Županijski savjet mladih OBŽ - prezentacija održana 06.11.2012 by howvideos666

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									      Internet:
Revolucija komunikacije i
      marketinga



                        escape d.o.o.
            miroslav@escapestudio.net
         Zašto sam ovdje?
1. Da predstavim svoju sliku interneta
2. Da objasnim gdje i koliko se danas ulaže
3. Da Vam pokažem put u kojem smjeru se
   razvijati
4. Da Vam pokažem gdje se nalaze poslovi
   budućnosti
5. Jer je Dario uspio organizirati moje
  predavanje
.Početak
 First Arpanet connection:
 29. October 1969 between Charley
 Kline at UCLA and Bill Duvall at
 Stanford.




 http://www.guardian.co.uk/technology/interactive/2009/oct/23/internet-arpanet




                                                       @mvarga
.prve domene/web-sjedišta: 15.03.1985.




                                Danas se
                                mjesečno
                                dodaje oko 2
                                mil. novih!
              @mvarga
.domene su
vrijednost




 Domenm do
 posla:
 Branimir Bračun
 Marija Pranjić
.internet je promijenio naš život




  “...The amount of information on the web is really exploding. They say that from the
  beginning of human history all the way up thru 2003 you took all the information that
  has ever been recorded, you take all the books that have been written, all the films
  that’s been produced, that’s about 40 egzabytes of information that was produced in
  all human history up to 2003. This year (2011) the World is producing about 800
  egzabytes of information... and all that lines up on the web...”,
  DENIS WOODSIDE, SOURCE: http://www.youtube.com/watch?v=pK02FzSKotc

                            @mvarga
.internet utječe na maloprodaju
    ....Over $155 billion worth of consumer goods was
    purchased online in the U.S. in 2009, yet a far
    larger portion of offline sales were influenced by
    online research, according to a March report from
    Forrester Research. Forrester estimates that $917
    billion worth of retail sales last year were “web-
    influenced,” with online and web-influenced offline
    sales combined accounting for 42% of total retail
    sales. That percentage will grow to 53% by 2014,
    when the web will influence $1.4 trillion worth of
    in-store sales.....

   Source: http://selnd.com/dk0CTb


                                @mvarga
.na internetu je Internet marketinga
 Internet marketing je dio tkz. NEW MARKETING!
 “..I define Old Marketing as the act of interrupting masses of people with ads about
 average products.
 New Marketing leverages scarce attention and creates interactions among communities
 with similar interests…”                                   Seth Godin, Meatball Sundae

    “…In normal marketing, we do research and bidding and guessing and demographic /
    psychographic / behavior targeting and so much more just to guess when to interrupt
    people with a message about our brand.
    Utility marketing is about delivering such incredible value that you simply become
    part of your audience's life!
    Mobile platforms present an opportunity to achieve every marketer's dream: right
    message at the right time to the right person at the right place.
    But they do demand that we forget traditional unimaginative ways of creating
    experiences and delivering value like relying on shouting/guessing. The opportunity
    has not exploded yet, but we are approaching that moment…”
    Avinash Kaushik, http://www.kaushik.net/avinash/mobile-marketing-customer-data-acquisition-behavior-targeting/



                                    @mvarga
.internet marketing ulaganja




                                           Google ~ 40mlrdU$, Facebook ~ 4mlrdU$
    http://www.businessinsider.com/like-hell-facebook-is-killing-google-2011-12?nr_email_referer=1&utm_source=Triggermail&utm_medium=email&utm_term=SAI%20Select&utm_campaign=SAI%20Select%20Mondays%202012-01-03



                                                                @mvarga
1. SEARCH
.search
                      sem = seo + sea (ppc)




          SEA (PPC)




              SEO
.ppc or Google AdWords
                    Ian Ayres:
                    “…Even small statistical datasets
                    are more accurate than human prediction…”




