{"id":1599,"date":"2012-08-29T17:26:09","date_gmt":"2012-08-29T13:26:09","guid":{"rendered":"http:\/\/blog.igloonet.cz\/?p=1599"},"modified":"2014-08-11T20:23:03","modified_gmt":"2014-08-11T18:23:03","slug":"rozhovor-brian-carter-2-cast","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/rozhovor-brian-carter-2-cast\/","title":{"rendered":"Rozhovor: Brian Carter - 2. \u010d\u00e1st"},"content":{"rendered":"
<\/div>\n

Minul\u00fd t\u00fdden jsme v\u00e1m p\u0159inesli 1. d\u00edl rozhovoru s uzn\u00e1van\u00fdm expertem na on-line marketing a soci\u00e1ln\u00ed s\u00edt\u011b, Brianem Carterem. Pokud v\u00e1m unikl, m\u016f\u017eete si ho p\u0159e\u010d\u00edst zde<\/a>. Dnes pro v\u00e1s m\u00e1me p\u0159ipraven\u00e9 jeho pokra\u010dov\u00e1n\u00ed, ve kter\u00e9m jsme s Brianem rozeb\u00edrali problematiku ROI na Facebooku, nejv\u011bt\u0161\u00ed chyby ve Facebook marketingu za rok 2012 a tak\u00e9 jsme mu polo\u017eili ot\u00e1zky, kter\u00e9 zaj\u00edmaly na\u0161e fanou\u0161ky na Facebooku. P\u0159\u00edjemnou z\u00e1bavu p\u0159i \u010dten\u00ed.<\/em><\/p>\n

Jak\u00e9 jsou nejv\u011bt\u0161\u00ed chyby ve Facebook marketingu za rok 2012?<\/h3>\n

Mysl\u00edm, \u017ee v\u011bt\u0161ina firem d\u011bl\u00e1 po\u0159\u00e1d ty stejn\u00e9 chyby. Na Pinterest jsem vytvo\u0159il jednu grafiku. Jde o prodejn\u00ed trycht\u00fd\u0159 toho, jak se sna\u017e\u00edte dostat lidi a\u017e k n\u00e1kupu. Je z n\u00ed patrn\u00e9, \u017ee pokud se v\u00e1m nepoda\u0159\u00ed zas\u00e1hnout od po\u010d\u00e1tku ty spr\u00e1vn\u00e9 lidi, s nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed se nikdy nestanou va\u0161imi z\u00e1kazn\u00edky. D\u00e1 se s nimi ale pracovat jako s va\u0161imi fanou\u0161ky. To ov\u0161em jen v p\u0159\u00edpad\u011b, \u017ee se v\u00e1m da\u0159\u00ed po str\u00e1nce obsahu. Pokud se ale va\u0161e p\u0159\u00edsp\u011bvky zobrazuj\u00ed jen 5-10 % va\u0161ich fanou\u0161k\u016f, sotva budete m\u00edt velk\u00e9 tr\u017eby. Mus\u00edte lidi p\u0159esv\u011bd\u010dit. Mezi va\u0161imi fanou\u0161ky je tak\u00e9 spousta t\u011bch, kte\u0159\u00ed by u v\u00e1s n\u011bkdy nakoupit mohli, ale je\u0161t\u011b nejsou p\u0159ipraveni. N\u00e1kupn\u00ed cyklus je dlouh\u00fd a jedin\u00fd zp\u016fsob, jak ho zkr\u00e1tit, je p\u0159esv\u011bd\u010dovat, vyvol\u00e1vat touhu a n\u00e1sledn\u011b se ke sv\u00fdm z\u00e1kazn\u00edk\u016fm vracet. Mysl\u00edm, \u017ee p\u0159eskakov\u00e1n\u00ed n\u011bkter\u00e9ho z t\u011bchto krok\u016f je t\u00edm nejv\u011bt\u0161\u00edm omylem.<\/p>\n

\"Autor:<\/p>\n

Kdy\u017e u\u017e jsme nakousli Facebook, jak\u00fd je v\u00e1\u0161 n\u00e1zor na reklamy na Facebooku? Existuje spousta \u010dl\u00e1nk\u016f a p\u0159\u00edpadov\u00fdch studi\u00ed, kter\u00e9 mluv\u00ed o n\u00edzk\u00e9 rentabilit\u011b oproti t\u0159eba Google Adwords, z\u00e1rove\u0148 ale mnoho lid\u00ed zast\u00e1v\u00e1 opa\u010dn\u00fd n\u00e1zor.<\/h3>\n

