{"id":3351,"date":"2024-11-20T08:28:40","date_gmt":"2024-11-20T07:28:40","guid":{"rendered":"https:\/\/andrekohout.cz\/pisu-si\/?p=3351"},"modified":"2025-10-11T10:37:32","modified_gmt":"2025-10-11T08:37:32","slug":"influencer-marketing-a-zkusene-brandy-jak-s-nim-pracuji","status":"publish","type":"post","link":"https:\/\/andrekohout.cz\/pisu-si\/2024\/11\/20\/influencer-marketing-a-zkusene-brandy-jak-s-nim-pracuji\/","title":{"rendered":"Influencer marketing a zku\u0161en\u00e9 brandy. Jak s n\u00edm pracuj\u00ed?"},"content":{"rendered":"\n

O influencer marketingu u\u017e u m\u011b p\u00e1r \u010dl\u00e1nk\u016f najde\u0161<\/a>. Naposledy jsem t\u011b sezn\u00e1mil s d\u016fvody, pro\u010d a jak ho \u00fasp\u011b\u0161n\u011b d\u011blat<\/a>. V tomto \u010dl\u00e1nku se na influencer marketing pod\u00edv\u00e1me ale tro\u0161ku jinak. Zeptal jsem se zku\u0161en\u00fdch podnikatel\u016f a zam\u011bstnanc\u016f \u00fasp\u011b\u0161n\u00fdch firem na jejich zku\u0161enosti a polo\u017eil jim ot\u00e1zky, kter\u00e9 by t\u011b mohly zaj\u00edmat. V \u010dem vid\u00ed z\u00e1sadn\u00ed v\u00fdhodu tohoto n\u00e1stroje? S kolika influencery spolupracuj\u00ed? A kolik procent jejich obratu tvo\u0159\u00ed influencer marketing? \u010cti d\u00e1l.<\/p>\n\n\n\n

Z\u00e1jem o influencer marketing roste, proto\u017ee funguje<\/h2>\n\n\n\n

Influencer marketing se stal popul\u00e1rn\u00edm z n\u011bkolika d\u016fvod\u016f. Jedn\u00edm z nich je schopnost influencer\u016f vytv\u00e1\u0159et autentick\u00fd obsah, kter\u00fd rezonuje s jejich publikem. Na rozd\u00edl od tradi\u010dn\u00edch reklamn\u00edch kampan\u00ed, obsah vytvo\u0159en\u00fd influencery je obvykle pova\u017eov\u00e1n za d\u016fv\u011bryhodn\u011bj\u0161\u00ed a autenti\u010dt\u011bj\u0161\u00ed. <\/p>\n\n\n\n

Firmy jako t\u0159eba Tren\u00fdrk\u00e1rna<\/a>, Grizly<\/a>, Zoot<\/a> nebo Z\u00e1silkovna<\/a> jsou skv\u011bl\u00fdmi p\u0159\u00edklady \u00fasp\u011b\u0161n\u00e9ho vyu\u017eit\u00ed influencer marketingu. Tyto spole\u010dnosti investuj\u00ed zna\u010dn\u00e9 \u010d\u00e1stky do spolupr\u00e1ce s influencery, co\u017e p\u0159in\u00e1\u0161\u00ed pozitivn\u00ed v\u00fdsledky, jako je zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o zna\u010dce a n\u00e1r\u016fst prodeje. D\u00e1le se zam\u011b\u0159uj\u00ed na autentick\u00fd obsah a pe\u010dliv\u011b vybranou c\u00edlovou skupinu, \u010d\u00edm\u017e dosahuj\u00ed vysok\u00e9 \u00fa\u010dinnosti sv\u00fdch kampan\u00ed. Tyto \u00fasp\u011bchy ukazuj\u00ed, jak m\u016f\u017ee influencer marketing efektivn\u011b pos\u00edlit zna\u010dku a p\u0159isp\u011bt k jej\u00edm obchodn\u00edm c\u00edl\u016fm.<\/p>\n\n\n\n

Influencer marketing je mocn\u00fd n\u00e1stroj, kter\u00fd m\u016f\u017ee firm\u00e1m pomoci dos\u00e1hnout jejich marketingov\u00fdch c\u00edl\u016f. Spr\u00e1vn\u011b proveden\u00e9 kampan\u011b mohou v\u00e9st k neo\u010dek\u00e1van\u00fdm v\u00fdsledk\u016fm. <\/p>\n\n\n\n

N\u00e1sleduj\u00edc\u00ed \u010d\u00e1st \u010dl\u00e1nku p\u0159in\u00e1\u0161\u00ed zpov\u011bdi podnikatel\u016f, kte\u0159\u00ed se pod\u011bl\u00ed o sv\u00e9 zku\u0161enosti s influencer marketingem, v\u010detn\u011b toho, jak vyb\u00edraj\u00ed influencery, jak\u00e9 v\u00fdhody a probl\u00e9my vn\u00edmaj\u00ed a jak\u00e9 konkr\u00e9tn\u00ed v\u00fdsledky dos\u00e1hli. Jdeme na to.<\/p>\n\n\n\n

Co o influencer marketingu \u0159\u00edkaj\u00ed zku\u0161en\u00ed<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

