{"id":1686,"date":"2012-09-05T19:37:30","date_gmt":"2012-09-05T15:37:30","guid":{"rendered":"http:\/\/blog.igloonet.cz\/?p=1686"},"modified":"2014-08-11T20:23:03","modified_gmt":"2014-08-11T18:23:03","slug":"rozhovor-brian-honigman","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/rozhovor-brian-honigman\/","title":{"rendered":"Rozhovor: Brian Honigman"},"content":{"rendered":"
<\/div>\n

Na\u0161im dal\u0161\u00edm zpov\u00eddan\u00fdm se stal Brian Honigman<\/a>, mlad\u00fd mana\u017eer online marketingu u od\u011bvn\u00ed zna\u010dky Marc Ecko Enterprises, pravideln\u00fd p\u0159isp\u011bvatel pro Mashable<\/a>, Business Insider<\/a> a n\u011bkolik dal\u0161\u00edch web\u016f. S Brianem jsme mluvili o SEO, bloggov\u00e1n\u00ed i o soci\u00e1ln\u00edch s\u00edt\u00edch obecn\u011b. Je podle Briana SEO mrtv\u00e9? Jak reagovat na \u0161patn\u00e9 reakce na soci\u00e1ln\u00edch s\u00edt\u00edch? To v\u0161e a spoustu dal\u0161\u00edho se dozv\u00edte v tomto inspirativn\u00edm rozhovoru.<\/em><\/p>\n

Jak dlouho u\u017e p\u00ed\u0161ete pro blogy?<\/h3>\n

Za\u010dal jsem v roce 2009 u agentury Branding Brand, kde jsem psal pro n\u011b i jejich klienty. Kr\u00e1tce na to jsem za\u010dal ps\u00e1t s\u00e1m za sebe o digit\u00e1ln\u00edm prostoru, v r\u00e1mci m\u00fdch dal\u0161\u00edch zam\u011bstn\u00e1n\u00ed a n\u011bkolika technick\u00fdch web\u016f. V\u011bt\u0161inou na webech, na kter\u00fdch se pod\u00edl\u00edm, publikuji jedenkr\u00e1t t\u00fddn\u011b. N\u011bkdy je dost t\u011b\u017ek\u00e9 se pod\u00edlet na tolika str\u00e1nk\u00e1ch, ale to je to, co mus\u00edte ud\u011blat, aby se o v\u00e1s v\u011bd\u011blo, hlavn\u011b v technick\u00fdch odv\u011btv\u00edch. V\u0161em bych doporu\u010doval ps\u00e1t \u010dasto pro p\u00e1r web\u016f, nam\u00edsto psan\u00ed na hodn\u011b str\u00e1nek jednou za \u010das. Z\u00e1klad je kvalita nad kvantitou.<\/p>\n

Kde berete inspiraci pro sv\u00e9 \u010dl\u00e1nky?<\/h3>\n

Obvykle p\u00ed\u0161u \u010dl\u00e1nky, o kter\u00fdch si mysl\u00edm, \u017ee budou pro ostatn\u00ed hodnotn\u00e9 v r\u00e1mci jejich marketingov\u00fdch \u010dinnost\u00ed a nez\u00e1le\u017e\u00ed na tom, jestli se jedn\u00e1 o neziskovou organizaci, zna\u010dku nebo mal\u00fd business. R\u00e1d ve sv\u00fdch \u010dl\u00e1nc\u00edch mluv\u00edm o nov\u00fdch mo\u017enostech, inovativn\u00edch strategi\u00edch a o \u00fasp\u011b\u0161n\u00fdch p\u0159\u00edpadov\u00fdch studi\u00edch na mnoha digit\u00e1ln\u00edch platform\u00e1ch.<\/p>\n

