COMUNICARE ONLINE DALLES GO 13/05/2013 – Bucures/ CURS I Prof. Bogdana Butnar
1 >> CE O SA FACEM ASTAZI? ADMINISTRATIVE • Introduceri / name tags • Detalii administra3ve • Prezentarea curiculei • Prezentarea sistemului de invatare CURS • Obiec3ve/ asteptari • Introducere in adver3sing/comunicare online • Istoria mediului online • Terminologie de baza
1 >> SA NE CUNOASTEM, DECI… • Cine sunt si cu ce ma ocup? – Bogdana Butnar, consultant de marke3ng digital – Lucrez la Google Romania in pozi3a de Industry Manager • Ce background profesional am? – Lucrez in adver3sing de 11 ani si in mediul online de 5 – Am inceput ca Specialist Comunicare la TRG – Am un master in marke3ng de la LondonMet • De ce sunt aici? – Experienta de predare • Ce pasiuni/hobby-‐uri am? – Pasiunile mele sunt: onlineul, bloggingul, lectura si designul de mobila
1 >> NAME TAGS, PLEASE…
1 >> DETALII ADMINISTRATIVE • Cursul dureaza intre 2:00 – 2:30 • Luam o pauza de 10 minute pentru relaxare/fumat dupa prima ora+30min • Pagina de Facebook à GO Comunicare Online • Grup de mailing à Google Groups • Intrebari, teme, exerci3i – Intrebarile sunt permise in orice moment al cursului – Fiecare curs are la ﬁnal o tema care este “due” pana in dimineata zilei ANTERIOARE cursului – Fiecare curs are un studiu de caz – Studiile de caz prega3te VOLUNTAR de studen3 se premiaza cu car3 de la Editura Curtea Veche
1 >> DETALII ADMINISTRATIVE • Programul cursurilor: in ﬁecare miercuri de la 18:30 – Flexibilitate – Weekenduri – Absente si recuperare cursuri • Sistemul de invatare – Predare – Intrebari – Teme – Fara examen – Gamiﬁca3on: PBL • Handouts si no3te
1 >> DETALII ADMINISTRATIVE GAMIFICATION à PBL system • Points – 1 good ques3on = 1 point – 1 good homework = 10 points – 1 interes3ng helpful fact = 3 points – 1 spoaed = 5 points – 1 good ar3cle shared = 8 points • Bagdes = car<! • Leaderboards – publicat saptamanal pe pagina de facebook – based on points/ ongoing
INTRODUCERE IN COMUNICARE ONLINE CURS I
1 >> OBIECTIVELE VOASTRE? • Ce spera3 sa ob3ne3 de la acest curs?
1 >> hap://www.youtube.com/watch?v=6gmP4nk0EOE
1 >> INTREBARI ESENTIALE • Ce este Internetul? • Ce inseamna online? • Ce inseamna digital? • Ce inseamna marke3ng? • Ce inseamna comunicare? • Ce inseamna adver3sing/publicitate?
1 >> SCURTA INSTORIE A INTERNETULUI • ARPANET, Vinton Cerf – TCP/IP, Tim Berners Lee – hap/www protocols • Browserul Mosaic, Netscape si razboaiele browserelor • Microsoe, Apple si conceptul de PC • 1994 se vine primul banner ad (AOL)
1 >> ECOSISTEMUL DE MARKETING ONLINE
1 >> ECOSISTEMUL DE MARKETING ONLINE
1 >> ECOSISTEMUL DE MARKETING ONLINE
1 >> MARKETING ONLINE // SUBCAT. • Online market research • Search engine op3miza3on • Social media marke3ng • Email marke3ng • Referral marke3ng • Content marke3ng • Search engine marke3ng // Pay per click • Display adver3sing • Aﬃliate marke3ng • Revenue sharing • Mobile adver3sing • Search analy3cs // Web analy3cs
1 >> DICTIONAR DE TERMENI • AIDA – An approach to understanding how adver3sing and selling supposedly work. The assump3on is that the consumer passes through several steps in the inﬂuence process. First, Aaen3on must be developed, to be followed by Interest, Desire, and ﬁnally Ac3on as called for in the message. Another, but similar, scheme was developed by Lavidge and Steiner in 1961, later to be dubbed the AIDA: Hierarchy of Eﬀects Model by Palda in 1966. This approach involves the hierarchy of eﬀects: awareness, knowledge, liking, preference, convic3on, and ﬁnally purchase in that order. Note the similarity to the adop3on process. • Ad -‐ The name used to indicate an adver3sing message in the print media. • Ad Clicks -‐ Number of 3mes users click on an ad banner. • Ad Copy – The main text of a clickable search or context-‐served ad. It usually makes up the second and third lines of a displayed ad, between the Ad Title and the Display URL. Source: SEMPO • Ad Groups -‐ A group of ads within a Campaign. • Ad Scheduling – is the prac3ce of scheduling the day into several parts, during each of which a diﬀerent adver3sing rule is applied based on adver3sing objec3ve, budget, and compe3tors • Ad Title -‐ The ﬁrst line of text displayed in a clickable search or context-‐served ad.
