{"id":1570,"date":"2012-08-22T13:16:54","date_gmt":"2012-08-22T13:16:54","guid":{"rendered":"http:\/\/blog.igloonet.cz\/?p=1570"},"modified":"2014-08-11T20:23:04","modified_gmt":"2014-08-11T18:23:04","slug":"rozhovor-brian-carter-1-cast","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/rozhovor-brian-carter-1-cast\/","title":{"rendered":"Rozhovor: Brian Carter - 1. \u010d\u00e1st"},"content":{"rendered":"
<\/div>\n

Dlouhodob\u011b nehled\u00e1me inspiraci a zku\u0161enosti jenom v \u010cR, ale zaj\u00edm\u00e1me se o obsah ze zahrani\u010d\u00ed, nav\u0161t\u011bvujeme zahrani\u010dn\u00ed konference a komunikujeme s marke\u0165\u00e1ky z Brit\u00e1nie, USA i dal\u0161\u00edch zem\u00ed. Napadlo n\u00e1s, \u017ee by nebylo \u0161patn\u00e9, inspiraci a zaj\u00edmav\u00e9 n\u00e1zory \u0161\u00ed\u0159it d\u00e1le, t\u0159eba formou rozhovor\u016f se zaj\u00edmav\u00fdmi zahrani\u010dn\u00edmi lidmi z oboru. A za\u010dneme p\u011bkn\u011b zostra, hned prvn\u00edm zpov\u00eddan\u00fdm je Brian Carter<\/a>, sv\u011btov\u011b uzn\u00e1van\u00fd expert na online marketing, p\u0159isp\u011bvatel na Mashable<\/a>, Search Engine Journal<\/a> a n\u011bkolik dal\u0161\u00edch str\u00e1nek, autor knihy The Facebook Marketing<\/a>, speaker a mnoho dal\u0161\u00edho.<\/em><\/p>\n

\"(Zdroj:<\/p>\n

<\/p>\n

Za\u010dn\u011bme s jednodu\u0161\u0161\u00edmi ot\u00e1zkami, m\u016f\u017eete n\u00e1m d\u00e1t p\u0159\u00edklady opravdu skv\u011bl\u00e9ho marketingu na soci\u00e1ln\u00edch s\u00edt\u00edch?<\/strong><\/p>\n

Nechci vypadat jako pr\u00e1vn\u00edk, ale jsou v tom rozd\u00edly. Pokud to berete podle rentability, napsal jsem o tom asi p\u0159ed rokem \u010dl\u00e1nek na Search Engine Journal. Zab\u00fdval se 3 p\u0159\u00edpadov\u00fdmi studiemi kampan\u00ed zam\u011b\u0159en\u00fdch na ROI (\u010dl\u00e1nek najdete zde<\/a>).
\nROI ale nen\u00ed v\u0161echno, j\u00e1 pr\u00e1v\u011b d\u011bl\u00e1m se Sv\u011btovou zdravotnickou organizac\u00ed na projektu Women Create Life. Sna\u017e\u00ed se zlep\u0161ovat podm\u00ednky \u017een\u00e1m po cel\u00e9m sv\u011bt\u011b a mn\u011b na tom p\u0159ijde zaj\u00edmav\u00e9, \u017ee se pokou\u0161\u00edme z\u00edskat fanou\u0161ky na Facebook str\u00e1nky ze zem\u00ed, jako je P\u00e1kist\u00e1n, Afgh\u00e1nist\u00e1n, Indie. Jsou to zem\u011b, kde je z\u00edsk\u00e1n\u00ed fanou\u0161ka pom\u011brn\u011b dost levn\u00e1 z\u00e1le\u017eitost a z\u00e1rove\u0148 je v nich pot\u0159eba hodn\u011b humanit\u00e1rn\u00ed pomoci. Da\u0159\u00ed se n\u00e1m tam tvo\u0159it velmi zaj\u00edmav\u00e9 p\u0159\u00edsp\u011bvky, kter\u00e9 z\u00edsk\u00e1vaj\u00ed spousty interakce. A to se mi l\u00edb\u00ed.
\n\u00dasp\u011bch tedy dle m\u00e9ho n\u00e1zoru z\u00e1vis\u00ed na tom, \u010deho chcete dos\u00e1hnout. Pro n\u011b jsou soci\u00e1ln\u00ed s\u00edt\u011b prost\u0159edek ke komunikaci s lidmi, tvo\u0159en\u00edm komunity a to jim pom\u00e1h\u00e1 n\u011bco zm\u011bnit.<\/p>\n

