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Text100 e life-facebookresearch

  1. 1. Facebookcompagni di giochi o strumento di lavoro?
  2. 2. Italiani su FacebookItaliani iscritti a Facebook: da 14.255 a 17.616 (+20% in un anno – 2010)Fonte: http://www.vincos.it/osservatorio-facebook/
  3. 3. Introduzione – dati FacebookItaliani iscritti a Facebook: uomini (53,3%) e donne (45,8%) – 2010Fonte: http://www.vincos.it/osservatorio-facebook/
  4. 4. Introduzione – dati FacebookItaliani iscritti a Facebook: età, quella dai 30-35 cresce più velocemente – 2010Fonte: http://www.vincos.it/osservatorio-facebook/
  5. 5. Criteri SelettiviAbbiamo selezionato per questo studio marche italiane e internazionaliFonte: www.interbrand.com e marche locali rilevanti (Barilla, Rai, Esselunga, etc.) DATI TECNOLOGIA Il software E.Life FacebookMeter ha utilizzato 15 categorie l´API di ricerca di Facebook per raccogliere in automatico qualsiasi dato pubblicato in wall aperti, fan page e gruppi di Facebook in cui si 200 brand considerati citasse una delle 200 marche considerate. Periodo: 01.11.2010 – 31.12.2010. Più di 1.000.000 di post, commenti e link Abbiamo considerato anche parzialmente i dati (base bruta / dati non elaborati). relativi al mese di 01.2011 (fino al giorno 24.01).
  6. 6. SommarioTOP 10 WORD OF MOUTH: i brand più citati dagli italiani su FBTOP 5 LIKE: i post che più piaccionoTOP 5 COMMENT: i post più commentatiFAN PAGE: le fan page italiane e le strategie vincentiDECALOGO: cosa fare e non fare in FB
  7. 7. Facebook: volume totale di buzz Il Natale contribuisce ad1.000.000 + 40% aumentare il volume di buzz a rispetto di alcuni brand in 900.000 Facebook: si parla di acquisti, di idee regalo, di emozioni 800.000 legate a questa festività e 700.000 associate ad alcune marche, - 14% particolarmente a pubblicità 600.000 (ex. “Vorrei Cantare Insieme a Voi” / Coca-Cola) o ai film 500.000 Natalizi della Disney. 400.000 Base: volume stimato di word of mouth che considera gen-11 parzialmente fino 300.000 al 24.01.2011 200.000 100.000 0 nov-10 dic-10 gen-11
  8. 8. TOP 10: le marche più citate (Nov/Dic 2010) 8% Tra i settori analizzati, i più 9% attivi si sono dimostrati: INTERNET (20%), 8% AUTOMOTIVE (20%) e 7% TECNOLOGIA (17%). Tra i settori meno attivi: 6% farmaceutico e bancario. Base: 1.390.194 commenti, post e link 5% 4% 2,8% 3% 2% 1% 0%
  9. 9. TOP 10:: le marche più citate (Nov/Dic 2010) 40% del passaparola 9% Base: 1.390.194 commenti, post e link 8% 7% 6% 5% 4% 3% 2% 1% 0%
  10. 10. INTERNET: le 4 marche più citateSi parla di convidisione, divertimento, notizie, indicazioni.
  11. 11. AUTOMOTIVE: le 2 marche più citateSi parla di attualità, ma anche di nuovi modelli di auto.
  12. 12. DISNEY: le key word più citateSi parla di nuovi cartoni e film di animazione, di Natale e di iniziative a sostegno dei bambini.
