Internet for startuppers
use of low-cost internet tools for the
development of Minimum Viable Projects
By
Antonio Scribano...
Who I am
About Fattelo!
What are the advantages?
What are the advantages?
What are the advantages?
But… what does a designer do?

Karim Rashid

Juicy Salif by P. Starck
Designers are problem solvers
Everything is designed
Everything is designed
Everything is designed
Everyone is a designer

YOU CAN
DESIGN
Everyone is a designer

PRODUCT
DESIGN
Everyone is a designer

EXHIBITION
DESIGN
Everyone is a designer

USER EXPERIENCE
DESIGN
Everyone is a designer

BUSINESS MODEL
DESIGN
Everyone is a designer

STRATEGIC
DESIGN
Everyone is a designer

COMMUNICATION
DESIGN
What are we talking about ?

MVP

Minimum Viable Product
What are we talking about ?

MVP

Minimum Viable Project
What stage?
Where we are

Hi!
What about the costrains?
What we’ll learn

-

How the internet works (in a simplified style)
What to do to communicate your project
How to use the ...
Part 1

VERY VERY VERY BRIEF
HISTORY OF THE INTERNET
(FROM A USER PERSPECTIVE)
Something for experts
User-generated content
Feedback
The revolution of social networks
Going mobile
From message to dialogue
From message to dialogue
From Brand Image to Brand Committment
The word of mouth

75%

of people thinks
companies don’t say the
truth in their advertising
Source: www.unica.com
A new keyword

AUTHENTICITY
Share your story,
ask for participation
It’s easier with web 2.0
So, how can we use the www?

Collect data
Spread the word
Get in touch
Part 2

CREATING YOUR FIRST
COMMUNICATION STRATEGY
Asset #1: a great project

Solves an important issue

(useful)

Solves it in a creative way

(innovative)

Excite people (...
Some basic facts
Some basic facts
Some basic facts
Some basic facts
Some basic facts
Channels

Values

Language
(+ knowledge)
Step 1: find the values

Open
philosophy

DIY

ecology
Makers

participation

change
reuse

project

entrepreneurship

fut...
Why it is useful?

Open
philosophy

ecology

project

Makers

participation
DIY
community
change
customization
future
reus...
Step 2: choose your language
Hilarious

Generic

Technical

Serious
Step 2: choose your language
The boy in the
pub downstairs

Hilarious

Generic

Technical
The referee
for your article

Se...
Step 3: find the channels
OWNED
You can manage them,
you build your audience

COMMUN.
CHANNELS
NOT OWNED

Someone else man...
Step 3: find the channels
OWNED
You can manage them,
you build the audience

COMMUN.
CHANNELS
NOT OWNED

Someone else mana...
Don’t forget your choices

1. VALUES

Ecology, fairness, equality…

2. LANGUAGE
3. CHANNELS

Direct, funny, technical…
Own...
Part 3

MINIMUM
COMMUNICATION KIT
The name

1. Distinctive
2. Meaningful
3. Memorable
The name
Italian litteral
translation for
DIY (backstory)

FATTELO!

1. Distinctive
2. Meaningful
3. Memorable

Stay short
The name
Italian litteral
translation for
DIY (backstory)

FATTELO!

1. Distinctive
2. Meaningful
3. Memorable

Stay short
The logo

1.
2.
3.

Convey a big idea
Embody strategic positioning
Differentiate you from the competition
Creating your first logo
Creating your first logo
The press release
HEADLINE + DATE
INTRODUCTION
BODY

Briefly summarizes the news

Who, What, When, Where and Why

Further ...
The press release
HEADLINE + DATE
INTRODUCTION
BODY

Briefly summarizes the news

Who, What, When, Where and Why

Further ...
Images and videos
Images and videos
Infographics

Source: unbounce.com
Infographics

Source: unbounce.com
Infographics

Source: unbounce.com
Use Dropbox
Part 4

CREATING YOUR BRAND NEW
WEBSITE (SPENDING REALLY
FEW MONEY)
Get in touch

Tell your story
Get in touch
Collect data
Really low-cost options

/
Wordpress
or
Tumblr

+

URL
Domain
name

+
Free
Template
Wordpress on dedicated hosting
Wordpress: plugins

plugintable.com
Wordpress on dedicated hosting

+
Wordpress

URL +
Domain
name

+
Web
Hosting
+
DB
+
Protection

Template
Find your template
Which template?

