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Come fare marketing su internet (non lo so).

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Come fare marketing su internet (non lo so). Per un nuovo rapporto tra marche e consumatori.
Presentazione di Massimo Carraro ad Asam/Università Cattolica 22/11/07.

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Come fare marketing su internet (non lo so).

  1. 1. Come fare marketing su internet. Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  2. 2. Non lo so. <ul><li>Grazie, arrivederci. </li></ul>Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  3. 3. Come lavorare su un nuovo rapporto tra marca e consumatori per mezzo della rete. [Ovvero Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  4. 4. il fatto che 22 milioni di italiani trascorrano in rete 40 minuti al giorno, 32 volte al mese Fonte: Nielsen Online/Osservatorio Multicanalità - www.multicanalita.it . [Ovvero come ho imparato a non avere paura e ad amare la bomba: con conseguenze facilmente immaginabili sulla fruizione di tv e giornali ]. Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  5. 5. Prima di tutto, il ROI. Scordiamocelo. Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  6. 6. Pubblicità? Idem. Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  7. 7. “ Ma allora, cosa ci perdo tempo a fare, se non mi torna indietro niente?” Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  8. 8. Il punto è che su internet siamo tutti ospiti . E quando si è ospiti... si porta qualcosa. (Altrimenti si viene rifiutati, a favore di qualcun altro, dai modi più adeguati). Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  9. 9. <ul><li>Occorre guadagnarsi l’attenzione. </li></ul><ul><li>Non possiamo più comprarla, come sui media. </li></ul><ul><li>Il nuovo atteggiamento mentale è quello del dialogo . </li></ul><ul><li>Dalla Unilever al sig. Pinco Pallino, su internet si è tutti uguali: </li></ul><ul><li>persone che parlano. </li></ul>Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  10. 10. <ul><li>“ E come si fa?” </li></ul>Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  11. 11. <ul><li>E’ curioso: non è necessario niente di speciale, </li></ul><ul><li>ma è indispensabile essere autentici. </li></ul><ul><li>Essere se stessi. </li></ul><ul><li>Per esempio, raccontare come nasce e cresce un prodotto </li></ul><ul><li>(come fa Fiat con il blog Bravo). </li></ul><ul><li>Raccontare cosa succede in azienda </li></ul><ul><li>(come fa Ducati con la sua community) . </li></ul>Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  12. 12. O, semplicemente, partecipare alla conversazione laddove si parla di noi e delle nostre merceologie. (Forum, blog, network sociali). Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  13. 13. Good news! <ul><li>E’ gratis. </li></ul>Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  14. 14. Bad news... <ul><li>Serve tempo. </li></ul>Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  15. 15. Suggerimenti pratici: <ul><li>Iniziate a navigare sui siti che vi possono riguardare. </li></ul><ul><li>Cercate i forum. </li></ul><ul><li>Cercate i blog. </li></ul><ul><li>Leggete. </li></ul><ul><li>Commentate. </li></ul>Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  16. 16. <ul><li>Coinvolgete quello stagista brillante, </li></ul><ul><li>date una nuova motivazione a quella segretaria : </li></ul>“ Da oggi hai un compito importante. Naviga un’ora al giorno e vedi cosa si dice di noi su internet. Aggiornami ogni venerdì”. Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  17. 17. <ul><li>Dopo un mese, </li></ul><ul><li>autorizzatelo/a a scrivere dei commenti </li></ul><ul><li>(sempre dichiarando chi è e per chi lavora). </li></ul><ul><li>Se con il tempo </li></ul><ul><li>la cosa vi sembra interessante, </li></ul><ul><li>cominciate a pensare a un piccolo blog </li></ul><ul><li>(cosa molto semplice da realizzare). </li></ul><ul><li>Prima però, </li></ul><ul><li>leggete “Naked Conversations” </li></ul><ul><li>di Scoble e Israel. </li></ul>Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  18. 18. Il tutto... con la maglia di lana: <ul><li>1. Se non ci credete non fatelo. </li></ul><ul><li>2. Non aspettatevi la luna. Ci vuole costanza. </li></ul><ul><li>3. Non fate finta, non dite bugie, non nascondetevi dietro l’anonimato </li></ul><ul><li>(ricordate che il passaparola negativo viaggia in Ferrari, </li></ul><ul><li>quello positivo in bicicletta). </li></ul><ul><li>4. Parlate one-to-one, perché la rete è un posto di persone, non di aziende. </li></ul><ul><li>5. Rispondete anche e soprattutto alle critiche, con onestà e trasparenza. </li></ul><ul><li>6. Siate appassionati, autorevoli, credibili. E spontanei. </li></ul><ul><li>7. Muovetevi con calma e gradualità. </li></ul>Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  19. 19. “ Ma insomma. Mi costa un sacco di tempo (mio e dello stagista), non ho risultati sicuri, devo essere dialettico e... ...rischio pure il passaparola negativo! Alla fine, che senso ha?” Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  20. 20. <ul><li>Che senso ha essere in contatto diretto </li></ul><ul><li>con il proprio mercato? </li></ul><ul><li>La risposta </li></ul><ul><li>è probabilmente diversa per ognuno di noi. </li></ul><ul><li>Il dato importante è che </li></ul><ul><li>oggi questa possibilità esiste. </li></ul>Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl
  21. 21. Grazie, e buona conversazione. Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl :-) 
  22. 22. Anobii Blog Creative Commons Delicious Ebay Facebook Flickr Google iPod Linked In Lulu Msn messenger Myspace Podcast Letture: Per aprire un blog: NAKED CONVERSATIONS di Scoble/Israel (Wiley) CLUETRAIN MANIFESTO di Levine/Locke/Searls/Weinberger (Fazi) COME SI FA UN BLOG di Maistrello (Tecniche Nuove) NOVA - ogni giovedì con Il Sole 24 Ore 7th FLOOR free press su www.7thfloor.it www.wordpress.com Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl Posti di conversazione online: Rss Skype Slideshare Technorati Tumblr Twitter User-generated content Wiki Wikipedia Yahoo Youtube ... ... ...
  23. 23. Massimo Carraro Monkey business/advertising in the jungle srl online conversation: www.monkeybusinessmilano.it 02/2151581 Alcuni diritti riservati - Licenza Creative Commons attribuzione 2.5 Italia - Riproduzione libera citando la fonte: Massimo Carraro/Monkey business srl

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