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SI PUO PARLARE DI ROI
NELLO STORYTELLING?
Riflessioni e casi studio
24 novembre 2016 Assolombarda
Nike: Unlimited You
Pubblicato il 04 ago 2016
Life isn’t about finding your limits. It’s about realizing you have none.
Begin your story here....
Tutto deve essere misurato,
soprattutto su internet per poter
scegliere ed adattare una campagna
di comunicazione
Lo story...
“The story you tell is how you make authentic emotional connections
with the customers and clients you want to serve. It l...
Lo storytelling può essere applicato ad una campagna oppure ancor
meglio ad una strategia complessiva che parte da
sito pe...
Perché calcolare il ROI?
Per scoprire il valore generato da una campagna singola o da
più campagne in ottica di strategia ...
Definisci prima di tutto i tuoi
goals e saprai esattamente
quali sono i dati e i risultati da
considerare quando andrai a
...
Quali sono gli obiettivi della tua campagna?
• Brand awareness
• incremento followers sui social
• traffico sul sito
• aum...
Crea una conversazione con i tuoi pubblici.
Ascoltali!
Non si parla più di target, come dice Andrea
Fontana:
«il target no...
Monitora i dati quantitativi,
ma soprattutto quelli qualitativi.
Un esempio per riposizionare un brand e aumentare le prenotazioni di un hotel
 sito
 video
 fan page
Dati quantitativi:...
Tools per misurare il ROI
Uso di hashtag sui social media
Google Analytics
Servizi di Tracking a pagamento quali ad esempi...
Non valutare solo campagne singole (tattiche),
ma una strategia più ampia.
Analisi settimanali per poter definire meglio...
A/B test
- lunghezza dei testi
- frequenza di pubblicazione
- tipologia di contenuti (video, testi, foto)
- orari di pubbl...
Tavola rotonda dal tema “Quanto vale un racconto’
Con la narrazione d’impresa, un piano di analisi, che
tenga conto di div...
Le metriche quantitative
(visualizzazioni, aumento del
numero di fan) sono importanti, ma
è necessario fare uno sforzo in ...
Secondo Michele Tesoro-Tess 3 tipi di metriche:
• metriche di output  efficienza del progetto ad es. quali sono gli eleme...
Il ROI si può calcolare anche in base
al rapporto tra il costo sostenuto per
il progetto e la quota di
“Ambasciatori incre...
Nel manuale “Storytelling Kit” troviamo gli
elementi indispensabili per costruire e per
valutare un racconto.
Analisi può basarsi anche su 4 temi fondamentali:
Contenuti: il prodotto narrativo è grado di veicolare valori? L’eroe
com...
Caso: Kohl’s e Chewbacca mask mom
https://www.facebook.com/candaceSpayne/videos/vb.1245618915/1020965319
3067040/?type=2&t...
Una mamma texana ha acquistato a maggio una maschera Hasbro
elettronica da Kohl’s e si è fatta un video in auto, mostrando...
Creare empatia
Dialogare con i pubblici
Caso: Opel Tigra
The German Huffington Post ha
raccontato la storia di un
giovane che possedeva una
vecchia Opel Tigra del...
€ 55,750 Vendita
€ 2,000 altre auto simili per modello e caratteristiche
tecniche (anno immatricolazione, etc)
€ 53,000 de...
Caso: Tiffany & Co.
Giugno 2011 Tiffany and Co lancia
“What Makes Love True” microsito
come parte del brand story. I
visit...
Il sito non vendeva o
promuoveva nessun gioiello,
ma pare che in meno di un
mese gli stock prices fossero
aumentati di $10.
Caso: Significant objects
Esperimento del 2009 condotto da
Rob Walker e Joshua Glenn
Obiettivo: dimostrare che il valore d...
Ogni oggetto del valore di ca. 4$ è
stato venduto su eBay accompagnato
da un racconto inedito, immaginario,
appositamente ...
129 $ spesa iniziale per 100 oggetti
3.613 $ valore di vendita tramite
asta su eBay
incremento del 2.700%
Link per leggere...
Dopo 5 mesi di uso di Periscope ho
provato a vendere i miei prodotti. Ho
proposto 10 prodotti a $16 l’uno. Il
prezzo origi...
‘I have had over 60 people come to my store from around the world to visit me
and buy products. The last person was to Ame...
Grazie
Consulente e formatore un po’ geek, mi
nutro di storie e amo testare tools e
platforms. Membro operativo
dell'Osser...