V \u010dem vid\u00edte z\u00e1sadn\u00ed v\u00fdhodu influencer marketingu oproti jin\u00fdm kan\u00e1l\u016fm? <\/strong><\/p>\n\n\n\n

Rychlost reakce kampan\u011b p\u0159i performance targetu (slevov\u00fd k\u00f3d).<\/em><\/p>\n\n\n\n

Na druhou stranu, kde podle v\u00e1s m\u016f\u017ee nastat nejv\u011bt\u0161\u00ed probl\u00e9m? <\/strong><\/p>\n\n\n\n

\u0160patn\u00fd timing, zad\u00e1n\u00ed, ale t\u0159eba i zpracov\u00e1n\u00ed contentu influencerem. Chybu nelze vz\u00edt zp\u011bt v r\u00e1mci pr\u00e1v\u011b prob\u00edhaj\u00edc\u00ed akce.<\/em><\/p>\n\n\n\n

S kolika influencery spolupracujete? Je jich v\u00edce najednou?<\/strong><\/p>\n\n\n\n

20+ a ano, je jich v\u00edce najednou.<\/em><\/p>\n\n\n\n

Jak vid\u00edte komunikaci s influencery? D\u00e1 se to n\u011bjak zobecnit?<\/strong><\/p>\n\n\n\n

D\u016fle\u017eit\u00e1 sou\u010d\u00e1st marketing mixu, kter\u00e1 je ov\u0161em organiza\u010dn\u011b a komunika\u010dn\u011b velmi n\u00e1ro\u010dn\u00e1.<\/em><\/p>\n\n\n\n

Kolik procent obratu v\u00e1m tvo\u0159\u00ed influencer marketing? <\/strong><\/p>\n\n\n\n

Nezodpov\u011bzeno.<\/em><\/p>\n\n\n\n

Kolik v\u00e1m nejv\u00edc vyd\u011blala kampa\u0148 s influencerem?<\/strong><\/p>\n\n\n\n

Vy\u0161\u0161\u00ed jednotky milion\u016f za 24 hodin.<\/em><\/p>\n\n\n\n

Na co v\u0161echno influencery vyu\u017e\u00edv\u00e1te? (prodej produktu, ozn\u00e1men\u00ed novinek, sout\u011b\u017e, ambasador zna\u010dky\u2026)<\/strong><\/p>\n\n\n\n

Podle typu influencera rozd\u011blujeme na brandov\u00e9 a performance influencery. Performance pom\u00e1haj\u00ed, jak ji\u017e n\u00e1zev napov\u00edd\u00e1, tla\u010dit v\u00fdkon vybran\u00e9 kampan\u011b a jej\u00ed incentivy. Brand influence\u0159i komunikuj\u00ed v\u011bt\u0161inou dlouhodob\u00e9 t\u00e9ma nebo hlavn\u00ed sd\u011blen\u00ed kampan\u011b.<\/em><\/p>\n\n\n\n

Podle \u010deho dan\u00e9ho influencera vyb\u00edr\u00e1te ja ak spolupr\u00e1ce s influencery evidujete?<\/strong><\/p>\n\n\n\n

Outsourcujeme u agentury.<\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

V \u010dem vid\u00edte z\u00e1sadn\u00ed v\u00fdhodu influencer marketingu oproti jin\u00fdm kan\u00e1l\u016fm?<\/strong><\/p>\n\n\n\n

Neberu to jako v\u00fdhodu oproti jin\u00fdm kan\u00e1l\u016fm. M\u00e1me n\u011bkolik c\u00edlov\u00fdch skupin, kter\u00e9 se sna\u017e\u00edme oslovit a pr\u00e1v\u011b influ marketing je jedn\u00edm z n\u011bkolika kan\u00e1l\u016f, kter\u00fd vyu\u017e\u00edv\u00e1me. Jako v\u00fdhodu bych ale p\u0159esto vid\u011bl v mo\u017enosti kreativn\u00edho vytvo\u0159en\u00ed vhodn\u00e9 prezentace produktu\/slu\u017eby.<\/em><\/p>\n\n\n\n

Na druhou stranu, kde podle v\u00e1s m\u016f\u017ee nastat nejv\u011bt\u0161\u00ed probl\u00e9m?<\/strong><\/p>\n\n\n\n

Je nutn\u00e9 si uv\u011bdomit, kdo je m\u00e1 c\u00edlovka a zda se m\u016fj produkt\/slu\u017eba hod\u00ed na m\u00e9dia, kde se dan\u00ed influence\u0159i pohybuj\u00ed. Z\u00e1rove\u0148 m\u016f\u017ee b\u00fdt zp\u016fsob komunikace na dan\u00e9m m\u00e9diu nevhodn\u00fd (dle subjektivn\u00edho vn\u00edm\u00e1n\u00ed) ke komunikaci na dan\u00e9m m\u00e9diu.<\/em><\/p>\n\n\n\n

S kolika influencery spolupracujete? Je jich v\u00edce najednou?<\/strong><\/p>\n\n\n\n

Ni\u017e\u0161\u00ed des\u00edtky. Ano, je jich v\u00edce najednou. Uzav\u00edr\u00e1me sp\u00ed\u0161e d\u00e9le trvaj\u00edc\u00ed spolupr\u00e1ce ne\u017e jen kampa\u0148ov\u00e9.<\/em><\/p>\n\n\n\n

