Web Strategija; 14.11.2012.; Tin Kadoić
Digitalni ekosustav
kroz kanale
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TV
Radio
Online
Print
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Mobile app
Twi er
Youtube
Ostali kanali
Mobile web
Facebook
TV
Tražilice
Print
Online oglasi
Radio
PR
Eventi
Site
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Web Strategija; 14.11.2012.; Tin Kadoić
Digitalni ekosustav
kroz tip kanala
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Owned Paid
Earned
Social
Search
Mobile
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3
Odabir adekvatnih kanala
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Web Strategija; 14.11.2012.; Tin Kadoić
200 mil. korisnika,
a nikad čuli za servis?
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VKontakte h p://vk.com/
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VKontakte h p://vk.com/
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Web Strategija; 14.11.2012.; Tin Kadoić
Specifični kanali za usko
targetiranje tipa korisnika
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Svpply h p://svpply.com
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Svpply h p://svpply.com
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4
Povezanost kanala
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site
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Web Strategija; 14.11.2012.; Tin Kadoić
site članak = tekst, video, fotografije, komentari
video. link na originalni članak
status = fotografija, video, link na originalni članak
fotografija. link na originalni članak
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kampanje vs.
konstantna prisutnost
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Jay-Z Bing Decoded h p://www.fastcompany.com/1763143/jay-z-decoded-campaign-wins-integrated-grand-prix-and-titanium-cannes
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5
Ekosustav je živ
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Web Strategija; 14.11.2012.; Tin Kadoić
Kao u slučaju web sitea,
potrebno je biti aktivan na
svim odabranim kanalima
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Hrvatska turistička zajednica h p://pinterest.com/lovecroatia/pins/
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“
Ecosystems Take Time
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6
Konstantna analiza
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Mjesečna analiza kompletnog
ekosustava, sa konkretnim
rješenjima na probleme
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•
+ -
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Google Analytics h ps://www.google.com/analytics/
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Facebook insights h p://www.facebook.com/insights
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Wildfire h p://www.wildfireapp.com
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Peer index h p://www.peerindex.com
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7
Pouke iz prirode
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interni i eksterni procesi
kontroliraju ekosustave
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novi organizmi konstantno
ulaze u ekosustave
kanali
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Web Strategija; 14.11.2012.; Tin Kadoić
0 7.5 15 22.5 30
Tumblr Twi er Facebook Youtube Pinterest
broj mjeseci potreban za rast 50,000 > 17mil mjesečnih posjeta
Pinterest = 9
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Web Strategija; 14.11.2012.; Tin Kadoić
ekosustav se mora adaptirati
novim podacima
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@tinkadoic
h p://brlog.biz
h p://studijdizajna.com
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ref
h p://techcrunch.com/2012/02/07/pinterest-monthly-uniques/
h p://www.globalchange.umich.edu/globalchange1/current/lectures/kling/ecosystem/ecosystem.html
h p://darmano.typepad.com/logic_emotion/2012/06/dig_ecosystem.html
h p://www.theverge.com/2012/4/18/2956951/ecosystem-comparison-amazon-apple-facebook-google-microso -sony
h p://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
h p://www.slideshare.net/andywhitlock/dead-or-alive
h p://www.slideshare.net/icrossing/the-interactive-brand-ecosystem-pu ing-digital-at-the-heart-of-your-brand-campaigns
h ps://speakerdeck.com/adii/the-wordpress-ecosystem
h p://gracehughston.wordpress.com/2012/04/16/adoption-rate-of-pinterest/