u0161\u00ed\u0159\u00ed to, co pot\u0159ebujeme. Ale aktivizace davu p\u0159ece nemus\u00ed m\u00edt je pozitivn\u00ed n\u00e1dech. V principech R3.0 p\u0159ece nikde nen\u00ed automaticky zak\u00f3dovan\u00e9 „dobro“. Nem\u016f\u017eeme se do\u010dkat kampan\u00ed, kter\u00e9 budou burcovat lidi k agresi? K nen\u00e1visti?<\/p>\n
2. Moucha na produktu.<\/b><\/p>\n
Sed\u00edm na pohovce a poslouch\u00e1m Yonathana Dominitze, jak odpov\u00edd\u00e1 na mou ot\u00e1zku, jestli nehroz\u00ed, \u017ee „pozitivn\u00ed“ kampan\u011b budou propagovat negativn\u00ed v\u011bci. Odpov\u00edd\u00e1, \u017ee teoreticky ano, ale \u017ee v\u011b\u0159\u00ed v to, \u017ee lid\u00e9 rozpoznaj\u00ed dobro, budou dobro sd\u00edlet a pokud se sp\u00e1l\u00ed pou\u010d\u00ed se. A j\u00e1 v tom zase hled\u00e1m mouchu. Te\u010f sed\u00ed na produktu. Bzzzzzzz. Bzu\u010d\u00ed.<\/p>\n
Nen\u00ed to sp\u00ed\u0161 tak, \u017ee „produkt“ je vlastn\u011b lhostejn\u00fd a nez\u00e1visle na jeho kvalit\u011b, efektu na lidi a vedlej\u0161\u00edch efektech mu prost\u011b d\u011bl\u00e1me dobrou reklamu? Jen trochu jin\u00fdmi n\u00e1stroji? Vra\u0165me se k op\u011bvovan\u00e9 kampani na ty\u010dinku\u00a0ROM<\/a>. Na p\u00e1r m\u011bs\u00edc\u016f se rozv\u00ed\u0159ilo pov\u011bdom\u00ed o n\u00edzk\u00e9m sebev\u011bdom\u00ed Rumun\u016f, zvedly se prodeje „n\u00e1rodn\u00ed cukrovinky“ a za rok je v\u0161echno zp\u00e1tky ve star\u00fdch kolej\u00edch.<\/p>\n
Tedy:<\/p>\n
Efekt 1<\/i>: v\u00fdrobce v\u00edc vyd\u011blal<\/p>\n
Efekt 2<\/i>: Rumuni sn\u011bdli v\u00edc cukru.<\/p>\n
3. \u0160kv\u00e1rov\u00fd h\u0159i\u0161t\u011b<\/b><\/p>\n
Proj\u00ed\u017ed\u00edm na youtube prezentace kampan\u00ed, kter\u00e9 by se daly str\u010dit do \u0161upl\u00edku R3.0. A jedna v\u011bc je prost\u011b skv\u011bl\u00e1. Bo\u017e\u00ed. \u010c\u00edsla v z\u00e1v\u011bru. Po\u010det media impres\u00ed v p\u0159epo\u010dtu na kvadriliony dolar\u016f, po\u010det zobrazen\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch v p\u0159epo\u010dtu na dolary, yeny, marky nebo din\u00e1ry. P\u0159epo\u010det p\u0159epo\u010dtu v p\u0159epo\u010dtu na p\u0159epo\u010det. \u010c\u00edsla. Velk\u00e1. A znamenaj\u00ed jejidn\u00e9. Pen\u00edze.<\/p>\n
Kdy\u017e se tyhle kampan\u011b chlubiv\u011b ukazuj\u00ed, ne\u0159\u00edk\u00e1 se\u00a0„pomohli jsme X lidem“<\/i>, ale\u00a0„u\u0161et\u0159ili jsme Y dolar\u016f a z\u00edskali dal\u0161\u00edch Yx10 zp\u00e1tky“<\/i>. Ten hodnot\u00edc\u00ed prvek se nezm\u011bnil. M\u016f\u017eeme nainstalovat kteroukoli star\u0161\u00ed verzi Reklamy a bude to po\u0159\u00e1d stejn\u00fd. Tak\u017ee abychom zm\u011b\u0159ili pozitivn\u00ed v\u00fdsledek reklamn\u00edho\u00a0sna\u017een\u00ed, stejn\u011b nakonec vyt\u00e1hneme kalkula\u010dku a spo\u010d\u00edt\u00e1me kolik pen\u011bz se p\u0159esunulo z jedn\u00e9 pen\u011b\u017eenky do druh\u00e9.<\/p>\n
