Social media Video Strategy ONE-SHOT Communication & Video Case History Spirito Nuovo Venezia
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Transcript of Social media Video Strategy ONE-SHOT Communication & Video Case History Spirito Nuovo Venezia
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Katia Bordignon
Social Media Lover with a focus on Video Marketing
Università Cattolica del Sacro Cuore
MILANO, 5 APRILE 2016
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2014 - oggi ONE-SHOT COMMUNICATION
2011 - oggi SOCIAL MEDIA LOVER
2007 - 2013 EVENTS PROJECT MANAGER
2000- 2004 LAUREA IN INGLESE E CINESE
2002 - 2004 STUDY ABROAD
2005 - 2007 ORGANIZZAZIONE DI EVENTI
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SOCIAL MEDIA VIDEO
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OBIETTIVO DI BUSINESS
CONTENUTO VIDEO
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1. OBIETTIVO: scegliere quale risultato si vuole ottenere (il perché)
2. PRODUZIONE: individuare quale stile, genere, tone of voice adatto
3. DISTRIBUZIONE: pianificare il ‘’quando’’ e il ‘’dove’’ distribuire il
contenuto per il raggiungimento del giusto target
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Qui di seguito alcune categorie di Social Video, con relativo e utile
esempio, ideali per raggiungere gli obiettivi di Social Business.
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IL PERCORSO D’ACQUISTO DELL’UTENTE:
Il percorso che un utente compie prima di acquistare online (e-commerce)
o offline (punto vendita fisico)
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CONSAPEVOLEZZA DEL MARCHIO
(AWARENESS)
VALUTAZIONE DEL MARCHIO
(CONSIDERATION)
COMPIMENTO DI UN’AZIONE
(CONVERSION)
FIDELIZZAZIONE DELL’UTENTE
(LOYALTY)
PORTAVOCE DEL BRAND
(ADVOCACY)
AWARENESS ACQUISTO
EMOZIONE RAZIONALITA’
ENTRO IN CONTATTO CON UN NUOVO BRAND (ESEMPIO SCARPE)
CONSIDERO QUESTO BRAND IN FASE DI SCELTA
FACCIO UN’AZIONE (ISCRIZIONE NEWSLETTER) VERSO IL BRAND
FACCIO IL MIO PRIMO ACQUISTO E DIVENTO UN CLIENTE FIDELIZZATO
PARLO BENE DEL BRAND ALLE PERSONE SIA ON LINE CHE OFF LINE
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CONSAPEVOLEZZA DEL MARCHIO
(AWARENESS)
VALUTAZIONE DEL MARCHIO
(CONSIDERATION)
COMPIMENTO DI UN’AZIONE
(CONVERSION)
FIDELIZZAZIONE DELL’UTENTE
(LOYALTY)
PORTAVOCE DEL BRAND
(ADVOCACY)
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
•Video Hero •Storytelling
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CONSAPEVOLEZZA DEL MARCHIO
(AWARENESS)
VALUTAZIONE DEL MARCHIO
(CONSIDERATION)
COMPIMENTO DI UN’AZIONE
(CONVERSION)
FIDELIZZAZIONE DELL’UTENTE
(LOYALTY)
PORTAVOCE DEL BRAND
(ADVOCACY)
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
•Video Hero •Storytelling
• Eventi Live • Dimostrativi
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CONSAPEVOLEZZA DEL MARCHIO
(AWARENESS)
VALUTAZIONE DEL MARCHIO
(CONSIDERATION)
COMPIMENTO DI UN’AZIONE
(CONVERSION)
FIDELIZZAZIONE DELL’UTENTE
(LOYALTY)
PORTAVOCE DEL BRAND
(ADVOCACY)
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
•Video Hero •Storytelling
• Animation • Teaser • Tutorial
• Live • Dimostrativi
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CONSAPEVOLEZZA DEL MARCHIO
(AWARENESS)
VALUTAZIONE DEL MARCHIO
(CONSIDERATION)
COMPIMENTO DI UN’AZIONE
(CONVERSION)
FIDELIZZAZIONE DELL’UTENTE
(LOYALTY)
PORTAVOCE DEL BRAND
(ADVOCACY)
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
•Video Hero •Storytelling
• Animation • Teaser • Tutorial
• Testimonial • Live • Dimostrativi
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CONSAPEVOLEZZA DEL MARCHIO
(AWARENESS)
VALUTAZIONE DEL MARCHIO
(CONSIDERATION)
COMPIMENTO DI UN’AZIONE
(CONVERSION)
FIDELIZZAZIONE DELL’UTENTE
(LOYALTY)
PORTAVOCE DEL BRAND
(ADVOCACY)
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
•Video Hero •Storytelling
• Testimonial • Video Generati dagli utenti
• Animation • Teaser • Tutorial
• Live • Dimostrativi
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CONSAPEVOLEZZA DEL MARCHIO
(AWARENESS)
VALUTAZIONE DEL MARCHIO
(CONSIDERATION)
COMPIMENTO DI UN’AZIONE
(CONVERSION)
FIDELIZZAZIONE DELL’UTENTE
(LOYALTY)
PORTAVOCE DEL BRAND
(ADVOCACY)
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
•Video Hero •Storytelling
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1. Hero (Brand Awareness)
Video con lo scopo di intercettare uno ‘’stranger’’ ossia un potenziale cliente e portare attenzione al brand attraverso una narrazione divertente ed emozionale.
