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Digital Resonance Tracker™
STANDARD IN SOCIAL MEDIA ANALISYS

Banking

Presentazione del progetto – Febbraio 2014

Duepunt...
La mission

Duepuntozero DOXA 2014
Listening della rete oggi
Gli strumenti mancano di metodo
Non ci sono standard condivisi
Gli insight sono difficili da pro...
Un numero in azienda
è una cosa seria!

4
Duepuntozero DOXA 2014
Classifiche, pozioni magiche,
sensazionalismi: cosa manca?
Occorre processare i dati
secondo frame concettuali di
ricerca ...
Un esempio concreto: Barilla&Gay
Oltre 21,5K post

1°gg

2°gg
3°gg

Oggi: 3-5 post al gg

Uno dei casi mediatici più discu...
Digital Resonance Tracker™
Il PRIMO a fornire:
STANDARD METODOLOGICI DI ANALISI DEL WEB 2.0.

MISURE SINTETICHE DI INFLUEN...
I nostri supporti nella
Social Media Analysis
SMA Architecture

Consumer
Insights

Competitive
intelligence

Social
Media
...
I benefit dello strumento

Duepuntozero DOXA 2014
I benefit di Digital Resonance Tracker™
Dati puliti e
rigorosamente
analizzati

Affidabilità

Actionability

Risultati imm...
Le reason why
1

Query intelligenti

No keyword «pigliatutto»!

2

Copertura fonti

Non solo Facebook e Twitter!

3

Meta ...
Il tool: Tracx

Duepuntozero DOXA 2014
Socializing The
Enterprise

Duepuntozero DOXA 2014
is a next generation social
enterprise platform that empowers brands
to manage, optimize
and monetize their business.

14
...
Product Roadmap (NDA)
Q4 2013

2014

• Predictive Analytics
• IBM Core metrics integration
• Entity based sentiment

• Geo...
L’architettura di
Digital Resonance Tacker™

Duepuntozero DOXA 2014
Perchè Tracx?
DATA
CAPTURE

COPERTUR
A FONTI

QUALITA’
DATO

QUERY
BUILDER

METRICHE
E
METADATI

ANALISI
SENTIMENT
AUTOMAT...
Oltre al crawling
SETUP

RACCOLTA

ANALISI

REPORT

Update paniere
fonti
Sistema di query
Training motore di
sentiment

Il...
Digital Resonance Tracker™
nel concreto: il banking

Duepuntozero DOXA 2014
Gli attori del settore: i volumi
14.000
12.000

Raw Volumes per brand
(Gennaio 2014)

10.000
8.000

6.000
4.000

Interacti...
What do we learn?
La scelta delle unità minime di
analisi è fondamentale per la lettura
dei dati della rete.

21
Duepuntoz...
Non solo post
Post originario

(es. articolo blog, post su Facebook, un tweet…)

Like/
Preferiti

Share /
Retweet

Comment...
Resonance
La resonance corrisponde al
volume di conversazioni ponderato
rispetto alla sua capacità di
influenza in rete.

...
L’algoritmo di influenza in rete
Una funzione di 4 fattori:

ƒ [Volumes, Virality, Impact, Permanence]
Numero di post nel
...
Dai volumi alla resonance
16.000
14.000
12.000
10.000

Volumi grezzi (post) vs. Resonance
(Gennaio 2014)
Post

Resonance

...
Le dimensioni della resonance
permanenza
INFLUENCERS’
CONSUMER
MESSAGES
PERCEPTIONS
Post di key
opinion leaders

topTOdown...
La resonance nel banking
Le componenti della resonance nel banking
(Totale settore - Valori % - Gennaio 2014)

Trend delle...
La resonance e i brand
Dimensioni della resonance, per brand
(Valori assoluti - Gennaio 2014)
0

