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Odc. 70 Rozmowy #9 - Ten o Cannes Lions, końcu kultury lajka i marce, która nie jest już seksi (gościnnie: Zuzanna Śleszyńska)
269 Plays10 days ago
W tym odcinku zaprosiłyśmy do studia Zuzannę Śleszyńską, współzałożycielkę i dyrektorkę kreatywną agencji influencer marketingu Lettly. Zuza wbiega do nas prosto po festiwalu Cannes Lions. Rozmawiamy o przyszłości marketingu w momencie, w którym wielkie firmy technologiczne (Meta, Amazon, Google) zajęły deptak należący kiedyś do agencji, a kreatywność i twórcy bywają używani jako PR-owa zasłona dla AI. Zuza tłumaczy, dlaczego marka przestała być se*i musi się prosić o zaproszenie do fandomów, zamiast budować własne światy oraz czemu „people don't care" bardziej, niż marketerom się wydaje. Sprawdzamy, które metryki przestały działać i co je zastępuje w świecie LLM-ów i nowej iteracji internetu. Jest też o tym, że influencer marketing przestał być osobnym dodatkiem, a stał się obowiązkowym puzzlem w marketingowej układance.
Wszystkie wymienione w raporcie w podcaście osoby oraz raporty znajdziesz pod tym linkiem.
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Transcript
Introduction and Guest Tease
00:00:00
Monika Borycka
Dzień dobry! Witamy Was podcaście Wycinki z przyszłości, a witają Was i Anna Frota-Kurkowska oraz...
00:00:06
Monia
Monika Borycka, czyli Trend Radar. Słuchajcie, witamy Was. Poprzednio Frota była tu beze mnie, nagrała super rozmowę, którą Wam oczywiście polecamy, ale dzisiaj też mamy niespodziankę i i dyrektorką kreatywną Agencji Influencer Market Kingdom Lettli.
Meet the Guest: Zuzę Frota
00:00:37
Monia
Izuza, welcome. I will be able to take a also call Zuzę Frota?
00:00:43
Zuza
Good morning, good morning. I'm very happy to be the room.
00:00:47
Monia
for cause via gen suha and you should tight
00:00:48
Zuza
In the room.
00:00:49
Monika Borycka
yeah But the other people.
00:00:50
Monia
because ta ta ta ben jewa chi the taga matahiuza ferrotas za plusu wish man
00:00:51
Zuza
ol letterta
00:00:58
Monia
Not only because she is a super specialist coming from your touchcom browno digital marketing go jawaos kiilkanash chaat and a cultural intelligence,
00:01:23
Zuza
Maybe think it today. Maybe something will come out of this conversation.
00:01:25
Monika Borycka
Maybe we'll think about it.
00:01:25
Monia
and what
00:01:26
Monika Borycka
Maybe something happens.
00:01:26
Zuza
Yes. Yes. Yes.
00:01:34
Monia
you have at least one gift Beyonce.
Target Groups & First Impressions
00:01:42
Monia
First question is, is it still aktual?
00:01:43
Zuza
but prana
00:01:47
Zuza
ah
00:02:08
Monia
Okay, do verminia so you na universally let just remain as shaa a conov onvias de butovver but the
00:02:08
Zuza
Frota się ucieszy.
00:02:15
Zuza
It's a target group. It's a target group. When you have do a very good impression, Pedro Pascal and it's a problem. a a
00:02:28
Monia
Okay, but what we're talking about today is that we have and
00:02:48
Monika Borycka
This not a word. It will be done. Maybe in the future,
Future of Influencer & Digital Marketing
00:02:51
Monika Borycka
if we can see it.
00:02:51
Monia
Exactly, but clamor, which we would like to talk about is the one hand, the one in the future influence marketing, but also the one in the future digital marketing.
00:02:52
Monika Borycka
Just a moment.
00:03:02
Monia
Maybe in the future of marketing, so...
00:03:07
Monika Borycka
<unk>ha for she sochi that's they ja that just pa quips so che choice
00:03:08
Monia
ah so much
00:03:09
Zuza
We are in the podcast. We are the future.
00:03:14
Monia
Exactly.
00:03:14
Monika Borycka
the one
00:03:23
Zuza
It
00:03:26
Monia
Lion, which was very hot.
00:03:27
Zuza
was very hot. I'm really sorry.
00:03:29
Monia
but's a going on so va
00:03:30
Zuza
I'm just trying to all questions.
00:03:30
Monika Borycka
Not now, what now, it's a June in Gdyni. You can call it, we call it, girls.
00:03:34
Monia
ah mo
00:03:38
Monia
do and you are at the festival, which brand brand event,
00:03:51
Monika Borycka
shekraiv nosh chinazi mejifjauhayja
00:03:53
Monia
It's a the
00:03:54
Zuza
Watch it.
00:04:15
Monia
but but for permission
00:04:16
Zuza
I don't think I'll use this statement that it depends
Cannes Lions Creativity Festival
00:04:23
Zuza
on how to look at it.
00:04:23
Monia
Thank you.
00:04:23
Monika Borycka
Thank you.
00:04:26
Zuza
The Cannes Lions are a festival and a conference called International Festival of Creativity. So in the first place where the largest agency from the world is the greatest creative agency,
00:04:43
Zuza
They great, and culture is great. There a little bit of a difference between technology and creativity.
00:05:03
Zuza
if stuck butt should if strong ah a and port zi atani chiztaic braer reclamova staim They were
Creativity vs Technology Debate
00:05:50
Zuza
the the Disneyland influencer marketing. You just go to see all the people who watch the show
00:06:05
Zuza
on Netflix, YouTube, Instagram, TikTok. And
00:06:13
Monia
But understand that they just got their friends and put them into the strefy. What do they do? What do they do?
