{"id":2131,"date":"2023-10-24T18:28:20","date_gmt":"2023-10-24T18:28:20","guid":{"rendered":"https:\/\/www.czechbankingnews.cz\/?p=2131"},"modified":"2023-10-24T18:28:20","modified_gmt":"2023-10-24T18:28:20","slug":"komentare-odborniku-k-rebrandingu-twitteru","status":"publish","type":"post","link":"https:\/\/www.czechbankingnews.cz\/?p=2131","title":{"rendered":"Koment\u00e1\u0159e odborn\u00edk\u016f k rebrandingu twitteru"},"content":{"rendered":"

Rebrandingem Twitteru na X ale velkolep\u00e1 Muskova vize nekon\u010d\u00ed. Technologick\u00fd inov\u00e1tor a podnikatel se chyst\u00e1 ud\u011blat krok, kter\u00fd by mohl posunout platformu na zcela novou \u00farove\u0148. <\/strong><\/p>\n

Muskova iniciativa rozpoutala vlnu diskus\u00ed a spekulac\u00ed o tom, jak\u00e9 jsou mo\u017en\u00e9 d\u016fsledky nejen pro platformu samotnou, ale i pro cel\u00fd digit\u00e1ln\u00ed ekosyst\u00e9m. Jak se na to d\u00edvaj\u00ed marketingov\u00ed experti?<\/p>\n

Je d\u011bsiv\u00e9 pomyslet na to, kolik zm\u011bn bylo na Twitteru zavedeno od n\u00e1stupu podnikatele v \u0159\u00edjnu 2022. Propustil t\u00e9m\u011b\u0159 75 % zam\u011bstnanc\u016f, kv\u016fli obav\u00e1m ze zm\u011bn komunit\u00e1rn\u00edch sm\u011brnic napl\u00e1noval spu\u0161t\u011bn\u00ed p\u0159edplatn\u00e9ho. Ano, to v\u0161e se stalo za m\u00e9n\u011b ne\u017e rok.<\/p>\n

Musk, kter\u00fd Twitter loni koupil za 44 miliard dolar\u016f, ned\u00e1vno p\u0159ekvapiv\u011b ozn\u00e1mil pl\u00e1ny na p\u0159em\u011bnu soci\u00e1ln\u00ed s\u00edt\u011b na \u201eaplikaci na v\u0161echno\u201c.<\/em> Byl z\u0159ejm\u011b inspirov\u00e1n v \u010cin\u011b popul\u00e1rn\u00ed super aplikac\u00ed WeChat, je\u017e p\u0159edstavuje komplexn\u00ed digit\u00e1ln\u00ed syst\u00e9m, v n\u011bm\u017e se snoub\u00ed cel\u00e1 \u0159ada funkc\u00ed od komunika\u010dn\u00ed platformy a\u017e po univerz\u00e1ln\u00ed platebn\u00ed metodu. U\u017eivatel\u00e9 t\u00e9to aplikace j\u00ed pou\u017e\u00edvaj\u00ed jako soci\u00e1ln\u00ed s\u00ed\u0165 pro komunikaci, placen\u00ed \u00fa\u010dt\u016f, nakupov\u00e1n\u00ed, rezervaci letenek a spr\u00e1vu energetick\u00fdch plateb. Firmy p\u0159es n\u00ed \u0159\u00edd\u00ed komunikaci anebo obchodov\u00e1n\u00ed.<\/p>\n

Ka\u017edodenn\u00ed \u017eivot v \u010d\u00ednsk\u00fdch m\u011bstech se bez WeChatu t\u00e9m\u011b\u0159 neobejde, a to a\u017e do t\u00e9 m\u00edry, \u017ee nep\u0159\u00edtomnost \u010di \u00fapln\u00e1 absence na soci\u00e1ln\u00ed s\u00edti je p\u0159irovn\u00e1na k “digit\u00e1ln\u00ed smrti”. Platforma, kter\u00e1 by zahrnovala podobn\u011b \u0161irok\u00e9 spektrum funkc\u00ed jako WeChat, zat\u00edm na z\u00e1pad\u011b neexistuje. Nicm\u00e9n\u011b, my\u0161lenka \u201eEverything\u201c<\/em> aplikace nen\u00ed zcela nov\u00e1, a byla prozkoum\u00e1na i jin\u00fdmi spole\u010dnostmi, v\u010detn\u011b dal\u0161\u00edho digit\u00e1ln\u00edho gigantu, spole\u010dnosti Microsoft.<\/p>\n

