Stefano Besana - Università Cattolica di Milano - Dai Social Media al Social Business

Dai Social Media al
SOCIAL BUSINESS

fano Besana
Ste
sabato 16 novembre 2013

Novembre 2013

Who?

Stefano Besana
Digital Enterprise & Social Business Strategist

@stefanobesana


nti in atto
i cambiame
prendere
Com


ia Revolution
Social Med
The


AL change
A RE


Prosumer!
Welcome

prosumer |pr!ʊˈsuːm!|
noun
1 a person who buys electronic goods that are of a standard between
those aimed at consumers and professionals.
2 a consumer who becomes involved with designing or customizing
products for their own needs.
ORIGIN 1980s: from professional or producer + consumer.


er’s forecast
Alvin Tofﬂ

sa cambia?
Co

From One to Many

From Many to Many

- Broadcasting
- Television
- Traditional advertising
- Communication as information

- Peer 2 Peer
- WOM & Buzz
- Informal Communication
- Social Advertising


sa cambia?
Co


sa cambia?
Co

1,2 MILIARDI DI UTENTI
699 MILIONI DAILY USERS
150 MILIARDI DI CONNESSIONI
50 MILIONI DI PAGINE
26 MILIONI DI ITALIANI


mmercials
Viral Co


ome Data
S


ia Report 2012
lsen Social Med
Nie

ome Data
S


Nielsen Social Media Report 2012

Il Socia


eputation
Brand R
stomer e la
l Cu

l Customer
ng the Socia
Introduci

of consumer
A new kind
Respect that your customers and
employees have power. Once you
accept this as true,you can begin
to have a real, more equal
relationship with them
- Charlene Li
Le conversazioni del vostro
brand sui social sono email
per voi, con in cc: il mondo
intero
- Gianluca Diegoli


l Customer
ng the Socia
Introduci


Dave Carrol: 13+ million views

l Customer
ng the Socia
Introduci


the sequels... (again!) :)

p process
A 3-ste


act, Engage
Listen, Re

rise Story
ocial Enterp
S


imberly Clark
K

anagement
ommunity M
ial Media & C
Soc


anagement
mmunity M
Co


Comparison

anagement
mmunity M
Co


ne (very) good!
Do

il Social CRM
Verso


Social CRM

and History
Deﬁnition

Il Social CRM si concentra sull’ingaggio con il consumatore attraverso le
conversazioni collaborative al fine di creare dei benefici per entrambe le parti in un
contesto di confidenza e trasparenza. Il SCRM, è la risposta che offre l’azienda
alle discussioni che sono create e gestite dai consumatori
- Paul Greenberg


siness Value
ial AND Bu
Soc


siness Value
ial AND Bu
Soc

Dell Outlet

Dell Outlet
Aperto nel giugno 2007, l’account
Twitter ha superato i 7Milioni di
dollari di vendite con una quota di
un 1,5 Milioni di follower.


siness Value
ial AND Bu
Soc

ell Roadmap
D

Source: Paving the way to Social Business, Bill Johnston (@BillJohnston)


siness Value
ial AND Bu
Soc

Starbucks Idea
My

Starbucks
La piattaforma di idea
management "My Starbucks
Idea" ha generato più di 75.000
suggerimenti in meno di 6 mesi
con più di 70 idee che
Starbucks ha deciso di
realizzare.


siness Value
ial AND Bu
Soc

mcast Cares
Co

Comcast
Team di 10 responsabili del servizio
clienti che presidiano full time il
canale Twitter “Comcast Cares”,
fornendo supporto entro 20 minuti
dalla richiesta.


siness Value
ial AND Bu
Soc

omino’s Pizza
D

Domino’s Pizza
L'utilizzo dei social media tra cui
soprattutto Foursquare ha favorito un
aumento dei proﬁtti del 29% per un
valore pari a £ 17.5M.


siness Value
ial AND Bu
Soc

Old Spice

Old Spice
With ‘Mustafa’, sales increased by 27%
year on year. But in the 3 months after
the height of the campaign, sales were
up by 55%, reaching 107% in the ﬁnal
month of the social media campaign.
And of course, Old Spice is now the
number 1 body wash brand for men


siness Value
ial AND Bu
Soc

Blendtec

Blendtec
They set up an account with the
popular video sharing side YouTube on
the 30th of October 2006 and currently
have 172 658 subscribers, 3 270 602
channel views and 83 different video
clips.
With reference to Econsultancy
BlendTec’s site trafﬁc has increased by
650% since the videos have been
introduced


l Business
ward Socia
To

An organization that has put in place the
strategies, technologies and processes
to systematically engage all the
individuals of its ecosystem (employees,
customers, partners, suppliers) to
maximize the co-created value
- Emanuele Quintarelli


l Business
ward Socia
To

s by David Armano
Credit

formation
Digital Trans
mbrace the
E


p in touch
hanks & Kee
T

stefano.besana@gmail.com
www.sociallearning.it
@stefanobesana
in/stefanobesana


Stefano Besana - Università Cattolica di Milano - Dai Social Media al Social Business

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