L'offerta di AMCServices, sul Social CRM, processi, persone e piattaforme per una gestione completa dei clienti. Lead Generation, Social Sales, Analisi dei Prospect, Servizio Clienti di eccellenza.
L'offerta di AMCServices, sul Social CRM, processi, persone e piattaforme per una gestione completa dei clienti. Lead Generation, Social Sales, Analisi dei Prospect, Servizio Clienti di eccellenza.
Digital Transformation: Big Data, User Targeting ed Etica - Project Work Mast...Free Your Talent
Digital Transformation: Big Data, User Targeting ed Etica - Project Work a cura degli studenti del Master ISTUD in Marketing Management Alex Caruso, Federica Ferrara e Riccardo Pavesi
Digital Transformation: Big Data, User Targeting ed Etica - Project Work Mast...Free Your Talent
Digital Transformation: Big Data, User Targeting ed Etica - Project Work a cura degli studenti del Master ISTUD in Marketing Management Alex Caruso, Federica Ferrara e Riccardo Pavesi
Il corso di formazione, organizzato su 5 modulo, ha l'obiettivo di alfabetizzare funzionari sindacali, e rappresentanti delle piccole imprese, sull'uso istituzionale dei NEW MEDIA
Social media manager Executive program per professionisti e aziende - edizion...ifoasapereutile
Il fenomeno dei social media è in crescita in tutto il mondo: in Italia riguarda oltre 20 milioni di utenti, con un incremento di 3 milioni di persone solo nell’ultimo anno.
Sono due i principali player nell’arena social:
le persone che utilizzano i social media per condividere pensieri ed emozioni oltre a opinioni e informazioni su brand e prodotti;
le aziende che cercano occasioni di marketing analizzando il passaparola generato dagli utenti, alla ricerca di visibilità e di relazioni per garantirsi una buona reputazione online.
L’interazione tra questi due player avviene attraverso le piattaforme social: il Social Media Manager è il professionista che possiede le competenze per cogliere le opportunità offerte da tale fenomeno e finalizzarle in un risultato.
Lucia Sartori - Dai Big Data ai Relevant Data - Digital for BusinessCultura Digitale
I “Big Data” rappresentano una grande ricchezza offerta dal mondo digitale, ma anche un dedalo di informazioni in cui spesso è difficile districarsi ricostruendo senso e individuando opportunità di azione: Duepuntozero DOXA affronta il tema dal punto di vista di chi opera nell’ambito delle Ricerche e in particolare del Monitoraggio della rete e Social Media Analysis, illustrando metodi e processi specificatamente individuati per selezionare le informazioni rilevanti nel mare magnum della rete.
SMAU Milano 2019 - La vita dei dati per raggiungere gli obiettivi di business...Danilo Longoni
Perché le aziende devono arrivare all’utilizzo della Business Intelligence? E da dove bisogna partire?
La corretta lettura del dato, e delle informazioni, porta alla definizione e alla verifica degli obiettivi aziendali e alla possibilità di raggiungere un’elevata percentuale di successo di quest’ultimi.
Una delle principali cause di errore, e in alcuni casi di fallimento, di un’azienda è l’essersi posti degli obiettivi non specifici, misurabili, raggiungibili, realistici e determinati.
Il workshop ha l'obiettivo di mostrare come oggi sia possibile costruire un processo efficiente: per poter definire degli obiettivi raggiungibili è importante capire l’importanza dei dati. Viviamo in un’epoca in cui la mole dei dati raccolti, e che ancora si possono raccogliere, è incredibile. Ma come si fa? Che percorso deve fare il dato per essere raccolto, salvato e poi letto?
Come possiamo fare a raccogliere i nostri dati nel modo corretto, per poi essere trasformati in informazioni utili per la definizione e il raggiungimento dei nostri obiettivi? Qual è la vita più "sana” per i nostri dati per poter essere davvero utili?
Customer insight e social analytics. dai big data ai relevant dataFederico Capeci
La rivoluzione dei Big Data, esplosa con l’utilizzo sempre più esteso dei social network, consente per la prima volta alle aziende di ricercare e scoprire nuove opportunità attraverso l’analisi dei comportamenti di acquisto del clienti, della valutazione della percezione dei propri brand e prodotti, della valutazione del servizio alla propria clientela
RE(ACT) Community: a platform for the #RAREvolutionOpenKnowledge srl
The using of digital platforms can have a significant impact on the way rare diseases are diagnosed, studied, and treated, helping people with rare diseases connect to others worldwide. The RE(ACT) Community is human network born to share information and boost research about rare and orphan diseases. It has put at the heart of the #RAREvolution program the use of digital communication to empower the community of researchers working on rare diseases and to support them in connecting, learning and funding their projects as well as increasing awareness and advocacy for rare disease research.
