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Стратегическое планирование интернет маркетинга (графика)

Илья Никулин (Тechart) «Стратегическое планирование интернет-маркетинга»

Optimisation.com.ua 2013

Семантика Олег Саламаха (Netpeak) «Эволюция семантики».

Семантика Олег Саламаха (Netpeak) «Эволюция семантики». на Optimization.com.ua 2013

Проблема
- Олег рассказал, что инструмент Планировщик ключевых слов показывает только точность и полноту. Там нет периодичных запросов, и база самого планировщика не такая уж и большая. Получается, что что-то не то и все нам лгут. Но ведь понятно, что по запросу [galaxy s3] есть куча других запросов. Для этого можно посмотреть в подсказках Google и выловить там нормальные фразы с упоминанием нужного ключевика:
Источники семантики
- поисковые подсказки
- Google Suggest
  - Google suggest – это парсер подсказок, но с точки зрения автоматизации лучше парсить очень много подсказок и сделать полнотекстовый поиск и искать семантику, которая будет включать все необходимые фразы. В Продвигаторе (сервис, который представляет Олег) есть такой функционал, и там собрано более 7 млн. подсказок Google. Лучший способ спарсить подсказки – это иметь уже какую-то базу ключевиков и парсить уже на ее основе.
- сервисы для работы с семантикой
- собственная статистика
- внутренний поиск
  - Внутренний поиск Олег выделили отдельным пунктом. Это хороший источник для поиска трендовых запросов
- Google Webmaster Tool
  - GWT покажет фразы, по которым если даже и не было переходов, но сайт все равно находится в каком-то ТОПе
Анкорный вес
Анализ рынка
- Как анализировать семантику конкурентов? Смотрим на пересечение семантики, и видим то, что пересекается с конкурентами и значит это тоже подходит и нам. Когда семантика большая, возникает вопрос ее кластеризации. Кластеризация – это список ключевых слов на одну страницу.
- методы кластеризации:
  - кластеризация по урлам
  - кластеризация по частотности n-грамм
  - сравнение топов
  - Объединение кластеров
Написание статей
- Сбор семантики оказывает помощь в написании статей. Обычно статьи пишутся так – копирайтеру дается задание: 5 тыс. слов и там нужно 4 раза употребить слова «купить сноуборд» и все. И все так делают. А на самом деле можно задать копирайтеру список вопросов, на которые он должен ответить. Эти вопросы найти очень сложно, но они как раз-таки и выдают интересы пользователей – «как правильно выбрать сноуборд», «какие ботинки подходят» и проч. Такой список вопросов, который будет передан копирайтеру и он использует их для написания статьи, принесет гораздо больше трафика нежели переспам ключвыми словами.
Прогнозирование
- Иногда бывает так, что клиент сам делает структуру сайта, а оптимизаторам уже приходится на ее основе собирать семантику. Олег считает такой подход в корне неправильным. Структура делается на основе семантики, а не наоборот!
Анализ результатов
- Особое внимание докладчик уделили направленности запроса. Наверное, эта ситуация знакома многим – приходит клиент и говорит, мы тут завезли Samsung Galaxy s3, давайте, продвиньте меня по этому запросу. Мы беремся, увеличиваем бюджет в 2 раза, в 3 раза, а он в ТОП все не выходит. А надо просто посмотреть на выдачу – и там сразу можно увидеть, что вся выдача забита информационными сайтами, и даже второй экран тоже.
Будущее сбора семантики Олег видит в извлечении семантики из документа, автоматическом ее распределению по сайту и постоянном поиске новых трендов.

