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Why social media-for-business

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Perchè i social Media, e i Social Network in particolare, possono essere fondamentali per il tuo business? Sussiste una correlazione tra brand engagement e profitti di business? Quali sono le motivazioni che spingono le persone a diventare fan e follower di un Brand? Che ripercussioni hanno questi comportamenti in termini di:
- raccomandabilità del profdotto
- propensione ad acquistare di nuovo un prodotto del Brand

Published in: Business
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Why social media-for-business

  1. 1. SOCIAL MEDIA FOR BUSINESS <ul><li>Perché i Social Network sono importanti per il tuo business </li></ul>
  2. 2. Perchè i Social media contano per il tuo Business?
  3. 3. Perché è impossibile ignorare i Social media <ul><li>2 /3 della popolazione Internet globale visita i Social Network </li></ul><ul><li>Visitare i Social Network è la 4° attività più popolare online, prima dell’email </li></ul><ul><li>Il tempo medio speso sui SN cresce con una velocità di 3 volte superiore alla crescita di Internet </li></ul><ul><ul><ul><ul><li>Nielsen, Global Faces & Networked Places, 2009 </li></ul></ul></ul></ul>Alcuni dati
  4. 4. Cosa si aspettano gli utenti <ul><li>Il 93% degli utenti Social Media credono che un’azienda dovrebbe avere una presenza nei Social Media </li></ul><ul><li>L’85% crede che un’azienda dovrebbe andare oltre la pura presenza social e che dovrebbe anche interagire con i propri clienti </li></ul><ul><ul><ul><ul><li>Cone, Business in Social Media Study, sett. 2008 </li></ul></ul></ul></ul>Social presence e social engagement
  5. 5. Chi parla e chi ascolta... <ul><ul><li>The people in charge of talking are in the marketing department. </li></ul></ul><ul><ul><li>The people in charge of listening are in the research or service or sales department. </li></ul></ul><ul><ul><li>They hardly ever talk to each other....” </li></ul></ul>Sono uffici diversi, che raramente si parlano.. Josh Bernoff
  6. 6. Le finalità dei Social Media <ul><li>Customer acquisition </li></ul><ul><li>Customer Service </li></ul><ul><li>Loyalty building </li></ul><ul><li>Public Relations </li></ul><ul><li>Thought Leadership </li></ul><ul><li>... </li></ul>
  7. 7. A che cosa servono i Social Media... <ul><li>Far conoscere la marca </li></ul><ul><li>Lanciare e promuovere i prodotti </li></ul><ul><li>Creare traffico verso punti vendita ed e-shop </li></ul><ul><ul><li>e inoltre: </li></ul></ul><ul><li>Gestire e migliorare la reputazione aziendale </li></ul><ul><li>Costruire una relazione prima dell’acquisto </li></ul><ul><li>... </li></ul>... e perché non potete più ignorarli
  8. 8. Perché non si può fare a meno di usarli? <ul><li>Basse barriere all’ingresso </li></ul><ul><li>I tuoi concorrenti sono già lì... </li></ul><ul><li>I tuoi clienti sono già lì... </li></ul>
  9. 9. Perché le persone diventano Fan e Follower? <ul><li>1. Perché le persone decidono di diventare Fan o Follower di un Brand ? </li></ul><ul><li>2. Esiste una (cor) relazione positiva tra l’esserlo diventato e la propensione ad acquistare o raccomandare il brand? </li></ul>Ricerca condotta da CMB – Marzo 2010
  10. 10. Perché si diventa Fan di un Brand? <ul><li>Non solo strumento per social engagement ma anche per customer acquisition </li></ul><ul><li>Il 49%, almeno in parte, era già Fan dell’azienda </li></ul>From CMB Consumer Pulse 2009-2010: 500 respondents were Facebook fans of brands
  11. 11. Perché si diventa Follower di un Brand? <ul><li>Il 51% (59% degli uomini ) diventa follower in parte perché gia cliente </li></ul><ul><li>Molte differenze tra uomo e donna </li></ul>From CMB Consumer Pulse 2009-2010: 500 respondents were Facebook fans of brands
  12. 12. Qual è la ragione principale per essere Fan? <ul><li>La maggior parte dei Fan sta arricchendo o promuovendo il proprio engagement con il Brand </li></ul><ul><li>Ricevere sconti e mostrare agli altri il proprio supporto al Brand sono i 2 fattori prevalenti </li></ul>From CMB Consumer Pulse 2009-2010: 500 respondents were Facebook fans of brands