1 >> DICTIONAR DE TERMENI • A/B Tes<ng-‐ – is randomly showing a visitor one version of a page-‐ (A) version or (B) version-‐ and tracking the changes in behavior based on which version they saw. (A) version is normally your exis3ng design ("control" in sta3s3cs lingo); and (B) version is the "challenger" with one copy or design element changed. In a "50/50 A/B split test," youre ﬂipping a coin to decide which version of a page to show. A classic example would be comparing conversions resul3ng from serving either version (A) or (B), where the versions display diﬀerent headlines. A/B tests are commonly applied to clicked-‐on ad copy and landing page copy or designs to determine which version drives the more desired result. • Adver<sing network – An Internet business model where adver3sers go to one source to buy adver3sing on several Web sites at once through run-‐of-‐category and run-‐of-‐network buys. • Aﬃliate marke<ng – An online marke3ng strategy that involves revenue sharing between online adver3sers/merchants and online publishers/salespeople. Compensa3on is typically awarded based on performance measures such as sales, clicks, registra3ons or a combina3on of factors. • Ad blocking – Soeware available to Internet users that blocks the appearance of adver3sing on Web pages. Typically, these programs suppress so-‐called pop-‐up and pop-‐under ads. • Above the fold – A term borrowed from print newspapers that references the top por3on of a Web page that is visible without scrolling. Web designers typically recommend that important informa3on should be included above the fold.
1 >> DICTIONAR DE TERMENI • Aﬃliate network – Any of a number of businesses that provide support services to aﬃliate marke3ng programs. Services can include tracking commissions and ac3vity, providing marke3ng and sales support, or other services. • Auc<on Model Bidding – The most popular type of PPC bidding. First, an adver3ser determines what maximum amount per click they are willing to spend for a keyword. If there is no compe33on for that keyword, the adver3ser pays their bid, or less, for every click. If there is compe33on at auc3on for that keyword, then the adver3ser with the highest bid will pay one penny more than their nearest compe3tor • AXribu<on – the prac3ce of assigning a conversion to an ac3on • Avatar -‐ A digital representa3on of a user in a virtual reality site. • Average Page Depth -‐ The average number of pages on a site that visitors view during a single session. • Average Response Value -‐ The average revenue value of each click, calculated as total revenue divided by total clicks. • Analy<cs – A feature that allows you to understand a wide range of ac3vity related to your website and your online marke3ng ac3vi3es. Using analy3cs provides you with informa3on to help op3mize your campaigns, ad groups, and keywords, as well as your other online marke3ng ac3vi3es, to best meet your business goals.
1 >> DICTIONAR DE TERMENI • Banner – Banners various size /pixels ad space on commercial Web sites that are usually "hot-‐linked" to the adver3sers site. • Beta – This term has migrated from computer and soeware development, and it is usually used as "beta site." It means test site or test version. Beta is not the ﬁnally version of a product or web site, but its close enough to show in public and work the bugs out. • Click -‐ The opportunity for a visitor to be transferred to a loca3on by clicking on an ad, as recorded by the server. • Click-‐Through Rate – Percentage of 3mes a user responded to an adver3sement by clicking on the ad buaon/banner. At one 3me the granddaddy of Web-‐marke3ng measurements, click-‐through is based on the idea that online promo3ons that do what theyre intended to do will elicit a click. CTR is one metric Internet marketers use to measure the performance of an ad campaign. • Bid -‐ The maximum amount that you are willing to pay for a click. • Content Network – A group of Web sites that agree to show ads on their site, served by an ad network, in exchange for a share of the revenue generated by those ads. • Contextual Adver<sing – Adver3sing that is targeted to a Web page based on the pages content, keywords, or category. Ads in most content networks are targeted contextually.
