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Šablona -- Diplomová Práce (Fmk) Aspekty ovlivňující zobrazování videí anglicky mluvících tvůrců na YouTube Břetislav Staša Diplomová práce 2018 ABSTRAKT Práce pojednává o fenoménu YouTube, a to zejména z analytické perspektivy. Předmětem práce jsou aspekty, které ovlivňují zobrazování videí anglicky mluvících tvůrců. Důraz je kladen především na aspekty, které se vážou k náhledovému obrázku a názvu videa, dále pak také k vztahu mezi autorem videa, či správce kanálu, a diváky daného videa. Klíčová slova: YouTube, vlog, video, titulek, náhledový obrázek, youtubeři, vlogeři, komu- nikace, internet, propagace, clickbaiting, reklama, sociální sítě ABSTRACT Thesis examines the phenomenon of YouTube mainly from the point of view of an analytic approach. Aspects determining the reach of videos made by English speaking creators are the main focus of the thesis. Emphasis is placed predominantly on the aspects of a thumbnail and a title. Moreover, the thesis also explores the relationship between the creator and the viewers of the given video. Keywords: YouTube, vlog, video, title, thumbnail, youtubers, vlogers, communications, marketing, internet, promotion, clickbaiting, commercial, social networks Tímto budiž poděkováno PhDr. Tomáši Šulovi, Ph.D. za jeho důsledné vedení práce, mentorování a pohotový styl komunikace. Dále také doc. Mgr. Ing. Olze Juráškové, Ph.D. za duchovní oporu po dobu mého studia a celoživotní inspiraci. Dále chci poděkovat všem, kteří se podíleli na dílčích částech výzkumu a projektové části, zejména Camille Ranauro, Martě Ķepīte, Jonne Tas, Marcu Oliverovi, Grigorii Kat- soudě, Shannoně Quigleyové, Cathy Manousaki, Lauře Šterné, Césaru Franckovi a Florianu Devouassouxovi. With deep gratitude to PhDr. Tomáš Šula, Ph.D., doc. Mgr. Ing. Olga Jurášková, Ph.D., Camilla Ranauro, Marta Ķepīte, Jonne Tas, Marco Oliver, Grigoria Katsouda, Shannon Quigley, Cathy Manousaki, Laura Šterna, César Franck and Florian Devouassoux It's only after we've lost everything that we're free to do anything. ― Chuck Palahniuk, Fight Club Prohlašuji, že odevzdaná verze diplomové práce a verze elektronická nahraná do IS/STAG jsou totožné. Ve Zlíně, 10. dubna 2018 Břetislav Staša OBSAH ÚVOD .................................................................................................................................. 10 I TEORETICKÁ ČÁST .................................................................................................... 11 1 MARKETING NA POČÁTKU 21. STOLETÍ ...................................................... 12 1.1 PRODUKT ............................................................................................................. 13 1.2 CENA .................................................................................................................... 14 1.3 DISTRIBUCE .......................................................................................................... 14 1.4 PROPAGACE .......................................................................................................... 15 2 INTERAKTIVNÍ INTERENT ................................................................................ 17 2.1 WEB 2.0 .............................................................................................................. 17 2.2 SOCIÁLNÍ MÉDIA .................................................................................................. 18 2.3 DRUHY SOCIÁLNÍCH SÍTÍ ...................................................................................... 19 2.3.1 Social bookmarking ..................................................................................... 19 2.3.2 Social media submission sites ...................................................................... 20 2.3.3 Fóra a diskuzní sítě ....................................................................................... 20 2.3.4 Sítě pro sdílení médií ................................................................................... 21 2.3.5 Recenzní sítě ................................................................................................ 21 2.3.6 Social Networking sites ................................................................................ 21 2.3.7 Blogy ............................................................................................................ 22 2.3.8 Microblogy ................................................................................................... 23 2.3.9 Podcasty ....................................................................................................... 23 2.3.10 Vlogy ............................................................................................................ 24 2.3.11 Wikis ............................................................................................................ 24 3 ROLE VIDEA V MARKETINGOVÝCH KOMUNIKACÍCH ........................... 25 3.1 VIDEOMARKETING ............................................................................................... 25 3.2 ROLE VIDEA V MK ............................................................................................... 26 3.2.1 Placený a neplacený videomarketing ........................................................... 28 3.2.2 Videomarketing a sociální sítě ..................................................................... 29 3.2.3 Video a SEO ................................................................................................. 29 3.2.4 Vliv videa na návratnost investic ................................................................. 31 3.3 VIRAL MARKETING ............................................................................................... 31 4 YOUTUBE ................................................................................................................ 32 4.1 STRUČNÁ HISTORIE YOUTUBE ............................................................................. 32 4.2 PARTNERSKÝ PROGRAM YOUTUBE ....................................................................... 33 4.3 STŘET AUTORSKÝCH PRÁV ................................................................................... 33 4.4 OSTATNÍ SÍTĚ PRO SDÍLENÍ VIDEÍ .......................................................................... 34 4.4.1 Vimeo ........................................................................................................... 34 4.4.2 Daily Motion ................................................................................................ 35 4.4.3 Blib.tv ........................................................................................................... 35 4.4.4 Google Videos .............................................................................................. 36 4.4.5 Facebook ...................................................................................................... 36 5 VYTVÁŘENÍ ATRAKTIVNÍHO VIDEA ............................................................. 37 5.1 TYPOLOGY VIDEA PODLE OBSAHU ........................................................................ 37 5.2 VŠEOBECNÁ MARKETINGOVÁ DOPORUČENÍ PRO TVŮRCE VIDEÍ ............................ 38 5.3 TITULEK VIDEA .................................................................................................... 39 5.4 NÁHLEDOVÝ OBRÁZEK VIDEA .............................................................................. 43 6 VÝZKUMNÉ OTÁZKY A METODIKA .............................................................. 45 6.1 VÝZKUMNÉ OTÁZKY ............................................................................................ 45 6.2 METODIKA ........................................................................................................... 46 6.2.1 Desk research ............................................................................................... 46 6.2.2 Komparativní analýza .................................................................................. 46 6.2.3 Hloubková analýza ....................................................................................... 48 6.2.4 Focus Group ................................................................................................. 48 II PRAKTICKÁ ČÁST ...................................................................................................... 49 7 DESK RESEARCH .................................................................................................. 50 7.1 PRIMÁRNÍ ZKOUMANÉ ASPEKTY ........................................................................... 50 7.1.1 Aspekty titulku ............................................................................................. 50 7.1.2 Náhledový obrázek videa ............................................................................. 54 7.2 SEKUNDÁRNÍ ZKOUMANÉ ASPEKTY ...................................................................... 56 7.2.1 Patologické aspekty ...................................................................................... 57 7.2.2 Aspekty formátu ........................................................................................... 57 7.3 PŘÍKLADY JEDNOTLIVÝCH ASPEKTŮ V PRAXI A JEJICH KATEGORIZACE ................ 58 8 KOMPARATIVNÍ ANALÝZA ............................................................................... 61 8.1 VÝZKUMNÝ VZOREK ............................................................................................ 61 8.2 OBLASTI VÝZKUMU .............................................................................................. 62 8.3 DOSAHU VIDEA ...................................................................................................
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