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"Fare business con i social media" 2013 - CIPI: genesi di una strategia social B2B

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Presentazione di Arianna Galante, Director of Agency Department ContactLab, e G. Grassi, Direttore Generale CIPI Italia, tenuta durante l'incontro organizzato da Anved Italia e Netcomm su "Fare …

Presentazione di Arianna Galante, Director of Agency Department ContactLab, e G. Grassi, Direttore Generale CIPI Italia, tenuta durante l'incontro organizzato da Anved Italia e Netcomm su "Fare business con i social media: come e perché: edizione 2013".

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  • 1. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 1CIPI:genesidi una strategiasocial B2B@contactlab @digitalzia@anved_Italia @ConsNetcomm#social13FARE BUSINESSCON I SOCIAL MEDIA:COME E PERCHE’Milano 23/05/2013
  • 2. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13STRATEGIA DI CONTATTONEXT STEPSCIPIUNA NUOVA STRATEGIA SOCIAL2
  • 3. 3@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13CIPI
  • 4. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13CIPI IN BREVE4Da 50 anni nel settore dell’oggettistica promozionalepersonalizzabile (gadget aziendali), afferma la suapresenza sul mercato con utilizzo massivo della VPC daglianni 80Oggi è: Vendite da catalogo di articoli in stock personalizzati Sviluppo di prodotti customizzati, ideati e costruitisulla base delle esigenze del cliente Programmi integrati di corporate merchandising
  • 5. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13IL MERCATO DI RIFERIMENTO5L’OFFERTA circa 1000 prodotti a catalogo, in continua evoluzione Sviluppo di prodotti ad hoc per grandi clientiLA STAGIONALITA’ tradizionalmente fra settembre e dicembre progressivamente si sta destagionalizzando soprattuttosui grandi clientiI COMPETITOR circa 2000 piccole agenzie/distributori che operano a livello locale e regionale
  • 6. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13I CLIENTI TIPO6Solo aziende > attività di puro B2BPMIAcquistano 1 o 2 volte l’annoOrdini da €1.000 a €1500 ca. per attività promozionali,ricorrenze, prodotti per dipendenti, clienti, fornitoriTipologia di cliente poco fedele: su circa 2.000 clienti annui, solo1.000 si possono considerare stabiliL’interlocutore è il responsabile acquisti/marketing o il titolareGrandi ClientiEsigenze estremamente diversificate nel tempo e nei volumi,legate alle loro strategie di marketing e commercialiRapporti più continuativiCompetizione con altri fornitoriL’interlocutore può avere ruoli diversi, quindi la sua mappatura èfondamentale
  • 7. 7@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13STRATEGIADI CONTATTO
  • 8. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13FENOMENI EMERGENTI ED EVOLUZIONIMulticanalitàI Social Network si aggiungono ai molteplici strumenti adisposizione dell’utente per orientarsi verso un determinatobusinessDigital ReputationLa presenza web è ormai alla portata di qualunque azienda e lastoria di una società non è più sufficiente a garantirne lacredibilitàNecessità di abbattere il costo contatto
  • 9. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13Catalogo bi-annuale, affiancato e spesso superato dalSito web• ecommerce• fruibilità & praticità• aggiornamento della gamma prodotti• Costi ( più efficiente)• CRM e profilazioneLe richieste di preventivo e contatto si sono trasferite quasiintegralmente sull’emailLe attività di marketing si sono digitalizzate: attenzioneall’indicizzazione, DEM e NL, campagne ad-words, affiliazioniDOBBIAMO EVOLVERE DI CONSEGUENZA9
  • 10. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13INTEGRIAMO I MEDIA PER ESSERE SEMPRE «VICINI» AL DECISOREdecisoreCatalogo1980Web1996SEM & E -Mail2000?2012
  • 11. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13I DATI A CONFRONTOCataloghi spediti:Visitatori unici sito:Lead pervenute via web:Lead da web per cliente:=+31%+ 54%+ 84%2008/2009 vs 2011/201211
  • 12. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13E QUINDI ORA… I SOCIALperché dietro ad ogni funzione aziendale, c’è unapersona realeperché le persone sempre più spendono il loro tempoe si fanno influenzare da quanto avviene sui socialper cercare di raggiungere e intercettare questidecisori anche in questo «nuovo» (per le aziende B2B)ambiente12
  • 13. 13@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13UNA NUOVASTRATEGIA SOCIAL
