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Google Confidential and Proprietary 1 Google Confidential and Proprietary 1
Google Online Academy
Online Intro & Business Planning
Google Confidential and Proprietary 2 Google Confidential and Proprietary 2
• De ce Online Marketing Academy
• Mediul online “behind the scenes”
• Despre consumatorul online
• Modele de business pe web
• Promovarea in mediul online
• Ce ne asteapta “dupa colt”
Google Confidential and Proprietary 3 Google Confidential and Proprietary 3
“you wanted it”
60% “vreau sa invat despre marketingul online”
15% “vreau sa ma angajez intr-o agentie”
15% “vreau sa invat despre produsele Google”
10% “vreau sa deschid un business online”
TOTAL = 2,300 inscrieri in program
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
4
Cei mai “pe fază” 1,600 studenti din 8 universitati invata despre mediul online, despre afaceri online si despre cum poti sa te promovezi online. Examenul “AdWords Fundamentals” se premiaza cu tablete Android si cu accesul la cursurile din ianuarieJ
FAZA 1: Oct-Dec 2012 FAZA 2: Ian-Mar 2013 FAZA 3: Apr-Jun 2013
Primii 800, adica 100 de studenti din fiecare universitate participanta, vor continua trainingurile Advanced pe teme de online advertising & business
“Cei 300” care primesc certificarea GQI se vor intalni cu mentori de business, investitori si agentii de advertising
9 luni de training pentru urmatorii lideri ai online-ului
Certificare GQI
Google Confidential and Proprietary 5 Google Confidential and Proprietary 5
* construirea unui website: Google Website Builder * interactiunea online: social (G+), local (Places), mobile (GoMo) * aplicatii de management: Google Apps & add-ons
* Despre CPC, CPM, cuvinte-cheie si PPC * Notiuni introductive despre AdWords si Adsense * Deschiderea unui cont si prima campanie AdWords * CTR si Quality score * Notiuni mai avansate (targeting, negative keywords, extensions) * Google Analytics
* Optimizarea contului (structura, keywords, conversion optimizer) * Relevanta anuntului * Optimizarea landing-page; AB testing
* evolutia mediului online in lume si in Romania * modele de business online de succes * despre promovarea online
Intro to Online (Rares/ Bogdana/ Ela/ Dan)
Deocamdata, 5 cursuri in 5 saptamani…
Google tools (Norbert/ Hermina)
AdWords I (Anabela / WebSEM)
AdWords II (Anabela / WebSEM)
AdWords III (Anabela / WebSEM)
Google Confidential and Proprietary 6 Google Confidential and Proprietary 6
6
…si un examen cu premii
Primii pasi spre…. …sunt presarati cu…
NOTA FINALA (100%)
SCOR EXAMEN (60%)
PREZENTA CURS (20%)
CONT ADWORDS (20%) = ++
Google Confidential and Proprietary 7 Google Confidential and Proprietary 7
• De ce Online Marketing Academy
• Mediul online “behind the scenes”
• Despre consumatorul online
• Modele de business pe web
• Promovarea in mediul online
• Ce ne asteapta “dupa colt”
Google Confidential and Proprietary 8 Google Confidential and Proprietary 8
Internetul face parte din viața cotidiană
100bn.căutări lunare pe Google
la nivel mondial
Căutare
video-uri accesate zilnic pe YouTube
1bn Entertainment
1bn utilizatori de rețele sociale
Socializare
Google Confidential and Proprietary 9 Google Confidential and Proprietary 9
Consumatorii și business-urile sunt conectate
23m utilizatori de telefonie
mobilă în România
9m de români folosesc
internetul (45%)
din telefoanele mobile vândute anul acesta în RO
sunt smartphones
20%
Google Confidential and Proprietary 10 Google Confidential and Proprietary 10
Mobilul schimba modul in care percepem interactiunea online
Google Confidential and Proprietary 11 Google Confidential and Proprietary 11
Universul social este in continua expansiune in online
11
Google Confidential and Proprietary 12 Google Confidential and Proprietary 12
• De ce Online Marketing Academy
• Mediul online “behind the scenes”
• Despre consumatorul online
• Modele de business pe web
• Promovarea in mediul online
• Ce ne asteapta “dupa colt”
