Post on 14-Apr-2017
ANDREA VACCARELLA
I SOCIAL NETWORK PER L’AZIENDA
4/04/2017 corso CIS- STUDIO CORNO
CHI SONO
Ing. Informatico110L Politecnico di Milano
Esperto di UX e UIUsabilità Utente e Layout adattivi
Lecchese doc.Borsa di Studio Google-UnioncamereStartUp: FluxedoApp, Siti, Video, Photoshop, ViaggiFuorisalone, Fluxedo, socialOmeters
andreavaccarella.it/andre0341
CHI SONO
google.it/distrettisulwebdistrettisulweb.it
AGENDA
AgendaSocial NetworkFacebook, LinkedIN, G+, TwitterPinterest, Instagram, YouTubeFacebook for Business, WorkPlacePiano di pubblicazioneTipi di post, regoleHootsuite. Pages.2 SimulazioniGestire le Crisi Real Time
NON inAgenda Social a Pagamento (ads)
Google AnalyticsGoogle AdwordsFacebook Business ManagerEmail MarketingCostruire Siti InternetPhoto-EditingCopywriting – SEO writingSEO
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
https://wearesocial.com/blog/2017/01/digital-in-2017-global-overview
PREMESSA
1.Create buyer personas based on stats and interviews of your most successful customers2.Identify the different segments of your funnel, how you’d ideally want a customer moving through their journey3.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
WHY?
WHY
Social media posts can be used to drive targeted trafficUsing social media for business boosts your site’s SEOSocial media will lead to real relationship buildingUsers are (more) receptive to your messagesSocial media ads allow targeting and retargetingSocial media can help you get noticed at events, and even generate earned media coverageYou can respond to problems immediatelyA strong social media presence builds brand loyaltyYour competition is getting social, so you should tooThe social media marketing arena is a (fairly) level playing fieldSocial media marketing will get you more salesAcquire Info: you’ll find customers you didn’t know existedUnsolicited Customers: Customers you didn’t know existed will find you(Almost) Free.The ROI on social media ads is unbeatableFor newsjacking, social media is king
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
WHYb2b version
Use Employee Advocacy Humanize your business Demonstrate the value you place on individual employees, improving internal and external perception)
Monitor CompetitorsCreate your Buyers Personas
Age - Gender - Position - Industry - Business size and scopePut 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 adverbGo Multimedia
earn you more engagement and website visits than text-only updatesShowcase Your PartnersComment on Breaking NewsRun Support AccountsJoin Groups and CommunitiesShare Original Content to Boost Business AwarenessShare Outside ContentUse B2C Social Media TacticsAnalyze Your AudienceAnalyze Your Efforts
Learning From the BestB2B Best
Cisco on InstagramIBM on TwitterGartner on FacebookCitrix GoToMeeting on TwitterGE on Instagram
CONTENT PLAN
(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 toObserve 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.
(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”
ESERCIZIO – CREAZIONE di un PIANO DI PUBBLICAZIONE
(ONLINE) MARKETING GOALS
Build PresenceCreate AwarenessDrive discoveriesGenerate LeadsBoost SalesEarn Loyalty
Drive online salesGenerate LeadsIncrease in-store salesPromote App/WebsiteRaise Brand Awareness
Profilo – Pagine – Business Manager – Adverts Manager - WorkPlace
Utenti
Pagine
Post
Analytics (insights)
ShareLikeCommentTweet(Retweet)+1
Interazioni(con I “follower”)
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 = postC = creatorT = typeR = recency
(*) 5 of 100.000 factors
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 | Success Case
Rice Creek Family Dentistry > Second Office
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
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
Vanity Metrics vs. Actionable Metrics(Unless Objective = Awareness)
Vanity MetricsNumber of likesNumber of sharesNumber of followersNumber of downloadsNumber of page views
Actionable MetricsSplit test A/B -> which drives more traffic to websiteCheck in the aftermath (subscription within 1 hour after posting)Post Type related to form subscription
Equivalents -> calculate the value of clicks and views.
FACEBOOK WORKPLACE
Get Things Done. Privately
#Hashtags – @Mentions – Comments – Followers – Following - Retweet
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..
NEWSWhen you reply to someone or a group, those @usernames won’t
count toward your Tweet’s 140 characters.
https://www.fastcompany.com/3023067/10-surprising-twitter-statistics-to-help-you-reach-more-followers
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
HOW TO BUILD THE SOCIAL FOLLOWING?
HOW?
BAMABe focusedAuthenticMeaningful (SOLVE the problem)Aware
VALUE CREATIONWHY 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.
HOW?
"Like Exchange” - Enter ongoing discussions - Give before you Ask
Create conversation, spark conversation, deviate conversationPut 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. Ask your customers for feedback and testimonials.
STORYTELLINGDon’t overdo it. Be prepared: do you really know what it is?
SOCIAL MEDIA CRYSIS
CRISIS MANAGEMENT (REAL TIME)
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:
Social: uno specchio della realtà
https://www.facebook.com/VolkswagenDE?fref=ts&hc_location=ufi
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.
Susanna Ceccardi, Sindaco di Cascina
Pagina del sito creata ad hocTweet in direttaDocumenti preparati di spiegazioneImmagini, infografiche, linkRimandi legislativi
https://www.eni.com/enipedia/it_IT/archivio-news/eventi/eni-spa-e-rai-definiscono-lite-pendente-in-termini-transattivi.page?lnkfrm=serp
Cosa AbbiamoVistoOggi
Social NetworkFacebook, LinkedIN, G+, TwitterPinterest, Instagram, YouTubeFacebook for Business, WorkPlacePiano di pubblicazioneTipi di post, regoleHootsuite. Pages.2 SimulazioniGestire le Crisi Real Time
Cosa Vediamo la prossima volta
Promozione su FacebookAds, Formati, Business Manager
Promozione su LinkedINPromozione su Twitter
GRAZIEAndrea Vaccarella