Mashable.com Social Link Listening Audience Report #Mashable
Mashable Social Media Day Speech 30.06.2015
Transcript of Mashable Social Media Day Speech 30.06.2015
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Off Line & On Line Marketing: l’importanza della multicanalità per costruire un piano di marketing di successo
ELEONORA ROCCAMARKETING MANAGER SOCIAL MEDIA CONSULTANT STARTUP ADVISOR
MASHABLE SOCIAL MEDIA MILANO 30.05.2015
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OVERVIEW
Perche’ la Multicanalita’ e’ necessaria, dal marketing tradizionale al digitale
4 Steps Fondamentali per la scelta del giusto canale social
Case Study di successo: 2 realizzate per il giorno di San Valentino in due paesi diversi e altre in occasione di eventi, per «boostare» la reach dell’evento stesso
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ELEONORA ROCCA- @ELEROCCA
London Based Retail Marketing Manager TP-LINK UK Marketing, Social Media Consultant, Event Planner, Digital PR Manager, Blogger, Social Media Trainer Mentor @ Cherie Blair Foundation Lean Startup Machine Organiser
WWW.THEBRUNETTECUPCAKE.COM
Project Coordinator
Product Marketing Manager
Product Manager
Export Manager Junior
ChannelMarketing Manager
Retail Marketing Manager
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PERCHE’ CAMBIARE? 1/2
Old school marketing is pushing people into a decision.
New school marketing is inviting people into a conversation.
Jonathan Malm
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PERCHE’ CAMBIARE? 2/2
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GOOD BYE TRADITIONAL MARKETING?
ADDIO?
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THE INNOVATION FORMULA
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LA SCELTA DEL GIUSTO CANALE SOCIAL :4 STEPS FONDAMENTALI
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1. DEFINIZIONE DEGLI OBIETTIVI
Un’azienda di successo deve individuare il proprio obiettivo per fare la scelta giusta e costruire un piano di marketing INTEGRATO
+ VENDITE?
+ BRAND AWARENESS ?
Vs COMPETITOR STRATEGY ?
PRODUCT LAUNCH PUSH? TEST THE
MARKET?
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DO YOUR RESEARCH!
QUALE MERCATO ? UK o Italy ? TWITTER VS FACEBOOK
QUALE SETTORE ? Food/Fashion/ Wedding? PINTEREST, INSTAGRAM
2. DEFINIZIONE DEL MERCATO E DEL SETTORE
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3. CREA IL TUO PIANO DI MARKETING INTEGRATO
La strategia di marketing deve essere integrata
Tutti i “canali” devono essere connessi e parlarsi tra di loro in un’ottica “customer centric”
Le attivita’ svolte sui social media servono per lo piu’ ad amplificare ed estendere quello che facciamo off line ( es. Se portiamo traffico attraverso I social media su una specifica pagina/prodotto , dobbiamo assicurarci che ci sia anche un buon price point)
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4. GET CREATIVE (and strategic)
Lavorare con I social significa dare libero sfogo alla creativita’ implica una strategia molto piu’ emozionale bisogna arrivare al cuore dei vostri followers/clienti
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CASE STUDY
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1. DRIVING TRAFFIC FROM ON LINE TO OFF LINE
Una delle piu’ grandi sfide del retail marketing e’ riuscire trasformare gli utenti “on line”, in utenti “off line”
Come fare in modo che chi mi segue sui social poi effettivamente entri nel mio negozio e compri ?
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Facebook and Twitter will be used to host the TP-Link Connects Campaign. We will ask people on both channels
the same question.
An iPad mini and a Wi-Fi range extender are the prize. The winner was picked at random
Question: When is the worst time for your Wi-Fi to drop?