Jak vid\u00edte komunikaci s influencery? D\u00e1 se to n\u011bjak zobecnit?<\/strong><\/p>\n\n\n\n

Dobr\u00fd sluha, ale zl\u00fd p\u00e1n. \ud83d\ude0a Je to asi jako se v\u0161emi ostatn\u00edmi kan\u00e1ly. S n\u011bkter\u00fdmi se velmi slo\u017eit\u011b komunikuje, v\u00fdstup nebo v\u00fdsledky nemus\u00ed splnit o\u010dek\u00e1v\u00e1n\u00ed. Nev\u00edm, zda bych to n\u011bjak zobec\u0148oval, ale ta komunikace a dohodnut\u00ed v\u0161ech n\u00e1le\u017eitost\u00ed je prost\u011b v\u017edy hrozn\u00fd \u201eoser\u201c. A je v podstat\u011b jedno, zda se jedn\u00e1 o velk\u00e9ho influ v \u0159\u00e1dech vy\u0161\u0161\u00edch des\u00edtek nebo stovek tis\u00edc\u016f folower\u016f, kde se v\u0161e dlouho lad\u00ed a n\u011bkdy je slo\u017eit\u00e1 domluva, nebo o mikroinfluencery, kte\u0159\u00ed uv\u00e1d\u011bj\u00ed v \u00fa\u017eas p\u0159edev\u0161\u00edm na\u0161e finan\u010dn\u00ed odd\u011blen\u00ed. \ud83d\ude0a<\/em><\/p>\n\n\n\n

Kolik procent obratu v\u00e1m tvo\u0159\u00ed influencer marketing?<\/strong><\/p>\n\n\n\n

\u00dapln\u00fd zlomek. Cca do 5 %. Ale op\u011bt je to velmi r\u016fznorod\u00e9 a z\u00e1le\u017e\u00ed na tom, jakou m\u00e1me znalost zna\u010dky v dan\u00e9 zemi. \u010c\u00edsla jsou diametr\u00e1ln\u011b odli\u0161n\u00e1 v \u010cesku nebo t\u0159eba v Ma\u010farsku nebo Rumunsku.<\/em><\/p>\n\n\n\n

Kolik v\u00e1m nejv\u00edc vyd\u011blala kampa\u0148 s influencerem?<\/strong><\/p>\n\n\n\n

\u0158\u00e1dov\u011b vy\u0161\u0161\u00ed statis\u00edce a\u017e ni\u017e\u0161\u00ed jednotky milion\u016f. Z\u00e1le\u017e\u00ed za jak\u00e9 obdob\u00ed.<\/em><\/p>\n\n\n\n

Na co v\u0161echno influencery vyu\u017e\u00edv\u00e1te? (prodej produktu, ozn\u00e1men\u00ed novinek, sout\u011b\u017e, ambasador zna\u010dky\u2026)<\/strong><\/p>\n\n\n\n

M\u00e1m takov\u00e9 3 z\u00e1kladn\u00ed body, pro\u010d bychom m\u011bli s vybran\u00fdm influ spolupracovat. 1) Tr\u017eby, 2) Dosah, 3) Super obsah. Samoz\u0159ejm\u011b je \u00fapln\u011b skv\u011bl\u00e9, pokud se poda\u0159\u00ed skloubit v\u0161echny 3 tyto v\u011bci dohromady, ale to se d\u011bje tak u 10-20 % influ, se kter\u00fdmi spolupracujeme. U zbyl\u00fdch vy\u010dn\u00edvaj\u00ed jen n\u011bkter\u00e9 z nich. Tohle si pravideln\u011b vyhodnocujeme a dle toho spolupr\u00e1ce ukon\u010dujeme a za\u010d\u00edn\u00e1me jin\u00e9.<\/em><\/p>\n\n\n\n

Jak spolupr\u00e1ce s influencery evidujete?<\/strong><\/p>\n\n\n\n

Google Docs, kde m\u00e1me z\u00e1kladn\u00ed info o influ v jednotliv\u00fdch zem\u00edch a k nim m\u011bs\u00ed\u010dn\u00ed vyhodnocen\u00ed z pohledu v\u00fd\u0161e uveden\u00fdch metrik.<\/em><\/p>\n\n\n\n

Podle \u010deho dan\u00e9ho influencera vyb\u00edr\u00e1te?<\/strong><\/p>\n\n\n\n

Cha, to je dobr\u00e1 ot\u00e1zka. M\u00e1me nadefinovan\u00e9 c\u00edlov\u00e9 skupiny. V na\u0161em p\u0159\u00edpad\u011b jsou pom\u011brn\u011b hodn\u011b \u0161irok\u00e9. Z nich pak vyb\u00edr\u00e1me ty, kter\u00e9 se pohybuj\u00ed na s\u00edt\u00edch, kde se pohybuj\u00ed dan\u00ed influ. A v neposledn\u00ed \u0159ad\u011b, tak\u00e9 to, co v dan\u00e9 zemi trenduje a jak se chceme pozicovat. Tak\u017ee n\u011bkde hled\u00e1me ambasadory, kte\u0159\u00ed reprezentuj\u00ed hodnoty na\u0161\u00ed zna\u010dky, jinde se pozicujeme k influ, kte\u0159\u00ed tvo\u0159\u00ed zdrav\u00e9 recepty, jinde je to vyzn\u00e1v\u00e1n\u00ed zdrav\u00e9ho \u017eivotn\u00edho stylu nebo t\u0159eba hodnocen\u00ed a porovn\u00e1v\u00e1n\u00ed produkt\u016f. Je to velmi r\u016fznorod\u00e9. Samoz\u0159ejm\u011b n\u00e1m pom\u00e1h\u00e1 v\u017edy i m\u00edstn\u00ed znalost dan\u00e9ho trhu, abychom m\u011bli n\u011bjak\u00e9 pov\u011bdom\u00ed o dan\u00fdch osobnostech. S t\u00edm n\u00e1m pom\u00e1haj\u00ed rodil\u00ed mluv\u010d\u00ed.<\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

