{"id":3343,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/nano-mikro-makro-mega-influenceri-jakeho-si-vlastne-vybrat\/"},"modified":"2024-03-13T16:12:01","modified_gmt":"2024-03-13T15:12:01","slug":"nano-mikro-makro-mega-influenceri-jakeho-si-vlastne-vybrat","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/nano-mikro-makro-mega-influenceri-jakeho-si-vlastne-vybrat\/","title":{"rendered":"Nano, mikro, makro a mega influence\u0159i. Jak\u00e9ho si vlastn\u011b vybrat?"},"content":{"rendered":"

Pojem influencer zn\u00e1me z marketingov\u00e9ho prost\u0159ed\u00ed u\u017e velmi dlouho. M\u016f\u017ee velmi dob\u0159e podpo\u0159it V\u00e1\u0161 brand, produkt nebo slu\u017ebu t\u00edm, \u017ee ji uk\u00e1\u017ee svoj\u00ed c\u00edlov\u00e9 skupin\u011b. Naj\u00edt vhodn\u00e9ho influencera m\u016f\u017ee b\u00fdt ale v\u011bt\u0161\u00ed o\u0159\u00ed\u0161ek, ne\u017e se na prvn\u00ed pohled zd\u00e1.<\/p>\n

Kdy je vhodn\u00e1 chv\u00edle vyu\u017e\u00edt slu\u017eeb influencera?<\/h2>\n

Influence\u0159i jsou perfektn\u00ed volbou ve chv\u00edli, kdy pot\u0159ebujete pro sv\u00e9 produkty \u010di slu\u017eby zajistit co nejv\u011bt\u0161\u00ed dosah. Vhodn\u00fdm v\u00fdb\u011brem takov\u00e9ho influencera m\u016f\u017eete zac\u00edlit nejen na vy\u0161\u0161\u00ed po\u010det potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f, ale pom\u011brn\u011b p\u0159esn\u011b i zam\u011b\u0159it jejich z\u00e1jmy. Takov\u00e9 c\u00edlen\u00ed m\u016f\u017ee p\u0159in\u00e9st opravdovou relevantn\u00ed n\u00e1v\u0161t\u011bvnost p\u0159ipravenou vyu\u017e\u00edt Va\u0161e slu\u017eby a po\u0159\u00eddit si Va\u0161e produkty.<\/p>\n

Nej\u010dast\u011bj\u0161\u00edmi cestami, jak influence\u0159i c\u00edl\u00ed Va\u0161e produkty na sv\u00e9 sleduj\u00edc\u00ed jsou zalo\u017een\u00e9 na n\u011bjak\u00e9 interakci. Nap\u0159\u00edklad pomoc\u00ed r\u016fzn\u00fdch sout\u011b\u017e\u00ed, uk\u00e1zek s p\u0159\u00edm\u00fdm sd\u011blen\u00edm, ale tak\u00e9 nep\u0159\u00edm\u00fdmi aktivitami, do kter\u00fdch V\u00e1\u0161 produkt pouze zapoj\u00ed a uk\u00e1\u017e\u00ed jeho v\u00fdhody. Fantazii se pot\u00e9 meze nekladou a videa \u010di propaga\u010dn\u00ed fotografie lze po\u0159izovat kdekoliv, klidn\u011b i p\u0159\u00edmo ve Va\u0161ich firemn\u00edch prostor\u00e1ch.\u00a0<\/p>\n

<\/p>\n

Jak vypad\u00e1 ide\u00e1ln\u00ed pr\u016fb\u011bh spolupr\u00e1ce s influencery?<\/h2>\n

Pokud se dostanete do bodu, kdy u\u017e m\u00e1 smysl myslet na z\u00e1sah fanou\u0161k\u016f prost\u0159ednictv\u00edm influencer\u016f, je pot\u0159eba si jasn\u011b vymezit, co o\u010dek\u00e1v\u00e1te Vy od n\u011bj a co naopak mus\u00edte dodat Vy jemu.\u00a0<\/p>\n