Dok\u00e1\u017eeme si p\u0159edstavit, jak d\u016fle\u017eit\u00fd marketingov\u00fd n\u00e1stroj je LinkedIn pro jednotlivce nebo headhuntery, ale co t\u0159eba firmy?<\/strong><\/p>\n

LinkedIn m\u00e1 firemn\u00ed verzi profilu a \u00fa\u010dtu, stejn\u011b jako m\u00e1 Facebook, tak\u00e9 tam m\u016f\u017eete tvo\u0159it sv\u00e9 vlastn\u00ed skupiny, tak\u017ee rozhodn\u011b m\u00e1 v\u00fdznam z hlediska content marketingu<\/a> (marketing obsahu, pozn. p\u0159ekl.).
\nJako market\u00e9\u0159i tedy m\u016f\u017eete tvo\u0159it obsah, kter\u00fd dok\u00e1\u017ee p\u0159esv\u011bd\u010dit potenci\u00e1ln\u00ed z\u00e1kazn\u00edky p\u0159edt\u00edm, ne\u017e si p\u016fjdou promluvit o konkr\u00e9tn\u00ed zak\u00e1zce. Content marketing tvo\u0159\u00ed velkou \u010d\u00e1st vyu\u017eit\u00ed LinkedInu. Hodn\u011b firem se k tomuto kroku za\u010d\u00edn\u00e1 ub\u00edrat a zp\u016fsobuje to zaj\u00edmavou v\u011bc - ze zna\u010dek vznikaj\u00ed auto\u0159i. Kdysi b\u00fdvalo jen p\u00e1r zdroj\u016f informac\u00ed, jen p\u00e1r zdroj\u016f novinek. Ale te\u010f s rozvojem internetu je tu mnohem v\u00edc zdroj\u016f, blog\u016f\u2026 a n\u011bkter\u00e9 jsou opravdu d\u016fv\u011bryhodn\u00e9. T\u00edm p\u00e1dem maj\u00ed firmy p\u0159\u00edle\u017eitost zm\u011bnit se na samotn\u00e9 autory internetov\u00e9ho obsahu, a\u0165 u\u017e ve form\u011b \u010dl\u00e1nk\u016f, vys\u00edl\u00e1n\u00ed, videa, nebo n\u011b\u010deho u\u017eite\u010dn\u00e9ho, co pom\u016f\u017ee z\u00e1kazn\u00edk\u016fm, nebo co dok\u00e1\u017ee upoutat jejich pozornost.
\nV dne\u0161n\u00ed dob\u011b jsou lid\u00e9 zahlcen\u00ed spoustou informac\u00ed. Prol\u00e1mat se k nim je ale mo\u017en\u00e9 - n\u011b\u010d\u00edm zaj\u00edmav\u00fdm, vtipn\u00fdm. A kdy\u017e se v\u00e1m to poda\u0159\u00ed, m\u00e1te mo\u017enost jim i n\u011bco nab\u00eddnout.
\nMarket\u00e9\u0159i tak\u00e9 mohou pom\u00e1hat sv\u00fdm zam\u011bstnanc\u016fm s vypln\u011bn\u00edm jejich profil\u016f na LinkedInu, proto\u017ee mnohdy prvn\u00ed v\u011bc, kterou z\u00e1kazn\u00edk firmy vid\u00ed, je profil jednoho ze zam\u011bstnanc\u016f. Kdy\u017e nevypad\u00e1 dob\u0159e a d\u016fveryhodn\u011b, d\u00e1v\u00e1 to firm\u011b \u0161patnou image. A funguje to i naopak.
\nLinkedIn se ale samoz\u0159ejm\u011b vyu\u017e\u00edv\u00e1 i p\u0159i vyhled\u00e1v\u00e1n\u00ed potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f.
\nNen\u00ed to ale \u00fapln\u011b n\u00e1stroj pro B2C firmy, t\u011bm bych doporu\u010dil sp\u00ed\u0161 Facebook.<\/p>\n