00:06:18
Monika Borycka
So, drhe akio
00:06:19
Monia
it's a tosa butamra pien of washshne world totahiism
00:06:19
Zuza
b was a scene for
00:06:31
Zuza
which usually participants of were not in like water.
00:06:48
Zuza
in the platform ah put sha on for tov paros to a vod ah in I think it's just...
00:07:04
Monia
No, no, no, no,
00:07:04
Monika Borycka
But we love the controversy. We love the controversy.
00:07:07
Zuza
a
00:07:11
Monika Borycka
go for it
00:07:25
Zuza
that both creativity and the creators are using it as a gimmick PR to try to say that technology is a little, that technology is not a whole of the world, not only if it's social media, but also if it's AI.
00:07:46
Zuza
because when there was slide about AI,
00:07:57
Monia
Uh-huh, uh-huh.
Impact of Technology on Education
00:08:02
Monia
need
00:08:02
Monika Borycka
Mm-hmm.
00:08:03
Monia
So, it is the barjipogu and blue shetan aspect to the sort of of vouches there don obvious but obbiish notvan ah a successful u jet and don pay she means the tria kim a techn yo alla naa trivika yougo corrective natic all of them declarive no dishes na needsz vi sha
00:08:03
Zuza
a
00:08:09
Zuza
tu
00:08:23
Monia
ah granason isqueja and naist no daim shita is
00:08:23
Zuza
So, so, so, so,
00:08:28
Monia
I'm going to say that the in
00:08:40
Zuza
But it's and AI.
00:08:42
Monia
hu
00:08:57
Monia
So, he
00:09:00
Zuza
the spot in different situations. You know what you think about it?
00:09:09
Monia
was in the first one of the first one of Apple's firsts.
00:09:09
Monika Borycka
Mm-hmm. Mm-hmm.
00:09:13
Zuza
Exactly.
00:09:27
Zuza
I
00:09:28
Monika Borycka
her
00:09:30
Zuza
It was very critical because we saw what happened with social media, what it caused, that we have now the use of the use of computer computers in schools in Poland, that we wanted to make a difference um the ramseddis robic have to make sure that goes faago the culture, the creativity, the people, the people.
Love Brands and Emotional Impact
00:09:53
Zuza
think that it was a South by
00:10:04
Zuza
um
00:10:04
Monika Borycka
Ciekawe.
00:10:05
Zuza
tug tu tag
00:10:07
Monia
I think that so so so leish awaa we in
00:10:07
Zuza
and
00:10:07
Monika Borycka
hu
00:10:17
Zuza
du
00:10:21
Zuza
Yes, think that
00:10:26
Zuza
don't don't I
00:10:56
Zuza
I was not a problem for the market, for example, in And the reason was the great support of the the of
00:11:12
Monika Borycka
Mm-hmm.
00:11:53
Zuza
ah yo the kiosta dekistania or bo al If you are all the and and
00:12:06
Monika Borycka
Mm-hmm.
00:12:27
Zuza
on this kind of presentation. um no isrugitronoam And to influencers for it, to be done by nothing. they put a post that they now have a of
00:13:03
Monia
So.
00:13:29
Zuza
the of even came to the doubt that
00:13:37
Zuza
that this is not a
00:13:40
Monika Borycka
Mm-hmm.
00:13:44
Monia
Maybe it's a little
00:13:51
Monia
more. no South by is a very impressive impreza that is showing trend that only has a business.
00:14:10
Zuza
ala ah like it ka se tora dosta andna gro de category but the categories grama attitudetu shigotova i'm
Marketing Strategies for Love Brands
00:14:21
Zuza
sheva from bamanoste the the system was niaming
00:14:22
Monia
That's amazing. Frota, you've got for our episode.
00:14:25
Zuza
eva I was
00:14:28
Monika Borycka
Spanish!
00:14:29
Zuza
ah isabick shija the case sectorrava grawa have a the category social and creator.
00:14:51
Zuza
I don't know, maybe if we're talking about cases like Netflix, where there's an IP, a serial, a story where we're going to participate in the audience, but there was a lot of cases where Mark created a world of Mark, people are in.
00:15:12
Zuza
It's rather a lot of people. I think it's called Klein, Matt Klein.
00:15:18
Monia
So,
00:15:18
Monika Borycka
Matt Klein, exactly. He was a
00:15:20
Zuza
We were on the presentation of Matt Klein with Frotto. It was also about the fact that your brand is not sexy.
00:15:31
Zuza
from maraosni sexing
00:15:32
Monika Borycka
good idea, that was a good idea, talk aletto topbotayuru na is it estaia taka taki obat obad dewar coverva is a
00:15:40
Zuza
yes, have lot of people who are in the
00:15:42
Monika Borycka
the move the muvetka is a mara muit ta v atonin isag that and the
00:15:48
Monia
You you see, what was of a here in the US,
00:16:06
Zuza
office.
00:16:19
Zuza
not talk <unk>je case spske to revec gra barto du runnaro is part of fine nashcoena i'm vietnam con coursera klair skim teras e eant and keistto arstaki char ki bishop we have you with she ramiano to The Index, project VML and of a
00:16:38
Monika Borycka
So, we are
00:16:55
Monia
So,
00:17:00
Monika Borycka
in the past. thathuwaty neroimu zas nerou
00:17:03
Zuza
We were talking about fact that we were talking about the event on the match. We were talking about event on the fan of to scoring
00:17:25
Monia
No, no, no, no,
00:17:25
Monika Borycka
Ojeju.
