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Comunicare il vino (francesca romana cordella) www.vinoservus.com

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Comunicare il vino. Il Wine Blogging. Cosa significare avere un "wine blog". Come si comunica il vino. Come nasce il mio blog Vino Servus. #vinoservus I migliori blogger di vino italiani.

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Comunicare il vino (francesca romana cordella) www.vinoservus.com

  1. 1. www.vinoservus.com
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  6. 6. www.vinoservus.com BRINDISI
  7. 7. ? www.vinoservus.com
  8. 8. Do you know this wine?
  9. 9. The story behind www.vinoservus.com
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  12. 12. UN PO‘ DI NUMERI - blog di nicchia - una media di 32 visite al giorno - una media di 1 -2 post settimanali www.vinoservus.com + 750 fb/vinoservus 376 followers fr_romana 358 followers romanatwtr
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  16. 16. STORIA DEL BLOGGING • La data di nascita ufficiale del blogging è pertanto considerata il 1997, per due buone ragioni. In quell’anno venne alla luce la creazione di Ian Ring, che sviluppò e rese pubblico in modo indipendente da chiunque altro il primo CMS, un pacchetto che chiamò “e-journal”. • Ring non ottenne né fama né soddisfazione dal suo operato, anzi, abbandonò il progetto - pionieristico, certo, ma nato sotto una cattiva stella, e presto surclassato dalla sua concorrenza. • Il 17 dicembre dello stesso anno Jorn Barger coniò il termine “Weblog”
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  18. 18. www.vinoservus.com 2. GIORNALISMO E BLOGGING I blogger hanno un’etica professionale, come i giornalisti 1993 Regolamento italiano: Carta dei Doveri del Giornalista 1800 parole che dicono sostanzialmente cinque cose: • un giornalista deve sempre verificare le fonti delle notizie che pubblica, rispettare la dignità delle persone • evitare di diffamarle arbitrariamente e senza prove concrete • rifiutare regali più o meno palesi di usare a proprio favore le informazioni di cui dispone. Nel caso commetta un errore, inoltre, un giornalista è tenuto a garantire il diritto di replica, cioè a consentire alla parte lesa di dire la sua nello stesso ambito su cui l’articolo è stato pubblicato.
  19. 19. www.vinoservus.com 2. GIORNALISMO E BLOGGING ZERO - Per i blogger niente regole, niente codice etico. E nemmeno niente obblighi, fatta eccezione per quelli previsti dalla Legge. La diffamazione, per esempio, è un reato e si applica a chiunque, blogger e giornalisti compresi. SEO - La comunità dei giornalisti italiani non ha dei blogger un’opinione particolarmente positiva. Gran parte di essa tende ancora oggi a considerarli come individui qualunque che esprimono la propria opinione usando Internet come megafono e il SEO come trucco per emergere.
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  22. 22. www.vinoservus.com 3. COME USARE UN BLOG • per cercare lavoro • personal branding e fiducia dei consumatori • per informare e condividere opinioni • offrire servizi e consulenza • per guadagnare soldi • avviare nuovi business online
  23. 23. www.vinoservus.com BLOG COME VETRINA • distinguersi dalla massa • identitificare il proprio USP (unique selling proposition) • pubblicare contenuti utili e di qualità con costanza
  24. 24. www.vinoservus.com BLOG COME PERCORSO il blog rappresenta un percorso evolutivo ed educativo • per il lettore • ma anche per chi scrive «Online voi siete il vostro blog, la sua presenza è la vostra presenza, il suo logo è la vostra faccia e quello che scrivete è quello che dite. Farlo crescere significa crescere insieme a lui, quindi ottenere visibilità e lavori.» Federica Piersimoni - Travel Blogger