Na za\u010d\u00e1tku by m\u011blo Va\u0161e marketingov\u00e9 odd\u011blen\u00ed jasn\u011b sd\u011blit, co chce vlastn\u011b nab\u00edzet a jak si takovou propagaci p\u0159edstavuje. U specifick\u00fdch produkt\u016f i jasn\u00e1 pravidla, kter\u00e1 jsou s nimi legislativn\u011b spojena. Mus\u00edte m\u00edt jasnou p\u0159edstavu o tom, kolik post\u016f chcete zve\u0159ejnit, jak dlouho bude cel\u00e1 propagace prob\u00edhat a v neposledn\u00ed \u0159ad\u011b i finan\u010dn\u00ed pln\u011bn\u00ed.<\/p>\n

Ze strany influencera se o\u010dek\u00e1v\u00e1, \u017ee nejd\u0159\u00edve ov\u011b\u0159\u00ed, zda je c\u00edlov\u00e1 skupina opravdu relevantn\u00ed a m\u00e1 tedy takov\u00e1 propagace v\u016fbec smysl. Po dolad\u011bn\u00ed informac\u00ed o c\u00edlovce n\u00e1sleduje pl\u00e1nov\u00e1n\u00ed detail\u016f kampan\u011b, od grafiky, po texty, prost\u0159ed\u00ed a dal\u0161\u00ed souvislosti. Cel\u00fd vztah by m\u011bl b\u00fdt zalo\u017een na d\u016fv\u011b\u0159e a tak je v drtiv\u00e9 v\u011bt\u0161in\u011b p\u0159\u00edpad\u016f mo\u017en\u00e9 nechat volnou ruku influencerovi, pokud jste ji\u017e jeho tvorbu vid\u011bli a jste se zp\u016fsobem pr\u00e1ce spokojeni. Influencer by se m\u011bl v neposledn\u00ed \u0159ad\u011b tak\u00e9 pod\u00edlet na povinn\u00e9m ozna\u010den\u00ed, \u017ee se jedn\u00e1 o placenou spolupr\u00e1ci, p\u0159\u00edpadn\u011b dodat informaci vypl\u00fdvaj\u00edc\u00ed z legislativy, zejm\u00e9na pokud se jedn\u00e1 o alkohol, p\u0159\u00edpadn\u011b hazardn\u00ed hry.<\/p>\n

<\/p>\n

Slu\u017eby influencer\u016f lze rozd\u011blit hned do n\u011bkolika skupin<\/h2>\n

Nano Influence\u0159i<\/strong> – tak jsou nej\u010dast\u011bji ozna\u010dov\u00e1ni influence\u0159i s m\u00e9n\u011b ne\u017e 1000 fanou\u0161ky. Nenechte se ale p\u0159\u00edli\u0161 zm\u00e1st na prvn\u00ed pohled n\u00edzk\u00fdm po\u010dtem fanou\u0161k\u016f. Jejich s\u00edla toti\u017e zdaleka nen\u00ed v po\u010dtu. Mal\u00ed influence\u0159i maj\u00ed velmi \u00fazk\u00fd vztah se sv\u00fdmi sleduj\u00edc\u00edmi a s n\u00edm p\u0159ich\u00e1z\u00ed tak\u00e9 v\u011bt\u0161\u00ed d\u016fv\u011bra. Takto mal\u00ed influence\u0159i V\u00e1m tak poskytnou velmi \u00fasp\u011b\u0161n\u00e9 osloven\u00ed c\u00edlovky v\u00fdm\u011bnou za \u010dasto ni\u017e\u0161\u00ed cenu, klidn\u011b i barter. A proto\u017ee s tak malou z\u00e1kladnou je to v\u011bt\u0161inou jen doprovodn\u00fd kon\u00ed\u010dek, je na n\u011b vyv\u00edjen daleko men\u0161\u00ed tlak p\u0159i v\u00fdb\u011bru produkt\u016f. Propaguj\u00ed jen opravdu kvalitn\u00ed a osv\u011bd\u010den\u00e9 produkty.\u200d<\/strong><\/p>\n