00:17:27
Zuza
istan scoring boisky
00:17:27
Monia
you have prediction mark there right
00:17:29
Zuza
Yes, exactly.
00:17:30
Monika Borycka
No, to Ezo to Nie, nie, to Ezo, to już bardziej...
00:17:32
Monia
as as of prediction
00:17:34
Monika Borycka
Ezo, Ezo, Ezo.
00:17:44
Zuza
It was very nice, but also the participation culture is also about it, that we are in interaction with the community, which was the most important part.
00:17:55
Zuza
um It's a project for the the else.
00:18:14
Zuza
mr jamaraki nap prav de uvogion chicagogos op hodon
00:18:21
Monia
mm-hmm
00:18:21
Zuza
And we just have to finish with the Lulu.
00:18:26
Monia
and
00:18:27
Zuza
ah People don't care. People don't care.
00:18:30
Monika Borycka
Okay, a my appendix, will be here, what do you think about?
00:18:30
Zuza
why love brand is love brand?
00:18:34
Monika Borycka
Because you said people don't care, but you have brand love. Do you think it's about love brands?
00:18:38
Zuza
Because it's a kuma.
00:18:39
Monika Borycka
Okay.
00:18:41
Zuza
I think that companies,
00:18:44
Zuza
ah mr jamarique but
00:18:45
Monika Borycka
right
00:18:46
Monia
That's what it changes with your own, with your own, because it's love.
00:18:51
Zuza
Yes, yes, yes.
00:18:52
Monia
the world of Tech.
00:18:53
Zuza
And that she listens to her. Because love brand knows that no one exists and love Give me example of love brand.
00:19:05
Monika Borycka
Apple, or Antropic now. Antropic today...
00:19:08
Monia
appletosialanthroppic jiang yeah
00:19:10
Monika Borycka
anthropropic dishy
00:19:10
Zuza
I love it.
00:19:12
Monika Borycka
yes
00:19:12
Zuza
noka barza kohan
00:19:13
Monia
chechetaho v tehu
00:19:14
Zuza
ta bara koham anthropic pointver raburon robbja oceanham goin shimin notef tore like jaza that with such na with mo love brandum of butcha me bridgeja dali
00:19:20
Monia
Thank you.
00:19:26
Zuza
I'm just a little bit of a little bit of a tech. But watch Apple, is
00:19:43
Zuza
yeah do kogo and nitoovic jimmymit ta con campagia for the crazy ones ja boduot ta kelvetebo a bramov you to
00:19:49
Monika Borycka
man
00:19:55
Monika Borycka
Gandhi obviously there was probably found himself.
00:19:57
Zuza
Gandhi, or jewishishibs and gandina maorra gina maco of karshna bra toist tawas tawa just o muwa i knew what
00:19:57
Monika Borycka
Oh, God.
00:20:03
Monika Borycka
Gra w grę.
00:20:08
Monia
But they are the
00:20:11
Zuza
tur
00:20:17
Zuza
shut mona talk about talk but that it that it's it's che back about machine
00:20:19
Monika Borycka
So.
00:20:22
Monia
Okay, so is a in fact e itabbu he start tacky mo camp television at made per said the What brand tech, like Anthropic, we are going be with the Frotha in the day, with the Czapeczek Thinking.
00:20:39
Monika Borycka
i
00:20:43
Zuza
a
00:21:08
Monia
But it is it.
00:21:09
Zuza
So,
00:21:10
Monika Borycka
Who is laughing, he is laughing.
Influencer Marketing Dynamics
00:21:13
Zuza
well, I'll see you time.
00:21:13
Monia
So, Mercz would you want know.
00:21:17
Monika Borycka
But Okay,
00:21:31
Monika Borycka
It also shows that we have to a and I if
00:21:52
Zuza
Mm-hmm.
00:22:14
Monika Borycka
to chłop powiedział, przychodzą do niego programiści i merchandisingu fizycznego. I to mnie jakoś tak urzekło, trochę złapało za serducho.
00:22:43
Monia
alaishla sub this su i che upra pa va tako tehu amo teshnito ko teho i love brandov vola love brandov to mabra ja maist stationov taki fae tom be poumovar a kim starpolikin su him why capine can upstream con new But a merch Facebook?
00:23:02
Monia
ah yeah but vi yeah is actually that de factors anthropt pique moja bit poamo
00:23:03
Zuza
Cringe. <unk>
00:23:06
Monika Borycka
But no, no, no.
00:23:09
Monia
in the blog i'm cha but yeah No,
00:23:13
Zuza
I have a camiselle TikTok and I'm going to go to the spacer with the psem.
00:23:19
Monia
No i to właśnie chodzi o to, że wiecie, te love
00:23:42
Zuza
Yes, I was on a very interesting presentation of marketer, of marketing, of marketing, of the marketing. And I'm going to but 40% of
00:23:52
Monia
traditionalist.
Brand Distinctiveness: Liquid Death
00:24:06
Zuza
tocoon tobi the moment yeah They bought first... They bought you a year ago. It's not recurring revenue,
00:24:24
Zuza
than earlier than earlier.
00:24:26
Monia
Mm-hmm.
00:24:27
Zuza
So, in case of these brands, like Rossmann, Lidl, very much, the is, I don't know,
00:24:34
Monika Borycka
Mm-hmm.
00:24:40
Zuza
um metoteov version all of brand after tur is to keep productive technologyne pray na nevemaus likeka yeahkaist teras a adoptia ahlauda la aquaamta name killka protest and forest such now with mojaineer um do the problem my own mar to reerro piha all that I
00:25:09
Zuza
the inine I tutaj cały czas, od 10 lat to słyszę na konferencjach, you have to be distinctive.
