Social E-commerce
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P atrocinio M edia P artner C om itato S cientifico O rganizzazione Seminari Web- Intelligence 2013 Social E-commerce Michael Walsh 1
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I social media sono ormai parte integrante del marketing mix aziendale ma qual’ė l’approccio corretto per le società di oggi e quali sono le best practice da tenere in considerazione nella pianificazione di una presenza social vincente?
Transcript of Social E-commerce
Patrocinio Media Partner Comitato Scientifico Organizzazione
Seminari Web-Intelligence 2013
Social E-commerceMichael Walsh
1
Patrocinio Media Partner Comitato Scientifico Organizzazione
Seminari Web-Intelligence 2013
Michael Walsh1999 - 2011 Senior Copywriter / Brand Strategist Acer Group
Dal 2010 – CEO Social Starter Srl
@socialstarter
2
Meet your speaker
Patrocinio Media Partner Comitato Scientifico Organizzazione
Seminari Web-Intelligence 2013
• The Acer Guy
•Creato nel 2006•Oltre1.000.000 visite nel 2010•Media 3.000/gg.•Usato dai tecnici Acer nei call center•3,20 Pagine/Visitatore•00:02:52 Tempo sul sito•43,03% Bounce Rate •81,17% Traffico dai motori di ricerca•82,48% Nuovi Visitatori
3
Social Media
Patrocinio Media Partner Comitato Scientifico Organizzazione
Seminari Web-Intelligence 2013
1. Definizione di Social E-Commerce2. Case Studies – Il primo e l’ultimo3. Spunti per agire
4
Agenda
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Social NetworksVs.
Commercial Networks
Parte 1
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Il Social Commerce è l'evoluzione in senso web 2.0 del commercio online (e-commerce), che consente una maggiore interattività e partecipazione da parte dei clienti, attraverso blog, sistemi wikie e condivisione di articoli scritti dai membri delle community. “
http://it.wikipedia.org/wiki/Social_commerce
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
http://www.bbc.co.uk/news/business-15962476
Facebook è "una rete sociale, non una rete commerciale, e quindi, se lo utilizzate commercialmente, lo fate a vostro rischio e pericolo."
Sir Martin SorrellAmministratore delegato, WPP
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
“i mercati sono conversazioni”
La tua azienda
TARGET
AMICIAMICIAMICI AMICIAMICIAMICI
ADV tradizionale - Facile
Social - Difficile
Cluetrain Manifesto - 1999
Social Commerce - Difficilissimo
$$$
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Social PlayersVs.
Money Makers
Parte 2
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
@DellOutlet
Aperto nel 2006
$1m ricavi nel 2008
$2m ricavi nel 2009@DellHomeSalesCA @DellnoBrasil
Aperto nel 2009 Aperto nel 2009
$150.000 ricavi in primi 6 mesi $800.000 ricavi in primi 8 mesi
$6.5m ricavi nei primi 3 anni
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
(Nato nel 2011)Designer Flash Sales
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
9 Marzo 2011 “Coming Soon”
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
20 Marzo 2011 Lancio “Viral mechanics”
50K membri nei primi 30 giorni
165K membri negli 80 giorni precedenti al lancio
500K amici invitati
50% viral (iscrizione da inviti)
7K da Twitter
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
9 Giugno 2011 Sito lanciato
• $600K vendite nei primi 12 giorni
• 215K membri al lancio
• 350K membri entro luglio
• 500K membri entro agosto
• 1 milione di membri entro novembre
• 1,5 milione di membri entro dicembre
• 7 milione membri primi 15 mesi
• $150m fatturato in 2012
• $250m fatturato previsto nel 2013
• 50% nuovi iscritti via social
• 20% transazioni giornaliere da social
• 30% transazioni giornaliere da mobile
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Cosa vendereVs.
Come programmare
Parte 3
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
quanti modi ci sono per vendere?
AdSense / ADV Affiliazione Digital Goods Physical Goods
complessofacile
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Qual è il vostro punto vendita?
PinterestTwitter
Blog
YouTube Google+
Etsy
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
AdSense / ADV
AffiliazionePhysical Goods
Digital Goods
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Shawn Hogan USA
website https://forums.digitalpoint.com/
Traffic / month > 45 million
Ricavi annui da AdSense (est)
Circa $2m
Markus Frind Canada
website http://www.POF.com/
Traffic / month > 90 million
Ricavi annui da AdSense (est)
> $2m
AdSense
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
AdSense
AdSense
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Affiliazioni - Opzioni
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Affiliazione (Amazon)
“10% in commissioni pubblicitarie per ogni Kindle, eBook o accessorio venduto.”
