yourbrand.camp a iab 2015: #influtility
TRANSCRIPT
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Automazione vs Relazione Empowerment di
blogger ed early adopters: che cos’è
l’#InfluTILITY?
• Flavia Rubino, Founder YourBrand.Camp@FlaviaRubino666
Eliana Bertrand, PR Manager Dyson Italia
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Conversation Canvas
fact checking + sense making
peoplebrand meaning
Who:-Web listening-touchpoints
objectives
- Values- Products
Why:- conversation
insights
What: contents
How: style/tone
Messaggio + Emozione: what’s in it for me?
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Che cos’è YourBrand.Camp
La prima piattaforma di Influencer Marketing collaborativo#Advocacy #CoCreation @YourBrandcamp
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Problema : mancanza di attenzione e coinvolgimento
Visibility without a relationship is an investment that does not pay back
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Gli
Influencer
cercano…
#InfluTILITY
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I brand
hanno
bisogno
di…
#Advocacy
La visibilità senza una relazione è un investimento senza ritorno.
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Framework di ricerca e collaborazione
Add VALUE, not VOLUME
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Empower new ideas
Libertà di iniziativa (es. Daniela)
Libertà di personalizzare il racconto (video, foto)
Libertà di proporre (es. etichette)
Libertà di esprimersi (favola)
=
Soluzioni Win Win
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Empower early adopters
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Empower lean prototyping
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Empower insights
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Empower leads & sales
19 novembre 2015 | Milano | Palazzo delle Stelline
Si chiama STORYSELLING... Più il tuo racconto è personale e autentico, più vende (e più guadagni)
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Empower ZMOT and SCC il caso di Claudia e di Veronica
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Il caso di Dyson: gli obiettivi
In italia da circa 20 anni, Dyson non è ancora molto conosciuto (12% awareness spontanea; 30% prompted).
Ma i dysoniani sono una community reale, appassionata, in grado di informare e raccomandare con convinzione i prodotti.
Obiettivi:
• Far conoscere il brand e i valori aziendalidella progettazione sostenibile
• Sostenere il posizionamento:
Global Technology CompanyLean Machine approach
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Il piano (2014-15)
L’approccio comune: omaggio del prodotto agli influencer e recensione sponsorizzata
L’approccio DYSON: #sfidedysoniane
1. Video ugc
2. Incontri/workshop
4. Educazione sulle normative europee
3. IFA Berlino
5. Call to buy(sconti 50% - 35%)
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2015 in sintesi
2 eventi fisici (Cordless V6 Fluffy / V6 Mattress)
344 contributi totali - rassegna «storytelling» in tempo reale
66 blog post25 video personali
73 Prodotti richiesti dai blog, 42 distribuiti707 lead raccolti per invio sconto
Reach: 580k (Fluffy) + 2.8M (V6 Mattress), trasversalità
Creatività, formazione sul bloggingEducazioneCustomer Care
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19 novembre 2015 | Milano | Palazzo delle Stelline
Reporting
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19 novembre 2015 | Milano | Palazzo delle Stelline
...Documentare in tempo reale:
IL CASO DYSON
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Divertirsi, fare esperienze
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Automazione vs. Relazione
Brief rigido
Selezione dall’alto
Esecuzione standardizzata
Tempi concentrati
Kpi (# visualizzazioni, click)
Ascolto
Partecipazione alla Strategia
Brief ricco e aperto
Selezione dal basso
Trasversalità, apertura al nuovo
Esecuzione personalizzata
Tempi ampi
KPI (call to actions)
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La
differenza
Automated
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I vantaggi
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First results Italy
• Average lenght/project: 2 months
• Avg subscribers/project: 60
• Avg active participants: 40
• Reach: 700.000 – 3.000.000
• Cost: 5-7k
• ...and it’s just the beginning!
>
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Automazione al servizio della relazione:
learning, Q&A
Gli advocates si creano coinvolgendoli, non
comprando il loro buzz
Intercettare le ricerche e il bisogno di
informazione e consigli
Contenuti di qualità uniti a call to action
invitanti
Fornire un framework per #ispirazioni, non imposizioni
Dati e automazione al servizio delle persone, non il contrario – abbassa il costo/contatto, ma quello che conta è il costo/risultato
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The future of branding is marketing with people, non at them.
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Decalogo