womm
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![Page 1: WoMM](https://reader034.vdocuments.us/reader034/viewer/2022051311/54477d38b1af9f13098b46a9/html5/thumbnails/1.jpg)
Ne ki bu
WoMM
dedi!imiz?
Emrah Kaya
26.04.2009
Tuesday, April 28, 2009
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26.04.2009
Tuesday, April 28, 2009
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26.04.2009
Tuesday, April 28, 2009
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BEN Kimim!
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What is WoMM?*instead of spending an insane amount of money on newspapers ads, TV
commercials or banner ads, you spent nothing - and let your fans do all the work
for you.
With viral marketing, your campaigns will suddenly get a life of its own - and start
to spread like a virus. Everyone want to see it, and when they do, they all want to
share it.
It is immensely powerful, usually having 500-1000 times greater impact than what
you get from regular advertisements.
*adage definition of Word-of-Mouth Marketing
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WoMM Nedir?*Gazetelere, televizyonlara inanılmaz paralar harcayaca!ınıza hiçbir"ey
yapmıyorsunuz ve sizin taraftarlarınız sizin yerinize gerekeni yapıyorlar.
Viral Pazarlama ile, kampanyalarınız kendi kendine hayat buluyor - ve etrafa
saçılmaya ba"lıyor bir virüs gibi. Herkes merak edip, mesaj ile bulu"up sonra da
payla"maya ba"lıyor.
Yadsınamaz derecede güçlü, genellikle 500-1000 kez daha büyük bir etkiye sahip
sıradan reklamlardan.
*Dünya#nın en büyük reklamcılık mecralarından biri
olan AdAge#in Word-of-Mouth Marketing tanımıdır.
Tuesday, April 28, 2009
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Bize uygun mudur?
Tuesday, April 28, 2009
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Çok uygundur! Çünkü...
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Çok uygundur! Çünkü...
Halime Abla,
Benim çocu!un ate"i çıktı ne yapsak :( Fitil mi koysak? Sen geçen gün anlatıyordun ya !
Ay Evet kız! Nurdan söyledi bana da;
Ate"i çıktıysa fitili basıp arkasından da asprinli suyu alnına koydun mu yarım saate bi"iyci!i kalmıyormu"!
Denedim hakkat yarım saate geçirdi ate"ini çocu!un :))
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Çok uygundur! Çünkü...
Halime Abla,
Benim çocu!un ate"i çıktı ne yapsak :( Fitil mi koysak? Sen geçen gün anlatıyordun ya !
Ay Evet kız! Nurdan söyledi bana da;
Ate"i çıktıysa fitili basıp arkasından da asprinli suyu alnına koydun mu yarım saate bi"iyci!i kalmıyormu"!
Denedim hakkat yarım saate geçirdi ate"ini çocu!un :))
Çünkü Kültürümüzde var !
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Niçin ihtiyaç duyulur!
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geleneksel
prosumers
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Markanızın tek yaratıcısı siz de!ilsiniz
Tuesday, April 28, 2009
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Markanızın tek yaratıcısı siz de!ilsiniz
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yeni ça!da herkes ses çıkarıyor
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yeni ça!da herkes ses çıkarıyor
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deliler kuralları koyuyor!
Tuesday, April 28, 2009
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arkada"lar çok önemli
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geleneksel medyaya güven azaldı
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teknoloji merakı ve kullanımı arttı
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bu konular hayatımızda yükselen de!erler haline,
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yetki ve otonomi
önemli
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My Media Generation
MotivatingFactors
PERSONALIZATION! Today’s youth demand control. They are
used to customizing and personalizing everything in their lives.
! They demand products and services that suit their moods and want to live in an on-demand world that they can control.
COMMUNITY! While today’s youth want to stand out and
express their individuality, they also strive to feel connected with each other (both locally and globally).
! This community is created by shared experiences and constant communication (IM, texting, Facebook).
SELF-EXPRESSION! In the hands of Gen Y, brands get articulated
in more ways than the brand itself could ever imagine. Gen Y doesn’t wait for permission to morph a brand. They are constantly seeking ways to have their voices heard and put their stamp of self-expression on products.