  13. 13. TOP 10 WORD OF MOUTH: i brand più citati dagli italiani su FBTOP 5 LIKE: i post che più piaccionoTOP 5 COMMENT: i post più commentatiFAN PAGE: le fan page italiane e le strategie vincentiDECALOGO: cosa fare e non fare in FB
  14. 14. TOP 5: i post più apprezzati (n° like) 500 450 400 350 439 300 308 250 300 200 283 150 272 100 50 0 BMW Ikea Vodafone BMW Vodafone TIM
  15. 15. TOP 5: i post più apprezzati (n° like)500450400350 439 likes per la presentazione di300 nuovi modelli di auto250 283 likes200 per la presentazione di nuovi modelli di auto15010050 0 BMW Ikea Vodafone BMW Vodafone TIM
  16. 16. TOP 5: i post più apprezzati (n° like)320310300 308 likes Solidarietà Unicef290 Save the Chidren 201 likes Albero di Natale Ikea per l’ambiente280 199 likes Menù Bimbi Gratis270 197 likes Ricetta Ikea260250 Ikea Vodafone BMW Vodafone TIM
  17. 17. TOP 5: i post più apprezzati (n° like)350300250 300 likes Spot di Natale200 272 likes Christmas Card150 246 likes Solidarieta’ con il Veneto 205 likes100 Servizio FB SMS50 0
  18. 18. TOP 10 WORD OF MOUTH: i brand più citati dagli italiani su FBTOP 5 LIKE: i post che più piaccionoTOP 5 COMMENT: i post più commentatiFAN PAGE: le fan page italiane e le strategie vincentiDECALOGO: cosa fare e non fare in FB
  19. 19. TOP 5: i post più commentati 300 250 250 200 232 150 180 145 145 100 50 0 Nokia Nike Vodafone Nike Nokia
  20. 20. TOP 5: i post più commentati300250200150100 250 commenti Sondaggio 145 commenti Sondaggio50 0 Nokia Nike Vodafone Nike Nokia
  21. 21. TOP 5: i post più commentati300250200150100 232 commenti Pronostico Calcistico 145 commenti Pronostico Calcistico50 0 Nokia Nike Vodafone Nike Nokia
  22. 22. TOP 5: i post più commentati300250200150 180 commenti Countdown10050 0 Nokia Nike Vodafone Nike Nokia
  23. 23. Curiosità: tra i post più commentati..2001801601401201008060 77 commenti40 Cofanetto PUPA20 79 commenti 71 commenti Cofanetto PUPA Cofanetto PUPA 0
  24. 24. TOP 10 WORD OF MOUTH: i brand più citati dagli italiani su FBTOP 10 LIKE: i post che più piaccionoTOP 10 COMMENT: i post più commentatiFAN PAGE: le fan page italiane e le strategie vincentiDECALOGO: cosa fare e non fare in FB
  25. 25. Fan Page in Italia-Solo il 25% dei brand considerati possiede una fan page in Italiano; Avere o non avere una fan page in italiano?dipende dalla strategia ma si può incorrere in alcuni errori, tra cui alcuneincomprensioni linguistiche.. (esempio tratto da Fan Page di un noto brand italiano conosciuto internazionalmente)
  26. 26. Analisi: esempi di fan page in Italia Tot. Fan: 165.867+ 5.077 Tot. Fan: 96.436 4.833 • Tot. Fan: 59.179l 4.455i Tot. Fan: 638.110k 3.225e 684 1.282 3.424 7.059 commenti- - ATTIVITÀ = numero di like e commenti / determinato periodo +
  27. 27. Analisi: esempi di fan page in Italia+g 15rad 10im 5ento 10 20 30 40 200- - coinvolgimento + GRADIMENTO = like/fan
  28. 28. Analisi: esempi di fan page in Italia+g 15rad 10im 5ento 10 20 30 40 200- - coinvolgimento + COINVOLGIMENTO = post brand/commenti fan
  29. 29. Esempi: fan page al Servizio dei Clienti (227.160 fan) Presente per il Cliente, dubbi, critiche, ma anche, perchè no, per ricevere i complimenti di chi ha aiutato.
  30. 30. Esempi: fan page che comunicano offerte (638.110 fan) Presentano offerte last minute,vantaggi, sconti, occasioni imperdibili.. solo per i propri fan!
  31. 31. Esempi: fan page che ascoltano idee eopinioni (14.348 fan) Parla di sé e dei suoi prodotti, sa anche entrare in argomenti che interessano il proprio target: primi appuntamenti, diete, moda. E soprattutto, sa ascoltare.
  32. 32. Esempi: fan page che non parlano dellamarca (742 fan) Parla di internet, di social media e di tecnologia.
  33. 33. Esempio: fan page guidate dai fan dellamarca (121.111 fan) La fan page è alimentata quasi totalmente dai fan della marca
  34. 34. TOP 10 WORD OF MOUTH: i brand più citati dagli italiani su FBTOP 5 LIKE: i post che più piaccionoTOP 5 COMMENT: i post più commentatiFAN PAGE: le fan page italiane e le strategie vincentiDECALOGO: cosa fare e non fare in FB
  35. 35. Decalogo 1. Ascoltare le conversazioni già esistenti che hanno come oggetto il proprio brand: aiuterà a definire i contenuti e un piano editoriale 2. Facebook è come un bar: un luogo di conversazione, non un posto dove fare marketing e pubblicità 3. Integrare la strategia per Facebook con la strategia di comunicazione complessiva 4. Nominare un responsabile della gestione della pagina e fissare preventivamente obiettivi e metriche quantitativi e qualitativi
  36. 36. Decalogo 5. Creare un “prontuario” con tutte le informazioni utili per rispondere alle domande dei clienti 6. Definire chiaramente strategia e obiettivi di business - non andare su Facebook semplicemente perché così fan tutti... 7. Creare una community significa soprattutto “dare”
  37. 37. Decalogo 8. Coinvolgere marketing e comunicazione 9. Integrare la fanpage di Facebook con gli altri canali di comunicazione già attivi 10. Chiedere sempre il feedback dei fan e rispondere, evitare i troll, conversare
  38. 38. @ tutti: Grazie!Text 100 Italy e.LifeBarbara Ghirimoldi Viviana Venneri02 20201.1 335 8182386Brand2.0@text100.it viviana@elife.com.br Text 100 Italy Linkedin: viviana venneri @text100italy Twitter: super_vivishttp://exc1te.com/t100italycredentials

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