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Come ottimizzare gli investimenti online - BTO2012

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Speech di Claudio Vaccaro al BTO 2012: una rapida guida per utilizzare al meglio il proprio budget online con un approccio strategico, ottimizzando il ritorno dell'investimento.

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Come ottimizzare gli investimenti online - BTO2012

  1. 1. Fa’ l’investimento giustoOttimizzare il budget online con un approccio strategico
  2. 2. Piacere! Claudio Vaccaro digital strategist §  Co-founder @BizUp §  10+ anni di esperienza in progetti web §  5+ anni di esperienza in internet marketing §  Product marketing manager @Libero.it e @Populis §  Social Media trend analyst @Socialware.it BizUp Una web marketing agency specializzata in soluzioni ad alto ROI su tutti i canali digitali (search, social, mobile). Clienti: Wind, Suzuki, Banzai, Populis, SaveTheChildren for .2
  3. 3. Sono tempi difficili… for .3
  4. 4. Molto difficili for .4
  5. 5. Come sopravvivere? for .5
  6. 6. Ci affidiamo alle mode? for .6
  7. 7. Dice il saggio:Per ottimizzare budget onlineprima devi avere budget.Confucio for .7
  8. 8. Mappa del tesoro FAIL Analizza Fissa WIN Misura Pianifica for .8
  9. 9. Pronti? Via! for .9
  10. 10. 1. Analizza for .10
  11. 11. DomandeQuali sono le tendenze e i dati economici del nostro settore/mercato?Chi sono i nostri VERI concorrenti?Qual è il nostro posizionamento?Quali sono i nostri punti di forza/debolezza?Che tipo di clienti abbiamo? E quali vorremmo?E’ soddisfatta la clientela?Come ha comunicato e sta comunicando l’azienda?Come ha comunicato e sta comunicando la concorrenza? for .11
  12. 12. Punti di forza (e debolezza!) + - Poche recensioni Clientela medio-alta Pochi clienti fidelizzati Servizio ottimo Scarso booking online Posizione centrale Poca visibilità all’estero for .12
  13. 13. Clienti (TUTTI) Velisti SingleAppassionati eno-gastronomia europei Amanti del benessere con reddito medio-alto Surfisti Nicchie Target for .13
  14. 14. Mercato e (veri) competitors •  Romazzino Hotel •  Baja •  Sheraton •  Luisa B&B •  Nieddu •  San Teodoro •  Vistamare Camping •  Spiaggia 2 •  Le vele for .14
  15. 15. 2. Fissa for .15
  16. 16. DomandeQuali sono i nostri obiettivi di business espliciti?Esistono obiettivi sottesi che vogliamo raggiungere?In quanto tempo vogliamo raggiungerli?Siamo disposti a investire?Qual è il budget a disposizione? for .16
  17. 17. Obiettivi (non solo vendere!) Visibilità Interesse Acquisizione Reputazione Passaparola for .17
  18. 18. Tempi (uovo o gallina?) for .18
  19. 19. Valore di un cliente Vs. Budget Tasso di fidelizzazione medio Prezzo Passaparola medio (visibilità servizio gratis) acquistato € Valore di un nuovo cliente for .19
  20. 20. Budget (sì, budget!) Valore di Costi e Budget per un nuovo margine acquisizione cliente for .20
  21. 21. 3. Pianifica for .21
  22. 22. DomandeCome possono essere declinati gli obiettivi di business?Abbiamo un’idea creativa alla base della strategia?In quali media online possiamo raggiungere e coinvolgere piùefficacemente i nostri clienti e potenziali clienti?Quali strumenti sono i più adatti per raggiungere gli obiettivi?Con quale tempistica verranno realizzate le diverse azioni? for .22
  23. 23. Media e canali (tuoi, suoi, loro) Search Social Mobile eMail Websites PAID MEDIA Spazi promozionali acquistati (advertising) es: annunci su Google e Facebook, banner su siti di terze parti, DEMOWNED MEDIA Spazi gestiti direttamente dall’azienda es: sito web, pagine social, applicazione mobileEARNED MEDIA Spazi “conquistati” grazie al passaparola in Rete es: blog e profili social degli utenti, raccomandazioni, recensioni for .23
  24. 24. Media mix ROI A BREVE TERMINE (<3 MESI) PAID OWNED ROI A MEDIO TERMINE (3-6 MESI) PAID OWNED EARNED ROI A LUNGO TERMINE (>6 MESI) PAID OWNED EARNED for .24
  25. 25. Strumenti, costi, tempi Advertising Optimization Management (es: CampagneCosti (es: SEO, PPC, Banner, (es: Pagina sito per mobile, Facebook Ads, Facebook, ottimizzazione DEM, Coupon) gestione della della conversione) reputazione, PR newsletter) Tattico Tempi Strategico for .25
  26. 26. Strumenti e obiettivi Acquisizione Acquisizione Fidelizzazione immediata progressivaAdvertising Campagna Google ✓ Campagna Facebook ✓ Coupon ✓ DEM ✓Optimization SEO ✓ Sito per Mobile ✓Management Pagina Facebook ✓ Content marketing ✓ Newsletter ✓ Gestione reputazione ✓ ✓ for .26
  27. 27. 4. Misura for .27
  28. 28. DomandeAbbiamo raggiunto gli obiettivi previsti?In quanto tempo?A quali costi?Abbiamo raggiunto obiettivi secondari o risultati non previsti?Qual è la percezione dell’azienda e dei suoi prodotti al termine dellacampagna? for .28
  29. 29. Metriche à CR Visitatori che raggiungono un obiettivo Numero di visite Conversion Rate CPA à Cost Per Acquisition Investimenti Numero di clienti acquisiti ARPU àAverage Revenue Per User Ricavi Numero di clienti acquisiti ROI à Return of Investment Ricavi - Investimenti Investimenti for .29
  30. 30. grazie! claudio vaccarobizup srlvia oderisi da gubbio 13/a, 00146 roma managing partner & sales directorp.iva: IT11517471006phone: +39 06 45554500 mail: c.vaccaro@bizupmedia.comfax: +39 06 45554501 mobile: +39 329.4206081email: info@bizupmedia.comweb: http://www.bizupmedia.com skype: claudiovaccarotwitter: @bizupmedia

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