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Concorsi online ContactLab

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La presentazione di Massimo Fubini, CEO di ContactLab, tenutasi il 12 Aprile durante l’incontro "Concorsi online" organizzato da ContactLab insieme allo studio legale R&P Legal. La presentazione mostra come realizzare un concorso online nel migliore dei modi.

Publié dans : Développement personnel
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Concorsi online ContactLab

  1. 1. Mail freschissima (di questa mattina) #concorsionline @contactlab
  2. 2. Landing page #concorsionline @contactlab
  3. 3. Dopo che ho dato la preferenza #concorsionline @contactlab
  4. 4. Richiesta di… DATI! #concorsionline @contactlab
  5. 5. Ma quanti dati! #concorsionline @contactlab
  6. 6. Form iscrizione… #concorsionline @contactlab
  7. 7. E il gioco dov’è? #concorsionline @contactlab
  8. 8. CREARE ENGAGEMENT:la brand experience nei concorsi online Un concorso è un’opportunità di contatto tra lead e brand Evitare i soli meccanismi premianti anonimi per proporre una vera brand experience, un percorso posizionante, ludico e educational #concorsionline @contactlab
  9. 9. Creare engagement: l’invito #concorsionline @contactlab
  10. 10. Creare engagement: la landing page #concorsionline @contactlab
  11. 11. Creare engagement: i quiz Domande a tema o profilanti che riflettano la personalità del brand e permettano all’utente di interagire #concorsionline @contactlab
  12. 12. Attivare il passaparola: incoraggiare la condivisione #concorsionline @contactlab
  13. 13. Member Get Member Doppia dinamica o email o social network #concorsionline @contactlab
  14. 14. Member Get Member: via mail #concorsionline @contactlab
  15. 15. Member Get Member: tramite social network Condividi il profilo ottenuto #concorsionline @contactlab
  16. 16. Member Get Member: tramite social network Invita gli amici a giocare #concorsionline @contactlab
  17. 17. Acquisition e data privacy Consenso per la partecipazione al concorso Consenso per l’iscrizione alla newsletter Consenso per la pubblicazione del nome in caso di vittoria #concorsionline @contactlab
  18. 18. Confermare l’iscrizione con un’email di double opt-in Email di double opt-in per completare la fase di iscrizione al concorso #concorsionline @contactlab
  19. 19. Introdurre gli utenti acquisiti nei programmi di nurturing L’acquisizione dei dati è solo l’inizio del rapporto con il brand Inserire immediatamente l’utente nel programma di comunicazione via email, p.e. con una welcome mail Monitorare la qualità degli utenti acquisiti analizzando: o aperture o click o conversioni #concorsionline @contactlab
  20. 20. Perché un concorso?• Per finalità di “acquisition”, ovvero per aggiungere utenti al mio database• Per finalità di “enrichment”, ovvero per migliorare la profilazione di persone già iscritte• Per spingere un comportamento:  per promuovere un acquisto  per avere un “i like” su facebook / per far parlare di sé sui social media  per promuovere la creazione di link (al fine di migliorare )  Per promuovere una visita in-store• Per offrire una Brand Experiencee/o in generale “per farvi raggiungere i vostri target di direttori marketing” #concorsionline @contactlab
  21. 21. Che domande? A chi è rivolto? (e a quali paesi?)  Se l’obiettivo è acquisire nuovi utenti, come mi devo comportare con quelli già esistenti? Quale meccanica?  Instant win?  Estrazione unica?  Mix delle 2?  Gioco di abilità? Incentivi per la viralizzazione? Come promuovere il concorso? • Attenzione alle frodi (attenzione tecnica e da regolamento) • E ovviamente attenzione alla parte legale / fiscale / privacy (può causare fortissimi mal di pancia… e il blocco di tutti i dati raccolti!) #concorsionline @contactlab
  22. 22. Ma una volta fatto?Una volta fatto, inizia il vero lavoro…ovvero la misurazione e la valorizzazione di quanto siamo riusciti ad ottenere.A questo step non ci si pensa, ma è uno dei più importanti.Sintetizzando:“il concorso è solo uno sprint all’interno un lungo percorso”I risultati vanno misurati dopo x mesi dal concorso…  Quanti degli utenti che hanno partecipato sono ancora attivi?  Quanti hanno acquistato / interagito? #concorsionline @contactlab
  23. 23. GRAZIE Massimo Fubini AD ContactLabmassimo.fubini@contactlab.com @massimofubini @contactlab #concorsionline @contactlab

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