{"id":45953,"date":"2024-08-07T10:52:51","date_gmt":"2024-08-07T08:52:51","guid":{"rendered":"https:\/\/mediaboard.com\/?p=45953"},"modified":"2025-02-19T11:51:57","modified_gmt":"2025-02-19T10:51:57","slug":"peso-a-jak-na-nej-2","status":"publish","type":"post","link":"https:\/\/mediaboard.com\/cs\/peso-a-jak-na-nej-2\/","title":{"rendered":"PESO a jak na n\u011bj\ufffc"},"content":{"rendered":"\n

Komunika\u010dn\u00ed model PESO a jak s n\u00edm pracovat<\/strong><\/h2>\n\n\n\n

Tradi\u010dn\u011b se PR a marketing li\u0161ily zam\u011b\u0159en\u00edm na r\u016fzn\u00e9 typy m\u00e9di\u00ed. Marketing ovl\u00e1dal placen\u00e1 m\u00e9dia, zat\u00edmco PR se soust\u0159edilo na ta ji\u017e z\u00edskan\u00e1. V posledn\u00edch p\u011bti letech v\u0161ak PR pro\u0161lo z\u00e1sadn\u00edmi zm\u011bnami. Odstupuje od sledov\u00e1n\u00ed e-mail\u016f a tiskov\u00fdch zpr\u00e1v k integrovan\u00fdm kampan\u00edm. St\u00e1le v\u00edce se propojuje s marketingem a podporuje jeho strategick\u00e9 c\u00edle. Pom\u00e1h\u00e1 budovat zna\u010dku, zvy\u0161ovat dosah kampan\u00ed a podporuje r\u016fst firmy.<\/p>\n\n\n\n

\u201eKdykoli PR mana\u017eer \u0159ekne, \u017ee jeho pr\u00e1ce ani kompetence nespadaj\u00ed do marketingu, p\u0159iv\u00e1d\u00ed m\u011b k \u0161\u00edlenstv\u00ed.<\/em><\/strong>\u201c Monique Bonner, Dell, 2014<\/em><\/strong><\/p>\n\n\n\n

Podle Gini Dietrich, kter\u00e1 zformovala PESO koncept v roce 2014, je PR ned\u00edlnou sou\u010d\u00e1st\u00ed marketingu, obchodu a z\u00e1kaznick\u00e9ho servisu, m\u016f\u017ee generovat leads, pe\u010dovat o n\u011b, a bezesporu je konvertovat do plat\u00edc\u00edch z\u00e1kazn\u00edk\u016f. Dobr\u00e9 PR m\u016f\u017ee p\u0159iv\u00e9st nov\u00e9 d\u00e1rce a partnery. V neposledn\u00ed \u0159ad\u011b PR vytv\u00e1\u0159\u00ed kladn\u00fd obraz o firm\u011b, jej\u00edch zam\u011bstnanc\u00edch a produktech a p\u0159in\u00e1\u0161\u00ed p\u0159idanou hodnotu pro v\u0161echny stakeholdery.<\/p>\n\n\n\n

\u201eT\u011bmi \u00fasp\u011b\u0161n\u011bj\u0161\u00edmi PR mana\u017eery, jsou ti, kte\u0159\u00ed pracuj\u00ed se v\u0161emi typy m\u00e9di\u00ed prost\u0159ednictv\u00edm integrovan\u00fdch kampan\u00ed.<\/em><\/strong>\u201c Gini Dietrich, 2018<\/em><\/strong><\/p>\n\n\n\n

Prvn\u00ed kontakt s koncov\u00fdm u\u017eivatelem pom\u00e1h\u00e1 ur\u010dit dosa\u017eiteln\u00e9 a m\u011b\u0159iteln\u00e9 c\u00edle v jedn\u00e9 platform\u011b. PESO model je kl\u00ed\u010dov\u00fd pro pl\u00e1nov\u00e1n\u00ed integrovan\u00fdch kampan\u00ed a efektivn\u00ed vyu\u017eit\u00ed m\u00e9di\u00ed.<\/p>\n\n\n\n