Celkov\u011b bych tento n\u00e1zor nijak nevyvracel, ale jsem si jist\u00fd, \u017ee v\u011bt\u0161ina businessu pot\u0159ebuje mix toho v\u0161eho. Vyzkou\u0161et, co funguje a na to se soust\u0159edit. V\u011bc, kterou mus\u00edm zm\u00ednit, ale je, \u017ee pokud u\u017eivatel\u00e9 ve vyhledava\u010di (Google, Seznam\u2026) zadaj\u00ed kl\u00ed\u010dov\u00e9 slovo, na kter\u00e9 se zobrazuje va\u0161e reklama, ukazuj\u00ed t\u00edm, \u017ee jsou p\u0159ipraveni n\u011bco od v\u00e1s koupit.
\nSpousta lid\u00ed \u0159\u00edk\u00e1 jedn\u00edm dechem \u201eL\u00edb\u00ed se mi vysok\u00e9 ROI z Google Adwords, ale pot\u0159ebujeme tak\u00e9 v\u011bt\u0161\u00ed prodejnost, v\u00edce z\u00e1kazn\u00edk\u016f.\u201c V tomto p\u0159\u00edpad\u011b je dobr\u00e9 zapojit Facebook, kde zas\u00e1hnete velk\u00e9 mno\u017estv\u00ed lid\u00ed, kte\u0159\u00ed od v\u00e1s pravd\u011bpodobn\u011b n\u011bco koup\u00ed, jen je na to mus\u00edte p\u0159ipravit. \u0158ekl bych, \u017ee nejlep\u0161\u00ed je rozd\u011blit sv\u016fj \u010das a \u00fasil\u00ed mezi oboj\u00ed.<\/p>\n

Jsou n\u011bkter\u00e9 slu\u017eby\/produkty\/odv\u011btv\u00ed, pro kter\u00e9 Facebook reklamy nebudou nikdy fungovat?<\/h3>\n

Mysl\u00edm, \u017ee nez\u00e1le\u017e\u00ed p\u0159\u00edli\u0161 na produktu, ale sp\u00ed\u0161 na tom, jak moc dob\u0159e jsou d\u011blan\u00e9 va\u0161e reklamy. Reklamy na Facebooku jsou hodn\u011b odli\u0161n\u00e9 od ostatn\u00edch online reklam. Samoz\u0159ejm\u011b, jsou to Display Ads, ale s mnohem lep\u0161\u00edm c\u00edlen\u00edm, tak\u017ee si mysl\u00edm, \u017ee kdy\u017e m\u00e1 n\u011bkdo m\u011bs\u00edc kampan\u011b na Facebooku a potom \u0159ekne, \u017ee nefunguj\u00ed, jednodu\u0161e je neud\u011blal dostate\u010dn\u011b dob\u0159e. Sta\u010d\u00ed si toti\u017e uv\u011bdomit, \u017ee Facebook m\u00e1 15 zacilovac\u00edch krit\u00e9ri\u00ed a ty je pot\u0159eba vyzkou\u0161et. Mus\u00edte zjistit, jak zac\u00edlit po\u017eadovan\u00e9 publikum. Podle v\u011bku, m\u00edsta, kon\u00ed\u010dk\u016f, nebo t\u0159eba podle jejich pr\u00e1ce? Tak\u017ee nejd\u0159\u00edv testujete c\u00edlen\u00ed, pak obr\u00e1zky inzer\u00e1t\u016f, jejich nadpisy a nakonec texty. Pokud to d\u011bl\u00e1te sv\u011bdomit\u011b, nakonec to mus\u00ed zabrat. <\/p>\n

M\u00e1te n\u011bjak\u00e9 tipy, jak se dostat na nejni\u017e\u0161\u00ed cenu za fanou\u0161ka? A je v\u016fbec tato metrika d\u016fle\u017eit\u00e1?<\/h3>\n

