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Mappa dei contenuti



                      CBBE (Keller)
Scenario di una rivoluzione annunciata
                                                                                   ...
Sviluppo Sostenibile
“Lo sviluppo è sostenibile se soddisfa i bisogni delle generazioni presenti senza compromettere le
po...
Brand Reputation e Sostenibilità
                 •  Immagine
                        • Tradizione, prestigio, legame con ...
Green Marketing (J.Grant)




Green marketing vs Green Whashing
Il consumatore “critico”
Consumatore responsabile: una ristretta nicchia di consumatori attivisti o a conoscenza del
probl...
Leve di comunicazione condivise



                   AUTENTICITA’

                   CREDIBILITA’
    SOCIAL MEDIA      ...
Internet, social media, viralità e modalità d’uso
Utenti Italia: 22 milioni
Uomini 55%
Donne 45%
Esposizione media: 53 min...
Social media, obiettivi e tattiche
Charlene Li, Josh Bernoff, “L’Onda Anomala“ - Forrester Research , 2009
               ...
Tim Tribù e “Come suona il caos?”

SEEDING , PROMOZIONE,
MONITORAGGIO
Report Campagna Social Media
Follow me!
SOCIAL MEDIA ACCOUNTS

Wordpress     http://micaelafiorito.wordpress.com/
LinkedIn      http://it.linkedin.com/...
Green Marketing e Social Media per migliorare la relazione tra brand e consumatore.
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Green Marketing e Social Media per migliorare la relazione tra brand e consumatore.

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This is the presentation for my academic defense - 2010
I had to be really synthetic, but for a full explanation, you should look on Scribd.
Hope you like it.
Thank you ;)

Published in: Business, Technology
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Green Marketing e Social Media per migliorare la relazione tra brand e consumatore.