5.000

10.000

Dimensioni...
What do we learn?
L’intelligence sui dati social è:
-

-

affidabilità del dato
capacità diagnostica
- actionability

Le d...
Lo stato delle properties
Followers – Twitter
Properties

Fan Base - Facebook
Properties
Fan Totali

Nuovi Follower Gennai...
What do we learn?
La resonance è frutto
di dinamiche composite.
Si distribuisce
tra open web
e properties ufficiali.
31
Du...
E il sentiment?
Non ce ne siamo dimenticati!
Ma, occorre andare oltre!
32
Duepuntozero DOXA 2014
Non solo “positivo” e “negativo”
Un post molto negativo MA con
bassa resonance
VALE PIU’ O MENO
di un post meno negativo M...
Sentiment ponderato: Resonance+
Resonance+
(Totale Settore - Valori % - Gennaio 2014)
7

17

Detractor
Speaker
Supporter
7...
Resonance+ : cosa è
Resonance+ corrisponde al
sentiment ponderato
sulla base della sua resonance.
Ovvero,
rappresenta la v...
Le dimensioni della Resonance+
Resonance+ per dimensioni
(Totale Settore - valori % - Gennaio 2014)
Influencers message

C...
L’adesione

Duepuntozero DOXA 2014
Cosa riceve il Sottoscrittore
Settimanalmente (ogni lunedì pomeriggio) i sottoscrittori riceveranno un report della
settim...
La road map di Digital Resonance Tracker™
Q1 2014: lancio Digital Resonance Tracker™ per il banking
Q2 2014: lancio Digita...
Grazie dell’attenzione!

Digital Resonance Tracker™
STANDARD IN SOCIAL MEDIA ANALISYS

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Digital Resonance Tracker™

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Mercoledì 12 febbraio 2014 Duepuntozero DOXA ha lanciato Digital Resonance Tracker™, il primo progetto in Italia che definisce gli standard metodologici dell'analisi del web 2.0.
Il progetto prevede focus su diverse industry: si parte con il banking.
Digital Resonance Tracker™ si fonda su una metodo ad hoc per misurare e monitorare la resonance del buzz sui brand online. Un approccio che consente di andare oltre i concetti di volume e sentiment, in una visione di benchmark.

Published in: Social Media
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Digital Resonance Tracker™