Si può parlare di ROI nello storytelling? - Casi studio e riflessioni - Assolombarda
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Si può parlare di ROI nello storytelling? - Casi studio e riflessioni - Assolombarda

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Speech ad Assolombarda - Social Media Marketing a 360° - 24 novembre 2016

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Si può parlare di ROI nello storytelling? - Casi studio e riflessioni - Assolombarda

  1. 1. SI PUO PARLARE DI ROI NELLO STORYTELLING? Riflessioni e casi studio 24 novembre 2016 Assolombarda
  2. 2. Nike: Unlimited You
  3. 3. Pubblicato il 04 ago 2016 Life isn’t about finding your limits. It’s about realizing you have none. Begin your story here. http://gonike.me/justdoit. Pubblicato il 24 lug 2016 Champions weren't born champions. They were born babies. http://nike.com/justdoit
  4. 4. Tutto deve essere misurato, soprattutto su internet per poter scegliere ed adattare una campagna di comunicazione Lo storytelling si basa su emozione, su engagement creato con il proprio pubblico quindi è impossibile usare i metodi classici (insights, sentiment…) e allora?
  5. 5. “The story you tell is how you make authentic emotional connections with the customers and clients you want to serve. It lays out the guidelines for now as well as your vision for the future, dictating all of your strategies for future growth. The ROI of storytelling is neither measurable nor tangible, but it ensures your Brand’s survival….” Kay Fabella (Story Strategist)
  6. 6. Lo storytelling può essere applicato ad una campagna oppure ancor meglio ad una strategia complessiva che parte da sito per arrivare a presenza su social media adv above the line e below the line transmedia storytelling Progettazione e creazione di un universo narrativo declinato su tools online e offline
  7. 7. Perché calcolare il ROI? Per scoprire il valore generato da una campagna singola o da più campagne in ottica di strategia complessiva e decidere come spendere il budget. Ad esempio, se una determinata campagna genera un ROI maggiore rispetto ad altre, puoi destinare una parte maggiore del tuo budget alla campagna più efficace e una parte minore alle campagne meno efficaci.
  8. 8. Definisci prima di tutto i tuoi goals e saprai esattamente quali sono i dati e i risultati da considerare quando andrai a definire il ROI.
  9. 9. Quali sono gli obiettivi della tua campagna? • Brand awareness • incremento followers sui social • traffico sul sito • aumento delle vendite del prodotto/servizio
  10. 10. Crea una conversazione con i tuoi pubblici. Ascoltali! Non si parla più di target, come dice Andrea Fontana: «il target non esiste più è una parola del secolo scorso, da mettere in un bel museo! Esistono pubblici che vanno letti, compresi e rispettati. In questa logica l’unico criterio valido è la ricostruzione del racconto di vita dei propri pubblici se si vuole raccontare qualcosa di sensato a loro.»
  11. 11. Monitora i dati quantitativi, ma soprattutto quelli qualitativi.
  12. 12. Un esempio per riposizionare un brand e aumentare le prenotazioni di un hotel  sito  video  fan page Dati quantitativi: • Visualizzazioni video • Numero condivisioni e like • Iscritti al nostro canale YouTube • Nuovi fan della Pagina (se FB) • Download Dati qualitativi • Consumer perceptions • Brand awareness • Fidelizzazione e likability • Customer survey e sondaggi sui social
  13. 13. Tools per misurare il ROI Uso di hashtag sui social media Google Analytics Servizi di Tracking a pagamento quali ad esempio HubSpot, TalkWalker, etc. Survey dei consumatori
  14. 14. Non valutare solo campagne singole (tattiche), ma una strategia più ampia. Analisi settimanali per poter definire meglio le azioni tattiche A/B test
  15. 15. A/B test - lunghezza dei testi - frequenza di pubblicazione - tipologia di contenuti (video, testi, foto) - orari di pubblicazione - uso di immagini nelle storie
  16. 16. Tavola rotonda dal tema “Quanto vale un racconto’ Con la narrazione d’impresa, un piano di analisi, che tenga conto di diverse metriche, di strumenti di rilevazione differenti, avendo chiari gli obiettivi a cui il progetto narrativo mira e la stessa architettura narrativa. Gli accademici hanno indicato il capitale narrativo (asset intangibile), misurare cosa rimane nel lungo periodo per l'azienda come uno degli indicatori da tenere presente.
