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Facebook engagement rate +900%: il caso Fabbri 1905 - Web Marketing Festival 2017

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Come incrementare il coinvolgimento di una community su Facebook? Quali metriche osservare, misurare e sfruttare a tuo vantaggio? Ma soprattutto: come arrivare a un tasso di engagement rate del +900% in meno di 6 mesi? Questo e altro nella strategia che Social Factor ha studiato per Fabbri 1905.

Published in: Marketing
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Facebook engagement rate +900%: il caso Fabbri 1905 - Web Marketing Festival 2017

  1. 1. @enricogualandi #wmf17 Web Marketing Festival 23-24/06/17 - Rimini - #wmf17 FACEBOOK ENGAGEMENT RATE +900% IL CASO FABBRI 1905
  2. 2. @enricogualandi #wmf17 ENRICO GUALANDI SOCIAL FACTOR CO-FOUNDER DIGITAL STRATEGIST SPECIALIZZATO IN LOCAL MARKETING
  3. 3. @enricogualandi #wmf17 TWITTER @ENRICOGUALANDI #WMF17 POTETE TWITTARE LE DOMANDE SIA ORA CHE NEI PROSSIMI GIORNI, RISPONDERÒ A TUTTI @enricogualandi #wmf17
  4. 4. @enricogualandi #wmf17 L’ANNO SCORSO DA FACEBOOK A SNAPCHAT DRIVE TO STORE CON I SOCIAL MEDIA Web Marketing Festival 8-9/07/16 - Rimini - #wmf16
  5. 5. @enricogualandi #wmf17 STANDING OVATION Facebook piano editoriale • Aggiungere valore all’esperienza • Qualità grafica e fotografica • Quantità: senza sponsorizzazione non serve a nulla • Dialogo: ricordate i focus group? • Hashtag? No, grazie • Eventi: non abusarne
  6. 6. @enricogualandi #wmf17 HO DETTO UNA COSA SEMPLICE SU FACEBOOK È FINITA L’ERA DEL POST QUOTIDIANO OBBLIGATORIO “ ”
  7. 7. @enricogualandi #wmf17 IN REALTÀ È FINITA DA UN PEZZO MA NON TUTTI SE NE SONO ACCORTI
  8. 8. @enricogualandi #wmf17 FACEBOOK EDGERANK NASCE NEL 2008: AI TEMPI L’INTERAZIONE ERA FONDAMENTALE PUBBLICARE TANTI POST POTEVA ESSERE UNA BUONA IDEA
  9. 9. @enricogualandi #wmf17 OGGI LA PORTATA ORGANICA DELLE PAGINE DI BRAND È TRA IL 2% E IL 5% DECRESCE ALL’AUMENTARE DELLA FANBASE
  10. 10. @enricogualandi #wmf17
  11. 11. @enricogualandi #wmf17 VOGLIAMO OFFRIRE AI NOSTRI LETTORI, FAN E FOLLOWER UNA NUOVA ESPERIENZA NARRATIVA, CONTENUTISTICA E DI INGAGGIO […] SFRUTTANDO AL MEGLIO TUTTE LE OPZIONI FORNITE DAI CANALI DI SOCIAL NETWORKING IN TERMINI DI CONTENUTO, COINVOLGIMENTO, RELAZIONE “ ”
  12. 12. @enricogualandi #wmf17 OBIETTIVO INCREMENTARE L’INTERAZIONE DELLE COMMUNITY
  13. 13. @enricogualandi #wmf17 ENGAGEMENT RATE [(INT 1 / FAN 1) + (INT 2 / FAN 2) + … + (INT N / FAN N)] / POST DA 1 A N * 100 INT = LIKE + SHARE + COMMENTI
  14. 14. @enricogualandi #wmf17 STRATEGIA A. RIORGANIZZAZIONE DELLE PRESENZE B. RESTYLE E CURA GRAFICA C. IDEAZIONE CONTENUTI D’INTERESSE PER LA COMMUNITY
  15. 15. @enricogualandi #wmf17 LA NOSTRA PROPOSTA 2 POST A SETTIMANA, ENTRAMBI SPONSORIZZATI SULLA FAN BASE O SU PARTE DI ESSA