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Affiliazione (Wordpress)
Amazon Affiliate Banner
Amazon Affiliate ID
Social Sharing
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Digital/Physical Goods WordPress E-commerce Plug-ins
WooCommerce
MarketPress
ColorShop
Ready! Ecommerce
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
“Meccanismo di e-commerce”
Digital Goods Services Payment Processor Carta di Credito
FetchApp
Gumroad only
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Promuovere l’E-commerce
PinterestTwitter
Blog
YouTube Google+
Etsy
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Instagram lead generation
FOTO (#) ACCOUNT E-COMMERCE
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Instagram E-commerce integration
KIKO E-COMMERCE#KIKOXMAS
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
TWITTER - CARDS
TIPO DI CARDS
DISPONIBILE
• Summary Card
• Large Image Summary
Card
• Photo Card
• Gallery Card
• App Card
• Player Card
• Product Card
1. Bryan espande il tweet “lead generation” di
@baristabar
I dati di Bryan sono già “inseriti”. Deve solo
cliccare.
2. I dati di Bryan vengono trasmessi al Barista Bar in
modo sicuro. Ora riceverà le offerte via mail di
Barista Bar
Call to Action personalizzabile
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Pinterest / Novità marzo 2013
Niente più linkSolo link al proprio sito nel profilo. Nessun link nella descrizione o commenti dei pin.
Niente più HashtagPuoi mettere un “#” davanti a parole chiavi ma non li rende ricercabili o linkabili.
Niente più like da FacebookL’opzione di “Like” un board in Facebook è stata rimossa. Indebolito il legame Pinterest / Facebook
Embed links onlySolo i link fornito da Pinterest per linkare ai pins su Pinterest sono ammessi.
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Pinterest / Rich Pins
PRODUCT PIN (BOARD
PRINCIPALE)
PIN SPECIFICO(RICH PIN)
E-COMMERCE(SITO PRINCIPALE)
• Crea un account “business”
• Verifica il tuo sito
• Inserire meta-tags sul proprio sito
• Fare richiesta a Pinterest per attivare i Rich Pins
business.pinterest.com
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
SELLPIN.COM• Soluzione veloce
• Vendere online senza E-
Commerce
• Fee molto basso
• Layout e scheda prodotti grezzi
• Immagini non ottimizzate per
• Richiesta di iscrizione a PayPal
Pinterest / Fai Da Te
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
ETSY
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Connettività Social
web
iPad
Etsy - Web / Mobile
• 15 milioni membri
• 800.000 store online
• €0 costi iscrizione
• $0.20 per articolo
• 3.5% commissioni
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Etsy – Case Study
Alexandra Ferguson• Etsy store aperto Gen
2009
• Costo di avviamento:
$1.60
• 1.613 articoli venduti
• >13.516 “fans”
• $1m ricavi nel 2012
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Etsy / Pinterest
Obbiettivi• Creare un canale Etsy
ufficiale
• Aumentare le vendite ai
membri
• Usare le insights per
migliorare la strategie di
content sharing
• 22% aumento del traffico di
media
• 20% aumento di vendite
“Il nostro obiettivo è l'ispirazione, non solo le vendite. Noi illustriamo i valori di Etsy per aumentare la fidelizzazione e l’engagement, e postiamo cose che interessano la nostra comunità. Manteniamo un attento equilibrio di elementi Etsy e altri contenuti per mantenere l'autenticità con il nostro pubblico.”
Alison Feldmann, Editor in Chief
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Blomming – Social Shopping Made in Italy
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Blomming – Social Shopping Made in Italy
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
Blomming – Social Shopping Made in Italy
“Oggi dei nostri 6.500 venditori, più di 3500 hanno la vetrina su Facebook e il 20% delle nostre vendite inizia e si conclude sul social network.”
Alberto D’Ottavi – Co-fondatore Blomming
This document is the intellectual property of Social Starter Srl, and was created for demonstration purposes only. It may not be modified, organized or re-utilized in any way without the express written permission of the rightful owner.
The End.Ora è tutto chiaro?
socialstarter.com
Avete delle domande?