Kr\u00e1tkodob\u011b je to skv\u011bl\u00e1 metrika, ale dlouhodob\u011b by v\u00e1s m\u011bla zaj\u00edmat sp\u00ed\u0161 n\u00e1vratnost investice do fanou\u0161ka. M\u016f\u017eete m\u00edt tis\u00edce fanou\u0161k\u016f, ale pokud p\u016fl roku nic nenakoup\u00ed, je to zbyte\u010dn\u00e9. Co se t\u00fd\u010de tip\u016f, tak to vysv\u011btl\u00edm na p\u0159\u00edkladu. \u0158ekn\u011bme, \u017ee prod\u00e1v\u00e1te horsk\u00e1 kola. Lidi, kte\u0159\u00ed si od v\u00e1s n\u011bco koup\u00ed, maj\u00ed pravd\u011bpodobn\u011b v z\u00e1jmech horsk\u00e1 kola, outdoor sporty etc. Dejme tomu, \u017ee najdete 1000 lid\u00ed se z\u00e1jmem o trackov\u00e1 kola, 5 tis\u00edc se z\u00e1jmem o horsk\u00e1 kola a t\u0159eba 100 tis\u00edc u\u017eivatel\u016f zaj\u00edmaj\u00edc\u00edch se o outdoorov\u00e9 aktivity. Ti jsou ale o trochu m\u00e9n\u011b zaj\u00edmav\u00ed, proto\u017ee jen od mal\u00e9 \u010d\u00e1sti se d\u00e1 p\u0159edpokl\u00e1dat n\u00e1kup.
\nNejlep\u0161\u00ed cesta jak sn\u00ed\u017eit CPF je dos\u00e1hnout co nejvy\u0161\u0161\u00edho CTR. C\u00edlen\u00ed a inzer\u00e1t mus\u00ed tedy sed\u011bt k sob\u011b. Nap\u00ed\u0161ete proto n\u011bco jako \u201eHej, m\u00e1te r\u00e1di horsk\u00e1 kola? Tak sem klikn\u011bte!\u201c A t\u00edm z\u00edsk\u00e1te lidi, kter\u00e9 to v\u00e1\u017en\u011b zaj\u00edm\u00e1 a ukazujete jim obsah, kter\u00fdm je p\u0159esv\u011bd\u010d\u00edte. U \u0161ir\u0161\u00edho c\u00edlen\u00ed je to sice hor\u0161\u00ed, ale op\u011bt si mysl\u00edm, \u017ee je pot\u0159eba ur\u010dit\u00e1 sm\u011bs v\u0161ech t\u011bchto lid\u00ed.<\/p>\n

Jakou roli podle v\u00e1s budou m\u00edt v bl\u00edzk\u00e9 budoucnosti Open Graph aplikace, kter\u00e9 \u00fasp\u011b\u0161n\u011b vyu\u017e\u00edv\u00e1 t\u0159eba Washington Post nebo The Gurdian, vid\u00edte v nich n\u011bjak\u00e9 nebezpe\u010d\u00ed?<\/h3>\n

Mysl\u00edm, \u017ee plat\u00ed klasick\u00e9 pravidlo: ka\u017ed\u00fd by m\u011bl v\u011bd\u011bt, jak\u00e9 informaci s t\u011bmito subjekty sd\u00edl\u00ed. Nav\u00edc oni nedost\u00e1vaj\u00ed informace o konkr\u00e9tn\u00edch lidech, jen obecnosti. I proto mi to vr\u00e1sky ned\u011bl\u00e1. Mo\u017en\u00e1 je to jen m\u016fj pocit, ale podle toho, co jsem vid\u011bl, se hodn\u011b lid\u00ed rozhodlo p\u0159e\u010d\u00edst si \u010dl\u00e1nek, ani\u017e by se p\u0159ihl\u00e1sili do konkr\u00e9tn\u00ed aplikace. Nev\u00edm p\u0159esn\u011b pro\u010d, ale pravd\u011bpodobn\u011b i zde plat\u00ed stejn\u00e1 p\u0159ek\u00e1\u017eka jako u dal\u0161\u00edch Facebookov\u00fdch aplikac\u00ed - lid\u00e9 kliknou a vysko\u010d\u00ed na n\u011b opravdu o\u0161kliv\u00e1 v\u011bc, kter\u00e1 \u0159\u00edk\u00e1, \u017ee maj\u00ed v pl\u00e1nu sd\u00edlet n\u011bjak\u00e9 informace. A to je \u010dasto odrad\u00ed. <\/p>\n

