Čo je to tá social media stratégia? - in form slovakia · moodboard. brief moodboard. brief...
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Čo je to tá social media stratégia?
2013Michal Pastier
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Ľudia robia to isté a čakajú iné výsledky
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Times when my followers are online via
Správny čas na status
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Dĺžka Facebook statusov
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Formát na zdieľanie
URL at the end & hash tag next to the URL
URL in the center of text blocks, no usernames or hashes around it
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Only 18% of Clicks Go Here
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82% Go Here
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Poďme všetko merať!
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Riešenie je pred nami, len ho prehliadame
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Čo je to tá social media stratégia?
MARKETINGOVÁ STRATÉGIA!
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Insight hunting
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Insight hunting
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Insight hunting
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Insight hunting – meeting haters
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Insight hunting
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Strategie – vývoj cz lifestyleSebevědom
í
Bezstarostní
ZodpovědníStarostliví
Troufalí
Dru
žní
+4%
2007 -> 2010
+1%
-4% -2%
-1%
+1%
Česká společnost zareagovala na krizi „pozitivním eskapizmem“ - ještě větším příklonem k bezstarostnosti a sociálnosti
ZDROJ: Needscope Life Style CZ, TNS AISA 2007/2010
Data trends hunting
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InsightNa čo reagujú mamičky
How To Identify Big Idea
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Poskytnuté obrázky do kampane
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The worst CTR
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The Best CTR
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AntitrendCase Study
How To Identify Big Idea
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REAL MAN
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StrategyTREND
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Alternatívny hrdinovia
• The men are still boys, therefore their role models are superheroes instead of real people
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Kde je real man?
REAL MAN MAN?
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Kde je real man?
REAL MAN MAN?
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Kde je real man?
REAL MAN MAN?
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• MASO stratégia• Web, Facebook content, promotions, ATL…
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• The Radegast will ask Moravian men to find out rules of REAL MAN!
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Desatoro
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Idea generuje content
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Idea generuje content
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Idea generuje content
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Idea generuje content
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Idea generuje content
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Idea generuje content
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Idea generuje content
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AntitrendCase Study
How To Identify Big Idea
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Creative tools:Moodboard
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Brief Moodboard
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Brief Moodboard
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Target Group Moodboard
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Arthur
Zeus
King Lear
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(1= skvelý, 2= dobrý, 3= nedostatočný, 4= neprijateľný)
= Riešenie je založené na spotrebiteľskom insighte:= Kompatibilita so značkou:= Jasne odovzdané posolstvo z briefu := Originalita, inovatívnosť riešenia= Potenciál pre šírenie medzi spotrebiteľmi (AWE, HNEV)= Potenciál pre PR – funguje ako titulka novín?= Exekúcia podporuje ideu a naopak= Riešenie prináša úžitok - praktický, emocionálny= Riešenie obsahuje racio aj emócie?= Riešenie vytvára priestor pre tvorbu contentu pre social media
HODNOTENIE NÁVRHOV V ZARAGUZE
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Funguje nápad ako titulka novín?
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© 2009 Awareness CONFIDENTIAL
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Statue made of pills in TV
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Generuje content?
HODNOTENIE NÁVRHOV
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ZARAGUZA DIGITALSMART STRATEGY
• Shareable - share ready content• Measurable - data, changes, results• Attractive - wow attractions plus racio• Ready - media topics, not just campaigns• Topic – as content generator
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Social media stratégia je vaša marketingová stratégia
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To ako sa správate k zákazníkom
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Ako predávate
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Čo môžem odfotiť vo vašom obchode
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Ako vyzerá vaša budova
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Ako balíte svoje výrobky
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Ako balíte výrobky, ktoré predávate
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Príbeh aj cez názov - antistresový obal
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Ako vystavujete produkt
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Aké máte darčekové predmety
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Ako voláte svoj produkt
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Čo máte na firemnom aute
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MASO
Stiahnite si plagát sústavy marketingových prvkov na