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Social Media Marketing tracking & ROI

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Social Media Marketing tracking & ROI

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Social Media Marketing tracking & ROI

  1. Mirko Lalli Responsabile Marketing e Comunicazione @ Fondazione Sistema Toscana Social Media tracking & ROI v.0.9 (cc) Mirko Lalli - http://flavors.me/mkl http://flavors.me/mkl
  2. (cc) Mirko Lalli - http://flavors.me/mkl Social Media e ROI ?
  3. (cc) Mirko Lalli - http://flavors.me/mkl http://www.youtube.com/watch?v=ypmfs3z8esI
  4. Un’azione di Social Media Marketing genera dei ritorni positivi non paragonabili come risultati e come durata a strategie tradizionali. (Se la strategia e l’esecuzione sono corrette...) (cc) Mirko Lalli - http://flavors.me/mkl
  5. ROI Return On Investment (ritorno sugli investimenti) ROI è un termine molto generico che semplicemente indica il rapporto tra quanto si investe in un progetto e il ritorno economico dello stesso. Il risultato è una percentuale (positiva o negativa) che indica quanto si è guadagnato (o perso) da una specifica azione. E’ necessario quindi misurare gli effetti delle azioni, utilizzando i dati (cc) Mirko Lalli - http://flavors.me/mkl rilevati per calcolare il ROI.
  6. il ROI delle azioni di comunicazione* può portare a risultati ambigui (cc) Mirko Lalli - http://flavors.me/mkl * di tutte le azioni di comunicazione! non solo quelle sui Social Media
  7. quale ROI per i Social Media? da un’azione correttamente progettata ed eseguita ci possiamo aspettare: aumento in brand equity e fidelizzazione aumento della notorietà del brand aumento della soddisfazione dei clienti customer care più efficiente aumento delle vendite informazioni in tempo reale sui/dai clienti PR più efficaci azioni mirate e rilevanti (cc) Mirko Lalli - http://flavors.me/mkl
  8. Quando misurare? (cc) Mirko Lalli - http://flavors.me/mkl sempre e costantemente!
  9. 84% delle aziende non misura... Professionals Worlwide Who Measure the ROI of Their Social Media* Programs, August 2009 (% of respondents) * includes blogs, chat, discussion boards, microblogs, podcast, Measure ratings, social networks, video- 16% sharing, wikis, etc. Do not measure 84% (cc) Mirko Lalli - http://flavors.me/mkl Source: Mzinga and Babson Executive Education, “Social Software in Business” September 8, 2009 via: www.emarketer.com
  10. misurate! misurate! misurate! Reputation In base agli obiettivi da raggiungere non tutti i dati Buzz sono rilevanti e utili: i KPI Blog post vanno definiti strategicamente così come gli indicatori da Tempo nelle conversazioni monitorare costantemente. Fidelizzazione Referral Links Vendite Feedback returning visitors (cc) Mirko Lalli - http://flavors.me/mkl Fan numero dei followers Interazioni Visite Clickthroughs Reazioni degli utenti
  11. 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.... (cc) Mirko Lalli - http://flavors.me/mkl Vendite, interazioni SM con customer User Actions* service, interazioni SM con HR, ecc.... ese mpio * ogni azione deve prevedere, a livello si strategia, anche la definizione di specifici KPI. Ogni azienda può prevedere differenti KPI solo un
  12. azioni social vs. vendite Correlazione rilevante tra le azioni social e un indicatore ad es. le vendite: risultato positivo :-) Correlazione rilevante tra le azioni social e un indicatore ad es. le vendite: risultato negativo :-( Azioni Social Media (cc) Mirko Lalli - http://flavors.me/mkl vendite effettive vendite “normali” (stima) ese mpio Le azioni della strategia Social vanno messe in correlazione con gli indicatori di performance... solo un