  1. 1. Mappa dei contenuti CBBE (Keller)
  2. 2. Scenario di una rivoluzione annunciata 3° Onda “Globalizzazione” 2° Onda “Green” 1° Onda “I limiti dello sviluppo” 2009 2006 “Our Common World Fondazione Future”, “Epidemia Summit per 2004 “Green New Gro Harlem lo Sviluppo Deal?” delle prime Della Brundtland Sostenibile “An Obama e la associazioni Mucca Pazza” Inconvenient Green Ambientaliste “Sustainable Truth”, Economy per Procurement” e Al Gore la ripresa 1996 2002 economica 1987 “Green degli USA 1978 in 1997 Procurement” poi 1988 1998 Comunità Europea Energia da fonti 2001 “Life Cycle rinnovabili Fondazione Initiative” “Gaia. A New Look “Protocollo COP15 at Life on Earth”, “Green di Kyoto” UNEP e SETAC Consumer 1972 James Lovelock Movement” EMAS “Triple (Europa) Scandalo Finanziario “Bandwagon Bottom Line” e “The Limits to growth” del della Enron John Elkington l’ UNI EN (Rapporto Meadows), consumatore ISO 14001 Club di Roma – green” (internazionale) Donella Meadows et al.
  3. 3. Sviluppo Sostenibile “Lo sviluppo è sostenibile se soddisfa i bisogni delle generazioni presenti senza compromettere le possibilità per le generazioni future di soddisfare i propri bisogni”. (Rapporto Bruntland, 1987) Green economy Italiana “Rapporto Annuale” , Censis - Italia – 2009 Fatturato : 10 miliardi di euro (ca.) 2009 – 2019 potenziale occupazionale 100 mila – 1 mil di nuovi addetti 2008 Energia Prodotta : 16,5% del consumo nazionale, +24,5% in soli 5 anni Stime di Nomisma Energia Fatturato dei principali comparti delle nuove rinnovabili +191% in cinque anni (2008 supera i 5 miliardi di euro) + 220% l’occupazione diretta e indotto + 20.000 i posti di lavoro 2009, Ricerca Ispo -“Green Economy: Sondaggio popolazione italiana” 86% utilizzare a casa prodotti ecologici e adottare comportamenti sostenibili 50% l'auto + 50% dichiara di voler conoscere le modalità di produzione dei beni e di preferire prodotti ecologici 86% tiene in considerazione gli aspetti legati all'ambiente nell’acquisto dell’auto. 92% ritengono necessario integrare economia con ambiente, soprattutto investendo nelle tecnologie.
  4. 4. Brand Reputation e Sostenibilità •  Immagine • Tradizione, prestigio, legame con ricordi positivi •  Capacità Relazionale AFFINITY • Apertura,responsabilità,capacità di risposta •  Prodotti e servizi • nnovatività,qualità,affidabilità,sicurezza,convenienza I PERFORMANCE •  Performance finanziaria Brand • Solidità finanziaria,possibilità di crescita,competitività, qualità dei dirigenti,valori chiari ed efficienti Reputation •  Vision e leadership • Qualità, capacità di cogliere opportunità,retention di talenti,valorizzazione delle HR RESPONSIBILITY •  Sensibilità socio-ambientale •  Gestione etica • Lealtà,rispetto della comunità,attività e documentabilità delle iniziative, responsabilità, coinvolgimento Modello sviluppato da Research International e Cohn &Wolfe - 2004
  5. 5. Green Marketing (J.Grant) Green marketing vs Green Whashing
  6. 6. Il consumatore “critico” Consumatore responsabile: una ristretta nicchia di consumatori attivisti o a conoscenza del problema della sostenibilità ambientale e preparati a seguirla attraverso i loro principi. PARADOSSO UNEP, “Sustainability Communications”, 2008 del “consumatore green” 2009 Gfk Roper Consulting campione 2000 individui (>18 anni ) - Nord America 6 cluster di consumatori “green” 55% fanno acquisti da commercio equo e solidale, 51% stile di vita sobrio, 29% consumo critico e boicottaggio 2008 Forum per gli Investimenti Sociali (SIF, UK) 54% diploma di scuola superiore Campione 1000 individui 15-19 anni 17,8% laureati 30% insegnante e impiegato 71% rifiutano di lavorare per aziende con comportamenti non etici 13,8% imprenditori e professionisti 75% vorrebbero avere una casa a bassa emissione di CO2 46% vorrebbero avere un’auto ecologica 54% investirebbe su imprese responsabili 47% dichiara che i genitori hanno fallito nelle loro responsabilità sociali
  7. 7. Leve di comunicazione condivise AUTENTICITA’ CREDIBILITA’ SOCIAL MEDIA SOSTENIBILITA’ ENGAGEMENT e CSR TRASPARENZA
  8. 8. Internet, social media, viralità e modalità d’uso Utenti Italia: 22 milioni Uomini 55% Donne 45% Esposizione media: 53 minuti/gg 2092 pagine visitate/mese per persona 12% <18anni 31% 18-34 anni 34% 35-49 anni 19% 50-64 anni 4% >65 Facebook 12 milioni Youtube 9,7 milioni Virgilio 11,2 milioni
  9. 9. Social media, obiettivi e tattiche Charlene Li, Josh Bernoff, “L’Onda Anomala“ - Forrester Research , 2009 • Facilitare la Ricerca (SEM) attraverso Keyword Advertising ,Landing Page, etc. Metodo POST : Persone, Obiettivi,Strategia, Tecnologia • Facilitare Conoscenza ed Engagement OBIETTIVI: attraverso profili aziendali su SN 1)  scoltare A •  argeting attraverso il Contextual Advertising, su T a. Analisi della reputazione online b. Analisi della conversazione online (IR WOM) blog e SN frequentati dal target 2)  arlare P a. Pubblicare video virali David Widger, Marketing Green, Blog 2009 b. Prendere parte ai social network e ai siti UGC c. Aprire un corporate blog COLLABORAZIO d. Creare una community NE Committment 3)  obilitare (Net Promoter Score ,F. Reichheld, 2007) M Engagemen Benefici personali a. Offrire l’opportunità di votare e pubblicare recensioni t b. Creare una community c. Partecipare alle community Shopping Utilità 4)  upportare S CONDIVISIONE a. Wiki e forum b. Creazione di contenuti utili c. Mantenere l’orientamento al cliente Interazione Attivismo 5)  ccogliere A CONNESSIONI a.  Cooperazione e co-creazione Benefici sociali
  10. 10. Tim Tribù e “Come suona il caos?” SEEDING , PROMOZIONE, MONITORAGGIO
  11. 11. Report Campagna Social Media
  12. 12. Follow me! SOCIAL MEDIA ACCOUNTS Wordpress http://micaelafiorito.wordpress.com/ LinkedIn http://it.linkedin.com/in/micaelafiorito Twitter http://twitter.com/velodimaya Friendfeed http://www.friendfeed.com/micaela Flickr http://www.flickr.com/photos/26193407@N05/ Ning http://oncommunity.ning.com/profile/micaelafiorito Youtube http://www.youtube.com/user/bubblesoapmika Livestream http://www.livestream.com/mokionstream Myspace http://www.myspace.com/monpetitrefle Mail : micaela.fiorito@gmail.com

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