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VVC Social Media Marketing metrics and data

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VVC Social Media Marketing metrics and data

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VVC Social Media Marketing metrics and data

  1. 1. La coda lunga del turismoVoglio Vivere Così Case History
  2. 2. VOGLIO VIVERE COSI’ “CAMPAIGN”A UNIQUE COMMUNICATION PROGRAM Airport + Press Museums TV Web ADV Mobile Social Media
  3. 3. MONITORAGGIOCONVERSAZIONI Conversazioni analizzate* (temi relativi al “brand” Toscana) 315,268 *negli primi 6 mesi
  4. 4. TRAVEL choice INFLUENCER Recensioni in OTA Foto 51 Recensioni Video Travel blog Social Media 43 33 28 22 22 Fonte: PhoCusWrights Consumer Travel Report, maggio 2009 5
  5. 5. Long Tail Percezione del valoreMercati di massa Massa di Mercati 6
  6. 6. definizione KPI Key Performance Indicator Incremento visite, incremento buzz relativo al Brand Awareness brand sui social media, incremento fan, incremento rank SEO, incremento link, ecc.... Visualizzazione contenuti sui social media, tempo permanenza sui sito, frequenza di Brand Engagement rimbalzo, numero di condivisioni contenuti, commenti, ecc.... Vendite, interazioni SM con customer User Actions* service, interazioni SM con HR, ecc....* ogni azione deve prevedere, a livello si strategia, anche la definizione di specifici KPI. Ogni azienda può prevedere differenti KPI
  7. 7. 84% delle aziende non misura...Professionals Worlwide WhoMeasure the ROI of Their SocialMedia* Programs, August 2009(% of respondents)* includes blogs, chat, discussion Measureboards, microblogs, podcast,ratings, social networks, video- 16%sharing, wikis, etc. Do not measure 84% Source: Mzinga and Babson Executive Education, “Social Software in Business” September 8, 2009 via: www.emarketer.com
  8. 8. Tuscany+La prima app AugmentedReality pensata per il turismo 15.000 oltre downloads
  9. 9. Visit Tuscanyon Foursquarela prima brand page in Italiadel nuovo social network mobile4.000 300 100 followers todo’s tips
  10. 10. Mobile AppsVVC Card & Gamesuniversali, multipiattaforma e gratuite oltre150.000 downloads
  11. 11. RISULTATI ?al 30/01/2010
  12. 12. Audience totale della campagna 300 225 241 M all’interno di 787 fonti tra siti, blog, canali social media 210 220 241 149 159 150 128 82 75 0 mar apr lug sett ott nov genesposizione seeding audience (milioni di persone)totale
  13. 13. 17.515contenuti originali creatiall’interno di 50 presidi tematici social media
  14. 14. +35.000 interazioni con gli utenti
  15. 15. Participation Inequality
  16. 16. 179.585 visualizzazioni fan page 26.064 fan 22.757 interazioni con gli utenti 1.000.000 100.000 10.000 1.000 gen apr lug ott gen FB fans FB interactions FB viewsfacebook
  17. 17. 4.908 mentions, retweets e replies 9.317 followers 10.000 7.500 5.000 2.500 0 gen feb mar apr mag giu lug ago sett ott nov dic gen TW followers TW mentionstwitter
  18. 18. 235.315 visualizzazioni video 76.328 visualizzazioni mappe 127.900 visualizzazioni foto 300.000 225.000 150.000 75.000 0 gen feb mar apr mag giu lug ago sett ott nov dic genmultimedia YT views Flickr views Googlemaps views
  19. 19. 1Le attività editoriali Social Media portano ad una crescita lenta, organica e duratura della visibilità dei contenuti e della Brand Awareness.
  20. 20. 2 L’efficacia dell’attività Social Mediamigliora esponenzialmente quando in sinergia con eventi e iniziative dicomunicazione di tipo tradizionale.
  21. 21. 3E’ necessario che tutti gli attori coinvolti, pubblici e privati, facciano sistema.
  22. 22. ricerche su Google con keyword attinenti alla Toscana +23%
  23. 23. La popolarità online della Regione Toscana attraverso Blog, Social Media e News Site Nel grafico: l’andamento della Regione Toscana attraverso la query “Tuscany” dal 1 Novembre 2009 al 1 Maggio 2010. Fonte: SysomosBUZZ
  24. 24. -4,7%media turismo in Italia fonte IRPET 2009
  25. 25. -0,7%media turismo in Toscana fonte IRPET 2009
  26. 26. STRUMENTI E METRICHE SM
  27. 27. FACEBOOKStrumento di misurazione: Facebook insights, Facebook campaign managerMetriche: numero fan, numero pagine viste fan page, interazioni, numero aggiornamenti, numero impressions ADVTWITTERStrumento di misurazione: manualeMetriche: followers, following, numero di aggiornamenti, interazioniBLOGStrumento di misurazione: Google AnalyticsMetriche: visite, pagine visteYOUTUBEStrumento di misurazione: Analytics interno a YoutubeMetriche: visualizzazioni, preferenze, votiFOURSQUAREStrumento di misurazione: FoursquareMetriche: numero amici, numero tipsGOOGLE MAPSStrumento di misurazione: Analytics interno a Google MapsMetriche: visualizzazioniMISURAZIONE CLICKStrumento di misurazione: HootsuiteMetriche: click su short URL, provenienza utentiSEEDING BLOGStrumento di misurazione: mydnstats.comMetriche: visite stimate mensili siti dove viene effettuato seedingREPORTISTICA INTERNAStrumento di misurazione: manualeMetriche: numero totale contenuti prodotti, suddivisone canali, reactions, commenti, luoghi dove viene effettuato seeding strumenti & metriche
  28. 28. domande?Mirko Lalli - Fondazione Sistema Toscanahttp://flavors.me/mkl

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