Social Network per l'Azienda
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The document provides an agenda for a social network course, listing topics to be covered such as major social networks like Facebook, LinkedIn, and Twitter, creating a publishing plan, types of posts and rules, tools for managing multiple networks, and crisis management in real time. It also includes the speaker's background and contact information. Two simulations are planned to demonstrate publishing plans and managing crises on social media. Future sessions will dive deeper into promotion techniques on specific networks like Facebook ads and LinkedIn.
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Social Network per l'Azienda
- 1. ANDREA VACCARELLA I SOCIAL NETWORK PER L’AZIENDA 4/04/2017 corso CIS- STUDIO CORNO
- 2. CHI SONO
- 3. Ing. Informatico 110L Politecnico di Milano Esperto di UX e UI Usabilità Utente e Layout adattivi Lecchese doc. Borsa di Studio Google-Unioncamere StartUp: Fluxedo App, Siti, Video, Photoshop, Viaggi Fuorisalone, Fluxedo, socialOmeters andreavaccarella.it /andre0341 CHI SONO google.it/distrettisulweb distrettisulweb.it
- 4. AGENDA
- 5. Agenda Social Network Facebook, LinkedIN, G+, Twitter Pinterest, Instagram, YouTube Facebook for Business, WorkPlace Piano di pubblicazione Tipi di post, regole Hootsuite. Pages. 2 Simulazioni Gestire le Crisi Real Time
- 6. NON in Agenda Social a Pagamento (ads) Google Analytics Google Adwords Facebook Business Manager Email Marketing Costruire Siti Internet Photo-Editing Copywriting – SEO writing SEO
- 7. Qual è il ruolo e il peso delle attività Social all’interno di una azienda o agenzia? Come elaborare un piano strategico di contenuti sui Social Media? In che modo gestire una community e le relazioni quotidiane con gli utenti? Come accrescere il numero dei propri fan e follower, coinvolgendoli? Quali modelli seguire per lanciare attività di social media advertising efficaci? Quali metriche bisogna imparare a leggere e interpretare per valutare azioni, progetti e campagne social? Metriche di vanità e Metriche Business Come creare una strategia di lancio per un brand, un prodotto o servizio sui Social Media? Quali sono le differenze principali del messaggio da comunicare sui Social Networks? Meccanismi e strumenti per la gestione di social network multipli (Hootsuite, IFTTT, integrazioni dirette) Promised
- 9. PREMESSA
- 11. 1.Create buyer personas based on stats and interviews of your most successful customers 2.Identify the different segments of your funnel, how you’d ideally want a customer moving through their journey 3.Create different types of content for different types of customers and different funnel areas (top, middle, bottom) 4.Choose KPIs for each segment of your funnel so you can … 5.Measure and … 6.Iterate https://blog.bufferapp.com/social-media-sales-funnel
- 13. WHY?
- 14. WHY Social media posts can be used to drive targeted traffic Using social media for business boosts your site’s SEO Social media will lead to real relationship building Users are (more) receptive to your messages Social media ads allow targeting and retargeting Social media can help you get noticed at events, and even generate earned media coverage You can respond to problems immediately A strong social media presence builds brand loyalty Your competition is getting social, so you should too The social media marketing arena is a (fairly) level playing field Social media marketing will get you more sales Acquire Info: you’ll find customers you didn’t know existed Unsolicited Customers: Customers you didn’t know existed will find you (Almost) Free. The ROI on social media ads is unbeatable For newsjacking, social media is king
- 15. WHY Unbeatable ROI boosts SEO Create real relationship Users are more receptive ads allow targeting and retargeting Unsolicited Customers (fairly) level playing field respond immediately builds brand loyalty generate earned media coverage Answer competition get more sales Acquire Info (Almost) Free. drive targeted traffic Newsjacking
- 16. WHY b2b version Use Employee Advocacy Humanize your business Demonstrate the value you place on individual employees, improving internal and external perception) Monitor Competitors Create your Buyers Personas Age - Gender - Position - Industry - Business size and scope Put Money Behind Your Posts Serve ads to users with specific job titles What’s more, you can target these users based on the “New Job” Optimize Your CTAs Include the word “please” - Start your CTA with a verb or adverb Go Multimedia earn you more engagement and website visits than text-only updates Showcase Your Partners Comment on Breaking News Run Support Accounts Join Groups and Communities Share Original Content to Boost Business Awareness Share Outside Content Use B2C Social Media Tactics Analyze Your Audience Analyze Your Efforts
- 17. Learning From the Best B2B Best Cisco on Instagram IBM on Twitter Gartner on Facebook Citrix GoToMeeting on Twitter GE on Instagram
- 18. CONTENT PLAN
- 19. (ONLINE) MARKETING GOALS 1. Identify what you want to communicate, objectives and goals The social marketing plan must be according to the general marketing plan, company goals, vision and mission. Must be defined ahead, not on the go. 2. Listen to the customer, competitors, similar companies Understand tastes, preferences, interests, needs of customers allows understanding both to whom we are talking and how is best to Observe competitors to gain an edge on Social Media Strategy 3. Create Strategic Contents. Companies must be willing to engage in deep, meaningful conversation with customers. Never forget there is a potential customer, bust most importantly a human being. Be honest.
