paola peretti - "digital convergence"
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DIGITAL MARKETING LAB – Advanced
SOCIAL MEDIA(Social Network & Digital PR)
Paola Peretti
ASAM – Università Cattolica di Milano -7 Febbraio 2011
Digital Marketing Lab – Advanced
SOCIAL NETWORK E DIGITAL PRPeretti Paola © Confidential & Proprietary
Digital Marketing Lab – Advanced
SOCIAL NETWORK E DIGITAL PRPeretti Paola © Confidential & Proprietary
Digital Marketing Lab – Advanced
SOCIAL NETWORK E DIGITAL PRPeretti Paola © Confidential & Proprietary
Digital Marketing Lab – Advanced
SOCIAL NETWORK E DIGITAL PRPeretti Paola © Confidential & Proprietary
Digital Marketing Lab – Advanced
SOCIAL NETWORK E DIGITAL PRPeretti Paola © Confidential & Proprietary
Digital Marketing is important
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Digital Marketing Lab – Advanced
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THE REAL LIFE SOCIAL
NETWORK
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Introduction
• Iʼm going to talk about 6 things in this introduction:
– Iʼm going to start by talking about how the web is fundamentally changing.
– The real life social network. How people are connected to each other offline, and what that means for their behaviour online.
– Relationships. We all have very different relationships with the people
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– Relationships. We all have very different relationships with the people in our life and designing for them is very different.
– Influence. How people influence each other, and how that is driven by the structure of our social network.
– Identity. Why identity is a cornerstone of the social web.
– And last not absolutely not least - Privacy. Why itʼs critical to give people control over their data.
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The web was originally built to link static documents together
(left), but evolved to incorporate social media (center), and
weʼre now seeing a web built around people, where their
profiles and content are moving with them as they visit different
websites (right).
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The toolbar along the top of the Corriere site is an early example
of where the web is headed. Sites we visit will have our identity
and social network with us, showing us the activity on that site
from people in our network.
We're also seeing a much bigger shift in how people spend their
time online. People are spending much more time interacting
with other people, and much less time consuming content from
websites. This shift is not about any one particular social
network. It's about people connecting to each other online.
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So this shift is much greater than any one social network, and
much more complicated than deciding where the 'share this'
buttons go. Almost all the sites and apps we design from now
on will have embedded social features…
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Itʼs already happening. In the future weʼll know things like who out of our friends has
bought this bag, who has bought this brand, who bought competitor brands, what do
people think of this brand and weʼll have ways to communicate with them to find out
more. Understanding sociability will become a core requirement for designing online.
Almost all of us will need to become skilled in social web design.
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The approach is changing…
• The social web, and all social media that operate
within it, is a way of thinking as opposed to a new
channel. Itʼs not about sales, or ads, or click-through
rates.
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• Itʼs about pursuing relationships and fostering
communities of consumers. Itʼs about rethinking
how you make plans when your customers are in the
center and in control.
The approach is changing…
I want to start by telling you a story about
Giulia…She has lots of different groups in her
life.
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Her friends from where she lived…
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Friends from where she lives now..
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Her family…
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What’s happening online…
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When you think about building your
strategy on social network, remember
that….
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Where do you want to put your brand
in Giulia’s life?
• Define your community BEFORE
• Build the right personas
• Be patient, use social network to recruit and
they will come
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they will come
• Think that now Giulia doesn’t want a ton of
friends in the same group…she wants different
communities to be part of it
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• When thinking about how the web is changing, many
people focus on the technology.
• People are using technologies every day that didnʼt
exist a few years ago. The rapid pace of change
means that businesses focus on what technology or
application is coming next.
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application is coming next.
• But the people using it donʼt care about the
technology; they care about the communication that
the technology enables.
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• The first is that people often don't know what they are going to do with the things they build.
• There are so many Facebook fan pages with hundreds of thousands of followers yet nothing is happening. So 100,000 people became a fan of yours on Facebook. Now what? This is the fan page for the magazine seventeen. There are 174,000 fans but no conversation.
