#social media strategy - Unibg · 2013-12-05 · !socialmedia!strategy!e!socialCRM:...
Transcript of #social media strategy - Unibg · 2013-12-05 · !socialmedia!strategy!e!socialCRM:...
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social media strategy e social CRM: strumenti per dialogare con rete e clienti
#social media strategy
be a jEdi innovation design ❘ training ❘ new business strategy
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disclaimer
§ il presente documento è stato steso da Daniele Radici § la proprietà intellettuale del documento è di Daniele Radici § l’utilizzo e la riproduzione di questo materiale sono consentiti solo con il consenso scritto di Daniele Radici
§ le informazioni in esso contenute hanno valore solo con il commento orale dell’autore
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Hello my name is
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1. Social Media Strategy
2. Social CRM
3. Strumenti
a ge nda ge a
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© Dan
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strategia…digitale
social media strategy is the deployment and development of modern strategic plans for social media a social media strategy incorporates these new ways of communication where media is not only broadcast but also shared, commented, opined edited or modified by the public at large “
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© Dan
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strategia…digitale
social media is now a serious channel for marketing, branding and creating an online community present day social media strategies revolve around sharing content between users; they share a plethora of content including, but not limited to pictures, videos, information, articles, voting, opinions et al “
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digital strategy: chi ci pensa? 7
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© Dan
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come creare una digital strategy
§ scegliere e conoscere i canali di comunicazione § definire gli obiettivi § identificare le priorità di target § integrare differenti canali § analizzare come i concorrenti usano i canali § incoraggiare l’uso del canale
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© Dan
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come creare una digital strategy
§ scegliere e conoscere i canali di comunicazione § definire gli obiettivi § identificare le priorità di target § integrare differenti canali § analizzare come i concorrenti usano i canali § incoraggiare l’uso del canale
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© Dan
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il modello S.O.S.T.A.C. 10
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il modello S.O.S.T.A.C.
Situation analysis: § comprensione della situazione AS-‐IS § “dove siamo oggi”
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il modello S.O.S.T.A.C.
Objectives: § formalizzazione e concettualizzazione del TO-‐BE § definizione dei “desiderata” § “dove vorremmo essere domani”
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il modello S.O.S.T.A.C.
Strategy: § progettare il percorso § definire le linee guida § piano di azione di lungo termine § “come arriviamo lì”
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il modello S.O.S.T.A.C.
Tactics: § dettaglio del percorso § identificazione delle tappe intermedie § criteri di feedback § identificazione risorse e tempificazione § “come dettagliamo il percorso per arrivare lì”
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il modello S.O.S.T.A.C.
Actions: § responsabilità (chi) § dettaglio delle attività operative (fa) § obiettivi di breve (cosa) § scadenze (quando) § “quali sono le attività da portare avanti”
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il modello S.O.S.T.A.C.