\n
Tak fajn.<\/p>\n
Ale co to znamen\u00e1?<\/p>\n
\u017de je to v\u0161echno jenom dal\u0161\u00ed nafoukl\u00e1 bublina?<\/p>\n
\u00a0 \u00a0 Mo\u017en\u00e1. Ale ne nutn\u011b.<\/i><\/p>\n
\u017de si tu pod\u0159ez\u00e1v\u00e1m vlastn\u00ed v\u011btev?<\/p>\n
\u00a0 \u00a0 Ur\u010dit\u011b ne. Reklamn\u00ed sv\u011bt m\u011b \u017eiv\u00ed.<\/i><\/p>\n
Tak o co teda jde?<\/p>\n
„Forget about ads. Spark a movement instead. Brands today can\u2019t ignore the fact that the marketing landscape has radically altered in favor of movement marketing. There hasn\u2019t just been a shake-up here, there\u2019s been an earthquake.“ Scott Goodson, Forbes<\/em><\/p><\/blockquote>\n
Je b\u00e1je\u010dn\u00e9\u00a0br\u00e1t nov\u00e9 trendy v reklam\u011b jako z\u00e1ruku prosp\u011bchu pro u\u017eivatele, jako zem\u011bt\u0159esen\u00ed, kter\u00e9 v dobr\u00e9m smyslu ot\u0159ese sv\u011btem propagace.\u00a0Ale taky si mus\u00edme\u00a0uv\u011bdomit, \u017ee produkty budou po\u0159\u00e1d stejn\u00e9, stejn\u00ed budou i lid\u00e9, kte\u0159\u00ed vym\u00fd\u0161l\u00ed marketing, stejn\u00e9\u00a0jsou i c\u00edle. To zem\u011bt\u0159esen\u00ed se neodehr\u00e1v\u00e1 v z\u00e1kladech, ale v n\u00e1stroj\u00edch.\u00a0Ty maj\u00ed jin\u00fd dosah a mohou m\u00edt jin\u00e9 \u00fa\u010dinky ne\u017e d\u0159\u00edv. Aby to cel\u00e9 d\u00e1valo smysl, je pot\u0159eba si zapamatovat\u00a0p\u00e1r v\u011bc\u00ed.<\/p>\n
1\/<\/b>\u00a0To jestli cel\u00e1 mechanika „nov\u00e9ho“ marketingu bude m\u00edt pozitivn\u00ed efekt na lidi, nen\u00ed jej\u00ed p\u0159irozenou funkc\u00ed, ale je to na n\u00e1s. Na t\u011bch, kdo reklamu vym\u00fd\u0161l\u00ed. Pokud si budeme uv\u011bdomovat, \u017ee je mo\u017en\u00e9 zlep\u0161it sv\u011bt a podle toho p\u0159em\u00fd\u0161let, budeme d\u011blat dobr\u00e9 v\u011bci.<\/p>\n
2\/<\/b>\u00a0Je nutn\u00e9 si uv\u011bdomit, \u017ee jako jak\u00fdkoli jin\u00fd n\u00e1stroj, je mo\u017en\u00e9 Marketing 3.0 zneu\u017e\u00edt. Jak ve smyslu probuzen\u00ed negativn\u00edho hnut\u00ed, tak ve smyslu propagace \u010dehokoli, co jde proti n\u00e1m, lidem, jako celku. (To je samosebou hodn\u011b tenk\u00fd led, ale pr\u00e1v\u011b jsme si nasadili brusle a vyj\u00ed\u017ed\u00edme na n\u011bj, tak\u017ee bacha!)<\/p>\n
3\/<\/b>\u00a0Pot\u0159ebujeme ch\u00e1pat, \u017ee ti, kter\u00e9 do kampan\u011b zapojujeme (lid\u00e9!), jsou rovnocenn\u00ed partn\u011b\u0159i a ne jen „c\u00edlov\u00e1 skupina“.<\/p>\n