                                             PPC




              SEO                Using AdWords to
                                 find a job:
                                 Alec Brownstein
.traženje posla
 Iskoristili smo sličan model i zakupili smo imena i prezimena nekoliko
 desetaka direktora onih tvrtki za koje smo procijenili da bi mogli svoje
 proizvode plasirati putem web-shopa:


         Pozdrav Emil Tedeschi
         Imam prijedlog povećanja prodaje
         Atlantic-grupe pomoću interneta!
         Escapestudio.net/Miroslav




      Uložili smo u kampanju oko 40,00kn i uspjeli smo doći do
      razgovora s nekim ključnim osobama u tvrtkama gdje prije
      nismo mogli preskočiti niti portira. Probajte i sami 
.slanje poruke
 BP je potrošio oko 40 milijuna dolara u AdWords kampanju kako bi ublažio
 loše posljedice na imidž tvrtke nakon izazvane ekološki katastrofu.
 Naš klijent se naljutio što konkurencija oglašava njegov brend i pokrenuo je
 ovakvu kampanju:




 Može i opcija čestitanja ‘zakupom’ imena i prezimena osobe uz prikazivanje
 oglasa:
               Hej, Miroslav Varga                 (Ovo je bio vrlo popularan način
               Sretan rođendan i puno sreće        čestitanja rođendana prije masovnog
               želi ti Od sveg srca tvoja Tanja!   korištenja Facebooka i Twittera)
               Escapestudio.net/Miroslav
.zgodan primjer
2. DISPLAY
.display/banner/contextual/RMA




           @mvarga
.display
Samo ako je
sadržaj/kontekst
web stranice
odgovarajući
zakupljenim
ključnim riječima
oglas se prikazuje
.RMA – Rich media ads:

 Rich media YoY (2011) +66%.
 Predviđanja: 50% bannera će
 biti RMA u 2015.
 Rich media ad IKEA
 http://www.youtube.com/watch?v=XwPHlp8OK70&list=PLA570C901AB66E15F&context=C37977



 7eADOEgsToPDskLAk-ewp_4vHKyqPtydISA7




                                                               @mvarga
.segmentacija & remarketing +300% prihod




      http://www.youtube.com/watch?feature=player_detailpage&v=DpWzcjcBNtQ#t=188s




                              @mvarga
3. MOBILE
.započelo 1973.




           @mvarga
.mobilni internet




      http://www.google.com/events/thinkmobile2011/livestream.html
.SOLOMO: social – locale- mobile




           @mvarga
.# korisnika




               @mvarga
.# uređaja




        http://www.businessinsider.com/the-future-of-mobile-deck-2012-3


                    @mvarga
.mobilni Internet – uvijek blizu korisnika




                @mvarga
.this is not (y)our future




                                   http://www.youtube.com/watch?v=nJVoYsBym88&feature=share
     http://youtu.be/iuvyN4iZiP8   &list=PLA570C901AB66E15F
.što se događa u Svijetu?




        The mobile web is growing 8x faster than the equivalent desktop
        web from 10 years ago.
          http://searchengineland.com/schmidt-great-stage-search-is-autonomous-personal-50014




              @mvarga
4. SOCIAL
.social
 Social media interactions grow almost quadratic. In the real
 life some interactions are not being used.

 The number of connections is according to Metcalfe’s law:

                                 n (n-1)
         Connections =
                                    2

 The number of interactions is twice the number of
 connections because 1 connection can support 2 interactions
 A => B and B => A.

