2. Malo o tvrtki iz koje dolazim
Osnovani 2003. godine ☺
3. Malo o meni
Miroslav Varga dipl. ing. stroj.,
MEUS
miroslav@escapestudio.net
4. Što je današnji cilj?
Kako pomoću
interneta (bolje)
poslovati!
5. Ovo je poznato od ranije:
IZVOR: http://www.slideshare.net/infusionsoft/social-success-turning-social-media-into-measurable-revenue/
download
2 ϭ Populacije (95,45%) treba 5-15 puta ‘piknuti’
7. Životni vijek kupca LV (lifetime value)
Oglašavati
(bilo gdje)
Upit
Stvaranje
povjerenja
Kupnja Isporuka
Premašit
isporuku
Dodatna
prodaja
Širenje
preporuke
Radio, TV,
tisak,
internet itd.
Telefonski
, na mail,
odlazak u
trgovinu
Uz ovaj model
imate 2 godine
garancije ..
Istraživanja
pokazuju da su to
najbolji....
Narudžba,
uplata, ...
Provjera
isporuke
Staviti set
rezervnih
baterija,
mirisno
drvce ..
Tko je
kupio ovo,
kupio je i
ono..
Stigao je
novi
model
Ako nam
pošaljete
preporuku
za slijedeću
kupnju imate
popust
8. Početak svega
Prva Arpanet veza:
‘...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
10. 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, Google, http://www.youtube.com/watch?v=pK02FzSKotc
11. Jedan od prvih
oblika IM
Dobar email servis:
mailchimp.com
12. SPAM je zakonom zabranjen
• ZAKON O ELEKTRONIČKIM KOMUNIKACIJAMA, NN 73/08,
Članak 107
(1) Uporaba pozivnih sustava, s ljudskim
posredovanjem ili bez njega, telefaksnih uređaja ili
elektroničke pošte, uključujući kratke tekstovne
poruke (SMS) i multimedijske poruke (MMS), u svrhu
izravne promidžbe i prodaje dopuštena je samo uz
prethodno pribavljenu privolu pretplatnika ili
korisnika usluga.
• Provjerite CAN-SPAM Act FTC (Federal trade commision)
13. Što kaže CAN SPAM ACT?
1. Don’t use false or misleading header information. Your “From,” “To,” “Reply-To,” and routing
information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.
2. Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.
3. Identify the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and
conspicuously that your message is an advertisement.
4. Tell recipients where you’re located. Your message must include your valid physical postal address. This can be
your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail
receiving agency established under Postal Service regulations.
5. Tell recipients how to opt out of receiving future email from you. Your message
must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that’s
easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity. Give a return email
address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of
certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn’t block these opt-out
requests.
6. Honor opt-out requests promptly. Any opt-out mechanism you offer must be able to process opt-out requests for at
least 30 days after you send your message. You must honor a recipient’s opt-out request within 10 business days. You can’t charge a fee, require the
recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or
visiting a single page on an Internet website as a condition for honoring an opt-out request. Once people have told you they don’t want to receive more
messages from you, you can’t sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer the
addresses to a company you’ve hired to help you comply with the CAN-SPAM Act.
7. Monitor what others are doing on your behalf. The law makes clear that even if you hire another
company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law. Both the company whose product is
promoted in the message and the company that actually sends the message may be held legally responsible.
18. Osnovno za dobru web stranicu
Jednostavnost (usability)
Preglednost i atraktivnost (user experience - UX)
Tehnička ispravnost - tehnički SEO
Pretvorba www =>$$$
19. Jel’ vaša web stranica dobra?
IZVOR: http://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/
Dovoljno je da zamolite 5 osoba da Vam pogleda web. Naći će većinu
UX/Usability propusta.
Pročitajte: Steve Krug, Don’t let me think!
20. Ne zaboravite:
IMATE LI OBAVEZAN SADRŽAJ NA WEB STRANICI TVRTKE?
Odluka o proglašenju Zakona o trgovačkim društvima, Narodne novine
br.: 111, 15.12.1993. Članak 21.
Zakon o izmjenama i dopunama Zakona o trgovačkim društvima , Narodne
novine br.: 107, 19.10.2007. Članak 5.
Izbjegnite:
http://www.rep.hr/vijesti/poduzetnistvo/hrvoje-bujas-na-sudu-zbog-apsurdnih-zakona/5259/
22. Alan Emtage - Archive?
Alan Emtage:
The Man Who Invented The World's First Search Engine (But Didn't Patent It)
23. Svaki dan nas okupiraju oglasi…
IZVOR: http://youtu.be/W3Yd0FfxLHI
24. ...unatoč tome svakodnevno
pretražujemo preko 3,5 mrld pojmova!
Svakog dana na Google tražilici
tražitelji upisuju 16%-20% pojmova
koji se nikada prije nisu pojavili!
SVAKAKO POGLEDATI: http://www.internetlivestats.com/google-search-statistics/
29. Zašto je SEO važan?
91,60%
http://www.optify.net/inbound-marketing-resources/new-study-how-the-new-face-of-serps-has-altered-the-ctr-curve
30. SEO je važan za vidljivost
SEO (Search Engine Optimization) je trajni proces izmjene mrežnog sjedišta
kako bi se postigla bolja ili zadržala ista, visoka pozicija.