- 20. (ONLINE) MARKETING GOALS 5. Monitor Results. Users will determing the factors to improve Frequency, Times, Discussion Limits, Preferred formats.. 4. Publish CTA. Brief messages converts more. Trigger precise responses, actions. Verbs and Adverbs first. “Subscribe now for a 15% discount”
- 21. ESERCIZIO – CREAZIONE di un PIANO DI PUBBLICAZIONE
- 22. (ONLINE) MARKETING GOALS Build Presence Create Awareness Drive discoveries Generate Leads Boost Sales Earn Loyalty Drive online sales Generate Leads Increase in-store sales Promote App/Website Raise Brand Awareness
- 23. FACEBOOK Profilo – Pagine – Business Manager – Adverts Manager - WorkPlace
- 25. Profilo – Pagine – Business Manager – Adverts Manager - WorkPlace News Feed Visibility = I x P x C x T x R * News Feed sorting algorithm, known as EdgeRank I = interest P = post C = creator T = type R = recency (*) 5 of 100.000 factors FACEBOOK
- 26. How many people your posts reached, and how many people engaged with your posts The number of people who called your business from your Page The number of times that you responded to customers and your average response time The number of check-ins people made to your business with their posts Page Insights FACEBOOK
- 27. FACEBOOK | Success Case Rice Creek Family Dentistry > Second Office
- 28. FACEBOOK | Success Case Rice Creek Family Dentistry > Second Office 29X return on ad spend (from a month-long Promoted Post campaign targeting Invisalign braces to a specific customer demographic) 7X return on ad spend (from regular Facebook Ads placed in News Feed) Over 30 new patients per month directly from Facebook
- 29. FACEBOOK Rice Creek Family Dentistry > Second Office “We regularly share images of our friendly team and office, and post oral health tips, helping us build trust and humanize our business. Linking News Feed ads directly to our booking app on our Page is a convenient reminder for patients, and also increases our appointment bookings.” Andrew Schweiger, Co-owner, Rice Creek Family Dentistry https://www.facebook.com/business/success/rice-creek-family-dentistry
- 30. Vanity Metrics vs. Actionable Metrics (Unless Objective = Awareness) Vanity Metrics Number of likes Number of shares Number of followers Number of downloads Number of page views Actionable Metrics Split test A/B -> which drives more traffic to website Check in the aftermath (subscription within 1 hour after posting) Post Type related to form subscription Equivalents -> calculate the value of clicks and views.
- 31. FACEBOOK WORKPLACE Get Things Done. Privately
- 32. TWITTER
- 33. #Hashtags – @Mentions – Comments – Followers – Following - Retweet
- 34. TWITTER https://blog.twitter.com/2017/now-on-twitter-140-characters-for-your-replies Perfect for Events. People are hungry for tweets Italy is a bit late, but still.. NEWS When you reply to someone or a group, those @usernames won’t count toward your Tweet’s 140 characters.