Anders Ostund - Digital Marketing for CEOs - Digital Marketing Circle

Andres worked Launching (CEO) online tickets marketplace. 50+ hours a week in online marketing.
New means to get messages.
Fun, Easy, Cheap - not a question to be or not to be.
A content cycle
Digital Marketing Cycle
- Create
  - You Create content
    - you create same content, but use it in many places.
  - You Recycle content
    - use other people created content in your channels.
- Communicate
- Interact
- Analyze
- Adapt
What do we want?
- (apple iphone 5s page) - three messages
- landing page
- three clicks - same message
- we want to deliver ONE message
  - focus of the communication
Make somebody who is online come find you and become your client
- channeling people towards your page
- where to pick people
- how to drive them to a page?
  - linkedin
  - social group
  - when application for smartphone take over internet
  - etc.
Where do we find people?
- popular websites know they can annoy their viewers with ad messages (splash pages)
  - they cost alot
- search results - text ads. adwords.
  - by doing this you would learn how to structure your page/information
- Newsletters - How do you write them?
  - you collect data, but you don't use it
  - how do you collect?
  - go through your contacts, create a newsletter, write about something interesting you have done.
  - include a call for action! (look at video, download software, do something)
  - find some newsletters and see how they have done it.
- Social bases. Six most important (in Ukraine). Same content you could write in newsletter.
  - linkedin
    - company pages and groups
    - 17k people in "Friday Kiev" group
    - mostly English
  - twitter
    - connect to linked in worst case
  - facebook
  - Vkontakte
    - younger audience.
    - russian / ukrainian language
  - youtube
    - video advertising
  - google+
- Table has several legs
  - (A picture of table with four legs and two shelves.)
  - When people get likes on facebook (or newsletter) they relax.
  - The more legs the table have - the more channels you use - the better results you would have.
  - Cross connect your channels
  - The same story told in different forms for different audiences.
    - the people would like to hear the story in their language
    - Elle online - publishing the story of how we create a story. Online content about shooting a fashion session.
- Online presence FRiDAY
  - Facebook
  - LinkedIn
  - Twitter
  - Google+
  - VK
  - Pinterest
  - Flickr
  - Vimeo
  - Youtube
  - Tumblr
  - Slideshare
  - Wikipedia
  - Foursquare
  - Instagram
  - There would always be new interesting places to be present.
- How you do it?
  - Process
  - Endurance
  - Patience
  - Reinteration
- A good landing page
  - Mailchimp -> sign up free. - several links -
  - Call for action
How you make people stay on your page
- we want to make our page interesting
- a landing page leades you to another landing page
- people always want to get more information
- get adapted landing pages for different categories of people - same message comes back
- Offer alternatives for everybody
  - collect client data
  - get contact details - in any case. have a name a email saved -> maillist
  - same on events - collect business cards - write people back
- Common mistakes for digital marketing
  - No endurance
    - you won't be the king of the internet first day - don't leave it up
  - Tunnel vision
    - say to the same message
  - Under qualified staff
    - never ever make junior employee manage relationship with clients!!!
  - no understanding of the client
    - miscommunicate
What about your company! you can do things and cheap!!!
- newsletters
- blogs online
- competitions
- product shows
- daily work
- photos
- videos
You can
- We have to go online
- We can do it
- We can afford it
- We all have content
- Worst case you can try again tomorrow

Anatomy of Troll

A Hierarchy of Disagreement

Hierarchy of disagreement 2008, Paul Graham

Rob Fitzpatrick (dex.io) - Getting Customer Development right @ Pioneers Festival

27 minute video is https://www.youtube.com/watch?v=w4L0ZU7hMH4#!