00:25:21
Zuza
Musisz się wyróżniać. No i co? I potem marki, które się wyróżniają, czyli Liquid Death, woda w puszce, która nie wygląda jak woda, tylko jakiś energol, z takim jak browarki, jak browarki.
00:25:33
Monia
I was just a question about alcohol well-being, which is targeted for well-being, that is for example, well-being.
00:25:34
Monika Borycka
Like rowarki, nie. Halo, halo. Ja, słuchajcie...
00:25:43
Zuza
Yes, but the
00:25:46
Monika Borycka
Ja o Liquid Death mogę gadać godzinami, więc jakby tutaj muszę zrobić stop.
00:26:03
Zuza
marquis which are doing something else, they are winning, but you see the
00:26:23
Zuza
and collectia ship of tagion the they may have to do something else. So now, to be visible, to be visible in chat and in LLM, you have distinct assets.
00:26:39
Zuza
You have to be different. it is the same story, the I say, the thing.
00:26:44
Monika Borycka
Mm-hmm.
00:26:46
Zuza
no that Yes, exactly. There are to is just the place, instead of the lejka. Everything is just the place in a the road is not rational.
00:27:05
Monia
wszędzie naraz.
00:27:05
Zuza
towards ta kim fa kim biggoha e consmate niez ratana ne butas chekaniz raiavana We have a very interesting question about CSR, that it is a and is important.
00:27:45
Zuza
So, these are the engagement rate with brand lift, with the memory of the brand. We all think that if someone likes to comment,
00:28:27
Zuza
and and tush
00:28:30
Monia
No tak, we have have interaction.
00:28:32
Zuza
ta tadu quadian vinceto mrterak varsner but yeahroum andticam and mija chi she textta a me kita kipunto ni sheya a lot to stackboard to the dimension is min da butfira de toyak measurementu test
00:28:51
Monia
yeah ni ki moho treat of The them.
00:28:51
Zuza
nasha gojawaa
00:28:52
Monika Borycka
But
00:28:54
Zuza
But what is also very interesting, I just want say a propos of dago long term, which is long, which is a that of
00:29:37
Zuza
um per ofanio del tago what should a the is
00:29:45
Monia
And.
00:30:03
Zuza
<unk> It's avato takiavvinif spramira neluji fu virginia find je samra ta par onia all ah thought vijaco pararola she just book paralatist which is to paralatist is part of the
00:30:20
Monika Borycka
There were some wtopki, I remember that I was annalexi bo anyiabuam a but the report Entertain or Die 3.0.
00:30:22
Zuza
ah philamics
00:30:27
Zuza
or the bo russian attack ta
00:30:41
Zuza
Mm-hmm. So. So.
00:30:44
Monika Borycka
There was a proposal of this lake, that you've notice said yak bag jesh time vi sha marketing in kuni da vola niru nueha da cha be hold the like to the culture the like,
00:30:50
Zuza
me
00:30:56
Zuza
that
00:31:13
Zuza
So dark
00:31:15
Monia
Stare metriki się przewiniają. It's because it's the culture, media.
00:31:29
Monia
too schmiten bold playcast um
00:31:34
Monika Borycka
Mm-hmm.
00:31:45
Monia
but you have to know, you have to know, you have to know and it seems that maybe the market is not going
00:31:48
Monika Borycka
her
00:31:48
Zuza
Mm-hmm.
Elasticity of Marketing Strategies
00:31:54
Monia
to be a big issue.
00:31:54
Monia
I also don't know about marketing, because you have to know, you have to know.
00:31:57
Zuza
her
00:31:57
Monia
fi teach ah e's not at the
00:32:00
Zuza
think that no the
00:32:20
Zuza
I also think that elasticity is less than in influenceramin natoakovion naja campania mis engagement writer ter stradao janimao the
00:32:24
Monika Borycka
Mm-hmm.
00:32:51
Zuza
but then a deep engagement to thereo yaki yaos you some commentage yeah commentage of chicagodu influenceza so omalutra influence as um e the and tinalmo autumn me that if we want to look at the engagement rate, the comment to likes, it gives us some information, but it is not a good thing. It is not a good thing. In this whole baugan we try to find some sense, and I think that
00:33:21
Zuza
brust of them town ba agania a william as knowledge turkish saint aishhavaday a ja we have a little bit of a thought and this is also a thought that was a thought that you see.
00:33:34
Zuza
Because to make distinctive assets in the middle of pool, I think that don't think of this risk of risk.
00:33:43
Monika Borycka
Mm-hmm.
00:33:54
Zuza
And I think of a I can't wait for the little ones.
00:34:01
Monia
or accept that we are not to
00:34:03
Zuza
du
00:34:11
Zuza
talk
00:34:14
Zuza
du
00:34:19
Zuza
da da all ah none of them no moha coca colla
00:34:21
Monika Borycka
What do you think about the blood? I think that's not a brand that's not a brand that's
00:34:23
Monia
my son and my son.
00:34:23
Zuza
no
00:34:28
Monika Borycka
and natoamo yama ima ta kua ya mom soed thevo mishel was talking a the
00:34:28
Zuza
A very often... normal muslim and photo
00:34:49
Monika Borycka
A, kurczę, przy Mario Kart'cie siedzi mama, babcia, synek i jeszcze tam ziomek podwórka, nie?
00:35:12
Zuza
Oh, my
00:35:12
Monika Borycka
taolka taes kibado brim dari o nohi ki badiion a she bar de mo snow a nihiu a gaun cava noboada yeah boom after a me and zabuhipa shotam she callla best tookru best cofe neco The the the
00:35:24
Zuza
favorite now. I love Cole Zero. har
00:35:29
Monia
um
00:35:31
Zuza
yeah call yeah callhampoli or koham col or you so
00:35:35
Monika Borycka
But zero, zero, without water, without coffee, no... Dirty, give me spoky!
