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Social Media Management: Analisi dei pubblici

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Corso di Social Media Management @ Unito

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Social Media Management: Analisi dei pubblici

  1. 1. ANALISI DEI PUBBLICI Social Media Management Comunicazione, ICT e Media @ Unito Agnese Vellar // agnesevellar.it
  2. 2. CHI STUDIA I PUBBLICI Sociologo: per come si stanno evolvendo le strutture sociali, le pratiche, i sistemi di rappresentazione, i ruoli, … Giornalista: per descrivere nuovi fenomeni contemporanei. Marketing Strategist per conoscere gli interessi, gusti, bisogni del target e pianificare una strategia di marketing e comunicazione efficace. Community Manager per capire le dinamiche di interazione e i linguaggi utilizzati dai membri della community e per poterla moderare ed animare efficacemente. Interaction Design per conoscere interessi, gusti, bisogni del target e sviluppare un prodotto/servizio che soddisfi i suoi bisogni.
  3. 3. TRE PROSPETTIVE «ACCADEMICHE» APOCALITTICA: Teoria critica (Tiziana Terranova) • I pubblici sono una massa passiva influenzata e controllata dai media • Le piattaforme digitali sfruttano il lavoro gratuito degli utenti (free labor) INTEGRATA: Ricerca amministrativa (Don Tapscott; Clay Shirky) • I pubblici sono un mercato passivo da studiare per conoscerne i gusti • Le piattaforme digitali portano ad una democratizzazione della produzione ETNOGRAFICA: Audience e fan studies (Henry Jenkins) • I pubblici sono attivi e partecipativi • Il sistema mediale è un processo di co-costruzione tra tecnologie, sistema della produzione e sistema del consumo Vellar (2015) Le industrie culturali e i pubblici partecipativi. Cap. 2.
  4. 4. 1) MERCATI DI MASSA Mass media: broadcaster • interruption marketing: invasivo • bassa credibilità Mercati di massa: definizione quantitativa • comportamenti di consumo • segmenti demografici Analisi dei pubblici • ricerche audiometriche (es: Nielsen, Auditel) • focus group
  5. 5. 2) MERCATI DI NICCHIA Tv narrowcast e servizi web • offerta personalizzata • pubblicità personalizzata • obiettivo: stickness (Jenkins) Analisi dei pubblici: • profilazioni dei clienti • web analytics Henry Jenkins, Sam Ford, Joshua Green (2013) Spreadable Media: Creating Value and Meaning in a Networked Culture.
  6. 6. 3) PUBBLICI CONNESSI Social Media • community bulding, co-creation, engagement • inbound marketing: alta credibilità, passaparola • spreadability (spreadability) Comunità di appassionati: definizione qualitativa • spazi di interazione con un’identità propria • stili di vita: valori, ethos, cultural, linguaggio Analisi dei pubblici: • social media monitoring • netnography, coolhunting Henry Jenkins, Sam Ford, Joshua Green (2013) Spreadable Media: Creating Value and Meaning in a Networked Culture.
  7. 7. CLUETRAIN MANIFESTO (1999) These markets are conversations. Markets consist of human beings, not demographic sectors. Hyperlinks subvert hierarchy. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. Companies need to realize their markets are often laughing. At them. http://www.cluetrain.com/ 1999
  8. 8. ETNOGRAFIA Osservare il pubblico nel contesto naturale di interazione Li Anne Yu, Cultural Anthropologist. Source: www.aiga.org/ethnography-primer “If you want to understand what motivates a guy to pick up skateboarding, you could bring him into a sterile laboratory and interrogate him… or you could spend a week in a skatepark observing him interacting with his friends, practicing new skills and having fun. Ethnography is observing people’s behavior in their own environments so you can get a holistic understanding of their world—one that you can intuit on a deeply personal level.”