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2. Storytelling (Brand Awareness)
Il chi, il come ed il perché di un prodotto attraverso una storia che emozioni.
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CONSAPEVOLEZZA DEL MARCHIO
(AWARENESS)
VALUTAZIONE DEL MARCHIO
(CONSIDERATION)
COMPIMENTO DI UN’AZIONE
(CONVERSION)
FIDELIZZAZIONE DELL’UTENTE
(LOYALTY)
PORTAVOCE DEL BRAND
(ADVOCACY)
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
•Video Hero •Storytelling
• Eventi Live • Dimostrativi
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3. Live (Consideration)
Video che testimoniano conferenze, eventi sportivi, back stage e concerti.
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Sfida tra colleghiCoinvolgimento dello Staff
http://bit.ly/1RDB7pI https://vine.co/marcjacobs
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4. Dimostrativi (Consideration)
Quali soluzioni innovative e vantaggi offre il prodotto.
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CONSAPEVOLEZZA DEL MARCHIO
(AWARENESS)
VALUTAZIONE DEL MARCHIO
(CONSIDERATION)
COMPIMENTO DI UN’AZIONE
(CONVERSION)
FIDELIZZAZIONE DELL’UTENTE
(LOYALTY)
PORTAVOCE DEL BRAND
(ADVOCACY)
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
•Video Hero •Storytelling
• Animation • Teaser • Tutorial
• Live • Dimostrativi
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5. Video Animation (Conversion)
Video che utilizza la tecnica dei disegni animati per descrivere un prodotto o un servizio.
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6. Teaser (Conversion)
Utile per stimolare la curiosità e l’interesse prima del lancio di un prodotto.
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7. Formativi | Tutorial (Conversion)
Come funziona il prodotto nel dettaglio. Chiarisce il funzionamento e l’eventuale montaggio di un prodotto e aumenta la possibilità di acquisto.
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CONSAPEVOLEZZA DEL MARCHIO
(AWARENESS)
VALUTAZIONE DEL MARCHIO
(CONSIDERATION)
COMPIMENTO DI UN’AZIONE
(CONVERSION)
FIDELIZZAZIONE DELL’UTENTE
(LOYALTY)
PORTAVOCE DEL BRAND
(ADVOCACY)
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
•Video Hero •Storytelling
• Animation • Teaser • Tutorial
• Testimonial • Live • Dimostrativi
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8. Testimonianze (Loyality)
I clienti vengono coinvolti e possono parlare del prodotto e della loro esperienza.
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CONSAPEVOLEZZA DEL MARCHIO
(AWARENESS)
VALUTAZIONE DEL MARCHIO
(CONSIDERATION)
COMPIMENTO DI UN’AZIONE
(CONVERSION)
FIDELIZZAZIONE DELL’UTENTE
(LOYALTY)
PORTAVOCE DEL BRAND
(ADVOCACY)
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
•Video Hero •Storytelling
• Testimonial • Video Generati dagli utenti
• Animation • Teaser • Tutorial
• Live • Dimostrativi
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CONSAPEVOLEZZA DEL MARCHIO
(AWARENESS)
VALUTAZIONE DEL MARCHIO
(CONSIDERATION)
COMPIMENTO DI UN’AZIONE
(CONVERSION)
FIDELIZZAZIONE DELL’UTENTE
(LOYALTY)
PORTAVOCE DEL BRAND
(ADVOCACY)
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
•Video Hero •Storytelling
• Testimonial • Video Generati dagli utenti
• Animation • Teaser • Tutorial
• Live • Dimostrativi
http://amzn.to/1UV3Qcj
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9. Video generati dagli utenti (Advocacy)
Campagna video utile a stimolare gli utenti più fidelizzati a creare dei contenuti (foto - video) per promuovere il brand.
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QUANDO C’E’ UNA META ANCHE UN DESERTO DIVENTA UNA STRADA
Proverbio Tibetano
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CASE HISTORY DI MARKETING TERRITORIALE
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SPIRITO NUOVO VENEZIA
Un’associazione culturale che promuove l’arte e la cultura attraverso eventi esclusivi nei quali la musica e la socialità sono il principale perno. Gli incontri si tengono a Palazzetto Pisani, una residenza storica da poco adibita a Boutique Hotel, lungo il Canal Grande a Venezia, ed avvengono presso il salotto settecentesco.