00:35:39
Zuza
No, zero bez kofeiny.
Can Influencer Marketing Stand Alone?
00:35:41
Zuza
Możesz sobie wypić wieczorem i ze spaniem. Zajebisty pomysł.
00:35:46
Monika Borycka
You are drinking coal more than in the evening and you have problems with the sparing? Dude, it's just
00:35:57
Monia
We are three people, we are every person.
00:35:57
Zuza
branding jest piękny.
00:36:00
Monia
I don't have drink.
00:36:01
Zuza
Hashtag lokowanie produktu.
00:36:03
Monika Borycka
a... Where are our products from?
00:36:03
Monia
dulaniman
00:36:04
Zuza
Lokowanie produktu.
00:36:05
Monika Borycka
We were on coal.
00:36:06
Monia
But wait, this is the one that is one of the things that can be accepted.
00:36:06
Zuza
okay Czekam.
00:36:10
Monika Borycka
<unk>s excuse a
00:36:13
Monia
I have a controversial question in the middle of the podcast.
00:36:21
Monika Borycka
Oh.
00:36:27
Monika Borycka
ah
00:36:29
Monia
Two questions are in one way. The to do one.
00:36:51
Monia
The second question is whether we can talk about an individual influencer marketing or whether marketing
00:37:06
Zuza
So,
00:37:07
Monia
These are my doubts,
00:37:16
Zuza
tu
00:37:21
Monia
have lot questions. and
00:37:30
Zuza
a creatorem, bo też coraz więcej marek korzysta z usług tak zwanych content creatorów, którzy w Polsce są miksowani z innym terminem, UGC.
00:37:47
Zuza
and toist
00:37:47
Monia
um or mo
00:37:49
Zuza
tag ta ta User generated content
00:37:54
Monia
In
00:37:59
Monia
fact, user generated content is word, which I wrote. I wrote a magistership, it was very long ago.
User-Generated Content & Influencers
00:38:10
Zuza
i don't know if he issues that is though it should should be divide
00:38:10
Monika Borycka
No Monika, but we already have to say that you, you all have to say in mezozoic.
00:38:14
Monia
But then it was something different.
00:38:14
Zuza
like
00:38:14
Monika Borycka
Listen, it's already been established.
00:38:15
Monia
It was the time of the Web 2.0. then it was like, wow, I can't record a film and put it into the network or write a blog article. And it was year ago, like a
00:38:24
Zuza
Yes,
00:38:31
Zuza
Mark. yes mar no e america
00:38:34
Monia
drag itto itvo vegetable latalemo out of zeraak booma rank op proto
00:38:35
Zuza
a ta no e
00:38:39
Zuza
Yes, I have a definition, I have definition. definition of content
00:38:57
Monia
Mm-hmm.
00:39:04
Zuza
and e Content creators are people who are very well in love brand, by the way.
00:39:26
Zuza
and yeah
00:39:28
Monika Borycka
Huh?
00:39:29
Monia
Yes, I'm in my house.
00:39:29
Zuza
that so
00:39:29
Monika Borycka
Whoa.
00:39:30
Zuza
no
00:39:30
Monia
No, no, no, no,
00:39:32
Zuza
right Yes,
00:39:40
Monia
no put dana banit or taania benji user are gen na at buttata banja the voice
00:39:49
Zuza
ah vdu woki qua tv swallowed viapa quito whichos not just subrata bartarova pion which was natural presence I
00:39:55
Monia
Really? Ojej! think that in Cocolino is how good a the potential, because the Misio should able to go, just go, and He is
00:39:58
Zuza
so they it's a is human
00:39:58
Monika Borycka
Monika, but we know we are here, not just that Zuzza will tell us about things we have on internet tips and tricks as being influencers of the płyn. Super!
00:40:12
Zuza
No, Daesh.
00:40:16
Zuza
Tak.
00:40:19
Zuza
But he was just a little bit.
00:40:20
Monika Borycka
Maybe we can put our interest in the background and we will be in the backroom.
00:40:23
Zuza
yeah
00:40:27
Monia
No.
00:40:27
Zuza
No, no, to już jest, to już jest, chyba już ustaliłyśmy na two weeks, two late.
00:40:41
Zuza
Wracając, wracając, wracając, bo
00:40:52
Monia
But wait, no one in the case with
00:40:54
Zuza
per ah ah e a content createors opera prostu photo on um savi canno na tikokco ito ni bag against yeah roby aishshakkeve roots And a so sha key visual andnopoto basoluttin him ah vogula sano turo fuji role kit forsjame fima forja mareci um tora nahe aktwar ne puo that the microro trend ah interpret wea me shkaranna ah toai content the cultural intelligence for the brand, really recommend it.
00:40:57
Monika Borycka
Thank
00:41:59
Zuza
It's a good moment.
00:42:03
Monika Borycka
Thank you.
00:42:03
Zuza
but now it is the internet. So, the creators are needed to do this, so, you know, even if you're only content influencers, the post-sumption on social media brand, it doesn't work.
00:42:05
Monia
Thank you.
00:42:21
Zuza
If brand takes a decision to take decision, that wants to do this channel, because sometimes I just rezygnize it, and it's just Content creator, user generated content, influencers and more celebrity, top influencers, which is the
00:42:54
Monika Borycka
I'm person who is an analyst. I'm always two different topics.
00:42:56
Zuza
Ah, don't know.
00:42:57
Monika Borycka
I'm an analyst, but fan. I'm a person who is an analyst.