4\/<\/b>\u00a0Pot\u0159ebujeme metriku, kter\u00e1 n\u00e1m pom\u016f\u017ee ur\u010dit re\u00e1ln\u00fd efekt kampan\u00ed na ti, kte\u0159\u00ed se na nich pod\u00edl\u00ed. Um\u00edme hodnotit podle pen\u011bz, podle po\u010dtu proklik\u016f, zobrazen\u00ed, zn\u00e1me bounce rate, share a GRPy si d\u00e1v\u00e1me k sn\u00eddani. Ale zat\u00edm moc nev\u00edme o emocion\u00e1ln\u00ed odezv\u011b lid\u00ed, o tom, jak vyvolat dlouhodob\u00fd efekt, jak opravdu n\u011bco zm\u011bnit tak, aby i ta nejpozitivn\u011bj\u0161\u00ed kampa\u0148 po p\u00e1r m\u011bs\u00edc\u00edch nevy\u0161um\u011bla v mo\u0159i dal\u0161\u00edch.<\/p>\n
M\u00e1me v rukou siln\u00fd n\u00e1stroj. M\u00e1me i zodpov\u011bdnost. Nen\u00ed nov\u00e1. Jen mo\u017en\u00e1 trochu v\u011bt\u0161\u00ed. To\u0165 v\u0161e.<\/p>\n
*\u00a0Tenhle cit\u00e1t samoz\u0159ejm\u011b nikdo ne\u0159ekl. Nebo asi \u0159ekl, ale j\u00e1 o tom nic nev\u00edm. Tak\u017ee je to le\u017e. Ale to n\u00e1s nem\u016f\u017ee rozhodit, \u017eejo?<\/i><\/p>\n
**\u00a0Detective Rustin „Rust“ Cohle (tenhle cit\u00e1t se d\u00e1 prdnout\u00a0kamkoli, a kdy\u017e je v hled\u00e1\u010dku reklama, sed\u00ed v\u017edycky)<\/i><\/p>","protected":false},"excerpt":{"rendered":"
[tohle je re-post z webu adhackers.cz, pro kter\u00fd byl tento text p\u016fvodn\u011b napsan\u00fd] Motto: „Ka\u017edej p\u0159\u00edb\u011bh je pravda, dokud se neuk\u00e1\u017ee, \u017ee je to le\u017e.“ * Motto2: „Nebu\u010fte kret\u00e9ni!“ ** T\u0159i\u00a0zastaven\u00ed nad reklamou nov\u00e9ho v\u011bku. 1. Dotkni se davu. Sed\u00edm na workshopu\u00a0Mindscapes\u00a0a pozoruju p\u0159ehl\u00eddku kampan\u00ed, kter\u00e9 v duchu hesla „Create a movement“ m\u00edsto kobercov\u00e9ho bombardov\u00e1n\u00ed […]<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,15,43],"tags":[],"class_list":["post-1282","post","type-post","status-publish","format-standard","hentry","category-hlavou","category-humanita","category-janbook"],"_links":{"self":[{"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/posts\/1282","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/comments?post=1282"}],"version-history":[{"count":1,"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/posts\/1282\/revisions"}],"predecessor-version":[{"id":1283,"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/posts\/1282\/revisions\/1283"}],"wp:attachment":[{"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/media?parent=1282"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/categories?post=1282"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jandufek.cz\/en\/wp-json\/wp\/v2\/tags?post=1282"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}