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Contenuti e performance:
una campagna native di successo.
Forum Comunicazione & Digitale – Roma, 3 Giugno 2015
2#torniamoaimmaginare
Piacere!
4
Anni
Attività
9
Lingue
coperte
45
Persone
nel team
150
Clienti
seguiti
3#torniamoaimmaginare
Specializzati in content marketing
70
Campagn
e
27
Mercati
90K
Publisher
Contattati
10K
Post
ottenuti
4#torniamoaimmaginare
BRANDED
CONTENT
ONSITE
OFFSIT
E
EARNE
D
(DIGITAL
PR)
PAID
(NATIVE
ADVERTISIN
G)
OWNED
(CONTEN
T
MKTG...
5#torniamoaimmaginare
Branded content Vs. Display Adv
Fonti: Google, Forrester, Comscore, Goldspot Media, ZenithOptimedia,...
6#torniamoaimmaginare
Contenuto Distribuzione
?
Ma i risultati?
7#torniamoaimmaginare
POST
La nostra visione
Contenuto Distribuzione
VIEWS
CLICK
8#torniamoaimmaginare
La nostra soluzione
UpStory è il network di siti, blog e profili social
che aiuta i Brand a promuove...
9#torniamoaimmaginare
UPSTORY BLOG/SITO/SOCIAL
Come funziona
NEW
CAMPAIGN!
Social Signals
Click
Views
10#torniamoaimmaginare
Network
2.500
publisher indipendenti
verificati
11#torniamoaimmaginare
Il caso
NATALE 2014:
Trollbeads lancia
l’iniziativa speciale
#Regalosbagliato (video
guide diverten...
12#torniamoaimmaginare
MARKETING GOALS
Awareness
Incrementare la
visibilità online del
Brand o di un
prodotto nel target
d...
13#torniamoaimmaginare
I contenuti richiesti
BRANDED
STORY.
PUBLISHER
STORY.
CO-CREATED
STORY.
Il publisher diffonde un
co...
14#torniamoaimmaginare
Il brief
• Parla di una tua esperienza
negativa con i “regali sbagliati”
• Condividi i consigli di ...
15#torniamoaimmaginare
I canali selezionati
Blog
Magazine
Facebook Twitter Instagram Youtube
16#torniamoaimmaginare
Le categorie di publisher invitate
17#torniamoaimmaginare
La qualità dei siti coinvolti
Premium
Top
High
Medium
18#torniamoaimmaginare
Il budget a disposizione
10.000 €
19#torniamoaimmaginare
Risultati
ECCO COS’E’ SUCCESSO…
…IN 7GIORNI
20#torniamoaimmaginare
Promoted post
85 PUBBLICAZIONI SU
BLOG E SITI IN TARGET.
21#torniamoaimmaginare
Promoted post
2 POST IN
GOOGLE NEWS.
22#torniamoaimmaginare
Social amplification
100 TWEET CON HASHTAG
#REGALOSBAGLIATO E LINK
AL SITO
23#torniamoaimmaginare
Ma soprattutto…
36.000 VISITE AI POST
10.000 CLICK OTTENUTI
Fonte: Google Analytics
24#torniamoaimmaginare
E per concludere
IL 13,8% DELLE VISITE TOTALI AL
SITO REGALOSBAGLIATO.IT
SONO STATE GENERATE DA
UPS...
25#torniamoaimmaginare
Clienti
Grazie!c.vaccaro@bizupmedia.com
+39 329 4206081
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Contenuti e performance: una campagna native di successo

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Al Forum della Comunicazione 2015 Claudio Vaccaro ha condiviso alcune brevi riflessioni intorno al tema del Native Advertising, una nuova forma di advertising online il cui il messaggio pubblicitario assume le forme del contenuto allo scopo di catturare l’interesse dei lettori. L’intervento è stato corredato dal riferimento al caso di successo di Native Adv di Trollbeads curato dalla nostra agenzia.