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CASE HISTORY DI MARKETING TERRITORIALE
• Aumentare il numero di partecipanti a ciascun evento sia in terraferma che a Venezia. Portare la media da 35 persone a 50 persone ad evento.
OBIETTIVO A SETTEMBRE 2015
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CASE HISTORY DI MARKETING TERRITORIALE
• Aumentare il valore percepito del marchio attraverso una content strategy consistente e dal tono di voce allineato al target.
STRATEGIA
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CASE HISTORY DI MARKETING TERRITORIALE
• Uomo/Donna • 45/50 anni • Imprenditori o Dirigenti d’azienda • Amante dell’arte e della musica da camera • Poco avvezzi alla tecnologia • Utilizzatori di Facebook & Mail • Amanti dell’esclusività e dell’eleganza classica • Appassionati di arte e cultura
TARGET
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CASE HISTORY DI MARKETING TERRITORIALE
• IMMAGINE: Creazione di una linea grafica elegante e ricercata, affiancata ad un copy con un tono di voce allineato al target.
• VIDEO: Generando dei contenuti video con un approccio narrativo e descrittivo
COME?
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CASE HISTORY DI MARKETING TERRITORIALE
IMMAGINE: COLORI DELLE STAGIONI
AUTUNNO 2015PRIMAVERA 2016 INVERNO 2016
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CASE HISTORY DI MARKETING TERRITORIALE
• IMMAGINE COVER FACEBOOK - identità di ogni evento
IMMAGINE:
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CASE HISTORY DI MARKETING TERRITORIALE
• IMMAGINE COVER FACEBOOK - identità di ogni evento
IMMAGINE:
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CASE HISTORY DI MARKETING TERRITORIALE
Invito per mobile
IMMAGINE:
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CASE HISTORY DI MARKETING TERRITORIALE
Sinossi del programma consegnata prima dell’evento con il pensiero del direttore artistico
IMMAGINE:
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CASE HISTORY DI MARKETING TERRITORIALE
Sinossi del programma consegnata prima dell’evento con il pensiero del direttore artistico
IMMAGINE:
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CASE HISTORY DI MARKETING TERRITORIALE
COME?
• IMMAGINE: Creazione di una linea grafica elegante e ricercata, affiancata ad un copy con un tono di voce allineato al target.
• VIDEO/FOTO: Generando dei contenuti video con un approccio narrativo e descrittivo
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CASE HISTORY DI MARKETING TERRITORIALE
• Video di presentazione stagione
• Video di narrazione evento
COME?
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VIDEO DI PRESENTAZIONE STAGIONE
Narrazione del calendario della stagione:
• elementi e contenuti stagionali (salotto di casa, montagna, fiori)
• anticipazione delle date, delle tematiche e degli artisti
• per creare interesse, curiosità e aspettativa
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VIDEO DI PRESENTAZIONE STAGIONE
A video made by ONE-SHOT Communicationhttp://bit.ly/1S1kwOq
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VIDEO DI NARRAZIONE EVENTO
Narrazione cronologica dell’evento.
• delle performance degli artisti
• delle emozioni dei partecipanti
• dell’aspetto eno-gastronomico
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VIDEO DI NARRAZIONE EVENTO
Narra ogni evento e permette ad un potenziale prospect di capire:
• il livello qualitativo degli artisti
• l’ambiente in cui si viene accolti
• le persone che si possono incontrare
• la cura eno-gastronomica
• l’aspetto conviviale
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• VIDEO di narrazione evento La Belle Epoque
A video made by ONE-SHOT Communication
http://bit.ly/1XgjjBg
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• VIDEO di narrazione evento Gli Sconcertati
A video made by ONE-SHOT Communication
http://bit.ly/1Yeuomy
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CASE HISTORY DI MARKETING TERRITORIALEI RISULTATI: METRICHE FACEBOOK
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CASE HISTORY DI MARKETING TERRITORIALEI RISULTATI: METRICHE FACEBOOK
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CASE HISTORY DI MARKETING TERRITORIALEI RISULTATI: METRICHE FACEBOOK
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CASE HISTORY DI MARKETING TERRITORIALEI RISULTATI: METRICHE FACEBOOK
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CASE HISTORY DI MARKETING TERRITORIALEI RISULTATI: LA PAROLA AI NUMERI
44 VIDEO SU FB & YOUTUBE
18 EVENTI
3 STAGIONI
52 PERSONE DI MEDIA
1530 FOTO
936 PARTECIPANTI
25 NEWSLETTER
66 GRAFICHE
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SPIRITO NUOVO VENEZIA
PRESIDENTE E DIRETTORE ARTISTICO | MATTEO GOBBO TRIOLI
SPIRITO NUOVO VENEZIA
https://www.facebook.com/SpiritoNuovoVenezia/
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https://vimeo.com/oneshotcommunication
https://www.youtube.com/user/oneshotitaly
https://www.facebook.com/oneshotcommunication
ONE-SHOT.IT
SOCIAL MEDIA CONSULTANT | KATIA BORDIGNON
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