  1. 1. Digital Resonance Tracker™ STANDARD IN SOCIAL MEDIA ANALISYS Banking Presentazione del progetto – Febbraio 2014 Duepuntozero DOXA 2014
  2. 2. La mission Duepuntozero DOXA 2014
  3. 3. Listening della rete oggi Gli strumenti mancano di metodo Non ci sono standard condivisi Gli insight sono difficili da produrre Rilevanza Qualità 3 Duepuntozero DOXA 2014
  4. 4. Un numero in azienda è una cosa seria! 4 Duepuntozero DOXA 2014
  5. 5. Classifiche, pozioni magiche, sensazionalismi: cosa manca? Occorre processare i dati secondo frame concettuali di ricerca di mercato, basati su studi, pratiche, R&D di chi studia le dinamiche sociali da oltre 10 anni 5 Duepuntozero DOXA 2014
  6. 6. Un esempio concreto: Barilla&Gay Oltre 21,5K post 1°gg 2°gg 3°gg Oggi: 3-5 post al gg Uno dei casi mediatici più discussi di questo anno in rete è durato 3 giorni, prevalentemente su piattaforme ad alta volatilità Duepuntozero DOXA 2014 6
  7. 7. Digital Resonance Tracker™ Il PRIMO a fornire: STANDARD METODOLOGICI DI ANALISI DEL WEB 2.0. MISURE SINTETICHE DI INFLUENCE E RESONANCE. INTEGRAZIONE KPI OPEN WEB CON PROPERTIES. BENCHMARK DI MERCATO. 7 Duepuntozero DOXA 2014
  8. 8. I nostri supporti nella Social Media Analysis SMA Architecture Consumer Insights Competitive intelligence Social Media Analysis Corporate Reputation/ Brand Image Brand performance • Design e set-up sistema di SMA in home Intervento su strumento interno • Implementazione ad hoc, analisi e ricerca Digital Resonance Tracker™ Supporto “full service” • Set-up, crawling, analisi, ricerca Benchmark e scenario ad integrazione ricerche ad hoc. Guida interna alla lettura delle ricerche ad hoc. Strumento standing alone. 8 Duepuntozero DOXA 2014
  9. 9. I benefit dello strumento Duepuntozero DOXA 2014
  10. 10. I benefit di Digital Resonance Tracker™ Dati puliti e rigorosamente analizzati Affidabilità Actionability Risultati immediatamente utilizzabili dall’azienda 10 Duepuntozero DOXA 2014
  11. 11. Le reason why 1 Query intelligenti No keyword «pigliatutto»! 2 Copertura fonti Non solo Facebook e Twitter! 3 Meta dati Non solo il messaggio! 4 Calcolo resonance Oltre i volumi! 5 Frame concettuale Comprendere, non ascoltare! 6 Operatività L’utilità per funzioni aziendali! 11 Duepuntozero DOXA 2014
  12. 12. Il tool: Tracx Duepuntozero DOXA 2014
  13. 13. Socializing The Enterprise Duepuntozero DOXA 2014
  14. 14. is a next generation social enterprise platform that empowers brands to manage, optimize and monetize their business. 14 Duepuntozero DOXA 2014
  15. 15. Product Roadmap (NDA) Q4 2013 2014 • Predictive Analytics • IBM Core metrics integration • Entity based sentiment • Geo-Social insights & workflows • Customer Care dashboard (NPS) • Social Discovery Engine • Social Leads Conversion • Campaign success measurement • Kenshoo integration • Social Leads Automation • Brand Health Index • Marketing automation integration • Mobile App • Community Manager dashboard • Salesforce integration • Social Resource Planning • ROI Calculator • Additional CRM (SAP, Oracle) • Global coverage – Russia & China • LinkedIn expansion • Flickr groups • Global coverage – Brazil, Japan and more • Propensity Models 15 Duepuntozero DOXA 2014
  16. 16. L’architettura di Digital Resonance Tacker™ Duepuntozero DOXA 2014
