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Confrontare engagement nei social media

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Metodi per confrontare l'andamento dell'engagement su più social media. Materiale presentato ad evento "Engagement Content Marketing" del 12 novembre 2016 a Milano. Analisi di grafici, analisi di trend, scrittura di rapporti.

Published in: Social Media
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Confrontare engagement nei social media

  1. 1. Confrontare l’andamento dell’engagement su più social media Roberto Marmo Università di Pavia, Facoltà di Ingegneria www.robertomarmo.net info@robertomarmo.net su Facebook, Twitter, Linkedin, Slideshare
  2. 2. Roberto Marmo - Confrontare andamento engagement su più social media 2 Problema usare vari social media può migliorare i risultati grazie all’aumento dei punti di contatto però • ogni social media ha caratteristiche diverse • bisogna diversificare la presenza • i costi aumentano
  3. 3. Roberto Marmo - Confrontare andamento engagement su più social media 3 Problema • esistono numerosi strumenti di misura e calcolo dell’efficacia dei contenuti, da usare per migliorare le prestazioni però ogni strumento di misura: • ha caratteristiche diverse • non si integra con gli altri • richiede competenze specifiche • va pianificato fin dall’inizio delle attività • va usato costantemente durante ogni attività
  4. 4. Roberto Marmo - Confrontare andamento engagement su più social media 4 Soluzione confrontare l’andamento dell’engagement su più social media cross-channel social media measurement strumenti disponibili: •servizi di analisi forniti dai social media •servizi di terze parti, esempio Simplymeasured •motori di ricerca •fogli di calcolo per attività manuale e creare la propria soluzione
  5. 5. Roberto Marmo - Confrontare andamento engagement su più social media 5 Soluzione per confrontare Usare un foglio di calcolo e questi passi: • definire cosa misurare • identificare metriche comparabili • preparare i dati • fare grafici e analizzarli • fare previsioni sull’andamento futuro • analisi post diffusi • analisi concorrenza • rapporto conclusivo
  6. 6. Roberto Marmo - Confrontare andamento engagement su più social media 6 1. definire cosa misurare • servono valori numerici e con quale precisione oppure tendenze e confronti? • per quanto tempo si può misurare? • quale obiettivo? – diffusione dei contenuti – interazione con i contenuti – lead generation – aumento fatturato – altre necessità
  7. 7. Roberto Marmo - Confrontare andamento engagement su più social media 7 2. identificare metriche comparabili Facebook Twitter Instagram YouTube Likes Favorite Comment Views Comments Retweet Like Like Shares Replies Mentions Comment Wall Posts Mentions Shares Replies @Mentions Views Private Message Direct Message
  8. 8. Roberto Marmo - Confrontare andamento engagement su più social media 8 3. preparare i dati 1. scegliere un sistema per estrarre dati, esempio Facebook Insight 2. scegliere i dati di interesse 3. esportare i dati in formato XLS o CSV 4. caricare i dati nel foglio elettronico
  9. 9. Roberto Marmo - Confrontare andamento engagement su più social media 9 4. fare grafici e analizzarli • asse Y uguale per tutti i social scelti • colore della linea indica importanza del social
  10. 10. Roberto Marmo - Confrontare andamento engagement su più social media 10 4. fare grafici e analizzarli • asse Y diverso secondo il social scelto • colore della linea indica importanza del social • uso di asse principale e secondario
  11. 11. Roberto Marmo - Confrontare andamento engagement su più social media 11 4. fare grafici e analizzarli • ritardo di attivazione, quale social media risponde subito agli stimoli immessi • giorno 1 avvio attività su tutti i social media • il social media in colore rosso genera subito più commenti rispetto a quello in colore giallo
  12. 12. Roberto Marmo - Confrontare andamento engagement su più social media 12 4. fare grafici e analizzarli • differenza di attivazione, quale social media risponde in modo maggiore agli stimoli immessi • giorno 1 avvio attività su tutti i social media • il social media in colore rosso genera più commenti rispetto a quello in colore giallo
  13. 13. Roberto Marmo - Confrontare andamento engagement su più social media 13 4. fare grafici e analizzarli • tempo di propagazione: in quale social media le attività durano per maggior tempo prima di subire una drastica riduzione • punto di rimbalzo • le attività in colore rosso raggiungono un minimo il giorno 5 poi aumentano
  14. 14. Roberto Marmo - Confrontare andamento engagement su più social media 14 4. fare grafici e analizzarli • engagement ottenuto rispetto al numero di utenti esistenti • nei confronti non fa escludere social media con pochi utenti ma molto attivi
  15. 15. Roberto Marmo - Confrontare andamento engagement su più social media 15 4. fare grafici e analizzarli • confronto quantità post creati per ogni giorno
  16. 16. Roberto Marmo - Confrontare andamento engagement su più social media 16 4. fare grafici e analizzarli • confronto tipologia di post creati
  17. 17. Roberto Marmo - Confrontare andamento engagement su più social media 17 4. fare grafici e analizzarli altre proposte di confronto per ogni social media: • sentiment analysis • engagement durante le 24 ore e nella settimana • diffusione hashtag • area geografica coinvolta
  18. 18. Roberto Marmo - Confrontare andamento engagement su più social media 18 5. fare previsioni sull’andamento futuro Conosco numero di post fatti dal giorno 1 al 17, quanti post ci saranno al giorno 18? Usare linea di tendenza in Microsoft Excel 18
  19. 19. Roberto Marmo - Confrontare andamento engagement su più social media 19 6. analisi post diffusi • dall’analisi dei grafici si può ricavare quale materiale ha avuto maggiore o minore successo in ogni social media coinvolto • analisi caratteristiche di: –materiale creato –momento in cui c’è stata condivido –interazioni ricevute –persone coinvolte
  20. 20. Roberto Marmo - Confrontare andamento engagement su più social media 20 7. analisi concorrenza • capire dove i concorrenti sono più forti o deboli • capire cosa stanno preparando i concorrenti • si possono rifare gli stessi grafici con dati dei concorrenti: –la linea continua indica la nostra prestazione –la linea tratteggiata indica la prestazione del concorrente –trovare le differenze tra le linee
  21. 21. Roberto Marmo - Confrontare andamento engagement su più social media 21 8. rapporto conclusivo • fogli di calcolo e documento di testo in cui riportare il risultato dell’analisi per facilitare la decisione su quali azioni prendere • indicare la data scrittura • specificare fonte dati coinvolti e metodo analisi • indicare le tendenze di crescita o decrescita • facilitare confronti di risultati con colori e frecce • evidenziare le percentuali di cambiamento rispetto al passato e rispetto ai concorrenti
  22. 22. Roberto Marmo - Confrontare andamento engagement su più social media 22 Conclusioni •il confronto delle prestazioni nei social media usati permette di avere una bussola per navigare e raggiungere con soddisfazione gli obiettivi •è un confronto fattibile se: –si conoscono le tecniche di analisi e la tipologia di dati coinvolti –si sa interagire con i dati per trovare relazioni
  23. 23. Bibliografia Roberto Marmo - Confrontare andamento engagement su più social media 23 Ringrazio per la partecipazione www.robertomarmo.net info@robertomarmo.net

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