1 / 19

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?.

tamesis-tanith
Télécharger la présentation

Università degli studi di Pavia

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related