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Gianni Catalfamo

Empresariales Tecnología

DIGITAL BUSINESS
FORUM
Milano, 16 novembre 2011
Tuesday, November 16, 2010

TRE COMPETENZE
Una soluzione
Tuesday, November 16, 2010

COMPRENDERE IL CLIENTE
Gianni Catalfamo
European Director, Digital
Tuesday, November 16, 2010

INTERAGIAMO!
Domande, commenti?
suTwitter segui: digbiz_2010
Twitter hashtag: #digbiz
email: comunica@digbiz.it
wiﬁ login: EVENT/digbiz
wiﬁ password: forum
Tuesday, November 16, 2010

WELCOMETO...
...a brave new e-commerce world!
Tuesday, November 16, 2010

THE INTERNET’
KILLER APPLICATION
WHAT IS
PEOPLE ARE.
?
Tuesday, November 16, 2010

PEOPLE ARE
THE INTERNET’
KILLER APPLICATION
PEOPLE ARE.
!
Tuesday, November 16, 2010

NOI LORO
Campaign
Feedback
ATRADITIONAL
CAMPAIGN
Tuesday, November 16, 2010

NOI LORO
Campaign
Insight
A SOCIAL MEDIA
CAMPAIGN
Tuesday, November 16, 2010

Insight Content
Promotion
Conversations
Online
Asset
Ofﬂine
Asset
Tuesday, November 16, 2010

WHO are we targeting?
WHAT are their interests?
WHERE can we ﬁnd them?
WHAT is our contribution?
HOW do we engage them?
Tuesday, November 16, 2010

WHO are we targeting?
WHAT are their interests?
WHERE can we ﬁnd them?
WHAT is our contribution?
HOW do we engage them?
CLEARLY
DEFINED
PROFILES
Tuesday, November 16, 2010

WHO are we targeting?
WHAT are their interests?
WHERE can we ﬁnd them?
WHAT is our contribution?
HOW do we engage them?
DEVELOP
A GOOD
SEARCH
SEED
Tuesday, November 16, 2010

MAP &
MONITOR
COMMU
NITIES
WHO are we targeting?
WHAT are their interests?
WHERE can we ﬁnd them?
WHAT is our contribution?
HOW do we engage them?
Tuesday, November 16, 2010

HAVE WE
GOT ONE?
WHO are we targeting?
WHAT are their interests?
WHERE can we ﬁnd them?
WHAT is our contribution?
HOW do we engage them?
Tuesday, November 16, 2010

THEIR
SANDBOX,
THEIR
RULES
WHO are we targeting?
WHAT are their interests?
WHERE can we ﬁnd them?
WHAT is our contribution?
HOW do we engage them?
Tuesday, November 16, 2010

A
Q
:MY
WEBSITE
DOES NOT
PPEAL
TO THE
NEWEST
CROP OF
HOLDERSSTAKE
Tuesday, November 16, 2010

Multicentrum
Supradyn
Tuesday, November 16, 2010

CAMPAIGN
STARTS
Multicentrum
Supradyn
Tuesday, November 16, 2010

Q
:
HOW
MAY I
TURN
INTO
ADVOCATESTHEM
?
Tuesday, November 16, 2010

IACTIVATION
CAMPAIGN
Q
:
HOWDO
DEAN
?
VELOP
Tuesday, November 16, 2010

AVIRTUAL LOVER
WWW.MYSECRETOBSESSION.IT
Tuesday, November 16, 2010

Q
:WHATIS
THE
PERFECT
POSITIONINGP
FOR
MY
NEWPRODUCT?Tuesday, November 16, 2010

Q
:
IS IT POSSIBLE
TO M
ISSUESBEFORE
THEY
BECOME CRISES
ONITOR
?Tuesday, November 16, 2010

TI SEI CHIESTO:
• Ho identiﬁcato il mio target online, le caratteristiche, gli
orientamenti?
• Ho messo a punto un contenuto rilevante per
comunicare con gli utenti anche fuori dal mio sito?
• Sono pronto ad accettare regole non mie?
Tuesday, November 16, 2010

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Pleon @digbiz: comprendere il cliente