- 36. TWEETS WITH IMAGE LINKS GET 2X THE ENGAGEMENT RATE OF THOSE WITHOUT TWITTER’S FASTEST GROWING DEMOGRAPHIC IS 55–64 YEAR-OLDS 66% OF USER-GENERATED TWEETS THAT MENTION BRANDS COME FROM MOBILE USERS TWEETS THAT INCLUDE LINKS ARE 86% MORE LIKELY TO BE RETWEETED YOUR TWEETS HAVE A 12X HIGHER CHANCE OF BEING RETWEETED IF YOU ASK FOR IT, AND 23X HIGHER IF YOU ACTUALLY SPELL OUT THE WORD “RETWEET” AMPLIFIERS ARE 122% MORE LIKELY TO SEND DIRECT MESSAGES TWITTER USERS WHO MOSTLY USE A MOBILE DEVICE ARE 181% MORE LIKELY TO BE ON TWITTER DURING THEIR COMMUTE TWEETS WITH HASHTAGS GET 2X MORE ENGAGEMENT TWITTER
- 42. HOW TO BUILD THE SOCIAL FOLLOWING?
- 43. HOW? BAMA Be focused Authentic Meaningful (SOLVE the problem) Aware VALUE CREATION WHY SHOULD THE USER SPEND HIS TIME (AND MONEY) ON YOU/YOUR PAGE/BRAND? Share news and events updates. Promotions, Discount or Exclusive Material. Give a behind the scenes look into your business. Let your people connect with other people.
- 44. HOW? "Like Exchange” - Enter ongoing discussions - Give before you Ask Create conversation, spark conversation, deviate conversation Put your fans first. People love posts they can identify with, such as the approaching weekend or holiday plans. Tell your success stories. Success stories are interesting to read, whilst clearly demonstrating the value you can offer. A customers for feedback and testimonials. STORYTELLING Don’t overdo it. Be prepared: do you really know what it is?
- 46. CRISIS MANAGEMENT (REAL TIME)
- 47. Social: bisogna essere più sinceri che nella “realtà” https://www.facebook.com/VolkswagenDE?fref=ts&hc_location=ufi Lesson Learned: non cancellare commenti negativi. Non comparire. Come se fossi faccia a faccia Lesson Learned:
- 50. Social: uno specchio della realtà https://www.facebook.com/VolkswagenDE?fref=ts&hc_location=ufi
- 51. Due dipendenti del supermercato Lidl di Follonica, in provincia di Grosseto, dopo avere sorpreso due donne nomadi che frugavano tra i rifiuti in un’area privata dove era vietato accedere le hanno chiuse nel gabbiotto. L’episodio è stato filmato e il video è stato poi pubblicato su Facebook. E’ accaduto la mattina del 23 febbraio. http://www.secoloditalia.it/2017/02/chiudono-due-rom-nel-gabbiotto-dei-rifiuti-e-se-ne-vantano-denunciati-video/ La Procura di Grosseto ha aperto un fascicolo per sequestro di persona.
- 52. Susanna Ceccardi, Sindaco di Cascina
- 53. Pagina del sito creata ad hoc Tweet in diretta Documenti preparati di spiegazione Immagini, infografiche, link Rimandi legislativi https://www.eni.com/enipedia/it_IT/archivio-news/eventi/eni-spa-e-rai-definiscono-lite-pendente-in-termini-transattivi.page?lnkfrm=serp
- 54. Cosa Abbiamo Visto Oggi Social Network Facebook, LinkedIN, G+, Twitter Pinterest, Instagram, YouTube Facebook for Business, WorkPlace Piano di pubblicazione Tipi di post, regole Hootsuite. Pages. 2 Simulazioni Gestire le Crisi Real Time
- 55. Cosa Vediamo la prossima volta Promozione su Facebook Ads, Formati, Business Manager Promozione su LinkedIN Promozione su Twitter
Editor's Notes
- TOFU: Top Of the Funnel
- Non e’ da tutti avere, in un post di scuse, 142K views e 5K like e 1266 ricondivisioni! Ecco Perche’ dico che bisogna essere sinceri?
- Contro la rete e’ una battaglia persa.
- Loro sono in 10000, tu che pubblici uno solo. E la comicita’ e satira ti sommerge. Numericamente.
- Guardate la differenza tra VW ita e USA. In usa non c’era stato ancora un commento, dei due presi nello screenshot, entrambi negativi. In italia invece? Positivi!!