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Ad ogni brandla sua communitySei passi per pianificare una web content strategy   LUCIA CICIRIELLO   Lucca | 24 NOVEMBRE 2...
1. STUDIARE IL BRAND LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
STUDIARE IL BRANDValori   LUCIA CICIRIELLO   Lucca | 24 NOVEMBRE 2012
STUDIARE IL BRAND    Valori                                    storia arte e cultura      internazionalitàcammino antico  ...
STUDIARE IL BRANDValori   LUCIA CICIRIELLO   Lucca | 24 NOVEMBRE 2012
STUDIARE IL BRAND   Valori                                  creatività   cultura popintrattenimento                       ...
STUDIARE IL BRANDBenchmarkQuali aree sono libere o coperte debolmente?Chi tenta di invadere il nostro campo?Analisi dei co...
2. DEFINIRE GLI OBIETTIVI LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
DEFINIRE GLI OBIETTIVIdi Marketing e di Comunicazione                              misurabili                             ...
3. IL TARGET È LA COMMUNITY LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
IL TARGET È LA COMMUNITYPubblici interni e esterni                       ORGANIZZAZIONE      CLIENTI POTENZIALI           ...
4. IMPOSTARE LA STRATEGIA LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
IMPOSTARE LA STRATEGIA1. ASCOLTARE AMBIENTI ONLINE CITAZIONI HASHTAG TOPIC COMPETITOR         LUCIA CICIRIELLO         Luc...
IMPOSTARE LA STRATEGIA1. ASCOLTARE > 2. PREPARAZIONE AMBIENTI                           MATERIALE ONLINE                  ...
IMPOSTARE LA STRATEGIA1. ASCOLTARE > 2. PREPARAZIONE > 3. CREAZIONE AMBIENTI                           MATERIALE ONLINE   ...
IMPOSTARE LA STRATEGIAQuanto e quando?     LUCIA CICIRIELLO     Lucca | 24 NOVEMBRE 2012
IMPOSTARE LA STRATEGIA1. ASCOLTARE > 2. PREPARAZIONE > 3. CREAZIONE AMBIENTI                           MATERIALE ONLINE   ...
IMPOSTARE LA STRATEGIA1. ASCOLTARE > 2. PREPARAZIONE > 3. CREAZIONE AMBIENTI                           MATERIALE ONLINE   ...
5. INCASTRARE GLI STRUMENTI LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
INCASTRARE GLI STRUMENTIE’ Mr. Bdg che decide                               DIGTL PR                                      ...
6. CONTENT STRATEGY LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
CONTENT STRATEGYTopic | attività VS strumenti | Workflow                            ogni settimana      ogni mese      una...
CONTENT STRATEGYUtopie possibili                              L’università cambia prospettiva:                            ...
CONTENT STRATEGYUtopie possibili                              Diventa davvero un luogo di incontro:                       ...
CONTENT STRATEGYUtopie possibili                              Migliora il servizio: segnala notizie,                      ...
THE (happy) ENDBuoni principi per una buona comunicazione © Net-One.org • comunicare è essenziale • mettersi nei panni del...
Grazie per l’ascolto                                Lucia CicirielloLUCIA CICIRIELLOLucca | 24 NOVEMBRE 2012
www.mastercomunicazioneimpresa.itLUCIA CICIRIELLOLucca | 24 NOVEMBRE 2012
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Pianificare la Web Content Strategy

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Quando nasce un Brand (un’impresa, un’istituzione, un’associazione di volontariato) si sviluppa una comunità intorno ad esso. Questo vale soprattutto on-line dove le persone cercano primariamente dei buoni contenuti e, ammesso che li trovino, li condividono, diffondendo così i valori che la marca porta con sé e aumentandone la notorietà.

Per questo è necessario definire una strategia per i contenuti web, basata su obiettivi chiari e misurabili. Allo stesso tempo è importante impostare le tre fasi di lavoro: pianificazione, creazione e gestione. In questa presentazione tenuta all'incontro conclusivo di TAG - Toscana Area Giovani il 24 novembre 2012 ho approfondito insieme ai partecipanti alcuni consigli utili per costruire una content strategy efficace e alcune regole di base per la produzione di buoni contenuti sul web.

