social media marketing - lo scenario europeo
DESCRIPTION
Sum up e idee sull'intervento di Mads Holmen allo IabSeminar 2012 - "A visit from Uk Iab..."TRANSCRIPT
![Page 1: Social Media Marketing - Lo scenario Europeo](https://reader033.vdocument.in/reader033/viewer/2022052623/559b03b61a28ab997e8b4787/html5/thumbnails/1.jpg)
Social Media MarketingLo Scenario Europeo
Federica Mordini
Fabio Tornabene
![Page 2: Social Media Marketing - Lo scenario Europeo](https://reader033.vdocument.in/reader033/viewer/2022052623/559b03b61a28ab997e8b4787/html5/thumbnails/2.jpg)
http://www.iabseminar.it/media/2/2440/Logo_IabSeminar.gifhttp://www.iabseminar.it/media/2/2440/Logo_IabS
eminar.gif
INTERNET
CAMBIAMENTO
![Page 3: Social Media Marketing - Lo scenario Europeo](https://reader033.vdocument.in/reader033/viewer/2022052623/559b03b61a28ab997e8b4787/html5/thumbnails/3.jpg)
MERCATO
CRESCITA ESPONENZIALE DEGLI INVESTIMENTI
CRESCITA DEL MERCATO DIGITALE
2002197£
20124,784£
Source: IAB PwC Online Adspend Full Year 2011Source: IAB / PwC Online Adspend 2002 - 2011
![Page 4: Social Media Marketing - Lo scenario Europeo](https://reader033.vdocument.in/reader033/viewer/2022052623/559b03b61a28ab997e8b4787/html5/thumbnails/4.jpg)
ACCESSO
«Internet opened from these devices is different»
Source: IAB PwC Online Adspend H1 2012
![Page 5: Social Media Marketing - Lo scenario Europeo](https://reader033.vdocument.in/reader033/viewer/2022052623/559b03b61a28ab997e8b4787/html5/thumbnails/5.jpg)
INTERNET
DAI PORTALI AI SOCIAL
![Page 6: Social Media Marketing - Lo scenario Europeo](https://reader033.vdocument.in/reader033/viewer/2022052623/559b03b61a28ab997e8b4787/html5/thumbnails/6.jpg)
ADVERTISING
Spesa media su internet in Uk 154$
AD sui Social + 7 volte rispetto al 2008
engagement
Grafica AD più piacevole sui Social
![Page 7: Social Media Marketing - Lo scenario Europeo](https://reader033.vdocument.in/reader033/viewer/2022052623/559b03b61a28ab997e8b4787/html5/thumbnails/7.jpg)
AUDIENCE
Fabio Federica
«Google non appare nello stesso modo a tutti»
![Page 8: Social Media Marketing - Lo scenario Europeo](https://reader033.vdocument.in/reader033/viewer/2022052623/559b03b61a28ab997e8b4787/html5/thumbnails/8.jpg)
Com’è cambiata la diffusione del Brand nell’era
dei Social Network?
1
23
Formato: video virale
Contenuti: emozione, azione epeak engagement
Amplification: canali del brand, canali social, canali di distribuzione
![Page 9: Social Media Marketing - Lo scenario Europeo](https://reader033.vdocument.in/reader033/viewer/2022052623/559b03b61a28ab997e8b4787/html5/thumbnails/9.jpg)
Case History:La verità secondo Body Form
http://www.youtube.com/watch?v=Bpy75q2DDow
![Page 10: Social Media Marketing - Lo scenario Europeo](https://reader033.vdocument.in/reader033/viewer/2022052623/559b03b61a28ab997e8b4787/html5/thumbnails/10.jpg)
Come si costruisce un AUDIENCE On-Line?
SEEDING 360° USER BEHAVIOUR LONG – TERM IMPACT
![Page 11: Social Media Marketing - Lo scenario Europeo](https://reader033.vdocument.in/reader033/viewer/2022052623/559b03b61a28ab997e8b4787/html5/thumbnails/11.jpg)
CONCLUSIONI
SOCIAL ADVERTISING
• CONVERGENZA
• INVESTIMENTO
• ANALISI
• STRATEGIA
VIDEO
• SUCCESSO DEI VIDEO VIRALI ALL’ESTERO
• SUPERAMENTO DEL MODELLO TRADIZIONALE
• NUOVO OBBIETTIVO ENGAGMENT
![Page 12: Social Media Marketing - Lo scenario Europeo](https://reader033.vdocument.in/reader033/viewer/2022052623/559b03b61a28ab997e8b4787/html5/thumbnails/12.jpg)
SCENARI FUTURI(secondo noi)
Il Social come Network di persone diventa anche motore di ricerca