Community management cosa serve per farlo funzionare - master sd b ii-iii - marco fabbri
Community e Loyalty management - IAB Italia · Community e Loyalty management Convertire i vostri...
Transcript of Community e Loyalty management - IAB Italia · Community e Loyalty management Convertire i vostri...
Community e Loyalty management
Convertire i vostri visitatori e clienti in Brand Ambassador usando l’Influencer Marketing
#SHAREYOURPASSION
Giampaolo Chiello Co-Founder & Italy CEO @gchiello
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“Il reale valore nel terzo millennio delle aziende e dei manager che le gestiscono, non sarà il fatturato che essi producono,
bensì il numero e la qualità delle relazioni da essi instaurati con i propri target“
J.Rifkin
“Il 48% dei retailers mondiali vendono solo online”
P.Sanderson MD IDG Ventures
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Key challenges; E-commerce - Publishers
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Il problema
• Come faccio a far tornare i miei utenti a vedere i miei contenuti?
• Come faccio a limitare i costi dei motori di ricerca/prezzo e dall’evoluzione continua dei social?
• Perché i miei utenti non tornano?
• Anche se qualcuno parla di me faccio fatica a saperlo!
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Opportunità
• Una volta c’erano le community….
• ...poi sono arrivati i social network
• La ri-scoperta dei “Brand Ambassador”
• I miei utenti fanno sapere che sono interessante - Passaparola
• Influencer marketing per capire le loro differenze
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Soluzione
• Creare una community….
• ….organica!
• L’hub diventano le persone (non i social in cui risiedono)
• Rendere interessante il ritorno (win, win win) Es: Shop & Share
• Tracciare il beneficio che ciascuno ha portato e ricompensarlo in proporzione (unicità)
• Rendere ripetibile l’esperienza
• Integrarsi con CRM e CRM social
Example of Shop & Share Process
Content/period
Target Participants Minimal Invitation Shopper Benefits Sharing Repeats
Shoppers
TY Page
Single Banner
€ /credit / points
sharing / clicks Leads/purchase
Time/budget
Example of Shop & Share Process
6 August to 30 September
Program Access Method >>Thank You Banner >>LogBack About Program
1. Shop Pop-up >>Social Log-in >> Share Ad on Social
2. Share
Redeem Coupon >>Mingle.Button >> e-Mail
4. Cash Back
User Shares ad content >>On Social >> adMingle Verifies Share & Perfomance
3.Engage
5. Share Again 6. Engage Again 7. Cash Back Again
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Performance KPIs; CTR
Pop-up Open
16,4%
Sign-ups
15.8% / 2,6%
0
5
10
15
20
25
30
35
40
0
200
400
600
800
1000
1200
totcarrelli
partecipan4
STRONG CORRELATION BETWEEN VIEWS AND
PARTICIPANTS
A. Website to budget B. Banner to Basket
50,34% Basket / Lead
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Performance KPIs; Conversion Rate / External
Accept / share
12,4% / 78,3%
Purchases
4,2% / 8,9%
A. Banner to Share B. Basket to check-out.
Total Clicks
2,13 clicks/share
9
A. Recommendation / Purchase B. Share / Purchase
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Morale
• Sono esseri umani e persone quelle che coinvolgiamo
• Conosciamoli e rendiamoli veramente partecipi
• Il vero ingaggio non è necessariamente complicato: deve essere solo vero!
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Call to action….
Domani in ufficio….
Stiamo lavorando per il nostro cliente ad una community vera?
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Agency - Brand - Age - Gender - Country - Geo Location - Area of Interest
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UK, Germany, France, Italy, Russia, Poland, Austria, Turkey, Israel, Indonesia, Singapore, Kazakhstan, South Africa, Brazil, Mexico Coming up Next: Switzerland, Greece, Balkan
adMingle Local Activity & Awards
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GlobalReferences
ItalianAgencyReferences
ItalianReferences
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Agency-Brand• Age• Gender• Country• GeoLoca4on• AreaofInterestMingle.Bu:onisawebsiteadd-onwithNo
integra4oninini4alset-upthatappearsinanyshapeandsizeenablingtheadMingleMediaaspop-uporasnewspaceonwebsites.WhiteLabelandCo-brandingofadMingleMediaaswellasMingle.BuIon.Connec4ngrealpeopleandbradsusingvariouschargingmodelssuchas:aCPC,aCPM.
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Agency-Brand• Age• Gender• Country• GeoLoca4on• AreaofInterest• ‘NewMedia’basedonusergenerated&
segmentedadver4singcampaigns.• UsingadMinglewebsitesandmobileappsenabling;“Social&PersonalAdverEsingMarket-Place”.
• Connec4ngrealpeopleandbradsusingvariouschargingmodelssuchas:aCPC,aCPM.
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Agency-Brand• Age• Gender• Country• GeoLoca4on• AreaofInterest
AutomatedMarkeEng&PRcommunicaEonplan.UsingRealandWebCelebri4es,TrendseIers,Bloggers,adetailedandKPIdrivencommunica4onplaniscreated,monitoredandreported.
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#SHAREYOURPASSION
Giampaolo Chiello Co-Founder & Italy CEO [email protected] +39 347 0661711
Lino Zagolin Co-Founder & Italy President [email protected] +39 340 1025000