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Ferrara 15 aprile 2015 - Lezioni di Territorio [Seminar]

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Food 3.0: Punto di Intersezione tra Travel e Food. Nel mercato dell'ascolto e della condivisione in tempo reale, il Food è divenuto Trait d'Union tra ospitalità ricettiva e destinazione. Dati, tecniche, strategie e casi di studio d'eccellenza.

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Ferrara 15 aprile 2015 - Lezioni di Territorio [Seminar]

  1. 1. relatore NICOLETTA POLLIOTTO Food 3.0 Volano della Politica, del Territorio e della Food Economy 15 Aprile 2015 14:30h
  2. 2. 15 Aprile 2015 Sala Conferenze della Camera di Commercio FERRARA TerritorioTurismo ImpreseSviluppo • Lezioni di Territorio 2015 •
  3. 3. +Territorio Imprese Yin & Yang
  4. 4. Tradizione Innovazione &
  5. 5. Immagine Percepita Identità della Destinazione &
  6. 6. ••• g l o c a l ••• +global local
  7. 7. Glocalizzazione 1980 Nasce in Giappone 1990 Roland Robertson sociologo inglese 2000 Zygmunt Bauman sociologo polacco 2014 Web + Social Local Mobile
  8. 8. Scenario 2015 Mercato ••• Utente ••• Connettività
  9. 9. Mercato ● 1999 / Cluetrain Manifesto CONVERSAZIONE ● 2004 / Tim O’Reilly e il Web 2.0 CONDIVISIONE ● 2015 / Social Media (facebook, twitter, google+, linkedin, youtube, pinterest, instagram) ● 2015 / New Clue web 1.0 / 2.0 / 3.0 …
  10. 10. ClueTrain Manifesto • 1999 i Mercati sono conversazioni. Levine, Locke, Searls, Weinberger tesi 1 tesi 2 tesi 95 i Mercati sono fatti di esseri umani, non di segmenti demografici. Ci stiamo svegliando e ci stiamo linkando. Stiamo a guardare, ma non ad aspettare.
  11. 11. New Clues • 2015 Searls e Weinberger la Rete è costituita da noi, creata da noi e per noi. tesi 6 tesi 54 tesi 59 se vogliamo sapere la verità sui vostri prodotti, lo scopriremo l’uno dall’altro. non preoccupatevi: saremo noi a dirvi quando cerchiamo un prodotto. Lo faremo a modo nostro, non a modo vostro. Fidatevi: sarà meglio per voi.
  12. 12. Connettività ● Abitanti ~ 60 milioni e 700mila ● Connessioni ~ 35 milioni ● Penetrazione Internet ~ 58% ● Penetrazione SmartPhone ~ 158% ● eCommerce Turismo ~ nel 2014 +11% ● eCommerce Travel Export ~ +54% ● eCommerce ~ turismo = 41% situazione italiana
  13. 13. 2010 2015 Oggi su Google 5,9 miliardi di ricerche condotte ogni giorno
  14. 14. Mercato Mondiale 68% • usano il motore di ricerca 42% • acquistano prodotti/servizi 40% • usa coupon per lo shopping 90% • usa il MOBILE quotidianamente Dati e Statistiche Utenti
  15. 15. 56 100 Mobile 2014 Utenti su
  16. 16. Mobile 2014 66%email lette da dispositivi mobili
  17. 17. Hotel Ristoranti Analogie & Differenze vs
  18. 18. Hospitality Abituata all’Intermediazione GOOD BAD
  19. 19. Hospitality Mercato Globale Benchmarking Estero
  20. 20. Ristorazione Parte Integrante del Turismo NO innovazione NO tecnologia
  21. 21. Ristorazione Azienda Internazionale new Chef de Cuisine new F&B Manager
  22. 22. Ristoranti in Italia n° attività > 315.000
  23. 23. Ristorazione Azienda Internazionale nuovi Chef nuovi F&B Manager
  24. 24. 85% degli Inglesi vuole prenotare un viaggio online Mercato UK
