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I brand automotive sui social media: Vincenzo Cosenza all'Internet Motors 2012

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Una ricerca presentata all'Internet Motors 2012 di Milano da Vincenzo Cosenza effettuata utilizzando i tool di Social Media Monitoring e Social Analytics di Blogmeter. Si analizzano le performance delle pagine Facebook e dei profili Twitter ufficiali dei brand del settore automobilistico e il buzz generato dagli utenti sui social media.

Published in: Automotive
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I brand automotive sui social media: Vincenzo Cosenza all'Internet Motors 2012

  1. 1. I brand automotive sui social media Vincenzo Cosenza
  2. 2. Metodologia• Oggetto dell’analisi: 32 brand Automotive nel mercato italiano• Periodo • Conversazioni online: 01 agosto 2012 – 31 ottobre 2012 • Facebook: 01 maggio 2012 – 31 ottobre 2012 • Twitter: 08 ottobre 2012 – 07 novembre 2012• Obiettivi • Rilevare le menzioni online • Confrontare le performance delle pagine ufficiali Twitter e Facebook (con l’esclusione delle pagine dedicate ai prodotti/iniziative)• Strumenti • Piattaforma BlogMeter Web Listening • Piattaforma BlogMeter Social AnalyticsVincenzo CosenzaI brand automotive sui social media
  3. 3. Share of voice sul web815.284conversazionianalizzate Vincenzo Cosenza I brand automotive sui social media
  4. 4. Trend Licenziamenti in Fiat Marchionne su Firenze Preview Nuova Golf VIIVincenzo CosenzaI brand automotive sui social media
  5. 5. Temi di conversazioneVincenzo CosenzaI brand automotive sui social media
  6. 6. Fonti1.089fontianalizzate Vincenzo Cosenza I brand automotive sui social media
  7. 7. Social Network Facebook Twitter • 4 marchi su 32 non hanno una pagina ufficiale su Facebook • La metà dei brand non utilizza TwitterVincenzo CosenzaI brand automotive sui social media
  8. 8. Twitter Followers (Top 10)Vincenzo CosenzaI brand automotive sui social media
  9. 9. Twitter Mentions (Top 10)Vincenzo CosenzaI brand automotive sui social media
  10. 10. Twitter Total Impressions (Top 10)Vincenzo CosenzaI brand automotive sui social media
  11. 11. Facebook FansVincenzo CosenzaI brand automotive sui social media
  12. 12. Facebook Engagement Brand Fan Total Engagement Page Engagement Audi 412.272 390.441 7,1 Alfa Romeo 407.810 411.965 5,8 BMW 381.060 138.483 2,0 Fiat 373.230 166.253 2,7 Abarth 328.150 131.790 2,4 Citroën Italia 247.373 35.036 0,9 Volkswagen 242.943 132.352 3,9 Ford 205.078 94.974 3,6 Peugeot 176.436 44.004 1,5 Mini Italia 165.208 86.833 3,8 Kia Motors 147.347 20.083 0,8 Lancia 123.403 37.983 1,7 Toyota 108.286 30.065 1,9 I colori giallo, argento e bronzo rappresentano rispettivamente le prime tre posizioni di performanceVincenzo CosenzaI brand automotive sui social media
  13. 13. I post più engaging Total Engagement: 25.834 Likes:19.568 Condivisioni: 5.658 Commenti: 608 Total Engagement: 13.664 Likes: 5.201 Condivisioni: 7.943 Commenti: 520Vincenzo CosenzaI brand automotive sui social media
  14. 14. Facebook Response Time Brand Response Time (media) Risposte Response rate Alfa Romeo 10h 09m 143 6% Chevrolet 10h 20m 205 48% Fiat 17h 26m 764 18% Abarth 19h 39m 159 20% Mazda 20h 33m 106 28% Ford 21h 42m 187 12% Seat 22h 31m 119 28% Kia Italia 25h 48m 140 37% Citroën 27h 47m 112 28% Renault 35h 20m 108 24% In tabella soltanto i profili Facebook che hanno dato più di 100 risposte (nel lasso di tempo considerato). I colori giallo, argento e bronzo rappresentano rispettivamente le prime tre posizioni di performanceVincenzo CosenzaI brand automotive sui social media
  15. 15. Blogmeter Social Engagement MapPer una migliore lettura sono stati esclusi i brand con minor numero di fan ed engagement
  16. 16. Grazie per l’attenzione Blogmeter.it marketing@blogmeter.itt

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