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BTO 2015 Firenze Intervento 2 dicembre 2015

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Intervento Nicoletta Polliotto e Luca Bove dedicato alle 10 strategie e 10 strumenti per promuovere e vendere online.
Tratto da "Ingredienti di Digital Marketing per la Ristorazione" Ed. Dario Flaccovio.
http://www.comunicazionenellaristorazione.it/
http://www.digitalmarketingristorazione.com/

Published in: Internet
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BTO 2015 Firenze Intervento 2 dicembre 2015

  1. 1. Cassetta degli Attrezzi. ADVANCED #5 FOCUS HALL BTO 2015 SYNCHRONICITY la
  2. 2. DMR Digital Marketing Ristorazione Mobile • eCommerce relatori NICOLETTA POLLIOTTO LUCA BOVE Firenze • BTO Buy Tourism Online 3 Dicembre 2015 — h 16:10
  3. 3. Hashtags Speech #BTO2015 · #DMR · @MuseCom · @Lithops
  4. 4. DI COSA PARLIAMO OGGI Strumenti + Strategie: Progetto Sito Web • Come & Perché SoLoMo = Social + Mobile + Local Blog Aziendale Brand Reputation e Digital PR Vendita & Distribuzione
  5. 5. Perché Progettare Ci sono due errori che puoi fare lungo la strada che conduce alla verità: non andare fino in fondo e non iniziarla. Gautama Buddha “
  6. 6. Strumenti e Strategia • Primo Strumento: il Progetto • 1
  7. 7. Entro il 2020 ERICSSON MOBILITY REPORT 70% Popolazione OWNER di 1 SMARTPHONE
  8. 8. Progetto di Digital Marketing Mobile First 1° motivo Competitive Intelligence 2° motivo 3° motivo Brand Consistency Brand Equity - Brand Experience
  9. 9. Strategia KAIZEN Piccoli Passi K A I + Z E N
  10. 10. Progetta KAIZEN Piccoli Passi Competenze Formazione Digitale Risorse Strumenti Partire dalle Priorità Investire in Risorse, Persone, Tempo
  11. 11. La ricetta perfetta per rendere più efficace la tua presenza online. Dario Flaccovio Editore INGREDIENTI DI DIGITAL MARKETING PER LA RISTORAZIONE Luca Bove · Nicoletta Polliotto Disponibile su AMAZON WEBINTESTA · iTUNES · IBS · HOEPLI DigitalMarketingRistorazione.com
  12. 12. Sito Web • Visual + Story Telling • • Mobile + Multiscreen • 2
  13. 13. Strategia TOYOTA PRODUCTION SYSTEM Poco… ma Buono! LEAN MARKETING
  14. 14. SoLoMo 3 +Social Mobile
  15. 15. 40 100 Social è Mobile su
  16. 16. Social & Mobile FACEBOOK 39% del Traffico da Mobile +1 MILIARDO AL GIORNO
  17. 17. Strategia MUDA Elimina gli Eccessi POCHI ELEMENTI di VALORE
  18. 18. Blog Aziendale • Personal e Corporate Branding • 4
  19. 19. Strategia GEISHA Accoglienza ASCOLTA • RACCONTA • INTRATTIENI
  20. 20. Branding Digital PR • Diffondi e Cura • 5
  21. 21. Strategia KINTSUGI Dall’Errore Nasce l’Opportunità FANNE TESORO
  22. 22. Food Ordering System • Idee per Vendere Coperti • 6
  23. 23. Book a Table Portals esempio TheFork
  24. 24. Food Delivery Portals esempio JUSTEAT
  25. 25. Strategia SAMURAI Autoperfezionamento CRESCITA e FORMAZIONE
  26. 26. Web / www.musecomunicazione.it Email / info@musecomunicazione.it Phone / 011 5363984 Mobile / 335 6309724
  27. 27. C O N T I N U A
  28. 28. Luca Bove http://www.LocalStrategy.it @lithops
  29. 29. DI COSA VI PARLO OGGI Local Search SEO Google Adwords Facebook Ads Mail Marketing
  30. 30. Customer Journey Tutte le azioni di marketing sono strettamente collegate https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
  31. 31. Local Search Sono quelle ricerche dove l’intento principale non è (solo) cosa, ma soprattutto DOVE
  32. 32. Tutto inizia da...
  33. 33. Local Box dopo ricerca Google su smartphone
  34. 34. Ricerca sulla App Google Maps
  35. 35. http://www.lsainsider.com/infographic-top-142-categories-consumers-searched-for-in-past-week/archives/
