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Facebook & Travel - it's complicated

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Qual è oggi, nel 2015, il ruolo di Facebook all'interno di una strategia di comunicazione per chi opera nel settore Travel?
Cosa ci stiamo a fare su Facebook?
Ma su Facebook, si vende?
Cosa fare per avere visibilità su Facebook?

Published in: Internet
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Facebook & Travel - it's complicated

  1. 1. Facebook & Travel, it’s complicated Alessandra Farabegoli
 www.alessandrafarabegoli.it
  2. 2. Perché sono qui
  3. 3. Cosa vi porto • Alcune mappe da riempire • Una prospettiva diversa da cui guardare Facebook • Tre consigli minimi
  4. 4. ma prima, 
 vi racconto una storia “I due gobbi”
 
 da “L’Uccel Belverde 
 e altre fiabe italiane”
 Italo Calvino
  5. 5. La morale? • Le ricette altrui non sono sempre riproducibili • Chi prima arriva, meglio alloggia
  6. 6. C’era una volta… • Brochure + biglietto da visita • Elenchi degli APT • Passaparola di clienti fedeli che tornavano per vacanze di 3-4 settimane
  7. 7. Oggi
  8. 8. 10 anni fa consigliavo • Siate pionieri, sperimentate, occupate ogni nuovo spazio che si apre • Pubblicate spesso e dappertutto • Imparate a fare da soli il più possibile
  9. 9. Oggi consiglio • Conoscete tutte le opzioni, ma scegliete attentamente dove investire • Pubblicate quando vale la pena • Imparate come si fa, ma fatelo fare a chi lo fa per lavoro
  10. 10. cosa è rimasto uguale?
  11. 11. P.O.S.T.A.
  12. 12. PERSONE OBIETTIVI STRATEGIA TOOLS AZIONE
  13. 13. MAPPA #1dal Business Model Canvas alla strategia di comunicazione
  14. 14. e Facebook?
  15. 15. bit.ly/13IihCy] Le conversazioni
 dentro a FB
  16. 16. Il Business Model di FB • Molte persone passano molto tempo su FB, gratis • FB raccoglie tante informazioni • FB vende adv altamente targettizzato (o targettizzabile)
  17. 17. Perché le persone stanno su Facebook?
  18. 18. Ciascuno di noi vede un Facebook diverso da quello di chiunque altro
  19. 19. criteri di selezione: AFFINITÀ PESO FRESCHEZZA
  20. 20. Perché può interessarci, come aziende, stare su Facebook?
  21. 21. 3 opzioni: • Pubblicare contenuti, se ne vale la pena (reach organica) • Promuoverci, identificando bene a chi e cosa (advertising) • Ascoltare e rispondere (messaggi, commenti, rating)
  22. 22. Fonte: moz.com Customer Journey
  23. 23. Customer Journey http://alebego.li/ExploreCustomerJourney
  24. 24. CONTENUTI
  25. 25. • Li abbiamo, questi contenuti? • Li sappiamo confezionare bene?
 • C’è qualcuno a cui interessa trovarli su FB?
  26. 26. Ingredienti • 90% utili, di cui almeno 1/3 scritti da altri • 9% promo • 1% follia (o serendipity) (assaggiare spesso durante la cottura)
  27. 27. INFORMAZIONE utile, usabile, accurata, completa COMUNICAZIONE
 look & feel, contenuto e forma,
 “cosa” e soprattutto “come” NARRAZIONE empatica, evocativa,
 immersiva
  28. 28. Advertising mirato • Per mostrare le vostre offerte a persone selezionate per località + interessi • Per invitare sulla vostra pagina gli iscritti alla vostra mailing list • Per raggiungere persone simili alla vostra mailing list o ai fan della vostra pagina
  29. 29. Piccolo spazio pubblicità
  30. 30. ATTENZIONE! • L’adv funziona se gli obiettivi sono chiari • L’adv tende nel tempo a funzionare di meno e costare di più • Facebook non è la strategia, ma uno strumento della strategia
  31. 31. Ascoltare per essere utili
  32. 32. 3 consigli minimi
  33. 33. Poche cose, ma 
 fatte bene Consiglio #1
  34. 34. Imparate come si fa, per farlo fare a chi lo fa di lavoro Consiglio #2
  35. 35. Attenzione a come 
 lo usate voi, 
 come persone Consiglio #3
  36. 36. Facebook & Travel, it’s complicated Alessandra Farabegoli 
 www.alessandrafarabegoli.it Grazie

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