V \u010dem vid\u00edte z\u00e1sadn\u00ed v\u00fdhodu influencer marketingu oproti jin\u00fdm kan\u00e1l\u016fm?<\/strong><\/p>\n\n\n\n

Lid\u00e9 maj\u00ed r\u00e1di doporu\u010den\u00ed a reality show. A influencer marketing m\u00e1 v sob\u011b oboje. Kdy\u017e se d\u011bl\u00e1 dob\u0159e a najde se spr\u00e1vn\u00fd influencer pro spr\u00e1vnou c\u00edlovku a produkt, tak nem\u00e1 pro\u010d nefungovat. Bude m\u00edt v\u017edy lep\u0161\u00ed v\u00fdkon ne\u017e plo\u0161n\u00e9 r\u00e1dio nebo billboardy.<\/em><\/p>\n\n\n\n

Na druhou stranu, kde podle v\u00e1s m\u016f\u017ee nastat nejv\u011bt\u0161\u00ed probl\u00e9m?<\/strong><\/p>\n\n\n\n

Pr\u00e1v\u011b ve v\u00fdb\u011bru spr\u00e1vn\u00fdch influencer\u016f, kte\u0159\u00ed se hod\u00ed k produktu a jeho c\u00edlovce. A pak v komunikaci s influencery, p\u0159\u00edprav\u011b jasn\u00e9ho a pochopiteln\u00e9ho briefu a pak v kvalitn\u00edm vyhodnocen\u00ed spolupr\u00e1ce.<\/em><\/p>\n\n\n\n

S kolika influencery spolupracujete? Je jich v\u00edce najednou?<\/strong><\/p>\n\n\n\n

V r\u00e1mci influencer agentury BF Company spolupracujeme se 700 influencery, ze kter\u00fdch vyb\u00edr\u00e1me ty hod\u00edc\u00ed se pro dan\u00e9ho klienta. V ZOOTu jsme pracovali s kolem 50 influencery m\u011bs\u00ed\u010dn\u011b, kdy jsme se sna\u017eili v\u017edy zkou\u0161et p\u00e1r nov\u00fdch a z t\u011bch nejlep\u0161\u00edch d\u011blali ambasadory zna\u010dky. To je podle m\u011b nejlep\u0161\u00ed cesta. Myslet si toti\u017e, \u017ee hned na prvn\u00ed dobrou tref\u00edm ty nejv\u00fdkonn\u011bj\u0161\u00ed spolupr\u00e1ce, to by musel b\u00fdt z\u00e1zrak.<\/em><\/p>\n\n\n\n

Jak vid\u00edte komunikaci s influencery? D\u00e1 se to n\u011bjak zobecnit?<\/strong><\/p>\n\n\n\n

Ka\u017ed\u00fd influencer je \u00fapln\u011b jin\u00fd. S n\u011bkter\u00fdmi je komunikace dobr\u00e1, s n\u011bkter\u00fdmi \u00fapln\u011b tragick\u00e1. Nen\u00ed to ani pau\u0161alizovateln\u00e9 podle po\u010dtu sleduj\u00edc\u00edch. Jako je ka\u017ed\u00fd \u010dlov\u011bk v norm\u00e1ln\u00edm \u017eivot\u011b jin\u00fd, tak i influencer m\u016f\u017ee b\u00fdt fajn pracovit\u00fd sympa\u0165\u00e1k a nebo l\u00edn\u00e9 namistrovan\u00e9 jelito.<\/em><\/p>\n\n\n\n

Kolik v\u00e1m nejv\u00edc vyd\u011blala kampa\u0148 s influencerem?<\/strong><\/p>\n\n\n\n

Ty nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed i miliony korun p\u0159i n\u00e1kladu ve stovk\u00e1ch tis\u00edc. Z\u00e1le\u017e\u00ed ale na zn\u00e1mosti brandu, velikosti portfolia produkt\u016f, akci a dal\u0161\u00edch aspektech.<\/em><\/p>\n\n\n\n

Na co v\u0161echno influencery vyu\u017e\u00edv\u00e1te? (prodej produktu, ozn\u00e1men\u00ed novinek, sout\u011b\u017e, ambasador zna\u010dky\u2026)<\/strong><\/p>\n\n\n\n