 If the number of connections (n) is very big the number of
 interactions is almost n2

29 October 1969...at 10.30pm...a computer was
                                                                               Two phones have one connection bur two interaction.
connected...to a second computer.... Twelve years                               5 phones have 10 connections and 20 interactions.
later...there were still only 213 computers on the                             12 phones have 66 connections and 132 interactions.
network.
‘...on New Year's Day 1994...there were an estimated 623 websites. In total. On the whole internet....’
http://www.guardian.co.uk/technology/2009/oct/23/internet-40-history-arpanet

                                                  @mvarga
.facebook




                      http://youtu.be/YmwwrGV_aiE


       Do posla Facebookom i linkedinom:
       http://www.youtube.com/watch?v=ZVP7XFPC80Y&feature=share&list=PLA570C901AB66E15F


                          @mvarga
.twitter




           @mvarga
.6 najvećih društvenih mreža




        www.businessinsider.com/chart-of-the-day-the-rise-of-pinterest-2012-2



                        @mvarga
.loši komentari pospješuju prodaju!



    http://www.socialmediaexaminer.com/10-ways-to-deal-with-upset-customers-using-social-media/


    http://www.retailgazette.co.uk/articles/04144-bad-online-reviews-actually-help-retailers




                                  @mvarga
. starci stižu




     % of population on social network
         2005    2008     2009    2010

90
80
70
60
50
40
30
20
10
 0
     18-29      30-49         50-64      65+
                        Age           @mvarga
.društvene mreže služe za:




IZVOR: What Do People Ask Their Social Networks, and Why?
       A Survey Study of Status Message Q&A Behavior,
       Meredith Ringel Morris, Jaime Teevan, Microsoft Research Redmond, WA, USA;
       Katrina Panovich Massachusetts Institute of Technology Cambridge, MA, USA , December 2010
                                 @mvarga
.nova zanimanja – community managers




.....The problem is when you are not a big company. If you have less than 30-50,000
     fans, your social activity is not big enough to justify a full-time position. While you still
     need to post something every day, the number of questions and responses you get is
     not likely to take up 8 hours of your time....
               IZVOR: http://www.baekdal.com/insights/can-you-really-outsource-social-media
                                   @mvarga
5. VIDEO
.video

1. Druga najveća tražilica na svijetu
2. YouTube postoji od veljače 2005.
Najveća je video mreža na svijetu.
3. Druga najveća video mreža je
m.youtube.com.
4. Svake sekunde se spremi 72 sata
video materijala na YouTube
5. Besplatan servis na kojem se
pogleda 4 mlrd filmova svaki dan
SOURCE: Googleblog

Don't get mad, get YouTube

                            @mvarga
.importance of smm?
 Example 1:
  Rolling Rock - 15 % increase sales
  (look all the other media used also!!!):
  http://www.youtube.com/watch?v=L26ojvPFPKY&feature=player_embedded
  commercial: http://www.youtube.com/watch?v=s_5w0NvWdZE&feature=related

 Example 2:
  We have a company-policy and don’t care about SMM:
  http://www.youtube.com/watch?v=5YGc4zOqozo
                                                                     Youtubom do posla
  How much did it cost?
  Answer: http://www.poslovni.hr/133615.aspx
                                                                     Miguel Durão

 Example 3:
  We have learned from United Airlines:
  http://www.youtube.com/watch?v=PKUDTPbDhnA&feature=share&list=PLA570C901AB66E15F
  http://www.youtube.com/watch?v=4ESU_PcqI38&feature=share&list=PLA570C901AB66E15F

 Example 4:
  Best ad targeting :
  http://www.jutarnji.hr/srbija--samoubojice-i-inovativni-oglasi-na-rijeci/894302/


                                  @mvarga
.trendovi
 http://www.forbes.com/sites/roberthof/2011/08/26/online-ad-spend-to-overtake-tv/


    Online Ad Spend to Overtake TV by 2016
    Mobile ads will overtake social ads and email
     marketing already this year (2011)
    Social media will grow relatively slowly

 …By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television
   today. Search marketing, display advertising, mobile marketing, email marketing, and social media
   will grow to 26% of all advertising spend as they are embedded in the marketing mix...
 http://www.forrester.com/rb/Research/us_interactive_marketing_forecast%2C_2011_to_2016/q/id/59379/t/2




                                                                                                         42
                                           @mvarga
                   Hvala

Kontakt podaci: miroslav.escape@gmail.com

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                @mvarga

								
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