The document discusses the results of a social media campaign on May 1st 2014. It highlights increased organic reach, the ability to view followers' profile content, and greater attention and interactions as a result of the campaign. It provides links to the company's Facebook, Twitter, and YouTube pages and encourages watching videos, staying updated, and becoming friends.
The document discusses the results of a social media campaign on May 1st 2014. It highlights increased organic reach, the ability to view followers' profile content, and greater attention and interactions as a result of the campaign. It provides links to the company's Facebook, Twitter, and YouTube pages and encourages watching videos, staying updated, and becoming friends.
Co se značky mohou naučit od úspěšných youtuberů (Petr Houzar, Google)Médiář
The document outlines 10 fundamentals of a creative strategy for YouTube channels: discoverability, accessibility, shareability, sustainability, targeting, consistency, interactivity, conversation, collaboration, and inspiration. Each fundamental is defined with examples of successful YouTube shows that embody that principle such as "True Facts" for inspiration and "Your Grammar Sucks" for sustainability. The document advocates designing shows around these fundamentals to build engaged audiences and long-term channel success.
Podpora kampaně s youtubery (Petra Brodilová, Google)Médiář
This document discusses collaborating with YouTube creators (youtubers) to promote marketing campaigns. It provides examples of increasing engagement with youtubers, from unpaid product reviews to fully integrated campaigns. Measurement shows that working with youtubers can significantly increase brand metrics like website traffic, social media followers, and video views. The presentation also provides statistics on YouTube's reach in Central and Eastern Europe, with millions of monthly users and billions of views across the region.
Festivaly youtuberů a jejich prezentace v offline světě (Andrea Hurychová, Ut...Médiář
This document summarizes the Utubering 2015 festival for Generation Z. The main goals of the festival were to organize an outdoor festival for teenagers, bring YouTube stars from the virtual to real world, and create a program with YouTubers as the main focus. An innovative marketing campaign was conducted from March to June, which included teasing the event, revealing "What is Utubering", and promoting the festival. The results included over 3 million video views, 17,500 fan videos about Utubering, and growing the event's Facebook followers to over 54,000.
Co se značky mohou naučit od úspěšných youtuberů (Petr Houzar, Google)Médiář
The document outlines 10 fundamentals of a creative strategy for YouTube channels: discoverability, accessibility, shareability, sustainability, targeting, consistency, interactivity, conversation, collaboration, and inspiration. Each fundamental is defined with examples of successful YouTube shows that embody that principle such as "True Facts" for inspiration and "Your Grammar Sucks" for sustainability. The document advocates designing shows around these fundamentals to build engaged audiences and long-term channel success.
Podpora kampaně s youtubery (Petra Brodilová, Google)Médiář
This document discusses collaborating with YouTube creators (youtubers) to promote marketing campaigns. It provides examples of increasing engagement with youtubers, from unpaid product reviews to fully integrated campaigns. Measurement shows that working with youtubers can significantly increase brand metrics like website traffic, social media followers, and video views. The presentation also provides statistics on YouTube's reach in Central and Eastern Europe, with millions of monthly users and billions of views across the region.
Festivaly youtuberů a jejich prezentace v offline světě (Andrea Hurychová, Ut...Médiář
This document summarizes the Utubering 2015 festival for Generation Z. The main goals of the festival were to organize an outdoor festival for teenagers, bring YouTube stars from the virtual to real world, and create a program with YouTubers as the main focus. An innovative marketing campaign was conducted from March to June, which included teasing the event, revealing "What is Utubering", and promoting the festival. The results included over 3 million video views, 17,500 fan videos about Utubering, and growing the event's Facebook followers to over 54,000.