\u00a0Twitter 2.0: Vstupujeme do nov\u00e9 \u00e9ry?<\/strong><\/p>\n

Spole\u010dnosti jako Meta a Twitter (nov\u011b X) investuj\u00ed obrovsk\u00e9 \u010d\u00e1stky do rozvoje metaverze a placen\u00fdch p\u0159edplatn\u00fdch. Tyto soci\u00e1ln\u00ed s\u00edt\u011b se sna\u017e\u00ed posunout od reklamn\u00edho modelu k vytv\u00e1\u0159en\u00ed hodnoty p\u0159\u00edmo na sv\u00fdch platform\u00e1ch. Cht\u011bj\u00ed, aby u\u017eivatel\u00e9 platili za p\u0159edplatn\u00e9 a transak\u010dn\u00ed poplatky, m\u00edsto aby spol\u00e9hali pouze na zna\u010dky a inzerenty. Tento p\u0159echod z reklamy na p\u0159\u00edm\u00fd plat\u00edc\u00ed model m\u016f\u017eeme vn\u00edmat jako vytvo\u0159en\u00ed pr\u00e9miov\u00e9 verze soci\u00e1ln\u00edch s\u00edt\u00ed.<\/p>\n

T\u00edmto zp\u016fsobem se sna\u017e\u00ed diverzifikovat sv\u00e9 p\u0159\u00edjmy a z\u00e1rove\u0148 minimalizovat rizika spojen\u00e1 s mo\u017en\u00fdmi bojkoty. Vstupujeme do druh\u00e9ho v\u011bku soci\u00e1ln\u00edch s\u00edt\u00ed, a X se sna\u017e\u00ed b\u00fdt prvn\u00ed platformou, kter\u00e1 t\u00edmto sm\u011brem kr\u00e1\u010d\u00ed. B\u011bhem n\u00e1sleduj\u00edc\u00edch let bude rozhoduj\u00edc\u00ed, jak\u00fdm zp\u016fsobem u\u017eivatel\u00e9 na tuto zm\u011bnu zareaguj\u00ed, a jestli i nad\u00e1le budou aplikaci X pou\u017e\u00edvat.\u00a0<\/strong><\/p>\n

X vs. dal\u0161\u00ed aplikace: Co si mysl\u00ed experti<\/strong><\/p>\n

Musk je zn\u00e1m\u00fd jako vizion\u00e1\u0159 a \u00fasp\u011b\u0161n\u00fd podnikatel, ale od jeho p\u0159evzet\u00ed Twitteru spole\u010dnost\u00ed projela velk\u00e1 vlna nesouhlasu se zm\u011bnami v aplikaci, a a\u010dkoliv n\u011bkter\u00e1 Muskova rozhodnut\u00ed na prvn\u00ed pohled mohou p\u016fsobit z\u00e1hadn\u011b, tak n\u00e1m nezb\u00fdv\u00e1 nic, ne\u017e doufat \u017ee m\u00e1 sv\u00e9 racion\u00e1ln\u00ed d\u016fvody. Jeho ambice vytvo\u0159it super aplikaci m\u016f\u017ee b\u00fdt revolu\u010dn\u00ed, ale zda se j\u00ed poda\u0159\u00ed uskute\u010dnit nebo zda to cel\u00e9 bude jen velk\u00fd projekt za miliony dolar\u016f bez \u00fasp\u011bchu, se uk\u00e1\u017ee a\u017e za n\u011bkolik let.<\/p>\n

U projekt\u016f tohoto typu je v\u017edy kl\u00ed\u010dov\u00e1 role u\u017eivatel\u016f a jejich aktivit. Z\u00e1padn\u00ed online trhy jsou mnohem m\u00e9n\u011b centralizovan\u00e9 ne\u017e trh v \u010c\u00edn\u011b a nab\u00edzej\u00ed v\u00edce alternativ.<\/p>\n

