Ges$re le community su Facebook Cosa, quando e come dirlo
Ges$re le community su Facebook
Cosa, quando e come dirlo
BRAND COMMUNITY
Sono ben 8 milioni gli italiani che si relazionano con le community legate a brand
o aziende e 1 milione e mezzo di loro vi fa visita quo$dianamente.
Il 57% degli uten. Facebook (più di 23 milioni in Italia – socialbakers.com/Marzo ‘13) è fan di
almeno una fanpage di un brand, con un numero medio di 40 fanpage per ogni utente.
0,5% propor>on of fans
talking about a brand
on Facebook
People don’t have a rela>onship with your brand
The big majority of consumers…have mul>ple partners
72% of Pepsi Drinker also like Coca-‐Cola
SO…WHAT?
SO WHAT?
This must not depress or surprise
but INSPIRE us
FOR OUR MISSION
WHAT MISSION?
BE A PART OF WHAT PEOPLE ARE INTERESTED IN
…IT ALSO MEANS:
GIVE MORE
THAN
YOU TAKE
..AND:
TAKE A POSITION, NOT ONLY
«A POSITIONING»
JUST MOVE ME, DUDE
(Dan Wieden)
1. Defining a REASON WHY
DRAW YOUR ROADMAP
WHY HOW WHAT
1. Defining a REASON WHY
1. Defining Your OBJECTIVES
2. Defining your LANDSCAPES
DRAW YOUR ROADMAP
KILLER QUESTIONS
1. What is your strategic business objec>ve?
2. What are the challenges in your category?
3. What do you want to be known for?
4. Who are you targe>ng?
5. What is the compe>>on doing? 5 2. Defining your landscapes
1. Defining Your OBJECTIVES
2. Defining your LANDSCAPES
3. Understanding Your TARGET
DRAW YOUR ROADMAP
From knowing yourself…
BRAND
…to knowing your audience
TARGET
The real story is in the middle.
3. Knowing your target
1. Defining Your OBJECTIVES 2. Defining your LANDSCAPES 3. Understanding Your TARGET 4. Thinking like a PUBLISHER
DRAW YOUR ROADMAP
4. Think like a publisher
PLAN
PLAN
content calendar
4. Think like a publisher
PLAN
IMPROVISE
IMPROVISE
IMPROVISE
4. Think like a publisher
PLAN
IMPROVISE
MANAGE
MANAGE
NETIQUETTE
ISSUE MANAGEMENT TOOLS
TEAM/FLOW DEFINITION
Q&A BLOCKLIST
1. Defining Your OBJECTIVES 2. Defining your LANDSCAPES 3. Understanding Your TARGET 4. Thinking like a PUBLISHER
5. Being MEASURABLE
DRAW YOUR ROADMAP
MANAGE
NUMBER OF FANS / FANS GROWTH
ENGAGEMENT RATE (Interac>ons / Total Reach)
SENTIMENT
TO SUM UP
ACCEPT THE
CHALLENGE
PREPARE YOURSELF
..and keep yourself updated!
ENJOY!
Ges$re le community su Facebook
Cosa, quando e come dirlo
Federico Mancin TW: @federico_mancin