\"PESO<\/figure><\/div>\n\n\n\n

<\/p>\n\n\n\n

Jak pracovat s PESO modelem?<\/strong><\/h2>\n\n\n\n

Paid<\/strong><\/h3>\n\n\n\n

D\u00edky influencer\u016fm a algoritm\u016fm soci\u00e1ln\u00edch s\u00edt\u00ed se placen\u00e1 m\u00e9dia stala novou dom\u00e9nou PR. Paid media se vyu\u017e\u00edvaj\u00ed, kdy\u017e nelze nav\u00e1zat spolupr\u00e1ci s blogery, influencery nebo m\u00e9dii skrze poutav\u00fd obsah, a proto se kupuje advertorial. Tento kan\u00e1l z\u00e1rove\u0148 podporuje obsah zve\u0159ejn\u011bn\u00fd p\u0159es earned media<\/strong>. V\u00fdhodou placen\u00fdch m\u00e9di\u00ed je vy\u0161\u0161\u00ed kontrola, kter\u00e1 usnad\u0148uje pl\u00e1nov\u00e1n\u00ed a analytiku.<\/p>\n\n\n\n

P\u0159\u00edkladem placen\u00fdch m\u00e9di\u00ed TV, r\u00e1dio a tisk reklama, Google Ads, reklama na soci\u00e1ln\u00edch s\u00edt\u00edch, placen\u00e1 spolupr\u00e1ce s influencery a email marketing.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Earned<\/strong><\/h3>\n\n\n\n

Tradi\u010dn\u011b nejv\u00edce pou\u017e\u00edvan\u00e1 m\u00e9dia v PR. Jedn\u00e1 se p\u0159edev\u0161\u00edm o soci\u00e1ln\u00ed s\u00edt\u011b a profily influencer\u016f, bloger\u016f a na\u0161ich z\u00e1kazn\u00edk\u016f kte\u0159\u00ed komunikuj\u00ed ke stejn\u00e9 skupin\u011b jednotlivc\u016f jako Vy. Koncept t\u011bchto m\u00e9di\u00ed spo\u010d\u00edv\u00e1 v publikov\u00e1n\u00ed tiskov\u00fdch zpr\u00e1v nebo p\u0159\u00edb\u011bh\u016f t\u0159et\u00edmi stranami, novin\u00e1\u0159i nebo influencery, kte\u0159\u00ed tak z\u00edsk\u00e1vaj\u00ed kvalitn\u00ed obsah pro sv\u00e9 \u010dten\u00e1\u0159e a followery. Nev\u00fdhodou je omezen\u00e1 kontrola nad reakcemi.<\/p>\n\n\n\n

P\u0159\u00edklady z\u00edskan\u00fdch m\u00e9di\u00ed jsou m\u00e9dia relations, blogger relations a organick\u00fd content publikovan\u00fd influencery.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Twitter<\/strong><\/h4>\n\n\n\n

Ud\u011blejte si seznam influencer\u016f a novin\u00e1\u0159\u016f se kter\u00fdmi byste cht\u011bli pracovat, sledujte jejich pr\u00e1ci a relevantn\u00ed posty nasd\u00edlejte bu\u010f p\u0159es osobn\u00ed nebo firemn\u00ed profily. S postupem \u010dasu reagujte na jejich pr\u00e1ci, koment\u00e1\u0159e a za\u010dn\u011bte se bavit o p\u0159\u00edpadn\u00e9 spolupr\u00e1ci.<\/p>\n\n\n\n

LinkedIn<\/strong><\/h4>\n\n\n\n

Vytvo\u0159te si tagy \u2013 influencer, novin\u00e1\u0159 nebo podobn\u011b a bu\u010fte tak v obraze kdykoli se objev\u00ed nov\u00fd post, obl\u00edben\u00e9 kreativce a profesion\u00e1ly sledujte a jejich obsah, kter\u00fd se v\u00e1m l\u00edb\u00ed nebo je relevantn\u00ed sd\u00edlejte. Tato strategie se vyplat\u00ed v moment\u011b, kdy budete sd\u00edlet vlastn\u00ed content a budete pot\u0159ebovat aby v\u00e1m n\u011bkdo pomohl s jeho sd\u00edlen\u00edm.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Shared<\/strong><\/h3>\n\n\n\n