  17. 17. Perchè Tracx? DATA CAPTURE COPERTUR A FONTI QUALITA’ DATO QUERY BUILDER METRICHE E METADATI ANALISI SENTIMENT AUTOMATICO QUALITA’ EXPORT ACCESSO API STABILITA’ TECNOLOGICA A ✪✪✪✪✪ ✪✪✪✪✪ ✪✪✪✪✪ ✪ ✪✪✪ ✪✪ ✪✪✪ - ✪✪✪ TRACX ✪✪✪✪✪ ✪✪✪✪✪ ✪✪✪✪✪ ✪✪✪✪✪ ✪✪✪✪✪ ✪✪✪✪ ✪✪✪✪✪ ✪✪✪✪✪ ✪✪✪✪✪ B ✪✪✪✪ ✪✪✪ ✪✪✪ ✪✪✪✪✪ ✪✪✪✪ ✪✪✪ ✪✪✪✪✪ ✪✪✪✪✪ ✪✪✪✪✪ C ✪✪✪✪ ✪✪✪ ✪✪✪ ✪✪✪ ✪✪✪✪ - ✪✪✪✪✪ - ✪✪✪✪ D ✪✪✪✪ ✪✪ ✪✪ ✪✪ ✪✪✪ - ✪✪ - ✪✪✪✪ E ✪ ✪ ✪✪✪✪ ✪ - - ✪✪ - ✪✪ F ✪ ✪ ✪✪✪ ✪ - - ✪✪ - ✪ G ✪ ✪ ✪✪✪ ✪ - - ✪✪ - ✪ H ✪ ✪✪ ✪✪✪ ✪ - - ✪✪ - ✪ 17 Duepuntozero DOXA 2014
  18. 18. Oltre al crawling SETUP RACCOLTA ANALISI REPORT Update paniere fonti Sistema di query Training motore di sentiment Il software di crawling dei dati: Tracx Individuazioni KPI SAS per le elaborazioni statistiche e la creazione degli indici Report settimanali di benckmark e di focus sul brand Impostazione algoritmi di analisi 18 Duepuntozero DOXA 2014
  19. 19. Digital Resonance Tracker™ nel concreto: il banking Duepuntozero DOXA 2014
  20. 20. Gli attori del settore: i volumi 14.000 12.000 Raw Volumes per brand (Gennaio 2014) 10.000 8.000 6.000 4.000 Interaction 2.000 Post Conversation 0 20 Duepuntozero DOXA 2014
  21. 21. What do we learn? La scelta delle unità minime di analisi è fondamentale per la lettura dei dati della rete. 21 Duepuntozero DOXA 2014
  22. 22. Non solo post Post originario (es. articolo blog, post su Facebook, un tweet…) Like/ Preferiti Share / Retweet Commenti /Reply FATTORI DI ELABORAZIONE =POST/FONTE/IMPATTO 22 Duepuntozero DOXA 2014
  23. 23. Resonance La resonance corrisponde al volume di conversazioni ponderato rispetto alla sua capacità di influenza in rete. 23 Duepuntozero DOXA 2014
  24. 24. L’algoritmo di influenza in rete Una funzione di 4 fattori: ƒ [Volumes, Virality, Impact, Permanence] Numero di post nel periodo (somma ponderata del volume di risposta ad un sistema articolato di query) Tipologia di fonte Numero di condivisioni Reazione suscitata (i.e. share, retweet, …) (rilevanza del tipo di fonte e sua volatilità) (i.e. comments, likes, risposte, …) LA MISURA DELLA RESONANCE 24 Duepuntozero DOXA 2014
  25. 25. Dai volumi alla resonance 16.000 14.000 12.000 10.000 Volumi grezzi (post) vs. Resonance (Gennaio 2014) Post Resonance 8.000 6.000 4.000 2.000 0 25 Duepuntozero DOXA 2014
  26. 26. Le dimensioni della resonance permanenza INFLUENCERS’ CONSUMER MESSAGES PERCEPTIONS Post di key opinion leaders topTOdown Discussioni e opinioni Digital Resonance Attività delle pagine ufficiali BRAND ENGAGEMENT volatilità peerTOpeer Movimenti ad alta volatilità BUZZING 26 Duepuntozero DOXA 2014
  27. 27. La resonance nel banking Le componenti della resonance nel banking (Totale settore - Valori % - Gennaio 2014) Trend delle componenti della resonance (Totale Banking - Gennaio 2014) 3.000 Brand engagement Buzzing Consumer perception Influencers message 2.500 7 38 14 2.000 1.500 1.000 500 Brand engagement Buzzing Consumer perception Influencers message 31-gen 29-gen 27-gen 25-gen 23-gen 21-gen 19-gen 17-gen 15-gen 13-gen 11-gen 09-gen 07-gen 05-gen 03-gen 0 01-gen 41 Picco sul buzzing legato all’approvazione del decreto IMU-Bankitalia. Coinvolte nel buzz soprattutto: Intesa Sanpaolo, Unicredit, MPS e Carige 27 Duepuntozero DOXA 2014
  28. 28. La resonance e i brand Dimensioni della resonance, per brand (Valori assoluti - Gennaio 2014) 0 5.000 10.000 Dimensioni resonance per brand (Valori % - Gennaio 2014) 15.000 MPS MPS Unicredit Unicredit Intesa Sanpaolo Intesa Sanpaolo Banco Popolare Banco Popolare Fineco Mediobanca Brand engagement Mediobanca Buzzing Mediolanum Mediolanum Carige BNL CheBanca! Fineco Carige Consumer perception BNL Influencers message CheBanca! ING Direct ING Direct Cariparma Cariparma Credem Credem 0% Duepuntozero DOXA 2014 20% 40% 60% 80% 100% 28
