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Internet:
The revolution in communication
         and marketing



                           escape d.o.o.
               miroslav@escapestudio.net
Why I’m here today?
1. To show you my view of internet
2. To explain where&why money is invested
3. To change your view on internet when
  you wake up tomorrow.
4. To persuade you to learn more about and
5. To present you the newest trends
Actually, to be honest:
I’m here today because Dominik invited me
.the begining
 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
.the first domain/website: 15.03.1985.




                                  Today: more
                                  than 2 mil
                                  domains are
                                  added monthly
               @mvarga
.domains
are virtual
property



 Using Domains to
 find a job:
 Branimir Bračun
 Marija Pranjić
.internet changed our life




  “...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 influences retail
     ....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
.internet is the playground for IM
 Internet marketing is part of the 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 investments.




                                           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 is a SERP activity
                      sem = seo + sea (ppc)




          SEA (PPC)




              SEO
.serp                      (Search Engine Results Page)

Yahoo’s SERP was more relevant because people decided about your relevance
for a certain search query but they could not handle the fast increase of # web-sites.
‘...if you are not in Yahoo Web Directory, you can wait a long time before you appear in Yahoo SERPS....if
you have a business website you will have to pay $299 dollars annually to remain inside Yahoo Web
Directory...’
     (source: http://www.irkawebpromotions.com/search-engines/yahoo/) march 2010.



Google uses a mathematical algorithm for his SERP. They call it natural or organic
order...there are several hundred ranking factors in the algorithm and each are
weighted differently, there are more than 500 changes annually, there are more than
20000 tests of the algorithm undertaken by several hundred engineers...’
     (source: http://www.youtube.com/watch?v=J5RZOU6vK4Q August 2011.




                                      @mvarga
.seo – the core of natural order
  SEO or search engine optimization is a process of continuous improving your
  web site to achieve a better position in SERP. This improvement is technical
  but can change the structure of data on the web-site. A very good starter
  guide is at:
  http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf

  SEO is a long term activity with no guaranty because 200 factors (and
  changing) is against you, including all the others behind you.




  SEM is crucial for your visibility!




                               @mvarga
                                                                   http://en.wikipedia.org/wiki/Pagerank
.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
.control your competition
              How to get there?




                             SEA


              SEO
.position (visits)




              @mvarga
.position (Per Visit value)




               @mvarga
2. DISPLAY
.display/banner/contextual/RMA ads




           @mvarga
.display ads
Your ads show up
if the content of
the web-page is
relevant to your
keywords and to
your ads.
.RMA – Rich media ads:

 Rich media YoY (2011) +66%.
 Prediction: 50% of banner ads
 will be RMA in 2015.
 Rich media ad IKEA
 http://www.youtube.com



 /watch?v=XwPHlp8OK70&list=PLA570C901AB66E15F&context=C379777eADOEgsToPDskLAk-ewp_4vHKyqPtydISA7




                                                            @mvarga
.segmentation & remarketing +300% sales




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




                              @mvarga
3. MOBILE
.it started in 1973.




              @mvarga
.mobile internet traffic




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




           @mvarga
.# of users




              @mvarga
.# of devices




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


                    @mvarga
.mobile is always close to users




               @mvarga
.this is not (y)our future




                                   http://www.youtube.com/watch?v=nJVoYsBym88&feature=
     http://youtu.be/iuvyN4iZiP8   share&list=PLA570C901AB66E15F
.it’s going on already!




            @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/3SuNx0UrnEo




              @mvarga
.facebook ads vs. Google AdWords

                            Google AdWords    Facebook     Difference F/G

                 Budget:          331,17 kn      47,39 €        103,58%

         Ad impressions             317.739    4.300.145       1353,36%

                 # clicks              240        1.339         557,92%

               AVG CPC              1,38 kn      0,29 kn          21,01%

   CTR (only display ads)              0,04         0,03          75,00%




                            @mvarga
.twitter




           @mvarga
.linkedIN




  http://blog.hubspot.com/blog/tabid/6307/bid/30030/LinkedIn-277-More-Effective-for-Lead-Generation-Than-Facebook-Twitter-New-Data.aspx