Neexistuje univerz\u00e1ln\u00ed rovnice, proto\u017ee soci\u00e1ln\u00ed s\u00edt\u011b se neust\u00e1le vyv\u00edjej\u00ed a z\u00e1kazn\u00edci jsou r\u016fznorod\u00ed. Ka\u017ed\u00e1 firma mus\u00ed naj\u00edt spr\u00e1vn\u00fd kan\u00e1l, t\u00f3n i frekvenci komunikace. Pro maxim\u00e1ln\u00ed vyu\u017eit\u00ed soci\u00e1ln\u00edch s\u00edt\u00ed si vytvo\u0159te editorial kalend\u00e1\u0159 a pravideln\u011b sd\u00edlejte obsah nap\u0159\u00ed\u010d m\u00e9dii.<\/p>\n\n\n\n

Ide\u00e1ln\u00edm zp\u016fsobem jak z\u00edskat p\u0159ehled o tom kdo, jak a kde se vyjad\u0159uje o va\u0161\u00ed zna\u010dce nebo produktu pop\u0159\u00edpad\u011b sd\u00edl\u00ed n\u00e1\u0161 obsah, je social media monitoring. Monitoring soci\u00e1ln\u00edch s\u00edt\u00ed<\/strong><\/a> <\/strong>v\u00e1m odhal\u00ed i dal\u0161\u00ed potenci\u00e1ln\u00ed influencery pro spolupr\u00e1ci, a d\u00edky detailn\u011bj\u0161\u00edm informac\u00edm o followerech pom\u016f\u017ee upravit styl a tonalitu va\u0161ich zpr\u00e1v.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Tipy na spr\u00e1vu firemn\u00edch profil\u016f na soci\u00e1ln\u00edch s\u00edt\u00ed od Gini Dietrich<\/strong><\/h3>\n\n\n\n
  1. Twitter, v prvn\u00ed den kampan\u011b tweetujte zve\u0159ejn\u011bn\u00fd p\u0159\u00edsp\u011bvek alespo\u0148 t\u0159ikr\u00e1t v pr\u016fb\u011bhu dne, n\u00e1sleduj\u00edc\u00ed den v\u00e1\u0161 nov\u00fd post tweetujte dvakr\u00e1t a n\u00e1sledn\u011b t\u0159et\u00ed den pouze jednou. Jakmile za sebou budete m\u00edt prvn\u00ed publika\u010dn\u00ed t\u00fdden tweetujte pravideln\u011b jednou za t\u00fdden. Av\u0161ak m\u011bjte na pam\u011bti, \u017ee tato frekvence sd\u00edlen\u00ed p\u0159\u00edsp\u011bvk\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch se odv\u00edj\u00ed od va\u0161ich c\u00edl\u016f.

    <\/li>
  2. LinkedIn sd\u00edlejte alespo\u0148 jednou za den ze sv\u00e9ho osobn\u00edho a firemn\u00edho profilu a sd\u00edlejte do skupin do kter\u00fdch sami pat\u0159\u00edte.<\/li><\/ol>\n\n\n\n

    P\u0159\u00edkladem je Facebook, Twitter, LinkedIn, Google+, Pinterest, Reddit <\/strong>a dal\u0161\u00ed, kter\u00e9 u\u017e nejsou pou\u017e\u00edv\u00e1ny prim\u00e1rn\u011b marketingem a z\u00e1kaznick\u00fdm servisem ale firmy je za\u010d\u00ednaj\u00ed pou\u017e\u00edvat jako b\u011b\u017en\u00fd kan\u00e1l sv\u00e9 intern\u00ed a extern\u00ed komunikace.<\/p>\n\n\n\n

