online reputation mediastars gonzalez galicia 2012
TRANSCRIPT
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Dove fare Branding?
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People buy people
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Non dobbiamo misurare il succesoper il numero di followers , likes, friends…
Paragonando questi dati con le statistiche di un sito web e come se oggi continuassimo a parlare di HITS.
example: EdgeRank, solo il 15% dei tuo fans vedranno i vostri post.
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Le persone diventano un brand.
I brand diventano persone?
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Qualità o Quantità?
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Definire gli obiettivi.
Come una azienda, come un prodotto.
Digitale si, ma non dimentichiamo che la relazione nasce dal contatto tra persone.
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Attenzione: questo non è Personal Branding
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Il Personal Branding
di 100 anni fa
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Ma prima ricordiamo cos’è il branding
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Una promessa
Valore di un prodotto
L’insieme di valori tangibile e intangibili
Branding è la reputazione della marca o dell’individuo
Branding è la creazione del tuo nome/marca
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MarketingWeek27 September 2012 issue
H&M - Beckham
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Beauty
Example: Lush
Brand following: 86 per cent female, aged 18-34
Source: MarketingWeek
Celebrity candidates:
Leona Lewis
Facebook: 3,010,969 Twitter: 715,778
67 per cent female
Key words: WSPA Charity, Vegan, Music, London, Green
Imelda May
Facebook:183,150 Twitter: 16,072
62 per cent female
Key words: Irish, Music, Vegetarian, Green
Gabby Logan
Facebook: N/A Twitter: 222,662
52 per cent male
Key words: TV Presenter, Mum, Green, Future FriendlyCharity
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Allegra Coleman (1996)
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Le regole per poter fare
branding all’estero?
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Don’t brag about you
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Inglese Italiano
brag gloria
brag millantare
brag millanteria
brag spacconeria
brag vantare
brag vantarsi
brag vanteria
brag vanto
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Il personal branding nel
mondo della musica e lo
spettacolo
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Caso senza frontiere
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100.000 visualizzazioni
in una settimana150 milioni di visualizzazione
in 9 mesiContratto SONY
5 milioni 1 mese
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Brand orchestration
not Band orchestration
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Solo la perfetta integrazione tra i veicoli di comunicazione e le piattaforme di social media garantisce un buon risultato.
Cosi come funziona per le grandi marche funziona anche per gli individui.
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Geo localization
Social bookmarking
Social MediaMultimedia
Wikis
Search Engines
Mobile apps
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Today’spositioning
Past
positioning
Goals/Objectives
+ - + -