00:43:01
Zuza
mit Okay.
00:43:06
Zuza
The motivation to observe brand on socials must be really very large. We must offer something that will be interesting for the users. So, these are the ones that are interested in the internet. They work with creators, they work with creators, they give them the freedom.
00:43:20
Zuza
let ah go mari to aummao internet and superratoos fu taif superrawio is creatorramiao involve that they are on their creativity, because again, back to the research, WPP, TikTok and System One, was in tam pop pro to charon nabiam she raris putin nikrat noschi is visaki yes po cho do ja oish strong themm brandyam in abshkrattash out your albi bur andinium totaes baro baro teras isop to skazniki zapa zapamintaval noschi marquiam rosno kirkuro yeah vince the
00:44:06
Monia
How is the Kreatywność? It's our first
00:44:07
Monika Borycka
No właśnie
Role of Influencers in Marketing Mix
00:44:08
Monika Borycka
to było moje pytanie.
00:44:08
Monia
question on the micro-work.
00:44:08
Zuza
wish that wish the ti vila chitan report ah bomb tesh mr
00:44:17
Zuza
visual let she up about attack the but the bu of daish
00:44:20
Monika Borycka
Mam na to slide, wyślę Ci ten raport.
00:44:22
Zuza
Yes, I but the to
00:44:34
Monia
No, tak.
00:44:38
Monika Borycka
I'll a little bit
00:44:56
Zuza
Ah. What did Anja Angelic say? She said that influencers are not a part of marketing mix. They are the the marketing mix.
00:45:27
Zuza
where there is no other category on influencer marketing
00:45:36
Monia
Thank you.
00:45:42
Zuza
a left charge In the last year, the influencer marketing was in the average of to because perform.
00:46:10
Monia
and ato is to to sum chiicava in yeah but winter sub international of our get the naes conatomppi and weas his branch mediaa nice ah platform not consumsimaov No, to to the the the the digital media report
00:46:11
Zuza
e
00:46:19
Zuza
Mm-hmm. Mm-hmm. Mm-hmm.
00:46:52
Zuza
Mm-hmm.
00:46:53
Monia
in which the first time Reuters has been done, so from 15 years ago, there was a social media the context of
00:46:55
Zuza
Mm-hmm. Mm-hmm.
00:47:17
Zuza
theug
00:47:19
Monia
like global ne bemo gru tovan of contexture yeahki she hadna institutes it ta toation of vol ah sunni fetch maal name noi pattania so thought us nata it attach to thought to to vogola yes two thousand nine three old chalan yeah wenapo of vagataton ni shuza zenababa non group pectore banant tuko onces nowggoda ah tel avisiaish aruka by stationist straka in agoagonov scott pollster yeah first yeah yeah on the more ecarrojizuto you didn't know a the is,
00:47:27
Zuza
So.
00:47:57
Zuza
And the browar after the 20th, or after the 22nd.
00:47:57
Monika Borycka
I żarcie jeszcze jest.
00:47:58
Monia
and auto tovisship provided like the coordinat and notag
00:47:59
Zuza
Yes. Yes. tax back da
00:48:00
Monika Borycka
But I'm still in little bit of is
00:48:19
Zuza
back factor
00:48:32
Monika Borycka
suha research ah research and marketing gos as approach its suhi up the program ah inesham name dropping soka chi eiak then i left You a
00:48:33
Monia
We have a great time. We have a
00:48:37
Monia
but but
00:48:44
Zuza
Tak.
00:48:50
Zuza
No,
00:48:52
Monia
clip ta yet then do the brand not yoonna
00:48:54
Monika Borycka
I love I you. I love love love you. love you. I love
00:48:57
Zuza
but
00:48:58
Monika Borycka
love you. love you.
00:49:00
Zuza
Z jabłkiem.
00:49:04
Zuza
Jest.
00:49:08
Monika Borycka
I
00:49:15
Zuza
Oh Jezu, you're very good.
00:49:15
Monika Borycka
I love you. love you. love you.
00:49:16
Monika Borycka
I love you. I love
00:49:16
Zuza
So, yes.
00:49:18
Monika Borycka
you. I love you. love you. love you. love love I love
00:49:18
Monia
No, no, no, no,
00:49:21
Monia
ver silence so the abitoteelvised
00:49:22
Zuza
raa
00:49:25
Monia
it suza foryun nishle as the shortka branch digital of it was vjavi ande potanco ah third thats in the canal of ta al the question
00:49:34
Zuza
No, Polsce telewizja strong
00:49:46
Monika Borycka
But I can't confused. I don't know the name of the report, but I don't know.
00:49:48
Zuza
Tak.
00:49:49
Monika Borycka
But radio and television, I agree. But there were some research research that watched in my work. And there
00:49:56
Monika Borycka
was a increase of content content television. a telewizor. Telewizor. Telewizor. Telewizor.
00:50:07
Monika Borycka
mymi su pray unasssiss votarost suhait ah consumed sit ship justelleviszor obi nitaza
00:50:14
Zuza
But it's a cable or YouTube?
00:50:15
Monia
But people watching YouTube YouTube.
00:50:16
Zuza
That's my question. Okay. Okay. Okay.
00:50:20
Monia
no
00:50:20
Monika Borycka
ala hojibiioel levisia stasion naov vi staasius the aletta wocha he But ved chala aletto to near nipa meanam naz vera porto mo the shi maniica observ movie is min you on up no youtube dashsh but bea ah tviszorni it's a the is
00:50:23
Zuza
okay to the we yeah
00:50:42
Zuza
in fact
00:50:48
Monika Borycka
that only YouTube through computer and mobile, but telewizor YouTube is still not a good thing.
