Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
IT’S SOCIAL
IT’S MINE
ROMA| 12 NOVEMBRE 2013
LA RICERCA

LA COSTRUZIONE ONLINE
DELL’INTENZIONE DI
ACQUISTO
/
DUE STRUMENTI UTILIZZATI

Panel
1.000 soggetti
intervistati

Oltre 50.000 conversazioni
analizzate
/

/
23.000
INDIVIDUI

Panel
“per costruire
la conoscenza
che non c’era”

1.000

Rappresentativi
In collaborazione
della popola...
IL
FRAMEWORK
DI SOCIAL
MEDIA
INTELLIGENCE
DI OMD

Chi ne
parla

5

/

/
RAGGRUPPIAMO LE FONTI
Motori di Ricerca

Comparatori

Forum&Community

Siti/blog tematici

Social Network

Siti, blog e pr...
PROVOCAZIONI
E FALSI MITI…

7

/

/
CHE CI
FAI ONLINE?

70%
48%

35%
8

/

/
MI
INFORMO
SUI
BLOG!

70%

72%

56%
9

/

/
TWITTER?
TROPPO
DIFFICILE!

30%
36 percent of 1,067
people who have
joined Twitter say
they do not use it.
20 Ottobre 2013...
E-COMMERCE:
SARÀ
SICURO?

80%

75%

30%
11

/

/
DOMANDA E
OFFERTA DI
CONTENUTI ONLINE
12

/

/
QUELLO
CHE SI
CERCA…

Cerco informazioni in Rete su prodotti delle
seguenti aree merceologiche
TECNOLOGIA
TURISMO
EVENTI
M...
E QUELLO CHE SI TROVA…
AUTOMOTIVE
EVENTI
MODA & DESIGN

TECNOLOGIA
TURISMO

BELLEZZA
ALIMENTI & BEVANDE

PROD. FIN.
0

20....
2.

.2

3.
DOMANDA

.1
.3

4.

.4

5.

.5

6.

.6

7.
8.

In alcuni mercati
l’offerta di contenuto
non rispecchia la
doman...
LE TRE FASI
DELL’INTENZIONE
D’ACQUISTO

16

/

/
LE TRE FASI DELL’INTENZIONE DI ACQUISTO

1

2

3

Informazioni
preliminari

Informazioni
comparative

Approfondimento
pre-...
LE TRE FASI DELL’INTENZIONE DI ACQUISTO

1

2

3

Informazioni
preliminari

Informazioni
comparative

Approfondimento
pre-...
FASE 1: INFORMAZIONI PRELIMINARI
AUTOREVOLEZZA DELLA FONTE

17%

42%

Siti specialistici, blog verticali

Social Network
F...
FASE 1: LE FONTI ISTITUZIONALI
Il «primo
passo» per
acquisire
informazioni

TECNOLOGIA
20%

TURISMO

42%

44%

57% vs 43%
...
FASE 1: IL PESO DEI SOCIAL MEDIA
Il «gate» di
accesso
privilegiato

EVENTI
11%

MODA & DESIGN

34%

15%

41%

42% vs 58%

...
LE TRE FASI DELL’INTENZIONE DI ACQUISTO

1

2

3

Informazioni
preliminari

Informazioni
comparative

Approfondimento
pre-...
FASE 2: INFORMAZIONI COMPARATIVE
AUTOREVOLEZZA DELLA FONTE

Cresce
l’importanza
degli Esperti:
+8pp

INFORMAZIONI SPECIFIC...
LE TRE FASI DELL’INTENZIONE DI ACQUISTO

1

2

3

Informazioni
preliminari

Informazioni
comparative

Approfondimento
pre-...
FASE 3: APPROFONDIMENTO PRE-ACQUISTO
6%
RELAZIONE PERSONALE

[-35pp]

37%
[+12pp]

25%
ESPERIENZA E
CONDIVISIONE

INFORMAZ...
LA COSTRUZIONE ONLINE DELL’INTENZIONE DI ACQUISTO
50%

ESPERTI

45%

+ 20pp
- 9pp

35%
30%

25%
20%

ESPERIENZA E CONDIVIS...
Brand
Owned
Media

Campagna

Prodotto «Reale»