  • 14. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13 Oltre 1.000 clienti Più di 60 milioni di email e 600 campagne inviate giornalmente 15 anni di esperienza nel settore internet Più di 120 esperti dell’email marketing al vostro servizio 5 uffici a Milano, Parigi, Londra, Madrid e Monaco di Baviera 1 posizionamento unico: Tecnologia: ESP Creatività: Agency Analisi: Business IntelligenceCONTACTLAB IN BREVE14
  • 15. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13Strategie di acquisition e retentionSiti, minisiti,landing pageSurvey ConcorsiEmail Social MediaI NOSTRI MESTIERI15
  • 16. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13Alla persona giusta Customizzare i contenuti per l’audience del canale InterazioneAl momento giusto Osservare il comportamento dell’audience Calibrare la frequenza di contatto, pubblicazione o invio Rispettare le preferenze degli utenti Usare il canale di contatto adatto al tipo di comunicazioneAttraverso il canale giustowwwIl messaggio giusto Contenuti ad alto valore aggiunto Contenuti verticali e variLa ricerca di pertinenzaIL MANTRA DEL (SOCIAL MEDIA) MARKETER16
  • 17. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13in base al target e agli obiettivi di comunicazioneB2C B2BLowHighSharing index17LA SELEZIONE DEI CANALI
  • 18. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13PUBLISHSHARE NETWORKin base alla vocazione del contenuto e alla natura del messaggioLA SELEZIONE DEI CANALI18
  • 19. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13 19 visivo efficacia nell’indicizzazione immediatezza dell’azione dicondivisione3 CANALI DI COMUNICAZIONE PER CIPI volume di utenza funzionalità che si prestano allo storytelling potenziale virale prolungazione dellavita dei contenuti inrete repository perapprofondimenti einfo-educational
  • 20. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13CIPI COOL HUNTERRispecchiare il posizionamento• la ricerca dell’oggetto particolareEnfatizzarlo con un taglio informale e ludico• prodotto protagonista di storie• curiosità che ruotano attorno agli oggetti stessi e alla loro vita• non solo autoreferenzialità : oggetti protagonisti di CIPI ma anche da fonti esterneL’AFFERMAZIONE DI UNA SOCIAL PERSONALITY20
  • 21. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13StrategiaContenutieditorialiSchedulazioneepubblicazioneModerazioneEngagement eAnimazioneAnalisi deirisultati edell’audience21LA DEFINIZIONE DI UNA ROADMAP
  • 22. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13Da CIPIun catalogo di immagini vastissimouna varietà di case historyla possibilità di customizzare prodotti all’infinitoDalla retesiti di oggetti di design di cultowiki e magazine di settoresocial network e blogtrending topicCome farlo vivere nei canali?22IL CONTENUTO C’E’
  • 23. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13 23#maipiusenza#ecoideas#work&fun#CIPIstories#sign&designFACEBOOK: gli «strilli»22 febbraio 2013https://www.facebook.com/cipiemotion
  • 24. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13 24#maipiusenza#ecoidea#CIPIstories #work&fun #sign&designPINTEREST: le emozioni22 febbraio 2013http://pinterest.com/cipiemotion/
  • 25. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13 25UN BLOG DIGITAL HUB AGGREGATORE DELL’ATTUALITÀ SOCIAL23 marzo 2013http://www.cipi.it/blog
  • 26. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13 26E CONTENUTI CHE «VIAGGIANO» DA UN CANALE ALL’ALTRO#CIPIstories
  • 27. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13 27IL PORTA CHUPA CHUPS#Maipiusenza
  • 28. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13 28LA LAMPADA SOLARE WAKA WAKANews
  • 29. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13Subject: «CIPI diventa social! Seguici»Versione AOpen rate: 20,5%Clicks on opens: 10,7%Versione BOpen rate: 20%Clicks on opens: 12,9%VincenteOpen rate: 20%Clicks on opens: 11,7%UN LANCIO ONLINE: dillo con una mail29Che cosa può fare un ombrello?
  • 30. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13Perché con CIPI anche un’agenda può essere socialUN LANCIO OFFLINE: dillo con un’agenda30
  • 31. 31@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13NEXT STEPS
  • 32. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13 32TestareMisurareOttimizzareDialogare!NEXT STEPS
  • 33. This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.@contactlab @digitalzia @anved_Italia @ConsNetcomm #social13 33Giovanni Grassi – Direttore Generale – giovanni.grassi@cipi.itGRAZIE!Arianna Galante – Director of Agency Dept. – arianna.galante@contactlab.com

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