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Influence Marketing: i media guadagnati

lun, mar 7, 2011

In primo piano, Marketing

Influence Marketing: i media guadagnati

Tra i media da conquistare, earned, ci sono soprattutto i Social Media, che hanno definitivamente convalidato il concetto in base al quale i mercati sono tornati ad essere conversazioni, luoghi dove i consumatori scambiano liberamente opinioni e idee sui prodotti, sui servizi, sulle marche e sulle persone, senza la mediazione dei mezzi di comunicazione che ha dominato per  tutto il ‘900. La reputazione individuale nei Social Media è condivisa e facilmente diffusa per passaparola, positivamente e negativamente, all’interno delle communities in rete, nei social network costruiti sull’amicizia o sulla fiducia nei confronti di alcuni siti/blogger influenti.

È fondamentale prima di qualsiasi altra attività ascoltare queste conversazioni per stabilire poi regole e modalità di partecipazione al dialogo collettivo in Rete. Non svolgere questa attività significa limitare drasticamente la possibilità di difendere, di costruire e di negoziare la reputazione del proprio brand sulla base della strategia e del modello di governance che è l’azienda a dover individuare e gestire.

È quindi necessario, soprattutto in fase di progettazione, un attento ascolto delle conversazioni e delle dinamiche relazionali nei luoghi e nelle community in rete con le quali si intende entrare in relazione.

È fondamentale aprire qui, sui social media e in generale sugli earned media, la questione budget. L’investimento sui social media non è banale. Cifre proporzionalmente analoghe a quelle che avremmo speso per comprare spazi sui mass media, vanno investite nella gestione, nel lavoro delle persone, nella produzione di contenuti, nella costruzione delle relazioni, ma soprattutto nell’ascolto (attività che non può essere completamente automatizzata o delegata all’esterno). Il budget semplicemente si sposta dalla produzione e dalla pianificazione, che prima sui mass media assorbiva la quota preponderante, alla gestione e mantenimento, attività quest’ultime che richiedono molto tempo e risorse uomo.

Tra i canali da “conquistare� ci sono soprattutto i blog influenti del nostro settore, le persone, i network, le community con le quali l’azienda condivide o può scambiare valore, i luoghi abitati e vivi della Rete come i social network Facebook, YouTube, Twitter, etc. Da non dimenticare che il luogo più frequentato in Rete insieme a Facebook è Google. È necessario, come già ribadito, un’attenta attività di ottimizzazione per i motori di ricerca (SEO), sia in fase di progettazione dei canali che in fase di produzione dei contenuti.

È ormai chiara la strategicità di stare nei primi posti dei risultati della ricerca di Google (organic) per determinate parole chiave, inerenti il nostro brand (attività relativamente semplice) e la nostra nicchia di mercato (attività considerevolmente molto più difficile). Offrire contenuti di valore, dare conoscenze preziose, formare le persone, farle crescere attraverso webinar gratuiti, ebook da scaricare, aree premium del sito, etc, in cambio di una email è la conquista del mezzo più ambito, il contatto diretto (o quasi, oltre c’è solo il rapporto diretto, “dal vivo� con la persona) con il quale è possibile svolgere un’attività di marketing funnel formidabile, attraverso la newsletter, DEM (direct email marketing) mirate e meccanismi di autoresponder che si stanno sempre più avvicinando a sistemi di eCRM (Email Customer Relationship Management).

Ultima, ma non per ordine d’importanza, l’attività di Digital PR, è un’attività cruciale che non riguarda più solo giornalisti e testate, o stakeholder specifici, ma tutti i potenziali utenti e clienti che possiamo raggiungere direttamente o attraverso i nodi influenti della Rete (blogger, opinion leader, evangelist, testimonial, etc.). Tra le attività di Digital PR si possono inserire gli eventi, i concorsi, i contest che coinvolgono gli utenti della Rete (e non solo). Anche se il numero di partecipanti che si riesce a coinvolgere è limitato, in termine di branding e di buzz su Internet possono essere molto efficaci.

Andrea Genovese
Online & Digital Media Professional / Project & Marketing Leader / Fundraising Specialist / Coach / Trainer / Speaker

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- who has written 460 posts on 7thFLOOR.

Andrea Genovese, consulente, formatore e coach nel campo del digital marketing e delle startup, fondatore di 7thFloor, project leader di Wind Business Factor, co-fondatore di Roma Startup, autore del best seller: "Social Media Marketing" di Hoepli.

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One Response to “Influence Marketing: i media guadagnati”

  1. ste Says:

    quando tutte le aziende impareranno ad utilizzare gli strumenti del web marketing e la cosa sarà risaputa, gli utenti si fideranno ancora delle opinioni trovate in rete?