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Che cos'è e a cosa serve una brand community?

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L'intervento di Giovanni Pola, direttore generale di Connexia, al convegno "Macro-trend 2013: sempre più brand community" organizzato nel corso della Social Media Week di Torino #SMWBRANDCOMMUNITY

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Che cos'è e a cosa serve una brand community?

  1. 1. #SMWBRANDCOMMUNITY Cos’è e a cosa serve una brand community? Giovanni Pola Direttore Generale Connexia twitter: @giovannipolalunedì 24 settembre 12
  2. 2. Back to the basics... Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  3. 3. Back to the basics... Organizations and their leaders have seized on collaboration and selforganization as powerful new levers to cut costs, innovate faster, cocreate with customers and partners, and to usher their organizations into the twenty-first century business environment Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  4. 4. Cos’è una brand community? Per chi partecipa: un luogo di aggregazione di individui che interagiscono attorno ad un interesse condiviso e dove le interazioni sono supportate dalla tecnologia Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  5. 5. Cos’è una brand community? Per le aziende: uno strumento per conoscere e coinvolgere, attraverso una propria rete di relazioni, i propri stakeholder: clienti, dipendenti, investitori... Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  6. 6. Progettiamo la nostra comunità online 1) Consciousness of a kind 2) Shared rituality 3) “Together as one” Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  7. 7. 1/3 Consciousness of a kind Cosa unisce gli appartenenti alla nostra community fin dalla sua origine? legame emotivo Valori (ecologia, giustizia, ...) Passione (bricolage, automobismo, ...) Stato personale (mamma, avvocato, ...) Necessità (lavori casalinghi, bellezza, ..) Prodotto (caffé, mobili, ...) interesse concreto Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  8. 8. 2/3 Shared rituality Cosa tiene insieme la community durante la sua esistenza? Rituali condivisi e distintivi basati su: 1.Usability • carico cognitivo basso • condivisione frictionless 2.Pointification • riconoscimento del contributo • vantaggi concreti (sconti!) • riconoscimenti simbolici (applausi) 3.Gamification • difficoltà incrementali • spezzare la routine Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  9. 9. 3/3 “Together as one” La community di successo dovrà sviluppare una sua “individualità collettiva”. Il community manager dovrà puntare a: • sviluppare dinamiche collaborative • fornire obiettivi di gruppo • fornire riconoscimenti (concreti e simbolici) di gruppo Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  10. 10. Ross Mayfield, "Power Law of Participation", 2006 Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  11. 11. Le attese degli utenti O:enere*scon-/promozioni* Partecipare*a*ricerche/sondaggi* Trovare*contenu-*in*linea*con*le*mie*passioni/interessi* Leggere*i*post/i*contenu-*pubblica-*dalla*marca/azienda* Commentare*i*post/i*contenu-*pubblica-*dalla*marca/azienda* Entrare*in*relazione*con*altri*uten-*fan*della*marca*o*del*prodo:o* Pubblicare*materiali*crea-*da*me*(foto/tes-/video)* 0" 20" 40" 60" 80" 100" 120" Non*può*mancare* Mi*piacerebbe* Mi*lascia*indifferente* Non*vorrei*ci*fosse* Fonte: Italia2.0 di Duepuntozero Research – settembre 2012 Base totale iscritti e frequentatori settimanali di almeno 1 brand community Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  12. 12. 3 modalità di engagement profondità ampiezza Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  13. 13. 3 modalità di engagement profondità conversation ampiezza Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  14. 14. 3 modalità di engagement profondità conversation ampiezza Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  15. 15. 3 modalità di engagement profondità conversation contribution ampiezza Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  16. 16. 3 modalità di engagement profondità conversation contribution ampiezza Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  17. 17. 3 modalità di engagement profondità conversation contribution cocreation ampiezza Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  18. 18. 1/3 Conversation • Obiettivo: confronto generico sull’interesse aggregante (prodotto, brand o passione) • Stimolata dal piano editoriale del brand • Social networks: fanpage, boards, ... • Tools: post, sondaggi, like, sharing, ... Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  19. 19. 2/3 Contribution • Obiettivo: Creazione di progetti condivisi fra brand e utenti • Possibilità di implementare database utenti, clusterizzazione e CRM • Tools: user generated content, facebook app, community website, contest, e-loyalty, ... Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  20. 20. 3/3 Cocreation Obiettivo: innovare l’azienda costruendo insieme e concretamente la sua azione (comunicazione, prodotti, servizi, organizzazione...) • Necessità di una partecipazione profilata • Tools: community di ricerca, crowdsourcing, ... Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  21. 21. Una fanpage può essere una brand community? Sì, per attività di conversation ma è utile implementare un sistema integrato per conoscere i fan e ingaggiarli in modo selettivo Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  22. 22. La metodologia BestFriends Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  23. 23. Piattaforma di community integrata “ThePlaceTM” social sharing ideas management prospect campaign gamification user generated content consumer e-loyalty insights crm Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  24. 24. Piattaforma di community integrata “ThePlaceTM” social sharing ideas management prospect campaign gamification user generated content consumer e-loyalty insights crm conversation Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  25. 25. Piattaforma di community integrata “ThePlaceTM” social sharing ideas management prospect campaign gamification user generated content consumer e-loyalty insights crm conversation Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  26. 26. Piattaforma di community integrata “ThePlaceTM” social sharing ideas management prospect campaign gamification user generated content consumer e-loyalty insights crm contribution conversation Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  27. 27. Piattaforma di community integrata “ThePlaceTM” social sharing ideas management prospect campaign gamification user generated content consumer e-loyalty insights crm contribution conversation Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  28. 28. Piattaforma di community integrata “ThePlaceTM” social sharing ideas management prospect campaign gamification user generated content consumer e-loyalty insights crm cocreation contribution conversation Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12
  29. 29. Community e cambiamento External - market Miglioramento servizi/ Innovazione di prodotto/ prodotti servizio Apertura nuovi mercati Social CRM Acquisizione nuovi clienti Comunicazione bidirezionale nei Disruptive confronti degli stakeholder Adaptive Retail experience Migliore comprensione delle necessità del mercato di Identificazione talenti riferimento Change management Miglioramento coesione e cooperazione tra le divisioni Ottimizzazione condivisione delle info Internal - companylunedì 24 settembre 12
  30. 30. Una brand community perchè... • mi permette la gestione dell’indentità dell’utente • crea un legame più forte fra brand e stakeholder • permette di gestire un percorso di innovazione a 360° condiviso e modulare Macro-trend 2013: sempre più brand Communitylunedì 24 settembre 12

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