P\u0159esn\u011b na tohle.<\/em><\/p>\n\n\n\n

Jak spolupr\u00e1ce s influencery evidujete?<\/strong><\/p>\n\n\n\n

Pou\u017e\u00edv\u00e1me p\u00e1r syst\u00e9m\u016f.<\/em><\/p>\n\n\n\n

Podle \u010deho dan\u00e9ho influencera vyb\u00edr\u00e1te?<\/strong><\/p>\n\n\n\n

Vyb\u00edr\u00e1me mix influencer\u016f podle budgetu tak, aby co nejv\u00edce sed\u011bl na c\u00edlovku a aby odprezentoval produkt podle p\u0159edstav. Vtipn\u011b, luxusn\u011b, edukativn\u011b\u2026<\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

V \u010dem vid\u00edte z\u00e1sadn\u00ed v\u00fdhodu influencer marketingu oproti jin\u00fdm kan\u00e1l\u016fm?<\/strong><\/p>\n\n\n\n

V\u00edce v\u011bc\u00ed. Za m\u011b nejz\u00e1sadn\u011bj\u0161\u00ed v\u00fdhoda (z na\u0161\u00ed zku\u0161enosti) pro n\u00e1s byla mo\u017enost z\u00edskat obsah z m\u00edst, kam bychom se nebyli s produkc\u00ed nikdy schopni dostat. <\/em><\/p>\n\n\n\n

Na druhou stranu, kde podle v\u00e1s m\u016f\u017ee nastat nejv\u011bt\u0161\u00ed probl\u00e9m?<\/strong><\/p>\n\n\n\n

Nastaven\u00ed o\u010dek\u00e1v\u00e1n\u00ed. Je t\u0159eba si na za\u010d\u00e1tku na \u00farovni cel\u00e9 marketingov\u00e9 strategie vydefinovat, jak\u00fd je c\u00edl. A nem\u00edt r\u016f\u017eov\u00e9 br\u00fdle, naopak zmen\u0161ovat ty velk\u00e9 o\u010di. <\/em><\/p>\n\n\n\n

S kolika influencery spolupracujete? Je jich v\u00edce najednou?<\/strong><\/p>\n\n\n\n

Ano. U r\u016fzn\u00fdch klient\u016f \u0159e\u0161\u00edme v\u00edc influencer\u016f najednou. Pokud to d\u00e1v\u00e1 smysl, sna\u017e\u00edme se je propojovat. <\/em><\/p>\n\n\n\n

Jak vid\u00edte komunikaci s influencery? D\u00e1 se to n\u011bjak zobecnit?<\/strong><\/p>\n\n\n\n

Nemysl\u00edm si, \u017ee se to d\u00e1 zobecnit. Z\u00e1rove\u0148 jsem skeptick\u00fd v\u016f\u010di agreg\u00e1tor\u016fm influencer\u016f. Jde tam p\u0159ece jen o budov\u00e1n\u00ed vztahu. M\u00e1me na to vyhrazen\u00e9ho \u010dlov\u011bka, kter\u00fd s influencery komunikuje.<\/em><\/p>\n\n\n\n

Kolik procent obratu v\u00e1m tvo\u0159\u00ed influencer marketing?<\/strong><\/p>\n\n\n\n

V\u011bt\u0161inou jednotky procent. <\/em><\/p>\n\n\n\n

Kolik v\u00e1m nejv\u00edc vyd\u011blala kampa\u0148 s influencerem?<\/strong><\/p>\n\n\n\n

Nezodpov\u011bzeno.<\/em><\/p>\n\n\n\n

Na co v\u0161echno influencery vyu\u017e\u00edv\u00e1te? (prodej produktu, ozn\u00e1men\u00ed novinek, sout\u011b\u017e, ambasador zna\u010dky\u2026)<\/strong><\/p>\n\n\n\n

Doplnil bych tvorba obsahu (fotky, videa), tv\u00e1\u0159 reklam apod. (co\u017e je asi ten ambassadorship, co? :D) <\/em><\/p>\n\n\n\n

Jak spolupr\u00e1ce s influencery evidujete? <\/strong><\/p>\n\n\n\n

V r\u00e1mci performance slevov\u00e9 k\u00f3dy, pop\u0159 UTM & v\u00fdvoj dosah\u016f. Google sheet & Looker studio. <\/em><\/p>\n\n\n\n

Podle \u010deho dan\u00e9ho influencera vyb\u00edr\u00e1te?<\/strong><\/p>\n\n\n\n

Podle toho, jak zapad\u00e1 do konceptu brandu, podle toho, k \u010demu jej chceme vyu\u017e\u00edt. A samoz\u0159ejm\u011b pom\u011br velikost vs. cena. Ob\u010das r\u00e1di spolupracujeme s t\u011bmi, u kter\u00fdch vid\u00edme potenci\u00e1l (soon-to-be Olympionik apod). <\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

V \u010dem vid\u00edte z\u00e1sadn\u00ed v\u00fdhodu influencer marketingu oproti jin\u00fdm kan\u00e1l\u016fm?<\/strong><\/p>\n\n\n\n

Influencer marketing bude m\u00edt velk\u00fd potenci\u00e1l v t\u00e9 sv\u00e9 s\u00edle v d\u016fv\u011bryhodnosti. Tzn. ten brand zejm\u00e9na men\u0161\u00ed, kter\u00fd nem\u00e1 je\u0161t\u011b d\u016fv\u011bryhodnost vybudovanou, bude d\u00edky t\u011bm influencer\u016fm pro ty koncov\u00fd u\u017eivatele mnohem v\u00edce uv\u011b\u0159iteln\u00e9, budou m\u00edt v\u011bt\u0161\u00ed ochotu to zkusit atd.<\/em><\/p>\n\n\n\n

