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ALESSANDRA FARABEGOLI | BTO11 Right here, right now

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BTO11 | Right here, right now
www.buytourismonline.com
Firenze, Stazione Leopolda
#2 Scientific Hall
Day TWO giovedì 21 marzo 2019
11.20 : 13.10
Usare in modo strategico i canali digitali: Email, Facebook e Instagram Marketing per il turismo

Alessandra Farabegoli, Web strategist e formatrice

Oggi il customer journey è sempre più frammentato e differenziato e per qualunque attività è fondamentale individuare e sviluppare i propri vantaggi competitivi e mettere a fuoco le customer personas, per comprendere come usare in modo strategico i canali online e offline.

Enrico Marchetto, Veronica Gentili e Alessandra Farabegoli condurranno un excursus sulle caratteristiche, potenzialità, best&worst practices di quelli che sono forse i canali digitali più importanti, anche per chi opera nel turismo: Facebook, Instagram e Email Marketing.

Published in: Marketing
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ALESSANDRA FARABEGOLI | BTO11 Right here, right now

  1. 1. USARE IN MODO STRATEGICO I CANALI DIGITALI ALESSANDRA FARABEGOLI – VERONICA GENTILI – ENRICO MARCHETTO
  2. 2. EMAIL MARKETING ALESSANDRA FARABEGOLI www.alessandrafarabegoli.it
  3. 3. ALESSANDRA FARABEGOLI Dalla fine degli anni '90 aiuta aziende, enti e professionisti a usare Internet per fornire un servizio migliore, guadagnare di più e lavorare meglio. È autrice di Sopravvivere alle informazioni su Internet, Email Marketing con MailChimp, Email marketing in pratica, e coautrice di Marketing in un mondo digitale, tutti pubblicati da Apogeo. Nel 2012 ha fondato insieme a Gianluca Diegoli il progetto di formazione Digital Update, proponendo in tutta Italia corsi sulle strategie digitali e l’uso degli strumenti online. Insieme a Miriam Bertoli e Gianluca Diegoli ha dato vita al Freelancecamp, evento annuale che aggrega una community di centinaia di freelance.
  4. 4. Qualche tempo fa mi hanno chiesto di lavorare sul tema email marketing insieme ai soci di un consorzio di albergatori della Riviera Romagnola. Per prepararmi, sono andata a studiarmi i loro siti. In particolare, mi interessava capire se e come proponevano ai visitatori di comunicare attraverso il canale email. ANTEFATTO
  5. 5. L’ISCRIZIONE-BASE Un modulo generico, spesso nascosto in fondo alla pagina, senza un perché né un quando: “iscrizioni per caso”
  6. 6. UNO SFORZO IN PIÙ Qui si spiega come verrà usata la mail, che tipo di messaggi si manderanno: in pratica, una sintesi dell’informativa.
  7. 7. EVVIVA! Non solo mi dici cosa scriverai, ma lo spieghi in tono garbato e con un tono di voce umano. E in più mi mandi anche un regalo!
  8. 8. LE DECLINAZIONI DELL’EMAIL MARKETING
  9. 9. UN TOUCHPOINT RICORRENTE
  10. 10. DEM La mandiamo noi, nel momento in cui vogliamo • spingere • promuovere • raccontare • vendere qualcosa che riguarda la NOSTRA attività.
  11. 11. DEM La mandiamo noi, nel momento in cui vogliamo • spingere • promuovere • raccontare • vendere qualcosa che riguarda la NOSTRA attività.
  12. 12. DEM La mandiamo noi, nel momento in cui vogliamo • spingere • promuovere • raccontare • vendere qualcosa che riguarda la NOSTRA attività.
  13. 13. NEWSLETTER Un appuntamento regolare, frutto di un contratto fra: • CHI SCRIVE, che ha promesso di mandare certi contenuti con una certa periodicità • CHI RICEVE, che ha dichiarato il proprio interesse a ricevere quei contenuti e la disponibilità a leggerli con quella periodicità
  14. 14. NEWSLETTER Un appuntamento regolare, frutto di un contratto fra: • CHI SCRIVE, che ha promesso di mandare certi contenuti con una certa periodicità • CHI RICEVE, che ha dichiarato il proprio interesse a ricevere quei contenuti e la disponibilità a leggerli con quella periodicità
