Komunikačná stratégia pre Facebook

Pri tvorbe komunikačnej stratégie pre Facebook som myslela na dva základné body:

  1. Lahofer.sk ešte nemá responzívny web, preto je tam veľká miera odchodov pri odkazovaní na stránku zo sociálnych sietí (ľudia totiž prichádzajú cca 80% cez mobily)
  2. Lahofer.sk má tajné prianie stať sa obľúbenou značkou, nielen chutným vínom (o prvé sa snažím ja, to druhé je na vinároch)

A preto som sa rozhodla postovať trikrát do týždňa (mimo kampaní), a tieto posty majú nasledovnú štruktúru:

  1. citát na pondelok
  2. produkt
  3. infografika

Pondelkové citáty o víne som vymyslela veľmi rýchlo, lebo sú veľmi jednoduché. Potrebovala som zaplniť priestor, aby nebolo všetko len o produktoch a predaji. Je tam jednoduchý odtlačok vínového pohára a v ňom citát slávnej osobnosti. V rohu obrázka je nenápadné logo Lahofer. Text svojou dĺžkou síce presahuje povolenú normu Facebooku, čo znamená, že tieto textové reklamy výrazne reguluje, napriek tomu sa posty tešia veľkej obľube a sú nielen početne lajkované, ale aj zdieľané. Tým sa plní môj primárny cieľ, dostať logo do siete a spájať ho nielen s predajom vína, ale aj niečím zábavným, uvoľneným a s radosťou zdieľateľným.

Pondelkový citát o víne, pripravený pre Facebook komunikáciu Lahofer.sk.

Pondelkový citát o víne, pripravený pre Facebook komunikáciu Lahofer.sk.

V stredu postujem produkt. Nie je hlavným motívom, aby bol v zľave. Skôr sa snažím priblížiť vlastnosti vína, vônu, chuť a motivovať ľudí k tomu, aby ho ochutnali. Tiež je v obrázku vždy použité logo produktu. Snažíme sa vyberať také vína, ktoré súvisia s aktuálnou témou. Napríklad v máji a júni muškáty. V lete ľahké a osviežujúce vína. Dôležité je uvádzať aj ocenenia a medaily. Vína sa pravidelne prihlasujú na prestížne súťaže a Lahofer, rovnako ako Hanzel, získavajú popredné priečky.

Produktové posty zamerané na ocenené vína Lahofer a Hanzel, a medaile.

Produktové posty zamerané na ocenené vína Lahofer a Hanzel, a medaily.

V piatok sa vždy pohrám s grafikou. Vytváram zábavné, farebné, gýčové koláže, ktoré veľa napovedia a motivujú ľudí, aby ich komentovali a zdieľali. V prvej vlne som robila koláže, kde som spojila víno a sladké koláče. Inšpiroval ma portál Winefolly.com. Neskôr som však vymysela koncept Art&Wine. Vytvorila som logo a používam ho do koláží s umeleckými dielami. Pointa je, čo by sme naliali osobe z daného portrétu. Veľmi ma teší, ako kreatívne ľudia reagujú a aké zaujímavé fantázie pri tvorbe vznikajú. Neskôr by som chcela vytvárať aj kurzy maľovania spojené s ochutnávkou vína a celkovo projekt Art&Wine posunúť ďalej.

Séria Art&Wine vytvorená pre Lahofer spája umenie, umelecké diela a moravské víno.

Séria Art&Wine vytvorená pre Lahofer spája umenie, umelecké diela a moravské víno.

Čo je veľmi dôležité: Plánovanie. Pripraviť si kalendár, koncept a plán, všetky posty naplánovať v logickom slede a v téme, ktorá je momentálne aktuálna. Pripraviť si dlhodobú tému odbremení vaše mozgové bunky a nemusíte zakaždým vytvárať niečo nové, čo nesedí do predošlej komunikácie. Ľudia si zvyknú na pravidelnosť a vizuálnu podobnosť. Zvyknú si tieto posty zdieľať. A tak sa dostane vaše logo nenápadne ďalej v ľahkej, nenútenej forme. Keď znova uvidia logo, tentokrát prilepené k produktu, nebudú hneď zatvárať otravnú predajnú kampaň, ale máte veľkú šancu, že si post aspoň prečítajú.

Veronika
@kinluska

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