This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.eu

Modulo 3 – Introduzione all’usodei Social Media per PMI

Come iniziare a usare

i Social Media in una

PMI

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euCheck list preliminare

Cosa voglio raggiungere? (obiettivi)

Chi voglio raggiungere? (gruppi target)

Quali messaggi voglio trasmettere? (argomenti)

Quale sarà il mio canale principale?

Con quale frequenza intendo postare?

Quali canali utilizza il mio target?

Come gestirò il/i canale/i? (staff)

Come misurerò il successo?

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euChecklist

http://alexisgrant.com/wp-

content/uploads/2012/12/Social-Media-

Strategy-Checklist.pdf

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euErrori da evitare

1. Iniziare senza avere una strategia

2. Usare troppi siti/canali

3. Scrivere troppi messaggi promozionali

4. Non rispondere ai followers

5. Non considerare le critiche

6. Spingere lo staff a usare i social media

7. Non rispettare le normative

8. Non considerarli parte integrante del marketingaziendale quotidiano

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.eu

Possibili applicazioni deiSocial Media

• Networking

• Gestione delle relazioni

• Ricerca di notizie e tendenze

• Analisi della concorrenza

• Public relation & marketing

• Servizio – soprattutto gestione reclami

• Selezione personale

• Distribuzione

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.eu

Social Media – strumenti per iniziare

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.eu

“Nel gergo di Internet, un blog è un particolare tipo di sito web in cui i

contenuti vengono visualizzati in forma cronologica.“

(http://it.wikipedia.org/wiki/Blog)

Piattaforme più diffuse:

Blogger – proposta da Google

http://blogger.com

WordPress – proposta da WordPress

http://wordpress.com

Blog

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euBlog• Aumento del traffico verso il website principale

• Coinvolgimento di terzi tramite la funzione commenti

• Può sostituire la newsletter (i lettori possono seguire i tuoipost)

• Tutti i canali Social Media possono linkare il tuo blog, e generare news/messaggi dal blog

• Acquisire un ruolo di esperto su un argomento specifico

• Aggiornare con facilità i tuoi clienti

-> Il Blog può fungere da hub delle attività Social Media aziendali

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euTwitter

• Servizio di microblogging conmax. 140 caratteri

• Circa 600m. users / accounts nel mondo – non tutti utilizzati

• Spesso usato come canale di informazione e servizio

• Comunicazione live durante eventi

• http://twitter.com

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euTwitter

Pro:

• Effetto moltiplicatore, anche i

media acquisicono informazioni da

Twitter

• Comunicazione veloce

• Informazione utile, presentata in modo breve e preciso

• I tweet si possono facilmente integrare sul sito

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euTwitterContro:

• Comunicazione velocissima: i post possono velocemente diventare invisibilia causa dell‘alto livello di informazione

• Quantità limitata di caratteri

• Un vasto network di followers crea automaticamenteun grosso flusso di informazioni

• Occorre abituarsi al linguaggio di Twitter

• Può portare via molto tempo

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euFacebook• Il più grande Social Network con più

di 1 miliardo di user

• Adatto a costruire un dialogo, a costruire una community, a pubblicarecontenuto interattivo

• Spesso usato un contesti privati per comunicare conamici usando le news, o le funzioni pin board o chat

• Le aziende possono attivare le Facebook Fanpage per interagire con i clienti o con potenziali impiegati

• http://www.facebook.com

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euFacebookPro:

• Gratuità

• Appartenenza al più grande network nel mondo

• Possibilità di rendere pubbliche attività e interessi

• I contenuti possono essere ulteriormente diffusi attraverso gli„amici“ (viralità)

• Contatto facile e diretto con i clienti

• Fan page: accessibili a tutti – anche a chi non è iscritto a FB

• Pagine statistiche dettagliate

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euFacebook

Contro:

• Questione privacy

• Le condizioni d‘uso cambiano spesso

• Stare in contatto con gli „amici“ richiede tempo

• Non puoi sapere chi ha visualizzato il tuo profilo

• Non è „search engine friendly“

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.eu

• Business network internazionale

• Circa 170m. di user

• Possibilità di impostare il profilo dell‘azienda

• Possibilità di creare gruppi su argomenti specifici

• Le aziende possono postare lavori

• Versione base gratuita

• Account premium con costo mensile

• http://linkedin.com

LinkedIn

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euLinkedIn

Pro:

• Più professionale

• Social network serio

• Ok per trovare esperti e/o gruppi di esperti

Contro:

• L‘account premium è costoso – min. 15€/mese

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euGoogle+• Social Network di Google con circa

360m user

• Simile a Facebook – colegarsi ad altri per scambiare news, informazioni

• Più serio di Facebook

• Basato sulle “cerchie“ per organizzare amici edargomenti

• https://plus.google.com

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euGoogle+Pro:

• Servizi aggiuntivi che utilizzano tutte le caratteristiche di Google drive

• Modalità di ricerca per argomenti

• Impostazioni di pagine, ad es. per l’impresa

Contro:

• Questione privacy

• Non usata quanto altri network più consolidati

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euYouTube• Il più vasto video portale internet

• I video possono essere caricati, incorporati e guardati gratuitamente

• 4 miliardi di visualizzazioni al giorno, videomateriale caricato 24h

• In media a persona 15 min/al giorno suYouTube

• http://www.youtube.com

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euYouTubePro:• Facile da impostare• Canali, logo, colori personalizzabili• Funzione “embed” sul tuo sito• Commenti e funzione “Like“ o “Dislike“• Strumenti statistici

Contro:• La produzione di video richiede tempo• Virali e vcampagne hanno successo solo con una

strategia professionale che può essere costosa

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euFlickr• Flickr è una piattaforma online per pubblicare foto e

video• Le foto possono essere integrate sui siti e le

presentazioni (slideshow) rendono il sito piùattraente

• Suggerimenti per caricare materiale su Flickr– Imposta i tag per album

• Aggiungi descrizione dell’album e sottotitoli– Aggiungi la fonte– Possibilità di aggiungere licenze, ad es. Creative Commons

• http://flickr.com

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.eu

Architettura della Comunicazione Digitale

Comunicazione Corporate/Az

ienda

Hosting

Video

Audio

Brochure

Foto

Presentazioni

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euDa leggere e ascoltare

Leggere:

• http://www.socialquickstarter.com/

Ascoltare:

• http://www.youtube.com/watch?feature=player_embedded&v=iqaFuAsTjjo

• http://www.youtube.com/watch?v=Li79SoUaq5k&list=UUpgOA_2PgxytY095LqoOkug&index=2

• http://www.youtube.com/watch?feature=player_embedded&v=HxqEENfdCJs