gabetti on second life: strategy, results and backstage
DESCRIPTION
A broad view of the presence of Gabetti Property Solutions, one of the biggest italian real estate companies, in Second Life. Slides by Rita Tornari and Matteo Penzo.TRANSCRIPT
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Gabetti Property Solutions
su Second Life
Strategia, metodo e opportunità
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2Gabetti Property Solutions
Nel 2006 il riposizionamento del brand Gabetti come il:
“primo Full Service Provider immobiliare in Italia”
ha richiesto lo studio di una nuova strategia di comunicazione e di marketing
basata sui seguenti due driver:
riportare i valori di dinamismo e innovazione all’interno
della Marca
comunicare il concetto del Full Service Provider
Il processo di riposizionamento ancora in atto prevede interventi importanti e
significativi.
LA STRATEGIA DI MARKETING E DI COMUNICAZIONE
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3Gabetti Property Solutions
Da
A
NUOVO MARCHIO E IL NUOVO LOGO
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4Gabetti Property Solutions
MATTONE D’ORO 2007
“SOCIETA’ DEL REAL ESTATE PIU’ INNOVATIVA”
L’incubatore di business innovativi e la società dedicata al R&D
MODELLO DI BUSINESS PIU’ INNOVATIVO
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5Gabetti Property Solutions
OPEN POINT – LA PRIMA VETRINA INTERATTIVA
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6Gabetti Property Solutions
Le Agenzie Immobiliari Gabetti Property Solutions entrano nelle Filiali Capitalia
con l’operazione “Metti in banca la tua casa”
LA PRIMA AGENZIA IMMOBILIARE IN BANCA
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7Gabetti Property Solutions
Gabetti Property Solutions è la prima real estate company ad operare anche nel
mondo virtuale di Second Life.
Second Life è un nuovo mondo virtuale basato sulla tecnologia 3D che consente di
creare ed interagire con ambienti tridimensionali, via Internet.
• 6.000.000 di utenti in crescita ad un ritmo di 200.000/settimana
• Un nuovo orizzonte per il marketing e la comunicazione
LA PRIMA SOCIETA’ IMMOBILIARE SU SL
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8Gabetti Property Solutions
SECOND LIFE – OBIETTIVI
Gabetti Property Solutions utilizza il mondo 3D on-line per:
• Comunicare
• Testare prodotti/servizi
• Promuovere idee
Nel dettaglio Second Life ci consente di:
! incrementare la notorietà del brand veicolandone una nuova percezione attraverso i suoi tratti
evolutivi meno radicati: innovazione di dinamismo.
! testare l’indice gradimento di nuove proposte immobiliari, servizi, prodotti, eventi, campagne
pubblicitarie.
! sviluppare attività di cross selling tra mondo virtuale/mondo reale
! autofinanziare tutti i progetti proposti attraverso lo scambio dei Linden/$$$
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9Gabetti Property Solutions
SECOND LIFE – IL PROCESSO
Progettazione
e
Costruzione
Reclutamento
Avatar Lancio Operatività Valutazione
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10Gabetti Property Solutions
SECOND LIFE – I PRIMI RISULTATI
FORTE KNOW-HOW INTERNO
SPONSORSHIP ALTA DIREZ.
INVESTIMENTO CONTENUTO
TEMPESTIVITA’
I MOTIVI DEL SUCCESSO
FORTE INTERESSE ALL’INTERNO
DEL GRUPPO GABETTI
CONCRETIZZAZIONE DEI VALORI
DI DINAMISMO E INNOVAZIONE
INTERNAZIONALIZZAZIONE
DEL BRAND
RITORNO IN COMUNICAZIONE
I RITORNI OTTENUTI
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11Gabetti Property Solutions
! Testing di alcune iniziative:
p.e. Campagna di reclutamento
! Selezione di partner per attività di co-marketing
! Partnership con Poligrafica S. Faustino per la costruzione del Museodell’etichetta del vino pregiato
! Partnership con Meltemi Editore
! Sviluppo di supporti e iniziative di marketing e comunicazione inworld per ilsupporto delle attività inworld
SECOND LIFE – ATTIVITA’ IN CORSO
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12Gabetti Property Solutions
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13Gabetti Property Solutions
MATTEOPENZO
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14Gabetti Property Solutions
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15Gabetti Property Solutions
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16Gabetti Property Solutions
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17Gabetti Property Solutions
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18Gabetti Property Solutions
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22Gabetti Property Solutions
3 MESI
Building Gabetti Island
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23Gabetti Property Solutions
ELECTRIC SHEEP COMPANY
Building Gabetti Island
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24Gabetti Property Solutions
Building Gabetti Island
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25Gabetti Property Solutions
Building Gabetti Island - Headquarter
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26Gabetti Property Solutions
Building Gabetti Island - Headquarter
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27Gabetti Property Solutions
Building Gabetti Island - Headquarter
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28Gabetti Property Solutions
Building Gabetti Island - Lounge areas
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29Gabetti Property Solutions
Building Gabetti Island - Office chair
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30Gabetti Property Solutions
Building Gabetti Island - Beach Villa
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31Gabetti Property Solutions
Building Gabetti Island - Beach Villa
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33Gabetti Property Solutions
Rapid Prototyping
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34Gabetti Property Solutions
Rapid Prototyping
• Tempo di consegna in RL: 30 mesi
• Tempo di consegna in SL: 2 mesi
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35Gabetti Property Solutions
Rapid Prototyping
• Comunicazione sui media
• Strumento di vendita RL
• Virtual Business
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37Gabetti Property Solutions
Risultati (primi 2 mesi di startup)
• > 2.000.000 L$ (approx. 6.000 !) fatturati
• > 100.000 mq di terreni in portafoglio
• > 200 ore inworld del team Bright Five