Na druhou stranu, kde podle v\u00e1s m\u016f\u017ee nastat nejv\u011bt\u0161\u00ed probl\u00e9m?<\/strong><\/p>\n\n\n\n

V\u00fdb\u011br influencer\u016f. Mus\u00edm spr\u00e1vn\u011b zvolit ten c\u00edl, co t\u00edm chci dok\u00e1zat, a spr\u00e1vn\u011b zvolil skrz koho a tu message. To znamen\u00e1 takovej ten klasickej mix, kterej je asi v\u0161ude, ale tady to bude velmi z\u00e1sadn\u00ed v t\u00fd volb\u011b toho influencera, zda to bude \u00fasp\u011b\u0161n\u00e9, nebo ne.<\/em><\/p>\n\n\n\n

S kolika influencery spolupracujete? Je jich v\u00edce najednou?<\/strong><\/p>\n\n\n\n

Dlouhodob\u011b spolupracujeme asi jen se dv\u011bma, co\u017e je Karlos a Lela. Ale jinak m\u00e1me i n\u00e1razov\u00fd kampan\u011b, spolupracujeme s v\u00edcero\u2026 Ale my asi nejsme ten nejlep\u0161\u00ed p\u0159\u00edklad t\u011bch influencer kampan\u00ed.<\/em><\/p>\n\n\n\n

Jak vid\u00edte komunikaci s influencery? D\u00e1 se to n\u011bjak zobecnit?<\/strong><\/p>\n\n\n\n

Ne, ka\u017edej je jinej, ka\u017ed\u00fd \u010dlov\u011bk. M\u00e1me zku\u0161enost s t\u00edm, \u017ee se s nima nedalo mluvit, m\u00e1me zku\u0161enost tu, \u017ee se s nima d\u00e1 skv\u011ble domluvit, tak\u017ee to si mysl\u00edm, \u017ee je \u010dlov\u011bk od \u010dlov\u011bka jako v \u017eivot\u011b. D\u016fle\u017eit\u00fd ale je podle m\u011b je hned na za\u010d\u00e1tku si definovat ide\u00e1ln\u011b p\u00edsemnou formou, co od toho ob\u011b strany \u010dekaj\u00ed, jak\u00fd by m\u011bl b\u00fdt form\u00e1t, a to i do detailu. My jsme se t\u0159eba sp\u00e1lili, \u017ee jsme m\u011bli definovan\u00fd, \u017ee je pot\u0159eba, aby byl vid\u011bt produkt a ten produkt mohla b\u00fdt jen krabi\u010dka od t\u011bch trenek. A \u0159\u00edk\u00e1me hele, ale nejsou vid\u011bt trenky, a odpov\u011b\u010f byla \u201eno ale ten produkt jsou ty krabi\u010dky\u201c. No, tak to jsme se nepochopili.<\/em><\/p>\n\n\n\n

Kolik procent obratu v\u00e1m tvo\u0159\u00ed influencer marketing?<\/strong><\/p>\n\n\n\n

Hele to se asi u n\u00e1s ned\u00e1 takhle jednozna\u010dn\u011b definovat, \u017ee by to bylo jako n\u011bjak\u00fd procento obratu. Jestli mysl\u00ed\u0161 jako p\u0159\u00edjmov\u00fdho, jestli mysl\u00ed\u0161 jako objem obratu jako kolik n\u00e1s to stoj\u00ed.. Tyjo, tak to takhle nev\u00edm, jako nebude to nic z\u00e1sadn\u00edho v tom objemu na\u0161em marketingovym. Jako p\u0159esn\u00fd \u010d\u00edsla nem\u00e1m.<\/em><\/p>\n\n\n\n

Kolik v\u00e1m nejv\u00edc vyd\u011blala kampa\u0148 s influencerem?<\/strong><\/p>\n\n\n\n

Tam asi bude v\u017edycky bude d\u016fle\u017eit\u00e1 ta prvn\u00ed investice no. Jako\u017ee kdy\u017e to ud\u011bl\u00e1\u0161 s n\u011bk\u00fdm za 10 000 K\u010d a on ti vyd\u011bl\u00e1 50k, tak je to v\u00edc nebo m\u00ed\u0148, ne\u017e kdy\u017e n\u011bkomu d\u00e1m milion a on mi vyd\u011bl\u00e1 2, jo… Jako ten n\u00e1sobek toho. Jako j\u00e1 si nemysl\u00edm, \u017ee to jde takhle performancov\u011b \u0159\u00edct. N\u011bkter\u00fd n\u00e1m vyd\u011blaj, n\u011bkter\u00fd n\u00e1m nevyd\u011blaj. N\u011bkter\u00fd n\u00e1m vyd\u011blaj, nev\u00edm, kr\u00e1t 2, co\u017e je podle m\u011b maximum, pokud se bav\u00edme o zisku. N\u011bkter\u00fd n\u00e1m prod\u011blaj, dokonce i v\u011bt\u0161ina z nich\u2026 My se to sna\u017e\u00edme br\u00e1t i p\u0159es n\u011bjak\u00fd dosahy, brandov\u00fd aktivity atd., tak\u017ee to je pot\u0159eba tam dodat.<\/em><\/p>\n\n\n\n