• You need to look at things like Facebook fan pages and think: “How is this going to fundamentally improve my relationship with my customers?”
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What is important to remember…
• Focus on what motivates people to use new
technology. Technologies will come and go,
but the fundamental social behavior patterns
of people will remain the same.
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of people will remain the same.
• A better long term strategy for business is to
understand peopleʼs motivations for using
new technologies, and not the technologies
themselves.
How to be ‘advanced’?
• How are people connected around your business?
• Avoid the use of the word friend for connecting people. Understand how people describe their relationships for the behavior you’re trying to encourage.
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• Allow people to create custom names for groups, and allow people to rename the group if it changes over time.
• Support side conversations. Allow people to fork conversation threads with a smaller number of people.
How to be ‘advanced’?
DESIGN FOR DIFFERENT
TYPES OF RELATIONSHIPS
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TYPES OF RELATIONSHIPS
As digital marketers, the biggest
thing we need to think about when
designing for temporary tie
interactions is trust.
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Trust
How can we design in things that help people understand
whether they should trust each other? Here is a nice example
from evogear.com. I can start to trust this review because I
know that the person actually bought the skis he's reviewing.
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So at the end we can say…
• Knowing which tie you're designing for can really help you prioritize features.
• Consider how to design for different types of relationships. Something designed for close friends to interact will look a lot different than something designed for friends of friends to interact, which will look different than something for strangers to interact.
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interact, which will look different than something for strangers to interact.
• Don’t try to design something for all types of relationships. You’ll simply end up with a compromised solution for everyone.
• Understand which types of relationship ties are most important for what you’re creating, and design primarily for them.
Some more things…
• What is also important to think and build in
advance:
– The content being communicated
– The urgency of reply required
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– The urgency of reply required
– The level of privacy required
About different social networks
• People’s online communication channels need to support the right types of interaction and audience. Ensure you know what your users need. A feature that is designed to support oneto-one communication will look different than one designed to support one-to-many communication.
• Different channels have different attributes that make them
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• Different channels have different attributes that make them more or less appropriate for communication with different audiences. Understanding these attributes, and when and why people use different channels, can help companies give people the right communication options at the right times.
Digital PR
We often look to
others when making
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others when making
decisions
The scenario is evolving…
• People try to behave rationally, they try to make
objective decisions, but other factors mean that they
can't. The problem is that we all have limited access
to information, and limited memory.
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• Because of this, we have learned to rely on others to
help us make decisions. We assume that other
people know things we don't. In fact, we do this so
often, that we automatically look to the actions of
others, even when the answer is obvious.
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The scenario is evolving…
• The web is increasing the volume of information available to us, but our capacity for memory isn't changing.
• So it's likely that we'll increasingly turn to others to make decisions. There was once a time when
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to make decisions. There was once a time when we picked what restaurant to eat in by looking in the window. But now, we often can't decide without pulling out our phones and searching the web for reviews from people who have eaten there before.
Decisions Making Support
• If other people are heavily influencing our decisions, and in some cases making the decisions for us, how does this impact what we buy, what sites we visit, how we spend our time?
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time?
• If we want people to use our products, to use our website, it is important that we design in features that support our friends making decisions for us.
& NOW LET’S
START OUR
DIGITAL LAB!
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DIGITAL LAB!
Social Network & Digital PR
• During the last months I received a lot of
questions about this topic, so the goal for
today is to answer…
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#1: What are the social media
marketing best practices?
• How can I make sure my message is noticed and not buried in all the other noise?
• How many social media channels do successful social media marketers use?
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successful social media marketers use?
• What are the marketing DOs and DON'Ts for Twitter, Facebook and LinkedIn?
• What is the most effective way to drive business without "spamming"?
• How do I make a message go viral?
