spletna strategija
DESCRIPTION
Vuk Ćosić. Spletna strategija. Triglav , 21.4.12. Vuk Who?. Strateg: Matkurja, Najdi, SiOL, Lek, Iskratel, Adria, Mercator, Mobitel, Telekom, Podravka, Petrol, ZM, Mladina, Vest.si, Safe.si, Računsko sodišče, Türk, SD... Predavatelj: FDV, FF, EF, FA, ALUO, TEDx ... - PowerPoint PPT PresentationTRANSCRIPT
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Triglav, 21.4.12
Vuk Ćosić
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Vuk Who?•Strateg: Matkurja, Najdi, SiOL, Lek, Iskratel,
Adria, Mercator, Mobitel, Telekom, Podravka, Petrol, ZM, Mladina, Vest.si, Safe.si, Računsko sodišče, Türk, SD...
•Predavatelj: FDV, FF, EF, FA, ALUO, TEDx ...
•Avtor: Delo, Manager+, Pisanje.com
•Žirant: Netko, Izidor, Zlata ptica
•IO Sekcije za splet na GZS, Strateški svet za ID
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Kazalo1.Bistvo! (teorija)
2.A? (strategija)
3.Kako? (orodja)
4.Kaj? (primeri)
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0.Intro
o spremembah
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Trg informacij
http://www.baekdal.com/articles/Management/market-of-information/
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Uporabniki
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Preberite
http://www.vanityfair.com/culture/2012/05/internet-regulation-war-sopa-pipa-defcon-hacking
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1.Bistvo!
o internetu in njegovi genezi
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Internet ima zgodovino
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Internet ima zgodovino
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Internet je postal realnost
• Svet je eden, sori:
๏ kino, kava
๏ dopust, izlet
๏ domača, predavanje
Realnost korigirana z internetom
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Metafora
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IT M PR MBA HR CRM
Računalniški sistem!
Prodaja
Prepričevanje!
Posel!
Tržnica!
Helpdesk!
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Internet je ekosistem
Realnost korigirana z internetom je ekosistem
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Meta-stasi
1. Država
3. Javnost
2. Korpo
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2.A?
o spletni strategiji
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•S spletno strategijo spreminjamo vso logiko delovanja in komuniciranja organizacije.
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1. Business 2. Skupnost
3. Tehnologija
Frustracija Monetizacija
Ne dela
Strateški balans
Ujemanje s strateško
usmeritvijo podjetja
Podpiranje potreb, želja in navad uporabnikov
Naprednost in dovršenost http://www.web-strategist.com/
Spletna strategija
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1. Business“Constructive capitalists aren’t merely seeking to be better than rivals in yesterday’s terms. They are fundamentally redefining what success means to encompass the well being of people, communities, society, and future generations; to return what you might call profit “plus”; profit plus social, environmental, human, and as yet unknown – unexplored kinds of – returns.”
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2. Pričakovanja uporabnika
LetoLeto DobaDoba IkonaIkona PoantaPoanta
1995 Portali Prisotnost
2000 Iskalniki Vidnost
2005 Social Dialog
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2. Evolucija dialoga
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3. Tehnologija
Poenoten hibrid uporabniške izkušnje na vseh platformah:
๏Mobile
๏Social
๏Cloud
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3.Kako?
načrtovalski pristopi in orodja
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Realnost:
Rešitve vsebujejo vrednote tudi če nočemo. Kaj bi bilo, če bi to delali namerno?
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Vrednote?
ἰδιώτης, idiōtēs
“someone who was characterized by self-centeredness and concerned
almost exclusively with private—as opposed to public—affairs”
http://en.wikipedia.org/wiki/Idiot
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Obvladovanje eko-sistema
1.Mapirajte svoj eko-sistem in njegove spremembe
2.Določite svojo dolgoročno (novo) pozicijo v eko-sistemu
3.Vzpostavite razmerja, ki vodijo k ciljani poziciji
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Crowdsourcing / value chain
1.Mapirajte svoj value chain - čisto vse procese
2.Povabite eko-sistem, da se udeleži
3.Komunicirajte učinke v eko-sistemu
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Socialni objekt
http://gapingvoid.com/2007/12/31/social-objects-for-beginners/
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Prodajni lijak
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Mentalni model
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Ne ve Zainteresiran Prva raba Redna raba Strastna raba
Zavedanje
Vpis
Ponovni obisk
Emotivna povezanost
Lojalnost
Joshua Porter
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4.Kaj?
nekaj ilustrativnih primerov
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2. tab4,877 Pageviews3,246 Unique Views
3. tab2,227 Pageviews1,516 Unique Views
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