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Raffaele Cirullo
Head of Internal and External
media @EnelGroup
Roma, 17 maggio 2014
Content is the KING!
Il content marketing nell’impresa 2.0
Raffaele Cirullo
Head of Internal and External Media @EnelGroup
3
Quali sono le questioni e le parole chiave per
affrontare la rivoluzione digitale oggi?
flickr.com/photos/ph0t0s/85398375
La velocità delle
comunicazioni elettroniche
impone all’azienda di saper
metabolizzare e...
5
Usare i giusti linguaggi e canali,
con un messaggio uniforme ma adattato ai
codici espressivi di ogni piattaforma e di o...
Costruire alleanze e
dialogare con la “folla” (crowd),
perché ciò che raccontiamo non si
muove da noi agli altri in manier...
7
Ampliare lo
spettro
d’analisi
Utilizzare tutte le tecnologie
di relazione interfacciandole
con i diversi target di
utili...
8
La reazione delle persone è la “fuga”
Crede ai contenuti
editoriali
69%
Crede alla
pubblicità
8%
delle persone
fa “skip”...
9
dichiara di
consultare il web
prima di
effettuare un
acquisto
89%
del tempo online
è speso dagli
utenti per i
contenuti
...
10
“Content marketing is a pull,
rather than a push, strategy.”
“Content doesn’t interrupt,
it attracts.”
— Rebecca Lieb, ...
11
CONVERGED
MEDIA
PAID MEDIA
OWNED
MEDIA
EARNED
MEDIA
Contenuti
brandizzati
Contenuti
sponsorizzati
Contenuti
condivisi
B...
Nuove logiche di contenuto e relazione con i
destinatari
#GUERRIERI
Storie da un Paese che non si arrende
Enel Lab
7 start-up
15 milioni di euro in 3 anni
Enel Cuore
10 anni
576 progetti
52 milioni di euro
Le storie di
Enel
Teas...
Spot TV (Paid Media)
Stampa (Paid Media)
Più di
1milione di
navigatori
Oltre
4.000
iscritti alla
piattaforma di
storytelling
guerrieri.enel.com
Più di
1.500
storie...
Il programma TV – (Paid, Owned, Earned Media)
Integrazione Business Sport
Diversità Famiglia
Sociale
Campagna “Good news” Corriere della sera ed Enel
• 29 novembre: pagina bianca
• Richiesta alle persone: scrivi la tua stor...
Oltre la Brand Integration
Content is the King!
ENGAGEMENT
REALE
PIATTAFORMA
STORYTELLING
ADVERTISING
FLIGHT 1
ADVERTISING
FLIGHT 2
BRAND
INTEGRATION...
Raffaele Cirullo
Head of Internal and External
media @EnelGroup
Roma, 17 maggio 2014
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Raffaele Cirullo - InspiringPR 2014

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La rivoluzione digitale oggi - InspiringPR 17 maggio Mestre (VE)

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Raffaele Cirullo - InspiringPR 2014

