Критическое обновление (Первая Альфа)
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Презентация с выступления на Кухне BBDOTRANSCRIPT
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Critical Update© 2014 Ilya Petrov © 2014 Proximity
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Ok
How to make it happen?
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Ok
How to make it happen?
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Ok
How to make it work?
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Cancel
Compiling new kernel…
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Cancel
Compiling new kernel…
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StrategyThe practice of figuring out the best way to get from here to there
Mike Arauz / Undercurrent
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StrategyThe practice of figuring out the best way to get from here to there
Mike Arauz / Undercurrent ?
Why?
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Sales
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Sales?
Equity
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Sales?
Equity?
Image
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Sales?
Equity?
Image
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Loyalty
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Sales?
Equity?
Image
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Loyalty
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Trial
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Sales?
Equity?
Image
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Loyalty
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Trial?
Launch
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Sales?
Equity?
Image
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Loyalty
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Trial?
Launch
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How?
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How?
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How?
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Where is the money?
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How?
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Where is the money?
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Audience
How?
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Companies
People
Companies
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Companies
People
Companies
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Wisdom of NothingNothing changes if nothing changes
The Samaritan
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Wisdom of NothingNothing changes if nothing changes
The Samaritan
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Companies
People
Companies
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Wisdom of NothingNothing changes if nothing changes
The Samaritan
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Companies
People
Companies
New
New
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Audience
Shift in behaviour
How?
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Human Behaviour
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ForceХ
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ForceХ
Force
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ForceХ
Force
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ForceХ
Force
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Audience
Shift in behaviour
Shift in perception
How?
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A
Б
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1.How the audience
behave today?
A
Б
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1.How the audience
behave today?
2.What state of mind
defines this?
A
Б
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1.How the audience
behave today?
2.What state of mind
defines this?
3.How we want
them to behave?
A
Б
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1.How the audience
behave today?
2.What state of mind
defines this?
3.How we want
them to behave?
4.What state of mind
will lead to this?
A
Б
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1.How the audience
behave today?
2.What state of mind
defines this?
3.How we want
them to behave?
4.What state of mind
will lead to this?
A
Б
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Audience
Shift in behaviour
Shift in perception
Experience
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Audience
Shift in behaviour
Shift in perception
Experience
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Every peace of advertisinghave to be connected with the client’s profit
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Cancel
Copying system files…
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Cancel
Copying system files…
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CancelRewrite
Rewritepurchase funnel
withconsumer decision journey
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CancelRewrite
Rewritepurchase funnel
withconsumer decision journey
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Need
Purchase
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Need
Purchase
Solutionchoice
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Product Brand
Reputation Love
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Product Brand
Reputation Love
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Product Brand
Reputation Love
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Need
Purchase
Solutionchoice
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Need
Purchase
Solutionchoice
more needs
more people
feel more often
consider us
and choose us
spending more
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Need
Purchase
Solutionchoice
more needs
more people
feel more often
consider us
and choose us
spending more
new category
driving category
cons. frequency
awar.+consideration
preference+loyalty
cross-sales
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CancelRewrite
Rewritemessage
withexperience
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CancelRewrite
Rewritemessage
withexperience
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Ideas
Event Story World
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StoryFlow with tension
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StoryFlow with tension
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EventHere and now
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EventHere and now
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StoryFlow with tension
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StoryFlow with tension
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WorldConstants and rules
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WorldConstants and rules
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Involvement
Spectator Shadow CreatorHero
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SpectatorWatch
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SpectatorWatch
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ShadowWatch yourself
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ShadowWatch yourself
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HeroInfluence on events
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HeroInfluence on events
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CreatorDefine everything
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CreatorDefine everything
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CancelRewrite
Rewritewhat to tell
withwhat to do
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CancelRewrite
Rewritewhat to tell
withwhat to do
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CancelRewrite
Rewritefake
withreal
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CancelRewrite
Rewritefake
withreal
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How many downloads?
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How many downloads?
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How many downloads?
How many users?
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CancelRewrite
Rewritepaid media
withearned media
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CancelRewrite
Rewritepaid media
withearned media
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How many views?
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How many views?
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How many views?
40 000
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How many views?
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How many views?
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How many views?
700 000
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S.T.E.P.P.SSocial CurrencyTriggersEmotionsPublicPractical ValueStories
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CancelRewrite
Rewriteone-time
withlong-term
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CancelRewrite
Rewriteone-time
withlong-term
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Power of Digital1. From logical link to… hm… link2. From broadcasting to relationship
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CancelRewrite
Rewritemarketing
withgrowth hacking
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CancelRewrite
Rewritemarketing
withgrowth hacking
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1 000 000
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1 000 000 banner views
1 000 000
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1 000 000 banner views
1 500 banner clicks
1 000 000
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1 000 000 banner views
1 500 banner clicks
1 350 site visits
1 000 000
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1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
1 000 000
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1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
1 000 000?
135 emails send
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1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
1 000 000?
135 emails send
125 emails delivered
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1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
1 000 000?
135 emails send
125 emails delivered
30 emails opened
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1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
1 000 000?
135 emails send
125 emails delivered
30 emails opened
1 click to the link
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1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
1 000 000?
135 emails send
125 emails delivered
30 emails opened
1 click to the link
1
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1 000 000 banner views
1 500 banner clicks
1 350 site visits
135 emails registered
1 000 000?
135 emails send
125 emails delivered
30 emails opened
1 click to the link
1
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5x2x
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Register now x
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Register now xGet access 1,5x
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Register now xGet access 1,5xTry for free 2,5x
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2,8M emails
$60M funds
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Principles1. Split path to the goal into intervals.2. Get max conversion on every interval.3. Stop in time (Pareto principle).4. If it doesn’t help to grow, don’t do it.
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CancelRewrite
Rewrite+digital
withdigital OS
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CancelRewrite
Rewrite+digital
withdigital OS
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Site Street
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Site Street
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Digital OS was installed.
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