  29. 29. What do we learn? L’intelligence sui dati social è: - - affidabilità del dato capacità diagnostica - actionability Le dimensioni della resonance attivano (e misurano…) diverse funzioni aziendali. 29 Duepuntozero DOXA 2014
  30. 30. Lo stato delle properties Followers – Twitter Properties Fan Base - Facebook Properties Fan Totali Nuovi Follower Gennaio Nuovi Fan Gennaio Follower Totali 300.000 250.000 200.000 7.000 6.000 5.000 150.000 4.000 100.000 3.000 50.000 0 2.000 1.000 0 Rilevazione al 5 febbraio 2014 Duepuntozero DOXA 2014 Iscrizioni - Youtube Channels Iscrizioni totali Nuove iscrizioni 2.000 1.800 1.600 1.400 1.200 1.000 800 600 400 200 0 30
  31. 31. What do we learn? La resonance è frutto di dinamiche composite. Si distribuisce tra open web e properties ufficiali. 31 Duepuntozero DOXA 2014
  32. 32. E il sentiment? Non ce ne siamo dimenticati! Ma, occorre andare oltre! 32 Duepuntozero DOXA 2014
  33. 33. Non solo “positivo” e “negativo” Un post molto negativo MA con bassa resonance VALE PIU’ O MENO di un post meno negativo MA con alta resonance? Occorre ponderare il sentiment per la sua resonance, alla stregua di quanto fatto per i volumi. 33 Duepuntozero DOXA 2014
  34. 34. Sentiment ponderato: Resonance+ Resonance+ (Totale Settore - Valori % - Gennaio 2014) 7 17 Detractor Speaker Supporter 76 34 Duepuntozero DOXA 2014
  35. 35. Resonance+ : cosa è Resonance+ corrisponde al sentiment ponderato sulla base della sua resonance. Ovvero, rappresenta la valenza o polarizzazione della resonance. - Detractor > la porzione della resonance a valenza negativa. Speaker > la porzione della resonance a valenza neutra. - Supporter > la porzione della resonance a valenza positiva. 35 Duepuntozero DOXA 2014
  36. 36. Le dimensioni della Resonance+ Resonance+ per dimensioni (Totale Settore - valori % - Gennaio 2014) Influencers message Consumer perception Detractor Speaker Buzzing Supporter Brand engagement 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 36 Duepuntozero DOXA 2014
  37. 37. L’adesione Duepuntozero DOXA 2014
  38. 38. Cosa riceve il Sottoscrittore Settimanalmente (ogni lunedì pomeriggio) i sottoscrittori riceveranno un report della settimana precedente (lunedì-domenica) in pdf contenente: Dati di benchmark: Focus sul proprio brand:  Volumi di settore e brand  Trend giornaliero della resonance  Resonance settore e brand  Dimensioni della resonance e trend  Trend della resonance  Analisi dei picchi di resonance: link  Dimensioni della resonance per attivi alle top discussioni settore e per brand  Top territori e autori della resonance  Confronto stato properties  Analisi della Resonance+  Confronto Resonance+ 38 Duepuntozero DOXA 2014
  39. 39. La road map di Digital Resonance Tracker™ Q1 2014: lancio Digital Resonance Tracker™ per il banking Q2 2014: lancio Digital Resonance Tracker™ per due nuove industry Q3 2014: nuova release Digital Resonance Tracker™ con dashboarding interattiva e update dati giornaliero Q4 2014: lancio Digital Resonance Tracker™ per ulteriori due industry 39 Duepuntozero DOXA 2014
  40. 40. Grazie dell’attenzione! Digital Resonance Tracker™ STANDARD IN SOCIAL MEDIA ANALISYS Per informazioni sulle modalità di adesione: info@duepuntozeroresearch.it 40 Duepuntozero DOXA 2014

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