O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Facebook e Twitter, Adv Travel - #bto2014 • Rocco Rossitto - Paolo Ratto

4.479 visualizações

Publicada em

Ha senso oggi in Italia per un operatore turistico spendere soldi su Facebook [e ora su Twitter] per raggiungere i suoi (potenziali) clienti?

Le slide del nostro panel a Bto 2014 - 2 dicembre #hall 2
http://www.buytourismonline.com/eventi/twitter-facebook/

Publicada em: Marketing
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • D0WNL0AD FULL ▶ ▶ ▶ ▶ http://1lite.top/mmQvQ ◀ ◀ ◀ ◀
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui

Facebook e Twitter, Adv Travel - #bto2014 • Rocco Rossitto - Paolo Ratto

  1. 1. PAOLO RATTO @jul_x FACEBOOK E TWITTER, ADV TRAVEL ROCCO ROSSITTO @roccorossitto
  2. 2. ZENFEED.ME @roccorossitto ROCCO ROSSITTO www.roccorossitto.it/blog @jul_x PAOLO RATTO www.paoloratto.com
  3. 3. INCONTRI PRATICI, IN GIRO PER L’ITALIA, SU COME VA IL WEB OGGI www.diecicose.it
  4. 4. ZENFEED.ME
  5. 5. CHE SENSO HA? investire dei soldi in ads sul travel in Italia oggi?
  6. 6. A CHE SERVE CREARE CONTENUTI CHE NESSUNO LEGGE? PAGINA CON OLTRE 9000 LIKE 8K 6K 4K 2K
  7. 7. A CHE SERVE CREARE CONTENUTI CHE NESSUNO LEGGE? PROFILO CON CIRCA 18000 FOLLOWER 4%
  8. 8. SI SCRIVE ADV, MA NON SI LEGGE PUBBLICITÀ CONTENUTI DI VALORE DISTRIBUZIONE CONDIVISIONE RELAZIONE CONVERSIONE l’adv da il boost al contenuto di valore che è quello che fa la differenza. PAOLO RATTO @jul_x ROCCO ROSSITTO @roccorossitto
  9. 9. PAOLO RATTO @jul_x ROCCO ROSSITTO @roccorossitto
  10. 10. …da què depende • Hai chiaro l’obiettivo (chi, che cosa). E abbastanza chiara la strategia per raggiungerlo (come, quando, perché). • Il tuo sito internet è predisposto per: accogliere utenti, farli restare sulle pagine e fare facilmente le azioni che tu vuoi che facciano. • Hai tempo da dedicarci o budget per permettere a qualcuno di occuparsene al posto tuo. • Non pensi “vado su Facebook e il mese dopo venderò più camere”. È più complicato di così.
  11. 11. Fare Advertising sui social non è per tutti Ma dire che farlo è “buttare via soldi, sempre e comunque” è una…
  12. 12. MARKETER FAI DA TE? Ahi Ahi Ahi
  13. 13. Qual è il mio obiettivo?
  14. 14. A chi mi rivolgo?
  15. 15. A chi mi rivolgo?
  16. 16. A chi mi rivolgo?
  17. 17. TRIESTE - TARGET BUSINESS ITALIA UN HOTEL? UN RISTORANTE? UNA SPA? ALTRO? PER ESEMPIO
  18. 18. CITTÀ CAPOLUOGHI DI REGIONE DISPOSITIVI ACCOUNT TRIESTE NO PERSONE LINGUA NESSUNA RESTRIZIONE
  19. 19. ANTICO VINAIO - FIRENZE - GIORNI BTO
  20. 20. ANTICO VINAIO - FIRENZE - GIORNI BTO UN COPY DIRETTO A #BTO2014
  21. 21. TAORMINA - LUSSO - RUSSIA PER ESEMPIO
  22. 22. Corona il sogno Venezia per il tuo anniversario? Nuovo arrivato vegetariano in città?
  23. 23. Scappatella sulla Riviera Ligure per una nuova coppia a S. Valentino? Coppia con figli piccoli e cane al seguito?
  24. 24. reTARGETing e l’importanza del setup FB TW
  25. 25. reTARGETing e l’importanza del setup DB clienti: nel 2014 non è ammissibile che una struttura non lo abbia Visitatori del sito: chi gestisce il tuo sito deve sistemare le operazioni di setup del sito PAOLO RATTO @jul_x ROCCO ROSSITTO @roccorossitto
  26. 26. reTARGETing FUNNEL Visitatori “Superficiali” Visitatori “Profondi” Utenti che fanno azioni DB Clienti - CONVERSION + RATE
  27. 27. LOOKALIKE TARGETING FB
  28. 28. LOOKALIKE TARGET FUNNEL Utenti simili a visitatori “Superficiali” Utenti simili a visitatori “Profondi” Utenti simili ad utenti che fanno azioni Utenti simili a Clienti - CONVERSION RATE +
  29. 29. E SE NESSUNO VUOL COMPRARE? CHE COSA PROMUOVERE SU FACEBOOK E TWITTER
  30. 30. CONTENUTI PROMO AZIONI LEAD GENERATION RAK QUAL È IL TUO OBIETTIVO? RANDOM ACT OF KINDNESS FOLLOW UP FAN BASE
  31. 31. PROMO AZIONI REGALA UN COUPON AD UN AMICO
  32. 32. CONTENUTI • GLI UPDATE DAI VARI CANALI • POST DEL BLOG • CONTENUTI EXTRA