00:50:54
Monia
and aletator writer so use use theoy ta dam ah in movie attack so as vi o so olandav neta le viia to call u banna le visosia e imamen used dan attack e e ittorayak But
00:50:54
Monika Borycka
I'm going to say that.
00:51:07
Monika Borycka
so yeah
00:51:09
Zuza
I always ask students at the beginning naportronco semester, I have already these sessions from
Media Consumption Trends
00:51:16
Zuza
2020. Who is my The 22 years old. I ask them also about the cable.
00:51:29
Zuza
ah is she petamtash or kablokanotos as we of the way.
00:51:57
Zuza
and
00:51:58
Monika Borycka
Do you have a premium?
00:52:00
Zuza
I don't have YouTube Premium, but why do
00:52:07
Monika Borycka
I know who you are.
00:52:08
Monia
So, we all have to do this platform, on these platforms as anality.
00:52:10
Monika Borycka
Okay. we are...
00:52:11
Zuza
All right.
00:52:13
Zuza
just as zajama
00:52:15
Monia
Yes, so so.
00:52:17
Zuza
look
00:52:18
Monika Borycka
to me
00:52:18
Zuza
the qua you know allla and the
00:52:19
Monika Borycka
it'sic but
00:52:22
Zuza
But again, target group, we can think about what happens in Warsaw, in Gdyni, in Krakowa.
00:52:28
Monia
um to be
00:52:30
Zuza
ah a But there are also some participation entertainment, which we talked about in the context of horror, that IMAX is still in the South by, that...
00:52:43
Monika Borycka
You
00:52:45
Monia
I will continue to
00:52:47
Zuza
talk
00:52:58
Zuza
Who would you expect? No. Yes. Yes. Yes.
00:53:03
Zuza
Yes tur
00:53:06
Zuza
tur tuta no and absolutely enough co there just
00:53:09
Monika Borycka
didn't have to say Monika? What miracle!
00:53:12
Monia
I don't know what I'm in horror, so I'm in the way.
Streaming Concerts & Entertainment Formats
00:53:15
Zuza
No, tutaj nawet Monia została zaskoczona tym.
00:53:15
Monia
no
00:53:16
Monika Borycka
oh have
00:53:19
Zuza
Ale słuchajcie, ostatnio jak właśnie, bo zamniałyśmy zakład z Frotą, że ja obejrzę Obsession, ona obejrzy Love is Blind, to tak, ale nie no, musisz zobaczyć polską edycję.
00:53:28
Monika Borycka
two apps Love is Blind Habibi, but I know that it doesn't mean to me. I know. know.
00:53:34
Zuza
No i
00:53:34
Monika Borycka
I know. I know. I know. I know. I know.
00:53:37
Zuza
no you
00:53:37
Monika Borycka
I as zarahupavinus
00:53:40
Zuza
I was film the
00:53:53
Monia
Tak, tak.
00:53:53
Zuza
and
00:54:00
Zuza
and of the Olympics.
00:54:20
Monia
but it's called the collective life of the a
00:54:21
Zuza
modaitch
00:54:40
Monika Borycka
I don't have anything in them.
00:54:43
Zuza
But it's a interesting move, that Opener did a stream concert to The Cure and Addison Rae on TVP1.
00:54:50
Monia
No, to był w ogóle strzał wiecie, dziesiątkę.
00:54:51
Zuza
I was very good at hotel I was in Berlin and I knew that Frota was on the 9th stoppie. And was like, oh! So,
00:55:03
Zuza
yeah thank it oh
00:55:03
Monika Borycka
We were praying for 9 degrees. going to say 9 degrees to know.
00:55:06
Zuza
but
00:55:06
Monika Borycka
God, give us 9 degrees. That was the first time.
00:55:09
Zuza
ah vi not up
00:55:10
Monika Borycka
What?
00:55:12
Zuza
To też się przenika. No i ten news wczoraj, że co Netflix kupuje prawa do tych takich formatów entertainmentowych z Vanity Fair.
00:55:22
Monika Borycka
so
00:55:24
Monia
You are not a big one.
00:55:24
Zuza
No...
00:55:25
Monika Borycka
I was yesterday, from 16pm to today, I was not available to internet.
00:55:26
Monia
I am a
00:55:28
Monika Borycka
So I can see that...
00:55:33
Monia
call to thinks that it is so easy to
00:55:33
Zuza
A, widzisz.
00:55:35
Monika Borycka
a boer
00:55:44
Zuza
just to I
00:55:44
Monia
which that my
00:55:54
Monia
Open.
00:55:59
Zuza
chartta depity stuck on start so star cho pano craft, but ofv alushii vijawa andov it's totash pokaua permota koji in the private vma sohidaya e mr javiema theen oceanhi magician protest osup now divinishian protest alsos I So is to
00:56:21
Monika Borycka
a likeja auto so sub but but but and ven knight ven naon chinas su ski natoas tohojioto of but me ta ah ta con group ah vashnija makovurrimitterla dis nabo i abm virginia butja love is blind attoai miam just i was our
00:56:27
Zuza
yeah
00:56:28
Monia
So
00:56:35
Zuza
I know. know. know. I know. I know. know. know. know.
00:56:38
Monika Borycka
<unk> al times wish today then to true ge are budd't know howna pass of insec buts
00:56:39
Zuza
know. I know. know. know. know. I know. know. know. know. know. know. know. know. know.
00:56:43
Monika Borycka
this
00:56:44
Zuza
know. I know. know. know. know. I I know. know. know. I know. know. I know. know. I know. know. I know. I know. I I know. I know. know. I I know. I I know. I know. know. know. know.