Co v\u00e1m p\u0159inesla pr\u00e1ce u Marc Ecko Enterprises?<\/h3>\n

Nau\u010dil jsem se tam toho hodn\u011b. Jednou z v\u011bc\u00ed je cel\u00fd ten postup p\u0159i tvo\u0159en\u00ed kolekce od za\u010d\u00e1tku a\u017e do konce. Od n\u00e1vrhu a\u017e k propagaci. Je to intenzivn\u00ed a napl\u0148uj\u00edc\u00ed proces, kter\u00fd jsem do t\u00e9 doby nem\u011bl mo\u017enost pro\u017e\u00edt do takov\u00e9ho detailu.<\/p>\n

Pou\u017e\u00edv\u00e1te n\u00e1stroje pro automatick\u00e9 p\u0159isp\u00edv\u00e1n\u00ed nap\u0159. na Twitter. \u0158\u00edk\u00e1 se o nich ale, \u017ee mohou zp\u016fsobit v\u00edce \u0161kody, ne\u017e u\u017eitku. Nem\u00e1te z toho obavy?<\/h3>\n

Pou\u017e\u00edv\u00e1m Buffer a HootSuite pro nastavov\u00e1n\u00ed Twitter aktualizac\u00ed pro svoje osobn\u00ed u\u010dely, u Marc Ecko pou\u017e\u00edv\u00e1m HootSuite pro nastaven\u00ed zve\u0159ej\u0148ov\u00e1n\u00ed obsahu na v\u0161ech na\u0161ich \u00fa\u010dtech. Tyto n\u00e1stroje mohou ubl\u00ed\u017eit, pokud je \u010dlov\u011bk nevyu\u017e\u00edv\u00e1 spr\u00e1vn\u00fdm zp\u016fsobem. Je d\u016fle\u017eit\u00e9 s nimi zach\u00e1zet s rozvahou a st\u00e1le se sv\u00fdmi followery z\u016fstat v kontaktu pomoc\u00ed odpov\u011bd\u00ed, i kdy\u017e je to reakce na p\u0159ednastaven\u00fd p\u0159\u00edsp\u011bvek.<\/p>\n

Jak\u00fd n\u00e1zor m\u00e1te na SEO? N\u011bkte\u0159\u00ed lid\u00e9 jsou toho n\u00e1zoru, \u017ee SEO u\u017e je mrtv\u00e9.<\/h3>\n

Nen\u00ed, je to d\u016fle\u017eit\u00fd zp\u016fsob pro Google, Yahoo i Bing, d\u00edky kter\u00e9mu mohou str\u00e1nky tvo\u0159it n\u011bjak\u00fd traffic, obzvl\u00e1\u0161t\u011b v odv\u011btv\u00ed internetov\u00fdch obchod\u016f. Hlavn\u00ed zdroj n\u00e1v\u0161t\u011bvnosti u v\u011bt\u0161iny str\u00e1nek tvo\u0159\u00ed st\u00e1le organick\u00e9 vyhled\u00e1v\u00e1n\u00ed. Plat\u00ed to i pro soci\u00e1ln\u00ed m\u00e9dia, SEO je zkr\u00e1tka n\u011bco, co by nem\u011bla ignorovat \u017e\u00e1dn\u00e1 firma, kter\u00e1 p\u016fsob\u00ed na internetu.<\/p>\n

Jak\u00fd je podle v\u00e1s nejv\u011bt\u0161\u00ed m\u00fdtus koluj\u00edc\u00ed o soci\u00e1ln\u00edch m\u00e9di\u00edch?<\/h3>\n

Nejv\u011bt\u0161\u00ed m\u00fdtus je podle m\u011b to, \u017ee je pro firmu jednoduch\u00e9 b\u00fdt na soci\u00e1ln\u00edch s\u00edt\u00edch \u00fasp\u011b\u0161n\u00fd. Je obt\u00ed\u017en\u00e9 z\u016fstat aktu\u00e1ln\u00ed p\u0159i nep\u0159etr\u017eit\u00fdch zm\u011bn\u00e1ch v r\u00e1mci ka\u017ed\u00e9 komunika\u010dn\u00ed platformy a p\u0159i st\u00e1l\u00fdch zm\u011bn\u00e1ch pot\u0159eb konkr\u00e9tn\u00ed c\u00edlov\u00e9 skupiny. Co bych bral jako z\u00e1klad \u00fasp\u011bchu na soci\u00e1ln\u00edch s\u00edt\u00edch je hlavn\u011b konstantn\u00ed pos\u00edl\u00e1n\u00ed obsahu hodnotn\u00e9ho pro jejich p\u0159\u00edznivce, a\u0165 u\u017e jsou to tipy, pouk\u00e1zky, novinky, fotky nebo cokoliv dal\u0161\u00edho.<\/p>\n