you must be taken seriosly
A riddle
- man wakes in the morning turns the radio then goes upstairs turn on the light and kills himself
making a product is like tossing darts blindfolded - you must be guided
Everybody would say your idea is great if you would annoy them long enough
2 stages of learning
- discovery = learn = ask
- validation = confirm = sell
discovery
- do we understand the industry?
  - are we building a right product?
- does anyone care at all?
  - will they PAY for it?
- The MOM test
  - never ask opinion, especially about your idea
  - ask about their life
  - ask about specifics in the past
    - talk me through the last time you...
- you would always GET CONFIRMATION if that is what are you LOOKING for!
- great idea - how you deal with this huge inflow of deals in ivestment firm?
  - we just kill most of them as soon as they arrive - and rest are there on the wall (10 sticky notes)
- people are overlyoptimistic when they think about committing to buy somewhere in the future.
- talk me to the last time you had it.
- how you currently deal with this problem?
- many bad questions are bad - cause they make you lie. (how much would you pay for that)
  - good - how much that cost you?
  - good - what are your budgets?
- if you are not introduced to other people = you are in completely wrong market
validation
- we just had a meeting. Did we make a progress?
- good or bad meeting?
  - commitment to go to a next stage
  - good I love it!
    - do you order it?
    - will you get me to your boss?
  - stalling commitment - bad
    - don't call me - I call you
    - I would introduce you when you are ready.
      - what is ready?
        
        5mln is yearly sales ;)
    - at least - what are the milestones!
  - I would definitely buy that
    - dangerous
    - might be something good underneath it
    - you must dig to it
  - if this is a good idea - would you be doing it this week?
    - no, maybe three years from now ;)
- false positives are worse than false negatives
  - we would definitely buy it
    - but our layers didn't approve that.
- commitments - stages / advancements
  - permission to contact them again
  - specific meeting date
  - introduction to a descision maker
  - commitment to run a trial
  - pre-purchase
- three questions on my mind when going to meetings
- business problems around emotions
  - embarrasment
    - email
- you can't hire a salesman in early stage of startup
  - the goal is to figure out how your idea fits in their lives

20130613 принципы мобильной разработки

вопросы к веб приложению
- аудитория
- методика применения
  - место применения
  - приборы, на которых будет использоваться
- белое на черном?
  - белое ночью слепит
- четкие линии по которым происходит взаимодействие
  - один глаз - одна рука
прототип
- бумажные схемы
- workflow wireframes
- логические переходы между экранами и ветвления
- balsamiq и axure
сценарии использования и ошибок
- граничные значения
- короткие и длинные строки (фамилии и имена)
- изменение ориентации экрана
UX
- фото с пальцем
- проверить расположение элементов (элементы под пальцем)
- проверить на людях с большими пальцами (попадают вообще?)
ресурсы
- какие нужны анимации / звуки?
- презентация дизайна / как есть сейчас?
красиво <> удобно
- Топ 3 мобильных - блокнот, контакты
- national geographic - очень красиво и очень неудобно

HappyFarm Growing Sexy Starups: panel discussion with Tristan Kromer and Vitaliy Golomb