Responsive
Support plugin
Easily customizable
Part 5

IMPLEMENT ANALYTICS
AND DISCOVER THE FULL
POTENTIAL OF YOUR WEBSITE
What is Google Analytics?
What are KPIs?

Key
Performance
I ndicator
Number of visitors / Time spent
Demographics
Demographics
Technology
Traffic sources
Traffic sources (search)
Traffic sources (referral)
Visitors flow
Event tracking
App pretotyping
Goals and conversion funnel

Event 1

Event 2

Event 3

Event 4

Goal
Goals and conversion funnel

Downl.
/Buy

411

Select
product

Qty

Pay
now

Sale

76

71

20

4
E-commerce conversions
E-commerce conversions
Increase visits and purchases

Visitors

Interested
YOU

Customers
Increase visits and purchases
Ex.: Statistics for eppela.it
Age

Income

25-44

0-30K $

Education

Time spent

Graduated

4:40 min

Origin

Italy (86,6...
Quantcast
Nytimes.com
Quantcast
Nytimes.com
Technorati
Part 6

THE AMAZING WORLD
OF SOCIAL NETWORKS
What are SNs ?
Type of Social Networks

CATEGORY Generic
MECHANISM
AUDIENCE

specific

120 characters,
image pinning…

Cross-gen, young
p...
Social Networks population
Leading social networks worldwide as of July 2013, ranked by
number of registered users (in mil...
Type of Social Networks

Source: Pew Research
Center, 2013
Type of Social Networks

Source: Pew Research
Center, 2012
Type of Social Networks

Source: Pew Research
Center, 2013
Type of Social Networks

Source: Pew Research
Center, 2012
Type of Social Networks

Source: Pew Research
Center, 2012
And Social Media?
3 basic rules to manage SMs

Rule #1

Think to SMs as tools
to enable conversation
3 basic rules to manage SMs

Rule #2

You can’t control
conversation, but
You can influence it
3 basic rules to manage SMs

Rule #3

Influence is the basic to
get in touch and start
building a relationship
Part 6.1

FACEBOOK, THE LAND OF
LEISURE AND TIME WASTE
Edge Rank

Your FB
page +
content
Edge Rank

Your FB
page +
content
Edge Rank

Your FB
page +
content
Edge Rank

Your FB
page +
content
Edge Rank in detail

Source: jenders.com, 2012
Increase fans

POST CONTENT
to let people interact

SPAM FRIENDS!
to start collecting fans
and spread the word!
Tip: use “...
Publish content
Relevant

ORIGINAL

Understandable
Use images and videos

CONTENT

Relevant

FROM OTHERS

Coherent with yo...
TIP #1: How to write posts

80 char.

Posts 80 characters or less in lenght have
27% higher engagement rates

Source: Budd...
TIP #2: When to post

Source: Buddymedia
TIP #2: When to post

The less people want to be at work, the more they are on Facebook!

Source: Buddymedia
TIP #3: Fan follows instructions

Source: Buddymedia
TIP #4: Use soft seller KW

Source: Buddymedia
TIP #5: Ask questions
Posts that end with a
question have a 15%
higher engagement rate
Don’t ask Why, ask
Where, When, Wou...
Learn!
2nd June 2013 – 30th Aug. 2013
Learn!
Learn!
Part 6.2

TWITTER: THE LAND
OF PEOPLE WHO ARE
INTERESTED IN SOMETHING
A different way of interacting

