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WEB INTELLIGENCE FOR
SMALL AND MEDIUM
ENTERPRISES
Social Media Marketing Tools and techniques
for Small and Medium Enterprises
Udine, February 28th, 2011
© Friuli Innovazione

2.
TRADITIONAL MARKETING vs SOCIAL MEDIA MARKETING
TRADITIONAL MARKETING
One dimensionale
One-way communication
Marketing plans
High costs
Low efficiency
Small and Medium Business should turn to SOCIAL MEDIA MARKETING
Interaction
Two-way communication
Low Costs
High Efficiency
High Innovation
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3.
WHY AND HOW SHOULD WE CONSIDER
SOCIAL MEDIA MARKETING AND WORD
OF MOUTH MARKETING?
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4.
SOCIAL MEDIA REVOLUTION
http://www.youtube.com/watch?v=sIFYPQjYhv8
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WHY? EVOLUTION OF TECHNOLOGIES
Change the way people use Web…
…from getting information to sharing information
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WHY? MAIN FEATURES OF WEB 2.0 SITES
• User Generated Content (UGC), tools for publishing and sharing contents
• Hands-on, collaboration, bidirectional communication
• Easily accessible (even for aged users)
• Social networks, community, passions, products (es Nutella),…
• Folksonomy, tagging, users organize contents
• Mass collaboration, mass-intelligence, co-creation of products
• Content remixing, mashup, aggregator
• Web as a platform, services oriented facilities (Google docs, LinkedIn,
Doodle, Cnn iReport,…)
• …
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WHY? DIMENSION OF THE SOCIAL PHENOMENON
HOW MANY PEOPLE USE SOCIAL MEDIA?
WHAT DO THEY DO?
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WHY? NOT ONLY TEENS…
http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ 10

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WHY? BLOGGERS WORLWIDE
Demographic Data USA Bloggers European Asian
Bloggers Bloggers
Gender Male 57% 73% 73%
Age
18-34 42% 48% 73%
35+ 58% 52% 27%
Single 26% 31% 57%
Full-time employee 56% 53% 45%
Income > $ 75,000 51% 34% 9%
Education: High School 74% 67% 69%
Monthly average of 18.000 24.000 26.000
unique visitors
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http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#
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WHY? THE SOCIAL INFLUENCE
Users online get organized in communities and talk about their life,
product they use, brands they love (37% of bloggers write reviews
about products and brands, 41% of bloggers write about brand they
like/dislike)
Every company has a web site providing controlled istitutional
information.
Istitutional Web site is surrounded by online conversation about the
company/brand/products (non-controlled word of mouth)
THE SOCIAL INFLUENCE IS IMPORTANT BECAUSE USERS TRUST IN
OTHER CONSUMERS’ EXPERIENCES
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15.
WHY? THE CLUETRAIN MANIFESTO
The manifesto was written in 1999 by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger. A printed publication which
elaborated on the manifesto was published in 2000 by Perseus Books (ISBN 0-7382-0431-5) under the same name.
The Cluetrain Manifesto is a set of 95 theses.
The ideas put forward within the manifesto aim to examine the
impact of the Internet on both markets (consumers) and
organizations.
In addition, as both consumers and organizations are able to
utilize the Internet and Intranets to establish a previously
unavailable level of communication both within and between
these two groups, the manifesto suggests that the changes that
will be required from organizations as they respond to the new
marketplace environment.
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WHY? THE CLUETRAIN MANIFESTO (SYNTHESIS)
• Historically, the authors state, the marketplace was a location where people
gathered and talked to each other: they would discuss available products, price,
reputation and in doing so connect with others. Internet is providing a means for
anyone connected to the internet to re-enter such a virtual marketplace and once
again achieve such a level of communication between people. This, prior to the
internet, had not been available in the age of mass media.
• The ability of the internet to link to additional information – information which
might exist beyond the formal hierarchy of organizational structure or published
material from such an organization – acts as a means of subverting, or bypassing,
formal hierarchies.
• The same technology connecting people into markets outside of organizations, is also
connecting employees within organizations. These networks create a more informed
marketplace/consumer through the conversations being held. The information
available in the marketplace is superior to that available from the organizations
themselves.
• The authors, through the remaining theses, then examine the impact that these
changes will have on organizations and how, in turn, organizations will need to
respond to the changing marketplace to remain viable.
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WHY? THE CLUETRAIN MANIFESTO (SYNTHESIS)
• With the emergence of the virtual marketplace, the authors indicate that the onus will
be on organizations to enter the marketplace conversation and do so in a way that
connects with the ‘voice’ of the new marketplace or risk becoming irrelevant.
• The authors then list a number of theses that deal with the approach that they believe
organizations will need to adapt if they are to successfully enter the new marketplace
as it is claimed that those within the new marketplace will no longer respond to the
previously issued mass-media communications as such communication is not
‘authentic’.
• When implemented correctly, intranets re-establish real communication amongst
employees in parallel with the impact of the internet to the marketplace and this will
lead to a 'hyperlinked' organizational structure within the organization which will take
the place of (or be utilized in place of) the formally documented organization chart.
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WHY? THE CLUETRAIN MANIFESTO (SYNTHESIS)
• The ideal, according to the manifesto, is for the networked marketplace to be connected
to the networked intranet so that full communication can exist between those within
the marketplace and those within the company itself. Achieving this level of
communication is hindered by the imposition of ‘command and control’ structures but,
ultimately, organizations will need to allow this level of communication to exist as the
new marketplace will no longer respond to the mass-media ‘voice’ of the organization.
Paranoia kills conversation. That's its point. But lack
of open conversation kills companies.
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HOW? WORD OF MOUTH MARKETING*
• It is a new philosophy of business.
• It is about honesty and admiration.
• It is about making people happy.
There is only a rule:
EARN THE RESPECT AND RECOMMENDATION OF YOUR CUSTOMERS;
AND THEY WILL DO THE REST.
• TREAT PEOPLE WELL; THEY WILL DO YOUR MARKETING FOR YOU,
FOR FREE.
• BE INTERESTING, OR BE INVISIBLE.
Source: A. Sernovitz, “Word of Mouth Marketing – how smart companies get people talking”, Kaplan Publishing 19

