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Vitana case study
Sme
uvarili 
Case study
Chutne a Natur
京艶逮厩叩厩温鉛看:
Monotematika Vitan叩ik Natur叩ik
Produktov箪 monol坦g
Nepravidelnos泥
Cie直ov叩 skupina zameran叩 na
matersk辿 邸koly
o na to fan炭邸ik?
Vitana case study
Be proud
but not too much!
stanovenie miery brandingu
Recept na mieru
profil 1.0
Ou,
yeah!
Really?
Zozn叩mte sa pros鱈m..
Pom叩ha s varen鱈m
o chceme?
.. zasiahn炭泥 cie直ovku
.. aby sa s nami fan炭邸ik
rozpr叩val (like, share,
comment)
.. aby si ka転d箪 fan炭邸ik na邸iel o mu chut鱈
.. aby si fan炭邸ik na n叩s
spomenul pri n叩kupnom
rozhodnut鱈
Konkr辿tne:
 pln叩 transform叩cia profilu z
t辿my Vitan叩ik Natur叩ik na
Brand profil
 O転ivenie / prebudenie profilu
 Zauja泥
 Budova泥
PRIMRNA:
Mamika, Gazdinka, Mlad叩 modern叩 転ena
Vek: 25  45 rokov
Urenie cie直ovky
SEKUNDRNA:
Otec, Man転el, Mlad箪 modern箪 mu転
Vek: 28  50
 Zap叩ja sa v箪hradne do s炭泥a転鱈
na viacer箪ch profiloch firiem
 Ozve sa len ak mu bal鱈ek
nepr鱈de na as
 P箪ta sa len i u転 sa 転rebovalo
a kde s炭 v箪hercovia, pr鱈padne
ako bude zaslan叩 v箪hra
Typol坦gia fan炭邸ika
TYP 1: V箪hrychtiv箪
 Fan炭邸ikovsk箪 paradox
 Raz za as d叩 v箪krik do tmy
 ..asi m叩 zl辿 sk炭senosti, no
takto funguje na viacero
profiloch
 Je to jeho 転ivotn箪 邸t箪l a nikto
nevie preo
 Hrdina cez internet
Typol坦gia fan炭邸ika
TYP 2: Hater / Troll
 Brand je mu sympatick箪
 Vyjadruje sa k produktom,
ktor辿 pou転鱈va
 Vie by泥 kon邸trukt鱈vne kritick箪
 Vie pochv叩li泥, obh叩ji泥
 Proakt鱈vny v komentovan鱈,
vyjadrovan鱈 n叩zoru
Typol坦gia fan炭邸ika
TYP 3: Brand lover
 Bav鱈 ho t辿ma, ktorej sa
znaka venuje
 Dan叩 t辿ma je jeho hobby
alebo pr叩ca
 V t辿me sa vyzn叩  POZOR!
TYP 4: Topic oriented
Typol坦gia fan炭邸ika
 Nechce sa mu moc reagova泥
na posty
 R叩d sa dozvie nieo nov辿
 Zauj鱈ma sa preva転ne o
z叩bavn箪 obsah a novinky
Typol坦gia fan炭邸ika
TYP 5: Info consumer
prava obalu
 Profilovka
 Cover
 About
 Z叩lo転ky
Kombin叩cia ingredienci鱈:
RUBRIKY
 Tematick辿
 Pravideln辿
 Fan炭邸ikovia si m担転u vybra泥
Z ka転d辿ho ro転ku tro邸ku:
 Jedna rubrika = jedna t辿ma
 Intenzita postovania: 4/7
Zdrav箪 転ivotn箪 邸t箪l
R箪chle a jednoduch辿
varenie
Tipy na v鱈kend
鰻艶糸艶直温
Rubriky =
PRAVIDELNOS鼎
TEMATICK PESTROS鼎
PORIADOK
A v 鱈slach:
KEY
STATISTICS
+
3 521,6 %
+
1 338
0
200
400
600
800
1000
1200
1400
1600
Talking about 14. 1. - 14. 2. 2013
Talking about
KEY
STATISTICS
+
5896
15000
16000
17000
18000
19000
20000
21000
22000
Poet fans od 14. 01. 2013  03. 06. 2013
KEY
STATISTICS
+
137 716
+
3 859,8 %
0
20000
40000
60000
80000
100000
120000
140000
160000
1/14/13
1/15/13
1/16/13
1/17/13
1/18/13
1/19/13
1/20/13
1/21/13
1/22/13
1/23/13
1/24/13
1/25/13
1/26/13
1/27/13
1/28/13
1/29/13
1/30/13
1/31/13
2/1/13
2/2/13
2/3/13
2/4/13
2/5/13
2/6/13
2/7/13
2/8/13
2/9/13
2/10/13
2/11/13
2/12/13
2/13/13
2/14/13
REACH 14. 1. - 14. 2. 2013
REACH
DOBR RNO
Vitana case study
Ankety, vide叩, linky
Ankety, vide叩, linky =
Ankety: 叩no!