Domn\u00edv\u00e1te se, \u017ee se Facebook pokus\u00ed tyto aplikace \u010d\u00e1ste\u010dn\u011b nebo zcela zpoplatnit?<\/h3>\n

To si nejsem \u00fapln\u011b jist\u00fd. Norm\u00e1ln\u00ed noviny po cel\u00e9m sv\u011bt\u011b maj\u00ed probl\u00e9m vydr\u017eet, proto\u017ee lid\u00e9 z\u00edsk\u00e1vaj\u00ed informace rychleji a zdarma p\u0159es internet. Proto ti\u0161t\u011bn\u00e9 noviny pot\u0159ebuj\u00ed velmi unik\u00e1tn\u00ed obsah, ale i ten budou lid\u00e9 \u201ekr\u00e1st\u201c, podobn\u011b jako je tomu u muziky. P\u0159ijde mi proto smyslupln\u011bj\u0161\u00ed, aby Facebook i noviny z\u00edskavaly finance od inzerent\u016f a zbytek nechaly zdarma.<\/p>\n

Kdy\u017e jsme se ptali fanou\u0161k\u016f na dotazy na v\u00e1s, zazn\u011bl i tento: Jako uzn\u00e1van\u00fd expert na soci\u00e1ln\u00ed m\u00e9dia, z\u00edsk\u00e1vate informace p\u0159\u00edmo od Facebooku o pl\u00e1novan\u00fdch zm\u011bn\u00e1ch a upgradech?<\/h3>\n

N\u011bkdy ano. Respektive, ze sv\u00e9 pozice nejsem v p\u0159\u00edm\u00e9m kontaktu s lidmi z Facebooku, ale m\u00e1m kolem sebe lidi, kte\u0159\u00ed jsou, a tak ob\u010das o t\u011bchto v\u011bcech sly\u0161\u00edm dop\u0159edu. <\/p>\n

Zdroje inspirace jsou cenn\u00fdmi informacemi. Pod\u011bl\u00edte se s n\u00e1mi, co inspiruje v\u00e1s?<\/h3>\n

Jsem z\u00e1visl\u00fd na originalit\u011b. R\u00e1d d\u011bl\u00e1m i sleduji stand-up humor, proto\u017ee kdy\u017e se zasm\u011bjete, je to pravd\u011bpodobn\u011b d\u00edky tomu, \u017ee se v\u00e1m v mozku spojily dv\u011b v\u011bci, kter\u00e9 byste norm\u00e1ln\u011b nikdy nedali dohromady. A proto tak\u00e9 r\u00e1d chod\u00edm na Pinterest do sekce Popular<\/a>.<\/p>\n

Jsme skoro na konci, tak si d\u00e1me mal\u00fd experiment. Dok\u00e1\u017eete vyjmenovat 5 v\u011bc\u00ed, kter\u00e9 by m\u011bl zn\u00e1t ka\u017ed\u00fd marketingov\u00fd konzultant se zam\u011b\u0159en\u00edm na soci\u00e1ln\u00ed s\u00edt\u011b?<\/h3>\n

Rozhodn\u011b by m\u011bl v\u011bd\u011bt, jak vyu\u017e\u00edvat r\u016fzn\u00e9 reklamn\u00ed form\u00e1ty, mus\u00ed rozum\u011bt content marketingu, v\u011bd\u011bt jak profesn\u011b komunikovat s lidmi online - nevstupovat do h\u00e1dek a nenechat se vyv\u00e9st z m\u00edry hlup\u00e1ky. M\u011bl by dok\u00e1zat dob\u0159e ps\u00e1t, nejen z pohledu content marketingu, a nesm\u00edrn\u011b d\u016fle\u017eit\u00e1 je i kreativita.<\/p>\n

19. srpna vy\u0161la va\u0161e nov\u00e1 kniha, LinkedIn For Business. Co byste n\u00e1m krom\u011b n\u00ed doporu\u010dil si p\u0159e\u010d\u00edst?<\/h3>\n

