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Food & Social Media
Cibo, brand e conversazione
We Are Social
FOOD, I KNOW YOU
CAN’T STOP
THINKING ABOUT IT
We Are Social
FOOD, I KNOW YOU
CAN’T STOP
SHARING ABOUT IT
We Are Social http://goo.gl/mrrPgs
We Are Social
IL CONSUMO DI
CIBO È DA SEMPRE
UN’AZIONE SOCIALE
We Are Social
"Symposiumnorthwall". Licensed under Public domain via Wikimedia Commons - http://goo.gl/VT6Vfd
We Are Social
"Symposium scene Nicias Painter MAN" by English: Nikias Painter - Marie-Lan
Nguyen (User:Jastrow), 2008-05-02. Licensed under Creative Commons Attribution
2.5 via Wikimedia Commons - http://goo.gl/e2V0Zq
We Are Social
"Peasants breaking bread". Licensed under Public domain via Wikimedia Commons
- http://goo.gl/68mcmt
We Are Social
"Ultima Cena - Da Vinci" by Leonardo da Vinci - High resolution scan by http://www.haltadefinizione.com/ in
collaboration with the Italian ministry of culture. Scan details. Licensed under Public domain via Wikimedia Commons

http://goo.gl/kHvCPG
We Are Social
“San Lorenzo Nuovo” by Mararie. Licensed under attribution and share alike terms -
http://goo.gl/G39ZhD
We Are Social
I SOCIAL NETWORK
HANNO INTRODOTTO
UNA NUOVA
DIMENSIONE
We Are Social
LA CONDIVISIONE
DELL’ESPERIENZA
LEGATA AL CIBO
We Are Social
ANCHE CON CHI
NON È CON NOI IN
QUEL MOMENTO
We Are Social
CONDIVISIONE
“Life” by Bobbie Vie. Licensed under attribution terms

http://goo.gl/RsDHVH
We Are Social
DI COSA MANGIAMO
We Are Social
“This is what happens…” by John Biehler. Licensed under attribution and share alike
terms - http://goo.gl/G9fWB7
We Are Social
We Are Social
#FOODPORN
“Mmm… Brisket sliders” by Jeffreyw. Licensed under attribution terms

http://goo.gl/qtwf0z
We Are Social
#FOODPORN
ITA ENG
46.800 tweet 1.831.800 tweet
Conversazioni ultimi 6 mesi
We Are Social
#FOODIE
“College of DuPage Finance Foodies 2014 9” by COD Newsroom. Licensed under
attribution termshttp://goo.gl/KmMZdR
We Are Social
#FOODIE
21
Conversazioni ultimi 6 mesi
ITA ENG
8.572 tweet 776.000 tweet
We Are Social
DI DOVE LO
MANGIAMO
We Are Social
We Are Social
OLTRE 150 MILIONI
DI RECENSIONI
We Are Social
SU 3,7 MILIONI 

DI AZIENDE IN TUTTO
IL MONDO
We Are Social
2,2 MILIONI 

DI QUESTE SONO
RISTORANTI
We Are Social Fonte: Tripadvisor’s - http://goo.gl/IzU2l1
We Are Social
(QUANDO SIAMO 

A CASA) DI COME LO
PREPARIAMO
We Are Social
We Are Social
We Are Social Fonte: Rapporto Coop - Consumi e distribuzione - http://goo.gl/brflqh
We Are Social Fonte: Rapporto Coop - Consumi e distribuzione - http://goo.gl/brflqh
We Are Social Fonte: Rapporto Coop - Consumi e distribuzione - http://goo.gl/brflqh
We Are Social
E DELLE MARCHE 

DEI PRODOTTI CHE
MANGIANO
We Are Social
NEI PRIMI 8 MESI 

DEL 2014 ALMENO 2 DEI
BRAND NELLA CLASSIFICA
DI SOCIALBAKERS 

(ITALIA) RIENTRANO IN 

AMBITO FOOD
We Are Social
E IN 5 MESI SU 8 UNO
DEI POST FB IN TOP 3
PER ER È STATO
POSTATO DA UN
BRAND FOOD
We Are Social
3 DI QUESTI IN PRIMA
POSIZIONE
We Are Social
We Are Social Fonte: Meaningful brands - http://goo.gl/sFHLC5
We Are Social Fonte: Meaningful brands - http://goo.gl/sFHLC5
We Are Social
We Are Social
SOCIAL MEDIA & FOOD:
5
ragioni
trend
We Are Social
5 RAGIONI
We Are Social
1
NATURA

CONVIVIALE
We Are Social Fonte: Online Food and Photo Sharing Trends - http://goo.gl/LrqsyV
We Are Social Fonte: Online Food and Photo Sharing Trends - http://goo.gl/LrqsyV
We Are Social
2
PEER TO PEER
INFLUENCE
We Are Social
I SOCIAL MEDIA
FAVORISCONO 