Dobre upute su na: http://www.google.com/webmasters/docs/search-engine-optimization-starter-
guide.pdf
Glavna 4 SEO područja:
1. Onsite SEO (Title, H1, Anchor, naziv slika)
2. Domain level SEO (ime.hr, Robot.txt,
Breadcrumps, Favicon, Sadržaj)
3. Off site SEO (vanjski linkovi/referali)
4. Keyword agnostic SEO (Site speed,
hosting, geo-lokacija, browsing history)
Na poziciju utječe oko 200-250 faktora koje
Google mijenja +500 puta godišnje (2-3 puta
dnevno). Nit konkurencija ne spava!
http://en.wikipedia.org/wiki/Pageran
k
31. Korisni Google alati za sadržaj
• Google Correlate
• Consumer Barometer
• Consumer Barometer HR
• Global Market Finder
• Google Alert
• Google Trends
• Google AdWords:
Keyword planner
Display planner
32. Google je puno više od tražilice
• Gmail
• Gdocs
• Google+
33. Filteri za koje (možda) niste znali
Pretraživanje: ~, +, -, “, ..,
Primjer: Pretraživanje samo na jednoj domeni:
“kožna jakna” 100...200 site:njuskalo.hr
41. GDN
Od svih oglašivača
prikazuju se oni oglasi
koji su najbliži sadržaju
(kontekstu) web
stranice.
Kontekst se definira ili
ograničava:
Ključnim riječima
(Keywords)
Sadržajem članka
(Topic)
Kategorizacijom web
stranice (Categories)
‘Hvatanjem’ korisnika
(Remarketing)
Kombinacijom više
ograničenja
Plaća se po kliku ili po
prikazu - CPM
54. Društvene mreže su kao druženje,
tulum, party, zabava, dernek, izlet...
AIDA je 3P na
elektroničkim
računalima
Ako nam se “X” svidi ili se mi “Y” dopadnemo,
dogovaramo daljnje druženje: poziv kući,
u restoran, u kino, u šetnju, druženje s ekipom
www.escapestudio.net
www.internet-oglasavanje.net
www.facebook.com/miroslawarga
twitter.com/mvarga
http://www.linkedin.com/in/vargamiroslav
Pozornost,
predstavljanje
(attention,
awareness)
Privlačnost
(attraction)
Ako je sve OK! X ili Y će s nama
ostvariti interakciju. Možda će nas
spomenuti dalje nekom Z (možda i
loše!).
Posao, ponuda
(acquisition,
action)
Komentari na blog, poruke na wall
twitanje stavova, preporuke mailom drugima,
newsletter prijava, narudžba nekog posla i sl.
55. Društvene mreže rastu brzo
Društvene mreže povećavaju broj interakcija s kvadratom
broja članova. U stvarnosti je porast nešto manji jer postoje
ograničenja u komunikaciji (primjerice, može postojati veza,
ali korisnici ne govore isti jezik).
Broj nezavisnih veza ponaša se prema Metcalfeovom
zakonu:
n (n-1)
Broj nezavisnih veza =
2
Broj interakcija je dvostruko veći od broja nezavisnih veza
jer jednom vezom moguća je komunikacija A => B i B => A.
Kod velikog broja nezavisnih veza (n) broj interakcija se
može aproksimirati s n2.
Dva telefona povezuje jedna veza s dvije moguće interakcije.
5 telefona povezuje 10 različitih veza s 20 mogućih interakcija
12 telefona povezuje 66 različitih veza sa 132 moguće
interakcije.
29 October 1969...at 10.30pm...a computer was
connected...to a second computer.... Twelve
years later...there were still only 213 computers
on the 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
56. Facebook ‘guta’ vrijeme
Četvrti
kvartal
i nadalje
Treći kvartal
Drugi kvartal
Prvi kvartal
Potrebno je preko 35 radnih sati mjesečno za jedan
profil!
Potrebno je 20 radnih sati mjesečno
Dovoljno je 10 radnih sati mjesečno
Dovoljna su 2 radna sata
mjesečno
Trend rasta
posjetitelja
Osluškujte povratne informacije jer pogoditi metu znači promašiti sve ostalo!
Vrijeme Vam je ograničavajući faktor!
59. .što ljudi rade na Facebooku?
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 , prosinac
@mvarga
2010
60. .loši komentari pospješuju prodaju
http://www.socialmediaexaminer.com/10-ways-to-deal-with-upset-customers-using-social-media/
@mvarga
bad-reviews-are-good-for-business_
Reevoo
63. Statistika:
● Preko 1 milijarde jedinstvenih posjetitelja
mjesečno
● Drugi najveći broj pretraga na Internetu
● Preko 6 milijardi sati video materijala se
pregleda mjesečno
● 100 sati novog materijala se postavi
svake minute
69. The Internet of Things will be the largest device market in the world. We estimate that by 2019 it
will be more than double the size of the smartphone, PC, tablet, connected car, and the wearable
market combined.
http://www.businessinsider.com/how-the-internet-of-things-market-will-grow-2014-10
70. Internet marketing je riješio staru dilemu
John Wanamaker – otac oglašavanja
"Half the money I spend on advertising is
wasted; the trouble is I don't know which half."
71. Hvala!
Kontakt podaci:
miroslav@miroslav@escapestudio.net
Čitajte blog:
http://http://www.escapestudio.hrhttp://www.escapestudio.hr/blog
Naći ćete me brzo:
www.facebook.com/miroslawarga
twitter.com/mvarga
http://www.linkedin.com/in/vargamiroslav