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Digital & Fashion: scenario, strumenti, buone pratiche

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Negli ultimi 10 anni l'esplosione del digitale ha radicalmente cambiato lo scenario della moda, interessando ogni fase, dalla progettazione alla vendita, e l'espansione dei social media ha catalizzato nuove forme e modalità di acquisto. Nella presentazione analizzo le dinamiche del social commerce e tocco aspetti chiave della buona comunicazione, nonché le piattaforme social più rilevanti.
[Seminario tenuto per CNA Ravenna - Tessili]

Publié dans : Marketing
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Digital & Fashion: scenario, strumenti, buone pratiche

  1. 1. Digital Fashion Scenario Buone pratiche Casi di successo Alessandra Farabegoli www.alessandrafarabegoli.it info@alessandrafarabegoli.it @alebegoli
  2. 2. sito
  3. 3. corsi
  4. 4. libri
  5. 5. CHANGE
  6. 6. creazione
  7. 7. creazione
  8. 8. produzione
  9. 9. acquisto
  10. 10. vendita
  11. 11. Come vendete voi oggi?
  12. 12. •negozi monomarca? •negozi plurimarca? •marketplace? •ecommerce sul vostro sito? •altri vi vendono online?
  13. 13. SPINTE SOCIALI ALL’ACQUISTO
  14. 14. seguire la folla
  15. 15. seguire l’autorità
  16. 16. seguire l’autorità
  17. 17. scarsità
  18. 18. seguire la star
  19. 19. seguire la star
  20. 20. coerenza Source: comScore Social Lift, U.S., February-March 2012
  21. 21. reciprocità
  22. 22. F-FACTOR FAN FRIENDS FOLLOWERS
  23. 23. •F-discovery •F-rated •F-feedback •F-together •F-me
  24. 24. TIPI DI INFLUENCER: •connettori •esperti •venditori Malcolm Gladwell, Tipping Point (2006)
  25. 25. Un cliente si misura anche dalle vendite che procura, non solo da ciò che acquista Gianluca Diegoli, Social Commerce
  26. 26. STRUMENTI MENTALI •strategia •ascolto •socialità
  27. 27. STRUMENTI OPERATIVI
  28. 28. Non è mai lo strumento, ma come lo usi
  29. 29. approccio P.O.S.T. People Objectives Strategy Tools
  30. 30. 1° passo definire le proprie PERSONAE
  31. 31. Strumenti di ascolto e ricerca
  32. 32. Checklist per il sito web
  33. 33. #1 A chi state parlando?
  34. 34. #2 Quali dubbi e/o problemi risolvete?
  35. 35. #3 Dove posso trovarvi?
  36. 36. #4 Mobile first (responsiveness)
  37. 37. #5 Shareable content Il problema non è se scaricano le vostre foto, ma se non lo fanno.
  38. 38. newsletter
  39. 39. email perché: •è più diffusa di qualunque SN •è più usata in mobilità di qualunque SN •viene visualizzata più di qualunque post •segmentazione •personalizzazione •conversione
  40. 40. Piattaforme social
  41. 41. #1 Facebook La competizione per la visibilità diventerà sempre più alta. Indispensabili: - una solida strategia dei contenuti (non solo “guarda-compra”) - un budget promozione
  42. 42. #2 Instagram Storytelling visuale parallelo alle foto ufficiali - interazione coi follower
  43. 43. #3 Pinterest Trendscouting, storytelling visuale, ispirazione, lifestyle. Generazione di traffico “interessato” verso il sito (che avrà immagini pronte al Pin)
  44. 44. #4 Polyvore Trendscouting e trendsetting. Connessione con le influencer. Generazione di traffico “interessato” verso il sito (che avrà immagini pronte all’inserimento nei set).
  45. 45. grazie Alessandra Farabegoli www.alessandrafarabegoli.it www.twitter.com/alebegoli www.slideshare.net/alebegoli

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