toscana social media marketing case history update
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Toscana Social Media Marketing case history UPDATETRANSCRIPT
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from LANDMARK to LOVEMARK
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LE COSE CAMBIANO...
“Il marketing è morto in quanto sono esaurite le due condizioni che lo nutrivano: primo, che le persone non potessero parlare facilmente e direttamente tra loro, secondo, che il canale di trasmissione fosse concentrato, semplice e direttamente controllabile.”
Gianluca Diegoli[mini]marketing
www.minimarketing.it
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#1 al mondo
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Storytelling come forma di gestionedell’awarness e come fattore di
cambiamento di percezioneda brand a lovemark
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strategia di engagement per i turistiattraverso leve emotive
attraverso logiche partecipativee co-creazione esperienze
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A UNIQUE COMMUNICATION PROGRAM
VOGLIO VIVERE COSI’ CAMPAIGN
Social MediaMobileWeb ADVTVAirport +MuseumsPress
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15http://www.youtube.com/watch?v=ROXdVKG3-Hs
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Google partnership
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Pubblico internazionaleEnglish speaking
Capacità di spesa e cultura medio-alta
Capace di utilizzare Internet nella pianificazione del viaggio
Attento ai valori della sostenibilità e della qualità del viaggio.
IL TARGET
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SOCIAL MEDIA TEAMsede dedicata a Firenze
Un team versatile, appassionato, creativo e multilingue
Un team “digital native” con esperienza nei social media
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SOCIAL MEDIA TEAMsede dedicata a Firenze
Un team costruito attraverso un processo di selezione creativa e basata sugli strumenti social media
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VOGLIO VIVERE COSI’social media team
AREE DI COMPETENZA:
Creative content editorsCreative designersMarketing AnalystsTech Geeks
CONTENT
CREATIVITY
PERFORMANCE
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Aumentare l’“awareness” dell’ offerta turistica toscana
Promuovere e far conoscere ai giusti target le eccellenze toscane in termini di prodotti, eventi, luoghi e persone
OBIETTIVI e ATTIVITA’
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Long Tail
Mercati di massa Massa di Mercati
Percezione del valore
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Influenzare le scelte d’acquisto dei viaggiatori attraverso la conversazione ed il passaparola all’interno dell’universo Social Media
Offrire informazioni utili per il viaggiatore, prima, durante e dopo l’esperienza in Toscana
OBIETTIVI e ATTIVITA’
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Tutti gli strumenti finora utilizzati per creare awareness includeranno dinamiche di conversione.
Piattaforma di booking proprietaria:turismo.intoscana.it/booking
Gratuita per gli operatori
OBIETTIVI 2011: CONVERSIONE
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Brand Assessment regolari
Definizione KPI di progetto
Strumenti e tecniche di monitoraggio
PERFORMANCE
%
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profili social media
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PRESIDI SOCIAL MEDIA
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© H-art 2010 | All Rights Reserved | H-art is a WPP Company
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© H-art 2010 | All Rights Reserved | H-art is a WPP Company
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2 binari paralleli
VOGLIO VIVERE COSI’social media team
CONTENUTISERVIZI
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AllThings Tuscany - Social Portal
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Talk To Tuscany - Social Customer Care
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Events of Tuscany - Social Events Cal
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Tuscany+
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Risultati di campagna al 31
Ottobre 2010
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Audience totale della campagna
210 Mall’interno di 700 fonti tra siti, blog, canali social media
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contenuti originali creati
16,000
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interazioni con gli utenti
30,000
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INTERAZIONI
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pagine viste totali blog e siti400,000
visite totali blog e siti 200,000
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totale visualizzazioni Facebook250,000
totale “likes” Facebook25,000
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followers Twitter
9,000
visualizzazioni Flickr photos
150,000
visualizzazioni Youtube video
250,000
visualizzazioni mappe
80,000
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162 Paesi
Distribuzione geografica visitatori blog 13 maggio 2010
PROVENIENZAVISITATORI CAMPAGNA
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Key Learnings
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Le attività editoriali Social Media portano ad una crescita lenta, organica e
duratura della visibilità dei contenuti e della Brand Awareness.
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L’efficacia dell’attività Social Media migliora esponenzialmente quando in
sinergia con eventi e iniziative di comunicazione di tipo tradizionale.
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E’ necessario che tutti gli attori coinvolti, pubblici e privati, facciano sistema.
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La percezione che il pubblico straniero ha dei nostri luoghi è decisamente
diversa da quella di chi li vive quotidianamente.
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Insights da Brand assessment e monitoraggio conversazioni
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La popolarità online della Regione Toscana attraverso Blog, Social Media e News Site
Nel grafico: l’andamento della Regione Toscana attraverso la query “Tuscany” dal 1 Novembre 2009 al 1 Maggio 2010. Fonte: Sysomos
Novembre Dicembre Gennaio Febbraio Marzo Aprile Maggio
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Top 5 aree territoriali per numero di conversazioni online
Nel grafico una rappresentazione delle Top 5 aree territoriali più popolari
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I lovemarks rappresentano gli elementi maggiormente presenti all’interno delle conversazioni
Nella tabella una classifica dei lovemarks toscani più popolari
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Esiste solo una missione sostenibile: migliorare la vita delle persone della comunità di cui fate parte.Gianluca Diegoli[mini]marketingwww.minimarketing.it
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grazie!Mirko Lalli
Head of Marketing & Communication @ Fondazione Sistema Toscana
faculty member Master Social Media Marketing IULM
Board member of WOMMI
Vice President of ToscanaIN
Mirko Lalli
mkl
http://flavors.me/mkl