120
char.
TIP #1: Post during weekends

Source: Buddymedia
TIP #3: Tweet during busy hours

Source: Buddymedia
TIP #4: Use different SNs

Source: Buddymedia
TIP #5: Tweet from 1 to 4 tw/day

Source: Buddymedia
TIP #6: Use less than 100 characters

Source: Buddymedia
TIP #7: Links drive RT

Source: Buddymedia
TIP #8: Use hashtags

Source: Buddymedia
TIP #9: Use images

Source: Buddymedia
TIP #9: Ask to R-E-T-W-E-E-T

Source: Buddymedia
Part 6.3

GOOGLE+, THE LAND OF
THOSE WHO DON’T WANT
TO STAY ON FACEBOOK
Google Hangout
Part 6.4

TOOLS TO HELP YOU
MANAGE YOUR PRESENCE
ON SOCIAL NETWORKS
Feedly
Buffer
Buffer + Tweriod
IFTTT
IFTTT
Part 7

CREATING YOUR BLOG
Why you have to create one ?

2x

a blog doubles the visits on your site
Source: nowmedia.it
3 ways to use a Blog

Project/Product team
Prod./Serv. Development
Corporate
What matter?

QUALITY
Helps you stay on
top of the discussion

QUANTITY
Helps you to reach a
wider audience
When to post?
corriere.it

Rerun
Rai5
Find hot topics
Find hot topics
Find hot topics
Part 8

DIGITAL PR: GET IN TOUCH
AND SPREAD THE WORD
Why Digital PR?
What matters for journalists?
What are they looking for?
Who to contact

TOPICS

Eco, tech, food…

ACTUALITY
AUDIENCE

Are people talking
about this topic ?
Mainstream, experts,
f...
Where to find emails

SMALL SITES
BIG MEDIA

Redazione
SPECIFIC
SECTION

Journalist
Create a standard email
INTRODUCTION
REASON
LINKS

Who, What, When, Where and Why

Why are you trying to get in touch?

to...
Build your media contact list
Name Surname Country

Media

Topic

VIP?

JOHN

JOHNER

US

FOOD&HEALTH

FOOD

NO

FRANK

FR...
Part 9

THE MANY ADVANTAGES
OF CROWDFUNDING
A powerful way to start your journey

Collect money
Meet your supporters
Spread the word
Results
Funds collected

Facebok Fans

Founders

Twitter followers

Visits

NL subs.
Part 10

MARKETING
AND E-COMMERCE
3 fundamental rules

INSIST
3 fundamental rules

INSIST
INSIST
3 fundamental rules

INSIST
INSIST
INSIST
The 4P (or: the marketing mix)

Product

Price

Promotion

Place
(distribution)
Segment your customers
Segment your customers

Geographic

Behavioral

by Occasions

by Benefit
Find your Personas

Davide

Arduino

34 years old,
Architect,
traveller, single,
no children
Income: 60k+/y

45 years old,...
What are you selling ?
Creating an E-Commerce

ON YOUR SITE

+ increase brand awarn.
+ increase your rank on
Google
- needs more time to be
imple...
E-Commerce on third-party webs

CATEGORY

Handcraft,
designers, makers…

CUSTOMERS

Instruction, income,
gender, origin…

...
Social Commerce platforms

on Facebook

on your site

on the
community
Social Commerce platforms
Prestashop
Magento
E-Commerce on Wordpress
The checkout process
The checkout process

100

10

8

7
The checkout process
Catalog depth ?
Shopping experience?
Price ?

100

10
-90

8

7
The checkout process

100

60

5
-55

4
The checkout process
Complex process?
Not clear information?
Payments Methods?

100

60

5

4
Part 10

INCREASE SALES
(LOW COST VERSION)
Mail Marketing
Mailchimp
Mailchimp
Mailchimp
Mailchimp
Newsletter funnel

Sent

Opens

Clicks

Conversions
Newsletter funnel
What happen
on your site

Sent

Opens

Clicks

Conversions
Build your list

e-mail *
Name *
Surname *
Use MM to segment
Weekly Newsletter
Main topic
Something important you’ve done or you’ll
do soon…
Topic 1

Topic 2

Topic ...
Use MM to segment
Weekly Newsletter
Main topic
Something important you’ve done or you’ll
do soon…
Topic 1