! Brands can become a badge for what they stand for.
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My Media Generation
Yeni jenerasyonMedya
B!REYSELLE"ME! Bugünün tüketicisi kontrolü kendisinde
istiyor! Her!eyi kendilerine göre özelle!tiriyor ve ki!iselle!tiriyorlar,
! Onların modlarına birebir uyan ve sadece kendileri talep ettiklerinde aldıkları ürün ve hizmetleri tüketiyorlar. Arzın gücünü önemsemiyorlar!
TOPLULUK! Bugünün tüketicisi her saniye ait olmaktan
ho!nut oldukları topluluklarla birlikte connected / ba"lı ya!ıyorlar.
! Bu topluluklar payla!ılan tecrübeler üzerine kurulu.Günlük hayat bu ortamların kaçınılmaz bir bile!eni.
KEND!N! !FADE ETME!! #çinde kendilerini ifade etme yollarını
bulabildikleri ürünleri tercih ediyorlar! Yaratıcılık etiketi ta!ımak isteyen ki!ilerin Apple kullanmak istemesi gibi.
! Istedikleri hayat tarzının bir rozeti olarak markaları görmek istiyorlar!
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Sosyal Medyaya harcanan zaman
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Tuesday, April 28, 2009
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o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:o Podcasts
o Real Simple Syndication (RSS)
o Social Media Press Release
Tuesday, April 28, 2009
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o A podcast is a series of audio or video
files which is distributed by syndicated
download to your computer, for use on
an MP3 player or computer.
o Podcasts can be simple recordings of
conversations, presentations, or
interviews
o They’re a chance to provide build an
audience around your brand or
message.
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o Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding
o people interact through characters called avatars
o residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another
Tuesday, April 28, 2009
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o Video sharing sites let you upload
videos and share them with
people.
o They’re a perfect repository for
video blogs, taped seminars,
witty Power Points,
commercials, how-to’s and a
behind-the-scene look at your
organization.
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o helps you gain exposure and direct
traffic back to your website
o sparks interest without a hard-sell
o videos can be low-fi and cheap to
produce - immediacy and content is
more important than quality.
o videos can be a place to showcase
your leadership in a field, and
spread customer testimonials
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o Photo sharing sites give
you a place to upload and
organize your photos
o You can invite friends to
check out your photos and
people can find your photos
by searching for the
keywords (tags) you apply
to your photos.
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o detail the launch of a new
product, from initial sketches to
the launch party
o promote special events,
charitable campaigns, and
awards ceremonies
o provide an inside look at your
organization, making it appear
glamorous, busy, fun, or
innovative
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o A blog is a website with regular entries of commentary or news
o Blogs serve to establish your company as transparent, relevant, active, and expert
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o engage in dialogue with your customers
o improve your search engine visibility
o promote product launches and events
o gain expert status by providing
useful tips
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o Microblogs are blogs limited to a sentence or two (about 140 characters)
o People use microblogging to follow their friends
o Companies use it to market their product or services by giving them a voice/identity.
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o promote contests
o share timely information
o spread useful links
o personify your brand
o build credibility and influence
o follow competitors
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o Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks
o Community votes on your submissions so they either rise to the top or drop to the bottom
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o People and organizations connect and interact with friends, colleagues and fans.
o Facebook and MySpace pages provide a micro site for your business within the social framework.
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o create online profiles
o share photos, video, and audio, links
o send private message and instant message
o learn more about people and organizations
o join groups and gain fans
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o RSS is a way for content
publishers to make blog
entries, news headlines,
events, podcasts and other
content available to
subscribers.
o an effective way to distribute
your content and lead users
back to your website
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bu etkiyi nasıl
yaratacaksınız?
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Çok kuvvetli bir duygu yarat!
Bunu yaparken insanlardan isteyece!in temel duygular;
• A!k veya Nefret ile dolmaları,
• Çok mutlu veya inanılmaz mutsuz olmaları,
• "diot veya çok genius olmaları,
• Derinden !efkat veya egoist duygularla dolmaları
olmaları,
Kısacası kanlarındaki basıncı artıracak içerikler yarat!
