Presentazione di Adriana Ripandelli, CEO Grand Union Italia, sulle opportunità e le sfide del digitale per i brand e le aziende. La presentazione è stata tenuta in occasione del convegno "FuturiCreativi", Pesaro 9 e 10 Maggio 2013, organizzato dal Dipartimento di Scienze della Comunicazione e Culture Umanistiche dell'Università degli Studi di Urbino Carlo Bo. Il documento comprende raccomandazioni ed esempi di best practice. www.thegrandunion.it

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Grand Union Italia – FullSIX International Group – The Trend Watch #16
IL PANORAMA DIGITALE E LE ASPETTATIVE DEI BRAND / IMPRESE
Adriana Ripandelli, Pesaro 9 maggio 2013
@adririps
#futuricreativi

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Grand Union Italia – FullSIX International Group – The Trend Watch #16
15 anni

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15 anni

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15 anni

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L’accelerazione
… accelera!STAMPA
ENERGIA
ELETTRICA
TV
INTERNET
SOCIAL
MEDIA
MOBILE
INTERNET
REALTA’
AUMENTATA
UMANITA’
AUMENTATA
SINGOLARITA’?
20401455 19901900
RADIO
1930 1950 2000 2010 2020 2030

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I L M O D E L L O D I B U S I N E S S

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COSA FA LA
MIA
AZIENDA?

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NIKE PRODUCE
TECNOLOGIA

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REDBULL E’ UN MEDIA

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PIAZZA ITALIA E’ UN
PORTAVOCE

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L A D I S T R I B U Z I O N E

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E IN ITALIA?
Ricerca ROPO2 Grand Union Italia – Marzo-Aprile 2013
Sur 100 visitatori di un retailer
negli ultimi 3 mesi
19,8%
“DIGITALI”
Visitano esclusivamente il sito
e-commerce
48,9%
“MULTI-CANALE”
Visitano SIA il sito di
ecommerce, SIA il negozio
31,3%
“TRADIZIONALISTI”
Visitano
esclusivamente
il negozio

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IL PERCORSO D’ACQUISTO
CAMBIA DA COSI’…
BISOGNO RICERCA FIDELIZZAZIONE
COMUNICAZIONE ACQUISTO

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BISOGNO RICERCA FIDELIZZAZIONE
COMUNICAZIONE
A COSI’.
ACQUISTA !
ACQUISTA !ACQUISTA !ACQUISTA !
ACQUISTA !
ACQUISTO

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Amazon Kindle Store

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Zappos
http//pinpointing.apps.zappos.com

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Evian
http//www.evianchezvous.com

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HUGGIES TweetPeehttp://www.youtube.com/watch?v=btOFcIgDG14

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Tesco
Vetrine interattive App Mobile Shopping
App Etichette Vini
Scaffale virtuale

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GILT
http//www.gilt.com

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I P R O D O T T I / S E R V I Z I

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Heinz
Growing Movement

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RayBan
Bright Light App

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http://www.youtube.com/watch?feature=player_embedded&v=OAy_tcqFdsE
Band-Aid
Magic Vision App

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http://www.youtube.com/watch?feature=player_embedded&v=9FdnssHlcRk
Budweiser
The Buddy Cup
29

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L ’ O R G A N I Z Z A Z I O N E

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American
Express
Mobile App
Pagamenti Social Serve
Concerti Unstaged
Offerte Foursquare
Twitter Sync
Tribeca Film Festival
Small Business Saturday

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LuisaVia
Roma
Prova a casa
Vendita abiti sfilate
Eventi e mostre
E-commerce & negozio
bricks & mortar

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L A C O M U N I C A Z I O N E

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Spot double screen

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Branded content interattivo TV + Skype
http://suitespot.tv/portfolio/jet-blue-get-away-with-it-live-interactive-game-show-production/

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Promozioni crowdsourced
http://www.youtube.com/watch?v=bVcAoE-ysbQ

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http://www.redbullsignatureseries.com/
Palinsesto triple screen

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Le chiavi?

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INSIGHT
CORAGGIO

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BIG DATA

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DATI TRANSATTIVI DATI DICHIARATIVI DATI COMPORTAMENTALI
OBIETTIVI DI
BRAND & DI
BUSINESS
ACQUISIZIONE
ARRICCHIMENTO
OWNED MEDIA PAID MEDIA
VALORE DEL TARGET
(BID ADEXCHANGE) +
CONTENUTI
ARCHITETTURA
+ CONTENUTI

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AGILITA’ CREATIVA

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DICK COSTOLO
CEO TWITTER

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http://www.google.com/think/playbooks/agile-creativity.html
PHYSICALLY OR
VIRTUALLY CO-LOCATE
ADD TECHNOLOGISTS TO
THE CREATIVE TEAM
DEVELOP T-SHAPED
TALENTS
GET REAL-TIME
INSIGHTS
PLAN AN OFFSITE IDEA-
THON
ITERATE AND TEST
CAMPAIGNS
PARTNER WITH CLIENTS ON PILOT PROJECTS
1
2
3
4
5
6
7

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>14.500 retweet; reach 13,3 M; follower +14%

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BRAND
BIG
IDEA
FOCUS…

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HAPPINESS
THINK DIFFERENT
GIVES YOU WINGS
FOR REAL BEAUTY
UNCONVENTIONAL CHIC
EDGY FASHION FOR ALL

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BRAND
BIG
IDEA
… E NUOVI TERRITORI

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N
GIVE YOU
WINGS
BRAND= PRODUCT MANUFACTURER

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BRAND= SPONSOR N+2
Snowboard
VTT
Skate
GIVE YOU
WINGS

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BRAND= EVENT MAKER N+5
Snowboard
VTT
Skate
Wind suit
Red Bull
Stratos
Cliff Diving
GIVE YOU
WINGS

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BRAND= CONTENT PRODUCER
Snowboard
VTT
Skate
Wind suit
Red Bull
Stratos
Cliff Diving
GIVE YOU
WINGS
N+10
Triple screen
programming

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TV
EVENT
5
4
3
2
1
BRAND
PR
TOUCHPOINT
PASSIVI
SEM
DIS
PLAY
TOUCHPOINT
PARTECIPATIVI
CRM

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http://www.youtube.com/watch?v=XpaOjMXyJGk
DOVE R E A L B E A U T Y
S K E T C H E S

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H&MCONSCIOUS

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MOCHERANDOM GENERATION
http://www.youtube.com/watch?v=qeqAFy_u4-w

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MOCHERANDOM GENERATION

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Grand Union Italia – FullSIX International Group – The Trend Watch #16
IL PANORAMA DIGITALE E LE ASPETTATIVE DEI BRAND / IMPRESE
ripandelli@thegrandunion.com
@adririps
#futuricreativi