Topic 2

Topic ...
Use MM to segment
Ecology
User 1
User 2

Tech
User 3
User 4
User 5
User 6
User 7
User 8
…

Health
User 9
User 10
User 11
U...
Customize: merge tags
Customize: conditionals
Use Mailchimp as a CRM
Mailchimp + Social Pro Addon
Mailchimp + Social Pro Addon
Conclusions and resumen

TAKE ADVANTAGE
FROM BEING NO-ONE AND
DISCOVER YOUR CUSTOMERS
Internet is…

Authenticity

Talk about you, your ideas, your goals,
the problem you’re aiming to solve and
the problems yo...
Internet is…

Exchanging value

Talk with your audience, listen to them
and continuosly learn about their needs
Internet is…

People

Ask them to help you. Ask friends at the
beginning, then ask directly to your
customers. If you are ...
Internet is…

Freedom of speech

You can’t control conversation, you can
just influence it (but this is a good
beginning t...
Internet is…

Customization

Tune your offer depending on the
findings you’ve made about your
customers and offer them jus...
Internet is…

A pot full of information
Use it to design your strategy in a more
effective way. Provide the information
yo...
Internet is…

Collaboration

Shift your way of thinking from “I’ll do
everything” to “let people help me”.
This creates aw...
Internet is…

Everywhere

Think at the internet not like a virtual
world, but about something that (intinge)
reality. So d...
Internet is…

A test environment

Use the internet to test your assumption
and create your pretotypes. Find the
low-cost t...
Final thanks
Icons from

The Noun Project
a great project aiming at building
a global visual language
www.thenounproject.c...
THE END!

Thank you for your attention,
hope this was useful
ant.scribano@gmail.com
it.linkedin.com/in/antonioscribano
www...
Resources
Books

Website + E-commerce Tools

P. Peretti, Marketing Digitale – Scenari,
strategie, strumenti, Apogeo, Milan...
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Internet for Startuppers