Dozv\u011bd\u011bl jste v posledn\u00ed dob\u011b n\u011bco zaj\u00edmav\u00e9ho o soci\u00e1ln\u00edch s\u00edt\u00edch?<\/h3>\n

Jedna zaj\u00edmav\u00e1 v\u011bc by tu byla - v posledn\u00edm m\u011bs\u00edci jsem zaregistroval nep\u0159etr\u017eit\u00fd z\u00e1jem o mobiln\u00ed aplikace\/soci\u00e1ln\u00ed s\u00edt\u011b. Ka\u017ed\u00fd den z\u00edsk\u00e1vaj\u00ed startupy a firmy finance z r\u016fzn\u00fdch zdroj\u016f d\u00edky sv\u00fdm mobiln\u00edm produkt\u016fm. Tato skute\u010dnost se mysl\u00edm v budoucnu moc m\u011bnit nebude, vzhledem k rostouc\u00edmu \u010dasu, kter\u00fd u\u017eivatel\u00e9 denn\u011b tr\u00e1v\u00ed na sv\u00fdch mobiln\u00edch telefonech.<\/p>\n

Jak u v\u00e1s prob\u00edh\u00e1 proces pl\u00e1nov\u00e1n\u00ed va\u0161ich kampan\u00ed?<\/h3>\n

Moje kampan\u011b na soci\u00e1ln\u00edch s\u00edt\u00edch poka\u017ed\u00e9 za\u010dnou brainstormingem, kde vznikne n\u00e1pad, stejn\u011b jako c\u00edl. Je d\u016fle\u017eit\u00e9 si oboj\u00ed uv\u011bdomit p\u0159ed t\u00edm, ne\u017e za\u010dnete s jakoukoliv akc\u00ed. Na platform\u011b nezal\u00e9\u017e\u00ed, toto pravidlo plat\u00ed v\u0161ude stejn\u011b.<\/p>\n

M\u00e1te n\u011bjak\u00e9 rady, jak se vyrovn\u00e1vat se \u0161patn\u00fdmi koment\u00e1\u0159i a reakcemi?<\/h3>\n

Ur\u010dit\u011b by se takov\u00e9 interakce m\u011bly vy\u0159izovat rovnou. Vezm\u011bte tento \u0161patn\u00fd ohlas a zm\u011b\u0148te ho v p\u0159\u00edle\u017eitost uk\u00e1zat sv\u00fdm z\u00e1kazn\u00edk\u016fm, jak moc se star\u00e1te o jejich pot\u0159eby. Omluvte se za jak\u00e9koliv nep\u0159\u00edjemnosti, pokuste se d\u00e1t radu, kter\u00e1 pom\u016f\u017ee p\u0159\u00edpadn\u00fd vznikl\u00fd probl\u00e9m vy\u0159e\u0161it a pak poskytn\u011bte e-mail nebo z\u00e1kaznickou linku, \u010d\u00edm\u017e pom\u016f\u017eete dostat tuto z\u00e1le\u017eitost offline, tam kde ji nevid\u00ed v\u0161ichni.<\/p>\n

Jak zapojit u\u017eivatele do interakce, a\u010dkoliv se jedn\u00e1 t\u0159eba o nudn\u011bj\u0161\u00ed odv\u011btv\u00ed, ne\u017e je nap\u0159\u00edklad showbusiness?<\/h3>\n

