Google Online Academy

Online Intro & Business Planning

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 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

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you wanted it

60% 15% 15% 10%

vreau sa invat despre marketingul online

vreau sa ma angajez intr-o agentie vreau sa invat despre produsele Google

vreau sa deschid un business online

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TOTAL = 2,300 inscrieri in program

9 luni de training pentru urmatorii lideri ai online-ului

FAZA 1: Oct-Dec 2012 FAZA 2: Ian-Mar 2013 FAZA 3: Apr-Jun 2013

Cei mai pe faz 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

Primii 800, adica 100 de studenti din fiecare universitate participanta, vor continua trainingurile Advanced pe teme de online advertising & business
Certicare GQI

Cei 300 care primesc certificarea GQI se vor intalni cu mentori de business, investitori si agentii de advertising

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Deocamdata, 5 cursuri in 5 saptamani

Intro to Online (Rares/ Bogdana/ Ela/ Dan) Google tools (Norbert/ Hermina) AdWords I (Anabela / WebSEM) AdWords II (Anabela / WebSEM) AdWords III (Anabela / WebSEM) * evolutia mediului online in lume si in Romania * modele de business online de succes * despre promovarea online * 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
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si un examen cu premii Primii pasi spre. sunt presarati cu

NOTA FINALA (100%)

SCOR EXAMEN (60%)

PREZENTA CURS (20%)

CONT ADWORDS (20%)

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 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

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Internetul face parte din viaa cotidian

Cutare

Socializare

Entertainment

100bn.
cutri lunare pe Google la nivel mondial

1bn
utilizatori de reele sociale

1bn

video-uri accesate zilnic pe YouTube

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Consumatorii i business-urile sunt conectate

23m
utilizatori de telefonie mobil n Romnia

9m
de romni folosesc internetul (45%)

din telefoanele mobile vndute anul acesta n RO sunt smartphones

20%

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Mobilul schimba modul in care percepem interactiunea online

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Universul social este in continua expansiune in online

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 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

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Web-ul este locul unde oamenii cauta una-alta

Source: BIA / Kelsey

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Momentul adevarului (moment of truth)

Source: Winning the Zero Moment of Truth, by Jim Lecinski

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Momentul ZERO al adevarului

Source: Winning the Zero Moment of Truth, by Jim Lecinski

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...pentru ca oamenii au incredere in persoanele cunoscute

Of consumers online trust endorsements from people they know

% 90

Say reviews from family members or friends influence purchase decisions

% 71

Sources: Econsultancy July 2009 Harris Interactive June 2010

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Recomandarile persoanelor cunoscute in rezultatele search

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Cumparatorul online

Cumprturile se mut online

16%
2

din consumatorii din Romania cumpr online

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Internetul transform retail-ul

Efectul ROPO este vizibil peste tot in online

Din utilizatorii din RO caut produsul online nainte de a-l cumpra n magazin

50%
2

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 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

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Cateva modele de business online

ECOMMERCE SOCIAL

MOBIL

LOCAL

PREZENTA SI PROMOVARE ONLINE

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care este sansa mea?

000 online start-ups Se deschid zeci de mii de business-uri online in ecare an 1,500 studenti

20 din 100 alive +3 ani

Doar 20% au un model de succes, si traiesc mai mult de 3 ani

300 antreprenori

1 din 100 investitie VC

1% din business-plan-urile primite de VC-uri primesc nantare 10% din start-up-urile nantate de VC ajung la stadiul de IPO/exit ($$$)

50 business-uri

1 din 10 IPO/exit

? next big thing

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the big idea

ECOMMERCE SOCIAL

MOBIL

LOCAL

PREZENTA SI PROMOVARE ONLINE

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What next

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 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

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Ce este marketingul online / digital?

in theory, if it happens on a digital screen it is digital marketing

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SEARCH AD

ORGANIC SEARCH

DISPLAY AD

AFFILIATE PURCHASE DISPLAY AD ABANDON

ABANDON

SEARCH AD

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Tipuri de marketing online

Search engine optimization Social media marketing Email marketing Search engine marketing Display advertising Aliate marketing Mobile advertising Search analytics/ Web analytics

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Cum functioneaza cautarea Google

This is the search query

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Cum functioneaza cautarea Google

Organic search results

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Cum functioneaza cautarea Google

Paid Ads

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 The average length of a search query on Google is 4 words. 80% of online activity starts on a search engine.

Source: internetworldstats.com, November 2011

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search engine optimization

what are search engines? how does search ranking happen? why do you need to optimize?

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search engine marketing (ppc)

what is search engine marketing? Google AdWords and the live auction principle The principle of conversion and attribution

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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

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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

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mobile advertising
mobile is about? geolocation, closeness, immediacy m-sites or applications mobile search advertising/ display advertising in-app advertising [AdMob]

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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

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aliate marketing
what is an aliate? what do they do? the aliate producer cycle. how is money getting made? aliate networks

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web analytics
Measuring results through web metrics Trac, impressions, unique visitors, bounce rate, CTR, conversions Analytics companies: Google Analytics, Omniture, Webtrekk

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Cine se ocupa de toate astea?

production agencies

performance agencies

creative digital agencies

media agencies

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 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

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The future!
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Toate astea fac deja parte din prezent

Mobile Personalization

Cloud Computing
Photos courtesy of Thomas Hawk. www.thomashawk.com. Used with permission. Google Condential and Proprietary 45

Viteza pe Internet va creste exponential

Internet speed will enable commoditization of Information

Source: Google

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Internet gratis?
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.

Source: Hardware Commoditization in the Handset Market, EEP, February 2, 2012

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Antreprenorii de maine sunt tinerii de azi

Teens have grown up with the Internet in their hands: impacts how they think how they act how they relate to others

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Ne imbracam in gadget-uri: Google Glass

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Masina care se conduce singura

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"Every generation needs a new revolution

Thomas Jefferson

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Thank You

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