THE USE’S EFFECT OF SOCIAL MEDIA ON THE COMPANY’S VALUE

Cases: Unieuro & Grandi Navi Veloci

Università degli studi di Pavia Corso di Laurea Magistrale Interdipartimentale in Comunicazione Professionale e Multimediale.

Claudia Lanza Matr: 416295

Relatrice: Prof.ssa Chiara DemartiniCorrelatore: Prof. Giampaolo Azzoni

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 user-generated 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(Above the line)

Social Media Marketing(Below the line)

Traditional tools Standardized message Unidirectional and top-down Mass Market Company oriented

Online toolsInteractive approach Bidirectional and conversationalUserFriendly, one to oneCustomer Oriented

Marketing Mix Model Change

TARGET MARKET

PRODUCT PRICE

TARGET MARKET

PLACE PROMOTION

CONSUMER COSTS

COMMUNICATION

CONVENIENCECOMMUNICATION

Benefits?

Increasing trafficRelational Benefits

Emprove Brand Awareness

Speed of feedback and results

Customer engagement

The Social Enterprise

Collaboration

New information technologies

Customer-Centric culture

Monitoring and evaluation

Strategy planDefinition of objectivesListening and

analysis of situation

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.

When is a company performing?

A company can be defined as performing, if it can effectively achieve

its goals.

Metrics

Counting Metrics

Outcome 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

247.051 640 265 40

130.448

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 changingBenefits are too relevant to ignore themThe social are used to create affection for the brand, for promotion operations and cultivation of relationshipCompany are still unripeBrands 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