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Marketing 2.0 L’utente come canale di vendita grazie all’approccio conversazionale CLAUDIO VACCARO
Presentazioni 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0 Claudio Vaccaro  Product Manager @ Libero.it Web 2.0 & Social Net...
Le cose cambiano... 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0 “ L’idea che un personaggio famoso possa lanciare un’auto è ...
Mercato 1.0 Di massa (i clienti sono tutti uguali) Corto (solo i best seller emergono) Global (il mondo è un unico mercato...
Marketing 1.0 Uniderazionale (azienda    cliente) Impersonale (Clienti = target da colpire) Costoso (Mass Market = Mass c...
Interconnessione  (le persone sono collegate sempre e ovunque) Informazione (reperire e produrre info è sempre più facile)...
Di nicchia  (clienti    tribu) Lungo (infinita offerta per domanda infinitamente differenziata) Glocal (global come somma...
Prosumer  (produce contenuto e giudizi: è  opinion leader ) Aware (si informa e sceglie,  è più consapevole) Engaged (va c...
Utile  (per 93% consumatori le opinioni online sui prodotti sono la migliore risorsa per scegliere) Influente (per 67% con...
A Giugno 2008 la Mosaico Arredamenti cita in giudizio Sergio Senari per aver diffamato la Società in seguito a un post sul...
Il Re è nudo  arroccarsi non è più possibile e non conviene MA Le opportunità sono enormi:  cambiare mentalità per interce...
Aziende 2.0 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0 Ascoltano le conversazioni online dei clienti e la propria reputatio...
Marketing 2.0 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0 Bidirezionale (azienda    cliente) Personalizzato (il cliente è ...
Strategia  06/06/09 CLAUDIO VACCARO  - MARKETING 2.0 P iattaforma (il  luogo  in cui avvengono le conversazioni è fondamen...
Modello “Engagement” 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0 Da:   acquistare  IMPRESSION  (banner, link, etc.)  A: acqu...
Strumenti 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0 Tanti e in continua evoluzione ma essenzialmente:    Brand Blog (parl...
Risultati 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0
Come funziona - Sintesi 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0 L’utente come canale FA Marketing!
Come funziona - Dettaglio 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0
Azioni / Target / Obiettivi 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0
People Engaged Vs. Engaging Level 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0
People Engaged Vs. Time 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0 Azioni One-Shot Azioni Continuative
Ma attenzione: 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0 Ogni azione di Marketing 2.0  non  deve essere fine a sé stessa m...
Bello, ma funziona? SI! 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0 500 Loves You , Social Network (Fiat) La Community intor...
GRAZIE!! Per approfondire: 06/06/09 CLAUDIO VACCARO  - MARKETING 2.0 www.socialware.it   Contatti:    Mail:  [email_addre...
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Marketing 2.0 - L'utente come canale di vendita grazie all'approccio conversazionale

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Internet ha cambiato mercato e utenti: quali strategie e strumenti può e deve adottare il Marketing nell'era della conversazione?

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Marketing 2.0 - L'utente come canale di vendita grazie all'approccio conversazionale