Prosumers
Earned
Media

COMPORTAMENTO

QUELLO CHE «VEDONO» GLI UTENTI
Utent...
LA CONVERSAZIONE ONLINE:
TRE MAPPE CONCETTUALI

28

/

/
I LUOGHI DELLA CONVERSAZIONE
Sono in cerca di…

Lo cerco in…

Ne parlo con…

Informazioni
specifiche

Owned Media

Il Bran...
OWNED MEDIA
Il Brand
Cliente
Reale

Aspirazionale

Problematico

Specialista

Infiltrato

Condivisione
Amplificazione

Sup...
EARNED E SHARED MEDIA
prima opinione

Cliente prossimale

esperienze

rivalsa

(Esperti e
Redattori)

consolida opinione

...
CONCLUSIONI
/
DA CONSUMATORE A FAN CONSAPEVOLE

33

/

/
GRAZIE

34
Upcoming SlideShare
Loading in …5
×

It's Social it's Mine - OMD

1,718 views

Published on

Un Brand presente sui Social Network è nostro amico? Quali sono i passi che separano un "I like" da un "I buy"? Chi o cosa in Rete può davvero farci cambiare opinione? OMD presenta una ricerca esclusiva per scoprire come l'interazione "social" influenza la costruzione online dell'intenzione di acquisto.