What
Terms
Entry
TP-LINK/MAPLIN Social Campaign
Abbiamo chiesto agli utenti di dirci quale fosse per loro il momento peggiore per perdere la connessione internet
La modalita’ di accesso alla competition deve essere SEMPLICE
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E’ sempre importante creare interazione anche post competition
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1,453 Entries
Excellent prize
Trusted brands
Successful Campaign
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37 RT
455 RT
2 RT
WINNER
ANNOUNCEMENT
CREATE A BUZZ
Twitter Numbers
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Winner Tweets Prize
Signed Card spread the love to your customers
ENGAGE WITH THE WINNER to boost the visibility of the campaign even once ended
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PR
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Date: Btw 7th – 28th Feb
Content: FB application that design for TP-LINK Valentine’s Day Promotions the participant(s) who says and record ‘I love you so much’ in one breath, and the person who leaves the most creative message will win TP-LINK PB and Lenovo Tablet
Focus Products: Powerbank e un Travel Router
Extend Your Love
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− The participant found the app. Located in a tab on the TP-LINK Turkey FB page
− The competition page opened automatically− The screen displays information about the competition and
the product details
− They pressed the RECORD button located above the microphone sign on the page
− The recording begun when the button is pressed and recording ends when the button was released
− The participant tired to say ‘I LOVE YOU SOOOOOOOOOO MUCH’ in one breath as long as s/he can.
− There was also a category for the most creative video recording− The submitted recording were first checked by the moderation
system. The approved recordings were published on the page.− Each approved recording listed in the ‘recording library’ was
then made available to the participants to listen, share, vote and comment on.
Non sto vendendo ma aprendo una conversazione con I miei utenti in quanto l’attenzione non e’ sul prodotto stesso, che e’ reso disponibile come premio, ma la conversazione non e’ incentrata su questo.
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TP-LINKSM CONTEST
PR
Magazine & Newspaper Adv.
Sales Campaign
Guerilla AcitiviyGiveaways
Banner Campaign
Mailing&
SMS
Banner on website and e-
tailler
Marketing Tactics
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Main Page Main Page
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Newspaper & Magazine Advertisement
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PR
Video View: 23.032
Reach: 133.952
Comment: 124
Share: 66
Post Like: 567
Total Video View Time: 16.752 Minutes
Video Publish Date: 17 Jan 2015
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2. EVENTS
L’obiettivo piu’ importante di un evento per un’azienda e’ quello di dare visibilita’al proprio brand/prodotto su un alto numero di utenti/potenziali clienti in linea con il proprio target
Attraverso I social media e’ possibile raggiungere un numero maggiore (triplicate)di utenti anche al di fuori dell’evento e permettere anche a chi non e’ presente di interagire oltre che ad essere informato sui contenuti dell’evento stesso
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INSOMNIA GAMING FESTIVAL
Abbiamo distribuito oltre 5000 volantini all’evento attraverso il QR code abbiamo portato gli utenti su una pagina dove chiedevamo loro di rispondere a delle domande sulle caratteristiche principali di un nuovo prodotto appena lanciato dall’aziendaIn questo modo sia chi era “fisicamente”presente all’evento, sia chi a casa poteva partecipare e utilizzando lo stesso hashtag per la competition, abbiamo aumentato moltissimo il numero di followers sia su Facebook che su Twitter
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INSOMNIA GAMING FESTIVAL/INSIGHT TECHNOLOGY SHOW
Balloon Competition
Dress up Competition
Hashtag @Insight Technology Show: come to the stand, take a picture with of our products, use a specific hashtag
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DOMANDE?
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LETS’S KEEP IN TOUCH
TWITTER: @ELEROCCA
SKYPE: ELEONORA.ROCCA9
EMAIL: [email protected]
INSTAGRAM: Eleonora Rocca/The Brunette Cupcake Blog
BLOG: THEBRUNETTECUPCAKE.COM
ECOMMERCE: WWW.GLAMCLOSET.CO.UK
FACEBOOK: ELEONORA ROCCA/ The Brunette Cupcake by Eleonora Rocca
LINKEDIN: ELEONORA ROCCA
PINTEREST: GlamCloset Fashion Store
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GRAZIE!
• Creativity
• Passion
• Commitment
• Innovation
• Extra Mile
• Sales/Business Results Driven
Values