1 >> DICTIONAR DE TERMENI • Conversion Rate – This is the percentage of your clicks that generate sales or leads.. This number is given by dividing the number of sale/leads by the number of clicks you send to the oﬀer. For example, if 100 clicks generated 100 visitors to your site, and they generate 5 sales/leads then your conversion rate would be 20% • Cookie – A ﬁle on your computer that records informa3on such as where you have been on the World Wide Web. The browser stores this informa3on which allows a site to remember the browser in future transac3ons or requests. Since the Webs protocol has no way to remember requests, cookies read and record a users browser type and IP address, and store this informa3on on the users own computer. The cookie can be read only by a server in the domain that stored it. Visitors can accept or deny cookies, by changing a seqng in their browser preferences. • CTR -‐ Click Through Rate • Impression (Ad Impression or Page Impression) – The ad impression is the metric a site uses for measuring inventory. Diﬀerent deﬁni3ons exist for this term: 1. The viewing of a page or ad(s) by the user. The assump3on is that the page or ad images were successfully downloaded and the user viewed the page or ads on the page are recorded whether or not a user clicks on an ad. 2.The request for a page or ad. Agencies usually collect a fee for every thousand impressions (hence the term CPM Ð cost per thousand).
1 >> DICTIONAR DE TERMENI • CPA -‐ Cost Per Ac3on. A form of adver3sing where payment is dependent upon an ac3on that a user performs. The ac3on could be making a purchase, signing up for a newsleaer, or asking for a follow-‐up call. An adver3ser pays a set fee to the publisher based on the number of visitors who take ac3on. Many aﬃliate programs use the CPA model. • CPC -‐ Cost Per Click. Also called Pay per Click (PPC). A performance-‐based adver3sing model where the adver3ser pays a set fee for every click on an ad. The majority of text ads sold by search engines are billed under the CPC model. • CPL -‐ Cost Per Lead • CPM -‐ CPM is the cost per thousand for a par3cular site. An adver3ser that charges every 3me an ad is displayed to a user, whether the user clicks on the ad or not. The fee is based on every 1,000 ad impressions (M is the Roman numeral for 1,000). Most display ads, such as banner ads, are sold by CPM. • CPS -‐ Cost Per Sale • CPT -‐ Cost Per Transac3on
1 >> DICTIONAR DE TERMENI • Inters<<al -‐ – Means "something in between" and is a page that is inserted in the normal ﬂow of content between a user and a site. An Inters33al Ad is an "intrusive" ad unit that is spontaneously delivered without speciﬁcally being requested by a user. Blocking the site behind it, Inters33al Ads are designed to grab consumers aaen3on for the few nanoseconds it takes them to close the window. Inters33als can be full pages or small daughter windows. Also referred to as "pop-‐ups.” • Inventory – The number of ads available for sale on a Web site. Ad inventory is determined by the number of ads on a page, the number of pages containing ad space and the number of page requests. • IP address – Internet Protocol address. Every system connected to the Internet has a unique IP address, which consists of a number in the format A.B.C.D where each of the four sec3ons is a decimal number from 0 to 255. Most people use Domain Names instead and the resolu3on between Domain Names and IP addresses is handled by the network and the Domain Name Servers. With virtual hos3ng, a single machine can act like mul3ple machines (with mul3ple domain names and IP addresses). • Keyword – A word -‐-‐ or oeen phrase -‐-‐ used to focus an online search. A keyword is a database index entry that iden3ﬁes a speciﬁc record or document. Keyword searching is the most common form of text search on the web. Most search engines do their text query and retrieval using keywords. Unless the author of the web document speciﬁes the keywords for her document (this is possible by using meta tags), its up to the search engine to determine them. Essen3ally, this means that search engines pull out and index words that are believed to be signiﬁcant. Words that are men3oned towards the top of a document and words that are repeated several 3mes throughout the document are more likely to be deemed important.