Published in: Social Media
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

It's Social it's Mine - OMD

  1. 1. IT’S SOCIAL IT’S MINE ROMA| 12 NOVEMBRE 2013
  2. 2. LA RICERCA LA COSTRUZIONE ONLINE DELL’INTENZIONE DI ACQUISTO /
  3. 3. DUE STRUMENTI UTILIZZATI Panel 1.000 soggetti intervistati Oltre 50.000 conversazioni analizzate / /
  4. 4. 23.000 INDIVIDUI Panel “per costruire la conoscenza che non c’era” 1.000 Rappresentativi In collaborazione della popolazione con duepuntozero italiana “on-line” di Doxa SOGGETTI INTERVISTATI 4 / /
  5. 5. IL FRAMEWORK DI SOCIAL MEDIA INTELLIGENCE DI OMD Chi ne parla 5 / /
  6. 6. RAGGRUPPIAMO LE FONTI Motori di Ricerca Comparatori Forum&Community Siti/blog tematici Social Network Siti, blog e profili Corporate 6 / /
  7. 7. PROVOCAZIONI E FALSI MITI… 7 / /
  8. 8. CHE CI FAI ONLINE? 70% 48% 35% 8 / /
  9. 9. MI INFORMO SUI BLOG! 70% 72% 56% 9 / /
  10. 10. TWITTER? TROPPO DIFFICILE! 30% 36 percent of 1,067 people who have joined Twitter say they do not use it. 20 Ottobre 2013 10 / /
  11. 11. E-COMMERCE: SARÀ SICURO? 80% 75% 30% 11 / /
  12. 12. DOMANDA E OFFERTA DI CONTENUTI ONLINE 12 / /
  13. 13. QUELLO CHE SI CERCA… Cerco informazioni in Rete su prodotti delle seguenti aree merceologiche TECNOLOGIA TURISMO EVENTI MODA & DESIGN AUTOMOTIVE BELLEZZA PRODOTTI FINANZIARI ALIMENTI & BEVANDE 0% 20% 40% 60% 80% 13 / 100% /
  14. 14. E QUELLO CHE SI TROVA… AUTOMOTIVE EVENTI MODA & DESIGN TECNOLOGIA TURISMO BELLEZZA ALIMENTI & BEVANDE PROD. FIN. 0 20.000 40.000 60.000 80.000 100.000 120.000 140.000 160.000 180.000 Volume di conversazioni / /
  15. 15. 2. .2 3. DOMANDA .1 .3 4. .4 5. .5 6. .6 7. 8. In alcuni mercati l’offerta di contenuto non rispecchia la domanda effettiva OFFERTA LA DOMANDA E L’OFFERTA DI CONTENUTO A CONFRONTO 1. .7 .8 15 / /
  16. 16. LE TRE FASI DELL’INTENZIONE D’ACQUISTO 16 / /
  17. 17. LE TRE FASI DELL’INTENZIONE DI ACQUISTO 1 2 3 Informazioni preliminari Informazioni comparative Approfondimento pre-acquisto 17 / /
  18. 18. LE TRE FASI DELL’INTENZIONE DI ACQUISTO 1 2 3 Informazioni preliminari Informazioni comparative Approfondimento pre-acquisto 18 / /
  19. 19. FASE 1: INFORMAZIONI PRELIMINARI AUTOREVOLEZZA DELLA FONTE 17% 42% Siti specialistici, blog verticali Social Network Forum & Community Servizio al consumatore INFORMAZIONI SPECIFICHE 41% Motori di Ricerca Siti di Aziende Comparatori ESPERIENZA E CONDIVISIONE 19 / /
  20. 20. FASE 1: LE FONTI ISTITUZIONALI Il «primo passo» per acquisire informazioni TECNOLOGIA 20% TURISMO 42% 44% 57% vs 43% 39% 38% AUTOMOTIVE 27% 17% PRODOTTI FINANZIARI 43% 15% 55% 30% 18-24 25-34 35-44 45-54 30% 55-64 0% INFORMAZIONI SPECIFICHE AUTOREVOLEZZA DELLA FONTE 10% 20% 30% 40% ESPERIENZA E CONDIVISIONE 20 / /
  21. 21. FASE 1: IL PESO DEI SOCIAL MEDIA Il «gate» di accesso privilegiato EVENTI 11% MODA & DESIGN 34% 15% 41% 42% vs 58% 44% 55% BELLEZZA 15% ALIMENTI & BEVANDE 36% 14% 42% 18-24 25-34 35-44 45-54 49% 44% 55-64 0% INFORMAZIONI SPECIFICHE AUTOREVOLEZZA DELLA FONTE 10% 20% 30% 40% ESPERIENZA E CONDIVISIONE 21 / /
  22. 22. LE TRE FASI DELL’INTENZIONE DI ACQUISTO 1 2 3 Informazioni preliminari Informazioni comparative Approfondimento pre-acquisto 22 / /
  23. 23. FASE 2: INFORMAZIONI COMPARATIVE AUTOREVOLEZZA DELLA FONTE Cresce l’importanza degli Esperti: +8pp INFORMAZIONI SPECIFICHE MERCATI “FREDDI” 27% [+7pp] 25% (+8pp) 34% (-7pp) ESPERIENZA E CONDIVISIONE 43% [-3pp] 30% [-4pp] 41% MERCATI “CALDI” 22% [+8pp] (-1pp) 39% [+1pp] 39% [-9pp] 23 / /
  24. 24. LE TRE FASI DELL’INTENZIONE DI ACQUISTO 1 2 3 Informazioni preliminari Informazioni comparative Approfondimento pre-acquisto 24 / /
  25. 25. FASE 3: APPROFONDIMENTO PRE-ACQUISTO 6% RELAZIONE PERSONALE [-35pp] 37% [+12pp] 25% ESPERIENZA E CONDIVISIONE INFORMAZIONI SPECIFICHE 32% - le voci autorevoli - i nostri pari - le persone che conosciamo AUTOREVOLEZZA DELLA FONTE [-2pp] 25 / /
  26. 26. LA COSTRUZIONE ONLINE DELL’INTENZIONE DI ACQUISTO 50% ESPERTI 45% + 20pp - 9pp 35% 30% 25% 20% ESPERIENZA E CONDIVISIONE + 25pp 40% RELAZIONE PERSONALE INFORMAZIONI SPECIFICHE Credibilità dell’ADV* 15% 10% - 36pp 5% 0% Fase 1 Informazioni preliminari Fase 2 Comparative Fase 3 Pre-acquisto % Il suggerimento di persone che conosco 84% Le opinioni dei consumatori online 69% Contenuti editoriali autorevoli 68% * Nielsen’s latest Trust In Advertising report (Sep 2013) 29,000 consumers in 58 countries 26 / /
  27. 27. Brand Owned Media Campagna Prodotto «Reale» Prosumers Earned Media COMPORTAMENTO QUELLO CHE «VEDONO» GLI UTENTI Utenti Shared Media Prodotto «Percepito» Prodotto «Condiviso» / /
  28. 28. LA CONVERSAZIONE ONLINE: TRE MAPPE CONCETTUALI 28 / /
  29. 29. I LUOGHI DELLA CONVERSAZIONE Sono in cerca di… Lo cerco in… Ne parlo con… Informazioni specifiche Owned Media Il Brand Autorevolezza della fonte Earned Media L’Esperto Esperienza e condivisione Shared Media L’Appassionato 29 / /
  30. 30. OWNED MEDIA Il Brand Cliente Reale Aspirazionale Problematico Specialista Infiltrato Condivisione Amplificazione Supporto incondizionato Sentiment negativo Analisi del prodotto Critica incondizionata Ambassador Fan Critico Esperto Appassionato Bastian Contrario Osservatori non partecipanti / /
  31. 31. EARNED E SHARED MEDIA prima opinione Cliente prossimale esperienze rivalsa (Esperti e Redattori) consolida opinione prove prodotto Earned Media Neofita Critico reputation testimonial Ambassador reputation Shared Media (Appassionati) crea domanda Fan crea domanda contribuisce Appassionato contribuisce credibilità Esperto credibilità Bastian contrario / /
  32. 32. CONCLUSIONI /
  33. 33. DA CONSUMATORE A FAN CONSAPEVOLE 33 / /
  34. 34. GRAZIE 34

×