social media marketing - brand e blog
TRANSCRIPT
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SOCIAL MEDIA MARKETINGIMPARA AD USARE I SOCIAL NETWORK PER TE E LA TUA ATTIVITÀ
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NEL 2005 PROCTER & GAMBLE CONIÒ IL TERMINE
PRIMO MOMENTO DELLA VERITÀ
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NEL 2011 GOOGLE COMMISSIONA UN NUOVO STUDIO DOVE SI EVINCE CHE UN CONSUMATORE IN MEDIA CONSULTA 10 FONTI DI INFORMAZIONE PRIMA DI FARE UN ACQUISTO, IL DOPPIO RISPETTO AL PRECEDENTE ANNO
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IL MOMENTO ZERO DELLA VERITÀ
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“NEL MOMENTO ZERO DELLA VERITÀ, L’UTENTE CERCA INFORMAZIONI SU UN PRODOTTO SUL WEB: UTILIZZA UN MOTORE DI RICERCA, LEGGE OPINIONI E RECENSIONI SU UN BLOG, CHIEDE PARERI AD AMICI E CONTATTI SUI SOCIAL NETWORK”
JIM LECINSKY, GOOGLE
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NON SEI TU CHE TROVI I CLIENTI, SONO LORO CHE TROVANO TE
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INBOUND MARKETING VS
INTERRUPTION MARKETING
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SMETTI DI INTERROMPERE
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L’INBOUND MARKETING È UNA STRATEGIA CUSTOMER-ORIENTED E NON PRODUCT-ORIENTED
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CONVERSION FUNNEL
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PER ATTIRARE, DOBBIAMO LAVORARE
SUL NOSTRO BRAND
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UN BRAND NON È UN LOGO
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IL BRAND È UN EMOZIONE
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UN BAMBINO VEDE IN MEDIA 20’000 PUBBLICITÀ
IN TV ALL’ANNO
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8I MINUTI DI ATTENZIONE MEDIA DAVANTI ALLA TV
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68%DEI CONSUMATORI CREDE ALLE OPINIONI DI ALTRI CONSUMATORI
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I CONSUMATORI NON HANNO PIÙ GUSTI DI MASSA, HANNO
GUSTI DI NICCHIA
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OGGI LE PERSONE SONO PASSATE DA CONSUMATORI
PASSIVI A CONSUMATORI ATTIVI
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“IL TUO BRAND È QUELLO CHE DICONO LE PERSONE QUANDO
NON SEI NELLA STESSA STANZA” JEFF BEZOS, AMAZON
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COSTRUIRE IL PIANO DI COMUNICAZIONE
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SIMON SINEK, THE GOLDEN CIRCLE
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“LA GENTE NON COMPRA QUELLO CHE FATE, COMPRA IL MOTIVO PER CUI LO
FATE. SE PARLERETE DI CIÒ IN CUI CREDETE, ATTRARRETE COLORO CHE CREDONO IN CIO CHE CREDETE VOI”
SIMON SINEK, COME I GRANDI LEADER ISPIRANO AZIONE
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COME ATTIRARE?
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IL BLOG
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IL BLOG È IL MIGLIOR STRUMENTO PER DIMOSTRARE
LA VOSTRA COMPETENZA
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UTILE PER PORSI COME OPINION LEADER E NON SOLO
COME VENDITORE
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COME PUÒ UN BLOG AIUTARMI A VENDERE?
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REGOLA 80/20
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1° IL LETTORE VIENE ATTIRATO DAI
CONTENUTI CHE LO AIUTANO
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2° È CONTENTO DEI CONTENUTI CHE GLI HAI REGALATO E VA A
VEDERE CHI SEI E COSA FAI
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3° ORA SI FIDA DI TE PERCHÉ TI
CONOSCE COME ESPERTO DEL SETTORE E COMPRA
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VANTAGGI
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1° MIGLIORA DRASTICAMENTE LA
VISIBILITÀ DEL TUO SITO SUI MOTORI DI RICERCA
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COS’È LA SEO?
