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Strategia e strumenti per fare e-commerce nell'era del social customer

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Strategia e strumenti per fare e-commerce nell'era del social customer

  1. 1. Strategie e strumenti per fare e-commercenell’era del social customer Roma, 17.05.2012
  2. 2. Piacere!Claudio Vaccarodigital 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.itBizUpUna web marketing agency specializzata in soluzioni diad alto ROI su tutti i canali digitali (search, social, mobile)Clienti: Wind, Suzuki, Banzai, Blogo, SaveTheChildren
  3. 3. Per fare e-commerce è sufficiente creare un e-commerce?
  4. 4. Bad news: No Good news:non sempre bisogna “pagare”
  5. 5. Una volta era semplice DISPLAY SEM/SEO DEMSALES=TRAFFICO SITE
  6. 6. Ora il cliente ha il “megafono”ATTENTION CONVERSION WORD-OF-MOUTH CLIENTE PRODOTTO SALES=TRAFFICO+REPUTAZIONE
  7. 7. E tutto si complica
  8. 8. Occorre adattare il processo di acquisto SOCIAL CUSTOMER
  9. 9. Modificando l’approccio di marketing
  10. 10. Utilizzando tutto il media-mix
  11. 11. Investendo risorse in base all’obiettivo e al ROI Tattico Strategico ROI
  12. 12. E scegliendo il mix più opportuno BREVE TERMINE (<3 MESI) PAID OWNED (Google Adwords, Facebook Ads) (Sito, Landing page) MEDIO TERMINE (3-6 MESI) PAID OWNED EARNED (Google Adwords, Facebook Ads, Display (Sito, Landing page, Social) (Viral App, Link) Adv…) LUNGO TERMINE (>6 MESI) PAID OWNED EARNED(Google Adwords, Facebook Ads, (Facebook page, Twitter, Youtube (Viral Apps, Buzz Marketing, Viral Adv…) Channel…) content, Link, Digital PR)
  13. 13. E quindi? Cosa posso fare per promuovere il mio e-commerce?
  14. 14. To do list1. Generare il bisogno2. Intercettare bisogno espresso3. Coinvolgere l’utente4. Persuadere l’utente5. Fidelizzare il cliente6. Generare advocacy
  15. 15. CanaliSearch Social Mobile Mail Siti
  16. 16. 1. Generare il bisogno “Compro quando scopro che hai un prodotto”Facebook Ads AffiliationDisplay Advertising DEM
  17. 17. 1. Generare il bisogno “Compro quando scopro che hai un prodotto” Strumento A cosa serve Costi Tempi Intercettare il giusto target Facebook Ads (PPC) (alta profilazione e Low Low localizzazione)Display Advertising (PPM) Fare branding Medium Low Intercettare target particolari DEM (PPM) Medium Low (es: B2B) Investire con costi e ROI Affiliation (PPA) Medium Low chiari
  18. 18. 2. Intercettare il bisogno“Compro quando cerco un prodotto e trovo il tuo” Keyword advertising SEO On-Site Mobile SiteLink Building
  19. 19. 2. Intercettare il bisogno “Compro quando cerco un prodotto e trovo il tuo” Strumento A cosa serve Costi Tempi Intercettare chi ha giàKeyword advertising (PPC) espresso un’intenzione Medium Low d’acquisto Intercettare chi ha già SEO (On-Site) espresso un’intenzione Medium Medium d’acquisto Acquisire alti Link Building (Sano) posizionamenti in settori High Medium competitivi Sfruttare il contesto Mobile Site/App High High per acquisti d’impulso
  20. 20. 3. Coinvolgere l’utente“Compro quando mi coinvolgi in un’esperienza” Social Advertising Content Marketing Online PR
  21. 21. 3. Coinvolgere l’utente“Compro quando mi coinvolgi in un’esperienza” Strumento A cosa serve Costi Tempi Sfruttare le potenzialità diSocial Advertising engagement e di Medium Medium passaparola dei Social Coinvolgere gli opinion Online PR leader per influenzare le Medium Medium nicchie Emozionare e raccontare ilContent Marketing prodotto con contenuti High Medium coinvolgenti
  22. 22. 4. Persuadere l’utente “Compro quando mi fido” Online Reputation Management NurturingContenuti
  23. 23. 4. Persuadere l’utente “Compro quando mi fido” Strumento A cosa serve Costi Tempi Spiegare i prodotti conContenuti (on-site) contenuti persuasivi rivolti ai Low Medium giusti target Rispondere rapidamente alleOnline Reputation eventuali critiche in tutti gli Medium High Management spazi digitali Convertire gradualmente gli utenti potenzialmente Nurturing High High interessati con un processo di relazione continuativo
  24. 24. 5. Fidelizzare il cliente “Compro ancora se ti prendi cura di me”Social Media & Community Management Newsletter
  25. 25. 5. Fidelizzare il cliente “Compro ancora se ti prendi cura di me” Strumento A cosa serve Costi Tempi Sollecitare i clienti acquisiti Newsletter con Low Medium continue promozioni e offerte Assistere il cliente in caso diSocial Media/Community problemi e creare una Medium High Management community di interesse che solleciti nuovi acquisti
  26. 26. 6. Generare advocacy “Faccio comprare”Referral Program Ambassador Program
  27. 27. 6. Generare advocacy “Faccio comprare” Strumento A cosa serve Costi Tempi Spingere i clienti ad invitare Referral program Medium Medium utenti ad acquistare Individuare dei testimonial “dal basso” dei nostri prodotti, inAmbassador program Medium Medium grado di influenzare potenziali clienti
  28. 28. Cosa NON devo fare per promuovere il mio e-commerce?
  29. 29. I 10 errori da evitare1. Vendere prodotti scadenti (invalida tutto)2. Investire senza aver studiato BENE il proprio target3. Investire senza aver ottimizzato il proprio sito4. Non avere chiara (o non comunicare efficacemente) la propria USP5. Comprare parole-chiave senza studiare competitor e ricerche6. Pensare che il SEO sia un “una tantum”7. Pensare che i Social siano gratis (non basta aprire la pagina su FB)8. Pensare che i Social siano “comprabili” (non basta fare adv)9. Trattare un cliente acquisito come un “dato assodato”10.Provare sì, improvvisare no (meglio farsi aiutare)
  30. 30. Grazie! claudio vaccaromail: c.vaccaro@bizupmedia.com mobile: +39 329.4206081 twitter: @claudiovaccaro www.bizupmedia.com

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