{"id":5324,"date":"2019-11-12T13:02:40","date_gmt":"2019-11-12T12:02:40","guid":{"rendered":"https:\/\/www.luxor.cz\/blog\/?p=5324"},"modified":"2019-11-12T13:05:52","modified_gmt":"2019-11-12T12:05:52","slug":"jak-na-site","status":"publish","type":"post","link":"https:\/\/www.luxor.cz\/blog\/rozhovor\/jak-na-site\/","title":{"rendered":"U\u017e v\u00edme, jak na s\u00edt\u011b!"},"content":{"rendered":"

#Jak na s\u00edt\u011b je hork\u00e1 kni\u017en\u00ed novinka nakladatelstv\u00ed Jan Melvil. Stoj\u00ed za n\u00ed marketingov\u00fd tandem Michelle Losekoot a Eli\u0161ka Vyhn\u00e1nkov\u00e1, zku\u0161en\u00e9 market\u00e9rky, lektorky a konzultantky v oblasti soci\u00e1ln\u00edch s\u00edt\u00ed. Jejich kniha Jak na s\u00edt\u011b je pr\u00fd t\u00edm prav\u00fdm o\u0159echov\u00fdm pro v\u0161echny market\u00e9ry, freelancery, podnikatele nebo influencery, kte\u0159\u00ed cht\u011bj\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch zaz\u00e1\u0159it. Pro\u010d, jak a \u010d\u00edm? \u010ct\u011bte d\u00e1l!<\/strong><\/p>\n

D\u00e1my, jak v\u00e1s v\u016fbec napadlo napsat takto zam\u011b\u0159enou knihu? Byla to nab\u00eddka od nakladatele, nebo t\u0159eba d\u00edra na trhu?
\n<\/strong>Obrovsk\u00e1 d\u00edra na trhu, i kdy\u017e jsme si to mo\u017en\u00e1 tak \u00fapln\u011b neuv\u011bdomovaly. \u010casto jsme dost\u00e1valy dotazy od klient\u016f nebo od \u00fa\u010dastn\u00edk\u016f na\u0161ich \u0161kolen\u00ed, jakou knihu bychom jim doporu\u010dily. A my jsme kr\u010dily ramena a \u0159\u00edkaly, \u017ee o \u017e\u00e1dn\u00e9 takov\u00e9 nev\u00edme. \u017de nav\u00edc asi \u017e\u00e1dn\u00e1 takov\u00e1 po\u0159\u00e1dn\u00e1 nen\u00ed, proto\u017ee by v n\u00ed t\u011b\u017eko bylo n\u011bco, co ihned informa\u010dn\u011b nezastar\u00e1. Postupn\u011b jsme ale za\u010daly koketovat s my\u0161lenkou, \u017ee bychom se o n\u011bco takov\u00e9ho spole\u010dn\u011b pokusily. N\u00e1\u0161 nakladatel Jan Melvil Publishing<\/em> n\u00e1m dal zelenou a vrhly jsme se do pr\u00e1ce.<\/p>\n

Pro koho je va\u0161e kniha ur\u010dena? Hod\u00ed se i pro \u00fapln\u00e9 za\u010d\u00e1te\u010dn\u00edky, nebo je sp\u00ed\u0161e pro ty, kdo se u\u017e soci\u00e1ln\u00edmi s\u00edt\u011bmi \u017eiv\u00ed?
\n<\/strong>V\u011b\u0159\u00edme, \u017ee je pro kohokoliv, kdo chce soci\u00e1ln\u00ed s\u00edt\u011b pou\u017e\u00edvat l\u00e9pe. A\u0165 u\u017e ke sv\u00e9mu podnik\u00e1n\u00ed, kon\u00ed\u010dk\u016fm, nebo jen k tomu, aby jeho p\u0159\u00edsp\u011bvky byly zaj\u00edmav\u011bj\u0161\u00ed, poutav\u011bj\u0161\u00ed a z\u00edsk\u00e1valy pozornost. Hod\u00ed se do firemn\u00edch marketingov\u00fdch knihoven i do t\u011bch dom\u00e1c\u00edch. Bude obrovsk\u00fdm p\u0159\u00ednosem za\u010d\u00e1te\u010dn\u00edk\u016fm, a prof\u00edci si v n\u00ed ur\u010dit\u011b najdou i trochu na\u0161eho know-how a ut\u0159\u00edd\u00ed si my\u0161lenky.<\/p>\n