Nötr olma! Bunu yaparken hedef kitlende herkese hitap
edecek "ekilde davranmaya çalı".
Unutma, Viral Marketing %100 duygusal :)
Bir!ey hissetmelerini sa#la!1
Tuesday, April 28, 2009
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Çok kuvvetli bir duygu yarat!
Bunu yaparken insanlardan isteyece!in temel duygular;
• A!k veya Nefret ile dolmaları,
• Çok mutlu veya inanılmaz mutsuz olmaları,
• "diot veya çok genius olmaları,
• Derinden !efkat veya egoist duygularla dolmaları
olmaları,
Kısacası kanlarındaki basıncı artıracak içerikler yarat!
Nötr olma! Bunu yaparken hedef kitlende herkese hitap
edecek "ekilde davranmaya çalı".
Unutma, Viral Marketing %100 duygusal :)
Bir!ey hissetmelerini sa#la!1
Tuesday, April 28, 2009
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Çok kuvvetli bir duygu yarat!
Bunu yaparken insanlardan isteyece!in temel duygular;
• A!k veya Nefret ile dolmaları,
• Çok mutlu veya inanılmaz mutsuz olmaları,
• "diot veya çok genius olmaları,
• Derinden !efkat veya egoist duygularla dolmaları
olmaları,
Kısacası kanlarındaki basıncı artıracak içerikler yarat!
Nötr olma! Bunu yaparken hedef kitlende herkese hitap
edecek "ekilde davranmaya çalı".
Unutma, Viral Marketing %100 duygusal :)
Bir!ey hissetmelerini sa#la!1
Tuesday, April 28, 2009
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Tuesday, April 28, 2009
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Bu kendini açıklıyor, Herkesin yaptı!ını yapma, Beklenmedik
anda kar"ılarına çık. Markana, ürün ve hizmetine asla
mükemmel deme!
En ba"arılı forward edilebilir içerikler beklenmedik anlarda
ya"anan "oklar sebebiyledir.
Beklenmedik bir!ey yap!2
Tuesday, April 28, 2009
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Bu kendini açıklıyor, Herkesin yaptı!ını yapma, Beklenmedik
anda kar"ılarına çık. Markana, ürün ve hizmetine asla
mükemmel deme!
En ba"arılı forward edilebilir içerikler beklenmedik anlarda
ya"anan "oklar sebebiyledir.
!"#$%%&&&'()*+,)-'./0%)12.-*3%41)5,657%861)-90)1+*2579:16.+3% ;/!5<=*3:
Beklenmedik bir!ey yap!2
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Reklam yapma!(ters teper)
$irketlerin yaptı!ı en büyük hata WoMM#i tüketicilerin reklam
filmlerini birbirleri ile payla"ması oldu!unu dü"ünmeleri olur.
Geleneksel pazarlama ürününü promote etmek, ne kadar iyi
oldu!unu anlatmak, hatta o ürünü dünyanın merkezine koymak
oldu!unu biliyoruz. Çok bencilce.
Viral Pazarlama aslında çok iyi bir hikaye gerektiriyor. O hikaye
ürünü içerisine alıyor ve öyle güzel konumluyor ki. Kendini anlatan
bir üründen daha akılda kalıcı, ö!retici ve i"tah açıcı oluyor!
3
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!"#$%%&&&'>/?:?(*'./0%&):.!@8AB:CDEFGHI*J Toshiba
Reklam yapma!(ters teper)
$irketlerin yaptı!ı en büyük hata WoMM#i tüketicilerin reklam
filmlerini birbirleri ile payla"ması oldu!unu dü"ünmeleri olur.
Geleneksel pazarlama ürününü promote etmek, ne kadar iyi
oldu!unu anlatmak, hatta o ürünü dünyanın merkezine koymak
oldu!unu biliyoruz. Çok bencilce.
Viral Pazarlama aslında çok iyi bir hikaye gerektiriyor. O hikaye
ürünü içerisine alıyor ve öyle güzel konumluyor ki. Kendini anlatan
bir üründen daha akılda kalıcı, ö!retici ve i"tah açıcı oluyor!