  1. 1. Internet for startuppers use of low-cost internet tools for the development of Minimum Viable Projects By Antonio Scribano Trieste, Sept. 6th, 2013
  2. 2. Who I am
  3. 3. About Fattelo!
  4. 4. What are the advantages?
  5. 5. What are the advantages?
  6. 6. What are the advantages?
  7. 7. But… what does a designer do? Karim Rashid Juicy Salif by P. Starck
  8. 8. Designers are problem solvers
  9. 9. Everything is designed
  10. 10. Everything is designed
  11. 11. Everything is designed
  12. 12. Everyone is a designer YOU CAN DESIGN
  13. 13. Everyone is a designer PRODUCT DESIGN
  14. 14. Everyone is a designer EXHIBITION DESIGN
  15. 15. Everyone is a designer USER EXPERIENCE DESIGN
  16. 16. Everyone is a designer BUSINESS MODEL DESIGN
  17. 17. Everyone is a designer STRATEGIC DESIGN
  18. 18. Everyone is a designer COMMUNICATION DESIGN
  19. 19. What are we talking about ? MVP Minimum Viable Product
  20. 20. What are we talking about ? MVP Minimum Viable Project
  21. 21. What stage?
  22. 22. Where we are Hi!
  23. 23. What about the costrains?
  24. 24. What we’ll learn - How the internet works (in a simplified style) What to do to communicate your project How to use the web to collect data and understand more about your audience and your customers How to spread the word about your project How to start selling online and some basic techniques to increase sales
  25. 25. Part 1 VERY VERY VERY BRIEF HISTORY OF THE INTERNET (FROM A USER PERSPECTIVE)
  26. 26. Something for experts
  27. 27. User-generated content
  28. 28. Feedback
  29. 29. The revolution of social networks
  30. 30. Going mobile
  31. 31. From message to dialogue
  32. 32. From message to dialogue
  33. 33. From Brand Image to Brand Committment
  34. 34. The word of mouth 75% of people thinks companies don’t say the truth in their advertising Source: www.unica.com
  35. 35. A new keyword AUTHENTICITY Share your story, ask for participation
  36. 36. It’s easier with web 2.0
  37. 37. So, how can we use the www? Collect data Spread the word Get in touch
  38. 38. Part 2 CREATING YOUR FIRST COMMUNICATION STRATEGY
  39. 39. Asset #1: a great project Solves an important issue (useful) Solves it in a creative way (innovative) Excite people (fascinating)
  40. 40. Some basic facts
  41. 41. Some basic facts
  42. 42. Some basic facts
  43. 43. Some basic facts
  44. 44. Some basic facts Channels Values Language (+ knowledge)
  45. 45. Step 1: find the values Open philosophy DIY ecology Makers participation change reuse project entrepreneurship future youth Do/learn
  46. 46. Why it is useful? Open philosophy ecology project Makers participation DIY community change customization future reuse entrepreneurship youth Do/learn
  47. 47. Step 2: choose your language Hilarious Generic Technical Serious
  48. 48. Step 2: choose your language The boy in the pub downstairs Hilarious Generic Technical The referee for your article Serious
  49. 49. Step 3: find the channels OWNED You can manage them, you build your audience COMMUN. CHANNELS NOT OWNED Someone else manage them, have their own audience Website Blog SN pages Web radio Youtube channel … Online/offline mag. Blogs Communities Forums SN pages ….
  50. 50. Step 3: find the channels OWNED You can manage them, you build the audience COMMUN. CHANNELS NOT OWNED Someone else manage them, have their own audience Website Blog SN pages Web radio Youtube channel … Online/offline mag. Blogs Communities Forums SN pages ….
  51. 51. Don’t forget your choices 1. VALUES Ecology, fairness, equality… 2. LANGUAGE 3. CHANNELS Direct, funny, technical… Owned (website, blog, SN) Not Owned (community, online magazines…)
  52. 52. Part 3 MINIMUM COMMUNICATION KIT
  53. 53. The name 1. Distinctive 2. Meaningful 3. Memorable
  54. 54. The name Italian litteral translation for DIY (backstory) FATTELO! 1. Distinctive 2. Meaningful 3. Memorable Stay short
  55. 55. The name Italian litteral translation for DIY (backstory) FATTELO! 1. Distinctive 2. Meaningful 3. Memorable Stay short
  56. 56. The logo 1. 2. 3. Convey a big idea Embody strategic positioning Differentiate you from the competition
  57. 57. Creating your first logo
  58. 58. Creating your first logo