    <\/p>\n\n\n\n

    Owned<\/strong><\/h3>\n\n\n\n

    Jin\u00fdmi slovy obsah, kter\u00fd vlastn\u00edme a kter\u00fd je zve\u0159ejn\u011bn na va\u0161ich webov\u00fdch str\u00e1nk\u00e1ch blogu, nebo jin\u00fdch vlastn\u00edch m\u00e9di\u00ed. Jste to vy kdo kontroluje obsah, tonalitu i reakce.<\/p>\n\n\n\n

    Shrnut\u00ed Paid (placen\u00e1 media)
    Earned (z\u00edskan\u00e1 m\u00e9dia)
    Shared (sd\u00edlen\u00e9 m\u00e9dia)
    Owned (vlastn\u00ed m\u00e9dia)<\/p><\/blockquote>\n\n\n\n

    <\/p>\n\n\n\n

    Co a jak m\u011b\u0159it v PESO modelu?<\/strong><\/h2>\n\n\n\n

    Nyn\u00ed se pod\u00edvejme na to jak nejl\u00e9pe a efektivn\u011b sledovat \u00fasp\u011b\u0161nost jednotliv\u00fdch kan\u00e1l\u016f.<\/p>\n\n\n\n

    <\/p>\n\n\n\n

    Paid Media<\/h3>\n\n\n\n

    K tomu abyste mohli sledovat \u00fasp\u011b\u0161nost jednotliv\u00fdch kampan\u00ed, koordinovat komunikaci a snadno si spo\u010d\u00edtat i n\u00e1vratnost marketingov\u00fdch investic doporu\u010dujeme n\u00e1sleduj\u00edc\u00ed:<\/p>\n\n\n\n

    <\/p>\n\n\n\n

    Media monitoring<\/h4>\n\n\n\n

    Spr\u00e1vn\u00e9 nastaven\u00ed kl\u00ed\u010dov\u00fdch slov umo\u017en\u00ed zachytit zm\u00ednky o va\u0161\u00ed firm\u011b, kl\u00ed\u010dov\u00fdch osob\u00e1ch a produktech nap\u0159\u00ed\u010d m\u00e9dii v re\u00e1ln\u00e9m \u010dase. Medi\u00e1ln\u00ed monitoring pom\u00e1h\u00e1 m\u011b\u0159it \u00fasp\u011b\u0161nost kampan\u00ed, odhalovat trendy a porozum\u011bt o\u010dek\u00e1v\u00e1n\u00edm z\u00e1kazn\u00edk\u016f. Z\u00edskan\u00e9 informace lze snadno zapracovat do budouc\u00edch kampan\u00ed a optimalizovat jejich na\u010dasov\u00e1n\u00ed. Monitoring v re\u00e1ln\u00e9m \u010dase nav\u00edc pom\u00e1h\u00e1 zm\u00edrnit dopady p\u0159\u00edpadn\u00e9 krize a poskytuje cenn\u00e1 data pro dal\u0161\u00ed strategick\u00e9 rozhodov\u00e1n\u00ed.<\/p>\n\n\n\n

    <\/p>\n\n\n\n

    Website tracking<\/h4>\n\n\n\n

    I p\u0159esto, \u017ee z\u00e1kladn\u00ed informace o n\u00e1v\u0161t\u011bvnosti webov\u00fdch str\u00e1nek z\u00edsk\u00e1te z Google Analytics s website tracking n\u00e1stroji jako je apliakce Leady <\/strong><\/a>m\u016f\u017eete odhalit mnohem v\u00edc. Leady odhal\u00ed, kter\u00e1 firma nav\u0161t\u00edvila va\u0161e webov\u00e9 str\u00e1nky, poskytne informace jako je nap\u0159. Adresa, obrat, po\u010det zam\u011bstnanc\u016f, oblast p\u016fsoben\u00ed, kontaktn\u00ed \u00fadaje a dal\u0161\u00ed. Mimo tyto filmografick\u00e9 \u00fadaje Leady poskytnou informaci ohledn\u011b webov\u00e9 str\u00e1nky odkud dan\u00e1 firma p\u0159i\u0161la (referrer URL), kolik \u010dasu na va\u0161em webu str\u00e1vila a n\u00e1sledn\u011b monitoruje a chov\u00e1n\u00ed n\u00e1v\u0161t\u011bvn\u00edk\u016f. Op\u011bt v re\u00e1ln\u00e9m \u010dase.<\/p>\n\n\n\n