  9. 9. NETNOGRAFIA • metodo di ricerca qualitativa • studio della cultura di consumo online per finalità sociologiche e di marketing • tecniche di osservazione dirette e non intrusive delle conversazioni • raccogliere basi di dati e insight qualitativi e oggettivi da tradurre in soluzioni utili a potenziare la propria offerta commerciale che possono essere applicate in asset strategici come: Brand Reputation, Product Innovation, Communication Design, Customer Satisfaction, Crowdsuorcing, Trend Watching, Cool Hunting e Community Building, Location-based Insights e Social Innovation. http://www.etnografiadigitale.it/netnografia/
  10. 10. INTEGRARE FONTI DI DATI a) hard data: cosa sta succedendo • indagini di mercato • tool di Ads (es: Facebook) • tool di SEO (es: Google Keyword Planner) b) soft data: perché sta succedendo • etnografia: osservazione + interviste • testi di usabilità • focus group
  11. 11. BRIEF DI ESEMPIO 1. Cliente: laurea magistrale in Comunicazione ICT e Media 2. Obiettivo: aumentare il numero di iscritti alla laurea 3. Target: studenti triennali interessati al social media marketing 4. MERCATO: quanto è grande? • Dati ufficiali: somma dei corsi di laurea triennale in comunicazione • Big data: numero utenti di Facebook di Torino, Milano, Genova ed Aosta attualmente universitari a cui piacciono pagine relative al Social Media Marketing 5. PERSONAS: quali caratteristiche hanno gli studenti? • Osservazione delle discussioni nei gruppi Facebook • Interviste a 20 studenti attuali
  12. 12. DATI DI MERCATO: FONTI RICERCHE DI MERCATO: Gartner e Frost & Sullivan STATISTICHE: Eurostat, Istat, Nielsen AZIENDE: PagineGialle, Europages, Industrystock MEDIA: Comscore TECNOLOGIE: gs.statcounter.com, Adiweb SOCIAL: socialbakers SOCIAL ITALIA: Vincenzo Cosenza
  13. 13. QUANTIFICARE IL MERCATO CON FB 1. Facebook Business Manager 2. Campaign 3. AdSet 4. Audience 5. Create new  stima quantitativa 1. Variabili sociodemografiche (età, sesso, città) 2. Interessi
  14. 14. A COSA È INTERESSATO IL MERCATO Intenti di ricerca evidenziano esigenze, domande, necessità da soddisfare Parole chiave cercate sui motori di ricerca (Google) Se utilizzate in una campagna di comunicazione consentono di attirare il pubblico corretto Strumenti: a. Google Trend b. Ricerche correlate c. Ubersuggest d. Google Keyword Planner
  15. 15. GOOGLE TREND https://trends.google.com
  16. 16. GOOGLE TREND https://trends.google.com
  17. 17. RICERCHE CORRELATE
  18. 18. UBERSUGGEST https://ubersuggest.io/
  19. 19. GOOGLE KEYWORD PLANNER https://adwords.google.com/ko/KeywordPlanner
  20. 20. GOOGLE KEYWORD PLANNER https://adwords.google.com/ko/KeywordPlanner
  21. 21. GOOGLE KEYWORD PLANNER https://adwords.google.com/ko/KeywordPlanner
  22. 22. STUDIO DEL PUBBLICO Indagine esplorativa su Google e sui social per identificare a. spazi di interazione: gruppi Facebook, eventi, … b. interessi / domande Osservazione partecipante / non partecipante e interviste a. norme sociali / rituali b. canali di informazione c. ruoli gerarchie  opinion leader, influencer d. timori  barriera di penetrazione del mercato
  23. 23. PERSONAS NAME: AGE: GENDER: DEGREE: JOB: BUYING POWER: Low, Medium, … TECH-SAVVY: Low, Medium, … LEISURE: travel, music, shopping, … NEEDS: PASSIONS: FEARS: INFORMATION: Newspaper, Blog, friends, … HOW WILL USE THE PRODUCT: HOW YOU HELP HIM: HOW YOU FIDELIZE HIM: HOW YOU REASSURE HIM: HOW YOU REACH HIM: TONE OF VOICE: http://www.pennamontata.com/news-copywriter/creazione-personas
  24. 24. SCENARIO Come l’utente utilizzerà il prodotto servizio descritto attraverso: -Storyboard: illustrazioni + testo -Storytelling: storia http://www.sketchin.ch/it/tools/
  25. 25. TASK #5 Definisci il pubblico del tuo blog, startup, webserie in termini di a. Mercato (quantitativo): • Caratteristiche sociodemografiche del target • Dimensione a. Personas (qualitativo): descrizione di 2 persone ideali che potrebbero essere interessate al suo prodotto/servizio/contenuto
  26. 26. RISORSA #5 https://vincos.it/
  27. 27. agneseh agnesevellar.it agnesevellar@gmail.com

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