Pomoci by v\u00e1m m\u011blo vytv\u00e1\u0159en\u00ed zaj\u00edmav\u00e9ho a relevantn\u00edho obsahu, kter\u00fd m\u00e1 svou hodnotu a zapoj\u00edte ho do sv\u00e9ho jedn\u00e1n\u00ed online. Nap\u0159\u00edklad m\u016f\u017eete nechat svou komunitu hlasovat o v\u011bci spojen\u00e9 s va\u0161\u00ed spole\u010dnost\u00ed. To jim dod\u00e1 pocit, \u017ee jsou sou\u010d\u00e1st\u00ed komunity, kter\u00e1 obklopuje va\u0161i zna\u010dku.<\/p>\n

Jak\u00e9 nejv\u011bt\u0161\u00ed v\u00fdhody a nev\u00fdhody vid\u00edte v soci\u00e1ln\u00edch s\u00edt\u00edch?<\/h3>\n

V\u00fdhodou je rozhodn\u011b pro z\u00e1kazn\u00edky mo\u017enost p\u0159\u00edm\u00e9ho kontaktu se spole\u010dnost\u00ed a poskytnout j\u00ed re\u00e1ln\u00fd feedback. Jako hlavn\u00ed nev\u00fdhodu vid\u00edm fakt, \u017ee \u00fasp\u011bch na soci\u00e1ln\u00edch s\u00edt\u00edch se m\u016f\u017ee t\u011b\u017ece m\u011b\u0159it. Je to tak nov\u00e1 forma m\u00e9di\u00ed, \u017ee neexistuje jeden zp\u016fsob, jak m\u011b\u0159it spr\u00e1vn\u011b, l\u00ed\u0161\u00ed se to p\u0159\u00edpad od p\u0159\u00edpadu.<\/p>\n

Existuje n\u011bjak\u00e1 soci\u00e1ln\u00ed s\u00ed\u0165, kterou opravdu nerad pou\u017e\u00edv\u00e1te?<\/h3>\n

Mysl\u00edm, \u017ee mus\u00edm \u0159\u00edct Reddit<\/a>. Nenach\u00e1z\u00edm tam v\u017edy ten nejlep\u0161\u00ed obsah a obecn\u011b v n\u011bm nevid\u00edm p\u0159\u00edli\u0161 velk\u00fd potenci\u00e1l pro firmy, proto ho nevyu\u017e\u00edv\u00e1m tak \u010dasto a r\u00e1d, jak bych ho vyu\u017e\u00edval obvykle.<\/p>\n

Jak\u00e1 je va\u0161e nejobl\u00edben\u011bj\u0161\u00ed soci\u00e1ln\u00ed s\u00ed\u0165 a pro\u010d?<\/h3>\n

Moje nejobl\u00edben\u011bj\u0161\u00ed soci\u00e1ln\u00ed s\u00ed\u0165 je moment\u00e1ln\u011b Viddy<\/a>, proto\u017ee v n\u011bm vid\u00edm budoucnost videa v mobilu. Jen si uv\u011bdomte, jak\u00e9 m\u00edsto m\u00e1 te\u010f Instagram v medi\u00e1ln\u00edm mixu firem. Viddy je budouc\u00ed dopln\u011bk pro v\u0161echny firmy a organizace, kter\u00e9 cht\u011bj\u00ed podpo\u0159it svou p\u0159\u00edtomnost v mobiln\u00edm sv\u011bt\u011b.<\/p>\n

Je podle v\u00e1s Facebook n\u00e1stroj p\u0159\u00edm\u00e9ho marketingu? Je mo\u017en\u00e9 prod\u00e1vat p\u0159\u00edmo p\u0159es Facebook, nebo je to sp\u00ed\u0161e prost\u0159edek pro propagaci a komunikaci zna\u010dky?<\/h3>\n