  59. 59. The press release HEADLINE + DATE INTRODUCTION BODY Briefly summarizes the news Who, What, When, Where and Why Further explanations and relevant details CONTACT INFORMATION Write down your telephone number!
  60. 60. The press release HEADLINE + DATE INTRODUCTION BODY Briefly summarizes the news Who, What, When, Where and Why Further explanations and relevant details CONTACT INFORMATION Write down your telephone number!
  61. 61. Images and videos
  62. 62. Images and videos
  63. 63. Infographics Source: unbounce.com
  64. 64. Infographics Source: unbounce.com
  65. 65. Infographics Source: unbounce.com
  66. 66. Use Dropbox
  67. 67. Part 4 CREATING YOUR BRAND NEW WEBSITE (SPENDING REALLY FEW MONEY)
  68. 68. Get in touch Tell your story Get in touch Collect data
  69. 69. Really low-cost options / Wordpress or Tumblr + URL Domain name + Free Template
  70. 70. Wordpress on dedicated hosting
  71. 71. Wordpress: plugins plugintable.com
  72. 72. Wordpress on dedicated hosting + Wordpress URL + Domain name + Web Hosting + DB + Protection Template
  73. 73. Find your template
  74. 74. Which template? Responsive Support plugin Easily customizable
  75. 75. Part 5 IMPLEMENT ANALYTICS AND DISCOVER THE FULL POTENTIAL OF YOUR WEBSITE
  76. 76. What is Google Analytics?
  77. 77. What are KPIs? Key Performance I ndicator
  78. 78. Number of visitors / Time spent
  79. 79. Demographics
  80. 80. Demographics
  81. 81. Technology
  82. 82. Traffic sources
  83. 83. Traffic sources (search)
  84. 84. Traffic sources (referral)
  85. 85. Visitors flow
  86. 86. Event tracking
  87. 87. App pretotyping
  88. 88. Goals and conversion funnel Event 1 Event 2 Event 3 Event 4 Goal
  89. 89. Goals and conversion funnel Downl. /Buy 411 Select product Qty Pay now Sale 76 71 20 4
  90. 90. E-commerce conversions
  91. 91. E-commerce conversions
  92. 92. Increase visits and purchases Visitors Interested YOU Customers
  93. 93. Increase visits and purchases
  94. 94. Ex.: Statistics for eppela.it Age Income 25-44 0-30K $ Education Time spent Graduated 4:40 min Origin Italy (86,6%) Source: www.alexa.com
  95. 95. Quantcast Nytimes.com
  96. 96. Quantcast Nytimes.com
  97. 97. Technorati
  98. 98. Part 6 THE AMAZING WORLD OF SOCIAL NETWORKS
  99. 99. What are SNs ?
  100. 100. Type of Social Networks CATEGORY Generic MECHANISM AUDIENCE specific 120 characters, image pinning… Cross-gen, young people, researchers…
  101. 101. Social Networks population Leading social networks worldwide as of July 2013, ranked by number of registered users (in millions) Source: Statista 2013
  102. 102. Type of Social Networks Source: Pew Research Center, 2013
  103. 103. Type of Social Networks Source: Pew Research Center, 2012
  104. 104. Type of Social Networks Source: Pew Research Center, 2013
  105. 105. Type of Social Networks Source: Pew Research Center, 2012
  106. 106. Type of Social Networks Source: Pew Research Center, 2012
  107. 107. And Social Media?
  108. 108. 3 basic rules to manage SMs Rule #1 Think to SMs as tools to enable conversation
  109. 109. 3 basic rules to manage SMs Rule #2 You can’t control conversation, but You can influence it
  110. 110. 3 basic rules to manage SMs Rule #3 Influence is the basic to get in touch and start building a relationship
  111. 111. Part 6.1 FACEBOOK, THE LAND OF LEISURE AND TIME WASTE
  112. 112. Edge Rank Your FB page + content
  113. 113. Edge Rank Your FB page + content
  114. 114. Edge Rank Your FB page + content
  115. 115. Edge Rank Your FB page + content
  116. 116. Edge Rank in detail Source: jenders.com, 2012
  117. 117. Increase fans POST CONTENT to let people interact SPAM FRIENDS! to start collecting fans and spread the word! Tip: use “Autoselect all FB friends” browser extension
  118. 118. Publish content Relevant ORIGINAL Understandable Use images and videos CONTENT Relevant FROM OTHERS Coherent with your project and values Understandable
  119. 119. TIP #1: How to write posts 80 char. Posts 80 characters or less in lenght have 27% higher engagement rates Source: Buddymedia
  120. 120. TIP #2: When to post Source: Buddymedia
  121. 121. TIP #2: When to post The less people want to be at work, the more they are on Facebook! Source: Buddymedia