  16. 16. @enricogualandi #wmf17 ANALISI CONTINUATIVA E OTTIMIZZAZIONE MENSILE BASATA SUI REPORT PER “ENTRARE NELLA MENTE” DEI TARGET LA NOSTRA PROPOSTA
  17. 17. @enricogualandi #wmf17 William Harlitt TUTTO CIÒ CHE INTERESSA, È INTERESSANTE“ ”
  18. 18. @enricogualandi #wmf17 SU FACEBOOK A. AMARENA FABBRI (IL LOVE BRAND) B. FABBRI BARTENDERS (IL MONDO “DELLA NOTTE”) C. FABBRI 1905 (LA PAGINA ISTITUZIONALE)
  19. 19. @enricogualandi #wmf17 AMARENA FABBRI UNA COMMUNITY DI APPASSIONATE, ADORANO L’AMARENA E I SUOI VASETTI, AMANO CUCINARE E CONDIVIDERE LE RICETTE DOLCIARIE
  20. 20. @enricogualandi #wmf17 TOP POST AMARENA FABBRI
  21. 21. @enricogualandi #wmf17 TOP POST AMARENA FABBRI
  22. 22. @enricogualandi #wmf17 TOP POST AMARENA FABBRI
  23. 23. @enricogualandi #wmf17 AMARENA FABBRI ENGAGEMENT RATE 0,54% » 1,6% = +197%
  24. 24. @enricogualandi #wmf17 FABBRI BARTENDERS UNA COMMUNITY DI PROFESSIONISTI E APPASSIONATI, PREVALENTEMENTE MASCHILE, AMA IL MONDO DEI COCKTAIL E DELLA MIXOLOGY
  25. 25. @enricogualandi #wmf17 TOP POST BARTENDERS
  26. 26. @enricogualandi #wmf17 TOP POST BARTENDERS
  27. 27. @enricogualandi #wmf17 TOP POST BARTENDERS
  28. 28. @enricogualandi #wmf17 FABBRI BARTENDERS ENGAGEMENT RATE 0,6% » 3,0% = +400%
  29. 29. @enricogualandi #wmf17 FABBRI 1905 UNA COMMUNITY DI PROFESSIONISTI E CONSUMATORI, PREVALENTEMENTE FEMMINILE, APPREZZA IL MARCHIO E LA SUA MOLTITUDINE DI PRODOTTI PER LA CASA, LE GELATERIE E LE PASTICCERIE
  30. 30. @enricogualandi #wmf17 TOP POST FABBRI 1905
  31. 31. @enricogualandi #wmf17 TOP POST FABBRI 1905
  32. 32. @enricogualandi #wmf17 TOP POST FABBRI 1905
  33. 33. @enricogualandi #wmf17 FABBRI 1905 ENGAGEMENT RATE 0,03%»3,0%= +1.866%
  34. 34. @enricogualandi #wmf17 COSA ABBIAMO IMPARATO?
  35. 35. @enricogualandi #wmf17 QUANTITÀ TANTE PUBBLICAZIONI SONO INUTILI SE NON LE VEDE NESSUNO
  36. 36. @enricogualandi #wmf17 QUALITÀ LA QUALITÀ DELLE PUBBLICAZIONI È FONDAMENTALE MA PUR SEMPRE RELATIVA
  37. 37. @enricogualandi #wmf17 NON È BELLO CIÒ CHE È BELLO MA È BELLO CIÒ CHE “ ”
  38. 38. @enricogualandi #wmf17 SPONSORIZZAZIONE FONDAMENTALE SPONSORIZZARE I POST SE VOLETE CHE VENGANO VISTI
  39. 39. @enricogualandi #wmf17 SPONSORIZZAZIONE – BUDGET BASTANO ANCHE PICCOLI BUDGET PER “DARE IL LA” AL POST
  40. 40. @enricogualandi #wmf17 SPONSORIZZAZIONE – TARGET STUDIATE CON ATTENZIONE LA PROFILAZIONE IN BASE AGLI OBIETTIVI PREFISSATI E OTTIMIZZATELA IN CORSO D’OPERA
  41. 41. @enricogualandi #wmf17 DIVERSIFICAZIONE TESTATE E VALUTATE I DIVERSI FORMATI DI POST: LINK, FOTO, VIDEO, ALBUM, ETC.
  42. 42. @enricogualandi #wmf17 ANALISI CONTINUA I REPORT LI CHIEDE IL CLIENTE MA IN PRIMIS SERVONO A NOI PER MIGLIORARE LE PERFORMANCE E METTERCI CONTINUAMENTE IN DISCUSSIONE
  43. 43. @enricogualandi #wmf17 GRAZIE
  44. 44. @enricogualandi #wmf17 ENRICO GUALANDI SOCIAL FACTOR /socialfactor.it @enricogualandi @socialfactorit socialfactor.it /in/gualandi DOMANDE?

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