Rozhodn\u011b nevid\u00edm Facebook jako n\u00e1stroj p\u0159\u00edm\u00e9ho marketingu, ale sp\u00ed\u0161e jako platformu pro v\u00fdvoj zna\u010dky. P\u0159\u00edm\u00fd prodej se dost \u010dasto vyvine i z Facebooku nebo jin\u00fdch soci\u00e1ln\u00edch s\u00edt\u00ed, ale nen\u00ed to tak frekventovan\u00e9, jak by se tomu stalo z jin\u00fdch online marketingov\u00fd kan\u00e1l\u016f. Prodejn\u00ed trycht\u00fd\u0159 na soci\u00e1ln\u00edch s\u00edt\u00ed vypad\u00e1 prost\u011b trochu jinak, ne\u017e je tomu u jin\u00fdch zdroj\u016f online marketingu. \u010casto se na konverzi pod\u00edl\u00ed v\u00edce prost\u0159edk\u016f a soci\u00e1ln\u00ed s\u00edt\u011b tuto rovnici rozhodn\u011b ovliv\u0148uj\u00ed na jej\u00edm za\u010d\u00e1tku, uprost\u0159ed, v z\u00e1v\u011bru nebo p\u0159i ka\u017ed\u00e9m kroku v r\u00e1mci rozhodov\u00e1n\u00ed o n\u00e1kupu. Norm\u00e1ln\u011b jsou online prodeje evidov\u00e1ny od prvn\u00edho k posledn\u00edmu kliknut\u00ed, ale to u vyhodnocov\u00e1n\u00ed efektivity soci\u00e1ln\u00edch s\u00edt\u00ed ur\u010dit\u011b nefunguje.<\/p>\n

Pokud se v\u00e1m rozhovor l\u00edbil, budeme r\u00e1di za sd\u00edlen\u00ed na n\u011bkter\u00e9 z va\u0161ich obl\u00edben\u00fdch soci\u00e1ln\u00edch s\u00edt\u00ed. Na p\u0159\u00ed\u0161t\u00ed t\u00fdden pro v\u00e1s p\u0159ipravujeme rozhovor s velmi zaj\u00edmavou marketingovou agenturou, Likeable Media<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Na\u0161im dal\u0161\u00edm zpov\u00eddan\u00fdm se stal Brian Honigman, mlad\u00fd mana\u017eer online marketingu u od\u011bvn\u00ed zna\u010dky Marc Ecko Enterprises, pravideln\u00fd p\u0159isp\u011bvatel pro Mashable, Business Insider a n\u011bkolik dal\u0161\u00edch web\u016f. S Brianem jsme mluvili o SEO, bloggov\u00e1n\u00ed i o soci\u00e1ln\u00edch s\u00edt\u00edch obecn\u011b. Je podle Briana SEO mrtv\u00e9? Jak reagovat na \u0161patn\u00e9 reakce na soci\u00e1ln\u00edch s\u00edt\u00edch? To v\u0161e a spoustu dal\u0161\u00edho se dozv\u00edte v tomto inspirativn\u00edm rozhovoru.<\/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-1686","post","type-post","status-publish","format-standard","hentry","category-marketing"],"yoast_head":"\nRozhovor: Brian Honigman | 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-honigman\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rozhovor: Brian Honigman | igloonet blog\" \/>\n<meta property=\"og:description\" content=\"Na\u0161im dal\u0161\u00edm zpov\u00eddan\u00fdm se stal Brian Honigman, mlad\u00fd mana\u017eer online marketingu u od\u011bvn\u00ed zna\u010dky Marc Ecko Enterprises, pravideln\u00fd p\u0159isp\u011bvatel pro Mashable, Business Insider a n\u011bkolik dal\u0161\u00edch web\u016f. S Brianem jsme mluvili o SEO, bloggov\u00e1n\u00ed i o soci\u00e1ln\u00edch s\u00edt\u00edch obecn\u011b. Je podle Briana SEO mrtv\u00e9? Jak reagovat na \u0161patn\u00e9 reakce na soci\u00e1ln\u00edch s\u00edt\u00edch? 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