2. 2 @SKODACR na Instagramu, Martina Kadlecová (ŠKODA AUTO ČR), Peter Mižík (ZARAGUZA), 5/2015
INSTAGRAM VE ŠKODA AUTO ČR
GOAL/CHANNEL
CUSTOMER CARE
AWARENESS & ENGAGEMENT
WEB TRAFFIC & LEADS LOYALTY & AMBASSADORY
REACH & INTERACTION
CONVERSIONS & SALES
/skodacr /skodgram
3. 3
AUTOMOTIVE V ČR NA INSTAGRAMU
20 příspěvků průměrně měsíčně
399 publikovaných příspěvků
ŠKODA
7 312
BMW
2 119
AUDI
1 785
FORD
193
08/2013 03/2014 07/2014
KIA
264
01/2015
Followers
02/2015
OPEL
553
@SKODACR na Instagramu, Martina Kadlecová (ŠKODA AUTO ČR), Peter Mižík (ZARAGUZA), 5/2015
4. 4
FOLLOWERS @SKODACR
0
1000
2000
3000
4000
5000
6000
7000
Počet followers
0
200
400
600
800
1000
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Měsíční nárůst followers
! Zaměřujeme se na lokální obsah a uživatelé
! Aktivní vyhledávaní příspěvků přes Obrazeni.cz, @skodacr a #mojeskoda
! Dlouhodobá kampaň Instagramist, kde nabízíme zapůjčení vozu nebo účast na eventu
! Podpora přes Facebook link ads s cílením na mobilní uživatele
! Instagram follower se liší od Facebook fanouška
@SKODACR na Instagramu, Martina Kadlecová (ŠKODA AUTO ČR), Peter Mižík (ZARAGUZA), 5/2015
7 312
5. 5
ENGAGEMENT
0
100
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0
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6000
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14000
I/2014 II III IV V VI VII VIII IX X XI XII I/2015 II III IV
Průměrnýpočetlikes/příspěvek
Početlikes
Likes Průměrný likes / příspěvek
PRŮMĚRNÝ ER
≈ 10 %
TOPPOSTY
1012 <3 867 <3 858 <3 846 <3
Spolupráce s
Maximem
Designblok &
Nová Fabia
Superb &
Ženeva
@SKODACR na Instagramu, Martina Kadlecová (ŠKODA AUTO ČR), Peter Mižík (ZARAGUZA), 5/2015
15. 15
Letenka, ubytování a účast na královské etapě TdF
Kvalita IG portfolia, zásah a nadšení pro cyklistiku
@SKODACR na Instagramu, Martina Kadlecová (ŠKODA AUTO ČR), Peter Mižík (ZARAGUZA), 5/2015
7dní
66přihlášených
3 vítězové
16. PODPORA NA VLASTNÍCH KANÁLECH
16 @SKODACR na Instagramu, Martina Kadlecová (ŠKODA AUTO ČR), Peter Mižík (ZARAGUZA), 5/2015
Facebook page post i placené posty
Instagram private messages
Web – banner na homepage
17. PODPORA V MEDIÍCH
17 @SKODACR na Instagramu, Martina Kadlecová (ŠKODA AUTO ČR), Peter Mižík (ZARAGUZA), 5/2015
18. 18
VÝHERCI
@ntr23
Followers: 815
Engagement: 5 – 10 %
@Adamminden
Followers: 2 100
Engagement: > 10 %
@Czech_vibes
Followers: 4 960
Engagement: > 10 %
@SKODACR na Instagramu, Martina Kadlecová (ŠKODA AUTO ČR), Peter Mižík (ZARAGUZA), 5/2015
19. KEY LEARNINGS
19 @SKODACR na Instagramu, Martina Kadlecová (ŠKODA AUTO ČR), Peter Mižík (ZARAGUZA), 5/2015
1. Striktní pravidla mohou odradit kreativní tvůrce
2. Amatérských cyklistů s dobrým IG portfoliem není mnoho
3. Délka kampaně by měla byt min. 14 dní
4. Podmínky pro zapojení co nejdostupnější
5. Využijte všechny dostupné formy podpory (vlastněné, získané a placené kanály)
6. S těmi, kteří se zapojili, plánujeme spolupracovat dlouhodobě
7. Proč to ti lidé dělají (zadarmo)?