Micro Influence\u0159i<\/strong> –\u00a0 <\/strong>jsou skupina influencer\u016f od 1000 do 10 000 fanou\u0161k\u016f. Jsou velmi \u010dasto specializovan\u00ed na ur\u010dit\u00fd obor, nebo konkr\u00e9tn\u00ed produktov\u00e9 \u0159ady. Spojuj\u00ed brand produkt\u016f s jejich potenci\u00e1ln\u00edmi z\u00e1kazn\u00edky. Jejich sleduj\u00edc\u00ed z\u00e1rove\u0148 st\u00e1le mnohem rad\u011bji kontaktuj\u00ed sv\u00e9ho influencera ne\u017e konkr\u00e9tn\u00ed brand nap\u0159\u00edmo. Velmi \u010dasto u\u017e je pro n\u011b tento kan\u00e1l nemalou slo\u017ekou p\u0159\u00edjmu a tak si zakl\u00e1daj\u00ed na dal\u0161\u00edm r\u016fstu a mnohdy ud\u011blaj\u00ed pro Va\u0161e produkty i n\u011bco nav\u00edc.<\/p>\n

Dal\u0161\u00ed skupinou jsou makro influence\u0159i<\/strong>, s dosahem 10 000 a\u017e 100 000 fanou\u0161k\u016f. Velmi \u010dasto se mezi n\u011b \u0159ad\u00ed celebrity, kter\u00e9 maj\u00ed sice velk\u00fd dosah a m\u00edru zapojen\u00ed, ob\u011bt\u00ed je v\u0161ak nutn\u00e9 zapojen\u00ed jejich soukrom\u00ed nebo velmi dobr\u00fdch znalost\u00ed ve sv\u00e9m oboru tak, aby si udr\u017eeli relevanci a samotn\u00fd dosah. Je to prvn\u00ed skupina influencer\u016f, kter\u00e1 si jako prioritu klade kvalitu a dobr\u00e9 jm\u00e9no produktu. Spolupr\u00e1ce s nimi b\u00fdv\u00e1 obecn\u011b dra\u017e\u0161\u00ed. Jsou tak\u00e9 velmi vyb\u00edrav\u00ed, s jak\u00fdm brandem se spojuj\u00ed, proto\u017ee to m\u016f\u017ee m\u00edt podstatn\u00fd vliv na jejich vn\u00edm\u00e1n\u00ed ve\u0159ejnost\u00ed.<\/p>\n

Posledn\u00ed a tou nejv\u011bt\u0161\u00ed <\/strong>skupinou influencer\u016f jsou mega influence\u0159i<\/strong>. Maj\u00ed obrovsk\u00fd dosah s po\u010dty sleduj\u00edc\u00edch p\u0159esahuj\u00edc\u00ed 100 000. Takto velk\u00e9 skupiny maj\u00ed velk\u00e9 pot\u00ed\u017ee udr\u017eet vztah influencera s jeho sleduj\u00edc\u00edmi dostate\u010dn\u011b \u00fazk\u00fd. Nen\u00ed to zkr\u00e1tka mo\u017en\u00e9. Perfektn\u011b se hod\u00ed pro masov\u00e9 kampan\u011b. Typicky p\u0159i uv\u00e1d\u011bn\u00ed nov\u00e9ho produktu na trh, nebo nutnosti \u0161\u00ed\u0159it pov\u011bdom\u00ed o brandu.<\/p>\n