                                               @mvarga
.who is using LinekedIN




                                                                                        Using FB + LN to
                                                                                        find a job:
                                                                                        Steven Severn
  http://www.businessinsider.com/chart-of-the-day-where-do-linkedin-users-work-2012-2




                                      @mvarga
.pinterest                                – new kid on the block


                                                                                                                           An Overnight
                                                                                                                           Success Four Years
                                                                                                                           In The Making

                                                                                                                           Read more:
                                                                                                                           http://articles.businessinsider.com/2012-
                                                                                                                           05-01/tech/31511284_1_google-users-
                                                                                                                           investors-facebook#ixzz25bKoVYRc




  http://danzarrella.com/infographic-how-to-get-more-pins-and-repins-on-pinterest.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+DanZarrella+%28Dan+Zarrella%27s+Blog%29#
.the 6 biggest social networks




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



                        @mvarga
.bad scores are important!



   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
. now the oldies get social




     % 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
. social networks are used for ...




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
.new jobs – 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. The second largest search engine
in the world
2. YouTube was founded in February
2005 and has become the go-to site
for video on the web. One hour of
video is uploaded to YouTube every
second
3. It’s a free sevices that has more
than 4.000.000.000 views daily
SOURCE: Googleblog



Don't get mad, get YouTube

                            @mvarga
.11 Viral YouTube advises [1/2]
 Wow!        Good videos do one thing really well: they surprise us. Great viral media
             shocks us with the unexpected.
 Yowza!      A cardinal rule of advertising is that sex sells. Humor and sports are
             somewhat universal…sex touches everyone.
 Pow!        It also seems that destroying things touches all of us in some ways. Acts of
             destruction or implied violence makes us keep watching.
 Groove! Music, like sex, can be another way to broaden the appeal of a viral ad.
             Music is a way to grab a hold of your attention and not let go.
 Ooooh!      Spots that include fantastic elements that astound us and stimulate our
             sense of wonder also work well.
 Touch.      A common element of great drama or comedy is its ability to connect with
             you, the viewer, because of your ability to picture yourself in that same
             situation. Walt Disney was a great believer in this, counseling his animators
             that "comedy, to be appreciated, must have contact with the audience…
             there must be a familiar, sub-conscious association." We laugh or cry at
             things on the screen because those things connect with us by stirring up
             emotions we've already felt. Great viral media does the same thing by
             making us feel connected to the action on the screen.



                              @mvarga
.11 Viral YouTube advises [2/2]
 Nudge nudge, Maybe it's just a product of our postmodern era but successful
                viral media is self-aware. It doesn't try to be something it's not: it
 wink wink:     lets us in on the joke.
 Peek.     People love to see "behind the scenes." Sometimes the "behind the
           scenes“ stuff can even become a part of the spot itself: Give people
           a peek behind the curtain to get them hooked.
 Oooohhhh! Spectacle sells. Bigger is usually better. Doing something huge,
           something that nobody could do in their homes is a great way of
           grabbing attention.
 Awwwwww! One element that imbues almost all of successful spots is the
                kindness with which they treat their subjects and their audiences.
                While "people being idiots and grievously injuring themselves"
                videos do have their appeal, that appeal is limited to a relatively
                small segment of the population.
 Time!          Be careful with the length of your video! Somewhere the speed is
                still dial-up and it need ages to download. The time frame is shorter
                and shorter. Former 5-8 minutes are today 30s to 2 min.

                                                           Using YT to find a
                                                           job:
                            @mvarga                        Miguel Durão
.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?
  Answer: http://www.poslovni.hr/133615.aspx

 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
.last slide: trends
 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




                                                                                                         50
                                           @mvarga
Thank you!