  33. 33. LEAD GENERATION UN DATABASE PROFILATO SU SEGMENTI* PER TE INTERESSANTI *RICORDATI CHE PARLIAMO DI PERSONE
  34. 34. BUONO PER CHI COMPIE GLI ANNI NEI PROSSIMI 30 RAK RANDOM ACT OF KINDNESS GIORNI
  35. 35. IL PARADOSSO DEL content is king AND distribution is queen Spendere in adv rende sostenibile la spesa fatta per ideazione, produzione, scelta dei contenuti
  36. 36. TUTTO OK, MA IL ROI? PAOLO RATTO @jul_x ROCCO ROSSITTO @roccorossitto
  37. 37. MISURARE TUTTO(?)
  38. 38. CHE METRO ADOTTO SE NON SO COSA MISURARE? Visibilità del brand (Fan Base) Relazione con (potenziali) clienti (Fan Engagement) CPF CPE Generazione Contatti (Lead Generation) Vendite (Dirette/Indirette) Dagli obiettivi alle metriche! CPL CPA
  39. 39. CHE METRO ADOTTO SE NON SO COSA MISURARE? PAOLO RATTO @jul_x ROCCO ROSSITTO @roccorossitto
  40. 40. Facebook Conversion Tracking Costo per FAN Costo per AZIONE Costo per LEAD Costo/Valore per CHEECKOUT Facebook Ads Report
  41. 41. Twitter Conversion Tracking
  42. 42. 1. Impostare il codice di tracking dell'url in questione che vuoi condividere attraverso Google url builder https://support.google.com/analytics/answer/1033867 In questa maniera Google Analytics riconoscerà tutti gli url in ingresso (nella sezione Campagne).
  43. 43. Quello che gli insight di Facebook possono misurare e farci capire!
  44. 44. Quei benefici che (forse) non ti aspetti…
  45. 45. Quei benefici che (forse) non ti aspetti…
  46. 46. Case history travel: Pecora Verde e Fb Ads Pecora Verde: escursioni per crocieristi e non. Marchio nuovo, deciso, dinamico, spavaldo. In una parola SOCIAL. La comunicazione non può prescindere dai Social Media. E quindi da Facebook. Facebook è fondamentale per la distribuzione dei contenuti su target ben profilati. Ogni attività di comunicazione è accompagnata da una strategia di distribuzione su Facebook e da un investimento su Facebook Ads.
  47. 47. FAN in target che crescono in maniera anche paid grazie a contenuti di valore e alla qualità del servizio BRAND AMBASSADOR AMICI FAN “VERTICALI” sfruttando dinamiche di fiducia di Facebook TARGET SPECIFICI “VERTICALI” RESTO DEL MONDO (online – offline) Paid Organic Paid Paid Organic Organic Organic
  48. 48. #POPOLARITA’
  49. 49. #COINVOLGIMENTO
  50. 50. #POPOLARITA’ (ricerca brand)
  51. 51. #ORGANICO #DIRECT
  52. 52. CHE SENSO HA? On average, Facebook News Feed ads have a click-through rate 44x higher, and a conversion rate 5X higher, than right-side ads. And News Feed ads achieve these results at a 67 percent lower cost-per-conversion than right-side ads. Marin Software via http://searchenginewatch.com http://searchenginewatch.com/sew/how-to/2333625/5-tips-for-using-facebook-news-feed-ads
  53. 53. FASTEN YOUR SEAT BELT • Monitoraggio quotidiano. • A/B Test immagini, testo, targeting. • Controllare l’evoluzione di Facebook. • Equilibrio tra contenuto sponsorizzato e contenuto organico. • Attenzione ai dettagli. Tutti i dettagli. • Usate landing tab e/o landing page. • Riflettete molto sulla profilazione. È meno semplice di quel che sembra (es. “lusso”) • Integrazione sempre e comunque (non conta solo Facebook). • La differenza la fa il prodotto/servizio. Poi la strategia.
  54. 54. FASTEN YOUR SEAT BELT • Attenzione al testo: no errori grammaticali! • Attenzione all’atterraggio del post/inserzione. Se profilate “mobile user” la destinazione non può essere non visibile da mobile. • Attenzione ai “promoted post”. Non dimenticate di monitorarli con attenzione perché sono forieri di problemi. • Non scordatevi l’https! La sicurezza è una questione (ancora) critica. • Non vi fate ingolosire dai numeri. Profilate il più possibile. • Non dimenticate di controllare i negative feedback: vi possono dare preziose indicazioni. • Non pensate di vincere o perdere su Facebook. La questione è un po’ più complessa.
  55. 55. CPC O CPMO? la domanda (è) sbagliata @roccorossitto ROCCO ROSSITTO www.roccorossitto.it/blog @jul_x PAOLO RATTO www.paoloratto.com

×