Email marketing e social media         ovvero         Now that we have Twitter, Facebook and Pinterest         what’s the ...
CONTACTLAB IN BREVE          Oltre 1.000 clienti          Più di 40 milioni di email e 400 campagne inviate giornalmente  ...
CONTACTLAB IN BREVE                                                                                Strategia di comunicazi...
CONTACTLAB IN BREVE                                                                           Accompagnamento completo    ...
CONTACTLAB IN BREVEThis document is the intellectual property of ContactLab® and was created for demonstration purposes on...
Partiamo da un Tweet                                                                http://www.mediabistro.com/alltwitter/...
Facciamo un esame di coscienza                   PUNTI DI FORZA                                                           ...
Saremo anche «tradigital» ma andiamo forte!             Una ricerca condotta nel 2012 sulle abitudini e preferenze dei con...
Quello che conta è essere pertinenti per l’utente                                                                         ...
E infatti, guardate un po’ chi mi manda mail…This document is the intellectual property of ContactLab® and was created for...
Email e social: stesso target  Gli utenti dei social network consultano la posta elettronica  più spesso: il 42% lo fa 4 v...
Email e social: la viralizzazione dell’email tramite i social                                                            F...
Dai social all’email: un touch point per fare acquisition                                                                 ...
Dall’email ai social: ma solo se c’è valoreGli utenti sono disponibili a condividere le Newsletter:                     Co...
Dall’email ai social: l’educazione degli utenti                                                                           ...
#Nientefuffa: esempi pratici             Email acquisition             Social acquisition             Da mail a contenuto ...
Email acquisitionThis document is the intellectual property of ContactLab® and was created for demonstration purposes only...
Social acquisition: invitareThis document is the intellectual property of ContactLab® and was created for demonstration pu...
Social acquisition: segmentare gli inviti per targetTarget esterno                                                        ...
Social acquisition: non solo FacebookThis document is the intellectual property of ContactLab® and was created for demonst...
Social acquisition: non solo FacebookThis document is the intellectual property of ContactLab® and was created for demonst...
Social acquisition: ricordareThis document is the intellectual property of ContactLab® and was created for demonstration p...
Social acquisition: ricompensareThis document is the intellectual property of ContactLab® and was created for demonstratio...
Social acquisition: funziona!          1000 Fan in 8 ore dall’invio della Dem          1981 Fan in 4 giorniThis document i...
CASE DANONEDa email a contenuto socialThis document is the intellectual property of ContactLab® and was created for demons...
Da email a contenuto socialThis document is the intellectual property of ContactLab® and was created for demonstration pur...
L’email = contenuto social                                                                                                ...
L’email = contenuto «shareworthy»This document is the intellectual property of ContactLab® and was created for demonstrati...
L’email = contenuto «shareworthy»                                                                                         ...
L’email = contenuto «shareworthy»This document is the intellectual property of ContactLab® and was created for demonstrati...
Una liquid customer experienceThis document is the intellectual property of ContactLab® and was created for demonstration ...
ContactLab                                                                         E-mail & E-marketing Evolution         ...
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Social CaseHistory Forum 2012 - Email marketing e social media

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Presentazione al Social CaseHistory Forum 2012 tenuta da Arianna Galante, Director of Agency Dept. at ContactLab.