Published in: Marketing
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Contenuti e performance: una campagna native di successo

  1. 1. Contenuti e performance: una campagna native di successo. Forum Comunicazione & Digitale – Roma, 3 Giugno 2015
  2. 2. 2#torniamoaimmaginare Piacere! 4 Anni Attività 9 Lingue coperte 45 Persone nel team 150 Clienti seguiti
  3. 3. 3#torniamoaimmaginare Specializzati in content marketing 70 Campagn e 27 Mercati 90K Publisher Contattati 10K Post ottenuti
  4. 4. 4#torniamoaimmaginare BRANDED CONTENT ONSITE OFFSIT E EARNE D (DIGITAL PR) PAID (NATIVE ADVERTISIN G) OWNED (CONTEN T MKTG) Pubblicazione su sito, profili social o blog del Brand Pubblicazione naturale su siti, blog e profili social di terze parti Pubblicazione sponsorizzata su siti, blog e profili social di terze parti L’ecosistema dei branded content
  5. 5. 5#torniamoaimmaginare Branded content Vs. Display Adv Fonti: Google, Forrester, Comscore, Goldspot Media, ZenithOptimedia, Dedicated Media, IPG media Lab, Sharethrough 0,11% CTR 46% 8% 10% 8% 121B$ 8% Display Adv Content / Native Adv Viewability Purchase intent Trust Investments (WW) 8% 70% +53% 46% 44B$ il 54% dei banner non viene nemmeno visto +72% rispetto al 2013
  6. 6. 6#torniamoaimmaginare Contenuto Distribuzione ? Ma i risultati?
  7. 7. 7#torniamoaimmaginare POST La nostra visione Contenuto Distribuzione VIEWS CLICK
  8. 8. 8#torniamoaimmaginare La nostra soluzione UpStory è il network di siti, blog e profili social che aiuta i Brand a promuovere contenuti verso la giusta audience, ottenendo risultati garantiti.
  9. 9. 9#torniamoaimmaginare UPSTORY BLOG/SITO/SOCIAL Come funziona NEW CAMPAIGN! Social Signals Click Views
  10. 10. 10#torniamoaimmaginare Network 2.500 publisher indipendenti verificati
  11. 11. 11#torniamoaimmaginare Il caso NATALE 2014: Trollbeads lancia l’iniziativa speciale #Regalosbagliato (video guide divertenti per evitare il regalo sbagliato). TROLLBEADS VUOLE DARE VISIBILITA’ ALL’INIZIATIVA.
  12. 12. 12#torniamoaimmaginare MARKETING GOALS Awareness Incrementare la visibilità online del Brand o di un prodotto nel target di riferimento Reputation Migliorare la reputazione online del Brand o di un prodotto Traffic Acquisire traffico di qualità su un sito del Brand o su una pagina prodotto Lead Acquisire contatti interessati ai servizi o ai prodotti del Brand Sales Motivare e influenzare la decisione d’acquisto Gli obiettivi marketing
  13. 13. 13#torniamoaimmaginare I contenuti richiesti BRANDED STORY. PUBLISHER STORY. CO-CREATED STORY. Il publisher diffonde un contenuto del Brand, senza modificarlo Il Publisher produce un contenuto personale seguendo un Brief il Publisher rielabora e personalizza un contenuto del Brand BRANDED NEWS PROMOTED LIST PROMOTED REVIEW BRANDED VIDEO INFOCONTENT OPINION PHOTOSTORY EXPERIENCE IDEA
  14. 14. 14#torniamoaimmaginare Il brief • Parla di una tua esperienza negativa con i “regali sbagliati” • Condividi i consigli di Trollbeads Italia • Condividi i video di Trollbeads
  15. 15. 15#torniamoaimmaginare I canali selezionati Blog Magazine Facebook Twitter Instagram Youtube
  16. 16. 16#torniamoaimmaginare Le categorie di publisher invitate
  17. 17. 17#torniamoaimmaginare La qualità dei siti coinvolti Premium Top High Medium
  18. 18. 18#torniamoaimmaginare Il budget a disposizione 10.000 €
  19. 19. 19#torniamoaimmaginare Risultati ECCO COS’E’ SUCCESSO… …IN 7GIORNI
  20. 20. 20#torniamoaimmaginare Promoted post 85 PUBBLICAZIONI SU BLOG E SITI IN TARGET.
  21. 21. 21#torniamoaimmaginare Promoted post 2 POST IN GOOGLE NEWS.
  22. 22. 22#torniamoaimmaginare Social amplification 100 TWEET CON HASHTAG #REGALOSBAGLIATO E LINK AL SITO
  23. 23. 23#torniamoaimmaginare Ma soprattutto… 36.000 VISITE AI POST 10.000 CLICK OTTENUTI Fonte: Google Analytics
  24. 24. 24#torniamoaimmaginare E per concludere IL 13,8% DELLE VISITE TOTALI AL SITO REGALOSBAGLIATO.IT SONO STATE GENERATE DA UPSTORY. Fonte: Google Analytics
  25. 25. 25#torniamoaimmaginare Clienti
  26. 26. Grazie!c.vaccaro@bizupmedia.com +39 329 4206081

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