3
Tuesday, April 28, 2009
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Insanlar kampanyanı ve hikayeni gördüler, onları hikayenin içine aldın artık aksiyonu tamamlama zamanı.
Son vuru"u yap!
E!er di!er birçok "irket gibi yapmak istiyorsan, Hiçbir"ey yapma! Ama e!er gerçek fayda ile
kar"ıla"maksa amacın,
$unları yapabilirsin;
• Aynı konsept ile dizilere devam edebilirsin,
• Kamera arkaları yaratabilir ve onları payla!abilirsin,
• Bu süreç ile ilgili komik içerikler ve "ehir efsaneleri yaratabilirsin,
• Bir blog sayfası açar ve oradan yarattı!ın dizilerde ki kahramanlarla ileti"im sa!larsın,
• Yada tümünü yapabilirsin,
Mutlaka kalıcı bir!eyler bırak,
Dizile!tir!4
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• Aynı konsept ile dizilere devam edebilirsin,
!"#$%%&&&'203)!'./0%K!9)5)09-)!)5)0%LMNO1P?QFRS T6U76,6>/1'./0
Tuesday, April 28, 2009
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• Aynı konsept ile dizilere devam edebilirsin,
!"#$%%&&&'203)!'./0%K!9)5)09-)!)5)0%LMNO1P?QFRS T6U76,6>/1'./0
Tuesday, April 28, 2009
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!"#$%%&&&'()*+,)-'./0%)12.-*3%41)5,657%861)-90)1+*2579:16.+3% I/8*<J8/-?2/5
• Kamera arkaları yaratabilir ve onları payla!abilirsin,
Tuesday, April 28, 2009
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!"#$%%&&&'()*+,)-'./0%)12.-*3%41)5,657%861)-90)1+*2579:16.+3% I/8*<J8/-?2/5
• Kamera arkaları yaratabilir ve onları payla!abilirsin,
Tuesday, April 28, 2009
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Payla"ılabilirlik bu i"in en önemli noktası. Basitçe payla"ılabilir olması kampanyaya kilit katkı sa!lar,
Insanlara a"a!ıdakileri yapabilmeleri için olanak tanı!
• %çeri!i download edebilsinler kullanabilecekleri formatta (videolar MPG, foto!raflar JPG vb.)
• Kendi sitelerine kolayca entegre edebilsinler (Embedding)
• %çeri!i veya linkini arkada"larına hızlıca gönderebilsinler,
• Sosyal a!larda yayabilsinler oralarda yayınlayabilsinler, - Digg, YouTube vb.
• Bookmark sitelerine ekleyebilsinler,
Payla!ım, Download ve Embedding sa#la!5
Tuesday, April 28, 2009
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Unutma ki yorum yapan ki"i pozitif yada negatif senin konuna dahil olmu" demektir. Bu artık ilgisiz bir tüketiciye göre markana bir adım daha yakın oldu!u anlamına geliyor.
Kuvvetli duygular yaratabilmek için birileri çok severken birileri de nefret edebilir. Bunu demokratik bir ortam yaratarak desteklemelisin. Dikkat etmen gereken "ey birbirleri ile ki"iselle"en tartı"maları. Önüne geçmek için sayısız yol var.
Marka olarak o ortamda yeralmamaya çalı". Platformu sun ve bireyler senin yönetiminde markana destek versin ve büyütsünler.
6Yorumlarla ili!kilendir!
Tuesday, April 28, 2009
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Virüs bir vücuda bula"ırken üyelik istemiyor unutma!
• Kayıt isteme,
• Üye olmalarını zorunlu tutma,
• özel bir yazılım ve ön ko"ul gerekmesin,
• kodlarla ve zorluklarla u!ra"masın,
• yada do!ru linke ula"mak için kendini zorlamasın,
7Kesinlikle eri!imi kısıtlama!
Tuesday, April 28, 2009
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Onlara, anlatmak ve u#runda Evangelizm
yapabilecekleri ürün ve hizmetler yarat!
8
Tuesday, April 28, 2009
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bu iki adamın birbirinden farkı ne?
Tuesday, April 28, 2009
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bu iki adamın birbirinden farkı ne?