LO SCAMBIO 

DI OPINIONI

TRA PERSONE
We Are Social
SPECIALMENTE IN UN
AMBITO IN CUI 

IL PARERE SOGGETTIVO
È FONDAMENTALE
We Are Social
Musica
Cinema
Salute
Libri
Eventi sportivi
Cucina
0 12,5 25 37,5 50
29
30
32
32
36
46 Cucina
Salute
Viaggi
Musica
Natura
Cinema
0 12,5 25 37,5 50
33
33
34
37
41
44
Fonte: Nielsen, % dei rispondenti
L’argomento preferito dagli italiani
2010 2013
We Are Social
IL 90% 

DELLE PERSONE 

SI FIDA DELLE
RACCOMANDAZIONI
DEI PROPRI AMICI
Fonte: “Socialnomics”, Eric Qualman
We Are Social
IL 55% 

DELLE PERSONE 

RACCOMANDA
PRODOTTI NEI
PROPRI TWEET
Fonte: “Socialnomics”, Eric Qualman
We Are Social
SOLO IL 14% 

DELLE PERSONE 

SI FIDA
DELL’ADVERTISING
TRADIZIONALE
Fonte: “Socialnomics”, Eric Qualman
We Are Social
GRAZIE A QUESTA
CARATTERISTICA, 

LA CONVERSAZIONE
AMPLIFICA E RAFFORZA 

IL MESSAGGIO DEI BRAND
We Are Social
3
CARATTERISTICHE

DEL PRODOTTO
We Are Social
SCONTRINO MEDIO
CONTENUTO
We Are Social
€ 22,91
Fonte: “Watch Buy Report” Nielsen 2013
We Are Social
FREQUENZA
D’ACQUISTO ALTA
We Are Social
48,6 

ATTI A TRIMESTRE
Fonte: “Watch Buy Report” Nielsen 2013
We Are Social Fonte: Rapporto Coop - Consumi e distribuzione - http://goo.gl/brflqh
We Are Social
È FONDAMENTALE 

ESSERE RILEVANTI 

IN MODO CONTINUATIVO,
PER AVERE UN IMPATTO
SULLE ABITUDINI
We Are Social
4
NECESSITÀ DI REACH E
FREQUENZA
We Are Social
IN TEMPO DI CRISI
DIMINUISCE LO
SCONTRINO MEDIO, LA
FREQUENZA DI
CONSUMO E LA FEDELTÀ
We Are Social
Calano le quantità acquistate per atto
Fonte: “Osservatorio Fedeltà” Università di Parma 2013
We Are Social
Fedeltà di marca e crisi: % fedeltà
Fonte: “Osservatorio Fedeltà” Università di Parma 2013
We Are Social
I clienti meno fedeli accentuano la flessione
Fonte: “Osservatorio Fedeltà” Università di Parma 2013
We Are Social
PER QUESTE RAGIONI

È FONDAMENTALE
MANTENERE UN’ALTA
FREQUENZA DI
CONVERSAZIONE ED
ALLARGARE IL REACH
We Are Social PoliMi x Workshop x 09.09.14x 68Fonte: Socialbakers
We Are Social PoliMi x Workshop x 09.09.14x 69Fonte: Socialbakers
We Are Social
5
NECESSITÀ DI
MAGGIORE TARGETING
We Are Social
SONO PRESENTI
1.600 REFERENZE IN
UN DISCOUNT E
OLTRE 13.000 IN UN
IPER
We Are Social
L’AFFOLLAMENTO DI
BRAND CHE VOGLIONO
STIMOLARE UNA
CONVERSAZIONE FOOD
È IN FORTE CRESCITA
We Are Social
È FONDAMENTALE
RAGIONARE SUGLI
INTERESSI DELLE
PERSONE, OLTRE ALLA
TEMATICA SPECIFICA
PROPRIA DEL PRODOTTO
We Are Social
We Are Social
5 TREND
We Are Social
1
NUOVI MODELLI DI
CONSUMO
We Are Social
1
NUOVI MODELLI DI
SCOPERTA
We Are Social
1
NUOVI MODELLI DI
ACQUISTO
We Are Social
1
NUOVI MODELLI DI
CONSEGNA
We Are Social
1
NUOVI MODELLI DI
CONDIVISIONE
We Are Social
We Are Social
DURANTE LA PIANIFICAZIONE 

DELL’ACQUISTO DI PREPARATI 

O INGREDIENTI, 

IL 38%DEI DECISION MAKER
TRASCORRE ONLINE 

IL 50%DEL PROPRIO TEMPO
Fonte: “Digital resistance”, Sarah Mahoney, MadiaPost, 6.5.13
We Are Social
SUL PUNTO VENDITA,