  122. 122. TIP #3: Fan follows instructions Source: Buddymedia
  123. 123. TIP #4: Use soft seller KW Source: Buddymedia
  124. 124. TIP #5: Ask questions Posts that end with a question have a 15% higher engagement rate Don’t ask Why, ask Where, When, Would & Should Source: Buddymedia
  125. 125. Learn! 2nd June 2013 – 30th Aug. 2013
  126. 126. Learn!
  127. 127. Learn!
  128. 128. Part 6.2 TWITTER: THE LAND OF PEOPLE WHO ARE INTERESTED IN SOMETHING
  129. 129. A different way of interacting 120 char.
  130. 130. TIP #1: Post during weekends Source: Buddymedia
  131. 131. TIP #3: Tweet during busy hours Source: Buddymedia
  132. 132. TIP #4: Use different SNs Source: Buddymedia
  133. 133. TIP #5: Tweet from 1 to 4 tw/day Source: Buddymedia
  134. 134. TIP #6: Use less than 100 characters Source: Buddymedia
  135. 135. TIP #7: Links drive RT Source: Buddymedia
  136. 136. TIP #8: Use hashtags Source: Buddymedia
  137. 137. TIP #9: Use images Source: Buddymedia
  138. 138. TIP #9: Ask to R-E-T-W-E-E-T Source: Buddymedia
  139. 139. Part 6.3 GOOGLE+, THE LAND OF THOSE WHO DON’T WANT TO STAY ON FACEBOOK
  140. 140. Google Hangout
  141. 141. Part 6.4 TOOLS TO HELP YOU MANAGE YOUR PRESENCE ON SOCIAL NETWORKS
  142. 142. Feedly
  143. 143. Buffer
  144. 144. Buffer + Tweriod
  145. 145. IFTTT
  146. 146. IFTTT
  147. 147. Part 7 CREATING YOUR BLOG
  148. 148. Why you have to create one ? 2x a blog doubles the visits on your site Source: nowmedia.it
  149. 149. 3 ways to use a Blog Project/Product team Prod./Serv. Development Corporate
  150. 150. What matter? QUALITY Helps you stay on top of the discussion QUANTITY Helps you to reach a wider audience
  151. 151. When to post? corriere.it Rerun Rai5
  152. 152. Find hot topics
  153. 153. Find hot topics
  154. 154. Find hot topics
  155. 155. Part 8 DIGITAL PR: GET IN TOUCH AND SPREAD THE WORD
  156. 156. Why Digital PR?
  157. 157. What matters for journalists?
  158. 158. What are they looking for?
  159. 159. Who to contact TOPICS Eco, tech, food… ACTUALITY AUDIENCE Are people talking about this topic ? Mainstream, experts, families…
  160. 160. Where to find emails SMALL SITES BIG MEDIA Redazione SPECIFIC SECTION Journalist
  161. 161. Create a standard email INTRODUCTION REASON LINKS Who, What, When, Where and Why Why are you trying to get in touch? to video, images and other resources CONTACT INFORMATION and ask for a response! PRESS RELEASE attached
  162. 162. Build your media contact list Name Surname Country Media Topic VIP? JOHN JOHNER US FOOD&HEALTH FOOD NO FRANK FRANKER DE TECH ADDIKT TECH NO JOAN LOAN ES ANDANDO HEALTH YES KARL MARX URSS HISTORY TV HISTORY YES
  163. 163. Part 9 THE MANY ADVANTAGES OF CROWDFUNDING
  164. 164. A powerful way to start your journey Collect money Meet your supporters Spread the word
  165. 165. Results Funds collected Facebok Fans Founders Twitter followers Visits NL subs.
  166. 166. Part 10 MARKETING AND E-COMMERCE
  167. 167. 3 fundamental rules INSIST
  168. 168. 3 fundamental rules INSIST INSIST
  169. 169. 3 fundamental rules INSIST INSIST INSIST
  170. 170. The 4P (or: the marketing mix) Product Price Promotion Place (distribution)
  171. 171. Segment your customers
  172. 172. Segment your customers Geographic Behavioral by Occasions by Benefit
  173. 173. Find your Personas Davide Arduino 34 years old, Architect, traveller, single, no children Income: 60k+/y 45 years old, Engineer, DIYer, tech addicted, married. Income: 72k+/y Architect He has is own studio and likes to travel worldwide to get inspiration. Needs: he’s looking for original designs to show to friends Engineer Works for a big company, he’s a DIYer and like to experiment with technology. Needs: interesting things to make and experiment on
  174. 174. What are you selling ?
  175. 175. Creating an E-Commerce ON YOUR SITE + increase brand awarn. + increase your rank on Google - needs more time to be implemented ON 3rd PARTY E-COMMERCE + wider audience (community) + already tested - lower margin - less customization ONLINE SHOP
  176. 176. E-Commerce on third-party webs CATEGORY Handcraft, designers, makers… CUSTOMERS Instruction, income, gender, origin… FUNCTIONS Promo, shipping costs, catalogue, embed…