More often than not, the investment in innovation fails to deliver the promised results. Everyone starts off excited. But after a while, we are all dressed up with nowhere to go. All paths up are different. Nevertheless, there’s a set of practices and principles that allow you to navigate through uncertainty faster in order to create value from ideas – starting today. In this session we will share with you how some of our forward-thinking customers are using innovation management to move their businesses forward.
B2B platform marketing strategy and inbound marketingOpenKnowledge srl
The speech will be focused on several case studies with a special deep dive on Inbound Marketing and Platform marketing strategies (Banca IFIS and SAS). The goal of the speech is to investigate how these strategies can help to reach brand awareness and lead generation thanks to digital marketing actions focused on the B2B market. The audience will learn about the best techniques to get engagement from the customers in the Platform Era.
The networks economy and the fourth industrial revolution - Enrica SighinolfiOpenKnowledge srl
WEF’s Founder, Klaus Schwab, defined the Fourth Industrial Revolution as the transformation of humankind led by technological innovations in the physical, digital, and biological spheres. Where can we see most of its economic and social value being created today? Networks. In this context, the recent decision by Microsoft to buy LinkedIn is a strategic choice made to have a voice amongst the Facebooks, given the fact that economic value and competitive advantage is now generated by networks. Opportunity Network is an invitation-only business connectivity platform that partners with banks to allow their top clients to seize business deals above $1M. The platform facilitates global connections. No middlemen are present; all members are decision makers. ON members can post and find Trade and M&A related opportunities. Opportunity Network currently has over 30k committed members from 78 countries and has hosted over $30 bn of deal flow.
Robotic process automation in Industry 4.0 - Andrea CasatiOpenKnowledge srl
After mechanization in 1790’s (first industrial revolution), mass production in 1900’s (second industrial revolution) and automated production in 1970’s (third industrial revolution), in the next five years we will see the rise of cyber-physical systems, the fourth industrial revolution. As part of the Industry 4.0, Robotic Process Automation (RPA) will radically change both backend and frontend enterprises infrastructures and processes leading to significant cost reduction, production increase and higher customer satisfaction. Hardware and software robots will be designed to augment human workflow making it more efficient and effective. Core enabler of the whole fourth industry revolution will be analytics, machine learning and artificial intelligence based on big data and IoT, all ready technologies now-a-days. After discussing some recent Bip’s case studies on machine learning and artificial intelligence technologies, the speech will focus RPA opportunities in Industry 4.0.
Born to protect: the storytelling and storydoing of Axa Italy in the social e...OpenKnowledge srl
The speech will concern on the evolution of ‘Born to Protect’, an international advertising campaign that has become an integrated project at local level, starting from being a storytelling and transforming itself into a storydoing. In fact, after the great success of the two previous editions, the hashtag #NatiPer has collected 328 innovative projects in 2016 and now it is ready to change its first aim, becoming a useful blog thought to support the Company’s positioning. The AXA Italy’s commitment for being a responsible company now is focused on new Generations. This goal can be achieved thanks to a storytelling that becomes a common thread that can help AXA Italy in joining several commitments: from the research financing for supporting startups, to the wide promotion of initiatives linked to art, culture and society. All these activities allowed AXA Italy in developing critical mass (storytelling) and a tangible social impact (storydoing), in harmony with the current social ecosystem.
The financial services industry is evolving. New players are challenging the incumbents with an extraordinary variety of products and services as has never happened before. Financial industry’s players must adequate strategies, products portfolio and services delivered according to the new wave of emerging customers’ behaviors. Recent analysis where showing that something very new and unexpected should be taken in great consideration. Something very “human”. In a world of digital services, ancestral humans behavior demands a service revolution.
SEA, in the last years, has focused its attention in using – day by day more – advanced and digital-centric communication tools and models. The arrival point of this digital transformation process will be a new digital workplace that has an important goal: becoming a unique digital interface, made to support communication, cooperation, knowledge sharing and internal processes. SEA talks about tangible objectives that are the main guidelines and the concrete evolution of this up to date communication model.
