web 2.0 per il business
DESCRIPTION
Presentazione su come il mondo del social web stia cambiando il modo di fare business online, realizzata per Lampone per il corso #an29lab. Contattami per realizzare una presentazione simile nella tua azienda o per i tuoi clientiTRANSCRIPT
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SOCIAL MEDIA MARKETINGLuca Conti – Jesi 2012
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Prima parte
Scenario sull’evoluzione dei media
Il Web 2.0: stato dell’arte
Dai blog ai social network: il real
time web
Glossario generale
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Scenario sull’evoluzione dei media
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Internet in Italia oggi
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Dalla tragedia del 11/09…
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… fino ai giorni d’oggi
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Dal controllo alla conversazione
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Dal web marketing al content marketing
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Web 2.0: stato dell’arte
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Tecnologia che semplifica
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Web 2.0: lo scenario italiano
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Minuti social 05/11 USA
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Dai blog ai social network verso il real time web
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Il Web 2.0 è
Social media
Social network
Contenuti, Multimedia, Mobile
Relazione, Partecipazione,
Conversazione14
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Social media
Blog, identità Flickr/YouTube, multimedia Slideshare/Scribd, documenti Delicious, bookmarking
Contenuti, condivisione, discussione
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Blog / Tumblr
17 miliardi page view/mese
50 milioni di post al giorno
>50 milioni di blog attivi
Obama, New Yorker, The
Economist16
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YouTube
72 ore di video upload al secondo
+50% Y/Y
6 miliardi di visualizzazione al
giorno
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Social network
Facebook, generalista e globale Linkedin, specialistico e globale Goodreads, specialistico e globale
Relazione, affinità di interessi Condivisione, comunicazione
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Social network / Facebook
900 milioni di utenti nel mondo
21,5 milioni in Italia
13 milioni in Italia al giorno
6 milioni da mobile
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Social network / Linkedin
150 milioni di utenti nel mondo
3,3 milioni in Italia
Dal CV all’identità professionale
Recruitment, brading, reputazione
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Twitter: media o network?
350 milioni di tweet al giorno 140 milioni di utenti attivi 2-3 milioni in Italia (?) Follower & Following Informazione, Celebrity, Brand Comunicazione personale
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Il filtro sociale
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Presenza attiva e/o ascolto passivo
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Condivisione
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Il prisma della conversazione
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Il prisma della conversazione
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Aggiornamento professionale
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Un piano di comunicazione online
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Farsi le domande giuste
Obiettivi
Risorse
Competenze
Pubblico
Indicatori
Tempo29
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Darsi le giuste risposte
Strategia per il web
Coinvolgimento del top
management
Allocamento graduale ma
adeguato
Investire nel lungo termine
Formazione interna
Analisi delle piattaforme
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Per una strategia di contenuti
Produrre
Curare
Aggregare33
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Strategia multicanale
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Blog / Tumblr / ACE Hotel
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Multicanale / Hubspot
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YouTube / Siemens
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Multipiattaforma / AMEX
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Social media room / H&M
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Facebook / Carnival
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DOMANDE & RISPOSTE
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Seconda parte
Il nuovo consumatore L’ascolto delle conversazioni Un nuovo servizio clienti Sperimentazione e applicazioni
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Chi sono gli influenti?
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Gli influenti della rete
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Influenza / Blogbabel
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Influenza / Klout
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Vita Nova / Trentino
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Social Media Analytics Platforms
http://webstrategist.it/social-media-analytics/48
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Entrare in conversazione / Dell
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Servizio clienti / TIM
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Servizio clienti / Zappos
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Twitter / Il profilo
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Twitter / Mention & Retweet
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Twitter / Liste
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Twitter / Ricerca
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DOMANDE & RISPOSTE
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Terza parte
Dalla pubblicità alla
conversazione
L’aspetto relazione del
marketing
Nuove forme di pubblicità
social
Il valore dei contenuti di
qualità
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L’agenda di oggi
Local 2.0 e business
territoriale
Focus > Social media policy in
azienda
Focus > Facebook
Focus > Scrivere per il web 58
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Dalla pubblicità alla promozione
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Internet PR
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Una strategia per i contenuti
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Una strategia per i contenuti Strategia Pianificazione Creazione Gestione e manutenzione Controllo e monitoraggio
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Bookmarklet
