Federico Mancin - Community Management

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Ges$re le community su Facebook Cosa, quando e come dirlo

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YDL Milano || May 23rd + 24th

Transcript of Federico Mancin - Community Management

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Ges$re  le  community  su  Facebook  

Cosa,  quando  e  come  dirlo  

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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.  

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0,5%  propor>on  of  fans  

talking  about  a  brand  

on  Facebook  

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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  

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SO…WHAT?  

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SO  WHAT?  

This  must  not  depress  or  surprise  

but  INSPIRE  us  

FOR  OUR  MISSION  

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WHAT  MISSION?  

BE  A  PART  OF  WHAT  PEOPLE  ARE  INTERESTED  IN  

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…IT  ALSO  MEANS:  

GIVE  MORE  

THAN  

YOU  TAKE  

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..AND:  

TAKE  A  POSITION,  NOT  ONLY  

«A  POSITIONING»  

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JUST  MOVE  ME,  DUDE  

(Dan  Wieden)  

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1.  Defining  a  REASON  WHY  

DRAW  YOUR  ROADMAP  

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WHY   HOW   WHAT  

1.  Defining  a  REASON  WHY  

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1.  Defining  Your  OBJECTIVES  

2.  Defining  your  LANDSCAPES    

DRAW  YOUR  ROADMAP  

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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  

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1.  Defining  Your  OBJECTIVES  

2.  Defining  your  LANDSCAPES  

3.  Understanding  Your  TARGET  

DRAW  YOUR  ROADMAP  

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From  knowing  yourself…  

BRAND  

…to  knowing  your  audience  

TARGET  

The  real  story  is  in  the  middle.  

3.  Knowing  your  target  

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1.  Defining  Your  OBJECTIVES  2.  Defining  your  LANDSCAPES  3.  Understanding  Your  TARGET  4.  Thinking  like  a  PUBLISHER  

DRAW  YOUR  ROADMAP  

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4.  Think  like  a  publisher  

PLAN  

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PLAN  

content  calendar  

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4.  Think  like  a  publisher  

PLAN  

IMPROVISE  

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IMPROVISE  

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IMPROVISE  

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4.  Think  like  a  publisher  

PLAN  

IMPROVISE  

MANAGE  

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MANAGE  

NETIQUETTE  

ISSUE  MANAGEMENT  TOOLS  

TEAM/FLOW  DEFINITION  

Q&A   BLOCKLIST  

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1.  Defining  Your  OBJECTIVES  2.  Defining  your  LANDSCAPES  3.  Understanding  Your  TARGET  4.  Thinking  like  a  PUBLISHER  

5.  Being  MEASURABLE  

DRAW  YOUR  ROADMAP  

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MANAGE  

NUMBER  OF  FANS  /  FANS  GROWTH  

ENGAGEMENT  RATE  (Interac>ons  /  Total  Reach)  

SENTIMENT  

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TO  SUM  UP  

ACCEPT  THE  

CHALLENGE  

PREPARE  YOURSELF  

..and  keep  yourself  updated!  

ENJOY!  

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Ges$re  le  community  su  Facebook  

Cosa,  quando  e  come  dirlo  

 Federico  Mancin  TW:  @federico_mancin