I social media sono ormai parte integrante del marketing mix aziendale ma qual’ė l’approccio corretto per le società di oggi e quali sono le best practice da tenere in considerazione nella pianificazione di una presenza social vincente?

1. Patrocinio Media Partner Comitato Scientifico Organizzazione
Seminari Web-Intelligence 2013
Social E-commerce
Michael Walsh
1

2. Patrocinio Media Partner Comitato Scientifico Organizzazione
Seminari Web-Intelligence 2013
Michael Walsh
1999 - 2011
Senior Copywriter / Brand
Strategist Acer Group
Dal 2010 – CEO Social Starter
Srl
@socialstarter
2
Meet your speaker

3. Patrocinio Media Partner Comitato Scientifico Organizzazione
Seminari Web-Intelligence 2013
• The Acer Guy
• Creato nel 2006
• Oltre1.000.000 visite nel 2010
• Media 3.000/gg.
• Usato dai tecnici Acer nei call center
• 3,20 Pagine/Visitatore
• 00:02:52 Tempo sul sito
• 43,03% Bounce Rate
• 81,17% Traffico dai motori di ricerca
• 82,48% Nuovi Visitatori
3
Social Media

4. Patrocinio Media Partner Comitato Scientifico Organizzazione
Seminari Web-Intelligence 2013
1. Definizione di Social E-Commerce
2. Case Studies – Il primo e l’ultimo
3. Spunti per agire
4
Agenda

5. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Social Networks
Vs.
Commercial Networks
Parte 1

6. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Il Social Commerce è l'evoluzione in senso web 2.0 del commercio
online (e-commerce), che consente una maggiore interattività e
partecipazione da parte dei clienti, attraverso blog, sistemi wikie e
condivisione di articoli scritti dai membri delle community. “
http://it.wikipedia.org/wiki/Social_commerce

7. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
http://www.bbc.co.uk/news/business-15962476
Facebook è "una rete sociale, non una rete commerciale, e quindi, se lo
utilizzate commercialmente, lo fate a vostro rischio e pericolo."
Sir Martin Sorrell
Amministratore delegato, WPP

8. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
“i mercati sono conversazioni”
La tua azienda
TARGET
AMICIAMICIAMICI AMICIAMICIAMICI
ADV tradizionale - Facile
Social - Difficile
Cluetrain Manifesto - 1999
Social Commerce -
Difficilissimo
$$$

9. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Social Players
Vs.
Money Makers
Parte 2

10. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
@DellOutlet
Aperto nel 2006
$1m ricavi nel 2008
$2m ricavi nel 2009
@DellHomeSalesCA @DellnoBrasil
Aperto nel 2009 Aperto nel 2009
$150.000 ricavi in primi 6 mesi $800.000 ricavi in primi 8 mesi
$6.5m ricavi nei primi 3 anni

11. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
(Nato nel 2011)
Designer Flash Sales

12. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
9 Marzo 2011 “Coming Soon”

13. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
20 Marzo 2011 Lancio “Viral mechanics”
50K membri nei primi 30 giorni
165K membri negli 80 giorni precedenti al lancio
500K amici invitati
50% viral (iscrizione da inviti)
7K da Twitter

14. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
9 Giugno 2011 Sito lanciato
• $600K vendite nei primi 12 giorni
• 215K membri al lancio
• 350K membri entro luglio
• 500K membri entro agosto
• 1 milione di membri entro novembre
• 1,5 milione di membri entro dicembre
• 7 milione membri primi 15 mesi
• $150m fatturato in 2012
• $250m fatturato previsto nel 2013
• 50% nuovi iscritti via social
• 20% transazioni giornaliere da social
• 30% transazioni giornaliere da mobile

15. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Cosa vendere
Vs.
Come programmare
Parte 3

16. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
quanti modi ci sono per vendere?
AdSense / ADV Affiliazione Digital Goods Physical Goods
complessofacile

17. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Qual è il vostro punto vendita?
€
Facebook
PinterestTwitter
Blog
Instagram
YouTube Google+
Etsy

18. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
AdSense / ADV
AffiliazionePhysical Goods
Digital Goods

19. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Shawn Hogan USA
website https://forums.digitalpoint.com/
Traffic / month > 45 million
Ricavi annui da AdSense
(est)
Circa $2m
Markus Frind Canada
website http://www.POF.com/
Traffic / month > 90 million
Ricavi annui da AdSense
(est)
> $2m
AdSense

20. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
AdSense
AdSense

21. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Affiliazioni - Opzioni

22. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Affiliazione (Amazon)
“10% in commissioni pubblicitarie per
ogni Kindle, eBook o accessorio
venduto.”

23. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Affiliazione (Wordpress)
Amazon Affiliate
Banner
Amazon Affiliate ID
Social Sharing

24. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Digital/Physical Goods
WordPress E-commerce Plug-ins
WooCommerc
e
MarketPress
ColorShop
Ready!
Ecommerce

25. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
“Meccanismo di e-commerce”
Digital Goods Services Payment Processor Carta di Credito
FetchApp
Gumroad only

26. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Promuovere l’E-commerce
€
Facebook
PinterestTwitter
Blog
Instagram
YouTube Google+
Etsy

27. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Instagram

28. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Instagram lead generation
FOTO (#) ACCOUNT E-COMMERCE

29. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Instagram E-commerce integration
KIKO E-COMMERCE#KIKOXMAS

30. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
TWITTER

31. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
TWITTER - CARDS
TIPO DI CARDS
DISPONIBILE
• Summary Card
• Large Image Summary Card
• Photo Card
• Gallery Card
• App Card
• Player Card
• Product Card
1. Bryan espande il tweet “lead generation” di @baristabar
I dati di Bryan sono già “inseriti”. Deve solo cliccare.
2. I dati di Bryan vengono trasmessi al Barista Bar in modo
sicuro. Ora riceverà le offerte via mail di Barista Bar
Call to Action personalizzabile

32. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
PINTEREST

33. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Pinterest / Novità marzo 2013
Niente più link
Solo link al proprio sito
nel profilo. Nessun link
nella descrizione o
commenti dei pin.
Niente più Hashtag
Puoi mettere un “#”
davanti a parole chiavi
ma non li rende
ricercabili o linkabili.
Niente più like da
Facebook
L’opzione di “Like” un board
in Facebook è stata
rimossa. Indebolito il
legame Pinterest /
Facebook
Embed links only
Solo i link fornito da
Pinterest per linkare ai
pins su Pinterest sono
ammessi.

34. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Pinterest / Rich Pins
PRODUCT PIN
(BOARD
PRINCIPALE)
PIN SPECIFICO
(RICH PIN)
E-COMMERCE
(SITO PRINCIPALE)
• Crea un account “business”
• Verifica il tuo sito
• Inserire meta-tags sul proprio sito
• Fare richiesta a Pinterest per attivare i Rich Pins
business.pinterest.com

35. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
SELLPIN.COM
• Soluzione veloce
• Vendere online senza E-Commerce
• Fee molto basso
• Layout e scheda prodotti grezzi
• Immagini non ottimizzate per
Pinterest
• Richiesta di iscrizione a PayPal
Pinterest / Fai Da Te

36. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
ETSY

37. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Connettività Social
web
iPad
Etsy - Web / Mobile
• 15 milioni membri
• 800.000 store online
• €0 costi iscrizione
• $0.20 per articolo
• 3.5% commissioni

38. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Etsy – Case Study
Alexandra Ferguson
• Etsy store aperto Gen 2009
• Costo di avviamento: $1.60
• 1.613 articoli venduti
• >13.516 “fans”
• $1m ricavi nel 2012

39. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Etsy / Pinterest
Obbiettivi
• Creare un canale Etsy ufficiale
• Aumentare le vendite ai membri
• Usare le insights per migliorare
la strategie di content sharing
• 22% aumento del traffico di
media
• 20% aumento di vendite
“Il nostro obiettivo è l'ispirazione, non solo le vendite. Noi illustriamo i valori di Etsy per aumentare
la fidelizzazione e l’engagement, e postiamo cose che interessano la nostra comunità.
Manteniamo un attento equilibrio di elementi Etsy e altri contenuti per mantenere l'autenticità con
il nostro pubblico.”
Alison Feldmann, Editor in Chief

40. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Blomming – Social Shopping Made in Italy

41. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Blomming – Social Shopping Made in Italy

42. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Blomming – Social Shopping Made in Italy
“Oggi dei nostri 6.500 venditori, più di 3500 hanno la vetrina su
Facebook e il 20% delle nostre vendite inizia e si conclude sul social
network.”
Alberto D’Ottavi – Co-fondatore Blomming

43. This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
The End.
Ora è tutto chiaro?
socialstarter.com
Avete delle domande?
michael@socialstarter.co
m