00:56:51
Monia
you have to explain it.
00:56:52
Zuza
I I know. know. know. know.
00:56:54
Monika Borycka
A Monika dalej nie widziała i to jest też fascynujące.
00:56:54
Zuza
know. I know. know. know. I know. know.
00:56:56
Monia
Thank you.
00:56:57
Monika Borycka
Ja słuchajcie, czytam tego wspaniałe kino.
00:56:57
Zuza
know.
00:56:57
Zuza
I I know. know. I I know. know. I know. know. know. know. I know. I I know. know. know. know. hu maybe
00:57:11
Monika Borycka
Vanity Fair i że on nie chcę mówić, że klamrą trochę kulturowej inteligencji.
00:57:13
Zuza
tell what was going to say.
00:57:19
Monika Borycka
No, it's about the title. It's on the platform in The Wrap. And a beautiful title is Netflix Partners with Vanity Fair, BuzzFeed and More Publishers in a Video license Licensing Deal 2.
00:57:34
Monika Borycka
And now, the first one is the key.
00:57:34
Monia
BuzzFeed, oh, no, no, no,
00:57:37
Monika Borycka
ah Phoenix's Popioł, but the phrase is to deepen fandom.
00:57:40
Zuza
Yes.
00:57:42
Monika Borycka
I think that's a good finish of this conversation.
00:57:43
Zuza
Yeah. oh
00:57:45
Monika Borycka
We're going to which was not so fandomable. is South back to rebubar the fondo of ah sal salva is bargie imp prison lanerdof tozeroion to auto do ne taco tacu ma vi tato tova mo just by, of of
00:58:05
Zuza
yeah
00:58:11
Monia
Yes, exactly.
00:58:19
Zuza
I don't know if you would have survived this Disneyland.
00:58:20
Monika Borycka
and yes such a
00:58:22
Zuza
think that would be a very intense life for you. So for the
00:58:38
Zuza
ah publicatoickov
00:58:41
Monia
But I think that a
00:58:47
Monika Borycka
Nie jednego, słuchaj.
00:59:01
Monia
They were the king.
00:59:02
Zuza
Yeah.
00:59:03
Monia
It was a marketing,
00:59:16
Monia
ah al ofwashia antitech marketing torutoba just um shavi akiteki andovtoria and such an nahiro beach chiava are influencer marketing to keusar pavijawa is paro to change channels stuff of ho and ah e ibich mojaavvati ocean
00:59:36
Zuza
I just do that,
00:59:46
Monika Borycka
Mm-hmm.
00:59:52
Zuza
theroes nanyialusnaulturo v socialite soelit to um The horrors, which we talked about, are also made by a kind initiative of fans and people in it a little bit more, but we didn't say twercy, what they might do with our brand. This is a toto motaki apple
01:00:23
Monika Borycka
so to a little bit on the I know you will find it in the evening.
01:00:26
Zuza
Oh, my God, could have been a hour here. So. So. So. So
01:00:30
Monia
To the next episode is about the love, because there is a lot love.
01:00:33
Zuza
du
01:00:35
Monika Borycka
I know you will it in the evening. Especially the people who are watching it.
01:00:46
Monika Borycka
Mama
01:00:50
Zuza
out of redar
01:00:52
Monika Borycka
that was going to and it's the thing I have learned this yesterday.
01:00:53
Zuza
talkta
01:01:01
Monika Borycka
I wanted to share this with you with this fact.
01:01:08
Zuza
influencer marketing his campaign and the culture of the internet.
01:01:11
Monia
I just wanted to say something about this. It's not a case.
01:01:14
Zuza
just love this. love this. I love this.
01:01:17
Monia
But it's important. The internet
01:01:18
Monika Borycka
We have video of the video, there was no monster of the vessel.
01:01:19
Zuza
very smoke
01:01:21
Monika Borycka
I have a idea of the Alzheimer's.
01:01:21
Monia
but tora aled vashne quite a book umni omia botoy is the
01:01:24
Monika Borycka
There is a possibility.
01:01:32
Monika Borycka
From the Mesozoic, listen to
01:01:34
Zuza
yeah
01:01:35
Monia
i'll attack no ah putubba oni jabaultuja internet to you may mean najaia table to beisttan upperuart as vi ze marek benji dotsenawa theres no tay ta so fors of toger baramma of te puva and asttro of the use of the culture and and we can see it.
01:02:17
Monia
to be a signal that can be built in the bran area. So, we are going to be a... We are going to be a big part of the culture of the internet.
01:02:24
Zuza
Preach Monia, preach.
01:02:32
Monika Borycka
I tym miłym akcentem, bo już słyszę wiercenie o którejś z Was,
01:02:36
Zuza
To do mnie.
01:03:21
Monika Borycka
Co ty na to?
01:03:21
Zuza
A very much, of course.
01:03:22
Monika Borycka
Albo szybciej. Kto wie?
01:03:24
Zuza
Or who knows, I love to talk with you.
01:03:25
Monia
We have an odcinek o zaufaniu do nagrania, so it's okay.
01:03:25
Monika Borycka
Albo szybciej.
01:03:30
Monika Borycka
O, the courage to be Internet. Słuchajcie, to też jest...
01:03:32
Monia
We have AI, have i told san takiras our digital whole report.
01:03:33
Monika Borycka
ah the
01:03:41
Zuza
Now, now, Sława Klucz.
01:03:42
Monia
I'll take it.
01:03:43
Zuza
Thank you,
01:03:43
Monia
Okay, keep it. Thank you, Zuza. Super was those sua
01:03:56
Monika Borycka
A my all the material will be in the notes of the episode.