Mauro Lupi, WHR 2011: Attitudine internet: le logiche della Rete come strumento di business
1. Attitudine internet: le logiche della Rete
come strumento di business
Come cambia la relazione col mercato per via di
internet: essere in Rete rispetto a far parte della rete.
Evoluzione dei social media e trend emergenti.
Mauro Lupi - Partner, Ammiro
www.ammiro.it – mauro.lupi@ammiro.it
10. Il mezzo più soddisfacente nel Travel sono i Social
CRIBIS D&B, Maggio 2011
11. Luxury brands digital reputation on social media
Digital Luxury Experience® Altagamma Observatory, Sett.2011
12. I social media Utilizzare
non sono un opportunamente
semplice canale i social media,
aggiuntivo per la significa
comunicazione e pianificare una
la promozione, strategia basata
ma un ambiente su ascolto,
di relazione conversazione,
trasparenza
19. Hotel industry budgets & workforce
• 50% of hotels plan to put more marketing dollars towards
mobile websites and marketing online
• Hotels plan to increase their workforce (50%) or keep their
workforce the same (45.3 percent). Of the respondents
planning to increase their workforce, 30% plan to hire staff
specifically for social media
Source: TravelClick survey, October 2011
20. Rectruiting & social media
"Social Recruiting Survey" by Jobvite, June 2011, >800 U.S.-based human resources and recruitment professionals
27. Le crisi di comunicazione “vere”…
2009
2011 (NYC Times Square)
… che stimolano iniziative “social”
28. Companies That Experienced Social Media Crises Lacked the Following
Internal Requirements (More Than One Requirement May Apply)
Percentage of Social Media Crises
Platforms From Which Social
That Were Inevitable vs. Potentially
Media Crises Originate
Diminished or Averted
Social Business Readiness,
Altimeter Group, June 2011
29. Un piano strategico per i social media
• POLICY | EDUCATION | COLLABORAZIONE
– Sviluppare la conoscenza e abilitare l’uso dei social media in azienda
– Coinvolgere Management, PR, Customer support, Vendite/Trade
• MONITORING
– Analizzare le discussioni online per verificare la reputazione
dell’azienda e per compararla con i competitor, ma anche per capire i
bisogni delle persone
• POSITIONING
– Avere una posizione chiara e trasparente su argomenti critici
• COMMITTMENT
– Catena decisionale corta su contenuti e commenti
30. Most useful factors for increase web sales:
0% 10% 20% 30% 40% 50% 60% 70% 80%
Site measurement and analytics tools
Sales and clearance pages
Customer ratings and reviews
Enabling site visitors to search by price, brand, new arrivals, colors
and other such attributes
Offering multiple product views and other alternative images
Less useful factors:
0% 10% 20% 30% 40% 50% 60% 70% 80%
Customer ratings via mobile devices
Wish lists and gift registries
Daily deals and related online discounts
Side-by-side product comparisons
The State of Retailing Online 2011, Forrester Research Inc. - Shop.Org
31. Most effective customer acquisition tactics:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Search engine marketing
Affiliate marketing
Organic traffic
E-mail prospecting
Social network presence
Direct mail
Sweepstakes
Remarketing
Offline ads
Online marketplaces
Flash sales
Behavioral marketing
Text ads
Co-registrations
Blogs
Micro-blogs such as Twitter
Alternative payments
Tactics where it will increase spending:
0% 10% 20% 30% 40% 50% 60% 70% 80%
SEO/natural search
Social networks
E-mail to house file
Paid search
Remarketing
Affiliate networks
Behavioral targeting
Comparison shopping engines
Microblogs
Wireless/mobile
Text ads
Online marketplaces
Blogs and message boards
Traditional portal deals
The State of Retailing Online 2011, Forrester Research Inc. - Shop.Org