The speech focuses on digital innovation from the point of view of a pharmaceutical company: how technology can integrate the offer of drugs and therapeutic solutions for the healthcare and well-being of citizens. Last year the app I-nonni was presented as a Sanofi start-up project with the primary goal of connecting the older adults with relatives and health professionals, such as doctors and pharmacists, in an easy and effective way. This year the progress in the services offered will be presented, as well as a study proving the effectiveness of the digital fitness tool that we developed with the aim of training the cognitive abilities of older adults (and not only).
Why social analytics are different for the enterprise - Laurence Lock LeeOpenKnowledge srl
To date Social Analytics have been solely focussed on the consumer in a B2C context. The efforts have been led by marketers developing and sending brand content as social media into the consumer social channels of Facebook, twitter, Instagram and the like. With the rise of Enterprise Social Networking, enterprise social analytics approaches have simply been migrated from the consumer world and dominated by activity measures. By using online Yammer social networking data collected from over 20 enterprises worldwide, we show how these measures can work against Enterprise goals of collaboration, relationship building and Empowerment. Alternative measures centred on social cohesion provide the best indicator for Enterprise goal achievement.
Entrepreneurship in the exponential era - Michele CasucciOpenKnowledge srl
Platforms create value in a manner and to a degree that was unimaginable just 10 years ago. But they’re only one example of a new class of innovations, driven by technology, that offer today’s entrepreneurs the real-life equivalent of super powers. Exponential technologies like network computing systems and artificial intelligence are disrupting everything from how we fight the global scourge of counterfeiting to how we explore the universe. Entrepreneurs who harness these powers can do far more than good business: like superheroes, they can tackle the grandest challenges of our age.
Collective innovation: finding the right questions with co-design - Ivan OrtenziOpenKnowledge srl
In the first 10 years of our life, parents teach us to stay with the others, to learn, to share and to develop our empathy. They teach us to use different art forms, to test ourselves with sport and to learn new rules. Our parents encourage us to achieve, to risk, to fight our fears, to overcome our character and emotional barriers. Then suddenly we find ourselves behind a desk, behind a mountain of books and, for the following 15 years, obsessed with the ability to express a performance and with the ability to respond to specific questions finding the right answers. We forget our manual skills and the ability to design the world around us. Then we enter into the work ecosystem with this experiences. Today to address the exponential dynamics of our times and to draw success, Corporates need to rely on skills, methods and tools inspired to those we use during the first 10 years of life when our instinct drove us to ask questions in a continuos way. This is the key to change the corporate culture, to achieve new goals and to face the new paradigms of business. Corporates through collective innovation processes and co-design tools need to start to find the new right questions in order to find the new answers. They can no longer rely on the same answers they have proposed over the last years.
Do you sometimes feel like you’re drowning in marketing software? If you could channel Dr. McCoy from Star Trek, would you find yourself blurting out in frustration, “Damn it, Jim, I’m a marketer not an IT architect!” You’re not alone. Marketing has been overrun by software, and it’s changing the dynamics of profession in ways that can seem foreign and uncomfortable. But, as software developers might say, “This is actually a feature, not a bug.” Software gives marketers a greatly expanded creative palette to design memorable customer experience masterpieces — and the leverage to reach a much broader and more engaged audience with them. The secret to success, however, is not in the technology itself — but rather adapting marketing management to this new software-powered environment. In this presentation, marketing technologist Scott Brinker, author of the new book Hacking Marketing, will show you how.
Venezia: a user friendly city starts with design thinking - Alessandra PoggianiOpenKnowledge srl
Design thinking, simplicity, high-image / low-text, mobile responsiveness: these are the cornerstones of good interaction design and the principles that have been used for redesigning the City of Venice web presence to put users’ needs first. Single-sign-on digital services, news and social wall, e-commerce and all the info one may need to live and experience the city. There is no reason why e-gov web platforms should not be as simple and straight-forward as private sector sites are.
#Barillagoesdigital: the digital transformative journey - Alessandra ArdrizzoiaOpenKnowledge srl
Digital is now firmly part of every business. But even with technology being today an integral part of the organization and its strategy, it is people who will build the success in a world that continues to reinvent itself at an unprecedented rate. The Digital Transformation is all about people! #BarillagoesDigital is a journey that will transform Barilla into a fully Digital enterprise creating value for the Business and putting the Barilla people at the center of the transformation.
