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Reputazione Digitale: Musei e Beni Culturali #BTO2015 Firenze

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La reputazione di una destinazione è influenzata anche da commenti e recensioni che i viaggiatori lasciano su attrazioni, mostre, musei e beni culturali in genere.

E sempre più spesso anche nella scelta dell’offerta culturale sono proprio le tracce dei visitatori precedenti che orientano le scelte. Quanto pesa la “componente cultura” nella reputazione di una DMO?

E chi “gestisce” la reputazione di un bene culturale o di un museo?

Published in: Marketing
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Reputazione Digitale: Musei e Beni Culturali #BTO2015 Firenze

  1. 1. Reputazione Digitale: Musei e Beni Culturali Firenze 3 Dicembre 2015
  2. 2. Dal 2013 proviamo a rendere le nostre istituzioni più social. Chi siamo e cosa facciamo?
  3. 3. Andando oltre gli strumenti e la tecnologia, perché non basta aprire un account su un social network.
  4. 4. Un museo è “social” se…?
  5. 5. Ti racconto una storia
  6. 6. “Fino al 2013 lavoravo quasi esclusivamente con gruppi e attraverso richieste da TO. Oggi grazie al passaparola online quasi l’80% delle prenotazioni arrivano da canale diretto. “Lorenzo Bonoldi (Visit Mantua Private Tours) Guida per viaggiatori Portale di recensioni Travel Blog
  7. 7. Quanti di voi hanno ricercato informazioni online per: Hotel Dating Job Application Prodotti
  8. 8. La reputazione è una nuova moneta? Rachel Botsman
  9. 9. Vale molto di più del denaro perché è a lungo termine. E’ un valore tangibile che ci permette di crescere costantemente e migliorare le nostre organizzazioni. Misura quanto una comunità si fida di noi ed influenza in maniera determinante le scelte delle persone. Attenzione però: la reputazione è soggetta a mutazioni,e pertanto va curata, alimentata e gestita
  10. 10. Pianificare un viaggio significa molto più che prenotare un aereo ed un hotel
  11. 11. La reputazione contribuisce ad ispirare la scelta di una destinazione, la visita di un museo e di qualsiasi altra attrazione.
  12. 12. USA Schedule Cost Travel Distance (proximity) Special Events Reputation “Family Friendly” Nightlife Climate “Friends and family” Safety Specific activity/attractions Easy of access Western Europe Reputation Schedule Special Events Easy of access Planning convenience Nightlife Travel Distance (Procimity) Specific activity/attraction Safety Climte Fine dining Cost High- Propensity Visitors Schedule Reputation Travel distance (proximity) Easy of Access Planning convenience Climate Special Events Specific activity/attraction Travel loyalty programs Nightlife Fine dining Cost Quali sono i fattori che influenzano il processo decisionale? Fonte Impacts
  13. 13. La reputazione di un bene culturale da quali fattori è alimentata?
  14. 14. L’esperienza prima di tutto. Qualsiasi elemento influisce sulla reputazione.
  15. 15. BRAND Paid Media Trust Media Reputation X 12.8
  16. 16. Cosa possiamo fare?
  17. 17. Possiamo prendercene cura
  18. 18. Ascolto Azione Partecipazione Amplificazione Come? (Online Brand Reputation Management) Rispondere a tutte le reviews quando possibile Intervenire per risolvere eventuali problemi all’interno della propria organizzazione Lavorare per offrire dei contenuti utili Creare ambienti di discussione e di connessione con il proprio audience Entrare in relazione con nuovi potenziali visitatori (Pr) Community Management Tenere sotto controllo quello che i visitatori dicono su di noi Analizzare e monitorare costantemente la presenza online Ascoltare le opinioni ed i feedback Mettere in evidenza quello che le persone dicono su di noi Diffondere eventuali contenuti positivi Comunicare eventuali miglioramenti nel servizio Senza dimenticare le basi.
  19. 19. Chi dovrebbe farlo?
  20. 20. Perché dovremmo farlo: • Perché se ci si prenderà cura della propria reputazione sarà più semplice avere successo nei propri progetti • Perché in questo modo si può conoscere il proprio pubblico ed entrare in relazione con esso • Per migliorare l’esperienza che si sta offrendo. • Per capire cosa le persone amano di un museo • Perché migliorando la reputazione aumenterà la fiducia dei visitatori • Perché una migliore reputazione vuol dire maggiori ricavi
  21. 21. Conosci la tua audience?
  22. 22. Ascolto + Autorevolezza (- Autorità) Trasparenza Relazioni e fiducia Gestite e difendere la reputazione in maniera attiva Dite Grazie In Conclusione:
  23. 23. La buona reputazione sta dormendo? Svegliamola!
  24. 24. Grazie @Fabriziotodisco @InvasioniDigita

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