20130527 HappyFarm Growing Sexy Starups: panel discussion with Tristan Kromer and Vitaliy Golomb

Tristan Kromer
- http://www.happyfarm.com.ua/bi/mentors/advisors/tristan-kromer/
- http://www.linkedin.com/in/tristankromer
- when talking about startups - ninjas, rockstarts and gurus - are bullshit
- tech industry
  - I've been into music industry - similar to tech.
  - some people are rockstarts and they know how the sound should be like
  - in order to be successful you need
    - technical cofounder - a drumer in music
    - a wrap - connection to venture
  - startup is like music industry - people don't want to earn money - they want to be famous
  - they think I get an idea - if they would hear it - everybody would love it.
    - give up the idea of rockstars
    - Rockstart beleive their solution is best - if only people would see it.
      - they fail.
  - can we solve a real problem for real people
  - can we stop building another button? (check in)
  - I'm done building tech for rich white people
  - I whish we would focus on users and help them to solve problems, rather than technical solution.
  - Be passionate not about the tech - be passionate about the people that would use the tech
Vitaliy Golomb
- http://www.happyfarm.com.ua/bi/mentors/advisors/vitaliy-golomb/
- http://www.linkedin.com/in/vitalyg
- designer, founder, mentor
- Steve blank said - silicon valley is new Holywood
- it is fashionable to do a sexy startups
- at the end of the day startup is a business
- much more interesting to solve problems people would be willing to pay for.
  - that's really sexy - that's innovation.
- had grown up in silicon walley
  - first thing was constructing BBS systems
  - got an opportunity to be paragraph international
    - powering the apple newton software recognition
    - got and opportunity to show great tech at age of 13
- you are a product of your environment
- now ist is fashionable to do a startup
  - you don't do a stratup - you build a business
  - you must create value
- it's not about fortune
  - it's about wannabies going for fame
- this is your one chance - you will be focusing on it for several years
- absorb as much as you can - think about problems you know best
- try to find a problem you can solve the best.
I don't know how to grow sexy startups - I know how to grow unsexy, but profitable
- Sexy for whom? Customers!
Questions
- How often you meet unique projects?
  - we often hear it's difficult to find unique idea.
  - the answer is - the solutions ARE generally unique
  - for any idea you can possibly have somebody else who have the same one.
  - it's ALL ABOUT execution
    - idea
    - team
    - this would be unique
  - a greek phylosopher said - there are no new ideas
  - can be compared to holywood - only several film ideas that go around
  - box.com was first to talk about cloud storage, but dropbox came. it's about different ingridients you use to solve the problem
  - there is no way you can beat a big companies in their own way - they would outspend you in a moment - you have to come at a problem at a completely different way. you have to find much better way to solve. you have to think how to be better.
  - somebody came and say I would build a social network
    - would you beat facebook? no.
    - you come to the problem completely different way
    - you can do it again and again.
  - if you had found an idea and you had not found someone working on it - eithere there is no market or
- Let's imagine you are doing an app. what is the main battle that you would do while producing design for it application?
  - think - what's your problem? who's your customer?
    - how long people have been working on it
    - who work on it?
    - who esle kicks who's ass?
  - a customer is an average person...
    - an average customer does not care!
    - you have to think about people who are DESPERATE
  - we can do something
    - how many people are on your team?
      - we have a team of two
    - how many teams of two are there in big players?
    - why you are better than them?
  - you have to find better angle!
  - you have to find completely different way to use tech.
  - a correct answer - we have a better understanding of users than they do.
- if you are from exSoviet and you have a startup what are you chance to success? Is it valuable to go to San Francisco and work there? How much percentage of success you get if you are international?
  - if you want to be an actor you move to LA
  - 2/3 of the venture capital are accumulated in SV
  - outside of Valley you have a network to people who can help you to build
  - The idea to get global in States comes from the point that USA generates 25% of GDP
    - China is another option GDP generator - you can start in china.
    - Do you speak chinese?
  - You can prove the business locally - then go global.
  - It's easier from Eastern Europe to go to Western Europe - than US.
  - You can be very good here - you'd be average there (in Silicon Valley)
    - if may be a lot harder for companies to operate from there.
    - it would definitely cost much more.
  - you have to come - check them
    - go to conferences
    - meet people
    - talk to people
  - the truth is - it's very competitive - that's best of the best accumulated in one place
  - you have to have a REAL reason to go there.
- What is the main idea of design driven development?
  - design goes first
  - design is not about being visual - it's about problem solving - not the art.
  - everything goes back to - who's the customer - what's the problem.
- Venture summit in Ukraine - in December?
  - we putting on the conference in Ukraine - bring a lot of people to look for Eastern Europe
  - Europe is stagnating - the growth in Europe would come from the East
  - there are 300million russian speakers
  - Some unique things for exUSSR.
    - Ecosystem is growing.
    - Credit Card penetration is growing.
    - Broadband.
    - Lots of engineers.
  - Market is growing
    - Investors would come
    - it won't happen in a year - nor in two
  - our goal is to start the ecosystem.
    - bring the mentors
    - then teach western europeans, who would want to learn, about the market.

Илья Никулин (Тechart) «Стратегическое планирование интернет-маркетинга»

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