When did you stop reading email? New ways of enterprise collaboration - Thoma...OpenKnowledge srl
Everybody knows phrases like “did you get my email”, “Can you send me the latest version of the document?”, “I cannot access that information right now!”, “my inbox is full!” and many more very well, and honestly, when did you stop following all your email threads? In private we have fun using WhatsApp, skype, SMS, social media streams like facebook, xing, linkedin and share data through dropbox, iCloud and so on. Nevertheless, in business, we are writing, answering and forwarding complex emails with questionable distribution lists and gigabytes of redundant attachments. Thomas Becker will give an insight, how Document Future AG faces the challenge of improving internal and external communications and document sharing using a collaborative purely cloud based infrastructure.
From classified media to social classified network: goods' values and people ...OpenKnowledge srl
The world of classified media has changed in the last years: from a business focused on the object to a business focused on people. It has become more relevant the understanding of which is the user base, which are its wishes and values. The Data insights are the key for a social classified network.
From classified media to social classified network: goods' values and people ...
From big data to insights: Social Media analytics and actionables – Emanuela Zaccone
1. GRUPPO TELECOM ITALIA
Social Business Forum
Milano, 5 giugno 2012
Dai big data agli insights
Social Media analytics ed actionables
EMANUELA ZACCONE
Corporate Communication
Corporate Identity, Ricerche & Digital Identity
Brand Strategy e Ricerche
2. Dai big data agli insights
Social Media analytics ed actionables
24 ore su Internet
► Le numerose attività che
implicano l’uso di Internet
occupano in modo crescente
il tempo che dedichiamo loro
quotidianamente
► L’accesso e l’uso dei Social
sono le attività su cui si
spende il maggior tempo
Fonte: Business Insider – Infografica di MBAonline.com durante la navigazione
Corporate Communication – Corporate Identity, Ricerche & Digital Identity - Brand Strategy e Ricerche 2
3. Dai big data agli insights
Social Media analytics ed actionables
60’’ su Internet
Fonte: Intel
Corporate Communication – Corporate Identity, Ricerche & Digital Identity - Brand Strategy e Ricerche 3
4. Dai big data agli insights
Social Media analytics ed actionables
Social Media: perché esserci?
► Brand reputation
► Creazione di loyalty
► Fidelizzazione degli utenti
► Target
► Canale di comunicazione: low cost, high impact
► Feedback
► Sentiment
► Uso prodotti
► Comparazione
► CRM
► Generazione di impressions: awareness
► Acquisizione di posizioni competitive
► Performance tracking e forecasting
Corporate Communication – Corporate Identity, Ricerche & Digital Identity - Brand Strategy e Ricerche 4
5. Dai big data agli insights
Social Media analytics ed actionables
L’esigenza del monitoraggio
► L’esigenza di analisi delle conversazioni online e delle performance dei brand sui Social Media è
sentita come essenziale, soprattutto per una ridefinizione del rapporto dei brand con i propri clienti
► I feedback forniti alle diverse business unit coinvolte nelle attività sui Social possono condurre ad
una ridefinizione degli ambiti di interesse di ciascuna e del relativo monitoring
Corporate Communication – Corporate Identity, Ricerche & Digital Identity - Brand Strategy e Ricerche 5
6. Dai big data agli insights
Social Media analytics ed actionables
L’analisi delle conversazioni e le Business Unit
► L’esigenza di analisi delle conversazioni online e delle performance dei brand
sui Social Media è sentita come essenziale, soprattutto per una ridefinizione
del rapporto dei brand con i propri clienti
► Al tempo stesso, la considerazione delle diverse business unit coinvolte nelle
attività sui Social, ha condotto ad una ridefinizione dei possibili ambiti di
interesse di ciascuna e del monitoring necessario:
Corporate Communication – Corporate Identity, Ricerche & Digital Identity - Brand Strategy e Ricerche 6
7. Dai big data agli insights
Social Media analytics ed actionables
La mancanza di metriche univoche
► Non c’è accordo sulle
metriche di valutazione da
utilizzare per valutare il
ritorno sull’investimento nei
Social Media
► I principali KPI di
performance utilizzati
appartengono alle seguenti
classi:
► Reach
► Engagement
► Sentiment
► Impatto sulla reputation
Corporate Communication – Corporate Identity, Ricerche & Digital Identity - Brand Strategy e Ricerche 7
8. Dai big data agli insights