Control: § raccolta feedback § monitoraggio § evidenza gap § “come misuro le performance”
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1. Social Media Strategy
2. Social CRM
3. Strumenti
a ge nda ge a
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© Dan
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CRM, meccanismo di dialogo
customer relationship management (CRM) is a model for managing a company’s interactions with current and future customers it involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support “
[S. Robert]
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CRM, meccanismo di dialogo diventa social
il Social CRM è una filosofia ed una strategia di business pensata per ingaggiare il cliente in una conversazione collaborativa al fine di generare vantaggio reciproco in un ambiente di fiducia e trasparenza “
[P. Greenberg]
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CRM, meccanismo di dialogo diventa social
CRM often makes use of social media to build up customer relationships some CRM systems integrate social media sites like Twitter, LinkedIn and Facebook to track and communicate with customers sharing their opinions and experiences with a company, products and services “
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© Dan
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il nuovo cliente, il Social Customer 21
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© Dan
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CRM Vs. Social CRM
http://blog.getsatisfaction.com/2010/12/06/evolution-of-social-crm/
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il ROI del Social Media 23
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il ROI del Social Media 24
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il ROI del Social Media 25
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il ROI del Social Media 26
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1. Social Media Strategy
2. Social CRM
3. Strumenti
a ge nda ge a
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© Dan
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strumenti di analisi
analisi delle relazioni -‐ Social Network Analysis (SNA)
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ogni nodo è una persona
i colori rappresentano gli attributi delle persone (es: unità, seniority, sede, area professionale, ecc.) più una freccia è corta e più è forte l’interazione tra le due persone (le frecce sono pesate)
la disposizione dei nodi non è casuale: più una persona interagisce con altri, e più viene “tirata” da questi (le frecce agiscono come elastici)
la dimensione di un nodo è proporzionale al numero delle nomination ricevute
ogni freccia indica che una persona ne ha nominata un’altra
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strumenti di analisi
analisi delle conversazioni: Radian6
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strumenti di analisi
analisi delle interazioni
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fonte: http://blog.bufferapp.com/social-‐media-‐stats-‐studies
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strumenti di analisi
passaggi chiave
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strumenti di analisi - awareness
attention: non solo followers, ma utenti ingaggiati
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strumenti di analisi - awareness
attention: non solo followers, ma utenti ingaggiati facebook fans: 100 twitter followers: 50
150
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strumenti di analisi - awareness
attention: non solo followers, ma utenti ingaggiati brand reach: 150 facebook shares: 20 sharer’s reach: 1000 content reach = 150 + (20 x 1000) = 20.150
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strumenti di analisi - awareness
engagement: quanta relazione di ingaggio esiste tra me e il cliente oppure
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strumenti di analisi - awareness
sentiment: come parla di me la rete
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© Dan
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strumenti di analisi - listening
capire come reagisce la rete alle mie azioni
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strumenti di analisi - listening
capire come reagisce la rete alle mie azioni
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strumenti di analisi - purchase
quanto e quali processi social contribuiscono alla vendita del mio prodotto? percorso di esempio: § accesso al sito web § diviene follower twitter § (ri)accesso al sito per particolare offerta via twitter § login / signup § acquisto
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strumenti di analisi - purchase
quanto e quali processi social contribuiscono alla vendita del mio prodotto? come capirlo? § survey: chiedo agli utenti in modo diretto “come” arrivano a me
§ google analytics: analisi percorso di navigazione pre-‐sale § utilizzo di link differenziati (per promozioni/servizi differenti)
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© Dan
iele Rad
ici 2013 -‐ V
ia A. B
azzini, 3
-‐ 24
129 Be
rgam
o
strumenti di analisi - advocacy
§ mantenere il contatto § generare community § generare partecipazione e condivisione del proprio brand
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© Dan
iele Rad
ici 2013 -‐ V
ia A. B
azzini, 3
-‐ 24
129 Be
rgam
o
strumenti di analisi - advocacy
maggiori trend attuali: § storytelling § gamification
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© Dan
iele Rad
ici 2013 -‐ V
ia A. B
azzini, 3
-‐ 24
129 Be
rgam
o
$$$ - quanto costa? 43
CPC -‐ Cost per Click § facebook § google+ § search engine
forfait § youtube § twitter
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© Dan
iele Rad
ici 2013 -‐ V
ia A. B
azzini, 3
-‐ 24
129 Be
rgam
o
$$$ - quanto costa? 44
CPC -‐ esempio facebook
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© Dan
iele Rad
ici 2013 -‐ V
ia A. B
azzini, 3
-‐ 24
129 Be
rgam
o
$$$ - quanto costa? 45
Misurare i ricavi e Ottimizzare
€ 1,000 investimento iniziale in Adwords
€ 0.50 CPC ≥ 2,000 click
5% tasso di conversione = 100 vendite
Vendita Media= € 50
€ 1,000 investimento • € 5,000 in vendite
Continuato Investimento e Ottimizzazione
CPC -‐ esempio search engine
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#grazie!
be a jEdi
Daniele Radici @ [email protected] daniele.radici @danieleradici
innovation design ❘ training ❘ new business strategy