Google Confidential and Proprietary 13 Google Confidential and Proprietary 13 Source: BIA / Kelsey
Web-ul este locul unde oamenii cauta una-alta
Google Confidential and Proprietary 14 Google Confidential and Proprietary 14
Momentul adevarului (moment of truth)
Source: “Winning the Zero Moment of Truth,” by Jim Lecinski
Google Confidential and Proprietary 15 Google Confidential and Proprietary 15
Momentul ZERO al adevarului
Source: “Winning the Zero Moment of Truth,” by Jim Lecinski
Google Confidential and Proprietary 16 Google Confidential and Proprietary 16
...pentru ca oamenii au incredere in persoanele cunoscute
Sources: Econsultancy July 2009 Harris Interactive June 2010
90% Of consumers online
trust endorsements from people they know
71% Say reviews from family
members or friends influence purchase decisions
Google Confidential and Proprietary 17 Google Confidential and Proprietary 17
Recomandarile persoanelor cunoscute in rezultatele search
Google Confidential and Proprietary 18 Google Confidential and Proprietary 18
Cumparatorul online
2
din consumatorii din Romania cumpără online
16% Cumpărăturile se mută online
Google Confidential and Proprietary 19 Google Confidential and Proprietary 19
Internetul transformă retail-ul
Efectul ROPO este vizibil peste tot in online 2
Din utilizatorii din RO caută produsul online înainte de
a-l cumpăra în magazin
50%
Google Confidential and Proprietary 20 Google Confidential and Proprietary 20
• De ce Online Marketing Academy
• Mediul online “behind the scenes”
• Despre consumatorul online
• Modele de business pe web
• Promovarea in mediul online
• Ce ne asteapta “dupa colt”
Google Confidential and Proprietary 21 Google Confidential and Proprietary 21
Cateva modele de business online
SOCIAL
MOBIL
LOCAL
PREZENTA SI PROMOVARE ONLINE
ECOMMERCE
Google Confidential and Proprietary 22 Google Confidential and Proprietary 22
“care este sansa mea?”
‘000 online start-ups
20 din 100 “alive” +3 ani
1 din 10 IPO/exit
1 din 100 investitie VC
1,500 studenti
300 antreprenori
? “next big thing”
50 business-uri
• Se deschid zeci de mii de business-uri online in fiecare an
• Doar 20% au un model de succes, si “traiesc” mai mult de 3 ani
• 1% din business-plan-urile primite de VC-uri primesc finantare
• 10% din start-up-urile finantate de VC ajung la stadiul de IPO/exit ($$$)
Google Confidential and Proprietary 23 Google Confidential and Proprietary 23
“the big idea”
SOCIAL
MOBIL
LOCAL
PREZENTA SI PROMOVARE ONLINE
ECOMMERCE
Google Confidential and Proprietary 25 Google Confidential and Proprietary 25
• De ce Online Marketing Academy
• Mediul online “behind the scenes”
• Despre consumatorul online
• Modele de business pe web
• Promovarea in mediul online
• Ce ne asteapta “dupa colt”
Google Confidential and Proprietary 27 Google Confidential and Proprietary 27
Ce este marketingul online / digital? in theory, if it happens on a digital screen it is digital marketing
Google Confidential and Proprietary 28 Google Confidential and Proprietary 28
DISPLAY AD
SEARCH AD
ORGANIC SEARCH DISPLAY
AD
AFFILIATE
PURCHASE
SEARCH AD
ABANDON
ABANDON
Google Confidential and Proprietary 29 Google Confidential and Proprietary 29
Tipuri de marketing online
• Search engine optimization
• Social media marketing
• Email marketing
• Search engine marketing
• Display advertising
• Affiliate marketing
• Mobile advertising
• Search analytics/ Web analytics
Google Confidential and Proprietary 30 Google Confidential and Proprietary 30
Cum functioneaza cautarea Google
This is the search query
Google Confidential and Proprietary 31 Google Confidential and Proprietary 31
Organic search results
Cum functioneaza cautarea Google
Google Confidential and Proprietary 32 Google Confidential and Proprietary 32
Paid Ads
Cum functioneaza cautarea Google
Google Confidential and Proprietary 33 Google Confidential and Proprietary 33 Source: internetworldstats.com, November 2011
• The average length of a search query on Google is 4 words. • 80% of online activity starts on a search engine.
