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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=C379777eADOEgsToPDskLAk-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&list=P
     http://youtu.be/iuvyN4iZiP8
.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 n 2

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
  How much did it cost?                                              Youtubom do posla
  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

Čitajte blog: http://www.escapestudio.hr

Naći ćete me brzo
www.facebook.com/miroslawarga
twitter.com/mvarga
http://www.linkedin.com/in/vargamiroslav




                @mvarga

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Županijski savjet mladih OBŽ - prezentacija održana 06.11.2012

  • 1. Internet: Revolucija komunikacije i marketinga escape d.o.o. miroslav@escapestudio.net
  • 2. 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
  • 3. .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
  • 4. .prve domene/web-sjedišta: 15.03.1985. Danas se mjesečno dodaje oko 2 mil. novih! @mvarga
  • 5. .domene su vrijednost Domenm do posla: Branimir Bračun Marija Pranjić
  • 6. .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
  • 7. .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 $1.4 trillion worth of in-store sales..... Source: http://selnd.com/dk0CTb @mvarga
  • 8. .na internetu je Internet marketinga Internet marketing je dio tkz. NEW MARKETING! “..I define Old Marketing as the act of interrupting masses of people with ads about average products. New Marketing leverages scarce attention and creates interactions among communities with similar interests…” Seth Godin, Meatball Sundae “…In normal marketing, we do research and bidding and guessing and demographic / psychographic / behavior targeting and so much more just to guess when to interrupt people with a message about our brand. Utility marketing is about delivering such incredible value that you simply become part of your audience's life! Mobile platforms present an opportunity to achieve every marketer's dream: right message at the right time to the right person at the right place. But they do demand that we forget traditional unimaginative ways of creating experiences and delivering value like relying on shouting/guessing. The opportunity has not exploded yet, but we are approaching that moment…” Avinash Kaushik, http://www.kaushik.net/avinash/mobile-marketing-customer-data-acquisition-behavior-targeting/ @mvarga
  • 9. .internet marketing ulaganja Google ~ 40mlrdU$, 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
  • 11. .search sem = seo + sea (ppc) SEA (PPC) SEO
  • 12. .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
  • 13. .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 
  • 14. .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
  • 18. .display Samo ako je sadržaj/kontekst web stranice odgovarajući zakupljenim ključnim riječima oglas se prikazuje
  • 19. .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=C379777eADOEgsToPDskLAk-ewp_4vHKyqPtydISA7 @mvarga
  • 20. .segmentacija & remarketing +300% prihod http://www.youtube.com/watch?feature=player_detailpage&v=DpWzcjcBNtQ#t=188s @mvarga
  • 22. .započelo 1973. @mvarga
  • 23. .mobilni internet http://www.google.com/events/thinkmobile2011/livestream.html
  • 24. .SOLOMO: social – locale- mobile @mvarga
  • 25. .# korisnika @mvarga
  • 26. .# uređaja http://www.businessinsider.com/the-future-of-mobile-deck-2012-3 @mvarga
  • 27. .mobilni Internet – uvijek blizu korisnika @mvarga
  • 28. .this is not (y)our future http://www.youtube.com/watch?v=nJVoYsBym88&feature=share&list=P http://youtu.be/iuvyN4iZiP8
  • 29. .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
  • 31. .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 n 2 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
  • 32. .facebook http://youtu.be/YmwwrGV_aiE Do posla Facebookom i linkedinom: http://www.youtube.com/watch?v=ZVP7XFPC80Y&feature=share&list=PLA570C901AB66E15F @mvarga
  • 33. .twitter @mvarga
  • 34. .6 najvećih društvenih mreža www.businessinsider.com/chart-of-the-day-the-rise-of-pinterest-2012-2 @mvarga
  • 35. .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
  • 36. . 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
  • 37. .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
  • 38. .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
  • 40. .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
  • 41. .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 How much did it cost? Youtubom do posla 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
  • 42. .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
  • 43. Hvala Kontakt podaci: miroslav.escape@gmail.com Čitajte blog: http://www.escapestudio.hr Naći ćete me brzo www.facebook.com/miroslawarga twitter.com/mvarga http://www.linkedin.com/in/vargamiroslav @mvarga