..zvykn炭 sa podceova泥
Vide叩: treba spr叩vne vybra泥!
Linky: nie, pokia直 to nie je pecka alebo
odkaz na vlastn炭 aplik叩ciu, i z叩lo転ku
(notes)
 ..zvykn炭 sa preceova泥
o treba postova泥?
Pekn辿 fotky
Ako sme s dlh箪mi textami vypiekli:
Kr鱈zova komunik叩cia
Kde bolo tam bolo, niekto postol negat鱈vny koment叩r 
Ajajaaaaaj bo転e
o s t箪m????
Dont panic!
 捗udia si be転ne na internete dovoluj炭
viac ako vo face-to-face komunik叩cii
 Ani negat鱈vne koment叩re 直ud鱈
nema転eme! Neoplat鱈 sa to.
 Reagujeme presne tak, ako by sme sa
videli zoi-voi
 Zachovajte zdrav辿 sebavedomie!
Upgrade receptu na mieru
2.0 knedl鱈kov叩 sez坦na
Mean right
now?
Hell, yeah
h dear!
Ak chcete otestova泥 kreativitu a potenci叩l
agent炭ry, zadajte im t辿mu:
DEHYDROVAN KNEDLKOV POLIEVKY
Knedl鱈ky v rubrik叩ch
Zav邸enie knedl鱈kovej sez坦ny hrou
KNEDLIS
https://www.facebook.com/photo.php?v=4621962228324&s
et=vb.312906718167&type=2&theater
MILUJEME
KNEDLIS! :D
Vitana case study
Knedlis v 鱈slach
Celkov箪 poet nahran箪ch bodov: 4 306 520
mu転i: 799 360
転eny: 3 507 160
Najviac hraj炭ci hr叩: 601 kr叩t | 転ena z Bratislavy
Najhranej邸鱈 de: 11.3.2013
Najhranej邸ie hodiny: 転eny o 19:00 |mu転i o 20:00
BONUS:
Screen mailovej komunik叩cie v agent炭re po spusten鱈 KNEDLISU
Vytunovan箪 recept na mieru
grilovacia sez坦na 3.0
Ready?
For
sure!?!
 Zaradenie t辿my grilovania do pravideln箪ch rubr鱈k
 Eduk叩cia grilovania
 Pr鱈prava Pl叩novaa grilovaiek
 S炭泥a転 o grilovacie kufr鱈ky
Grilovanie v rubrik叩ch
Eduk叩cia grilovania
Zhrnutie:
 Nepostova泥 pr鱈li邸 asto
 鱈m krat邸ie statusy t箪m
lep邸ie
 Pekn辿 obr叩zky NO!
 Linky 鱈m menej t箪m
lep邸ie
 Vide叩 ak s炭 kr叩tke
a v箪sti転n辿, preo nie
 PREPOJENIE S
PRODUKTOM
Nebojte sa d叩va泥 ot叩zky svojim fan炭邸ikom!
NECHME
VYCHLADN鼎
Vlastn叩 tvorba ;)
Chutilo?
akujem!
Petra Div辿kyov叩
@petradivekyova
fb.com/petradivekyova
divekyova@dotcom.sk
www.dotcom.sk
Ad

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Vitana case study