  1. 1. Marketing 2.0 L’utente come canale di vendita grazie all’approccio conversazionale CLAUDIO VACCARO
  2. 2. Presentazioni 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 Claudio Vaccaro  Product Manager @ Libero.it Web 2.0 & Social Networking  Consultant @ Socialware.it Social Media Marketing  Founder: - Succodimelone.it - Pix-Yu.com - Crazy-Marketing.it
  3. 3. Le cose cambiano... 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 “ L’idea che un personaggio famoso possa lanciare un’auto è roba da Grecia antica”. Luca De Meo, responsabile del Brand Fiat
  4. 4. Mercato 1.0 Di massa (i clienti sono tutti uguali) Corto (solo i best seller emergono) Global (il mondo è un unico mercato uguale) 06/06/09 CLAUDIO VACCARO - MARKETING 2.0
  5. 5. Marketing 1.0 Uniderazionale (azienda  cliente) Impersonale (Clienti = target da colpire) Costoso (Mass Market = Mass costs) 06/06/09 CLAUDIO VACCARO - MARKETING 2.0
  6. 6. Interconnessione (le persone sono collegate sempre e ovunque) Informazione (reperire e produrre info è sempre più facile) Disintermediazione (distribuzione e molteplicità non sono più limiti) 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 Web revolution
  7. 7. Di nicchia (clienti  tribu) Lungo (infinita offerta per domanda infinitamente differenziata) Glocal (global come somma di mercati local) 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 Nasce un nuovo mercato VOI SIETE QUI . Old Market New Market
  8. 8. Prosumer (produce contenuto e giudizi: è opinion leader ) Aware (si informa e sceglie, è più consapevole) Engaged (va coinvolto,no convinto) 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 Nasce un nuovo cliente
  9. 9. Utile (per 93% consumatori le opinioni online sui prodotti sono la migliore risorsa per scegliere) Influente (per 67% consumatori le opinioni online sono il primo fattore di scelta) 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 Il potere del passaparola
  10. 10. A Giugno 2008 la Mosaico Arredamenti cita in giudizio Sergio Senari per aver diffamato la Società in seguito a un post sul suo Blog per 400.000 euro Reazione dei bloggers: centinaia di post distruggono la reputation e il posizionamento di Mosaico 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 Il potere del passaparola 2-La vendetta
  11. 11. Il Re è nudo arroccarsi non è più possibile e non conviene MA Le opportunità sono enormi: cambiare mentalità per intercettare mercati 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 … e le Aziende?
  12. 12. Aziende 2.0 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 Ascoltano le conversazioni online dei clienti e la propria reputation Conversano con i clienti per intuire opportunità e rischi Coinvolgono i clienti, “ingaggiandoli” dal concepting alla vendita
  13. 13. Marketing 2.0 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 Bidirezionale (azienda  cliente) Personalizzato (il cliente è al centro) Conveniente (ascoltare fa risparmiare) Persistente (messaggi permanenti)
  14. 14. Strategia 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 P iattaforma (il luogo in cui avvengono le conversazioni è fondamentale) P romozione (il fine delle azioni di marketing non va dimenticato) P artecipazione (il modo in cui si costruisce la relazione con gli utenti/clienti) Le 3P
  15. 15. Modello “Engagement” 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 Da: acquistare IMPRESSION (banner, link, etc.) A: acquisire ENGAGEMENT guadagnare LOYALTY
  16. 16. Strumenti 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 Tanti e in continua evoluzione ma essenzialmente:  Brand Blog (parlare di sé/ascoltare)  Social Media Marketing (essere presenti)  Buzz&Viral Marketing (far parlare di sé)  Brand Communities (costruire fedeltà)
  17. 17. Risultati 06/06/09 CLAUDIO VACCARO - MARKETING 2.0
  18. 18. Come funziona - Sintesi 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 L’utente come canale FA Marketing!
  19. 19. Come funziona - Dettaglio 06/06/09 CLAUDIO VACCARO - MARKETING 2.0
  20. 20. Azioni / Target / Obiettivi 06/06/09 CLAUDIO VACCARO - MARKETING 2.0
  21. 21. People Engaged Vs. Engaging Level 06/06/09 CLAUDIO VACCARO - MARKETING 2.0
  22. 22. People Engaged Vs. Time 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 Azioni One-Shot Azioni Continuative
  23. 23. Ma attenzione: 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 Ogni azione di Marketing 2.0 non deve essere fine a sé stessa ma deve essere:  parte integrante di una strategia di Web Marketing completa che realizzi il giusto mix (ad esempio abbinandole ad azioni SEO / SEM )  scelto in base al target e agli obiettivi desiderati . !
  24. 24. Bello, ma funziona? SI! 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 500 Loves You , Social Network (Fiat) La Community intorno alla 500 ha totalizzato in un anno 63 Mil di pagine viste views, 5 Mil di contatti, 80 K utenti registrati e 100 K iscritti alla newsletter Nital , News&Forum (Nikon) Il sito di News e Forum degli appassionati di fotografia su macchine Nikon ha realizzato 167 K iscritti, 974 K post inseriti in 25 sezioni di news Carnealfuoco , Community (Aia) La Community degli appassionati di carne alla brace ha consentito ad Aia di lanciare innovative linee di prodotto grazie ai 3.200 iscritti, 900 K pagine visitate, 639 sezioni di news e 4.930 risposte ZopaContest , Viral Contest (Zopa) Il contest creativo lanciato da Zopa ha consentito di raggiungere in meno di 1 mese 10 K iscritti, 1,5 milioni di euro messi in offerta dai prestatori e 420 mila euro di prestiti erogati in meno di un mese.
  25. 25. GRAZIE!! Per approfondire: 06/06/09 CLAUDIO VACCARO - MARKETING 2.0 www.socialware.it Contatti:  Mail: [email_address]  skype: claudiovaccaro

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