  25. 25. il Mondo è in Rete e tu… la stai usando?
  26. 26. Nuovi Strumenti Website Social Mobile
  27. 27. Responsive Web Design Blog Aziendale Piano Strategico Comunicazione & Web Marketing Social Media Marketing + +
  28. 28. Website Brand Reputation / Vendita / Customer Care
  29. 29. Sito Web Obiettivi GOAL!!! PERCHÈ COMUNICO ONLINE?
  30. 30. Risposte ● Vendere Online ● Vendere Offline ● Acquisire Contatti ● Informare ● Formare ● Intrattenere ● Brand Awareness Compila la Lista BOOK A TABLE REQUEST FORM
  31. 31. SOLUZIONE fluida&fluttuante Responsive Web Design
  32. 32. Sito Web Promo-Comunicazione Online Progettazione e Sviluppo Gestione e Promozione Social Networking – COSTI + TEMPO 7/7 gg — h24
  33. 33. Mobile First • Approccio Marketing Possibile • 2 1 3
  34. 34. Restaurant Website Jamie Oliver fifteen.net
  35. 35. Content First • Unico Approccio Marketing Possibile • 2 1 3
  36. 36. Content is King …communication is Queen
  37. 37. Content Marketing Crea buoni contenuti per i Motori di Ricerca e – soprattutto – per i tuoi Utenti
  38. 38. Storytelling dalla Storia al Business Blog
  39. 39. Lo storytelling è l'atto del narrare, disciplina che usa i principi della retorica e della narratologia. “ fonte: Wikipedia Storytelling
  40. 40. il Blog ((( Corporate e Business )))
  41. 41. ● Integrato al website ● Gradito a Google ● Utile per i Contenuti Dinamici ● Ricco di Contenuti freschi ● Adatto alla Fidelizzazione ● Favorisce Passaparola & Sharing ● Link Baiting ● Strategia Content Marketing ● Guest Blogging Business Blog
  42. 42. kiSSKeep it Simple Stupid
  43. 43. ● LinkedIn (2003): 347 milioni di utenti ● Facebook (2004) : 1 miliardo e 400 milioni ● Twitter (2006): 1 miliardo ● Foursquare (2009): 55 milioni ● Instagram (2010): 300 milioni utenti attivi ● Google+ (2011): 1 miliardo e 150 m ● Pinterest (2012): 70 milioni Social Network
  44. 44. Facebook Page Orsone • Ristorante e B&B @RistoranteOrsone
  45. 45. Twitter Profile Gordon Ramsay @GordonRamsay
  46. 46. Instagram Profile ABC Kitchen @ABCkitchen
  47. 47. Fotografia Racconto & Emozione PER IMMAGINI
  48. 48. fonte: Muse Comunicazione® — novembre 2014 Un Mondo di Food App ~29.500 solo su Apple Store
  49. 49. Food Delivery Portals esempio JUSTEAT
  50. 50. Book a Table Portals esempio MyTable®
  51. 51. OTA Metamotori scoprono il Booking Table +
  52. 52. restaurant BOOKING vs portali DEDICATI
  53. 53. Focus Bisogni dell’Utente Strumenti Strategie Tempi Budget Obiettivi Risorse U. TAKEAWAYS
  54. 54. Take Away Promozione Online — NECESSARIA Responsive Web Design Mobile First Future Friendliness Stimola la Condivisione sui Social Innovazione è Crescita Mettiti in Discussione
  55. 55. grazie Ferrara
  56. 56. ComunicazioneNellaRistorazione.it
  57. 57. MuseComunicazione CnR @musecom @comristorazione +NicolettaPolliotto Nicoletta Polliotto Destinazione Turismo Muse Journal Comunicazione nella Ristorazione Social Blog CnR fb fb tw tw g+ in in
  58. 58. Web / www.musecomunicazione.it Email / info@musecomunicazione.it Phone / 011 5363984 Mobile / 335 6309724

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