Mnoho lid\u00ed mluv\u00ed o Google+ jako o m\u011bst\u011b duch\u016f. Jak to vid\u00edte vy?<\/strong><\/p>\n

Oni maj\u00ed probl\u00e9my u\u017e od za\u010d\u00e1tku, pravd\u011bpodobn\u011b proto, \u017ee za\u010dali tak pozd\u011b. Lid\u00e9 u\u017e jsou zvykl\u00ed na Facebook a Twitter, tak\u017ee se ptaj\u00ed \u201epro\u010d bych v\u016fbec m\u011bl b\u00fdt na G+, v\u017edy\u0165 to nem\u00e1 nic nov\u00e9ho\u201c. Google se sice sna\u017e\u00ed vypadat trochu l\u00edp a \u0159\u00edk\u00e1, \u017ee m\u00e1 G+ mnohem v\u00edce u\u017eivatel\u016f, ne\u017e ve skute\u010dnosti m\u00e1, ale nikdo, koho zn\u00e1m z t\u00e9to s\u00edt\u011b nen\u00ed nijak nad\u0161en\u00fd. Jsou tam, proto\u017ee G+ do jist\u00e9 m\u00edry pom\u00e1h\u00e1 p\u0159i SEO, ale nen\u00ed to nijak p\u0159esv\u011bd\u010div\u00e9. Firm\u00e1m v\u011bt\u0161inou \u0159\u00edk\u00e1m, \u017ee je to m\u00edsto, kde by m\u011bli b\u00fdt, ale nen\u00ed nutn\u00e9 do n\u011bj vkl\u00e1dat p\u0159\u00edli\u0161 mnoho \u00fasil\u00ed. Rad\u00edm jim, aby investovali svoje pen\u00edze a \u010das do s\u00edt\u00ed podle jejich popularity. Pokud maj\u00ed extra prost\u0159edky, m\u016f\u017eou G+ zkusit, ale nebral bych to jako n\u011bco s vysokou prioritou.<\/p>\n

Pracoval jste s velk\u00fdmi spole\u010dnostmi jako je Arm\u00e1da US nebo Universal Studios, je v\u016fbec je\u0161t\u011b n\u011bkdo, pro koho byste r\u00e1d pracoval?<\/strong><\/p>\n

Dobr\u00e1 ot\u00e1zka. V podstat\u011b asi nem\u00e1m \u017e\u00e1dn\u00fd konkr\u00e9tn\u00ed wishlist. Ale r\u00e1d bych jednou pracoval s lidmi ze z\u00e1bavn\u00edho pr\u016fmyslu, jako jsou hudebn\u00edci a bavi\u010di.<\/p>\n

Jste jedn\u00edm z velmi uzn\u00e1van\u00fdch expert\u016f na online marketing ve sv\u011bt\u011b, jak jste se na tuto pozici dostal?<\/strong><\/p>\n

