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Social Marketing: Facebook PMI e fan page aziendali

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[Facebook, PMI, Social Marketing] - Lo scopo dell’indagine è chiarire l’atteggiamento degli utenti Facebook nei confronti delle pagine aziendali. In particolare ci si è chiesto: cosa cercano gli utenti quando consultano le pagine delle aziende nei social network e in Facebook in particolare? Cosa desiderano leggere? Cosa non gradiscono? E perché abbandonano un fan page aziendale?

Dalla ricerca viene fuori che gli utenti si collegano quotidianamente a Facebook (86%) sia da casa che dal posto di lavoro; cosa che si spiega anche grazie all’uso sempre più diffuso degli smartphone. Infatti il 57% degli intervistati si collega a Facebook più volte al giorno, che uniti a coloro che si collegano solo una volta al giorno, ci dicono che ben
il 78% degli intervistati si collega a Facebook almeno una volta al giorno.

Questa frequenza così alta si spiega con due diverse motivazioni:

1) Facebook è usato anche per lavoro (gruppi di scambio informazioni) perché, per certi versi, risulta molto più pratico delle email.

2) I giovani (e meno giovani) lo usano come piattaforma di scambio messaggi a discapito delle email.

Proprio sul punto n.2, una ricerca di ComScore mette in luce come tra gli utenti sotto i 54 anni ci sia una caduta libera (-48%) dell’uso dell’email per lo scambio di informazioni.

Facebook conta, in Italia, 20 milioni di utenti. È un utile strumento di comunicazione che dovrebbe essere utilizzato con intelligenza dalle aziende le quali devono per prima cosa comprendere chi è l’utente medio che utilizza questo social network.

Questo ipotetico utente

-Si collega ogni santo giorno, anche più volte al giorno.
-Lo scopo è il contatto sociale ed il mantenimento delle relazioni.
-Nell’80% dei casi è fan di almeno una pagina aziendale.
-Effettua volentieri il passaparola con i suoi amici (condividi).
-Usa (o vorrebbe usare) le fan page come strumento d’informazione ed aggiornamento, ma anche per comunicare con l’azienda.
-Vorrebbe proporre nuovi prodotti e servizi, e vorrebbe che l’azienda quanto meno s’interessasse.
-Desidera servizi e prodotti esclusivi per lui che è fan.
-Non ama che l’azienda scriva troppi messaggi, odia i post inutili o solo pubblicitari o ripetuti; per questi motivi è disposto a lasciare la fan page.

Per saperne di più, leggi quest'articolo:
http://www.marketingsocialnetwork.it/2012/web-marketing/facebook-e-pmi/

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Social Marketing: Facebook PMI e fan page aziendali

  1. 1. www.marketingsocialnetwork.it 1
  2. 2. www.marketingsocialnetwork.it Social/Web Marketing SEO Expert Neuro Web Designer Web Analyst Copywriter Community Manager MASSIMO PETRUCCI Consulente Web Marketing www.marketingsocialnetwork.it 2
  3. 3. www.marketingsocialnetwork.it 3
  4. 4. www.marketingsocialnetwork.it MITO DA SFATARE N.1 4
  5. 5. www.marketingsocialnetwork.it MITO DA SFATARE N.1 • Tempo per capire la piattaforma • Assegnazione delle responsabilità (chi fa cosa) • La creazione di contenuti utili • Il monitoraggio dei risultati • Gli strumenti per il monitoraggio su vasta scala • Lo sviluppo e la coltivazione delle relazioni 5
  6. 6. www.marketingsocialnetwork.it MITO DA SFATARE N.2 6
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  8. 8. www.marketingsocialnetwork.it MITO DA SFATARE N.3 8
  9. 9. www.marketingsocialnetwork.it 9
  10. 10. www.marketingsocialnetwork.it + = 10
  11. 11. www.marketingsocialnetwork.it + = 11
  12. 12. www.marketingsocialnetwork.it 12
  13. 13. www.marketingsocialnetwork.it 13
  14. 14. www.marketingsocialnetwork.it 14
  15. 15. www.marketingsocialnetwork.it 15
  16. 16. www.marketingsocialnetwork.it 16
  17. 17. www.marketingsocialnetwork.it 17
  18. 18. www.marketingsocialnetwork.it Temi aziendali Temi sociali Temi politici 18
  19. 19. www.marketingsocialnetwork.it 19
  20. 20. www.marketingsocialnetwork.it Domanda a risposta multipla Aziende, 68% (Oh yeaah!) Personaggi pubblici, 62,5% Enti no profit, 45,8% Istituzioni pubbliche, 33,7% Altro, 6,0% 20
  21. 21. www.marketingsocialnetwork.it Domanda a risposta multiplaAltri amici erano già fan, 74,7% Le persone iniziano aTramite ricerca su Facebook, 42,7% cercare in FacebookDal sito web dell’azienda, 36%Passaparola tra amici/colleghi, 30,8%Email dell’azienda, 11,7%Pubblicità online (es. banner), 11,0%Pubblicità offline (non su Internet), 2,9% 21
  22. 22. www.marketingsocialnetwork.it Domanda a risposta multipla il 72,6% per interessi personali ed hobby il 55,6% per essere informato ed avere notizie sull’azienda il 31,0% per un forte senso di appartenenza con l’azienda 22
  23. 23. www.marketingsocialnetwork.it Domanda a risposta multipla il 60% non si pone in relazione con l’azienda il 39% interagisce di cui il 53% scrive commenti e suggerimenti 23
  24. 24. www.marketingsocialnetwork.it Domanda a risposta multipla Condivide i contenuti nella pagina (60,6%). Ne parla (fuori da Facebook) con amici (37%). Partecipa ad eventi (reali) segnalati nella pagina (32,7%). Non fa nulla. (24,3%) Chiede altre informazioni aggiuntive (15,8%). Compra un servizio/prodotto (5,7%). 24
  25. 25. www.marketingsocialnetwork.it 25
  26. 26. www.marketingsocialnetwork.it 26
  27. 27. www.marketingsocialnetwork.it Domanda a risposta multipla Contenuti ed iniziative esclusive per i fan (43,2%). Più attenzione alle richieste ed ai suggerimenti espressi dai fan (34,8%). Assistenza su prodotti e servizi (26%). Risposte e spiegazioni a reclami postati dagli utenti (23,4%). 27
  28. 28. www.marketingsocialnetwork.it Domanda a risposta multipla Troppi messaggi (65%) Troppa pubblicità (50%) Notizie poco interessanti (40%) Pochi messaggi (10%) 28
  29. 29. www.marketingsocialnetwork.it 29
  30. 30. www.marketingsocialnetwork.it Si collega tutti i giorni. Mantiene le relazioni e cerca informazioni. È fan di una pagina aziendale (80%). Effettua il passaparola con i suoi amici (online e offline). Vuole usare le fan page come strumento d’informazione ed aggiornamento, ma anche per comunicare con l’azienda. Suggerisce nuovi prodotti e servizi. Desidera servizi e prodotti esclusivi per i fan. Non ama i messaggi pubblicitari e/o ripetuti. 30
  31. 31. www.marketingsocialnetwork.it Questo progetto non parla, ascolta. Questo progetto non dice, fa. Questo progetto non insegna, impara.Approfondimento:http://goo.gl/06B7U 31

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