  13. attenzione! Il ROI è uno strumento finanziario mentre i Social Media sono (in questo contesto) uno strumento del Marketing. Il Marketing non può essere messo in correlazione diretta con tutte le aree aziendali interessate dagli effetti dei Social Media, diventa quindi difficile dare il giusto peso a tutte le cause relativamente agli effetti misurati. In ogni caso, quello che ci interessa sono le influenze! Le correlazioni con i dati rilevati non devono essere confuse per le cause. Semplicemente perché non è possibile (cc) Mirko Lalli - http://flavors.me/mkl provare che siano state le azioni sui Social Media a modificare i dati oggettivi rilevati. Queste correlazioni sono in ogni caso i migliori indizi che abbiamo per circoscrivere cause e effetti e calcolare il ROI.
  14. “i mercati sono conversazioni” David Weinberger 1999
  15. “i mercati sono network” David Weinberger 2009
  16. Economia dell’attenzione “L'informazione consuma attenzione. Quindi l'abbondanza di informazione genera una povertà di attenzione e induce il bisogno di allocare quell'attenzione efficientemente tra le molte fonti di informazione che la possono consumare». In un contesto nel quale l'informazione è sovrabbondante, si assiste a una crescente scarsità di attenzione.” (cc) Mirko Lalli - http://flavors.me/mkl Herbert Simon
  17. primo passo: l’ascolto Esistono molti strumenti, sia a pagamento che gratuiti, che possono aiutarci a scovare, tracciare e monitorare items interessanti. (cc) Mirko Lalli - http://flavors.me/mkl
  18. ascolto e monitoraggio Grazie ad una combinazione tra questi strumenti potremo: • cogliere gli interessi degli utenti • monitorare la nostra presenza on-line • scovare discussioni già in corso cui partecipare • ri-conoscere un modo per essere utili agli utenti, (cc) Mirko Lalli - http://flavors.me/mkl contribuendo attivamente
  19. gli indispensabili! (risorse gratuite) • Google alerts http://www.google.com/alerts • • Google trends Feedster.com, • Technorati.com, http://www.google.com/trends • IceRocket.com, • twingly.com, • Google Blog Search • Blogpulse.com, (cc) Mirko Lalli - http://flavors.me/mkl http://blogsearch.google.com • MSN Spaces, • Yahoo! News, • MSN News, free • PubSub.com
  20. Trackur http://www.trackur.com (cc) Mirko Lalli - http://flavors.me/mkl low -cost via: http://www.toprankblog.com/2009/12/near-free-social-media-monitoring/
  21. PostRank Analytics https://analytics.postrank.com/ (cc) Mirko Lalli - http://flavors.me/mkl low -cost via: http://www.toprankblog.com/2009/12/near-free-social-media-monitoring/
  22. Social Mention http://www.socialmention.com/ (cc) Mirko Lalli - http://flavors.me/mkl free via: http://www.toprankblog.com/2009/12/near-free-social-media-monitoring/
  23. TechrigySM2 http://sm2.techrigy.com/ Testo (cc) Mirko Lalli - http://flavors.me/mkl low -cost via: http://www.toprankblog.com/2009/12/near-free-social-media-monitoring/
  24. Radian6 - Social Media Monitoring Tool http://www.radian6.com/advantages/ Testo (cc) Mirko Lalli - http://flavors.me/mkl p ch oice! via: http://www.dailybloggr.com/2010/03/social-media-monitoring-analytics-tools/ To
  25. ScoutLabs http://www.scoutlabs.com/ Testo (cc) Mirko Lalli - http://flavors.me/mkl via: http://www.dailybloggr.com/2010/03/social-media-monitoring-analytics-tools/
  26. Brand Karma (monitoraggio ambito turistico) http://www.circos.com/ Testo (cc) Mirko Lalli - http://flavors.me/mkl via: http://www.buytourismonline.com/index.php?BTO-novembre-2009
  27. questa presentazione è stata realizzata per uso interno ed è liberamente ispirata e construita su materiale trovato in rete. Ove possibile ho citato direttamente le fonti riportando il link esteso. La struttura della presentazione è liberamente ispirata a: http://www.slideshare.net/w3haus/social-media-how-to-measure-and-determine-roi (cc) Mirko Lalli - http://flavors.me/mkl Grazie per alcuni spunti ad Alberto Chiapponi di H-art
  28. grazie! Mirko Lalli Responsabile Marketing e Comunicazione @ Fondazione Sistema Toscana faculty member “Master Social Media Marketing Università” IULM membro comitato direttivo WOMMI VP ToscanaIN/FlorenceIN (cc) Mirko Lalli - http://flavors.me/mkl Mirko Lalli http://flavors.me/mkl http://j.mp/mirkolalli

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