Co m\u00e1me \u010dekat uvnit\u0159? Hutn\u00fd u\u010debnicov\u00fd text, nebo sp\u00ed\u0161 pracovn\u00ed listy?<\/strong>
\nTrochu u\u010debnicov\u00e9ho textu, n\u011bkolik super pracovn\u00edch list\u016f, kter\u00e9 jsou pro \u010dten\u00e1\u0159e knihy ke sta\u017een\u00ed, ale hlavn\u011b lehce a z\u00e1bavn\u011b podan\u00e9 t\u00e9ma soci\u00e1ln\u00edch s\u00edt\u00ed. Necht\u011bly jsme, aby n\u00e1m z rukou vy\u0161la u\u010debnice. Naopak douf\u00e1me, \u017ee po p\u0159e\u010dten\u00ed t\u00e9hle kn\u00ed\u017eky u\u017e u\u010debnice nikdo pot\u0159ebovat nebude.<\/p>\n

Nen\u00ed ti\u0161t\u011bn\u00e1 kniha pro exkurz do sv\u011bta soci\u00e1ln\u00edch s\u00edt\u00ed vlastn\u011b trochu nepat\u0159i\u010dn\u00e9 m\u00e9dium? Jak jste se s t\u00edm popasovaly?
\n<\/strong>Stra\u0161n\u011b nepat\u0159i\u010dn\u00e9! Ned\u00e1 se pr\u016fb\u011b\u017en\u011b aktualizovat \ud83d\ude42 I proto n\u00e1m trvalo p\u0159ibli\u017en\u011b p\u016fl roku, ne\u017e jsme se dostaly k samotn\u00e9 esenci toho, co chceme do kn\u00ed\u017eky d\u00e1t. P\u00e1r mal\u00fdch kompromis\u016f jsme ud\u011blat ale musely – a ty jsme vy\u0159e\u0161ily tak, \u017ee odkazujeme na podrobn\u011bj\u0161\u00ed texty, kter\u00e9 m\u00e1me pro \u010dten\u00e1\u0159e p\u0159ipraven\u00e9 online a m\u016f\u017eeme je tak upravovat podle zm\u011bn, kter\u00e9 p\u0159\u00edpadn\u011b nastanou.<\/p>\n

Kniha Jak na s\u00edt\u011b m\u00e1 podtitul \u201eOvl\u00e1dn\u011bte \u010dty\u0159i principy \u00fasp\u011bchu na soci\u00e1ln\u00edch s\u00edt\u00edch\u201c. Co je t\u011bmi principy a opravdu n\u00e1m k \u00fasp\u011bchu sta\u010d\u00ed pouze \u010dty\u0159i?
\n<\/strong>Ano, jsou to ty nejz\u00e1sadn\u011bj\u0161\u00ed. Schov\u00e1vaj\u00ed pod sebou ale mnoho znalost\u00ed, zku\u0161enost\u00ed a umu. Jmenuj\u00ed se Zaujmi, Naslouchej, Vypr\u00e1v\u011bj a Vyhodnocuj. Ka\u017ed\u00fd z nich zab\u00edr\u00e1 cca \u010dtvrtinu textu knihy. Pokud je ovl\u00e1dnete, v\u0161e ostatn\u00ed u\u017e pro v\u00e1s bude hra\u010dka. M\u016f\u017ee to zn\u00edt jednodu\u0161e, ale n\u011bjak\u00fd ten \u010das to zabere.<\/p>\n

\u010c\u00edm se vyzna\u010duje \u00fasp\u011b\u0161n\u00fd profil na facebooku nebo instagramu?
\n<\/strong>P\u0159in\u00e1\u0161\u00ed v\u00fdsledky, pro kter\u00e9 je jeho autor vytvo\u0159il. A ty jsou r\u016fzn\u00e9. M\u016f\u017ee to b\u00fdt zv\u00fd\u0161en\u00ed obratu firmy, n\u00e1v\u0161t\u011bvnost webu, nov\u00ed zam\u011bstnanci, \u010dten\u00e1\u0159i, voli\u010di. M\u016f\u017ee to b\u00fdt informovanost obyvatel m\u011bsta. C\u00edle jsou r\u016fzn\u00e9. Ale velk\u00e9 \u010d\u00edslo fanou\u0161k\u016f a vy\u0148u\u0148an\u00e9 p\u0159\u00edsp\u011bvky je\u0161t\u011b \u00fasp\u011b\u0161n\u00fd profil ned\u011blaj\u00ed. Na to je d\u016fle\u017eit\u00e9 myslet jak u vlastn\u00edch profil\u016f, tak p\u0159i posuzov\u00e1n\u00ed t\u011bch ciz\u00edch.<\/p>\n