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HOW? WORD OF MOUTH MARKETING*
WORD OF MOUTH MARKETING IT’S ABOUT
MAKING YOUR STUFF AND YOUR COMPANY
WORTH TALKING ABOUT.
People are already talking about you, and people are waiting for you to join
the conversation. learn the right way to participate!
Source: A. Sernovitz, “Word of Mouth Marketing – how smart companies get people talking”, Kaplan Publishing 20

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HOW? WORD OF MOUTH MARKETING*
TRADITIONAL MARKETING
4 P’s (Product, Price, Place, Promotion): these elements are the basic, tactical
components of a marketing plan.
WORD OF MOUTH MARKETING
TALKERS
TRACKING TOPICS
5 T’s
TAKING
TOOLS
PART
Source: A. Sernovitz, “Word of Mouth Marketing – how smart companies get people talking”, Kaplan Publishing 21

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http://www.youtube.com/user/Blendtec
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HOW? T-Mobile
http://www.youtube.com/watch?v=VQ3d3KigPQM
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HOW? T-Mobile
http://www.youtube.com/watch?v=orukqxeWmM0
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HOW? WORD OF MOUTH MARKETING – WHY TRACKING?
BRAND Analyse the perception of brands
PRODUCT Find out opinions about products
COMPETITOR Benchmark the competition
WORD OF MOUTH Act on Word of Mouth Marketing
MARKETING
INFLUENCE Identify influencers or evangelists
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HOW? WORD OF MOUTH MARKETING – WHY TRACKING?
Tracking Web and CGM
• Competitors
• New Technologies
• Intellectual Property
• Confidenatial information
• Specific community (Apple insider)
• New competitors
• Etc.
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HOW? TRACKING BY infoFACTORY
BEST
SEARCH FILTER EXTRACT ANALIZE REPORT ACTION
PRACTICE
WHERE? WHEN? WHAT? HOW? WHO?
PLACES MEDIA TOPICS GENERAL KIND OF
PRESSURE SENTIMENT USER
TYPOLOGY VALUES
EVENTS SENTIMENT SENTIMENT
SENTIMENT CRITICAL ABOUT
EVOLUTION SITUATIONS TOPIC/ INFLUENCER
IMPORTANCE OF TOPICS PARAMETER
KIND OF EVANGELIST
CYCLICITY OPINIONS
DENIGRATOR
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THANK YOU FOR ATTENTION PAID
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