10+ Top Facebook pages and why tehy
are successful
• #1 Red Bull
– They know what their personas will respond the
best and they deliver it
– They’ve created games, web TV program with
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– They’ve created games, web TV program with
integration of celebrities
– They use multiple segments (remember not one
group of friends anymore)
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# 1 Red Bull FB Page - TAKEWAYS
• Welcome tab: different for a non-fan, it is simple – they only put one thing on their welcome tab making it very clear what they want to happen
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• Note: if you add too much on your welcome tab your fans will get confused and likely not take any action
• Remember the LESS IS MORE concept…go for ONE CALL TO ACTION
# 1 Red Bull FB Page - TAKEWAYS
• Always consider spending some money on the
CREATIVE design of your page, it can make the
difference
• Pay a lot of attention to your call to action,
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• Pay a lot of attention to your call to action,
specifically for the ‘Like’ bottom
• Think of the different pages as the best way to
segment and create sub-groups
#2 Burt’s Bees Fanpage
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#2 Burt’s Bees Fanpage
• A great use of photos and videos to give a
behind-the-scene view of their company and
products
• #2 Burt’s Bees Fanpage
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• #2 Burt’s Bees Fanpage
Quiz – Entertainment & Info
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Shop & Share
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#3 Uno Chicago Grill
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#3 Uno Chicago Grill
• How to re-create a web site on a FB page!
• How to focus even on a retailer and stress
some useful info about menu, products,
location in a very smart way – to satisfy a
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location in a very smart way – to satisfy a
specific need
• Fan of the week contest – they asked fans to
post a photo of themselves while at an Uno
restaurant - integration
# 4 Livescribe
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# 4 Livescribe – Great Apps
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# 4 Livescribe – Support
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# 4 Livescribe – one of my favorite FB
page!
• You can buy directly from the FB page
• You can tweet about their product and post about
them on your FB wall
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# 4 Livescribe – one of my favorite FB
page!
• FB is more than a fans page it can be:
– E-shop
– Support after sales
– Education
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– Education
– Entertainment
– Apps
– Sharing
– Tweet
– …..and a lot more!
# 5 Bulgari – this is also a good one!
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# 6 Toy Story 3 – Fun!
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# 6 Toy Story 3 – Order now!
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# 6 Toy Story 3
• Another good example of:
- Fun for everyone but segmentation
- Order online and integration with retailers
online and offline
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online and offline
- Apps “Tickets together”: to buy tickets to go
to the theater on FB!
# 7 Coca Cola
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# 7 Coca Cola
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# 7 Coca Cola
• Another good example of:
- Innovative promotions
- Fun and interactive features
- Create your-own fan page, go viral
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- Create your-own fan page, go viral
# 8 Oreo
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# 9 Jones Soda
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Jones Soda – Micro Site
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Jones Soda – Great Discussions
Group
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Jones Soda – Great Video Channel
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# 10 Travel Channel
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# 10 Travel Channel – Great
Welcome Page
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#2: How do I best manage my time
with social media?
• How much daily time do successful marketers
spend on social media marketing?
• How do I overcome the objections of those
who say they don't have time for social media
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who say they don't have time for social media
marketing?
• How does an organization avoid becoming
overwhelmed by the demands of social
media?
Use of social media marketing
• 91% marketers do
• And a significant 65%
have just started either
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have just started either
now or few months ago
Time committment for social
media marketing
56% marketers spend 6 hours or more each
week; 30% for 11 hours or more
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Age factor
People age 20 to 29
spend the most
time using social
media marketing
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media marketing
#3: How do I reach my target markets
with social media?
• How do companies use social media
marketing to attract and retain consumers?
• How do I use social media marketing to target
geographic audiences?
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geographic audiences?
• How does social media marketing help brick-
and-mortar retail stores?
• How do I best use social media marketing to
target small niche markets?
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Remember your personas..
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#4: How do I generate traffic and
leads using social media?