\u201eWeChat je \u00fasp\u011b\u0161n\u00fd p\u0159edev\u0161\u00edm v \u010c\u00edn\u011b, kde jsou ostatn\u00ed nejpou\u017e\u00edvan\u011bj\u0161\u00ed soci\u00e1ln\u00ed s\u00edt\u011b zak\u00e1zan\u00e9 a z\u00e1rove\u0148 podl\u00e9h\u00e1 p\u0159\u00edsn\u00e9 st\u00e1tn\u00ed cenzu\u0159e. V Americe i v Evrop\u011b je jin\u00e1 mentalita, politick\u00e9 a obchodn\u00ed prost\u0159ed\u00ed. Ka\u017ed\u00fd se m\u016f\u017ee rozhodnout, jakou soci\u00e1ln\u00ed s\u00ed\u0165 chce pou\u017e\u00edvat, nen\u00ed nic, co by bylo podm\u00edn\u011bno u\u017e\u00edv\u00e1n\u00edm n\u011bkter\u00e9 konkr\u00e9tn\u00ed, jako je tomu u WeChatu. Mo\u017en\u00e1 toho Muskova platforma nab\u00eddne v\u00edce na jednom m\u00edst\u011b, nemysl\u00edm si ale, \u017ee by nahradila nebo n\u011bjak v\u00fdrazn\u011b oslabila u\u017eivatelskou z\u00e1kladnu ostatn\u00edch soci\u00e1ln\u00edch s\u00edt\u00ed, ” <\/em>komentuje Jakub La\u0161t\u016fvka, vedouc\u00ed marketingu v digit\u00e1ln\u00ed a brandingov\u00e9 agentu\u0159e <\/strong>Ler Studio<\/strong><\/a>.<\/strong><\/p>\n

Za \u00fasp\u011bchem WeChat toti\u017e ve velk\u00e9 m\u00ed\u0159e stoj\u00ed nejen timing, kdy v\u00a0za\u010d\u00e1tc\u00edch pomohla b\u011b\u017en\u00fdm \u010c\u00ed\u0148an\u016fm naplno vyu\u017e\u00edvat jejich smartphone, ale i aktivn\u00ed ban konkuren\u010dn\u00edch aplikac\u00ed typu Facebook, Youtube nebo X. Takovou podporu jednomu hr\u00e1\u010di u n\u00e1s rozhodn\u011b o\u010dek\u00e1vat nem\u016f\u017eeme, proto\u017ee jednotliv\u00e9 aplikace b\u011b\u017en\u011b kop\u00edruj\u00ed funkce ostatn\u00edch, Muskova konkurence zcela jist\u011b nebude v\u00a0p\u0159\u00edpad\u011b ohro\u017een\u00ed sv\u00e9 u\u017eivatelsk\u00e9 z\u00e1kladny jen ne\u010dinn\u011b p\u0159ihl\u00ed\u017eet.\u00a0<\/em><\/strong><\/p>\n

Nerd a g\u00e9nius<\/strong>\u00a0<\/em><\/strong><\/p>\n

Dle V\u00edtka Lustyka<\/strong>, specialisty soci\u00e1ln\u00edch s\u00edt\u00ed z\u00a0Ler Studia, Muska nesm\u00edme podce\u0148ovat: \u201eJeho schopnost m\u011bnit sv\u011bt projekt po projektu je nezpochybniteln\u00e1. Nyn\u00ed vstupuje do sv\u011bta soci\u00e1ln\u00edch s\u00edt\u00ed a bylo by v\u00edc ne\u017e naivn\u00ed odsoudit jeho pr\u00e1ci hned na za\u010d\u00e1tku \u2013 zvl\u00e1\u0161t\u011b kdy\u017e vid\u00edme, do jak velk\u00e9ho boje Musk s x.com vstupuje\u201d.<\/em>\u00a0<\/em><\/p>\n

