Università degli studi di Pavia
Corso di Laurea Magistrale Interdipartimentale in Comunicazione Professionale e Multimediale.
THE USE’S EFFECT OF SOCIAL MEDIA ON THE COMPANY’S VALUE
Cases: Unieuro & Grandi Navi Veloci
Relatrice: Prof.ssa Chiara Demartini
Correlatore: Prof. Giampaolo Azzoni
Claudia Lanza
Matr: 416295
A.A. 2013/2014
What we
about?
What are Social Media?
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 usergenerated content.
Kaplan & Haenlein
Social Media Marketing
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.
Traditional Marketing
Social Media Marketing
(Above the line)
(Below the line)
Traditional tools
Standardized message
Unidirectional and top-down
Mass Market
Company oriented
Online tools
Interactive approach
Bidirectional and
conversational
UserFriendly, one to one
Customer Oriented
Marketing Mix Model Change
PRODUCT
PRICE
TARGET
MARKET
PLACE
PROMOTION
CONSUMER
COSTS
TARGET
MARKET
CONVENIENCE COMMUNICATION
Benefits?
Increasing traffic
Relational Benefits
Customer engagement
Emprove Brand Awareness
Speed of feedback and results
The Social Enterprise
Collaboration
New information technologies
Customer-Centric culture
Social Media strategy
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.
Listening and
analysis of situation
Definition of objectives
Strategy plan
Monitoring
and evaluation
When is a company performing?
A company can be defined as performing, if
it can effectively achieve its goals.
Counting Metrics
Outcome Metrics
Metrics
Business Value Metrics
Foundational Metrics
How about ROI?
ROI as Return On Influence?
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 .
Exposition
Echo
Share of Voice
Empirical Cases
SocialMediAbility Index
Orientation 2.0
118.783
11.500
165
/
/
130.448
247.051
640
265
/
40
247.987
SocialMediAbility Index
Dedication - Facebook Competitive Analysis Report
SocialMediAbility Index
Dedication - TweetReach
SocialMediAbility Index
Engagement - Facebook Competitive Analysis Report
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
“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