Pirelli 1 q 2010 financial results and pirelli re separation plan
Pirelli F1 Shop: from Social Community to Social Commerce
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Transcript of Pirelli F1 Shop: from Social Community to Social Commerce
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Pirelli F1 Shop: From Social Community To Social Commerce
Alessandro Cattaneo Digital Marketing Manager F1 Pirelli Tyre
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Pirelli Formula 1 - Background
2011 - Pirelli torna in F1 dopo 20 anni come fornitore ufficiale (unico) degli pneumatici da gara (F1, GP2 e GP3)
Due missions: - Sportiva: riportare lo show nella F1 - Business: Leverage on F1 to increase brand perception
and intention to buy.
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Pirelli Formula 1 - keywords
#performance
#technology
#safety
#handling
#durability
#tyres
#compounds
#premium
#P Zero
#Cinturato
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Pirelli Formula 1 – Background digital
2011 - Pirelli inizia a muovere i primi passi nei social media.
Da zero a oggi: 90k FB fans e 30k TW followers. Piano editoriale multicanale Produzione di contenuti video (#askpaul, video 3D) Shop prodotti F1 Relazione continua con la fan base
Non collezioniamo fans.
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Pirelli Formula 1 - keywords
#engagement
#socialmedia
#passion
#worldwide
#comm. mgt.
#video
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Pirelli Formula 1 – shop on line
Inizio progetto – 09/2011 ricerca e sviluppo definizione catalogo pricing logistica canali di vendita off/on line
Go-live 05/12 GP BCN (off line) 06/12 F1Store 08/12 Facebook Store
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Pirelli Formula 1 – perché Facebook?
Grande focus Pirelli F1 su social media Catalogo prodotti limitato Velocità di implementazione (FB App) Progetto pilota
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Pirelli Formula 1 – Qualche Numero
7 prodotti 37€ scontrino medio 33€ prezzo medio dei prodotti 0€ adv (promozione piano editoriale)
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Pirelli Formula 1 – Cosa abbiamo imparato
Il prodotto al centro (trade off qualità/prezzo) Logistica e shipping Story telling e contestualizzazione del prodotto: piano editoriale multicanale Partnership con influencers Facebook: giochi fuori casa (regole in continuo cambiamento, no SEM, poco SEO)
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Pirelli Formula 1 – Next Steps
Piano adv Facebook a supporto Offerte/sconti flash (sempre più contestuali a F1 e GP) Apertura nuovi canali (es. Ebay) Crowdsourcing per lancio nuovi prodotti (engagement 2012, produzione e commercializzazione solo on line nel 2013)
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Pirelli Formula 1 – coupon smw
scrivi
SMWTORINO
nella casella coupon, avrai il 15% di sconto su qualsiasi acquisto
Facebook.com/pirelli
(valido fino al 30/09)