Na co v\u0161echno influencery vyu\u017e\u00edv\u00e1te? (prodej produktu, ozn\u00e1men\u00ed novinek, sout\u011b\u017e, ambasador zna\u010dky\u2026)<\/strong><\/p>\n\n\n\n

No, tak m\u00e1me ambasadora, co\u017e je Karlos. Pou\u017e\u00edv\u00e1me ho k roz\u0161\u00ed\u0159en\u00ed t\u00fd na\u0161\u00ed komunikace, m\u00e1me t\u0159eba n\u011bjakou novinku, tak se to sna\u017e\u00edme p\u0159es n\u011bj odkomunikovat, m\u00e1me n\u011bjakou akci, tak se to sna\u017e\u00edme p\u0159es n\u011bj komunikovat, sna\u017e\u00edme se komunikovat i ty v\u00fdhody toho produktu atd. Je to mix \u2013 \u0161irok\u00e1 \u0161k\u00e1la v\u011bc\u00ed.<\/em><\/p>\n\n\n\n

Jak spolupr\u00e1ce s influencery evidujete? <\/strong><\/p>\n\n\n\n

Evidujeme v Excelu. Nem\u00e1me na to n\u011bjakej sofistikovanej syst\u00e9m, jak evidujeme spolupr\u00e1ce. Ono jich nen\u00ed tolik, tak\u017ee by ned\u00e1valo smysl ani m\u00edt v n\u011bjak\u00e9 aplikaci.<\/em><\/p>\n\n\n\n

Podle \u010deho dan\u00e9ho influencera vyb\u00edr\u00e1te?<\/strong><\/p>\n\n\n\n

Je to mix. N\u011bjak\u00fd dosahy, \u010d\u00edsla, n\u011bjak\u00e1 korelace toho, co on d\u011bl\u00e1, s t\u00edm na\u0161\u00edm brandem.. respektive n\u011bjakou message, kterou chceme sd\u011blit atd. Tam je hodn\u011b parametr\u016f, s t\u00edm jak fungujem, jak reaguje, jestli to v\u016fbec chce d\u011blat, nebo ne.<\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

V \u010dem vid\u00edte z\u00e1sadn\u00ed v\u00fdhodu influencer marketingu oproti jin\u00fdm kan\u00e1l\u016fm?<\/strong><\/p>\n\n\n\n

Pokud zvol\u00edte vhodn\u00e9ho influencera, m\u00e1te mo\u017enost jeho sleduj\u00edc\u00ed (kte\u0159\u00ed by m\u011bli odpov\u00eddat va\u0161\u00ed c\u00edlovce) oslovit nen\u00e1siln\u00fdm a autentick\u00fdm zp\u016fsobem. Ned\u00e1v\u00e1 smysl si vyb\u00edrat ta nejv\u011bt\u0161\u00ed jm\u00e9na, kter\u00e1 maj\u00ed hodn\u011b spoluprac\u00ed, a kde v\u00e1\u0161 brand jednodu\u0161e zapadne a nen\u00ed to uv\u011b\u0159iteln\u00e9. Je lep\u0161\u00ed s\u00e1zet na dlouhodobou spolupr\u00e1ci a opravdovost. Pl\u00e1cn\u011bte si ide\u00e1ln\u011b s t\u00edm, kdo va\u0161i slu\u017ebu nebo produkt opravdu zn\u00e1 a pou\u017e\u00edv\u00e1.<\/em><\/p>\n\n\n\n

Na druhou stranu, kde podle v\u00e1s m\u016f\u017ee nastat nejv\u011bt\u0161\u00ed probl\u00e9m?<\/strong><\/p>\n\n\n\n

\u010casto v komunikaci, nepochopen\u00ed zad\u00e1n\u00ed, odli\u0161n\u00e1 o\u010dek\u00e1v\u00e1n\u00ed. N\u011bkdy to pozn\u00e1te u\u017e na za\u010d\u00e1tku \u2013 zvol\u00edte \u201e\u0161patn\u00e9ho\u201c influencera a kdy\u017e pou\u017eiju v\u00fdraz Gen-Z koleg\u016f, prost\u011b v\u00e1m to \u201enevajb\u00ed\u201c.  <\/em><\/p>\n\n\n\n

Rozhodn\u011b je d\u016fle\u017eit\u00e9 si v\u017edycky pohl\u00eddat zp\u016fsob prezentov\u00e1n\u00ed produktu\/zna\u010dky p\u0159edev\u0161\u00edm v po\u010d\u00e1tc\u00edch spolupr\u00e1ce.  <\/em><\/p>\n\n\n\n

S kolika influencery spolupracujete? Je jich v\u00edce najednou?<\/strong><\/p>\n\n\n\n

Spolupracujeme s n\u011bkolika influencery najednou z r\u016fzn\u00fdch skupin, p\u0159esn\u00e9 \u010d\u00edslo v\u00e1m asi ne\u0159eknu.<\/em><\/p>\n\n\n\n

