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[Ristoranti Social] Web Marketing per ristoratori - Livello Avanzato

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Corso di Web Marketing per ristoratori, offerto da Confesercenti Ravenna a tutti i ristoranti associati.
Focus su gestione e creazione di contenuti, Facebook e Instagram ADS, come utilizzare TripAdvisor come strumento di marketing.

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[Ristoranti Social] Web Marketing per ristoratori - Livello Avanzato

  1. 1. #RistorantiRavenna Corso Ristoranti Social @carlottamolesta Carlotta Taroni Novembre 2015
  2. 2. 2 Perché un ristorante NECESSITA di una pagina facebook? • I contenuti visuali sono su Facebook • Le informazioni sono su Facebook • Le rencesioni sono su Facebook • Il passaparola è su Facebook • Tramite le sponsorizzazioni a pagamento delle pagine Facebook, con pochi euro è possibile raggiungere un pubblico vicino e potenzialmente interessato al proprio prodotto
  3. 3. 3 Content Management FAQ – Frequently Asked Questions • Quanti contenuti bisogna pubblicare perché una pagina resti attiva ed utile? Almeno 4 a settimana. • A che ora è meglio pubblicare contenuti? Fascia oraria 12 – 13 e 18 – 19. • Che tipo di contenuti è meglio pubblicare? #foodporn
  4. 4. 4 A proposito di contenuti visuali… Quale fra questi due post vi invoglia ad andare al ristorante?
  5. 5. 5 Una bella foto di cibo, postata all’orario giusto, parla da sola.
  6. 6. 6 A proposito di contenuti didascalici… Quale fra questi due post vi invoglia ad andare al ristorante?
  7. 7. 7 Le regole dei contenuti didascalici su Facebook: • Reticenza ed ironia non funzionano • Post concisi e diretti • Call to action • Attenzione ai refusi! • Una bella foto parla da sola.
  8. 8. 8 Piano Editoriale Cos’è? Calendario delle pubblicazioni Perché è utile? Organizzazione; risparmio di tempo; contro i blocchi e cali di creatività. Come si crea? Definendo giorno per giorno i post della settimana (o del mese), scegliendo tipologia del post e il contenuto, programmando i post per tutta la settimana.
  9. 9. 9 Piano Editoriale Esempio di piano editoriale su base giornaliera.
  10. 10. 10 Facebook Insights Come utilizzare l’analisi dei dati per migliorare la propria strategia di pubblicazioni. I dati più importanti da monitorare: • Provenienza dei “Mi piace” della pagina • Quando i tuoi fan sono online • Tipi di post • Le persone a cui piace la tua pagina
  11. 11. 11 Facebook Insights Provenienza dei Mi Piace della pagina • Utilità di AdWords e di eventuali inserzioni a pagamento • Siti che menzionano la tua pagina facebook • Importanza del mobile
  12. 12. 12 Facebook Insights Quando i tuoi fans sono online Orari e giorni in cui è meglio pubblicare affinché la copertura sia massima.
  13. 13. 13 Facebook Insights Tipi di post Qual è la tipologia di post più efficace e coinvolgente
  14. 14. 14 Facebook Insights I tuoi fan Delineare la demografica dei likes, permette di produrre contenuti adatti alla propria audience in base a sesso, età e provenienza
  15. 15. 15 Facebook Advertising • Il futuro della pubblicità è su Facebook • “Spendi poco e ti diverti” oppure “Poca spesa, tanta resa” • Pubblico targetizzato in base a: geolocalizzazione, sesso, età, interessi.
  16. 16. 16 Facebook Advertising Come creare un AD di successo • Conosci il tuo pubblico • Definisci un obiettivo (es: iscrizioni ad un evento) • Definire un target (nel caso dei ristoranti, il dato più utile è la prossimità) • Verificare le analitiche dopo ogni AD • Bisogna avere la consapevolezza che il Facebook ADS da solo non basta: bisogna ottimizzare anche email marketing, Google AdWords, prestazioni e marketing offline.
  17. 17. VALUE >< VALUE >< 17 COMPANY PRESENTATION Instagram
  18. 18. 18 Le cinque fondamenta di Instagram • Non Social Media, ma Community Management • Network building • Hashtag • “Your audience is you brand ambassador” • Content Management
  19. 19. 19 Community Management su Instagram “Non basta essere presenti” • Postare almeno 3-4 volte a settimana • Interagire per ricevere interazioni • Reinterpretando Follow4Follow e Like4Like • Repost delle foto taggate e/o geolocalizzate “Your audience is your brand ambassador” Verso la creazione di un network di riferimento
  20. 20. 20 Hashtag #RistorantiRavenna #igersravenna #ig_ravenna #food #foodporn Vostro hashtag proprietario
  21. 21. 21 Content Management Com’è, come si scatta e come si edita una foto per Instagram? • Luce, contrasto, colori, composizione. • Instagram, Photogrid, SnapSeed, Vsco Cam. • Pubblicazioni in linea con i trend topic del momento
  22. 22. 22 @trippamilano Foto brandizzata #foodporn Luce e composizione
  23. 23. 23 @owla @lumadeline “Salgo sulle sedie per fotografare colazioni”
  24. 24. 24 @hamholyburger Moda degli hambuger (cupcakes, pancakes, crumble, waffles…) #foodporn Foto brandizzata
  25. 25. Engagement su Instagram 25 • Likes, commenti, repost • Postare foto di clienti abituali • Postare foto dello staff, in modo da renderlo riconoscibile • Guest Post: invitare food blogger a mangiare nel proprio ristorante • Online Meets Offline (es: #iltuopiattoallasghisa, #InCucinaMIDiletto
  26. 26. Instagram Advertising 26 Sponsorizzazioni su Instagram Perché usarle Come si creano Power Editor Overview
  27. 27. Instagram Advertising 27 • Pubblicità a pagamento su Instagram (= Facebook Advertising) • Siccome utilizza il Power Editor di FB, si può scegliere il pubblico a cui targetizzarla. • E’ possibile utilizzarla pur non avendo un account instagram.
  28. 28. Instagram Advertising Guida all’acquisto di pubblicità per instagram direttamente dal Power Editor di Facebook 28 Fase 1 – Selezionare l’obiettivo dell’IG ADS • Download dell’app • Click al sito
  29. 29. Instagram Advertising 29 Fase 2 Creare l’ADS Dopo aver creato la campagna con le opzioni “click al sito” o “scarica l’app”, selezionare Instagram come luogo dell’inserzione. NB: non è possibile selezionare sia Instagram che Facebook.
  30. 30. Instagram Advertising 30 Fase 2 Editare l’AD • Inserire l’URL al sito allo store dove scaricare l’app • Inserire la foto e il testo dell’ad
  31. 31. Instagram Advertising 31 Fase 4 – AD Reporting
  32. 32. TripAdvisor 32
  33. 33. TripAdvisor 33
  34. 34. TripAdvisor 34 Come rispondere ad una recensione negativa. • Così come la recensione, anche la risposta è pubblica. • Utilizzare le risposte ai commenti negativi come strumento di marketing: scusarsi degli errori oppure giustificarli, invitare a fare ritorno nel proprio ristorante, offrire un aperitivo/una bottiglia di vino. • MAI perdere la calma! Rileggere prima di pubblicare la risposta.
  35. 35. 35 What else? Ditemelo voi!

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