Tuesday, April 28, 2009
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WoMM’un gücü adınaaaa!
Firefox adlı internet tarayıcısı;
merkezi da!ıtım kanalı olarak da kullanılan blog yayınlarına
ba"ladıktan sonraki 99 gün içinde bilgisayarlara 25 milyon kez indirildi.
Altıncı ayın sonunda Firefox 50
milyon çizgisinin ötesine geçmi"ti ve benimseme hızı hala, yükselmeye devam ediyordu.
Tuesday, April 28, 2009
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WoMM’un gücü adınaaaa!
Firefox adlı internet tarayıcısı;
merkezi da!ıtım kanalı olarak da kullanılan blog yayınlarına
ba"ladıktan sonraki 99 gün içinde bilgisayarlara 25 milyon kez indirildi.
Altıncı ayın sonunda Firefox 50
milyon çizgisinin ötesine geçmi"ti ve benimseme hızı hala, yükselmeye devam ediyordu.
Tuesday, April 28, 2009
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CNN Twitter Account’unu almak için
4.5 Mio USD teklif etti!
twitter.com/cnn
WoMM’un gücü adınaaaa!
Tuesday, April 28, 2009
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Youth / lifestyle
Di!er Örnekler !
Tuesday, April 28, 2009
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K,/(*<V!/:/3!/#<WHX
Tuesday, April 28, 2009
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K,/(*<V!/:/3!/#<WHX
Tuesday, April 28, 2009
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Y#)5)
Tuesday, April 28, 2009
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Y#)5)
Tuesday, April 28, 2009
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JZ*3<JS:1)
Tuesday, April 28, 2009
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JZ*3<JS:1)
Tuesday, April 28, 2009
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TTNet - negative viral
Tuesday, April 28, 2009
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TTNet - negative viral
Tuesday, April 28, 2009
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Vodafone - Anı Ya!a...
Tuesday, April 28, 2009
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Vodafone - Anı Ya!a...
Tuesday, April 28, 2009
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Levi’s - Elvis Series
Tuesday, April 28, 2009
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Levi’s - Elvis Series
Tuesday, April 28, 2009
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Elidor - Hareketli Bukleler
Tuesday, April 28, 2009
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Elidor - Hareketli Bukleler
Tuesday, April 28, 2009
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!"#$%%&&&'()*+,)-'./0%)12.-*3%41)5,657%861)-90)1+*2579:16.+3% 4*1-6:P<[)57?)7*
Berlitz Language
Tuesday, April 28, 2009
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!"#$%%&&&'()*+,)-'./0%)12.-*3%41)5,657%861)-90)1+*2579:16.+3% 4*1-6:P<[)57?)7*
Berlitz Language
Tuesday, April 28, 2009
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Macbook Core 2 Duo.
Tuesday, April 28, 2009
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Macbook Core 2 Duo.
Tuesday, April 28, 2009
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Converse - Ayak izi
Tuesday, April 28, 2009
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Converse - Ayak izi
Tuesday, April 28, 2009
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Yapı Kredi - World
Tuesday, April 28, 2009
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Yapı Kredi - World
Tuesday, April 28, 2009
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Tat Ketçap
Tuesday, April 28, 2009
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Tat Ketçap
Tuesday, April 28, 2009
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Do"rudan Satı! by WoMM :)
Tuesday, April 28, 2009
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Do"rudan Satı! by WoMM :)
Tuesday, April 28, 2009
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Offine WoMM Case 2005
Tuesday, April 28, 2009
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Offine WoMM Case 2005
Tuesday, April 28, 2009
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Tuesday, April 28, 2009
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fotokopi
Tuesday, April 28, 2009
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fotokopi
Tuesday, April 28, 2009
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Tuesday, April 28, 2009
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Tuesday, April 28, 2009
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Tuesday, April 28, 2009
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Tuesday, April 28, 2009
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Tuesday, April 28, 2009
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Tuesday, April 28, 2009
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Tuesday, April 28, 2009
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Tuesday, April 28, 2009
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Te"ekkürler,
Sorular
Tuesday, April 28, 2009