Pillole di Social Media - dalla Strategia ai KPI
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Transcript of Pillole di Social Media - dalla Strategia ai KPI
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PILLOLE DI SOCIAL MEDIA IN 5.400 SECONDI
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LE 3 FACCE DEI SOCIAL MEDIA
Owned
Earned Paid
Account Aziendali
Social Media Ads
Mention Sharing
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ZMOT
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WOM … SE NON CI SIAMO?
Sentiment Positivo
Sentiment Negativo
Neutralità
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ESSERCI: DOVE?
ITALIA … e all’estero?
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DIPENDE DAL TARGET E DAL BUSINESS
#millennials #selfie #instant
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ASCOLTO DELLA RETE
DOVE sono i Clienti
COSA dicono
COME lo dicono
Come INTERAGISCONO
…e i Competitors?
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STRATEGIA E PIANO EDITORIALE
OBIETTIVI
TARGET
TOPICS/VOICE
CALENDARIO EDITORIALE
KPI
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PERSONALE - AZIENDALE
Finalità
Linguaggio
Contenuti
Timing
Piattaforma
IT’S DIFFERENT
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Il Pub dei Social
Divertimento
Leggerezza
Ritrovo tra Amici
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FACEBOOK ALGORITHM
AFFINITÀ: interazione nel tempo
PESO: Interazione col post (like, share, commenti)
TIME DECAY TIME SPENT Freschezza del post/tempo dedicato al post
POST TYPE Testo, foto, video, links
STORY BUMPING: rilancio post
DEVICE: post leggeri per mobile
LAST ACTOR: ultimi 50 attori
CLICK BAITING SEGNALI NEGATIVI
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CONTENT
Unicità
Value Proposition
Risorse Freemium
Tutorial
Contest
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STORYTELLING: INTERNET.ORG
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STORIA AZIENDALE
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STORIE DI LUOGHI
STORIE DI ESPERIENZE
STORIE DI PERSONE
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POTENZA DEI VIDEO
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Post con le ricette consigliate dagli utenti Tutorial e How To Link al sito per portare traffico
COINVOLGIMENTO DEI FAN
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CONTEST
scattati un selfie mostralo alla cassa dello store di Verona otterrai un omaggio CMP
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REAL TIME MARKETING
DALL’OFF LINE ALL’ON LINE
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REFUSI
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EPIC FAILS
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Tweet: 140 caratteri
#Hashtag: associa contenuti
@ Menziona la persona
Live Twitting
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#JESUISCHARLIE – 07.01.2015
tra gli # più popolari nella storia di Twitter news e post sul tragico evento francese
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MODERAZIONE E BUON SENSO
http://tiny.cc/hashtag-abuse
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@MENTION
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CASE STUDY
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NEWSJACKING – LE ORIGINI
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GOOGLE PLUS – SOCIAL LAYER
CERCHIE
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GOOGLE PLUS E MY ANSWER
Our Cloud
Rubrica
Calendar
Email Foto
…
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PAGINA GOOGLE+ LOCAL
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HANGOUTS
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LINKEDIN – UN SOCIAL DIVERSO
Network Professionale
Connessioni 1°- 2°- 3°
Tecnologia, moda, architettura, sanità
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0,64 0,77 2,74
+ Traffico + Lead B2B B2C
Fonte: Hubspot
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Azienda
Partner
Dipendenti
Collaboratori
H2H
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Target Internazionale
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Over 30 - Donne
Shopping - eCommerce
Ricette, Moda, Bellezza, Luoghi, Viaggi
Vetrina Prodotti per Pubblico selezionato
Contenuti Completi da leggere e condividere
Traffico al Sito - Link
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18–29 Anni
Racconta il Momento
Luoghi, Situazioni, Emozioni
Backstage dell’Azienda - Storytelling
Nasce App
Selfie - Filtri
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Ads
Remarketing
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METRICHE E KPI - TIME
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CONVERSIONI SUL SITO
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Reputation
Crisis
Epic Fails
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CONSAPEVOLEZZA
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PATRIZIA PEPE
CONOSCENZA
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CONSEGUENZE
INFLUENCERS
vincos.it
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…QUANDO SI PENSAVA NON SUCCEDESSE PIÙ
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Thanks to Web In Fermento
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IRIS DEVIGILI Digital Marketing Consultant [email protected] irisdevigili