IL 90%DEGLI “SMARTPHONE
SHOPPER” UTILIZZA IL PROPRIO
DEVICE PER RICERCARE
PRODOTTI
Fonte: “Mobile in-store research, how in-store shoppers are using their devices”, Google Shopper Marketing Council, 4.13
We Are Social
SI MOLTIPLICANO 

I PUNTI DI CONTATTO
CON IL PRODOTTO
We Are Social
UTILIZZIAMO
MEDIAMENTE 

21 DEVICE

OGNI ORA
Fonte: “Future of Britein”, OMD 2014
We Are Social
LA NOSTRA CURVA
DELL’ATTENZIONE
DURA MEDIAMENTE 

8 SECONDI
Fonte: “National Center for Biotechnology Information”, U.S. National Library of Medicine, The Associated Press 2013
We Are Social
We Are Social
PER I BRAND È ANCORA
PIÙ IMPORTANTE 

ATTIVARE E MANTENERE
UNA CONVERSAZIONE
We Are Social
I SOCIAL MEDIA
SONO IL CANALE
IDEALE PER
CONSENTIRE UNA
CONVERSAZIONE
We Are Social
CONTINUA

PERSONALE

INTERESSANTE

CREATIVA

RILEVANTE
We Are Social
1
NUOVI MODELLI

DI CONSUMO RICHIEDONO
UNA CONVERSAZIONE
CONTINUATIVA
We Are Social
2
IL PRODOTTO 

AL CENTRO
We Are Social
IN MOLTI SETTORI 

I BRAND SVILUPPANO 

UNA CONVERSAZIONE
ATTORNO 

ALLE TEMATICHE 

DI RIFERIMENTO
We Are Social
IN AMBITO FOOD

LA TEMATICA NASCE

DAL PRODOTTO
We Are Social
We Are Social
We Are Social
We Are Social
We Are Social
We Are Social
We Are Social
We Are Social
We Are Social
We Are Social
2
LA CONVERSAZIONE
EVOLVE DAL PRODOTTO 

IN MODO CREATIVO VERSO
NUOVI AMBITI, STILI 

E INTERPRETAZIONI
We Are Social
3
LA
“GOUERMETIZZAZIONE”
DEL PRODOTTO
We Are Social
We Are Social
UN PRODOTTO
APPARENTEMENTE
FUNZIONALE VIENE
VALORIZZATO, DIVENTA
PROTAGONISTA
We Are Social
We Are Social
We Are Social
We Are Social
We Are Social
We Are Social
We Are Social
We Are Social
EMERGE UNA
NECESSITÀ DI
DIFFERENZIAZIONE
We Are Social
We Are Social
We Are Social
We Are Social
http://goo.gl/MY2Wv4
http://goo.gl/lh8RjF
We Are Social
3
È NECESSARIO
DIFFERENZIARSI E
CONSIDERARE GLI
INTERESSI DELLE PERSONE
PER ESSERE RILEVANTI
We Are Social
4
IL FATTORE TEMPO
(REAL TIME CONTENT)
We Are Social
COME CAPITALIZZARE UN
MOMENTO RILEVANTE 

PER LE PERSONE 

E TRASFORMARLO 

IN UN’OPPORTUNITÀ 

DI MARKETING
We Are Social
We Are Social
We Are Social
We Are Social
We Are Social
LA CAPACITÀ DI UN BRAND 

DI ESSERE RILEVANTE 

IN TEMPO REALE PUÒ ESSERE
RESA SISTEMATICA
We Are Social
4
LA PRODUZIONE DI CONTENUTI
E L’INTERAZIONE IN REAL TIME
POSSO ESSERE UN’OTTIMO
STRUMENTO PER INTERAGIRE
CONTINUAMENTE CON LE
PERSONE
We Are Social
5
UN RAPPORTO
DIRETTO
We Are Social
IL TARGETING
PRECISO CONSENTE 

DI RAGGIUNGERE 

LE PERSONE IN MODO
PUNTUALE
We Are Social
SU PIATTAFORME CHE
UTILIZZANO IN MODO
COSTANTE
We Are Social
We Are Social
We Are Social
5
UN RAPPORTO DIRETTO
CON IL BRAND 

E IL PRODOTTO RENDE
PERSONALE E IMMEDIATA 

LA CONVERSAZIONE
We Are Social
SOCIAL

MEDIA

& FOOD
5 ragioni
natura conviviale
peer to peer influence
caratteristiche del prodotto
reach e frequenza
targeting
5 trend
nuovi modelli di consumo
prodotto al centro
“gourmettizzazione”
fattore tempo
rapporto diretto
Grazie
+39 02 3655 1868
parlaconnoi@wearesocial.it

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