Jak takovou spolupr\u00e1ci s influencery vyhodnocovat?<\/h2>\n

Vybrali jste si influencera \u0161it\u00e9ho na m\u00edru Va\u0161emu produktu nebo slu\u017eb\u011b, ale po\u0159\u00e1d nem\u00e1te p\u0159\u00edli\u0161 jasno, jak vlastn\u011b ten dosah a vliv influencera na \u00fasp\u011bch produktu \u010di slu\u017eby budete m\u011b\u0159it. Je to pochopiteln\u00e9, nen\u00ed to p\u0159\u00edli\u0161 lehk\u00e1 discipl\u00edna. P\u0159esto i zde je hned n\u011bkolik bod\u016f, d\u00edky kter\u00fdm to lze udr\u017eet v mez\u00edch.\u200d<\/strong><\/p>\n

Pov\u011bdom\u00ed o zna\u010dce<\/strong>. Zde bychom se m\u011bli prim\u00e1rn\u011b zam\u011b\u0159it na tzv. Imprese. Zjednodu\u0161en\u011b \u0159e\u010deno, je to metrika, kter\u00e1 vyjad\u0159uje po\u010det lid\u00ed zasa\u017een\u00fdch informac\u00ed o Va\u0161em brandu, produktu, slu\u017eb\u011b. Jsou to data, ke kter\u00fdm m\u00e1 ka\u017ed\u00fd influencer p\u0159\u00edstup ve sv\u00e9 s\u00edti.<\/p>\n

M\u011b\u0159en\u00ed z\u00e1sahu zna\u010dkou<\/strong> se prov\u00e1d\u00ed na z\u00e1klad\u011b reakc\u00ed na jednotliv\u00e9 posty. Tzv. engagement je metrika, kter\u00e1 tento z\u00e1sah vyjad\u0159uje. Se\u010dtete koment\u00e1\u0159e, lajky a sd\u00edlen\u00ed a fin\u00e1ln\u00ed engagement je na sv\u011bt\u011b.\u200d<\/strong><\/p>\n

R\u016fst z\u00e1jmu o V\u00e1\u0161 brand<\/strong>, produkty, slu\u017eby se zase snadno nalezne v grafech zn\u00e1zor\u0148uj\u00edc\u00ed p\u0159ib\u00fdv\u00e1n\u00ed sleduj\u00edc\u00edch.\u200d<\/strong><\/p>\n

N\u00e1v\u0161t\u011bvnost a prodeje<\/strong>. Velmi snadno m\u016f\u017eete m\u011b\u0159it dopad kampan\u00ed ve statistik\u00e1ch n\u00e1v\u0161t\u011bvnosti. Sta\u010d\u00ed jen dodat influencerovi n\u011bjak\u00fd specifick\u00fd trackovac\u00ed odkaz, na jeho\u017e z\u00e1klad\u011b si data snadno vyfiltrujete ve sv\u00fdch analytick\u00fdch n\u00e1stroj\u00edch. Velmi podobn\u011b si ov\u011b\u0159\u00edte i prodeje, kter\u00e9 se uskute\u010dnily prost\u0159ednictv\u00edm influencera a jeho propagace. Sta\u010d\u00ed je n\u011bjak\u00fdm zp\u016fsobem odli\u0161it od ji\u017e zaveden\u00fdch. Nap\u0159\u00edklad speci\u00e1ln\u00edm slevov\u00fdm k\u00f3dem.<\/p>\n

