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

1. MRM for USI
Social Media: managing the complexity
November 2009

2. Agenda
Social Media anatomy
Social Media marketing
Some MRM social media cases
Resources
Q&A

3. Social Networks Anatomy

4. Social Networks are driven by
languages.

5. This is the main competitor of FB in
Germany

6. Many years before the rise of FB
STV dominated the German market

7. China’s leader is not Facebook

8. No Global leaders but locals…yet

9. In Brasil

10. In Korea

11. Filippine

12. Netherland

13. Facebook in italy: more than 12
milion users

14. But…

15. In 2012 Facebook may overcome
Google

16. The New Google?

17. Confusion 

18. Mobile Social networking

19. France Mobile SN

20. US Mobile SN

21. US Mobile SN

22. A section of the iTunes App Store

23. Let’s talk about vertical Social Networks

24. Business

25. US Business Social Network

26. German Business Social Network

27. France Business Social Network

28. Social media niches survive if they specialize

29. A travel social network (just
acquired by Nokia)

30. Nursery Social Networks

31. Patients SN

32. Kozarac: A SN helping refugees in
Bosnia

33. >5K Articles
1,2 milions registered users

34. 300 Translators and 130.000
registered users

35. A Restaurant guide that became a
SN

36. • Agencyscoop.com
A SN for ADV professionals

37. Meta-social network

38. A Meta-Social Network

39. Another Meta-Social Network
(Facebook just bought it)

40. A short overview of the Social Media Marketing Scenario
40

41. 41

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

44. 44

45. 45

46. 46

47. 47

48. 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

49. 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

51. 51
Everything
is so
complex that
usually
companies
avoid to
elaborate a
strategy.

52. 52
http://www.chr
isbrogan.com/
twelve-ways-
to-sell-social-
media-to-
your-boss/

53. Some MRM Cases

54. Campari

55. www.facebook.com/campari

56. Twitter.com/campari

58. Who is following Campari on Twitter ?

59. Introducing www.Twittersheep.com

61. At the moment only 250 users are following
Campari on Twitter. But they are very
interesting profiles…

62. 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”

64. Again, check this one
“Founder of TheLiquidMuse; Author of
Preggatinis: Mixology for the Mom-To-Be;
Mixology Consultant. Also see @Preggatinis,
@TheBubblyBride”

66. 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

68. See what this user wrote to Campari…
CRM opportunities?

69. Again…
PR opportunities?

70. Fico di Gazzenda

72. Managing a social media project means
constant monitoring and fast reacting

73. Checking several times a day the conversation on
Twitter with Tweetie

74. Do you want to know something more about
Social Media?
Here is who you should follow.

80. Conferences

83. THX!