social abc
DESCRIPTION
Abbiamo recentemente partecipato ai forum di Web-Intelligence sui best practice in rete. Questa è la presentazione che abbiamo usato nel webcast. http://www.web-intelligence.it/events/social-abc-best-practice-e-approccio-strategico/TRANSCRIPT
Patrocinio Media Partner Comitato Scientifico Organizzazione
Seminari Web-Intelligence 2013
Social ABCMichael Walsh
1
Patrocinio Media Partner Comitato Scientifico Organizzazione
Seminari Web-Intelligence 2013
Michael Walsh1999 - 2011 Senior Copywriter / Brand Strategist Acer Group
Dal 2010 – CEO Social Starter Srl
@socialstarter
2
Meet your speaker
Patrocinio Media Partner Comitato Scientifico Organizzazione
Seminari Web-Intelligence 2013
• The Acer Guy
•Creato nel 2006•Oltre1.000.000 visite nel 2010•Media 3.000/gg.•Usato dai tecnici Acer nei call center•3,20 Pagine/Visitatore•00:02:52 Tempo sul sito•43,03% Bounce Rate •81,17% Traffico dai motori di ricerca•82,48% Nuovi Visitatori
3
Social Media
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Chi ha dato inizio a tutto questo?Vs.
Che cosa ha combinato?
Parte 1
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Voi siete qui perché lui aveva ragione.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
La Legge di Metcalf"L'utilità e il valore di una rete sono pari al quadrato del numero degli utenti del sistema”
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Scordatevi il controllo.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Ti stanno ignorando.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
La forza non è più con
voi.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
È con loro...This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
E il rischio di farsi male è alto…
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Tutto quello che dovete fare è ascoltare e rispettare le regole
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
I numeri dei grandiVs.
I grandi numeri
Part 2
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
% global internet users
52%
25%
22%
22%
13%
11%
11%
9%
8%
7%
5%
4%
4%
3%
Fonte: globalwebindex
Piattaforme Social: Utenti attivi (MAU) / milioni
Tumblr
Badoo
MySpace
RenRen (Cina)
Todou (Cina)
Youku (Cina)
Tencent (Cina)
Qzone (Cina)
YouTube
Google+
0 100,
000,
000
200,
000,
000
300,
000,
000
400,
000,
000
500,
000,
000
600,
000,
000
700,
000,
000
800,
000,
000
40,000,000
50,000,000
60,000,000
80,000,000
100,000,000
110,000,000
130,000,000
160,000,000
170,000,000
180,000,000
275,000,000
280,000,000
343,000,000
680,000,000
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Penetrazione
50,58%
36,50%
5,14%
19,76%
37,75%
44,54%
49,80%
32,05%
38,66%
30,59%
38,34%
Fonte: socialbakers
Utenti attivi (MAU) / milioni
#11Italia
Germania
Francia
Filippine
UK
Turchia
Messico
Indonesia
India
Brazil
USA
0 30,0
00,0
00
60,0
00,0
00
90,0
00,0
00
120,
000,
000
150,
000,
000
180,
000,
000
23,332,320.0
24,958,460.0
25,349,320.0
30,365,100.0
31,164,500.0
32,797,480.0
42,384,540.0
47,911,440.0
63,840,940.0
71,750,680.0
158,847,600.0
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Fonte: GlobalWebIndex
Utenti attivi (MAU) Q2 2012 / milioni
Francia
Germania
Italia
Spagna
Argentina
UK
Messico
Brazil
US
India
Cina
0 10000000 20000000 30000000 40000000
2200000
2400000
3100000
5000000
6300000
6600000
11700000
19600000
22900000
33000000
35500000
#9
Penetrazione
2,62%
2,65%
7,29%
9,96%
10,42%
10,53%
15,46%
10,58%
5,10%
2,94%
3,36%
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Fonte: SocialBakers
Utenti attivi (MAU) / milioni
ItaliaFrancia
UAEIndonesia
FilippinePakistan
BrazilSud Africa
OlandaCina
AustraliaCanada
UKIndiaUSA
0 10,0
00,0
00
20,0
00,0
00
30,0
00,0
00
40,0
00,0
00
50,0
00,0
00
60,0
00,0
00
70,0
00,0
00
80,0
00,0
00
90,0
00,0
00
1,235,318.0
1,275,462.0
1,308,111.0
1,565,588.0
1,597,795.0
1,651,439.0
1,978,848.0
2,380,654.0
3,016,657.0
3,033,683.0
4,138,435.0
6,555,954.0
11,586,573.0
20,119,282.0
78,096,960.0
Penetrazione
24,88%
1,62%
18,52%
19,14%
18,13%
0,22%
17,96%
4,74%
1,02%
0,96%
1,69%
0,66%
16,47%
1,99%
1,97%#15
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Fonte: Google
Percentuale di traffico globale normalizzato per Italia
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Fonte: Instagram
Fonte: MashableFonte: Mashable
•48 milioni di utenti registrati (marzo 2013)
•#3 più frequentato social network degli Stati Uniti
•Circa 10 milioni di visitatori unici nel marzo 2012.
