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Dall' e-commerce al Social Commerce o Everywhere Commerce:
Focus Startup Gioia Feliziani
Twitter @Gioiacommunica
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DOCENTE: GIOIA FELIZIANIMarketing & Comunicazione con Tecnologie e Strategie Innovative
Social Media Specialist
CV: https://www.linkedin.com/in/gioiafeliziani
www.gioiacommunica.com
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SI SONO SERVITI DI GIOIACOMMUNICA TRA GLI ALTRI..
http://www.gioiacommunica.com/it/portfolio/
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IL LIBRO
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E-commerce
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FONDAMENTI DI E-COMMERCE
Comunicazione della Commissione Europea COM (97) 157 del 15 aprile 1997:Il commercio elettronico consiste nello svolgimento di attività commerciali per via elettronica. Basato sull'elaborazione e la trasmissione di dati ( tra cui testo, suoni e immagini video) per via elettronica, esso comprende attività disparate, quali: commercializzazione di mezzi e servizi per via elettronica; distribuzione online di contenuti digitali; effettuazione per via elettronica di operazioni quali: trasferimento fondi, comprevendita di azioni, emissione di polizze di carico, vendita all'asta, progettazione e ingegneria in cooperazione; online sourcing; appalti pubblici per via elettronica, vendita diretta al consumatore e servizi post vendita. Il commercio elettronico comprende prodotti (ad es. prodotti di consumo, apparecchiature specialistiche per il settore sanitario), servizi (ad es. servizi di informazione, servizi giuridici e finanziari) attività di tipo tradizionale ( ad es. L'assistenza sanitaria e l'istruzione) e di nuovo tipo ( ad es. “centri commenrciali virtuali”).
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STRUMENTI COMMERCIALI: fondamenti di vendita
SPAZIO FISICO VIRTUALE
Vendere: dal latino «VENUM DARE»
dare valore
VENDITORE ACQUIRENTE
valore(es. denaro)
oggetto
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di
GLI ELEMENTI DI UN E-COMMERCE
Altri elementi: logistica, gestionale, CRM.
MERCHANT E-SHOPPER
valore(es. denaro)
sistema di pagamento
sistema di spedizione
oggetto o servizio
E-commerce:• dominio• server • rete
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di
FUNNEL DI ACQUISIZIONE E-COMMERCE
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di
FUNNEL DI ACQUISIZIONE CLIENTE
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di
FUNNEL DI ACQUISIZIONE E-COMMERCE
E-commerce
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Scenario
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SCENARIO
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SCENARIO (Dati Osservatorio Polimi 2015)
- In Italia 1 trasazione su 4 è via Smartphone o Tablet
- Trend in crescita: nel 2015 + 64%
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SCENARIO (Connected Commerce 2014)
Ruolo del Mobile
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SCENARIO (Netcom 2015)
13,6 Milioni di consumatori cercano in negozio un prodotto già visto on line nel mese
precedente
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SCENARIO (Netcom 2015)
Otto Milioni e Mezzo di Italiani hanno cercato informazioni on line mentre osservavano un
prodotto in negozio.
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SCENARIO (Connected Commerce 2014)
EFFETTO SHOWROOMING
- 18% dei consumatori hanno affermato di abbandonare il negozio qualora consultando lo smartphone hanno trovato un prodotto più economico da un'altra parte, il 28% hanno considerato di farlo
- L'88% dei consumatori hanno affermato che acquisterebbero il prodotto da un'altra parte se lo sconto fosse superiore al 10%
- Globalmente, per circa un consumatore su tre una differenza di prezzo di almeno il 5% lo porterebbe a lasciare il negozio.
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SCENARIO
Commercio è Multicanalità
Il consumatore non utilizza il canale on line e quello off – line in maniera alternativa.
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SCENARIO (Connected Commerce 2014)
Ed i Social Media?
- 88% Le persone che utilizzano almeno un Social Network 99% Cina, 78% Germania
- 54% Gli utilizzatori dei Social Network che ammettono di essere stati influenzati da almeno un Social Network nelle loro decisioni d'acquisto.82 % Cina, 74% Singapore, 55% Spagna, Italia, USA
- 45% Gli utilizzatori dei Social Network che hanno affermato che acquistano più prodotti dai Brands che seguono sui Social Networks 80 % Cina, 63% Singapore, 50% Spagna e circa il 40% Italia, USA e UK
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SCENARIO (Connected Commerce 2014)
L'importanza del riconoscimento sociale
40% degli utenti dei Social Netowork hanno condiviso un acquisto effettuato sui Social Network (Status, Foto, ecc)
78% Cina Tra il 40% ed il 50% Singapore, Italia, Spagna, Usa
35% Uk e Germania
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SCENARIO (Connected Commerce 2014)
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E' giusto parlare ancora di e-commerce?
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TENDENZE DEL COMMERCIO
SO.LO.MO
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di
COS’ È IL SOCIAL COMMERCE?