Podobn\u011b to vid\u00ed i CEO Ler Studio<\/strong><\/a> Tom\u00e1\u0161 Zad\u00e1k<\/strong>: \u201eElona Muska vn\u00edm\u00e1m jako nejv\u011bt\u0161\u00edho vizion\u00e1\u0159e dne\u0161n\u00ed doby, ale z\u00e1rove\u0148 jeho n\u00e1pady a prohl\u00e1\u0161en\u00ed beru v\u017edy s rezervou. Co se t\u00fd\u010de Twitteru, dnes u\u017e\u00a0x.com\u00a0fand\u00edm. Mysl\u00edm, \u017ee v jeho ruk\u00e1ch m\u016f\u017ee vzniknout n\u011bco, co \u017e\u00e1dn\u00e1 jin\u00e1 soci\u00e1ln\u00ed s\u00ed\u0165 zat\u00edm nedok\u00e1zala. Cesta to bude velice trnit\u00e1, ale oproti ostatn\u00edm m\u00e1 Musk kolem sebe obrovskou medi\u00e1ln\u00ed auru. My\u0161lenka jedn\u00e9 hlavn\u00ed komplexn\u00ed digit\u00e1ln\u00ed platformy, p\u0159es kterou mohu komunikovat, platit, sd\u00edlet m\u00e9dia se mi l\u00edb\u00ed. U\u017e jenom ta p\u0159edstava, \u017ee bych mohl zahodit Instagram nebo Facebook… Mo\u017en\u00e1 stoj\u00edme u zrodu nov\u00e9 digit\u00e1ln\u00ed kultury a z\u00e1niku n\u011bkter\u00fdch platforem. Jestli se tak opravdu stane, uvid\u00edme za p\u00e1r let<\/em>. ”<\/p>\n

Co n\u00e1s \u010dek\u00e1 po rebrandingu?<\/strong>\u00a0<\/strong><\/p>\n

Nen\u00ed pochyb o tom, \u017ee rychlost zm\u011bn, kter\u00e9 Musk podnik\u00e1, se zd\u00e1 b\u00fdt \u0161\u00edlen\u00e1. X se nyn\u00ed vyd\u00e1v\u00e1 na cestu k tomu, aby se stal super aplikaci. V souvislosti s rebrandingem platformy se v\u0161ak na internetu objevuje spousta \u201cv\u00e1\u017en\u00fdch\u201d dotaz\u016f\u2026 Nap\u0159\u00edklad: Jak se bude nov\u011b \u0159\u00edkat tweetu?<\/p>\n

Pokud se soci\u00e1ln\u00ed s\u00edt\u011b stanou n\u011b\u010d\u00edm v\u00edc ne\u017e jen profilem a p\u0159\u00edsp\u011bvky, tak Twitter (nov\u011b X) bude pravd\u011bpodobn\u011b na Z\u00e1pad\u011b prvn\u00ed. Koncept \u201eEverything\u201c<\/em> aplikace se nyn\u00ed zd\u00e1 b\u00fdt trochu nejasn\u00fd, ale bude p\u0159edstavovat p\u0159\u00edmou hrozbu pro \u0159adu dal\u0161\u00edch velk\u00fdch technologick\u00fdch \u0161elem. Mo\u017en\u00e1 dojde i k ur\u010dit\u00fdm vazb\u00e1m a exkluzivn\u00edm partnerstv\u00edm ve snaze udr\u017eet si u\u017eivatele.<\/p>\n","protected":false},"excerpt":{"rendered":"

Rebrandingem Twitteru na X ale velkolep\u00e1 Muskova vize nekon\u010d\u00ed. Technologick\u00fd inov\u00e1tor a podnikatel se chyst\u00e1 ud\u011blat krok, kter\u00fd by mohl posunout platformu na zcela novou […]<\/a><\/p>\n<\/div>","protected":false},"author":2,"featured_media":2132,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30],"tags":[],"class_list":["post-2131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-komentar"],"_links":{"self":[{"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/posts\/2131","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2131"}],"version-history":[{"count":1,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/posts\/2131\/revisions"}],"predecessor-version":[{"id":2133,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/posts\/2131\/revisions\/2133"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=\/wp\/v2\/media\/2132"}],"wp:attachment":[{"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2131"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2131"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.czechbankingnews.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2131"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}