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Le meraviglie delle relazioni inline

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Le meraviglie delle relazioni inline

  1. 1. Giulia Mentore,Director Digital CommunicationsWeber Shandwick ItalyMilan | 20 maggio 2011
  2. 2. • Giulia Mentore, Director Digital Communications in Weber Shandwick Italia• Mi occupo di PR online più o meno dal 2005 e cerco di supportare i miei clienti nell’approcciare al meglio il mondo di internet e la relazione online, individuando strategie e tattiche inline• Non sono un’informatica
  3. 3. Ho iniziato a fare PR nel 1993 internet esisteva già, ma le relazioni le tenevamo così …
  4. 4. RP: la disciplina elettiva della relazione edell’influenza da sempre storytelling 1.0 http://www.flickr.com/photos/faberitius/1162948113/
  5. 5. Obiettivi, risultati, dinamiche, tempi diversidall’offline …tanta confusione, tante domande …
  6. 6. • Quale ruolo dare al web nel mio communication mix?• Come faccio a relazionarmi pubblicamente per parlare con gli utenti direttamente?• Devo parlare con tutti?• Devo pensare anuovi messaggi e conseguentemente a nuove tattiche?
  7. 7. “the way we choose information maycontinue to evolve through social channelsand via WOM… but mainstream news remainsthe primary source from which we pullrelevant information to disseminate to ourpeers”
  8. 8. 40% dei consumatori europeispesso non crede a ciò che ha letto online fino a quando non ha potuto verificare i fatti su un media tradizionale Fonte: KRC per Weber Shandwick
  9. 9. I consumatori europei sotto i 35 anni sonopiù propensi a considerare influenti riviste e giornali rispetto agli over 35
  10. 10. Consumatori italiani che considerano giornali e riviste molto o abbastanza influenti
  11. 11. Spesso o qualche volta non credo a recensioni di altri utenti, commenti su forum e socialnetwork fino a quando non ho verificato i fatti su media tradizionali
  12. 12. Consumatori italiani che considerano suggerimenti e raccomandazioini online tanto o abbastanza influenti
  13. 13. • Il 35% dei consumatori europei è interessato a interagire sui social network con i brand
  14. 14. • Il 34% invece dice di no
  15. 15. Social Media o Distribuzione Sociale dei MassMedia? http://giornalaio.wordpress.com/2011/04/11/social-media-o- distribuzione-sociale-dei-mass-media Il consumo televisivo non è in crisi ma addirittura in aumento (Nielsen Featured Insights aprile 2011) Non riguarda solo l’Italia o gli over 50, ma anche i giovani e i giovanissimi Il trend crescente è quello della fruizione contemporanea Chi “ama” la rete crede di vivere nell’era dei social media…. Dati recenti sembrerebbero confermare la leadership dei mainstream media
  16. 16. Take away 1 non sono cambiati i bisogni di comunicazione delle persone ma il modo di soddisfarli. Le persone (le stesse) sono contemporaneamente offline e online…
  17. 17. Take away 2 La coerenza (rispetto ai canali) dei messaggi è fondamentale …quello che cambia è il ruolo che le persone attribuiscono ai messaggi ricevuti dai diversi interlocutori offline e online
  18. 18. Quindi …
  19. 19. Take away 3 Prima di pensare al “dove” … pensiamo al “cosa” e quando abbiamo ben chiaro il “cosa” consideriamo il “dove”
  20. 20. OFFLINEONLINE
  21. 21. Take away 4 Pensiamo a una storia unica e forte in grado di essere declinata offline e online al tempo stesso …
  22. 22. OFFLINEUna storia Una storiaraccontata condivisa perper essere continuare acondivisa essere ONLINE raccontata dai clienti
  23. 23. Grazie!!!

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