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Strategie per la gestione dei Social Media: promozione e reputazione al tempo del "Social Customer"

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Strategie per la gestione dei Social Media: chi è il social customer? Come si comporta? Che cosa vuole? Svisceriamo questo target e cerchiamo di capire come le aziende possano organizzarsi per interagire con lui/lei e lavorare sulla propria reputazione e promozione [Genova, 12 Marzo, Workshop organizzato da Data For Business]

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Strategie per la gestione dei Social Media: promozione e reputazione al tempo del "Social Customer"

  1. 1. Strategie per la gestione dei Social Media: promozione e reputazione al tempo del social customer
  2. 2. Partiamo dal titolo…Strategie per la gestione deiSocial Media: promozione e reputazione al tempo del social customer
  3. 3. Social Media? Una rivoluzione!I social network sono uno degli aspetti fondanti di una “rivoluzione” più ampia che vasotto il nome di social media.Con questo termine si intende un insieme di tecniche e pratiche di creazione econdivisione dei contenuti online.È un ribaltamento dei poteri: i lettori che diventano anche autori, i fruitori dei contenutine sono (o possono essere) anche produttori; i cervi hanno i fucili, insomma.Con i social media il potere editoriale è diffuso e distribuito, ognuno di noi è l’editore dise stesso e si confronta “da pari” con gli altri editori (grandi o piccoli, individuali eindustriali).Il sito del New York Times è costruito con Wordpress, lo stesso software utilizzato damilioni di utenti per il loro blog. M.Massarotto da «Social Network: costruire e comunicare in rete»
  4. 4. A proposito di… contenuti #UGC #bidirezionalità #community #realtime #mobile
  5. 5. A proposito di… utenti Online: quanti, quanto e come?Fonte: WeAreSocial, 05/12
  6. 6. A proposito di… utenti Numeri! Fonte: go-gulf.com – 05/2012
  7. 7. Anche in Italia? http://www.slides hare.net/globalwe bindex/social- platforms-the- global-report- september-2012- italian-version
  8. 8. Promozione al tempo dei “social”Fonte immagine: http://www.flickr.com/photos/stuckincustoms/2462457722 Fonte immagine: http://www.flickr.com/photos/tonyboytran/4973027377 Invasione Discrezione Interruzione Coinvolgimento
  9. 9. Reputazione al tempo dei “social”Fonte immagine: http://www.flickr.com/photos/dipfan/134938595 Disinteresse Monitoraggio Presunzione Umiltà
  10. 10. Promozione … Reputazione … Manca qualcosa?
  11. 11. Io dico… RELAZIONE Fonte immagine: http://www.flickr.com/photos/wolfgangstaudt/1335744207Fonte immagine: http://www.lamercanti.it/articoli/reception-MASCAGNI/ Distanza Implicazione Sporadicità Continuità
  12. 12. Facile, no? Promozione Relazione Reputazione ? ? ? #ascolto #passaparola#visibilità #rapporto #dialogo #recensione #target #reazione
  13. 13. NO!
  14. 14. E perché allora tutto questo?
  15. 15. Per colpa sua! http://soshable.com/the-rise-of-the- social-consumers-how-crm-has-evolved/
  16. 16. Ma quanti anni ha?http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/
  17. 17. Uomo o Donna?http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/
  18. 18. E in Italia?http://www.slideshare.net/globalwebindex/social-platforms-the-global-report-september-2012-italian-version
  19. 19. E com’è? Anarchico Presuntuoso Esigente Rompi scatole Capriccioso
  20. 20. E cosa vuole lui?Essere informatoma soprattuttoconsigliato erassicurato.Da chi gli sta vicino. http://visual.ly/social-media-consumer-trends
  21. 21. E cosa vuole lui? Non avere problemi. E se li ha che siano risolti rapidamente, con garbo e senza ulteriori esborsi economici. Praticamente un miracolo.http://www.slideshare.net/socialnerdia/2h12-the-state-of-social-media-and-social-media-marketing-in-the-second-half-of-2012-13488609
  22. 22. E cosa vuole lui?Essere ascoltato.Considerato.E non solo alivello materiale. http://soshable.com/the-rise-of-the-social-consumers-how-crm-has-evolved/
  23. 23. E cosa vuole lui? Un’esperienza. Da protagonista. Possibilmente memorabile.http://www.slideshare.net/socialnerdia/2h12-the-state-of-social-media-and-social-media-marketing-in-the-second-half-of-2012-13488609
  24. 24. Praticamente … QUESTO! http://youtu.be/Sh-JRoY7_LU
  25. 25. Quindi un’azienda come la vostra … Che deve fare?
  26. 26. Si deve…“Socializzare”
  27. 27. Socializzarsi?????????????? http://www.webershandwick.com/resources/ws/flash/final_na_socialbrand_execsummary.pdf
  28. 28. Ok. Scendiamo sulla Terra… http://pixabay.com/it/terra-pianeta-blu-globo-planet-11009/
  29. 29. Esistere non basta più Sitohttp://www.cavallino-bianco.com Facebook https://www.facebook.com/Cavallino.Bianco.Family.Hotel
  30. 30. Bisogna ascoltare e rispondere
  31. 31. interagire
  32. 32. prepararsi (anche) al peggio
  33. 33. raccontare con immaginihttp://pinterest.com/ideeesoluzioni/
  34. 34. raccontare con videohttp://youtu.be/pmbGKqcsxzo http://www.youtube.com/user/potereesalumi?v=KH7mjy6zSXE
  35. 35. dove non può l’investimento può la creatività http://youtu.be/8LRpsfdKV_E
  36. 36. far raccontare … http://www.flickr.com/photos/gibsonsgolfer/3796549315/ http://www.flickr.com/photos/jessicatam/6104513405 Stimolare il racconto http://www.hotelmontemezzi.it/fun_hotel.htmAiutare il ricordo … e poi Free Wi-fi scegliere!
  37. 37. Ed esserci (almeno) quando e dove ti cercano
  38. 38. Qualche ultimo consiglio … 9 volte su 10 larisposta a quello che vi state chiedendo risiede nelle due magiche parole: BUON SENSO http://www.flickr.com/photos/fruskio/2477388613/
  39. 39. Qualche ultimo consiglio … La trasparenza viene prima di tutto. Evitate promesse che non potete mantenere.http://www.flickr.com/photos/thegez/3270580692/ Dite la verità
  40. 40. Qualche ultimo consiglio …Di virtuale qui non c’è più niente. Tanto meno i vostri clienti. Ed il vostro http://www.flickr.com/photos/sudhee/82891943/ fatturato.
  41. 41. Domande?http://www.flickr.com/photos/creative_stock/3532126747/
  42. 42. GRAZIE!www.paoloratto.com twitter.com/jul_x facebook.com/paolorattoblog

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