Published in: Business

Social CaseHistory Forum 2012 - Email marketing e social media

  1. 1. Email marketing e social media ovvero Now that we have Twitter, Facebook and Pinterest what’s the future of email? Milano, 15 novembre 2012 @contactlab @digitalzia #SCHF12This 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.
  2. 2. CONTACTLAB IN BREVE Oltre 1.000 clienti Più di 40 milioni di email e 400 campagne inviate giornalmente 11 anni di esperienza nel settore internet Più di 120 esperti nel settore 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 IntelligenceThis 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. 2
  3. 3. CONTACTLAB IN BREVE Strategia di comunicazione e sviluppo customer base Websites, Minisites, Emails Surveys Landing Page, Apps Contests Social MediaThis 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. 3
  4. 4. CONTACTLAB IN BREVE Accompagnamento completo strategia progettazione e copywriting sviluppo e test report e analisiThis 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. 4
  5. 5. CONTACTLAB IN BREVEThis 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. 5
  6. 6. Partiamo da un Tweet http://www.mediabistro.com/alltwitter/future-of-email_b31143This 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. 6
  7. 7. Facciamo un esame di coscienza PUNTI DI FORZA PUNTI DI DEBOLEZZA o Rapporto qualità/prezzo o Connotazione negativa causa spam o Flessibilità o approccio «batch & blast» o «spray & o Metriche pray» o ROI OPPORTUNITA’ MINACCE o « Direct marketing rockstar in o Competizione in e tra mailbox recession » (Advertising Age) o Breve attenzione dell’utente o «Digital glue» o Social mediaThis 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. 7
  8. 8. Saremo anche «tradigital» ma andiamo forte! Una ricerca condotta nel 2012 sulle abitudini e preferenze dei consumatori ha rilevato che il 77% preferisce ricevere le promozioni via email. The 2012 Channel Preference Survey Il 60% degli imprenditori rispondenti prevedono di aumentare il budget investito nell’email marketing. www.strongmail.com/2012marketsurvey 2011: ROI dell’email marketing = $40.56 per ogni dollaro investito 2011: ROI del social media marketing = $12.71 Direct Marketing Association "Power of Direct" (2011)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. 8
  9. 9. Quello che conta è essere pertinenti per l’utente  Contenuti ad alto valore aggiunto per il destinatario Il messaggio giusto  Contenuti verticali, non solo di vendita  Personalizzazione Alla persona giusta  Segmentazione  Seguire il cliente durante il ciclo di vita Al momento giusto  Osservarne il comportamento  Calibrare la frequenza di inviowww  Rispettare le preferenze degli utenti Attraverso il canale giusto  Usare il canale di contatto preferito  Per garantire al cliente una «fluid cross media brand experience»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. 9
  10. 10. E infatti, guardate un po’ chi mi manda mail…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. 10
  11. 11. Email e social: stesso target Gli utenti dei social network consultano la posta elettronica più spesso: il 42% lo fa 4 volte al giorno o più vs. 27% dei non utenti (Merkle 2010 View from the Social Inbox) Il 75% degli utenti dei social network ritengono che l’email sia il miglior modo per essere contattati dalle aziende vs. 65% dei non utenti (Marketing Sherpa) Il 49% degli utenti di Twitter hanno fatto un acquisto online dopo aver ricevuto una mail commerciale da un’azienda vs. 33% dei non utenti (Marketing Sherpa)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. 11
  12. 12. Email e social: la viralizzazione dell’email tramite i social Fonte: http://blog.getresponse.com/uploads/2012/01/infographic_socialmedia_61.jpgThis 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. 12
  13. 13. Dai social all’email: un touch point per fare acquisition http://www.contactlab.com/email-marketing-e-social-networkThis 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. 13
  14. 14. Dall’email ai social: ma solo se c’è valoreGli utenti sono disponibili a condividere le Newsletter: Contenuti «interessanti» Sconti e promozioniThis 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. 14
  15. 15. Dall’email ai social: l’educazione degli utenti Non tutti sanno come condividereThis 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. 15
  16. 16. #Nientefuffa: esempi pratici Email acquisition Social acquisition Da mail a contenuto social L’email = contenuto social L’email = contenuto «shareworthy» Una «liquid customer experience»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. 16
  17. 17. Email acquisitionThis 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. 17
  18. 18. Social acquisition: invitareThis 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. 18
  19. 19. Social acquisition: segmentare gli inviti per targetTarget esterno Target interno 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. 19
  20. 20. Social acquisition: non solo FacebookThis 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. 20
  21. 21. Social acquisition: non solo FacebookThis 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. 21
  22. 22. Social acquisition: ricordareThis 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. 22
  23. 23. Social acquisition: ricompensareThis 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. 23
  24. 24. Social acquisition: funziona! 1000 Fan in 8 ore dall’invio della Dem 1981 Fan in 4 giorniThis 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. 24
  25. 25. CASE DANONEDa email a contenuto socialThis 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. 25
  26. 26. Da email a contenuto socialThis 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. 26
  27. 27. L’email = contenuto social Decidere quale immagine rendere cliccabile Suggerire una descrizioneThis 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. 27
  28. 28. L’email = contenuto «shareworthy»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. 28
  29. 29. L’email = contenuto «shareworthy» Testo «condividi su» oltre alle icone Diverse opzioni «Condividi»: 1) su tutta la newsletter 2) oppure condivisione dei singoli articoli, sia su Facebook che su Twitter* * Sviluppo ContactLab, funzionalità non standard di Facebook e TwitterThis 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. 29
  30. 30. L’email = contenuto «shareworthy»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. 30
  31. 31. Una liquid customer experienceThis 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. 31
  32. 32. ContactLab E-mail & E-marketing Evolution grazie Arianna galante – Director of Agency Dept. – arianna.galante@contactlab.com www.contactlab.com www.newslettermonitor.com Via Natale Battaglia, 12 20127 Milano – Italy Tel. 02.283118.1 Madrid München Milano Paris LondonThis 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. 32

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