1. DIGITAL BUSINESS FORUM Milano, 16 novembre 2011 Tuesday, November 16, 2010

2. TRE COMPETENZE Una soluzione Tuesday, November 16, 2010

3. Tuesday, November 16, 2010

4. COMPRENDERE IL CLIENTE Gianni Catalfamo European Director, Digital Tuesday, November 16, 2010

5. INTERAGIAMO! Domande, commenti? suTwitter segui: digbiz_2010 Twitter hashtag: #digbiz email: comunica@digbiz.it wiﬁ login: EVENT/digbiz wiﬁ password: forum Tuesday, November 16, 2010

6. Tuesday, November 16, 2010

7. WELCOMETO... ...a brave new e-commerce world! Tuesday, November 16, 2010

8. Tuesday, November 16, 2010

9. Tuesday, November 16, 2010

10. Tuesday, November 16, 2010

11. Tuesday, November 16, 2010

12. Tuesday, November 16, 2010

13. THE INTERNET’ KILLER APPLICATION WHAT IS PEOPLE ARE. ? Tuesday, November 16, 2010

14. PEOPLE ARE THE INTERNET’ KILLER APPLICATION PEOPLE ARE. ! Tuesday, November 16, 2010

15. NOI LORO Campaign Feedback ATRADITIONAL CAMPAIGN Tuesday, November 16, 2010

16. NOI LORO Campaign Insight A SOCIAL MEDIA CAMPAIGN Tuesday, November 16, 2010

17. Insight Content Promotion Conversations Online Asset Ofﬂine Asset Tuesday, November 16, 2010

18. Tuesday, November 16, 2010

19. Tuesday, November 16, 2010

20. WHO are we targeting? WHAT are their interests? WHERE can we ﬁnd them? WHAT is our contribution? HOW do we engage them? Tuesday, November 16, 2010

21. WHO are we targeting? WHAT are their interests? WHERE can we ﬁnd them? WHAT is our contribution? HOW do we engage them? CLEARLY DEFINED PROFILES Tuesday, November 16, 2010

22. WHO are we targeting? WHAT are their interests? WHERE can we ﬁnd them? WHAT is our contribution? HOW do we engage them? DEVELOP A GOOD SEARCH SEED Tuesday, November 16, 2010

23. MAP & MONITOR COMMU NITIES WHO are we targeting? WHAT are their interests? WHERE can we ﬁnd them? WHAT is our contribution? HOW do we engage them? Tuesday, November 16, 2010

24. HAVE WE GOT ONE? WHO are we targeting? WHAT are their interests? WHERE can we ﬁnd them? WHAT is our contribution? HOW do we engage them? Tuesday, November 16, 2010

25. THEIR SANDBOX, THEIR RULES WHO are we targeting? WHAT are their interests? WHERE can we ﬁnd them? WHAT is our contribution? HOW do we engage them? Tuesday, November 16, 2010

26. A Q :MY WEBSITE DOES NOT PPEAL TO THE NEWEST CROP OF HOLDERSSTAKE Tuesday, November 16, 2010

27. Multicentrum Supradyn Tuesday, November 16, 2010

28. CAMPAIGN STARTS Multicentrum Supradyn Tuesday, November 16, 2010

29. Q : HOW MAY I TURN INTO ADVOCATESTHEM ? Tuesday, November 16, 2010

30. Tuesday, November 16, 2010

31. Tuesday, November 16, 2010

32. IACTIVATION CAMPAIGN Q : HOWDO DEAN ? VELOP Tuesday, November 16, 2010

33. AVIRTUAL LOVER WWW.MYSECRETOBSESSION.IT Tuesday, November 16, 2010

34. Q :WHATIS THE PERFECT POSITIONINGP FOR MY NEWPRODUCT?Tuesday, November 16, 2010

35. Tuesday, November 16, 2010

36. Q : IS IT POSSIBLE TO M ISSUESBEFORE THEY BECOME CRISES ONITOR ?Tuesday, November 16, 2010

37. Tuesday, November 16, 2010

38. TI SEI CHIESTO: • Ho identiﬁcato il mio target online, le caratteristiche, gli orientamenti? • Ho messo a punto un contenuto rilevante per comunicare con gli utenti anche fuori dal mio sito? • Sono pronto ad accettare regole non mie? Tuesday, November 16, 2010

Pleon @digbiz: comprendere il cliente

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Pleon @digbiz: comprendere il cliente