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Un esempio di utilizzo dei Social Network nel B2B, Sarah Spagnuolo

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Presentazione alla Girl Geek Dinner #12 di Milano, una serata dedicata all'How to in formato Ignite.

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Un esempio di utilizzo dei Social Network nel B2B, Sarah Spagnuolo

  1. 1. di Sarah Spagnuolo ABB GGD #12 – 14 maggio 2010 Un esempio di utilizzo dei Social Network nel B2B
  2. 2. ABB Divisione Low Voltage Products <ul><li>ABB www.abb.com è leader nelle tecnologie per l'energia e l'automazione </li></ul><ul><li>Divisione Low Voltage Products </li></ul><ul><li>Offerta </li></ul><ul><li>Prodotti per la distribuzione elettrica di bassa tensione </li></ul><ul><li>Al servizio di questi mercati </li></ul><ul><li>Industriale, terziario, residenziale, OEMs, utility, trasporti </li></ul><ul><li>Al servizio di questi clienti </li></ul><ul><li>Installatori, grossisti, OEMs, utenti finali </li></ul><ul><li>Progettisti, System integrator e quadristi </li></ul>
  3. 3. La nostra formula web LPw = (C+U) web2.0 Low Voltage Products on the web = (Contenuti+ Usabilita) web2.0
  4. 4. La nostra formula web LPw = (C+U) web2.0 Crediamo che non sia lo strumento a definire la qualità dei contenuti, ma che i contenuti definiscano lo strumento
  5. 5. La nostra formula web LPw = (C+U) web2.0 Ci rendiamo conto che sempre di più l’ambito “privato” e quello “professionale”, da due rette parallele che non si incontravano mai, si stanno avvicinando
  6. 6. La nostra formula web LPw = (C+U) web2.0 Sappiamo che sul web è difficile che esistano canali di comunicazione dedicati e che chi naviga sul web lo fa indistintamente sia per il privato che per il business
  7. 7. La nostra formula web <ul><li>Per questi motivi e anche grazie allo spirito di inziativa di chi dalla pratica è poi passato alla teoria, siamo convinti che i Social Media non siano canali di comunicazione ad appannaggio esclusivo del B2C, ma che aziende B2B come ABB possano utilizzarli con l’obiettivo principale di aprirsi ad una comunicazione bidirezionale che porti valore da fuori a dentro l’azienda </li></ul>LPw = (C+U) web2.0
  8. 8. La nostra formula social LPs = (3C+m) sharing <ul><li>Low Voltage Products on social media </li></ul><ul><li>= </li></ul><ul><li>(Contenuti interessanti+Customer Care 2.0* </li></ul><ul><li>+Controllo+Monitoraggio) sharing </li></ul>
  9. 9. La nostra formula social LPs = (3C+m) sharing <ul><li>Prime criticità incontrate e superate </li></ul><ul><li>Blocco Web Sense dalle rete aziendale a tutti Social Network e non solo (ma come noi anche nostri clienti potrebbero avere le stesse restrizioni, quindi dalla criticità  alla comprensione del target) </li></ul>
  10. 10. La nostra formula social LPs = (3C+m) sharing <ul><li>Attivazione degli account da Ottobre 2009... </li></ul><ul><li>Lancio account Twitter ABB SACE Division per supportare la cronaca web dell’evento Energy Efficiency Award dell’account dedicato all’evento </li></ul><ul><li>Creazione Pagina Fan di ABB SACE Division in Facebook </li></ul><ul><li>Ottimizzazione e implementazione del canale You Tube ABB SACE </li></ul>
  11. 11. La nostra formula social LPs = (3C+m) sharing <ul><li>… ma con una strategia </li></ul><ul><li>Pubblicare post/twitt max 3 volte a settimana </li></ul><ul><li>Possibilmente la sera o nel week end per andare incontro ai nostri target </li></ul><ul><li>Mantenere un ritmo di pubblicazione costante per essere sempre presenti </li></ul><ul><li>Monitorare il più possibile </li></ul><ul><li>Lasciare la libertà a tutti di esprimersi…ma con un limite </li></ul><ul><li>La criticità se gestita diventa opportunità </li></ul>
  12. 12. La nostra formula social LPs = (3C+m) sharing <ul><li>… e con gli strumenti giusti </li></ul><ul><li>Gestione degli account condivisa utilizzando piattaforme di aggregazione di più account  team collaboration tools (vedi hootsuite) </li></ul><ul><li>Promozione degli account tramite le Newsletter Nazionali, Glocal, o targetizzate per cluster </li></ul>
  13. 13. La nostra formula social LPs = (3C+m) sharing <ul><li>Contenuti interessanti https://twitter.com/ABB_SACE </li></ul>
  14. 14. La nostra formula social LPs = (3C+m) sharing <ul><li>Customer Care 2.0 http://www.facebook.com/abb.sace </li></ul>
  15. 15. La nostra formula social LPs = (3C+m) sharing <ul><li>Controllo e programmazione </li></ul>
  16. 16. La nostra formula social LPs = (3C+m) sharing <ul><li>Monitoraggio di altri canali social sul web (vedi blog ecc.) </li></ul><ul><ul><li>Da http://sdime.com/ </li></ul></ul>
  17. 17. La nostra formula social LPs = (3C+m) sharing <ul><li>Condivisione </li></ul>
  18. 18. Conclusioni Primi risultati <ul><li>Interni </li></ul><ul><li>I clienti interni incominciano a contemplare nei loro piani di comunicazione la voce “social network” </li></ul>
  19. 19. Conclusioni Primi risultati <ul><li>Esterni </li></ul><ul><li>Ad oggi la pagina fan su Facebook “piace” ad oltre 600 persone e conta mediamente 20 interazioni a settimana </li></ul><ul><li>Anche i venditori/persone di campo conoscono questi canali tramite i clienti </li></ul>

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