•Circa l'80% degli utenti sono di sesso femminile
•17% sono 18-24
•30% sono 25-34
•25% sono 35-44
•Perfetto per Lead Generation
•87 milioni di utenti registrati (marzo 2013)
•8 miliardi di foto pubblicate
•3.5 milioni di immagini al giorno.
•Perfetto per SEO
•100 milioni utenti attivi mensili (MAU)
•40 milioni di immagini al giorno
•8.500 “Mi Piace” al secondo
•1.000 Commenti al secondo
•Perfetto per Branding
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Le barriere sono Quindi dove si comincia?
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
“Il momento in cui serve una mappa...
è prima di entrare nel bosco.”
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
A cosa serve una strategia?
AUDIENCE
BODY
SPIRIT
SEX
FRIENDS SPORT
MUSIC
SLEEP
ANIMALS
FILMS
CIGARETTES
COFFEE
YOU
MIND
CAREER
FUN TEL
FAMILYWISDOM
SATISFACTION
MONEY
HEALTH
HOME
ART
FASHION
POWER
SHOPPING
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Come il web dà forma al brandVs.
Come il brand trasforma il web
Parte 3
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Ogni singola azione sul web produce un impatto
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
per l’azienda
per il cliente
Ogni singola azione sul Web 2.0 produce un doppio impatto
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Consu
mato
reA
ziend
a
Blog
Immagini/Video
Outreach
Insights
Backlinks
Feedback
Anteprime
Dialogo
Commenti
Popolarità
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
InfluenzaVs.
Equilibrio
Parte 3
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Onde d’influenza
Consu
mato
re
Azie
nd
a
Equilibrio
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Azienda
Cliente
Insight
Informazioni
Feedback
Percezione del Brand
Equ
ilibrio
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Obiettivi di businessVs.
Influenza della comunicazione
Parte 4
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Obiettivi di
Brand
Strategia
Marketing
Online
Offline
Web 1.0
Web 2.0
Web 3.0
Obiettivi di
Business
BRAND IDENTITY
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Web 1.0
AttenzioneInteresseDati numerici sui contatti del sito E-commerce
Sito Web tradizionale
Comunicazione monodirezionale
Partecipazione passiva
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Attività sui Social Media
Comunicazione bi-direzionale
Partecipazione attiva
Web 2.0
Reputazione
Fiducia
Popolarità
Autorevolezza
Comunità
Fedeltà
Appartenenza
Empatia
Immediatezza
Rispetto
Insight
Rilevanza
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Applicazioni Web
Servizi personalizzati
Partecipazione attiva
Web 3.0
Servizi personalizzatiReputazioneAutorevolezzaFedeltàInsightRilevanzaDati quantitativiDati qualitativi
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Keywords & Social?
ReputazioneFiduciaPopolaritàAutorevolezzaComunitàFedeltàAppartenenzaEmpatiaRispettoInsightsRilevanza
Contenuti Social
IndicizzazioneVisibilità
CondivisionePersonalizzazione
ControlloLongevitàVersatilità
NicchiaInformativiRichieste
Immediatezza
Valori tecnici
Valori emotivi
COMBINARE I VALORI INTRINSECHI DEL CONTENUTO “SOCIAL”
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Dove cominciareVs.
Cosa fare
Part 6
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Quali sono le motivazioni della vostra presenza sui Social Network?
• Brand awarness / branding.
• Traffico al sito web istituzionale.
• Nuove relazioni.
• Stabilire un canale per il supporto / servizio clienti.
• Influenzare il comportamento d'acquisto dei clienti.