Social Media analytics ed actionables
Big data challenge
► Too big, too fast, too hard
► Big algorithms, big machine learning e big understanding
► La capacità di analisi ed
elaborazione di metriche
adatte a misurare l’enorme
mole di dati a disposizione nel
modo migliore (estraendo KPI
significativi e trasformandoli in
strategie) cresce più
lentamente del volume di dati
da analizzare
► Passaggio dall’analisi di dati aggregati o su campione all’osservazione delle
singole interazioni e delle caratteristiche di chi interagisce
Corporate Communication – Corporate Identity, Ricerche & Digital Identity - Brand Strategy e Ricerche 8
9. Dai big data agli insights
Social Media analytics ed actionables
Cluster e networks: spread e connessioni
► Importanza del grafo
sociale come media e
come rete di relazioni
osservabili e volatili
► Possibilità di agire
direttamente sul grafo e di
studiarne sviluppi e
caratteristiche anche in
relazione a specifici eventi
(netnografia, analisi di rete)
Corporate Communication – Corporate Identity, Ricerche & Digital Identity - Brand Strategy e Ricerche 9
10. Dai big data agli insights
Social Media analytics ed actionables
Social Network e Text Analysis
C
L
Persone •Influencers, connettori
U
•Temi più discussi
S Topic •Ambassadors
•Peso delle fonti
T
E
Identità •Social identities
R
TEXT ANALYSIS
► Identificazione dei topic di discussione più frequenti
► Analisi delle correlazioni tra topic
► Estrazioni di indicazioni significative per le operations
Corporate Communication – Corporate Identity, Ricerche & Digital Identity - Brand Strategy e Ricerche 10
11. Dai big data agli insights
Social Media analytics ed actionables
La Reputation Monitoring Room di Telecom Italia
La RMR è una facility di controllo integrato, dotata di tools e processi per il
monitoraggio e l’analisi in tempo reale e on demand delle conversazioni online
relative al Gruppo Telecom Italia che si sviluppano su blog, forum, siti di news,
aggregatori, Social Network e microblogging
La RMR attraverso dati e informazioni rilevati in real time e stratificate nel tempo
valuta l’efficacia degli eventi e delle iniziative del brand comparandone le
performance con quanto realizzato dai competitors
Obiettivo: individuare indici unici che permettano di integrare le analisi offline e
quelle online
► Tra gli output della RMR vi sono:
• Report verticali su eventi o iniziative del brand
• Report periodici di valutazione delle performance del brand su Web e Social
Media e dell’impatto sulla reputation integrando anche analisi di terze parti
• Alert periodici
Corporate Communication – Corporate Identity, Ricerche & Digital Identity - Brand Strategy e Ricerche 11
12. Dai big data agli insights
Social Media analytics ed actionables
Modello di analisi verticale (eventi, iniziative)
GENERAL STRUCTURE
Si tiene contro di tre dimensioni principali:
1. Ownership (a chi appartiene la property che effettua le attività di comunicazione)
2. Canali (dove ha luogo la comunicazione)
3. KPI (quali sono le metriche più rilevanti da misurare)
OUTCOMES
Gli scopi principali del nostro modello sono:
• Comprendere quanto engagement generano le nostre iniziative ed eventi su Web e Social Media e come gli
utenti percepiscono il nostro brand
• Misurare e tracciare le performance delle nostre comunicazioni
• Misurare e tracciare le performance delle comunicazioni dei nostri competitors
• Misurare e tracciare le conversazioni spontanee vs le conversazioni guidate da brand e partners (amplification)
• Capire il ritorno su inostri investimenti in termini di impressions ed engagement
• Capire chi sono i nostri influencers nel nostro dominio di influenza
• Comprendere l’impatto di uno specifico evento/iniziativa sulla brand image
• Pianificare e valutare azioni di comunicazione future e prossimi investimenti
• Misurare e tracciare le performance dei competitors (crescita, engagement, etc.)
Corporate Communication – Corporate Identity, Ricerche & Digital Identity - Brand Strategy e Ricerche 12
13. Dai big data agli insights
Social Media analytics ed actionables
Dimensioni
Queste sono le dimensioni di analisi che usiamo per catalogare e misurare i contenuti
prodotti intorno ai nostri eventi o iniziative:
OWNERSHIP
1. Properties
2. Advertising
3. Partners
4. Spontaneous conversations
CANALI
1. Web
2. Forum
3. Blog
4. Social Networks (Facebook, Twitter, YouTube, Google+, foto)
KPI
1. Reach 4. Sentiment, quality
2. Streaming (live, Video On Demand) 5. Loyalty
3. Engagement 6. Virality
Corporate Communication – Corporate Identity, Ricerche & Digital Identity - Brand Strategy e Ricerche 13