    <\/p>\n\n\n\n

    Earned Media<\/h3>\n\n\n\n

    Jak samotn\u00fd n\u00e1zev napov\u00edd\u00e1 earned media odr\u00e1\u017eej\u00ed vybudovanou d\u016fv\u011bru a vztahy s novin\u00e1\u0159i, blogery a influencery. Proto abyste mohli dob\u0159e zm\u011b\u0159it m\u00edru a \u00fasp\u011b\u0161nost jejich aktivit zkuste vhodn\u00fd m\u00e9dia monitoring<\/p>\n\n\n\n

    Kter\u00fd vhodn\u011b a v re\u00e1ln\u00e9m \u010dase zachyt\u00ed zm\u00ednku o va\u0161\u00ed firm\u011b nebo produktu nap\u0159\u00ed\u010d medi\u00e1ln\u00edmi kan\u00e1ly. Vyhodnot\u00ed medi\u00e1ln\u00ed z\u00e1sah, konotaci a dopad \u010dl\u00e1nku na soci\u00e1ln\u00ed s\u00edt\u00edch.<\/p>\n\n\n\n

    Dopl\u0148kem je website tracking, kter\u00fd mimo jin\u00e9 sleduje odkud n\u00e1v\u0161t\u011bvy p\u0159ich\u00e1z\u00ed, a snadno ur\u010d\u00ed kter\u00e1 micorsite, back link a nebo zm\u00ednka byla nej\u00fasp\u011b\u0161n\u011bj\u0161\u00ed. Na \u010desk\u00e9m trhu t\u00edm nejsofistikovan\u011bj\u0161\u00edm n\u00e1strojem pro website tracking je aplikace Leady<\/strong><\/a>. S Leady m\u016f\u017eete jednotliv\u00e9 n\u00e1v\u0161t\u011bvy identifikovat na \u00farovni firmy a dal\u0161\u00edch demografick\u00fdch \u00fadaj\u016f, na z\u00e1kald\u011b anal\u00fdzi n\u00e1v\u0161t\u011bvnosti pak z \u0159ad novin\u00e1\u0159\u016f, bloger\u016f a influencer\u016f vyberte spr\u00e1vn\u00e9ho partnera pro dlouhodobou spolupr\u00e1ci.<\/p>\n\n\n\n

    Nem\u00e9n\u011b v\u00fdznamnou sou\u010d\u00e1st\u00ed m\u011b\u0159en\u00ed je i audience analytika \u2013 sledujte n\u00e1r\u016fst v dosa\u017eitelnosti nov\u00fdch publik.<\/p>\n\n\n\n

    <\/p>\n\n\n\n

    Shared Media<\/h4>\n\n\n\n

    Abyste m\u011bli p\u0159ehled o tom, kdo, kde a jak sd\u00edl\u00ed v\u00e1\u0161 obsah, je nutn\u00e9 m\u011b\u0159it spolupr\u00e1ci s influencery pomoc\u00ed media monitoringu. D\u00edky n\u011bmu sledujete aktivitu influencer\u016f a ambasador\u016f, r\u016fst follower\u016f, m\u00edru zaujet\u00ed i engagement. Z\u00edskan\u00e1 data v\u00e1m umo\u017en\u00ed vyhodnotit \u00fasp\u011b\u0161nost p\u0159\u00edsp\u011bvk\u016f a kampan\u00ed.<\/p>\n\n\n\n

    Pro efektivn\u00ed spolupr\u00e1ci se t\u0159et\u00edmi stranami sledujte:<\/p>\n\n\n\n