EVOLUZIONE COMMERCIALE DEI SOCIAL MEDIA
Modalità di vendita (on line e off line) che sfrutta le dinamiche sociali grazie agli
strumenti del social networking.
EVOLUZIONE SOCIALE DELL’E-COMMERCE
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SOCIAL COMMERCE IN DETTAGLIO
+
+
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SOCIAL COMMERCE/SOCIAL SHOPPING
Chi vende Chi compra
SOCIAL COMMERCE SOCIAL SHOPPING
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TRANSAZIONI ECONOMICHE SUI SOCIAL NETWORK
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- Gruppo di persone
- Interessi omogenei
- Relazioni
- Buzz o passaparola
- Reputation/ Personal Branding
- Opinion leader
COMMERCIO COME ESPERIENZA SOCIALE
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di
“Il Social Media Marketing fa in modo che un cliente
soddisfatto con tanti amici diventa un prezioso megafono
non retribuito”
IL PROSUMER E IL CONSUMATTORE
PROSUMER = PRODUTTORE + CONSUMATORE ConsumAttore
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VENDERE AI TEMPI DEL SOCIAL NETWORK
P PARTECIPAZIONE
P
C
PERSONE
CONDIVISIONE
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LE LEVE DEL SOCIAL COMMERCE
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1) PROVA SOCIALE
2)AUTORITY O AUTOREVOLEZZA
3)SCARSITÀ
4)IMITAZIONE
5)CONSISTENZA
6)RECIPROCITÀ
7) CREATIVITA'
8) L'UNIONE FA LA FORZA
LE 8 LEVE DEL SOCIAL COMMERCE
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FUNNEL DEL SOCIAL COMMERCE
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di
Social Commerce
E-commerce
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di
FUNNEL DI ACQUISIZIONE SOCIAL COMMERCE
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STRATEGIE
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STRATEGIE
Sfruttare gli strumenti sociali per veicolare e spingere le vendite– Commentabilità– Condivisione– Apprezzamenti (o like)– Strumenti di CRM– Profili Social– Pubblicità social
Sfruttare le leve sociali per veicolare le vendite– Gruppi d'acquisto– Outlet Virtuali– Coupon promozionali per l'acquisto scontato– Aste
Mix tre le due
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LA PROGETTAZIONE
Creazione di piattaforme web che contengano sia strumenti social che di vendita:
– Soluzioni custom– Piattaforme open source arricchibili con vari plugin– Acquisto soluzioni commerciali
Strategia che sfrutta strumenti social e commerciali già esistenti e personalizzate– Partecipazione ai Social Market Place– Utilizzo dei Social Network per la vendita e brand promotion (es. F- Commerce)
Mix tre le due
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VANTAGGI SOCIAL COMMERCEPER UNA STARTUP
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Ottimizzazione dei costi
VANTAGGI SOCIAL COMMERCE
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Trovarsi in una piazza frequentata da milioni di persone.
VANTAGGI SOCIAL COMMERCE
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Diffondere Awareness
VANTAGGI SOCIAL COMMERCE
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Maggiore informazione
VANTAGGI SOCIAL COMMERCE
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Conoscere il Buyer Persona
VANTAGGI SOCIAL COMMERCE
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Trovare nuovi clienti
VANTAGGI SOCIAL COMMERCE
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Engagement
VANTAGGI SOCIAL COMMERCE
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Sentiment Analysis
VANTAGGI SOCIAL COMMERCE
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Personal branding - Autority
VANTAGGI SOCIAL COMMERCE
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Relazione diretta tra venditore e consumatore
VANTAGGI SOCIAL COMMERCE
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Trust - Fiducia
VANTAGGI SOCIAL COMMERCE
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Prossimità (facilitazione dell'acquisto d'impulso)
VANTAGGI SOCIAL COMMERCE
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Distinguersi dalla concorrenza
VANTAGGI SOCIAL COMMERCE
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CASE HISTORY
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Come Vendere una maglietta?
Come evidenzia l’Osservatorio ecommerce B2C Netcoom del Politecnico di Milano, negli ultimi sei mesi un utente su tre ha comprato un capo di abbigliamento, che nel 25% dei casi è stata una maglietta (segmento che in Italia ha un valore pari a 88 milioni di euro).
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SUGGERIMENTI
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CHIARIRE IL MODELLO DI BUSINESS
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SCEGLIERE I CANALI DI DISTRIBUZIONE
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di
ANALISI SWOT
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di
STUDIA LA CONCORRENZA
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di
BUSINESS MODEL CANVAS
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di
PERSONAL BRANDING MODEL CANVAS
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di
SCEGLIERE I SOCIAL CHE FANNO PER VOI
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UTILIZZARE LINGUAGGIO APPROPRIATO
TAG
#HASHTAG
@Quote (+)
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NON REPLICARE LA COMUNICAZIONE
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DATE SIGNIFICATI AI PRODOTTI
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NON SOLO PRODOTTO
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STIMOLATE IL COINVOLGIMENTO
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DOMANDE
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CONTATTI
WWW.GIOIACOMMUNICA.COM
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