  177. 177. Social Commerce platforms on Facebook on your site on the community
  178. 178. Social Commerce platforms
  179. 179. Prestashop
  180. 180. Magento
  181. 181. E-Commerce on Wordpress
  182. 182. The checkout process
  183. 183. The checkout process 100 10 8 7
  184. 184. The checkout process Catalog depth ? Shopping experience? Price ? 100 10 -90 8 7
  185. 185. The checkout process 100 60 5 -55 4
  186. 186. The checkout process Complex process? Not clear information? Payments Methods? 100 60 5 4
  187. 187. Part 10 INCREASE SALES (LOW COST VERSION)
  188. 188. Mail Marketing
  189. 189. Mailchimp
  190. 190. Mailchimp
  191. 191. Mailchimp
  192. 192. Mailchimp
  193. 193. Newsletter funnel Sent Opens Clicks Conversions
  194. 194. Newsletter funnel What happen on your site Sent Opens Clicks Conversions
  195. 195. Build your list e-mail * Name * Surname *
  196. 196. Use MM to segment Weekly Newsletter Main topic Something important you’ve done or you’ll do soon… Topic 1 Topic 2 Topic 3 I.e. Ecology I.e. Tech I.e. Health Link Link Link
  197. 197. Use MM to segment Weekly Newsletter Main topic Something important you’ve done or you’ll do soon… Topic 1 Topic 2 Topic 3 I.e. Ecology I.e. Tech I.e. Health 10% Link 70% Link 20% Link
  198. 198. Use MM to segment Ecology User 1 User 2 Tech User 3 User 4 User 5 User 6 User 7 User 8 … Health User 9 User 10 User 11 User 12
  199. 199. Customize: merge tags
  200. 200. Customize: conditionals
  201. 201. Use Mailchimp as a CRM
  202. 202. Mailchimp + Social Pro Addon
  203. 203. Mailchimp + Social Pro Addon
  204. 204. Conclusions and resumen TAKE ADVANTAGE FROM BEING NO-ONE AND DISCOVER YOUR CUSTOMERS
  205. 205. Internet is… Authenticity Talk about you, your ideas, your goals, the problem you’re aiming to solve and the problems you’re facing.
  206. 206. Internet is… Exchanging value Talk with your audience, listen to them and continuosly learn about their needs
  207. 207. Internet is… People Ask them to help you. Ask friends at the beginning, then ask directly to your customers. If you are authentic and fair, they’ll listen
  208. 208. Internet is… Freedom of speech You can’t control conversation, you can just influence it (but this is a good beginning to engage with people). Say what you think!
  209. 209. Internet is… Customization Tune your offer depending on the findings you’ve made about your customers and offer them just what they need.
  210. 210. Internet is… A pot full of information Use it to design your strategy in a more effective way. Provide the information your customers need. Don’t get overwhelmed!
  211. 211. Internet is… Collaboration Shift your way of thinking from “I’ll do everything” to “let people help me”. This creates awareness and sense of participation
  212. 212. Internet is… Everywhere Think at the internet not like a virtual world, but about something that (intinge) reality. So don’t forget the offline!
  213. 213. Internet is… A test environment Use the internet to test your assumption and create your pretotypes. Find the low-cost tools you need to build them
  214. 214. Final thanks Icons from The Noun Project a great project aiming at building a global visual language www.thenounproject.com (All the icons are property of their respective owners)
  215. 215. THE END! Thank you for your attention, hope this was useful ant.scribano@gmail.com it.linkedin.com/in/antonioscribano www.fattelo.com
  216. 216. Resources Books Website + E-commerce Tools P. Peretti, Marketing Digitale – Scenari, strategie, strumenti, Apogeo, Milano 2011 A. Welher, J. Katz, Brand Atlas, Wiley, 2011 Wordpress –wordpress.org Prestashop – prestashop.com Magento – magento.com Marketing Blogs E-consultancy – econsultancy.com Analytics and Statistics Google Analytics – analytics.google.com Global Web Index – globalwebindex.net Alexa –alexa.com Quantcast –quantcast.com Technorati –technorati.com Buddy Media – salesforcemarketingcloud.com SN management tools Bufferapp – www.bufferapp.com Tweriod – tweriod.com IFTTT – ifttt.com Mail Marketing tools Mailchimp – mailchimp.com News aggregators Feedly – feedly.com
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