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SEARCH ENGINE OPTIMIZATION
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I MOTORI DI RICERCA, COME GLI UTENTI, AMANO
CONTENUTI APPROFONDITI E COSTANTEMENTE AGGIORNATI
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KEYWORD
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SEARCH ENGINE MARKETING
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PAY-PER-CLICK
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SEARCH ENGINE RESULT PAGE
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2° UN BLOG È PER SEMPRE, COME
UN DIAMANTE
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3° È UNA FONTE DI CONTENUTI DA
CONDIVIDERE SUI TUOI SOCIAL NETWORK
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4° CREDIBILITÀ, FIDUCIA,
REPUTAZIONE
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LE 5 SCUSE PER NON APRIRE UN BLOG
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1° PORTA VIA TROPPO TEMPO
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2° NON SO COSA SCRIVERE
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I BLOG DI SUCCESSO SONO QUELLI SCRITTI CON PAROLE
SEMPLICI
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3° NON HO NULLA DI
INTERESSANTE DA RACCONTARE
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4° ESISTONO GIÀ MILIONI DI BLOG,
PERCHÉ LA GENTE DOVREBBE LEGGERE PROPRIO IL MIO?
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5° SCRIVO GIÀ SUI SOCIAL
NETWORK
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ALTRI VANTAGGI
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POSSIEDI IL TRAFFICO
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CONTROLLI I DATI
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FAI TU LE REGOLE
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DIVENTI AUTOREVOLE
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CONSIGLI PRATICI
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NON COPIARE
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NON DAI NESSUN VALORE AGGIUNTO
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I MOTORI DI RICERCA TI PENALIZZERANNO
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TROVA IL GIUSTO EQUILIBRIO TRA QUALITÀ E QUANTITÀ
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UN POST MEDIOCRE VA PIÙ CHE BENE, MEGLIO DEDICARE IL
TEMPO A SCRIVERE ALTRI POST
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PARAGRAFI BREVI FRASI BREVI
PAROLE SEMPLICI
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SEPARA IL TESTO IN PARAGRAFI UN CONSIGLIO? NON SUPERARE
LE CINQUE RIGHE PER OGNI PARAGRAFO
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USA CON CURA IL GRASSETTO
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EVIDENZIANDO LE PAROLE CHIAVE IN GRASSETTO AIUTI IL
LETTORE A CAPIRE DI COSA STAI PARLANDO
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UN TESTO SENZA PAROLE IN GRASSETTO È COME PARLARE
CON UNA PERSONA NOIOSA CHE USA SEMPRE LO STESSO TONO
DI VOCE
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INCORPORA ELEMENTI VISIVI COME IMMAGINI E VIDEO
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RISPONDI AI COMMENTI
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INVITA GLI UTENTI ALL’AZIONE
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USA I PULSANTI DI SHARE PER I SOCIAL NETWORK
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UTILIZZA OPEN GRAPH
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SCRIVERE UN BUON POST
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UN BUON POST DOVREBBE ESSERE COMPOSTO DI TRE PARTI
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1 - UN’INTRODUZIONE
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1 - UN’INTRODUZIONE
2 - UN CORPO CENTRALE
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1 - UN’INTRODUZIONE
2 - UN CORPO CENTRALE
3 - UNA CONCLUSIONE
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I POST CHE NON POSSONO MANCARE NEL TUO BLOG
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LISTE
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COME FARE A
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RECENSIONI
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RIPRESA DI NOTIZIE
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ANDARE CONTROCORRENTE
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RICERCHE E STUDI STATISTICI
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INTERVENTI AD ESPERTI DEL SETTORE
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CASE STUDY
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SALVATORE ARANZULLA
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GIALLO ZAFFERANO SONIA PERONACI
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STRUMENTI UTILI
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WORDPRESS
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SEO BY YOAST
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SPELLCHECK WWW.JSPELL.COM
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ANALIZZATORE DI LEGGIBILITÀ HTTP://LABS.TRANSLATED.NET/LEGGIBILITA-TESTO/
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GOOGLE ALERT WWW.GOOGLE.IT/ALERTS
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FEEDLY FEEDLY.COM
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BUZZOSUMO BUZZOSUMO.COM
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GOOGLE TREND WWW.GOOGLE.IT/TRENDS/
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GOOGLE ANALYTICS WWW.GOOGLE.IT/ANALYTICS/
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PROMUOVERE IL BLOG
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LA SEO
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IL SITO AZIENDALE
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IL BLOG STESSO
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SOCIAL NETWORK
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COMMENTARE ALTRI BLOG
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EMAIL MARKETING
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ULTIMI SUGGERIMENTI
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MISURATE LE VOSTRE PERFORMANCE
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OCCHIO ALLA SEOIL MIGLIOR POSTO DOVE NASCONDERE UN
CADAVERE È LA SECONDA PAGINA DI GOOGLE
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SCRIVETE IN MODO SEMPLICE
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DATEVI DEGLI OBIETTIVI
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INSISTETE
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GRAZIE
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DOMANDE?