Jak vid\u00edte komunikaci s influencery? D\u00e1 se to n\u011bjak zobecnit?<\/strong><\/p>\n\n\n\n

V\u017edy z\u00e1le\u017e\u00ed na influencerovi, s n\u011bkter\u00fdmi je komunikace jednoduch\u00e1 a rozum\u00edme si \u201ena prvn\u00ed dobrou\u201c, n\u011bkdo pot\u0159ebuje jasn\u00fd brief a chce si v\u0161echno schvalovat. N\u011bkoho dod\u00e1v\u00e1 v\u00fdstupy v\u010das, n\u011bkoho mus\u00edte urgovat. V\u017edy se sna\u017e\u00edme m\u00edt vztah, kter\u00fd funguje vz\u00e1jemn\u011b, pak je komunikace jednodu\u0161\u0161\u00ed<\/em>.<\/p>\n\n\n\n

Kolik procent obratu v\u00e1m tvo\u0159\u00ed influencer marketing?<\/strong><\/p>\n\n\n\n

U n\u00e1s to nelze takto p\u0159esn\u011b definovat, jsme trochu jin\u00fd typ businessu. Influencery nevyu\u017e\u00edv\u00e1me jen \u010dist\u011b na komunikaci slevov\u00fdch k\u00f3d\u016f, kde p\u0159\u00ednos spo\u010d\u00edt\u00e1te pom\u011brn\u011b snadno.<\/em><\/p>\n\n\n\n

Kolik v\u00e1m nejv\u00edc vyd\u011blala kampa\u0148 s influencerem?<\/strong><\/p>\n\n\n\n

Viz p\u0159edchoz\u00ed ot\u00e1zka. \ud83d\ude42<\/em><\/p>\n\n\n\n

Na co v\u0161echno influencery vyu\u017e\u00edv\u00e1te? (prodej produktu, ozn\u00e1men\u00ed novinek, sout\u011b\u017e, ambasador zna\u010dky\u2026)<\/strong><\/p>\n\n\n\n

Ta \u0161k\u00e1la je pom\u011brn\u011b pestr\u00e1, od komunikace slu\u017eeb Z\u00e1silkovny, nov\u00fdch vychyt\u00e1vek v appce, sd\u00edlen\u00ed promo k\u00f3d\u016f a\u017e po edukativn\u00ed content nebo brandov\u00e1 videa.<\/em><\/p>\n\n\n\n

Jak spolupr\u00e1ce s influencery evidujete? <\/strong><\/p>\n\n\n\n

Vyu\u017e\u00edv\u00e1me intern\u00ed n\u00e1stroje. Jak na evidenci, tak na vyhodnocov\u00e1n\u00ed, proto\u017ee na\u0161e spolupr\u00e1ce jsou nap\u0159\u00edklad oproti klasick\u00e9mu e-shopu v n\u011bkter\u00fdch ohledech specifick\u00e9.<\/em><\/p>\n\n\n\n

Podle \u010deho dan\u00e9ho influencera vyb\u00edr\u00e1te?<\/strong><\/p>\n\n\n\n

Je to v\u017edycky kombinace n\u011bkolika faktor\u016f – komunikace influencera, jeho zam\u011b\u0159en\u00ed, vztah k Z\u00e1silkovn\u011b a v neposledn\u00ed \u0159ad\u011b i ur\u010dit\u00e1 chemie. Z\u00e1le\u017e\u00ed n\u00e1m na tom, aby to byl prost\u011b match na obou stran\u00e1ch.<\/em><\/p>\n\n\n\n

\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n","protected":false},"excerpt":{"rendered":"

O influencer marketingu u\u017e u m\u011b p\u00e1r \u010dl\u00e1nk\u016f najde\u0161. Naposledy jsem t\u011b sezn\u00e1mil s d\u016fvody, pro\u010d a jak ho \u00fasp\u011b\u0161n\u011b d\u011blat. V tomto \u010dl\u00e1nku se na influencer marketing pod\u00edv\u00e1me ale tro\u0161ku jinak. Zeptal jsem se zku\u0161en\u00fdch podnikatel\u016f a zam\u011bstnanc\u016f \u00fasp\u011b\u0161n\u00fdch firem na jejich zku\u0161enosti a polo\u017eil jim ot\u00e1zky, kter\u00e9 by t\u011b mohly zaj\u00edmat. V \u010dem […]<\/p>\n","protected":false},"author":3,"featured_media":4595,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[2,21],"tags":[87,30,6,7,12,106,8,13,101,108],"acf":[],"yoast_head":"\nInfluencer marketing a zku\u0161en\u00e9 brandy. Jak s n\u00edm pracuj\u00ed? | Andr\u00e9 Kohout si p\u00ed\u0161e<\/title>\n<meta name=\"description\" content=\"V \u010dem vid\u00ed \u00fasp\u011b\u0161n\u00ed podnikatel\u00e9 z\u00e1sadn\u00ed v\u00fdhodu influencer marketingu? A kolik procent jejich obratu tvo\u0159\u00ed? A jak influencery vyb\u00edraj\u00ed? Mrkni na to.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/andrekohout.cz\/pisu-si\/2024\/11\/20\/influencer-marketing-a-zkusene-brandy-jak-s-nim-pracuji\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencer marketing a zku\u0161en\u00e9 brandy. 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