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Università degli studi di Pavia

Università degli studi di Pavia Corso di Laurea Magistrale Interdipartimentale in Comunicazione Professionale e Multimediale. Relatrice: Prof.ssa Chiara Demartini Correlatore: Prof. Giampaolo Azzoni. Claudia Lanza Matr: 416295. A.A. 2013/2014. What we. about?.

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Università degli studi di Pavia

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  1. Università degli studi di Pavia • Corso di Laurea Magistrale Interdipartimentale in Comunicazione Professionale e Multimediale. • Relatrice: Prof.ssa Chiara Demartini • Correlatore: Prof. Giampaolo Azzoni • Claudia Lanza • Matr: 416295 • A.A. 2013/2014

  2. What we • about?

  3. Social Media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content. • Kaplan & Haenlein • What are Social Media?

  4. Social Media Marketing is the branch of marketing that uses the new media, including a range of activities aimed at increasing the visibility of a company or a brand on social media, in the community and in the platforms of the web. • Social Media Marketing

  5. Social Media Marketing • (Below the line) • Traditional Marketing • (Above the line) • Online tools • Interactive approach • Bidirectional and conversational • UserFriendly, one to one • Customer Oriented • Traditional tools • Standardized message • Unidirectional and top-down • Mass Market • Company oriented

  6. Marketing Mix Model Change • PRODUCT • PRICE • CONSUMER • COSTS • TARGET • MARKET • TARGET • MARKET • PLACE • PROMOTION • CONVENIENCE • COMMUNICATION • COMMUNICATION

  7. Benefits? • Increasing traffic • Relational Benefits • Customer engagement • Emprove Brand Awareness • Speed of feedback and results

  8. The Social Enterprise • Collaboration • New information technologies • Customer-Centric culture

  9. Social media strategy is the way in which a company decides to become part of the Social Web, listening to your audience and speak directly with it. • Social Media strategy • Listening and • analysis of situation • Monitoring • and evaluation • Definition of objectives • Strategy plan

  10. A company can be defined as performing, if it can effectively achieve its goals. • When is a company performing? • Counting Metrics • Outcome Metrics • Metrics • Business Value Metrics • Foundational Metrics

  11. How about ROI?

  12. Person able to influence the thoughts and decisions of others, thanks to what he says or writes, succeeding in a short time to change the opinion and the general sentiment around a theme . • ROI as Return On Influence? • Exposition • Echo • Share of Voice

  13. Empirical Cases

  14. SocialMediAbility Index • Orientation 2.0 • / • / • 130.448 • 118.783 • 11.500 • 165 • / • 247.987 • 247.051 • 640 • 265 • 40

  15. SocialMediAbility Index • Dedication - Facebook Competitive Analysis Report

  16. SocialMediAbility Index • Dedication - TweetReach

  17. SocialMediAbility Index • Engagement - Facebook Competitive Analysis Report

  18. Conclusion • The marketing contest is changing • Benefits are too relevant to ignore them • The social are used to create affection for the brand, for promotion operations and cultivation of relationship • Company are still unripe • Brands are not using enough social

  19. “Il Web è più un’innovazione sociale che un’innovazione tecnica. L’ho progettato perché avesse una ricaduta sociale, perché aiutasse le persone a collaborare, e non come un giocattolo tecnologico. Il fine ultimo del Web è migliorare la nostra esistenza reticolare nel mondo” • Tim Berners-Lee

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