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Smau Bologna 2010 Sabrina Mossenta

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Fare business 2.0 - Come le realtà locali possono diventare business globali

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Smau Bologna 2010 Sabrina Mossenta

  1. 1. possono diventare business globali Il web 2.0 come media per raggiungere diverse realtà legate al mondo imprenditoriale. Viadeo come piattaforma business e la sua dimensione glocal. Presentazione della case history Sabrina Mossenta Fare business 2.0 - Come le realtà locali
  2. 2. … e ancora sta crescendo: è STRAORDINARIO !!! 400% nel mondo dal 2000 – 1500% in Africa – 900% in America Latina 550% in Asia e il 300% in Europa “ 1.8 Bilioni di utenti al mondo – 26% dell’umanità – ¾ della popolazione occidentale & circa il 10% in Africa ” (Source: Internet World Stats)
  3. 3. v 2 utenti di Internet su 3 sono presenti sui social networks 4 a attività più popolare online (davanti alle email) 10% del tempo speso nel web – e così via … (Source: Nielsen) 350 milioni di utenti, 5 bilioni di minuti /giorno spesi su Facebook Twitter cresce del 1400% ogni mese Il SOCIAL NETWORKING sta cambiando il web
  4. 4. I PSN stanno cambiando il LAVORO & le IMPRESE <ul><li>500 milioni di professionisti potrebbero utilizzare </li></ul><ul><li>i PSN nel 2015 </li></ul><ul><li>Il VALORE è creato dagli INDIVIDUI </li></ul><ul><li>Il loro VALORE è correlato alla loro e-REPUTAZIONE </li></ul><ul><li>La e-REPUTAZIONE si basa sulla RACCOMANDAZIONE </li></ul>I PSN danno più TRASPARENZA!
  5. 5. Il CONTENUTO non è più “The King” Il WEB è APERTO Il web è condividere e coinvolgere “Non è ciò che fai ma ciò che sai” L’INDIVIDUO lo è! Le sue differenze fanno la differenza! Dal punto di vista personale & professionale Le piattaforme sono aperte e interoperabili tramite le API e servizi web, le informazioni RSS sono condivise. Il prossimo passo: Web senza siti web?
  6. 6. “ Social media è il termine con il quale si descrivono le tecnologie online e le azioni che le persone fanno per condividere contenuti, opinioni, idee, esperienze, prospettive e per comunicare loro stesse.” Social Media …. • è: Persone … • sono: Community …. • è: Partecipazione … • è: il passaggio dal monologo al dialogo • è: il cambiamento dai media e dal marketing tradizionale • MA, è di piu’: è coinvolgimento Cos’è il social media ?
  7. 7. Cos’è un Social Network? <ul><li>Una rete sociale è una struttura sociale fatta di nodi. </li></ul><ul><li>La rete determina il capitale sociale dei partecipanti. </li></ul><ul><li>Nella sua forma più semplice, una rete </li></ul><ul><li>sociale è una mappa di tutti i </li></ul><ul><li>legami rilevanti tra i nodi. </li></ul><ul><li>Si tratta di sociologia e comportamento </li></ul><ul><li>umano. </li></ul><ul><li>Sociologia è la &quot;forza&quot; alle spalle dei media </li></ul><ul><li>sociali e la tecnologia fornisce gli strumenti </li></ul><ul><li>per facilitare le conversazioni on-line. </li></ul><ul><li>La tecnologia amplifica anche la capacità </li></ul><ul><li>di passaparola. </li></ul>
  8. 8. Social networks: il segmento con la crescita più rapida Fonte: Strategy Analytics 3 <ul><li>Gioco </li></ul><ul><li>Condivisione </li></ul><ul><li>Espressione </li></ul><ul><li>… Networking </li></ul>Panorama dei Social Media Utenti Internet di siti di social networking nel mondo (mil.) Social networking: una segmentazione già forte
  9. 9. Un gruppo su Facebook …
  10. 10. Un gruppo su Viadeo
  11. 11. Finalità di utilizzo di Viadeo
  12. 12. Principali funzioni e settori d’attività Posizioni chiave rivestite dagli utenti di Viadeo (in %) Principali settori di lavoro degli utenti di Viadeo (in %) Consulenza e servizi Industria Finanza Comunicazione e Media 20%
  13. 13. 25 milioni di utenti nel mondo Viadeo leader in Europa e nei paesi emergenti Nord America 4 M Sud America 8,5 M Europa 5,7 M Cina 3,5 M India 1,5 M Altri paesi 1,8 M
  14. 14. Perchè comunicare nei social media e nei network?
  15. 15. Almeno 4 buone ragioni <ul><li>Ampia audience </li></ul><ul><li>Altamente targetizzata </li></ul><ul><li>Creare e-reputation al brand </li></ul><ul><li>Coinvolgere clienti e prospect </li></ul>
  16. 16. Quale strategia? <ul><ul><li>Definire gli obiettivi in base alla strategia g-local dell’azienda </li></ul></ul><ul><ul><li>2. Scegliere la giusta piattaforma </li></ul></ul><ul><ul><li>3. Utilizzare i messaggi appropriati </li></ul></ul><ul><ul><li>4. Dedicare risorse </li></ul></ul><ul><li>… non si tratta di una moda! Si tratta di generare valore </li></ul><ul><li>ai propri affari e al proprio lavoro! </li></ul>
  17. 17. Advertising altamente Geo-segmentato
  18. 18. Swatch : Branding & events <ul><li>Plan </li></ul><ul><li>Events displayed on Twitter/Facebook </li></ul><ul><li>Results </li></ul><ul><li>113 479 Facebook fans </li></ul><ul><li>574 followers </li></ul>
  19. 19. Sage : Engaging with users 6,1 million companies in 70 countries . <ul><li>Results </li></ul><ul><li>2500 utenti in community </li></ul><ul><li>50 forum di discussione </li></ul>
  20. 20. KLM Italia: Info&Services Engaging with users

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