• How do I obtain qualified subscribers to our
blog, newsletter and/or Twitter feed?
• How do I reach a large audience, outside of
my current contacts, and get them to
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my current contacts, and get them to
respond?
• How do I drive more traffic to our website
using social media marketing?
Listen
• The best way to understand how to recruit the
right people and bring them to your FB page
or to your community or even to your web site
is to listen to their conversations in the digital
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is to listen to their conversations in the digital
space….
New tools to listen
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The second way to bring the right
people on board is to…
• Work hard on SEO (and be patient last trend on Google is to take 6 months to read your tag and meta tag…)
• Invest in Digital PR (bloggers activation,
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• Invest in Digital PR (bloggers activation, community engagement, online editorial outreach, FB contest…)
• Partnership with others web sites, associations, etc. > you want them to put your link on their web site…
#5: How do I implement social media
tactics?
• Can you provide a comprehensive guide for
how to use all the tools?
• How do I fully integrate mobile?
• How do I enhance our Facebook fan page?
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• How do I enhance our Facebook fan page?
• How do I put those handy social media icons
at the bottom of my blog post?
Commonly used social media tools
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Commonly used social media tools
• Twitter, FB, LinkedIn and blogs are the top 4
social media tools used by marketers in US in
2010
• In 2009 FB was in fourth place and blogs were
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• In 2009 FB was in fourth place and blogs were
in second place…
• Small business are most liklely to use LinkedIn
to build their network
Tools used B2B vs B2C
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#6: What are the latest social media
trends?
• What can we expect in the next three years?
Will social media converge or will there be
more divergence?
• Is social media here to stay or is it just a fad?
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• Is social media here to stay or is it just a fad?
• How do I stay current with all the changes?
• What's the next "big thing" in social media
marketing?
Blogs
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You Tube / Video
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Forums
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New tools:
• StumbleUpon, Digg, Reddit, Mixx
• Social Bookmarking
• Ning site
• Mobile Smartphone & Apps
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• Mobile Smartphone & Apps
StumbleUpon.com
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Mixx.com
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Find relevant conversations
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Social Bookmarking
• Il social bookmarking è un servizio basato sul
web, dove vengono resi disponibili elenchi di
segnalibri (bookmark) creati dagli utenti.
• Questi elenchi sono liberamente consultabili e
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• Questi elenchi sono liberamente consultabili e
condivisibili con gli altri utenti appartenenti
alla stessa comunità virtuale.
Wikipedia.com
Social bookmarking – Digg.com
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Siti Social Bookmarketing Italiani
• Del.ico.us
• Diggita
• Digo
• FaiInformazione
• Groggit
• Pliggalo
• Rankalo
• SegnaloAlice
• Social Planet News
• Squic
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• Groggit
• NotizieFlash
• OkNotizie
• PiiROS
• Pligg
• Squic
• SuGiu
• TechNotizie
• TuttoBlog
• UpNews
• Wikio
Mobile Trends
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Mobile- Areas of interest
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#7: How do I get started?
• What are the steps to building a strong social
media platform for my business?
• How do I get it all set up if I'm not very tech-
savvy?
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savvy?
• Is there a way to dabble with a blog without
committing to one?
• What are the dos and don'ts when I'm first
getting started?
First step
• Define what’s your goal + objectives and strategies
• Analyze what you are doing online
• Set a process and how you want to reach your
objectives
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objectives
• Find a good partner
• Integrate with your traditional activities
• Involved the company
• Study…
#8: How do I integrate my social
media activities?
• How do I tie all the applications together to get the best results?
• How do I best keep my social media efforts organized and linked?
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organized and linked?
• What are the best tools to use to coordinate social media efforts while still being true to the social norms of each platform?
• Is there a program or system for pulling all these technologies into one platform?
Uniqlo – Case Study
• Uniqlo is a company known for marketing innovation in the digital space.
• Each year, their new fashion lines are launched globally with a campaign of simple, but highly engaging digital content.
