digital monitoring e social media roi - | emanuela zaccone |
TRANSCRIPT
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@perplessaMenteACADEMY INTRODUZIONE AI RELATORI
Claudia Spaziano
Claudia SpazianoEmanuela Zaccone
Emanuela Zaccone
@Zatomas @ClaudiaSpaziano
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Italy Spain PolandUnited Kingdom SwitzerlandFranceUnited States
BUZZOOLE
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Clienti
Agenzie
CLIENTI ED AGENZIE
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è una nuova area del content marketing che, grazie all’impiego della tecnologia, consente di automatizzare tutte le fasi di una tradizionale
campagna di digital/social PR.
1. SELEZIONE
NEGOZIAZIONE
MANAGEMENT
2.
3.
4. DISTRIBUZIONE
MISURAZIONE5.
IMA
INFLUENCER MARKETING AUTOMATION
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9+ anni di esperienza Social Media Strategist e Analyst
Digital Entrepreneur, Co-Founder e Marketing Manager di TOK.tv
Columnist (Digitalic, Wired, Nòva de il Sole 24 Ore)
Autrice di “Social Media Monitoring: dalle conversazioni alla strategia”
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Di cosa parliamo quando parliamo di monitoring e reputazione?
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IL MONITORING È PIANIFICAZIONE, ASCOLTO E STRATEGIA ORIENTATI ALLA COSTRUZIONE DI UNA REPUTAZIONE ONLINE
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@perplessaMenteACADEMY
1. Stabilire un dialogo à Costruzione del brand
2. Creare una community à Declinazione del brand
3. Rendere efficaci le proprie strategie à Attivazione del brand
@zatomas
CREARE VALORE
CREARE VALORE CON IL SOCIAL MEDIA MONITORING
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@perplessaMenteACADEMY
ANALISI DI▪ Volumi▪ Strategie▪ Identità
Canali controllati
ConversazioniesterneREPUTATION
DEFINIRE I KPI
DEFINIRE INDICATORI VALIDI E COMPARABILI
@zatomas
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@perplessaMenteACADEMY
Overview
@zatomas
VOLUMI
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@perplessaMenteACADEMY
@zatomas
STRATEGIE
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@perplessaMenteACADEMY
@zatomas
IDENTITA’
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@perplessaMenteACADEMY
@zatomas
ASCOLTO E AZIONE
5 REGOLE CHIAVE
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“La reputazione è quella che la gente dice di te dopo che hai lasciato la
stanza”
Jeff Bezos
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@perplessaMenteACADEMY
• Opinion makers• Riconosciuti dal basso
(ma non solo)
NON TUTTI GLI INFLUENCER INFLUENZANO
@zatomas
GLI INFLUENCER
DIGITAL INFLUENCER
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@perplessaMenteACADEMY
• Attività di Digital PR
• Eventi live• Crisi
@zatomas
I DIGITAL INFLUENCER
COME SOLLECITARLI?
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Non tutte le voci sono uguali
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@perplessaMenteACADEMY
• Generalisti• Di nicchia
I DIGITAL INFLUENCER
CHI INFLUENZA CHI?
@zatomas
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@perplessaMenteACADEMY LE 3 R DELL’INFLUENCER MARKETING
@zatomas
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@perplessaMenteACADEMY
@zatomas
CHE GENERE D’INFLUENCER SI CERCA?
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@perplessaMenteACADEMY
@zatomas
CHE GENERE D’INFLUENCER SI CERCA?
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@perplessaMenteACADEMY
@zatomas
CHE GENERE D’INFLUENCER SI CERCA?
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@perplessaMenteACADEMY
@zatomas
I KPI PER VALUTARE L’INFLUENZA
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@perplessaMenteACADEMY
@zatomas
DOs & DONTs
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@perplessaMenteACADEMY
Domande?
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be social, be valuable
GRAZIE PER L’ATTENZIONE