Po\u0159\u00e1d se sna\u017e\u00edm u\u010dit, posouvat se d\u00e1l. Jsem velmi zv\u011bdav\u00fd, tak\u017ee po\u0159\u00e1d hled\u00e1m na internetu, \u010dtu blogy, experimentuji s v\u011bcmi. Mysl\u00edm, \u017ee v tomhle odv\u011btv\u00ed, kdy lid\u00e9 d\u011blaj\u00ed v\u011bci je\u0161t\u011b d\u0159\u00edv, ne\u017e jsou popsan\u00e9 v knih\u00e1ch, mus\u00edte reagovat velmi pru\u017en\u011b a aktu\u00e1ln\u011b. V\u017edycky n\u011bco zkou\u0161\u00edm, pak to systematizuji a a\u017e potom o tom n\u011bco nap\u00ed\u0161u. Psan\u00ed knih pro m\u011b byla celkov\u011b velk\u00e1 v\u011bc. Nejd\u0159\u00edv jsem to ani necht\u011bl d\u011blat, proto\u017ee se \u010dasto st\u00e1v\u00e1, \u017ee ne\u017e knihy vyjdou, jsou u\u017e zastaral\u00e9, ale uk\u00e1zalo se, \u017ee hodn\u011b lid\u00ed pohl\u00ed\u017e\u00ed na autora jako na sv\u00fdm zp\u016fsobem \u201ekouzeln\u00edka\u201c, tak jsem se rozhodl, \u017ee bych m\u011bl asi n\u011bjakou vydat. A pomohlo mi to ut\u0159\u00eddit si my\u0161lenky a postupy.
\nA pracoval jsem na sob\u011b i jinak. B\u00fdval jsem hodn\u011b stydliv\u00fd a z toho mi pomohli ToastMasters<\/a> a stand-up komedie. Bloggov\u00e1n\u00edm jsem si vy\u0161lapal cesti\u010dku a\u017e k mashable.com. Ale \u017e\u00e1dnou vysokou \u0161kolu jsem nestudoval, proto\u017ee v tomto oboru jsou \u0161koly obvykle dost pozadu.<\/p>\n

Zaj\u00edm\u00e1 n\u00e1s rovn\u011b\u017e v\u00e1\u0161 n\u00e1zor na jednu z typick\u00fdch ot\u00e1zek. Pro kter\u00e9 firmy se soci\u00e1ln\u00ed s\u00edt\u011b obecn\u011b hod\u00ed a kter\u00e9 by se jim m\u011bly vyhnout? D\u00e1 se to vymezit nap\u0159\u00edklad oborem podnik\u00e1n\u00ed \u010di zam\u011b\u0159en\u00edm?<\/strong><\/p>\n

Mysl\u00edm, \u017ee v\u011bt\u0161ina podnik\u016f m\u016f\u017ee n\u011bjak\u00fdm zp\u016fsobem z Facebooku profitovat, ale odv\u011btv\u00ed, kter\u00e1 jsou hodn\u011b \u0159\u00edzen\u00e1, maj\u00ed sv\u00e9 probl\u00e9my. T\u0159eba medic\u00edna nebo finance. Existuj\u00ed toti\u017e pravidla toho, co m\u016f\u017eete a nem\u016f\u017eete \u0159\u00edkat, tak\u017ee lid\u00e9 pak maj\u00ed strach z pr\u00e1vn\u00edk\u016f a probl\u00e9m\u016f. Proto je to obt\u00ed\u017en\u00e9, i kdy\u017e ne nemo\u017en\u00e9. A proto\u017ee je t\u0159eba komunikovat ur\u010dit\u00fdm zp\u016fsobem, b\u00fdv\u00e1 to dra\u017e\u0161\u00ed. Jinak ale omezen\u00ed nevid\u00edm, i men\u0161\u00ed podniky maj\u00ed ze soci\u00e1ln\u00edch s\u00edt\u00ed aspo\u0148 n\u011bjak\u00fd u\u017eitek. Zn\u00e1m spoustu \u00fasp\u011b\u0161n\u00fdch p\u0159\u00edb\u011bh\u016f, kde Facebook a Twitter pomohl t\u0159eba kav\u00e1rn\u00e1m z\u00edskat p\u00e1r nov\u00fdch z\u00e1kazn\u00edk\u016f.<\/p>\n