Google Confidential and Proprietary 34 Google Confidential and Proprietary 34
search engine optimization
• what are search engines?
• how does search ranking happen?
• why do you need to optimize?
Google Confidential and Proprietary 35 Google Confidential and Proprietary 35
search engine marketing (ppc)
• what is search engine marketing?
• Google AdWords and the live auction principle
• The principle of “conversion” and “attribution”
Google Confidential and Proprietary 36 Google Confidential and Proprietary 36
display advertising
• what is display advertising?
• IAB and the standards of a display banner
• Google AdSense and the Google Display Network
• Independent websites or independent display networks
• The concept of “click-through rate”
Google Confidential and Proprietary 37 Google Confidential and Proprietary 37
social media marketing
• what is social media?
• the concept of viral and seeding
• the concept of sharing and likeing/+1ing
• social media apps and special projects: poster endorsement, display advertising, applications, sponsored posts, photo endorsements, sponsored tweets etc
Google Confidential and Proprietary 38 Google Confidential and Proprietary 38
mobile advertising
• mobile is about? – geolocation, closeness, immediacy
• m-sites or applications
• mobile search advertising/ display advertising
• in-app advertising [AdMob]
Google Confidential and Proprietary 39 Google Confidential and Proprietary 39
email marketing
• permission marketing and Seth Godin
• email marketing basics: mailing lists, server whitelisting, CTR and opening rates
• bulk emailing and spam
• privacy and op-in/out policies
Google Confidential and Proprietary 40 Google Confidential and Proprietary 40
affiliate marketing
• what is an affiliate? what do they do?
• the affiliate – producer cycle. how is money getting made?
• affiliate networks
Google Confidential and Proprietary 41 Google Confidential and Proprietary 41
web analytics • Measuring results through web metrics
• Traffic, impressions, unique visitors, bounce rate, CTR, conversions
• Analytics companies: Google Analytics, Omniture, Webtrekk
Google Confidential and Proprietary 42 Google Confidential and Proprietary 42
Cine se ocupa de toate astea?
production agencies
performance agencies
creative digital agencies
media agencies
Google Confidential and Proprietary 43 Google Confidential and Proprietary 43
• De ce Online Marketing Academy
• Mediul online “behind the scenes”
• Despre consumatorul online
• Modele de business pe web
• Promovarea in mediul online
• Ce ne asteapta “dupa colt”
Google Confidential and Proprietary 45 Google Confidential and Proprietary 45
Toate astea fac deja parte din prezent
Photos courtesy of Thomas Hawk. www.thomashawk.com. Used with permission.
Personalization
Cloud Computing
Mobile
Google Confidential and Proprietary 46 Google Confidential and Proprietary 46 Source: Google
Viteza pe Internet va creste exponential Internet speed will enable commoditization of Information
Google Confidential and Proprietary 47 Google Confidential and Proprietary 47 Source: “Hardware Commoditization in the Handset Market,” EEP, February 2, 2012
• Upload and download speeds 100 times faster than most Cable Internet providers.
• Comes with a free Nexus 7 tablet.
• Giving away slow Internet for free.
Internet gratis?
Google Confidential and Proprietary 48 Google Confidential and Proprietary 48
Teens have grown up with the Internet in their hands:
• impacts how they think
• how they act
• how they relate to others
Antreprenorii de maine sunt tinerii de azi
Google Confidential and Proprietary 49 Google Confidential and Proprietary 49
Ne imbracam in gadget-uri: Google Glass
Google Confidential and Proprietary 50 Google Confidential and Proprietary 50
Masina care se conduce singura
Google Confidential and Proprietary 51 Google Confidential and Proprietary 51
"Every generation needs a new revolution”
Thomas Jefferson