vvc social media marketing metrics and data
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VVC Social Media Marketing metrics and dataTRANSCRIPT
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La coda lunga del turismoVoglio Vivere Così Case History
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A UNIQUE COMMUNICATION PROGRAM
VOGLIO VIVERE COSI’ “CAMPAIGN”
Social MediaMobileWeb ADVTVAirport +MuseumsPress
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Conversazioni analizzate*(temi relativi al “brand” Toscana)
MONITORAGGIO CONVERSAZIONI
*negli primi 6 mesi
315,268
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5
TRAVEL choice INFLUENCER
51
43
33
28
22 22
Fonte: PhoCusWright's Consumer Travel Report,
maggio 2009
Recensioni in OTA FotoRecensioni VideoTravel blog Social Media
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6
Long Tail
Mercati di massa Massa di Mercati
Percezione del valore
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definizione KPIKey Performance Indicator
Brand AwarenessIncremento visite, incremento buzz relativo al brand sui social media, incremento fan, incremento rank SEO, incremento link, ecc....
Brand EngagementVisualizzazione contenuti sui social media, tempo permanenza sui sito, frequenza di rimbalzo, numero di condivisioni contenuti, commenti, ecc....
User Actions* Vendite, interazioni SM con customer service, interazioni SM con HR, ecc....
* ogni azione deve prevedere, a livello si strategia, anche la definizione di specifici KPI. Ogni azienda può prevedere differenti KPI
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84% delle aziende non misura...
Do not measure84%
Measure16%
Professionals Worlwide Who Measure the ROI of Their Social Media* Programs, August 2009 (% of respondents)
* includes blogs, chat, discussion boards, microblogs, podcast, ratings, social networks, video-sharing, wikis, etc.
Source: Mzinga and Babson Executive Education, “Social Software in Business” September 8, 2009via: www.emarketer.com
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Tuscany+
pensata per il turismo
La prima app Augmented Reality
oltre15.000 downloads
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Visit Tuscanyla prima brand page in Italia del nuovo social network mobile
on Foursquare
4.000 followers
100tips
300todo’s
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Mobile AppsVVC Card & Gamesuniversali, multipiattaforma e gratuite
oltre150.000 downloads
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al 30/01/2010
RISULTATI ?
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Audience totale della campagna
241 Mall’interno di 787 fonti tra siti, blog, canali social media
0
75
150
225
300
mar apr lug sett ott nov gen
82
128149 159
210 220241
audience (milioni di persone)esposizione seedingtotale
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contenuti originali creati
17.515all’interno di 50 presidi tematici social media
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interazioni con gli utenti
+35.000
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Participation Inequality
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179.585 visualizzazioni fan page
26.064 fan
22.757 interazioni con gli utenti
1.000
10.000
100.000
1.000.000
gen apr lug ott gen
FB fans FB interactions FB views
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4.908 mentions, retweets e replies
9.317 followers
0
2.500
5.000
7.500
10.000
gen feb mar apr mag giu lug ago sett ott nov dic gen
TW followers TW mentions
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multimedia
235.315 visualizzazioni video
76.328 visualizzazioni mappe
127.900 visualizzazioni foto
0
75.000
150.000
225.000
300.000
gen feb mar apr mag giu lug ago sett ott nov dic gen
YT views Flickr views Googlemaps views
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Le attività editoriali Social Media portano ad una crescita lenta, organica e
duratura della visibilità dei contenuti e della Brand Awareness.
1
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L’efficacia dell’attività Social Media migliora esponenzialmente quando in
sinergia con eventi e iniziative di comunicazione di tipo tradizionale.
2
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E’ necessario che tutti gli attori coinvolti, pubblici e privati, facciano sistema.
3
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ricerche su Google con keyword attinenti alla Toscana
+23%
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La popolarità online della Regione Toscana attraverso Blog, Social Media e News Site
Nel grafico: l’andamento della Regione Toscana attraverso la query “Tuscany” dal 1 Novembre 2009 al 1 Maggio 2010. Fonte: Sysomos
BUZZ
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media turismo in Italia
-4,7%fonte IRPET 2009
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media turismo in Toscana
-0,7%fonte IRPET 2009
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STRUMENTI E METRICHE SM
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strumenti & metriche
FACEBOOKStrumento di misurazione: Facebook insights, Facebook campaign managerMetriche: numero fan, numero pagine viste fan page, interazioni, numero aggiornamenti, numero impressions ADV
TWITTERStrumento di misurazione: manualeMetriche: followers, following, numero di aggiornamenti, interazioni
BLOGStrumento di misurazione: Google AnalyticsMetriche: visite, pagine viste
YOUTUBEStrumento di misurazione: Analytics interno a YoutubeMetriche: visualizzazioni, preferenze, voti
FOURSQUAREStrumento di misurazione: FoursquareMetriche: numero amici, numero tips
GOOGLE MAPSStrumento di misurazione: Analytics interno a Google MapsMetriche: visualizzazioni
MISURAZIONE CLICKStrumento di misurazione: HootsuiteMetriche: click su short URL, provenienza utenti
SEEDING BLOGStrumento di misurazione: mydnstats.comMetriche: visite stimate mensili siti dove viene effettuato seeding
REPORTISTICA INTERNAStrumento di misurazione: manualeMetriche: numero totale contenuti prodotti, suddivisone canali, reactions, commenti, luoghi dove viene effettuato seeding
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domande?Mirko Lalli - Fondazione Sistema Toscana http://flavors.me/mkl