  1. 1. Raffaele Cirullo Head of Internal and External media @EnelGroup Roma, 17 maggio 2014
  2. 2. Content is the KING! Il content marketing nell’impresa 2.0 Raffaele Cirullo Head of Internal and External Media @EnelGroup
  3. 3. 3 Quali sono le questioni e le parole chiave per affrontare la rivoluzione digitale oggi?
  4. 4. flickr.com/photos/ph0t0s/85398375 La velocità delle comunicazioni elettroniche impone all’azienda di saper metabolizzare e decodificare tutti i messaggi che riceve o che è in grado di intercettare nel più breve tempo possibile, identificando caso per caso le azioni necessarie.
  5. 5. 5 Usare i giusti linguaggi e canali, con un messaggio uniforme ma adattato ai codici espressivi di ogni piattaforma e di ogni pubblico e con ogni tipo di contenuto: video documentari, articoli web, opinioni, commenti, lanci “pubblicitari”…
  6. 6. Costruire alleanze e dialogare con la “folla” (crowd), perché ciò che raccontiamo non si muove da noi agli altri in maniera unidirezionale, ma rimbalza e viene rielaborato da molti attori.
  7. 7. 7 Ampliare lo spettro d’analisi Utilizzare tutte le tecnologie di relazione interfacciandole con i diversi target di utilizzatori individuati Stimolare il coinvolgimento attraverso un percorso graduale di comunicazione partecipata e interattiva
  8. 8. 8 La reazione delle persone è la “fuga” Crede ai contenuti editoriali 69% Crede alla pubblicità 8% delle persone fa “skip” sugli spot in TV delle persone ignora il direct mailing degli utenti che ricevono mail dalle aziende non sottoscrive delle persone preferisce conoscere le aziende da articoli piuttosto che dalla pubblicità FONTE: Demand Metric, mktg advisory firm La fuga dalla comunicazione PUSH
  9. 9. 9 dichiara di consultare il web prima di effettuare un acquisto 89% del tempo online è speso dagli utenti per i contenuti delle persone dedica tempo leggendo dei brand che interessano loro delle persone apprezza il fatto di conoscere un’azienda attraverso contenuti customizzati legge testi di marketing almeno una volta al mese delle persone è spinto a cercare un prodotto dopo aver letto contenuti sullo stesso Cambiano le istanze di informazione
  10. 10. 10 “Content marketing is a pull, rather than a push, strategy.” “Content doesn’t interrupt, it attracts.” — Rebecca Lieb, Advertising Age “Content has to be informational, educational, entertaining.” — Sam Decker, Mass Relevance
  11. 11. 11 CONVERGED MEDIA PAID MEDIA OWNED MEDIA EARNED MEDIA Contenuti brandizzati Contenuti sponsorizzati Contenuti condivisi BRANDIZZATI SPONSORIZZATI CONDIVISI La complessità dello scenario aggiunge “livelli di sovrapposizione” ovvero contenuti: Scenario
  12. 12. Nuove logiche di contenuto e relazione con i destinatari
  13. 13. #GUERRIERI Storie da un Paese che non si arrende
  14. 14. Enel Lab 7 start-up 15 milioni di euro in 3 anni Enel Cuore 10 anni 576 progetti 52 milioni di euro Le storie di Enel Teaser on line (owned media) Play Energy 450.000 studenti Investmenti 27,2 miliardi di euro
  15. 15. Spot TV (Paid Media)
  16. 16. Stampa (Paid Media)
  17. 17. Più di 1milione di navigatori Oltre 4.000 iscritti alla piattaforma di storytelling guerrieri.enel.com Più di 1.500 storie Più di 2.500 votanti 48.000 tweets Storytelling (Owned Media) Source: STP Eurisko, 2013 – Forte riconoscibilità almeno una decodifica 43,3%, con una decodifica attinente del 38% Adesione ai linguaggi innovativa 31,9% – affidabile 25,5% dinamica 22,3%
  18. 18. Il programma TV – (Paid, Owned, Earned Media) Integrazione Business Sport Diversità Famiglia Sociale
  19. 19. Campagna “Good news” Corriere della sera ed Enel • 29 novembre: pagina bianca • Richiesta alle persone: scrivi la tua storia positiva per l’Italia • Una a settimana: storie collezione sul Corriere della Sera • A fine dicembre: una pagina piena di buone notizie Cyberlegs Tensive SPQR Bioreactor 3 DOCUMENTARI Partnership editoriali innovative (Paid, Earned Media)
  20. 20. Oltre la Brand Integration
  21. 21. Content is the King! ENGAGEMENT REALE PIATTAFORMA STORYTELLING ADVERTISING FLIGHT 1 ADVERTISING FLIGHT 2 BRAND INTEGRATION & PARTNERSHIP EDITORIALI PROGRAMMA TV WEB / SOCIAL TV + STAMPA COINVOLGIMENTO PERSONE PARTNERSHIP CON EDITORI SETTEMBRE / OTTOBRE AGOSTO NOVEMBRE DICEMBRE
  22. 22. Raffaele Cirullo Head of Internal and External media @EnelGroup Roma, 17 maggio 2014

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