  13. 13. Qual è la ragione principale per essere Follower? <ul><li>Ricevere sconti e promozioni, contenuti esclusivi, essere i primi a conoscere info dal Brand </li></ul><ul><li>Ricevere sconti e mostrare agli altri il proprio Brand Support sono i 2 fattori prevalenti </li></ul>From CMB Consumer Pulse 2009-2010: 500 respondents were Facebook fans of brands
  14. 14. I fan e Follower dichiarano di raccomandare e acquistare di più Metriche Facebook Twitter Maggiore probabilità di acquisto da un Brand 51% 67% Maggiore probabilità a raccomandare un Brand 60% 79%
  15. 15. Molti Fan e Follower riconoscono che... Il “Like” è come una piccola recensione
  16. 16. Molti Fan riconoscono che... <ul><li>Diventare Fan è tuttora un modo per coinvolgere maggiormente le persone con i Brand che già conoscono e amano </li></ul>“ Direi che le persone che sono già fan di un Brand sono l’audience ideale per acquistare il Brand” “ E’ più probabile che acquisti prodotti da Brand che già conosco e che seguo maggiormente da quando sono diventato Fan
  17. 17. Risultati chiave <ul><li>Più della metà delle persone intervistate che sono diventate Fan o Follower hanno dichiarato che hanno maggiori probabilità di acquistare e raccomandare di prima </li></ul><ul><li>Molte persone che diventano Fan lo fanno perché sono già clienti (per il 49% è una delle ragioni per diventare Fan) </li></ul><ul><li>Metodologia: </li></ul><ul><li>- Interviste con circa 1500 adulti USA + interviste qualitative one-to-one </li></ul>
  18. 18. La Poligamia per i Fan non è molto estesa.. <ul><li>Il 75% delle donne sono Fan di meno di 5 Brand </li></ul><ul><li>Il 68% degli uomini sono Fan di meno di 5 Brand </li></ul>From CMB Consumer Pulse 2009-2010: 500 respondents were Facebookfans of brands N° Brand seguiti su Facebook Complessivo Uomo Donna Zero 20% 17% 22% 1-2 33% 31% 34% 3-4 19% 20% 19% 5-9 17% 21% 14% 10 + 11% 12% 11%
  19. 19. Il ruolo dei clienti Come si comportano i nostri clienti nei Social Media?
  20. 20. Una metrica per la Customer Advocacy <ul><li>Quanto è probabile che un vostro cliente raccomandi il vostro prodotto? </li></ul><ul><li>Il Net Promoter Score stabilisce una metrica per la customer advocacy </li></ul>Il Net Promoter Score
  21. 21. Il Net Promoter Score <ul><ul><li>Si chiede ai consumatori di esprimere in una scala da 1 a 10 la loro probabilità a raccomandare un’azienda specifica o un brand. </li></ul></ul><ul><ul><li>Un punteggio > 75% è considerato molto alto </li></ul></ul>Come si calcola
  22. 22. Perché i social media sono importanti? Fonte: Nielsen Global Online Consumer Survey, Aprile 2009 Le 10 tipologie di pubblicità in cui i consumatori ripongono maggior fiducia
  23. 23. Il Consumatore Social <ul><li>Trascorre gran parte del suo tempo in rete , sempre più nei social network </li></ul><ul><li>Condivide informazioni ed esperienze con la propria cerchia amicale </li></ul><ul><li>Cerca consigli di acquisto dai propri amici </li></ul><ul><li>Desidera interagire con (le persone dietro il) Brand </li></ul>
  24. 24. Il Volume dei Social Media sta esplodendo <ul><li>Più di 500 milioni di utenti attivi </li></ul><ul><li>50% si collega almeno una volta al giorno </li></ul><ul><li>Più di 35 milioni utenti aggiornano lo status update giornalmente </li></ul><ul><li>Più di 60 milioni di status updated postati ogni giorno </li></ul><ul><li>Più di 3 miliardi di foto caricate sul sito ogni mese </li></ul><ul><li>Più di 5 miliardi di contenuto (web links, news stories, blog posts, notes, photo albums, etc.) condivisi ogni settimana </li></ul>
  25. 25. Il Volume dei Social Media sta esplodendo <ul><li>Più di 3.5 milioni di eventi creati ogni mese </li></ul><ul><li>Più di 3 milioni Pagine attive su Facebook </li></ul><ul><li>Più di 1.5 milioni di Business locali hanno pagine attive su Facebook </li></ul><ul><li>Più di 20 milioni di persone diventano Fan delle Pagine ogni giorno </li></ul><ul><li>Le pagine hanno creato più di 5.3 miliardi di Fan </li></ul>
