Social Media: managing the complexity

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Lezione di Social Media tenuta all'Università della Svizzera Italiana durante il corso di Digital Marketing tenuto dalla professoressa Andreina Mandelli

Published in: Technology

Social Media: managing the complexity

  1. 1. MRM for USI Social Media: managing the complexity November 2009
  2. 2. Agenda Social Media anatomy Social Media marketing Some MRM social media cases Resources Q&A
  3. 3. Social Networks Anatomy
  4. 4. Social Networks are driven by languages.
  5. 5. This is the main competitor of FB in Germany
  6. 6. Many years before the rise of FB STV dominated the German market
  7. 7. China’s leader is not Facebook
  8. 8. No Global leaders but locals…yet
  9. 9. In Brasil
  10. 10. In Korea
  11. 11. Filippine
  12. 12. Netherland
  13. 13. Facebook in italy: more than 12 milion users
  14. 14. But…
  15. 15. In 2012 Facebook may overcome Google
  16. 16. The New Google?
  17. 17. Confusion 
  18. 18. Mobile Social networking
  19. 19. France Mobile SN
  20. 20. US Mobile SN
  21. 21. US Mobile SN
  22. 22. A section of the iTunes App Store
  23. 23. Let’s talk about vertical Social Networks
  24. 24. Business
  25. 25. US Business Social Network
  26. 26. German Business Social Network
  27. 27. France Business Social Network
  28. 28. Social media niches survive if they specialize
  29. 29. A travel social network (just acquired by Nokia)
  30. 30. Nursery Social Networks
  31. 31. Patients SN
  32. 32. Kozarac: A SN helping refugees in Bosnia
  33. 33. >5K Articles 1,2 milions registered users
  34. 34. 300 Translators and 130.000 registered users
  35. 35. A Restaurant guide that became a SN
  36. 36. • Agencyscoop.com A SN for ADV professionals
  37. 37. Meta-social network
  38. 38. A Meta-Social Network
  39. 39. Another Meta-Social Network (Facebook just bought it)
  40. 40. A short overview of the Social Media Marketing Scenario 40
  41. 41. 41
  42. 42. The changing landscape THE FIRST AGE 1950-1995 Uni-Directional TV, Print, Radio, OOH Interactive THE SECOND AGE Bi-Directional THE THIRD AGE 2004 - Today Multi-Directional Participatory (Social media) 1995-2004 Web v1.0 Web v2.0 Post-digitalPreWeb Web v0
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  46. 46. 47
  47. 47. 1. Define your Goal • Before deciding what metrics to look at – Decide what your goal is for doing an SM campaign!! • Take a step back and decide what your specific goal is for that campaign for that time frame 48 EXAMPLES of GOALS • Increase Online Sales • Increase Offline Sales • Reduce marketing spend by learning how to reach out to customers effectively and efficiently (ROI) • Increase perception of your brand by creating opportunities to both listen and engage with consumers • Decrease Negative Commentary / negative PR • Gain insight into online networks, keywords, key phrases found in UGC, leading to organic search efficacy improvements • Improve customer satisfaction
  48. 48. 2. Decide the metrics that effectively measure your goal achievement Measuring Dialogue Tonality Positive / Negative / Neutral Measuring Customer Loyalty through purchase behavior E.g. Sales / Repeat Visits & Sales Measuring Brand, Product, Service or Website satisfaction Measuring real-time brand or product impact and positioning Measuring Brand Awareness, Market Share, Competitor Comparison Measurements leading to Improved Site visibility through SEA and SEO Measuring impact of influence & engagement on volume sales growth Measuring effect on Operational Expenses & ROMI e.g. Cost per Lead, ROI Measuring Sales correlation and Influence of channel Measuring Feedback & Follower influence e.g. Post replies/Page Views/Engagement on Website Measuring success of channel and Brand reach e.g. Followers/Friends/Visits Traffic Interaction Sales Impact Profits Leads and Conversions Search Engine Marketing Brand Metrics PR Customer Satisfaction Retention Conversation Sentiment Influence and Engagement
  49. 49. 51 Everything is so complex that usually companies avoid to elaborate a strategy.
  50. 50. 52 http://www.chr isbrogan.com/ twelve-ways- to-sell-social- media-to- your-boss/
  51. 51. Some MRM Cases
  52. 52. Campari
  53. 53. www.facebook.com/campari
  54. 54. Twitter.com/campari
  55. 55. Who is following Campari on Twitter ?
  56. 56. Introducing www.Twittersheep.com
  57. 57. At the moment only 250 users are following Campari on Twitter. But they are very interesting profiles…
  58. 58. Check this Twitter user that follows Campari on Twitter “Mixologist and cocktail barman located in London offering bespoke drinks for any event or party. Great quality with over 6yrs experience in cocktails, mixology”
  59. 59. Again, check this one “Founder of TheLiquidMuse; Author of Preggatinis: Mixology for the Mom-To-Be; Mixology Consultant. Also see @Preggatinis, @TheBubblyBride”
  60. 60. Or this one… “For over 61 years "Taste You Can Trust" has been our motto.” http://morrellwine.com/about_morrellwine.php Premiere Wine Shop since 1947:One Rockfeller Plaza, New York
  61. 61. See what this user wrote to Campari… CRM opportunities?
  62. 62. Again… PR opportunities?
  63. 63. Fico di Gazzenda
  64. 64. Managing a social media project means constant monitoring and fast reacting
  65. 65. Checking several times a day the conversation on Twitter with Tweetie
  66. 66. Do you want to know something more about Social Media? Here is who you should follow.
  67. 67. Conferences
  68. 68. THX!

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