Send questions to: miroslav.escape@gmail.com

Please read some articles on: http://www.escapestudio.hr

You can find me very easy:
www.facebook.com/miroslawarga
twitter.com/mvarga
http://www.linkedin.com/in/vargamiroslav




               @mvarga

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Prezentacija za ZŠEM na engleskom 24.09.2012

  • 1. Internet: The revolution in communication and marketing escape d.o.o. miroslav@escapestudio.net
  • 2. Why I’m here today? 1. To show you my view of internet 2. To explain where&why money is invested 3. To change your view on internet when you wake up tomorrow. 4. To persuade you to learn more about and 5. To present you the newest trends Actually, to be honest: I’m here today because Dominik invited me
  • 3. .the begining 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. .the first domain/website: 15.03.1985. Today: more than 2 mil domains are added monthly @mvarga
  • 5. .domains are virtual property Using Domains to find a job: Branimir Bračun Marija Pranjić
  • 6. .internet changed our life “...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 influences retail ....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 $1.4 trillion worth of in-store sales..... Source: http://selnd.com/dk0CTb @mvarga
  • 8. .internet is the playground for IM Internet marketing is part of the NEW MARKETING! “..I define Old Marketing as the act of interrupting masses of people with ads about average products. New Marketing leverages scarce attention and creates interactions among communities with similar interests…” Seth Godin, Meatball Sundae “…In normal marketing, we do research and bidding and guessing and demographic / psychographic / behavior targeting and so much more just to guess when to interrupt people with a message about our brand. Utility marketing is about delivering such incredible value that you simply become part of your audience's life! Mobile platforms present an opportunity to achieve every marketer's dream: right message at the right time to the right person at the right place. But they do demand that we forget traditional unimaginative ways of creating experiences and delivering value like relying on shouting/guessing. The opportunity has not exploded yet, but we are approaching that moment…” Avinash Kaushik, http://www.kaushik.net/avinash/mobile-marketing-customer-data-acquisition-behavior-targeting/ @mvarga
  • 9. .internet marketing investments. Google ~ 40mlrdU$, 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 is a SERP activity sem = seo + sea (ppc) SEA (PPC) SEO
  • 12. .serp (Search Engine Results Page) Yahoo’s SERP was more relevant because people decided about your relevance for a certain search query but they could not handle the fast increase of # web-sites. ‘...if you are not in Yahoo Web Directory, you can wait a long time before you appear in Yahoo SERPS....if you have a business website you will have to pay $299 dollars annually to remain inside Yahoo Web Directory...’ (source: http://www.irkawebpromotions.com/search-engines/yahoo/) march 2010. Google uses a mathematical algorithm for his SERP. They call it natural or organic order...there are several hundred ranking factors in the algorithm and each are weighted differently, there are more than 500 changes annually, there are more than 20000 tests of the algorithm undertaken by several hundred engineers...’ (source: http://www.youtube.com/watch?v=J5RZOU6vK4Q August 2011. @mvarga
  • 13. .seo – the core of natural order SEO or search engine optimization is a process of continuous improving your web site to achieve a better position in SERP. This improvement is technical but can change the structure of data on the web-site. A very good starter guide is at: http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf SEO is a long term activity with no guaranty because 200 factors (and changing) is against you, including all the others behind you. SEM is crucial for your visibility! @mvarga http://en.wikipedia.org/wiki/Pagerank
  • 14. .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
  • 15. .control your competition How to get there? SEA SEO
  • 17. .position (Per Visit value) @mvarga
  • 20. .display ads Your ads show up if the content of the web-page is relevant to your keywords and to your ads.
  • 21. .RMA – Rich media ads: Rich media YoY (2011) +66%. Prediction: 50% of banner ads will be RMA in 2015. Rich media ad IKEA http://www.youtube.com /watch?v=XwPHlp8OK70&list=PLA570C901AB66E15F&context=C379777eADOEgsToPDskLAk-ewp_4vHKyqPtydISA7 @mvarga
  • 22. .segmentation & remarketing +300% sales http://www.youtube.com/watch?feature=player_detailpage&v=DpWzcjcBNtQ#t=188s @mvarga
  • 24. .it started in 1973. @mvarga
  • 25. .mobile internet traffic http://www.google.com/events/thinkmobile2011/livestream.html
  • 26. .SOLOMO: social – locale- mobile @mvarga
  • 27. .# of users @mvarga