  25. 25. www.vinoservus.com BLOG COME CONDIVISIONE Grazie a contenuti di qualità e sempre aggiornati puoi ottenere traffico da - motori di ricerca (traffico organico) - canali social (ricondivisioni) - altri blog (link verso il tuo sito
  26. 26. www.vinoservus.com BLOG COME POSIZIONAMENTO Chiunque ne sa di più su un argomento diventa automaticamente „esperto“ Insegnando vieni considerato un esperto Esperto = fiducia
  27. 27. www.vinoservus.com TIPOLOGIE DI BLOG • diario personale • blog tematici (food blog, wine blog, mum blog, ecc…) • blog directory • blog d‘informazione (politica, notizie/cronaca, ecc…) • vlog/photoblog (tumblr) • audioblog/ podcasting
  28. 28. www.vinoservus.com BLOG INTERESSANTE PER VOI un esempio - WANT WORDS Marta Stelmaszak (traduttrice polacca) - In inglese, consigli per traduttori freelance
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  32. 32. www.vinoservus.com 4. IL BLOGGER – PROFILO • Il sommelier (per venderlo nel locale) > immagine “tecnica” (note di degustazione, …) • Il produttore/ vignaiolo (per presentarlo e venderlo) > immagine autentica (vinificazione…) • L’esperto di marketing (per pubblicizzarlo) > spesso immagine falsata, rischio comunicazione autoreferenziale • Il giornalista/ Il blogger (racconta storie, intervista, viaggia)
  33. 33. www.d4b.it
  34. 34. 5. CHI È IL WINE BLOGGER? • appassionato di prodotti enologici • con il pallino per la scrittura • può essere all’origine sommelier, giornalista, proprietario di cantine o ancora importatore • è stato conquistato dal web • ama divulgare notizie su prodotti, marketing, concorsi o più semplicemente su gusti e tendenze di personaggi celebri ed eventi importanti • dispensa consigli, oppure contribuisce a diffondere news di settore che interessano il mondo del marketing e della comunicazione
  35. 35. www.vinoservus.com IL BLOGGER – ALCUNI PROFILI • Il sommelier: ANDREA GORI/ INTRAVINO • Il produttore/ vignaiolo: ARMIN KOBLER/ MARILENA BARBERA • L’esperto di marketing o l’agenzia di comunicazione: PAMELA GUERRA • Il giornalista/ il blogger: FRANCESCO SAVERIO RUSSO/ ELISABETTA TOSI
  36. 36. 6. COSA FA IL WINE BLOGGER? • rappresenta la (sua) azienda • diffonde la storia aziendale di una cantina • trasporta il territorio e la tradizione nonché i valori aziendali • grazie ai suoi articoli racconta di prodotti, fa conoscere le attività della tua cantina, spiega e dà informazioni utili sul vino e sul packaging • diventa più visibile ai suoi contatti • ha la possibilità di iniziare a lavorare anche online in modo da trovare nuovi clienti • costruisce quindi una community intorno al brand
  37. 37. www.vinoservus.com COSA COMUNICARE CON UN BLOG DI VINO • Appunti di degustazione • Abbinamento cibo/ vino • Promozione di cantine • Descrizioni di viaggi e visite presso cantine • Raccolta di eventi enogastronomici Elementi comuni: • Storytelling + • un mix di elementi „tecnici, emozionali e divulgativi“
  38. 38. APRIRE UN BLOG • WORDPRESS: https://wordpress.org/download/ • HOW TO INSTALL WORDPRESS: https://www.youtube.com/watch?v=snFzbPm_RUE PERCHÉ UN BLOG • Perché creare un blog? I 10 motivi principali di Giacomo Freddi https://www.youtube.com/watch?v=dmid3HlXRKw STRATEGIA DI COMUNICAZIONE • COURSERA (Content Strategy, Social Media, etc…) https://www.coursera.org/ • http://www.brandanew.co/tools-for-professional-blogging/ TIPOLOGIE DI BLOGGER • http://luoghidavedere.it/oltre-il-travel-blog/travel-blogger-o-blogger-di-viaggi-10- tipologie_4259 • http://www.socialmediacoso.it/2015/01/19/12-tipi-di-blogger-che-popolano-il-mondo- del-web/
  39. 39. Francesca Romana Cordella fr.cordella@vinoservus.com www.vinoservus.com

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