alessandro rigato - social media for the masses
DESCRIPTION
YDL Post Digital // 13.06.2014 Social media for the masses: un approccio psicotecnico ai social media per le masse nel nuovo contesto integrato.TRANSCRIPT
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SOCIAL MEDIA FOR THE MASSES: UN APPROCIO PSICOTECNICO AI SOCIAL MEDIA PER LE MASSE NEL NUOVO CONTESTO INTEGRATO
ALESSANDRO RIGATO
BRAND COMMUNICATION IN THE POST-DIGITAL WORLD
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INDICE• COMMUNITY!• FACEBOOK “THE HUB”!• CALENDARI EDITORIALI!• CONTENT!• ANALISI!• RISK MANAGEMENT
YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO
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COMMUNITYYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
SOCIAL NETWORK! !!sono community che hanno creato community dentro
loro stesse
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FACEBOOK “THE HUB”YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Facebook in Italia! !
28 milioni di utenti (42,44%)!17 milioni di utenti attivi giornalieri!
3 miliardi di mi piace al mese!288 milioni di foto mensili!
3,5 miliardi di messaggi privati
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FACEBOOK “THE HUB”YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Maggior numero di fan!!!=!!Minor numero di engagement
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FACEBOOK “THE HUB”YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Non basta essere su Facebook!bisogna guidare la community
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FACEBOOK “THE HUB”YOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Fornire contenuti che possono piacere alla community
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CALENDARI EDITORIALIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Settimanale!Bisettimanale!
Mensile
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CALENDARI EDITORIALIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Topic Balance
PRODOTTO
BRAND
CULTURA
SPORT
EVENTI
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Post Brevi!Call to Action!Tone of Voice!
Immagini
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Sì foto e video!Nì solo testo!No solo link
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Focus Video
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Instagram! !
200 milioni di utenti registrati!+4 milioni in Italia!
90% utenti under35!1000 commenti, 8500 like al secondo!
55 milioni di foto al giorno
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Instagram ha la % di interazioni più alta di tutti i social
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Fonte: Simply Measured, How top brands are using Instagram since Facebook buy
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
I video su Instagram performano 4x rispetto alle normali foto
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Fonte: Simply Measured, How top brands are using Instagram since Facebook buy
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Instagram! !
No a foto stock o trattate!Hashtag!
No troppe domande o esclamazioni!Frequenza!Community
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
http://instagram.com/p/ov1ezkMq6e/
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
http://instagram.com/p/nZzXwKgUUE/
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CONTENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
http://instagram.com/p/nTjKL6xc4a/
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Menu
Riassunto settimana
Ultimi 5 post
pubblicati
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Tenere sotto controllo !i competitor
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Selezionatore periodo
Andamento dei Like
Net Like, differenza tra !Like e Unlike
Provenienza dei Like
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Andamento della !Reach dei post
Andamento delle !Interazioni nei post
Andamento della !Reach della pagina
Numero degli elementi nascosti, SPAM o Dislike
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Numero di visite alle sezioni della pagina
Attività in pagina!menzioni, post, check-in
Link alla pagina che arrivano da siti esterni
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Indicatore di presenza online dei propri fan diviso
per giorno e orario
Analisi di tutti i post pubblicati in pagina
suddivisi per Reach, Like, Commenti e Share
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
In questa sezione sono mostrati i top post delle pagine aggiunte in “osservazione”
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Demografia dei fan
Geografia dei fan
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
E loro?
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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ANALISIYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
ICEROCKET http://www.icerocket.com/
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RISK MANAGEMENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Netiquette!È importante avere questa sezione all'interno di Facebook sopratutto per tutelare il lavoro nel day by day e poter gestire al meglio gli
utenti scontrosi che potrebbero presentarsi.
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RISK MANAGEMENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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RISK MANAGEMENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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RISK MANAGEMENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
Stilare un piano di Risk Management e delle Q&A renderà più semplice la gestione della pagina, velocizzando
anche i tempi di risposta agli utenti.!Bisogna innanzitutto creare una lista di argomenti
"critici" che potrebbero generare conversazioni negative. !!
Stilando questa lista possiamo preventivare determinate azioni e possibili flame da parte degli utenti.!
!È inoltre importante creare con una lista di domande per
avere così una Q&A pronta per le richieste generiche.
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RISK MANAGEMENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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RISK MANAGEMENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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RISK MANAGEMENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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RISK MANAGEMENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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RISK MANAGEMENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
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RISK MANAGEMENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
!
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RISK MANAGEMENTYOUNG DIGITAL LAB 13 GIUGNO 2014
MILANO
1.Individuare le criticità del settore e dello scenario;!
2.Individuare le criticità del brand;!3.Stilare delle Q&A;!4.Utilizzo delle blocklist;!5.Controllo dei flame;!6.Mantenere la calma;!7.A volte ritornano;!8.Tono di voce;!9.Conversazioni proattive
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YOUNG DIGITAL LAB 13 GIUGNO 2014 MILANO
DOMANDE?
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GRAZIE
ALESSANDRO RIGATO
BRAND COMMUNICATION IN THE POST-DIGITAL WORLD
@Ale_Rigato !alessandro.rigato @youngdigitals.com