  17. 17. Le metriche quantitative (visualizzazioni, aumento del numero di fan) sono importanti, ma è necessario fare uno sforzo in più per capire gli effetti sui pubblici di riferimento. Quindi metriche qualitative e di più ampio respiro: soddisfazione dipendenti, responsabilità sociale dell'impresa. (secondo Stefania Romenti- Iulm)
  18. 18. Secondo Michele Tesoro-Tess 3 tipi di metriche: • metriche di output  efficienza del progetto ad es. quali sono gli elementi che contribuiscono a formare la fisicità della narrazione o l’estensione del progetto narrativo sui diversi canali • metriche di impatto  efficacia del progetto ad esempio quante persone hanno visualizzato o dichiarano di aver visto un contenuto; quante persone sono state esposte al messaggio o ne sono venute a conoscenza • metriche di effetto le conseguenze del progetto su chi è stato esposto alla narrazione (propensione all’acquisto o intenzione di diventare evangelizzatore, raccomandando l’azienda, il prodotto o il servizio)
  19. 19. Il ROI si può calcolare anche in base al rapporto tra il costo sostenuto per il progetto e la quota di “Ambasciatori incrementali”, ossia chi non ha mai acquistato il brand, ma si dichiara propenso a farlo, in seguito all’esposizione al progetto narrativo.
  20. 20. Nel manuale “Storytelling Kit” troviamo gli elementi indispensabili per costruire e per valutare un racconto.
  21. 21. Analisi può basarsi anche su 4 temi fondamentali: Contenuti: il prodotto narrativo è grado di veicolare valori? L’eroe compie un viaggio, con ostacoli e momenti di crisi anche interiori, fino a raggiungere l’obiettivo? Immaginario visivo: la narrazione crea un immaginario credibile? E’ stato ben strutturato? Viaggio emotivo: la narrazione crea delle emozioni e fa riaffiorare i ricordi? Format: i canali usati sono adatti a raggiungere l’obiettivo e sono adatti ai pubblici che vuoi coinvolgere?
  22. 22. Caso: Kohl’s e Chewbacca mask mom https://www.facebook.com/candaceSpayne/videos/vb.1245618915/1020965319 3067040/?type=2&theater
  23. 23. Una mamma texana ha acquistato a maggio una maschera Hasbro elettronica da Kohl’s e si è fatta un video in auto, mostrando il prodotto e la gioia per averlo acquistato e postandolo su FB. "It's the simple joys in life...." Video virale  162 milioni di visualizzazioni Kohl’s ha capitalizzato la storia regalando alla mamma una gift card e diffondendo la storia, rispondendo con un suo video che ha avuto 34 mio visualizzazioni su FB. Ha fatto sold out della maschera online da tutti i rivenditori.
  24. 24. Creare empatia Dialogare con i pubblici
  25. 25. Caso: Opel Tigra The German Huffington Post ha raccontato la storia di un giovane che possedeva una vecchia Opel Tigra del 1997 e voleva venderla su eBay. La sua offerta era accompagnata da una lunga storia personale.
  26. 26. € 55,750 Vendita € 2,000 altre auto simili per modello e caratteristiche tecniche (anno immatricolazione, etc) € 53,000 delta grazie ad una storia di 3.200 parole. Susanna Gebauser, co-founder del blog ’Social Marketer’ sostiene che il ROI è di € 17 a parola.
  27. 27. Caso: Tiffany & Co. Giugno 2011 Tiffany and Co lancia “What Makes Love True” microsito come parte del brand story. I visitatori potevano fare check in sul sito e lasciare un messaggio d’amore per il loro lei/lui. Il messaggio con un cuore appariva su una mappa geo-localizzata di Tiffany.
  28. 28. Il sito non vendeva o promuoveva nessun gioiello, ma pare che in meno di un mese gli stock prices fossero aumentati di $10.
  29. 29. Caso: Significant objects Esperimento del 2009 condotto da Rob Walker e Joshua Glenn Obiettivo: dimostrare che il valore di un oggetto può aumentare se associato a un racconto.
  30. 30. Ogni oggetto del valore di ca. 4$ è stato venduto su eBay accompagnato da un racconto inedito, immaginario, appositamente scritto.
  31. 31. 129 $ spesa iniziale per 100 oggetti 3.613 $ valore di vendita tramite asta su eBay incremento del 2.700% Link per leggere le storie: http://significantobjects.com/2009
  32. 32. Dopo 5 mesi di uso di Periscope ho provato a vendere i miei prodotti. Ho proposto 10 prodotti a $16 l’uno. Il prezzo originale era $20. Li ho venduti in 3 minuti. Caso: Chocolate Johnny
  33. 33. ‘I have had over 60 people come to my store from around the world to visit me and buy products. The last person was to Americans who are on reality TV and spent over $200 of our products. They actually watch me on Periscope. And the biggest thing of all is all I have managed to talk to Alana's distributor in America who wants to take on my product.‘
  34. 34. Grazie Consulente e formatore un po’ geek, mi nutro di storie e amo testare tools e platforms. Membro operativo dell'Osservatorio Nazionale di Storytelling dell'Università di Pavia e socio AIF Piemonte. CONTATTI: www.simonettapozzi.it www.linkedin.com/in/simonettapozzi @SIMO2 www.tumblr.com/blog/simonettapozzi medium.com/@simo2

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