  15. 15. NEWSLETTER Un appuntamento regolare, frutto di un contratto fra: • CHI SCRIVE, che ha promesso di mandare certi contenuti con una certa periodicità • CHI RICEVE, che ha dichiarato il proprio interesse a ricevere quei contenuti e la disponibilità a leggerli con quella periodicità
  16. 16. NEWSLETTER Un appuntamento regolare, frutto di un contratto fra: • CHI SCRIVE, che ha promesso di mandare certi contenuti con una certa periodicità • CHI RICEVE, che ha dichiarato il proprio interesse a ricevere quei contenuti e la disponibilità a leggerli con quella periodicità
  17. 17. EMAIL “SU RICHIESTA” Uno o più messaggi, spesso di contenuto informativo, pronti a essere mandati nel momento in cui qualcuno li richiede.
  18. 18. EMAIL “SU RICHIESTA” Uno o più messaggi, spesso di contenuto informativo, pronti a essere mandati nel momento in cui qualcuno li richiede.
  19. 19. EMAIL “SU RICHIESTA” Uno o più messaggi, spesso di contenuto informativo, pronti a essere mandati nel momento in cui qualcuno li richiede.
  20. 20. EMAIL “SU RICHIESTA” Uno o più messaggi, spesso di contenuto informativo, pronti a essere mandati nel momento in cui qualcuno li richiede.
  21. 21. AUTOMATISMI Messaggi automatici, che partono nel momento in cui accade qualcosa nella vita di chi li riceve: • chiede informazioni • prenota • termina il soggiorno
  22. 22. AUTOMATISMI Messaggi automatici, che partono nel momento in cui accade qualcosa nella vita di chi li riceve: • chiede informazioni • prenota • termina il soggiorno
  23. 23. AUTOMATISMI Messaggi automatici, che partono nel momento in cui accade qualcosa nella vita di chi li riceve: • chiede informazioni • prenota • termina il soggiorno
  24. 24. AUTOMATISMI Messaggi automatici, che partono nel momento in cui accade qualcosa nella vita di chi li riceve: • chiede informazioni • prenota • termina il soggiorno
  25. 25. DEM NEWSLETTER ON DEMAND AUTOMATION
  26. 26. • Delle vostre DEM, è un caso raro che importi qualcosa a qualcuno • È durissimo mantenere nel tempo l’interesse per una newsletter • Avete qualcosa di bello / importante / utile? Offritelo a tutti! Ora! • Curate ossessivamente l’utilità / coerenza / tempestività dei vostri messaggi automatici LA DURA VERITÀ
  27. 27. COME STA LA MAILING LIST? • Da dove arrivano i nominativi? • Vi hanno dato un consenso esplicito? • Sono clienti? • Da quanto tempo non ricevono posta da voi? • Quando è stata l’ultima volta che hanno comprato da voi? • Quando è stata l’ultima volta che vi hanno letto? • Cosa si aspettano da voi? • Perché dovrebbero leggere “questo” messaggio?
  28. 28. WHAT’S IN IT FOR ME? • Mi fai ridere • Mi commuovi • Mi fai sentire una persona migliore • Mi fai sognare di evadere dal quotidiano • Mi dai la scusa per perdonare un mio difetto / vizio / debolezza • Mi fai guadagnare / risparmiare (ma davvero) • Mi fai giocare / misurare / competere con gli altri • Mi spieghi come risolvere un problema pratico (ma deve essere il mio e devo sentirne forte la pressione) • Mi insegni qualcosa di non scontato e mi fai fare bella figura con altri • Mi fai risparmiare tempo offrendomi trucchi / metodi / soluzioni • Mi fai scoprire qualcosa di nuovo, mi fai venire nuove idee (di stile, cucina, viaggi, design) • Mi fai sentire “parte di” (una comunità, una causa)
  29. 29. VENDERE ESSERE UTILI INFORMARE CURARE LA RELAZIONE
  30. 30. • Possiamo SEGMENTARE, scegliendo a chi scrivere in base a molti criteri (storia d’acquisto, engagement, caratteristiche e ruolo) • Possiamo PERSONALIZZARE, inserendo in ciascun messaggio elementi che “risuonano” con chi legge • Possiamo intervenire in momenti diversi del CUSTOMER JOURNEY rafforzando la relazione e migliorando la percezione del brand COME CI AIUTA L’EMAIL MARKETING
  31. 31. E SE PROPRIO NON VA… L’email marketing non è stalking: lasciamo dietro di noi un buon ricordo.

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