  • 28. .# of devices http://www.businessinsider.com/the-future-of-mobile-deck-2012-3 @mvarga
  • 29. .mobile is always close to users @mvarga
  • 30. .this is not (y)our future http://www.youtube.com/watch?v=nJVoYsBym88&feature= http://youtu.be/iuvyN4iZiP8 share&list=PLA570C901AB66E15F
  • 31. .it’s going on already! @mvarga
  • 33. .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
  • 34. .facebook http://youtu.be/3SuNx0UrnEo @mvarga
  • 35. .facebook ads vs. Google AdWords Google AdWords Facebook Difference F/G Budget: 331,17 kn 47,39 € 103,58% Ad impressions 317.739 4.300.145 1353,36% # clicks 240 1.339 557,92% AVG CPC 1,38 kn 0,29 kn 21,01% CTR (only display ads) 0,04 0,03 75,00% @mvarga
  • 36. .twitter @mvarga
  • 38. .who is using LinekedIN Using FB + LN to find a job: Steven Severn http://www.businessinsider.com/chart-of-the-day-where-do-linkedin-users-work-2012-2 @mvarga
  • 39. .pinterest – new kid on the block An Overnight Success Four Years In The Making Read more: http://articles.businessinsider.com/2012- 05-01/tech/31511284_1_google-users- investors-facebook#ixzz25bKoVYRc http://danzarrella.com/infographic-how-to-get-more-pins-and-repins-on-pinterest.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+DanZarrella+%28Dan+Zarrella%27s+Blog%29#
  • 40. .the 6 biggest social networks www.businessinsider.com/chart-of-the-day-the-rise-of-pinterest-2012-2 @mvarga
  • 41. .bad scores are important! 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
  • 42. . now the oldies get social % 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
  • 43. . social networks are used for ... 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
  • 44. .new jobs – 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
  • 46. .video 1. The second largest search engine in the world 2. YouTube was founded in February 2005 and has become the go-to site for video on the web. One hour of video is uploaded to YouTube every second 3. It’s a free sevices that has more than 4.000.000.000 views daily SOURCE: Googleblog Don't get mad, get YouTube @mvarga
  • 47. .11 Viral YouTube advises [1/2] Wow! Good videos do one thing really well: they surprise us. Great viral media shocks us with the unexpected. Yowza! A cardinal rule of advertising is that sex sells. Humor and sports are somewhat universal…sex touches everyone. Pow! It also seems that destroying things touches all of us in some ways. Acts of destruction or implied violence makes us keep watching. Groove! Music, like sex, can be another way to broaden the appeal of a viral ad. Music is a way to grab a hold of your attention and not let go. Ooooh! Spots that include fantastic elements that astound us and stimulate our sense of wonder also work well. Touch. A common element of great drama or comedy is its ability to connect with you, the viewer, because of your ability to picture yourself in that same situation. Walt Disney was a great believer in this, counseling his animators that "comedy, to be appreciated, must have contact with the audience… there must be a familiar, sub-conscious association." We laugh or cry at things on the screen because those things connect with us by stirring up emotions we've already felt. Great viral media does the same thing by making us feel connected to the action on the screen. @mvarga
  • 48. .11 Viral YouTube advises [2/2] Nudge nudge, Maybe it's just a product of our postmodern era but successful viral media is self-aware. It doesn't try to be something it's not: it wink wink: lets us in on the joke. Peek. People love to see "behind the scenes." Sometimes the "behind the scenes“ stuff can even become a part of the spot itself: Give people a peek behind the curtain to get them hooked. Oooohhhh! Spectacle sells. Bigger is usually better. Doing something huge, something that nobody could do in their homes is a great way of grabbing attention. Awwwwww! One element that imbues almost all of successful spots is the kindness with which they treat their subjects and their audiences. While "people being idiots and grievously injuring themselves" videos do have their appeal, that appeal is limited to a relatively small segment of the population. Time! Be careful with the length of your video! Somewhere the speed is still dial-up and it need ages to download. The time frame is shorter and shorter. Former 5-8 minutes are today 30s to 2 min. Using YT to find a job: @mvarga Miguel Durão
  • 49. .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? Answer: http://www.poslovni.hr/133615.aspx 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
  • 50. .last slide: trends 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 50 @mvarga
  • 51. Thank you! Send questions to: miroslav.escape@gmail.com Please read some articles on: http://www.escapestudio.hr You can find me very easy: www.facebook.com/miroslawarga twitter.com/mvarga http://www.linkedin.com/in/vargamiroslav @mvarga