This document summarizes the pros and cons of social media campaigns as well as trends in social media usage. Some key advantages of social media campaigns are that they are inexpensive compared to traditional media, allow for high levels of interaction through calls to action, and are highly measurable through analytics. Popular social media platforms like Facebook, YouTube, and Twitter continue to grow substantially in user bases internationally. Social media campaigns also have very competitive costs per thousand impressions (CPM) compared to other advertising mediums and can reach millions of users with affordable budgets.

1. Infogrphic designed by Kuhcoon

2. Infogrphic designed by Kuhcoon

3. Pros and Cons
• Social media campaigns are really inexpensive if
compared to tradinional media campaign
• Interaction level is very high as on social media
you can suggest direct call to action bringing to
an immediate conversion
• Social media are highly measurable as KPI’s are
strongly defined. A facebook campaign has
insights on its wing t give you immediate roi

4. Infogrphic designed by Kuhcoon

5. Trends
• Social media are rapidly improving their impact
effectiveness.
• Youtube is the 6th most viewed channel in Italy
• Facebook has the largest number of people, 845
Million Worldwide and 21 Million in Italy
• Youtube has 484 million user worldwide and 18
million in Italy
• Twitter is rapidly increasing with 200 million Tweets
per day

6. Infogrphic designed by Kuhcoon

7. Infogrphic designed by Kuhcoon

8. CPM
• CPM is the Cost per mille (CPM), also called cost ‰ and cost
per thousand (CPT) (in Latin mille means thousand), is a
commonly used measurement in advertising. Radio,
television, newspaper, magazine, out-of-home advertising,
and online advertising can be purchased on the basis of
showing the ad to one thousand viewers. It is used in
marketing as a benchmark to calculate the relative cost of
an advertising campaign or an ad message in a given
medium.
• Social Media CPM is incredibly competitive
and is the doorway to catch million of users
with an affordable budget if compared to
traditional media

9. Infogrphic designed by Kuhcoon

10. Infogrphic designed by Kuhcoon

11. Social Influence
• Social media is the most trusted driver in
people’ s mind.
• It’ s influence is double if compared to
standard tv and radio commercial.
• Users trust their friends and trust at most of
all what their friends experience on social
media.
• The new conversion funnel is focused on
friend’ s opinions and this opinion are
delivered on social channels.

12. Infogrphic designed by Kuhcoon

13. Key evidences for Peole
• Information’ s complexity is rising everyday and
people’ s way of choosing whether to buy a product or
to follow a company are strongly influenced by this
rapidity.
• People want to compare immediately a product price,
whether the product is deliver by their door in 24 or 72
ours.
• Traditional media are relegated in a brand awarness
building position because people are passive towards
them and cannot immediately ACT - CONVERSE-
CONVERT.

14. Key evidences for Brands
• A company media investment, in the post 2008
scenario, are strongly ROI oriented.
• Social Media are measurable and predictable, a
company which invests 1.000 can exactly know
how much will they earn in terms of earned-
owned media and most of all in terms of
conversion and sales
• Investing in traditional media is higly expensive
and has a no longer a strong impact on
prosumers.
• Prosumers want to be involved in the process and
decision of buying a product and on social media
they are able to do it everyday.

15. Mario Corallo
Social Media Manager
Head of Social Media Business Unit DMC S.r.l.
Gruppo FullSIX - www.fullsix.it
http://www.facebook.com/FullSIX.it
Study based on Kuhcoon Infographic
http://www.kuhcoon.com/

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