Z\u00e1v\u011brem<\/h2>\n

Pokud je\u0161t\u011b v\u00e1h\u00e1te nad spoluprac\u00ed s influencery, nev\u00e1hejte. M\u016f\u017eete za\u010d\u00edt t\u0159eba s t\u011bmi nejmen\u0161\u00edmi, d\u00edky kter\u00fdm dok\u00e1\u017eete vyu\u017e\u00edt jejich d\u016fv\u011brn\u00e9ho vztahu s podobnou c\u00edlovou skupinou. Prvn\u00ed kroky V\u00e1s ani nemus\u00ed st\u00e1t p\u0159\u00edli\u0161 mnoho prost\u0159edk\u016f, zejm\u00e9na pokud lze vyu\u017e\u00edt barterov\u00e9 spolupr\u00e1ce, nap\u0159\u00edklad produkt za propagaci a tak d\u00e1le. S t\u00edm bude r\u016fst Va\u0161e pot\u0159eba b\u00fdt vid\u011bt a s t\u00edm r\u016fst i Va\u0161e d\u016fv\u011bra k influencer\u016fm, zab\u0159ednete do v\u011bt\u0161\u00edch a v\u011bt\u0161\u00edch s\u00edt\u00ed. Na V\u00e1s u\u017e bude jen v\u0161e spr\u00e1vn\u011b vyhodnotit a pohl\u00eddat si pravidla spolupr\u00e1ce.<\/p>\n

<\/p>\n

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

Influencer. To je \u010dlov\u011bk, kter\u00fd m\u00e1 za \u00fakol n\u00e1s ovlivnit t\u00edm, \u017ee propaguje ur\u010ditou slu\u017ebu nebo produkt. Dne\u0161n\u00ed ml\u00e1de\u017e by v dosp\u011blosti cht\u011bla b\u00fdt pr\u00e1v\u011b influencerem. Ale co v\u0161echno za touto prac\u00ed stoj\u00ed a je v\u0161e opravdu tak jednoduch\u00e9, jak se zd\u00e1? Na to se pod\u00edv\u00e1me v dne\u0161n\u00edm \u010dl\u00e1nku.<\/p>\n","protected":false},"author":12,"featured_media":2368,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[5],"tags":[],"class_list":["post-3343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media"],"yoast_head":"\nNano, mikro, makro a mega influence\u0159i. Jak\u00e9ho si vlastn\u011b vybrat?<\/title>\n<meta name=\"description\" content=\"Influencer. To je \u010dlov\u011bk, kter\u00fd m\u00e1 za \u00fakol n\u00e1s ovlivnit t\u00edm, \u017ee propaguje ur\u010ditou slu\u017ebu nebo produkt. Dne\u0161n\u00ed ml\u00e1de\u017e by v dosp\u011blosti cht\u011bla b\u00fdt pr\u00e1v\u011b influencerem. Ale co v\u0161echno za touto prac\u00ed stoj\u00ed a je v\u0161e opravdu tak jednoduch\u00e9, jak se zd\u00e1? Na to se pod\u00edv\u00e1me v dne\u0161n\u00edm \u010dl\u00e1nku.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.webmium.cz\/blog\/nano-mikro-makro-mega-influenceri-jakeho-si-vlastne-vybrat\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nano, mikro, makro a mega influence\u0159i. 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Na to se pod\u00edv\u00e1me v dne\u0161n\u00edm \u010dl\u00e1nku.","_links":{"self":[{"href":"https:\/\/www.webmium.cz\/blog\/wp-json\/wp\/v2\/posts\/3343","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.webmium.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.webmium.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.webmium.cz\/blog\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/www.webmium.cz\/blog\/wp-json\/wp\/v2\/comments?post=3343"}],"version-history":[{"count":1,"href":"https:\/\/www.webmium.cz\/blog\/wp-json\/wp\/v2\/posts\/3343\/revisions"}],"predecessor-version":[{"id":3633,"href":"https:\/\/www.webmium.cz\/blog\/wp-json\/wp\/v2\/posts\/3343\/revisions\/3633"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.webmium.cz\/blog\/wp-json\/wp\/v2\/media\/2368"}],"wp:attachment":[{"href":"https:\/\/www.webmium.cz\/blog\/wp-json\/wp\/v2\/media?parent=3343"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.webmium.cz\/blog\/wp-json\/wp\/v2\/categories?post=3343"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.webmium.cz\/blog\/wp-json\/wp\/v2\/tags?post=3343"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}