Zaj\u00edmav\u00e1 kniha je Starting Your Career As Social Media Manager od autora jm\u00e9nem Mark Story. Skv\u011bl\u00e1 kn\u00ed\u017eka je tak\u00e9 Killer Facebook Ads, od Martyho Weintrauba. I kdy\u017e jsou ale n\u011bkter\u00e9 knihy \u00fa\u017easn\u00e9, po\u0159\u00e1d si mysl\u00edm, \u017ee blogy jsou aktu\u00e1ln\u011bj\u0161\u00ed. <\/p>\n

M\u00e1te hodn\u011b pracovn\u00edch aktivit, kter\u00e9 zn\u00e1me, co ale d\u011bl\u00e1te ve voln\u00e9m \u010dase?<\/h3>\n

Nem\u00e1m d\u011bti, m\u00e1m ale malou zoo - psy, ko\u010dky a taky m\u00e1me s man\u017eelkou \u017eabku. Kousek od n\u00e1s je skv\u011bl\u00e9 improviza\u010dn\u00ed divadlo, kam r\u00e1d chod\u00edm. Kdy\u017e jsem v pr\u00e1ci, sem tam nap\u00ed\u0161u n\u011bjakou sc\u00e9nku, kterou tam pak chod\u00edm zkou\u0161et a humor se pokou\u0161\u00edm n\u00e1sledn\u011b za\u010dlenit zp\u00e1tky do pr\u00e1ce v r\u00e1mci content marketingu. V posledn\u00ed dob\u011b se mi to docela da\u0159\u00ed.<\/p>\n

Pokud se v\u00e1m rozhovor l\u00edbil, budeme r\u00e1di kdy\u017e ho nasd\u00edl\u00edte na sv\u00e9 obl\u00edben\u00e9 soci\u00e1ln\u00ed s\u00edti. Za t\u00fdden se m\u016f\u017eete t\u011b\u0161it na dal\u0161\u00ed rozhovor, tentokr\u00e1t s mlad\u00fdm managerem online m\u00e9di\u00ed u od\u011bvn\u00ed zna\u010dky Marc Ecko, p\u0159isp\u011bvatelem na Mashable nebo Business Insider, Brianem Honigmanem<\/a>.<\/em><\/p>\n

P\u0159e\u010dt\u011bte si i 1.d\u00edl<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"

Minul\u00fd t\u00fdden jsme v\u00e1m p\u0159inesli 1. d\u00edl rozhovoru s uzn\u00e1van\u00fdm expertem na on-line marketing a soci\u00e1ln\u00ed s\u00edt\u011b, Brianem Carterem. Pokud v\u00e1m unikl, m\u016f\u017eete si ho p\u0159e\u010d\u00edst zde. Dnes pro v\u00e1s m\u00e1me p\u0159ipraven\u00e9 jeho pokra\u010dov\u00e1n\u00ed, ve kter\u00e9m jsme s Brianem rozeb\u00edrali problematiku ROI na Facebooku, nejv\u011bt\u0161\u00ed chyby ve Facebook marketingu za rok 2012 a tak\u00e9 jsme mu polo\u017eili ot\u00e1zky, kter\u00e9 zaj\u00edmaly na\u0161e fanou\u0161ky na Facebooku. P\u0159\u00edjemnou z\u00e1bavu p\u0159i \u010dten\u00ed.<\/p>\n","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":[],"class_list":["post-1599","post","type-post","status-publish","format-standard","hentry","category-marketing"],"yoast_head":"\nRozhovor: Brian Carter - 2. \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-2-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 - 2. \u010d\u00e1st | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"Minul\u00fd t\u00fdden jsme v\u00e1m p\u0159inesli 1. d\u00edl rozhovoru s uzn\u00e1van\u00fdm expertem na on-line marketing a soci\u00e1ln\u00ed s\u00edt\u011b, Brianem Carterem. Pokud v\u00e1m unikl, m\u016f\u017eete si ho p\u0159e\u010d\u00edst zde. Dnes pro v\u00e1s m\u00e1me p\u0159ipraven\u00e9 jeho pokra\u010dov\u00e1n\u00ed, ve kter\u00e9m jsme s Brianem rozeb\u00edrali problematiku ROI na Facebooku, nejv\u011bt\u0161\u00ed chyby ve Facebook marketingu za rok 2012 a tak\u00e9 jsme mu polo\u017eili ot\u00e1zky, kter\u00e9 zaj\u00edmaly na\u0161e fanou\u0161ky na Facebooku. 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