• Ottenere contatti
Scegliere i canali Social Network in base a dove si trova il vostro pubblico.
Qualunque siano i canali scelti, è fondamentale implementare una strategia uniforme, con messaggi coerenti per tutti i social.
Creazione/coordinamento del team dedicato, interno all’organizzazione.
Strategia di Outreach
Stabilire la frequenza dei tweet / post / articoli blog da pubblicare.
Pianificare la pubblicazione del vostro contenuto con un calendario contenuti.
Mostrare le caratteristiche che vi definiscono attraverso i vostri canali dei social media.
Ascoltare (sempre) e partecipare (spesso) a conversazioni sul tuo brand e sui concorrenti, conoscere le parole chiave del vostro segmento di riferimento
Essenziale per giustificare il tempo, sforzi e risorse spese per i social media
• Numero Fan
• Likes / Retweet / Condivisioni / Commenti
• Clic / Visualizzazioni / Impressioni
• Engagement
• Influenza nei confronti dei concorrenti
• Traffico di riferimento - Pagina uniche viste e tempo di permanenza
• Il sentiment verso il vostro marchio
• Leads
• Conversioni
MisurareSocial Mix
Obiettivi Lancio
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Aggiornamenti “Flash”
Video
Main
site
Social Media SiteDigital PR Outreach
Immagini
Customer Support
Risultato
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Aggiornare
Facebook / Google Plus:1. 2 - 3 volte al massimo al giorno
2. Pubblicare osservazioni (follow-up) basandosi o ispirandosi a ciò che gli altri hanno pubblicato in risposta a voi piuttosto che partire con nuove conversazioni all’interno del thread.
Twitter:1. Pubblicare giornalmente, sapendo che il traffico è più pesante dal lunedì al mercoledì.
2. Cercare di bilanciare il tipo di contenuto che si sta pubblicando: 80% dovrebbe essere a sostegno della comunità che si vuole coinvolgere e il 20% del contenuto può essere diretto a promuovere gli obiettivi della vostra organizzazione per quella settimana.
3. Circa 5/7 nuove connessioni al giorno
YouTube, Flickr, Pinterest, Instagram:1. Dovrebbero essere aggiornati su base continuativa (idealmente giornaliera, o
settimanale),
2. Sempre con contenuti di qualità il più possibile pertinenti agli interessi della vostra rete.
3. Senza questi espedienti il contenuto della vostra azienda è lasciato al “testo puro” (e molto sintetico) di Twitter e al “giardino recintato” di Facebook.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Gli strumenti indispensabiliVs.
I trucchi del mestiere
Part 7
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Cerca la vostra identità Social
NAMECHK
1. Inserire il nome scelto
2. Controllare in tempo reale se disponibile
3. Registrare / controllare cliccando direttamente dai risultati
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Pianificare
MICROSOFT EXCEL
1. Assegnare ad una persona la responsabilità di gestire la programmazione contenuti.
2. Il calendario serve solo per pianificare contenuti originali prodotti dall’azienda (Push).
3. Compilare e condividere con il team il calendario mensile OGNI SETTIMANA.
4. Ricordarsi di chiudere iniziative commerciali.
5. All’inizio un foglio dovrebbe bastare. Successivamente servirà un foglio per ogni Social Network.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Sistemi per ascoltare
HOOTSUITE
1. La più popolare applicazione di gestione dei social media
2. Offre molte opzioni, impostazioni e funzioni dinamiche.
3. Possibilità di monitorare e inviare a diverse reti popolari tra cui Facebook (personali e business), Twitter, LinkedIn, Google + e altri.
4. Sistema integrato di analisi personalizzata
5. Possibilità di monitorare le parole chiave selezionate
6. Programmare la pubblicazione di messaggi
7. Gratis fino a 5 account
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
YouTube – trucchi per visualizzazioni
TUBE TOOLBOX (PC)TUBE ASSIST (MAC)
1. Automatizza la promozione del vostro canale YouTube direttamente al target demografico (età, sesso, posizione) e a quelli che guardano, commentano e votano i video come i vostri.
2. Possibilità di inviare messaggi a migliaia di account.
3. conforme al 100% ai termini di servizio di YouTube . Costantemente aggiornato.
4. €9.99 / mese
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
The End.Ora è tutto chiaro?
socialstarter.com
Avete delle domande?