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• Uniqlo is an inherent global brand that has been built using digital media. By relying music, imagery, design, dance, shapes and forms they can create a campaign once and use it everywhere.
• They are effectively using the Web as their global marketing medium.
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How to integrate & grow
• “Fans First” will continue to be our compass
• Continue building Common Solutions to
Amplify online and leverage offline
• Different Global & Local campaigns
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• Different Global & Local campaigns
• More Brands on More Platforms
• We will continue to Test, Learn, Share, SCALE
& REPEAT…Again, and Again, and Again
#9: How do I evaluate the advantages
and disadvantages of each platform?
• How do I evaluate which site will be most effective when marketing my business?
• How do I assess the value of the latest tools (social bookmarking, StumbleUpon, or
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(social bookmarking, StumbleUpon, or whatever) and learn to use and integrate them with my existing strategies?
• What are the social norms for using Facebook for marketing?
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#10: How do I measure social media
return on investment?
• How can I tell a convincing story to management about the return on investment for social media marketing?
• What are the key metrics to follow for measuring return on investment in terms of customer
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return on investment in terms of customer satisfaction, revenues and brand loyalty?
• How effective is social media versus the resources needed to maintain the effort?
• Are there any industry benchmarks that track the impact of social media marketing?
Benefits of social media
• Helped me to close business (73.8% of
marketers who have been using social media
for +2 years)
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for +2 years)
– B2B more (51.3%) than consumers (44.9%)
– Small business (57.8%)
Benefits of social media
• Generated exposure for my business
• Resulted in new business partnerships
• Generated qualified leads
• Reduced my overall marketing expenses
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• Reduced my overall marketing expenses
– The main financial cost of social media marketing is the time it takes to gain success
• Helped us rise in the search ranking (reputation)
• Increased my database (traffic/subscribers, etc.)
Benefits of social media marketing
• The number-one benefit is gaining all-important eyeball
• Increase in serach engine rankings
• Qualified leads
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Helped me close business
• 73.8% marketers who have been using social
media report it has helped them close
business
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Measurement Foundation
CRMCRMBusiness
IntelligenceBusiness
Intelligence
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ROIROISalesSales AnalyticsAnalytics
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Business Challenge
• Corporate culture
• Customer information
– Sales data
– Customer research
• Managing expectations
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• Managing expectations
– Time frame, budget, capabilities
• Department fragmentation
• Semantics
– What is ROI?
Technology Challenge
• Customer tracking
– Social networks and over time
• Data and analytics
– Managed by multiple parties
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– Managed by multiple parties
– How do you get all the data and make
analytics/data platforms talk to each other?
• Making sense of the data
– Interpreting results from various data sources
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How to measure
• numero di fan
• costo per fan
• owned media value
• earned media value
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• earned media value
• fan click through to sales lead
• fan engagement
• social conversation volume
• sentiment
How to measure
• tasso di reclutamento o acquisizione nuovi utenti
• retention (tasso di trattenimento): quanti utenti restano e continuano a partecipare
• tasso di fidelizzazione: utenti che diventano fan e ambasciatori legandosi al brand e all’azienda, aiutando il percorso di buzz e di influenza su altre persone come loro.
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percorso di buzz e di influenza su altre persone come loro.
• Questi parametri sono inseriti in Google Analytics e in altri strumenti che se confrontati con il proprio database di marketing e incrociati con i dati di vendita, possono aiutare a costruire dei Key Performance Indicators per il piano di marketing digitale.
In Italia tipicamente si misura…
• aumento in brand equity e fidelizzazione
• aumento della notorietà del brand
• aumento della soddisfazione dei clienti
• customer care più efficiente
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• customer care più efficiente
• aumento delle vendite
• informazioni in tempo reale sui/dai clienti
• PR più efficaci
• azioni mirate e rilevanti
Remember the objective…
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Contact Info
• Paola Peretti
• Cell 334.7510791
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