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Pianificare la Web Content Strategy

  1. 1. Ad ogni brandla sua communitySei passi per pianificare una web content strategy LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  2. 2. 1. STUDIARE IL BRAND LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  3. 3. STUDIARE IL BRANDValori LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  4. 4. STUDIARE IL BRAND Valori storia arte e cultura internazionalitàcammino antico incontro di cultureturismo culturale Europa religioso ecosostenibile ospitalità istituzioni povera LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  5. 5. STUDIARE IL BRANDValori LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  6. 6. STUDIARE IL BRAND Valori creatività cultura popintrattenimento cultura giovanile comics, ... games, animazione LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  7. 7. STUDIARE IL BRANDBenchmarkQuali aree sono libere o coperte debolmente?Chi tenta di invadere il nostro campo?Analisi dei competitors:mercatoa chi si rivolgecome comunicacome recepisce il targetLa possibile differenziazione è solo di forma, fatta di percorsi argomentativi. LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  8. 8. 2. DEFINIRE GLI OBIETTIVI LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  9. 9. DEFINIRE GLI OBIETTIVIdi Marketing e di Comunicazione misurabili avere informazioni spontanee rispondere in prima persona consolidare la relazione con i superfan creare credibilità, influenza e unicità influire nella scelta di acquisto migliorare il posizionamento LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  10. 10. 3. IL TARGET È LA COMMUNITY LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  11. 11. IL TARGET È LA COMMUNITYPubblici interni e esterni ORGANIZZAZIONE CLIENTI POTENZIALI CLIENTI ACQUISITI ISTITUZIONI FORNITORI MEDIA ALTRI SOGGETTI LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  12. 12. 4. IMPOSTARE LA STRATEGIA LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  13. 13. IMPOSTARE LA STRATEGIA1. ASCOLTARE AMBIENTI ONLINE CITAZIONI HASHTAG TOPIC COMPETITOR LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  14. 14. IMPOSTARE LA STRATEGIA1. ASCOLTARE > 2. PREPARAZIONE AMBIENTI MATERIALE ONLINE INTERNO MATERIALE CITAZIONI ESTERNO HASHTAG VALORI TONE of VOICE VINCOLI TOPIC POSIZIONA COMPETITOR MENTO LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  15. 15. IMPOSTARE LA STRATEGIA1. ASCOLTARE > 2. PREPARAZIONE > 3. CREAZIONE AMBIENTI MATERIALE ONLINE INTERNO MATERIALE CITAZIONI CONTENUTI ESTERNO HASHTAG VALORI TONE of VOICE VINCOLI TOPIC CONVERSARE POSIZIONA COMPETITOR DONO MENTO LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  16. 16. IMPOSTARE LA STRATEGIAQuanto e quando? LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  17. 17. IMPOSTARE LA STRATEGIA1. ASCOLTARE > 2. PREPARAZIONE > 3. CREAZIONE AMBIENTI MATERIALE ONLINE INTERNO QUANDO MATERIALE CITAZIONI CONTENUTI ESTERNO HASHTAG WORKFLOW VALORI TONE of VOICE VINCOLI TOPIC CONVERSARE POSIZIONA QUANTO COMPETITOR DONO MENTO LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  18. 18. IMPOSTARE LA STRATEGIA1. ASCOLTARE > 2. PREPARAZIONE > 3. CREAZIONE AMBIENTI MATERIALE ONLINE INTERNO QUANDO MATERIALE CITAZIONI CONTENUTI ESTERNO MISURARE HASHTAG WORKFLOW VALORI TONE of VOICE VINCOLI TOPIC CONVERSARE POSIZIONA QUANTO COMPETITOR DONO MENTO LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  19. 19. 5. INCASTRARE GLI STRUMENTI LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  20. 20. INCASTRARE GLI STRUMENTIE’ Mr. Bdg che decide DIGTL PR SOCIAL MEDIA CONTENT ADV SEO LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  21. 21. 6. CONTENT STRATEGY LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  22. 22. CONTENT STRATEGYTopic | attività VS strumenti | Workflow ogni settimana ogni mese una tantum task1 | tool A TOPIC1 task2 | tool B task2 | tool B TOPIC2 task2 | tool C, TOPIC3 D LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  23. 23. CONTENT STRATEGYUtopie possibili L’università cambia prospettiva: da istituzione inavvicinabile diventa easy e trasparente LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  24. 24. CONTENT STRATEGYUtopie possibili Diventa davvero un luogo di incontro: apre le porte delle aule di lezione ad una community più ampia LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  25. 25. CONTENT STRATEGYUtopie possibili Migliora il servizio: segnala notizie, link, opportunità di lavoro LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  26. 26. THE (happy) ENDBuoni principi per una buona comunicazione © Net-One.org • comunicare è essenziale • mettersi nei panni dell’utente • sottolineare il positivo • importa l’uomo non il media LUCIA CICIRIELLO Lucca | 24 NOVEMBRE 2012
  27. 27. Grazie per l’ascolto Lucia CicirielloLUCIA CICIRIELLOLucca | 24 NOVEMBRE 2012
  28. 28. www.mastercomunicazioneimpresa.itLUCIA CICIRIELLOLucca | 24 NOVEMBRE 2012

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