  36. 36. http://blog.appannie.com/most-popular-iphone-ipad-apps-all-time/
  37. 37. http://vincos.it/2014/07/02/app-usate-italiani/
  38. 38. Ricerche near me... Le query su Google di tipo "near me" sono cresciute di 34 volte dal 2011 e raddoppiate nel 2014. Circa l’80% proviene da Mobile. Dati Globali su: https://www.thinkwithgoogle.com/articles/i-want-to-go-micro- moments.html
  39. 39. Anche con “vicino a me”...
  40. 40. Conversioni immediate http://www.localstrategy.it/smartphone-local-search/
  41. 41. Soddisfare le domande dei clienti? Non è solo questione di NAP, ma di contesto. Il cliente vuole sapere: ● È aperto? ● Come ci arrivo? ● Quali sono le facilities? ● ...
  42. 42. Informazioni Accurate È responsabilità del ristorante (non importa se online o offline) assicurarsi che le informazioni che arrivano al cliente (solitamente nuovo) siano: ● Utili, Rilevanti e Accurate ● Facilitino la vita al cliente
  43. 43. Se confondete le persone e mettete ostacoli sulla loro strada, mandandoli nella direzione sbagliata o dandogli informazioni errate.... mettete a repentaglio il vostro business!
  44. 44. “il 49% delle informazioni sulle schede locali è errata” Jeffrey K. Rohrs - YEXT
  45. 45. http://www.slideshare.net/lucabove/lo-stato-del-turismo-italiano-su-google-my-business Schede My Business con descrizione
  46. 46. Google/Oxera, The Benefits of Complete Business Listings, December 2014 Schede My Business con foto
  47. 47. http://www.slideshare.net/lucabove/lo-stato-del-turismo-italiano-su-google-my-business Schede My Business con Business View
  48. 48. Book a Table ... https://support.google.com/gmm/answer/6039495?hl=it
  49. 49. Non solo Google ● Yelp ● Apple Maps Connect ● Fousquare /Swarm ● Facebook Local ● Bing Places ● Here ● Waze ● ….
  50. 50. Segnali per il Ranking Local https://moz.com/local-search-ranking-factors
  51. 51. Rivendica la scheda (ma non fermarti qui) Inserisci TUTTI i dati utili al cliente Fai parlare di te sul web (Citazioni) Take Away - Local Search Attività SEO Recensioni
  52. 52. SEO Search Experience Optimization
  53. 53. La SEO non è morta E’ una fonte importante di traffico
  54. 54. Struttura bene il tuo sito Usa i microdati (schema.org) I contenuti sono importanti Take Away - SEO Cercate di ottenere link
  55. 55. Pubblicità Google Adwords & Facebook Ads
  56. 56. Google Adwords Ha una serie di funzionalità utilissime alla promozione di un ristorante poiché puoi raggiungere facilmente i tuoi clienti targhettizzandoli in maniera molto precisa
  57. 57. Su base locale
  58. 58. Campagne solo telefono
  59. 59. Campagne “Vicino Me”
  60. 60. Google Adwords Express Versione ultra-semplificata di Adwords che permette di gestire in autonomia (con qualche svarione) la pubblicità
  61. 61. Facebook Ads ● Raggiungere i tuoi potenziali clienti ● Raggiungere i tuoi clienti LOCALI ● Puoi mostrare la loca vostre clienti ● Applicate il buon senso
  62. 62. Facebook Local Awarness
  63. 63. Email Marketing Uno dei migliori modi per comunicare con i clienti già acquisiti
  64. 64. Mi trovate su http://luca.bo.ve.it http://www.LocalStrategy.it Potete collegarvi tramite i vari social su http://about.me/lucabove mobile 347 34 09 389
  65. 65. La ricetta perfetta per rendere più efficace la tua presenza online. Dario Flaccovio Editore INGREDIENTI DI DIGITAL MARKETING PER LA RISTORAZIONE Luca Bove · Nicoletta Polliotto Disponibile su AMAZON WEBINTESTA · iTUNES · IBS · HOEPLI DigitalMarketingRistorazione.com

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