1 >> DICTIONAR DE TERMENI • Keyword Matching – In Google Ad Words, there are four diﬀerent keyword matching op3ons, each specifying a diﬀerent way for a keyword to interact with search queries. With some op3ons, youll enjoy more ad impressions; with others, youll get fewer impressions (but poten3ally more targeted clicks). By applying the appropriate matching op3ons to your keywords, you can best meet your ROI goals. • Keyword Bidding – Keyword Bidding is the process or method used by search engines marketers to determine the ranking of paid keywords results in AOL, Google, MSN, Yahoo, and other search engines that require pay per click adver3sing to determine your ranking and posi3oning in their search results and in content results on networked partners sites. • Link Building – The process of geqng quality Web sites to link to your Web site, in order to improve search engine rankings. Link building techniques can reciprocal linking, entering barter arrangements, and may include buying links. • Link Popularity – A measure of inbound links. Several search engines have included this factor into their algorithms, the most notable being Goggle with their trademarked PageRank. • Opt in/Opt out – An email marke3ng promo3on that typically gives consumers an opportunity to "opt in" (taking ac3on to be part of the promo3on) or to "opt out" (taking ac3on to not be part of the promo3on). Marketers can be sensi3ve about the dis3nc3on, although many are secretly anxious about the day when email, like real-‐world direct mail, becomes an opt-‐out medium.
1 >> DICTIONAR DE TERMENI • Page Views – Number of 3mes a user requests a page that may contain a par3cular ad. A page is deﬁned as any ﬁle or content delivered by a web server that would generally be considered a web document • Pay-‐per-‐Click – An adver3sing pricing model in which adver3sers pay agencies based on how many consumers clicked on a promo3on. Condemned by adver3sers and agencies alike for its many marke3ng vagaries and technical loopholes. • Pay-‐per-‐Impression – An adver3sing pricing model in which adver3sers pay agencies based on how many consumers see their promo3ons. • Pay-‐per-‐Sale – An adver3sing pricing model in which adver3sers pay agencies based on how many consumers actually buy something as a direct result of the promo3on. Despised by agencies for the wretched accountability it brings to their lives. • Reach – Unique Web users that visited the site over the course of the repor3ng period, expressed as a percent of the universe for the demographic category. Also called unduplicated audience • Unique Users – The total number of diﬀerent users, or diﬀerent computer terminals which have visited a Web site. This is measured using advanced tracking technology or user registra3on.
1 >> DICTIONAR DE TERMENI • ROI – Return on investment = (Revenue -‐ Cost)/ Cost, expressed as a percentage. A term describing the calcula3on of the ﬁnancial return on a Internet marke3ng or adver3sing ini3a3ve that incurs some cost. Determining ROI and the actual ROI in Internet marke3ng and adver3sing has been much more accurate than television, radio, and tradi3onal media. • SEM -‐ Search Engine Marke<ng – The process of building and marke3ng a site with the goal of improving its posi3on in search engine results. SEM includes both search engine op3miza3on (SEO) and pay per click adver3sing (PPC), as well as using all other areas and services oﬀered by Search Engines. • SEO – Search Engine Op3miza3on is the ongoing process of making a site and its content highly relevant for both search engines and searchers. SEO includes technical tasks to make it easier for search engines to ﬁnd and index a site for the appropriate keywords, as well as marke3ng-‐focused tasks to make a site more appealing to users. Successful search marke3ng helps a site gain top posi3oning for relevant words and phrases. • SERP – Search Engine Results Page. The page searchers see aeer theyve entered their query into the search box. This page lists several Web pages related to the searchers query, sorted by relevance. Increasingly, search engines are returning blended search results, which include images, videos, and results from specialty databases on their SERPs. • Visits – A sequence of requests made by one user at one site. If a visitor does not request any new informa3on for a period of 3me, known as the "3me-‐out" period, then the next request by the visitor is considered a new visit. To enable comparisons among sites, I/PRO uses a 30-‐minute 3me-‐out.
1 >> CURSUL URMATOR • Concepte fundamentale pentru intelegerea comunicarii online – tehnologii, – limbaje de programare, – site/microsite/proﬁl – mobil/tableta – responsive design/e-‐commerce – Conversii/Analy3cs
1 >> TEMA CURSUL 1 • Alege3 un termen din cu3e si prega33 o explica3e detaliata a lui pentru urmatorul curs
1 >> First click/last click aaribu3on Responsive design Aplica3e Permission Marke3ng Rich Media Bounce Rate Microblogging Sistem de operare Retea de socializare RSS Feed Rezultate organice/ natural lis3ngs Palnia de conversie/ conversion funnel Returning visitors Black Hat/ White Hat Meta search engine CRM – Customer Rela3onship Management IAB Page Rank Tracking code CMS – content management system