  26. 26. Il Volume dei Social Media sta esplodendo <ul><li>Utilizzo di Facebook da Mobile: </li></ul><ul><li>Più di 100 milioni di utenti attivi che accedono a Facebook via mobile </li></ul><ul><li>Le persone che usano Facebook via Mobile sono 2 volte più attive su Facebook rispetto agli utenti non-mobile </li></ul>
  27. 27. Livelli di Social Engagement <ul><li>Utilizzo di Facebook per utente: l’utente medio: </li></ul><ul><li>ha 130 Amici sul sito </li></ul><ul><li>invia 8 richieste di amicizia al mese </li></ul><ul><li>trascorre più di 55 minuti al giorno su Facebook </li></ul><ul><li>Clicca il bottone “Mi Piace” su 9 contenuti ogni mese </li></ul><ul><li>scrive 25 commenti su contenuti ogni mese </li></ul><ul><li>diventa Fan di 4 Pagine ogni mese </li></ul><ul><li>è invitato a 3 eventi ogni mese </li></ul><ul><li>è membro di 13 Gruppi </li></ul>Statistiche Facebook, Mar. 2010
  28. 28. Crescita dei tweet giornalieri <ul><li>Gli utenti inviavano tweet 5000 volte al giorno nel 2007 </li></ul><ul><li>300.000 tweet nel 2008 </li></ul><ul><li>2,5 milioni al giorno nel 2009 </li></ul><ul><li>Oggi circa 50 milioni di tweet al giorno (600 tweet al secondo) </li></ul>
  29. 29. Utenti Twitter e Lettori di Blog in USA <ul><li>Secondo eMarketer, più di 18 milioni di utenti USA usano Twitter </li></ul>
  30. 30. Facebook e gli altri Facebook riflette maggiormente la distribuzione della Popolazione online Marzo 2010 18-24 25-34 35-44 45-54 55-64 65+ Facebook 86% 72% 64% 54% 50% 40% Twitter 27% 16% 9% 9% 5% 4% MySpace 28% 24% 14% 9% 4% 4% Google 96% 95% 86% 84% 84% 82% Yahoo 57% 66% 68% 68% 58% 57%
  31. 31. I Social Media come componente fondamentale dei Piani di marketing <ul><li>L’86% delle aziende intervistate pianifica di incrementare gli investimenti sui Social media nel 2010 </li></ul><ul><li>Il 13% dichiara di mantenere almeno lo stesso livello di investimenti </li></ul><ul><li>[Econsultancy, Febb. 2010] </li></ul>Crescita prevista advertising sui Social Media
  32. 32. Non vale solo per il B2C ma anche per il B2B <ul><li>Affermare la propria Leadership </li></ul><ul><li>Generare lead </li></ul><ul><li>Ottenere feedback dai clienti </li></ul><ul><li>Fare adv. e ricerche di mercato </li></ul>
  33. 33. Brand engagement su Facebook: uno Sguardo al futuro <ul><li>In poco tempo il “ numero dei Facebook Fan ” sarà una delle metriche chiave per il 50% dei Direttori Marketing di aziende B2C perché Facebook è: </li></ul><ul><ul><li>Ubiquo </li></ul></ul><ul><ul><li>Rappresentativo di tutte le fasce d’età </li></ul></ul><ul><ul><li>Misurabile </li></ul></ul><ul><ul><li>leale ed equo, pone tutti i Brand allo stesso livello </li></ul></ul><ul><ul><li>Anche se non è una metrica perfetta al momento è la migliore.. </li></ul></ul>
  34. 34. Facebook supera Google come quota di mercato 15 marzo 2010
  35. 35. Scenario Internet Italiano – la blogosfera http://blog.liquida.it/2009/12/limpatto-dei-blog-nellinformazione-italiana/
  36. 36. La diversa attrattività sui target Fonte: Nielsen NetView – Panel Casa e Ufficio – Gennaio 2010 UNIQUE AUDIENCE 15.9 mio 2.1 mio 1.4 mio 0.8 mio 0.7 mio TARGET Donne ( 102 ) 18-24 ( 119 ) Uomini ( 102 ) 18-24 ( 163 ) 25-34 ( 127 ) 12-17 ( 322 ) 18-24 ( 179 ) Uomini ( 114 ) 25-34 ( 119 ) 65+ ( 135 ) Uomini ( 108 ) 25-34 ( 135 ) 35-49 ( 127 ) 55-64 ( 115 )
  37. 37. GRAZIE PER L’ATTENZIONE <ul><li>Leonardo Bellini – Consulenza e servizi di marketing digitale </li></ul><ul><li>Autore di Fare business con il Web –Lupetti Editore </li></ul><ul><li>Ho curato l’edizione italiana di: </li></ul><ul><li>Web In azienda – ETAS </li></ul><ul><li>Noi è meglio - ETAS </li></ul><ul><li>Riferimenti online: </li></ul><ul><li>Booksite: www.farebusinessconilweb.com </li></ul><ul><li>Brandsite: www.dml.it </li></ul><ul><li>Blogsite: www.digitalmarketinglab.it </li></ul><ul><li>Scrivetemi a: [email_address] </li></ul>
  38. 38. Contatti <ul><li>Tutte le informazioni relative ai corsi, programmi e metodologia applicata da Digital Marketing Lab sono disponibili online sul sito web </li></ul><ul><li>www.dml.it </li></ul><ul><li>Per informazioni: info@dml.it, leonardobellini@dml.it </li></ul>

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