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Dal Banner al Buzz: come sta cambiando la web economy

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La presentazione di Davide "Tagliaerbe" Pozzi al SEO Web Marketing Experience del 19 Novembre 2010 a Milano.

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Dal Banner al Buzz: come sta cambiando la web economy

  1. 1. Dal Banner al Buzz: come sta cambiando la web economy Case history e consigli pratici Davide “Tagliaerbe” Pozzi per Seo Web Marketing Experience – Milano, 19 Novembre 2010
  2. 2. Il primo banner • Data di nascita: Ottobre 1994 • Sito di pubblicazione: HotWired (emanazione della rivista cartacea Wired) • Inserzionista: AT&T • Budget: $ 60.000 • CTR: 30%
  3. 3. La “banner blindness” • termine coniato nel 1998 (da Jan Panero Benway e David M. Lane) e portato in auge successivamente da Jakob Nielsen • i banner sono sempre più invisibili, a meno che non contengano visi umani, décolleté e altri parti “intime”
  4. 4. CTR in caduta libera • dal 30% del 1994 allo 0,1% del 2008. 300 volte meno in 14 anni!
  5. 5. L’evoluzione (anzi involuzione) dei banner • per mantenere “decente” il CTR, il banner diventa sempre più grosso, invasivo e irritante
  6. 6. Dal CPM al CPC al CPA • la “Rivoluzione della Misurabilità”: l’inserzionista sposta tutto il rischio sull’editore
  7. 7. Dal banner al buzz… • anno di svolta: il 2008 • motivi? Da un lato la crisi (che ha colpito tutti i settori, incluso l’advertising), dall’altro la “moda” dei social (esplosione di Facebook) • le nuove parole chiave: “conversazioni”, “engagement”, “influencer”, “opinion leader”
  8. 8. (Un)Success Stories • Actimel-Bertuccia (Forum) • Genertel-Ninja Marketing (Blog)
  9. 9. Triplo danno della reputazione • all’agenzia che compie l’azione di buzz (anche se di solito si salva, perché non dichiara MAI il proprio nome) • al brand (che viene rappresentato male, in un luogo sbagliato, ad un target sbagliato) • al sito (che ospitando l’azione di buzz viene accusato di fare marchette)
  10. 10. Se proprio vuoi farlo… • sii davvero… “etico” • scegli accuratamente il target (bada alla qualità e non alla quantità) Ma soprattutto… • non affidarti ad agenzie esterne (ma forma una persona interna, affidabile, preparata… non lo stagista di turno)
  11. 11. Il “Portavoce Ufficiale”! • interviene il minimo indispensabile • interviene per tutelare la propria immagine • interviene con lo scopo di fornire risposte utili alla community • interviene solo in thread che lo coinvolgono • non dovrà svolgere attività promozionale in alcun senso, ma si limiterà solamente ad un'attività di tipo informativo (tratto da http://www.hwupgrade.it/forum/announcement.php?f=128&a=145 )
  12. 12. Affideresti la tua relazione sentimentale a qualcun altro? E allora perché lasci che il tuo brand, il buon nome dei tuoi prodotti e quello della tua azienda siano gestiti da chi non li conosce perfettamente? Sui social si intrecciano relazioni, che non possono essere delegate a terzi!
  13. 13. Grazie  Davide “Tagliaerbe” Pozzi • info@tagliaerbe.com • www.facebook.com/tagliaerbe • twitter.com/tagliaerbe • foursquare.com/user/tagliaerbe E naturalmente… • blog.tagliaerbe.com

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