M\u00e1t\u011b n\u011bjak\u00fd obl\u00edben\u00fd brand nebo profil, kter\u00fd byste mohly d\u00e1t jako p\u0159\u00edklad?
\n<\/strong>Skoro v\u0161echny na\u0161e hv\u011bzdy najdete v knize jako inspiraci.<\/p>\n

Pr\u00fd jste p\u0159i psan\u00ed knihy vyu\u017e\u00edvaly n\u00e1mitek jak\u00fdchsi oponent\u016f. Je to pravda?
\n<\/strong>Ano. M\u011bly jsme oponenty. Jejich \u00fakolem bylo rozcupovat n\u00e1\u0161 text na kusy p\u0159edt\u00edm, \u017ee by ho rozcupovali \u010dten\u00e1\u0159i. Kdy\u017e jsme spolu mluvily o tom, jak\u00e1 p\u0159edstava \u010dten\u00e1\u0159e n\u00e1s nejv\u00edc stra\u0161\u00ed, jednozna\u010dn\u011b jsme se shodly na Michalovi Ka\u0161p\u00e1rkovi. Michal je \u0161\u00e9fredaktor Finmagu, publicista a obdivuhodn\u011b se\u010dt\u011bl\u00fd \u010dlov\u011bk. \u0158ekly jsme si, \u017ee bude lep\u0161\u00ed, kdy\u017e n\u00e1m knihu bude oponovat, ne\u017e aby ji po vyd\u00e1n\u00ed recenzoval. Dal\u0161\u00edch p\u011bt oponent\u016f jsme si vybraly podle na\u0161ich c\u00edlov\u00fdch \u010dten\u00e1\u0159sk\u00fdch skupin. Odborn\u00edk na soci\u00e1ln\u00ed s\u00edt\u011b, marketingov\u00fd specialista, freelancer, n\u011bkdo, kdo se vede t\u00fdm online marketingu ve velk\u00e9 firm\u011b a tak\u00e9 n\u011bkdo, kdo se soci\u00e1ln\u00edm s\u00edt\u00edm profesn\u011b v\u016fbec nev\u011bnuje, ale pou\u017e\u00edv\u00e1 je k budov\u00e1n\u00ed sv\u00e9 vlastn\u00ed zna\u010dky. Obrovsky n\u00e1s pot\u011b\u0161ilo, \u017ee na \u201ecupov\u00e1n\u00ed\u201c nedo\u0161lo ani od jednoho z oponent\u016f.<\/p>\n

V online sv\u011bt\u011b se v\u0161echno rychle m\u011bn\u00ed. Jak je to s nad\u010dasovost\u00ed knihy, kter\u00e1 je n\u00e1strojem pro pr\u00e1ci na soci\u00e1ln\u00edch s\u00edt\u00edch?
\n<\/strong>T\u00edm, \u017ee kniha zdaleka nen\u00ed p\u0159\u00edru\u010dkou kam kliknout, z\u016fst\u00e1v\u00e1 ve velk\u00e9 m\u00ed\u0159e nad\u010dasovou a nez\u00e1vislou na zm\u011bn\u00e1ch na jednotliv\u00fdch soci\u00e1ln\u00edch s\u00edt\u00edch. Pokud p\u0159ijmete za sv\u00e9, co v\u00e1s v knize u\u010d\u00edme, \u017e\u00e1dn\u00e1 nov\u00e1 slu\u017eba v\u00e1s nerozh\u00e1z\u00ed. Je tam n\u011bkolik m\u00e1lo bod\u016f (nap\u0159\u00edklad o tom, jak funguj\u00ed algoritmy), kter\u00e9 z\u0159ejm\u011b v pr\u016fb\u011bhu let mohou zastarat, ale ty nijak neovlivn\u00ed nabyt\u00e9 znalosti. N\u011bco jsme tak\u00e9 vy\u0159e\u0161ily propojen\u00edm s online \u010dl\u00e1nky a pracovn\u00edmi materi\u00e1ly, kter\u00e9 m\u00e1me mo\u017enost aktualizovat.<\/p>\n