N\u011bkdy ale b\u00fdv\u00e1 obt\u00ed\u017en\u00e9 dostat lidi do diskuze, nap\u0159\u00edklad u firem s hodn\u011b technick\u00fdm zam\u011b\u0159en\u00edm, jako je t\u0159eba IT.<\/strong><\/p>\n

Je to tak. Jsou to t\u00e9mata, kter\u00e1 jsou oproti jin\u00fdm tak trochu nudn\u00e1. V\u017edycky ale \u0159\u00edk\u00e1m, \u017ee i kdy\u017e si spousta lid\u00ed mysl\u00ed, \u017ee Facebook je jen o konverzaci, nen\u00ed tomu tak. Ta druh\u00e1 v\u011bc je obsah.
\nPokud je to B2B a firmy cht\u011bj\u00ed, aby jejich z\u00e1kazn\u00edci mluvili, pravd\u011bpodobn\u011b se jim nebude cht\u00edt prob\u00edrat probl\u00e9my na soci\u00e1ln\u00edch s\u00edt\u00edch, proto\u017ee pak by nevypadali dob\u0159e. Je t\u0159eba si uv\u011bdomit, jak\u00e9 probl\u00e9my by mohli m\u00edt a na z\u00e1klad\u011b toho vytvo\u0159it obsah, kter\u00fd jim s t\u00edm pom\u016f\u017ee.<\/p>\n

T\u00edmto kon\u010d\u00ed 1. \u010d\u00e1st rozhovoru s Brianem Carterem. Pokra\u010dujte \u010dten\u00edm 2.d\u00edlu.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Dlouhodob\u011b nehled\u00e1me inspiraci a zku\u0161enosti jenom v \u010cR, ale zaj\u00edm\u00e1me se o obsah ze zahrani\u010d\u00ed, nav\u0161t\u011bvujeme zahrani\u010dn\u00ed konference a komunikujeme s marke\u0165\u00e1ky z Brit\u00e1nie, USA i dal\u0161\u00edch zem\u00ed. Napadlo n\u00e1s, \u017ee by nebylo \u0161patn\u00e9, inspiraci a zaj\u00edmav\u00e9 n\u00e1zory \u0161\u00ed\u0159it d\u00e1le, t\u0159eba formou rozhovor\u016f se zaj\u00edmav\u00fdmi zahrani\u010dn\u00edmi lidmi z oboru. A za\u010dneme p\u011bkn\u011b zostra, hned prvn\u00edm zpov\u00eddan\u00fdm je Brian Carter, sv\u011btov\u011b uzn\u00e1van\u00fd expert na online marketing, p\u0159isp\u011bvatel na Mashable, Search Engine Journal a n\u011bkolik dal\u0161\u00edch str\u00e1nek, autor knihy The Facebook Marketing, speaker a mnoho dal\u0161\u00edho.<\/p>\n

\n<\/p>","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[16,18],"class_list":["post-1570","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-facebook","tag-socialni-site"],"yoast_head":"\nRozhovor: Brian Carter - 1. \u010d\u00e1st | igloonet blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/igloonet.cz\/blog\/rozhovor-brian-carter-1-cast\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rozhovor: Brian Carter - 1. \u010d\u00e1st | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"Dlouhodob\u011b nehled\u00e1me inspiraci a zku\u0161enosti jenom v \u010cR, ale zaj\u00edm\u00e1me se o obsah ze zahrani\u010d\u00ed, nav\u0161t\u011bvujeme zahrani\u010dn\u00ed konference a komunikujeme s marke\u0165\u00e1ky z Brit\u00e1nie, USA i dal\u0161\u00edch zem\u00ed. Napadlo n\u00e1s, \u017ee by nebylo \u0161patn\u00e9, inspiraci a zaj\u00edmav\u00e9 n\u00e1zory \u0161\u00ed\u0159it d\u00e1le, t\u0159eba formou rozhovor\u016f se zaj\u00edmav\u00fdmi zahrani\u010dn\u00edmi lidmi z oboru. 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