http://www.linkedin.com/static?key=browser_bookmarklet
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Content marketing
Vodafone Lab I piccolini Gardaland Lago US Army Hubspot
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Contenuti: I Piccolini
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Social media policy in /1
Responsabilità personale
Effetto permanente nel tempo
Gestione della reputazione
Rappresentare l’organizzazione
Onestà, trasparenza, rispetto
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Social media policy in /2
Conversazione e non spam
Riservatezza
Evitare dispute e poca rilevanza
Gestione del tempo
Conseguenze e disciplina
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Social media policy out
Patti chiari, amicizia lunga
Regole di ingaggio
Moderazione / registrazione
Incentivi a partecipare
Autoregolamentazione
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Facebook: Errori da evitare
http://www.flickr.com/photos/un-sharp/2763112093/sizes/o/ 69
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Un buon profilo personale
• Gestione consapevole della
privacy
• Informazioni personale di contatto
• Policy sugli amici
• Attenti alle applicazioni
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Profilo Pubblico/Pagina
Il profilo personale non è lo strumento giustoper i soggetti non personali! 71
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Profilo Pubblico/Pagina
http://friendfeed.com/fabiogiglietto/0e787c6e/per-la-serie-fare-marketing-con-facebook
Indirizzo breve facebook.com/nomeazienda
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Pubblicità
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Sul tuo sito > Plugin sociali
• Bottone Like• Bottone Send• Commenti• Activity feed• Recommendation• Like box• Bottone Login• Registrazione
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Aggiornamento costante
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Non c’è solo Facebook
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Avvio di una pagina
• Racconta la tua storia
• Condividi contenuti ricchi
• Costruisci un dialogo
• Potenzia il tuo impatto
• Misura e ottimizza
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Non dimenticar la strategia
• Crea una strategia con un assetto
sociale
• Crea una voce autentica per il
marchio
• Interagisci
• Approfondisci i rapporti
• Continua ad apprendere78
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Risorse
www.facebook.com/adsmarketing/ www.facebook.com/business www.facebook.com/
FacebookMarketingItalia www.facebook.com/FacebookPages http://www.facebook.com/marketing http://www.facebook.com/
smbmarketing https://developers.facebook.com/
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Scrivere / Consigli / 1
• Come si legge sul web
• Testo versus design
• Con l’ipertesto il testo sprofonda
• La pagina come mappa
• La piramide rovesciata
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Scrivere / Consigli / 2
• Siate brevi!
• Una bussola per ogni pagina
• Questione di credibilità
• Diamoci del tu
• L’editing per il web
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DOMANDE & RISPOSTE
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Quarta parte
Key performance indicator (KPI) Dal content marketing al ROI Content marketing: casi Focus / Sala stampa social Focus / Linkedin
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Key Performance Indicator
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Key performance indicator
Traffico
Community
Coinvolgimento
Lead
Conversioni
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Traffico / 1
pagine viste
visitatori unici / visite
tempo speso sul sito per visitatore
tasso di rimbalzo *
*(% di utenti che escono dopo una sola
pagina)86
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Traffico / 2
tempo speso su pagine chiave
abbonati al feed RSS
link in ingresso
link in ingresso da siti blog
quota dai social network
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Community / Social network 1
fan (su Facebook)
follower (su Twitter)
follower (su Linkedin -
company prof.)
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Community / Social Network 2
liste (su Twitter)
visioni contenuti pubblicati su
volume citazioni sui motori di
ricerca 89
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Coinvolgimento
Condivisioni
Commenti
Citazioni
Su Facebook, Twitter, Linkedin,
Google+
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Lead
abbonati alla newsletter
download di documenti (PDF)
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Web Analytics
Fotografia al d-day
Individuazione target a 6/12 mesi
Tracciamento ogni 30 giorni
Verifica trimestrale
Controllo a 6/12 mesi raggiungimento
del target
Aggiustamento nuovi target su base
semestrale
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Il decalogo del ROI social
Lead Tempo Bounce rate Aumento membri Tasso di attività
Conversioni Citazioni del brand
sui social media Fidelizzazione Viralità Interazioni sul blog
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Social media newsroom /1
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Social media newsroom /2
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Perché una sala stampa social?
Più amichevole per i motori di ricerca Più link in ingresso sul sito Statistiche sotto controllo Relazione diretta con il pubblico Aumento del traffico al sito web Gestione diretta senza intervento IT
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Linkedin / Profilo personale
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Linkedin / Company profile
http://www.linkedin.com/company/hubspot98
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Linkedin / Gruppi
http://linkd.in/rK3iZu99
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Linkedin / Pubblicità
http://linkd.in/rPH0s5100
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Linkedin / Gruppi
http://linkd.in/uYRmLP101
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Linkedin / Twitter
http://linkd.in/uUQvlB102
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Linkedin / Notizie
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Linkedin / Competenze
http://linkd.in/t7ZB1A 104
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Dove cominciare?
Perdere (un po’) il controllo Policy per l’uso dei Social media Ascoltiamo e leggiamo: motori e feed
RSS Piano editoriale per i contenuti Apriamo un profilo e sperimentiamo Su: Facebook, Twitter, YouTube, Flickr … e un blog? Su: Wordpress, Tumblr Si impara con la pratica e sbagliando
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Continua online…
Skype: pandemia
Twitter @pandemia @lucaconti
Linkedin.com/in/lucaconti
Facebook.com/lucaconti
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