\u010c\u00edm je podle v\u00e1s va\u0161e kniha jedine\u010dn\u00e1?
\n<\/strong>Drtiv\u00e1 v\u011bt\u0161ina knih, kter\u00e9 vznikaj\u00ed, se bu\u010f zab\u00fdvaj\u00ed n\u00e1vody na to, jak s jednotliv\u00fdmi soci\u00e1ln\u00edmi s\u00edt\u011bmi zach\u00e1zet, nebo rozeb\u00edraj\u00ed specifick\u00e9 dovednosti, kter\u00e9 pot\u0159ebujete. Na\u0161e kniha je unik\u00e1tn\u00ed v tom, \u017ee kombinuje jak informace o tom, jak soci\u00e1ln\u00ed s\u00edt\u011b funguj\u00ed a jak na nich \u201efunguj\u00ed\u201c u\u017eivatel\u00e9, ale tak\u00e9 o tom, jak tyto informace vyu\u017e\u00edt a vytv\u00e1\u0159et takov\u00fd obsah, kter\u00fd bude fungovat. Chceme nau\u010dit \u010dten\u00e1\u0159e o s\u00edt\u00edch p\u0159em\u00fd\u0161let tak, aby u\u017e \u017e\u00e1dn\u00e9 n\u00e1vody nepot\u0159ebovali.<\/p>\n

Kde se vy samy vzd\u011bl\u00e1v\u00e1te nebo kde se inspirujete, abyste profesn\u011b nezakrn\u011bly?
\n<\/strong>V z\u00e1sad\u011b v\u0161ude kolem n\u00e1s – \u010dteme online \u010dl\u00e1nky, \u010dteme knihy, brouzd\u00e1me po s\u00edt\u00edch, chod\u00edme na kurzy na\u0161ich koleg\u016f. Nav\u00edc ka\u017ed\u00fd n\u00e1\u0161 klient nebo \u00fa\u010dastn\u00edk \u0161kolen\u00ed je dal\u0161\u00ed zku\u0161enost. P\u0159ich\u00e1zej\u00ed s ot\u00e1zkami a probl\u00e9my, kter\u00e9 jim pom\u00e1h\u00e1me \u0159e\u0161it. U\u010d\u00edme se prac\u00ed.<\/p>\n

Jak na s\u00edt\u011b vych\u00e1z\u00ed tak\u00e9 jako audiokniha. Kdo je jej\u00edm interpretem a jak se v\u00e1m zvukov\u00e1 podoba l\u00edb\u00ed?
\n<\/strong>Audioknihu n\u00e1m pr\u00e1v\u011b v t\u011bchto dnech namlouv\u00e1 naprosto \u00fa\u017easn\u00e1 Tereza Do\u010dkalov\u00e1. Je to dvojn\u00e1sobn\u00e1 dr\u017eitelka Ceny Th\u00e1lie a ob\u011b jsme velk\u00e9 fanynky internetov\u00e9ho po\u0159adu Branky body kokoti, kter\u00fd uv\u00e1d\u00ed. Zat\u00edm jsme v\u00fdsledek je\u0161t\u011b nem\u011bly mo\u017enost sly\u0161et, ale ur\u010dit\u011b bude fenomen\u00e1ln\u00ed.<\/p>\n

Ot\u00e1zka na z\u00e1v\u011br: Kde nebo kdy se c\u00edt\u00edte \u00fapln\u011b nejv\u00edce offline?
\nEli\u0161ka:<\/strong> Ve spr\u0161e a za volantem. Douf\u00e1m, \u017ee t\u011bch p\u00e1r zb\u00fdvaj\u00edc\u00edch m\u00edst, kde prost\u011b neexistuje mo\u017enost vz\u00edt mobil do ruky, z\u016fstane uh\u00e1jeno nav\u017edy. Proto\u017ee sama jsem se odpojit je\u0161t\u011b nenau\u010dila.
\nMichelle:<\/strong> Mysl\u00edm, \u017ee offline je stav, kter\u00fd nem\u00e1 stupn\u011b. Bu\u010f jste offline, nebo nejste. Vypnut\u00e9 notifikace nebo mobil v kapse je\u0161t\u011b nutn\u011b neznamen\u00e1, \u017ee jste opravdu offline. Z povahy sv\u00e9 pr\u00e1ce \u010dasto offline nejsem, ale mezi m\u00e9 obl\u00edben\u00e9 offline momenty ur\u010dit\u011b pat\u0159\u00ed hodiny str\u00e1ven\u00e9 ve vlaku, letadle \u010di na chalup\u011b.<\/p>\n

O autork\u00e1ch<\/h3>\n

\"\"<\/p>\n

Michelle Losekoot<\/strong> se \u017eiv\u00ed marketingem u\u017e p\u0159es deset let. Vym\u00fd\u0161l\u00ed pro sv\u00e9 klienty strategie a obsah na soci\u00e1ln\u00ed s\u00edt\u011b, pe\u010duje o online komunity a p\u00ed\u0161e texty. Posledn\u00edch sedm let tak\u00e9 \u0161kol\u00ed firemn\u00ed t\u00fdmy a vede ve\u0159ejn\u00e9 kurzy obsahov\u00e9ho marketingu. Pravideln\u011b used\u00e1 v porot\u00e1ch marketingov\u00fdch sout\u011b\u017e\u00ed a p\u0159edn\u00e1\u0161\u00ed na konferenc\u00edch.<\/p>\n

Eli\u0161ka Vyhn\u00e1nkov\u00e1<\/strong> p\u016fsob\u00ed od roku 2011 jako konzultantka a lektorka soci\u00e1ln\u00edch s\u00edt\u00ed pro jednotlivce, firmy i st\u00e1tn\u00ed \u00fa\u0159ady. Pravideln\u011b p\u0159edn\u00e1\u0161\u00ed, moderuje odborn\u00e9 akce, p\u00ed\u0161e \u010dl\u00e1nky a je porotkyn\u00ed marketingov\u00fdch sout\u011b\u017e\u00ed. Odchodu na volnou nohu p\u0159edch\u00e1zela dlouholet\u00e1 aktivn\u00ed pr\u00e1ce se s\u00edt\u011bmi a tak\u00e9 rozvoj n\u00e1stroj\u016f na monitoring soci\u00e1ln\u00edch s\u00edt\u00ed ve spole\u010dnosti NEWTON Media. M\u00e1 za sebou stovky semin\u00e1\u0159\u016f pro tis\u00edce \u00fa\u010dastn\u00edk\u016f.<\/p>\n

\"\"<\/a><\/p>\n

#VYZKOU\u0160ENO NA VLASTN\u00cd K\u016e\u017dI.<\/b> S kolegyn\u011bmi jsme se vypravily na kurz Jak na s\u00edt\u011b a p\u00e1tek a sobotu se pln\u011b soust\u0159edily na workshop s Eli\u0161kou a Michelle. Aha moment\u016f bylo mnoho, proz\u0159en\u00ed taky a impuls\u016f, co v\u00e1s nakopnou k \u010dinnosti, nep\u0159ebern\u011b! Luxor v\u0159ele doporu\u010duje!<\/p>\n","protected":false},"excerpt":{"rendered":"

#Jak na s\u00edt\u011b je hork\u00e1 kni\u017en\u00ed novinka nakladatelstv\u00ed Jan Melvil. Stoj\u00ed za n\u00ed marketingov\u00fd tandem Michelle Losekoot a Eli\u0161ka Vyhn\u00e1nkov\u00e1, zku\u0161en\u00e9 market\u00e9rky, lektorky a konzultantky v oblasti soci\u00e1ln\u00edch s\u00edt\u00ed. Jejich kniha […]<\/p>\n","protected":false},"author":6,"featured_media":5352,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"twitterCardType":"","cardImageID":0,"cardImage":"","cardTitle":"","cardDesc":"","cardImageAlt":"","cardPlayer":"","cardPlayerWidth":0,"cardPlayerHeight":0,"cardPlayerStream":"","cardPlayerCodec":"","footnotes":""},"categories":[8],"tags":[64,63,52,42,36,65],"class_list":["post-5324","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rozhovor","tag-eliska-vyhnankova","tag-jaknasite","tag-kniha","tag-knihkupectvi","tag-knihy","tag-michelle-losekoot"],"acf":{"related_products":null},"_links":{"self":[{"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/posts\/5324","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/comments?post=5324"}],"version-history":[{"count":0,"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/posts\/5324\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/media\/5352"}],"wp:attachment":[{"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/media?parent=5324"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/categories?post=5324"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.luxor.cz\/blog\/wp-json\/wp\/v2\/tags?post=5324"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}