consumer generated media media roma 052008
DESCRIPTION
Presentation at the Confererence : Il Nuovo Potere dei Consumatori sul web - Roma 06052008 - organized by digital pr hill knowlton Agenda : http://www.digital-pr.it/pages/seminario_2.htmlTRANSCRIPT
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Misurare i Consumer Generated MediaClaudio Foglini
Account Manager
Agenda:
•Un anno fa•Consumer Generated Media – vecchi e nuovi•Corporate reputation: questa sconosciuta•Orecchie e metodo•Insight: una soluzione Dow Jones•Ultimi consigli
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Blogs | Wikis | Discussion Groups | Web Sites
Instant global forumMiliardi di pagineCiascuno é editore
Local | Trade | National | Global
Milioni di articoli Larga audience
Crisi instantanee
Day 1Day 1
Nuovi strumenti
Consumatori
Azionisti
....pro-sumers
Stampa tradizionale
Analisti finanaziari
Analisti di settore
Non-government organisations (NGOs)
Gruppi di pressione
Governo
Sindacati
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Un forum immediato....
...e spettatori attenti
http://youtube.com/watch?v=vRJdQVj4ALY
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Esempi di Social Media
Podcasts (iTunes, Everyzing)
Video-sharing (YouTube)
Wikis (Wikipedia)
Communities (Facebook, MySpace)
Photo-sharing (Flickr)
Virtual lives (SecondLife)
Micro blogging (Twitter)
Folksonomies / Tagging (del.icio.us, digg)
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Esempi di Social Media Emergenti
User Generated Metadata (FOAF, Reuters Calais)
Visualizzazione (Swivel, ManyEyes, Gapminder)
Contenuto portatile (Dataportability.org)
Conversazioni Video (Seesmic, EyeJot)
Self Publishing (Lulu.com, Blurb.com)
User Product Creation (Zazzle, Cafepress)
Self Publishing Tools (Flypaper, Slideshare)
Online Digital Picture tools (Picnik, Scrapblog)
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Conclusioni Web 2.0= Nasce un nuovo paradigma
Web 3.0= Si realizza un nuovo paradigma
CGM é un gruppo di NUOVI media NON una minaccia
I CGM sono misurabili ma non necessariamente gestibili
I CGM influenzano settori trasversali dell’azienda, ma in particolare:
Brand Reputazione
Le aspettative dei prosumer cambiano nel tempo ( e i prosumer vogliono si sappia)
Tecnologia e metodi di misurazione esistono
La naturale evoluzione tecnologica dei CGM (cfr. Tagging) renderà il controllo più preciso e utile
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Cosa stiamo proteggendo?
“It takes 20 years to build a reputation and five
minutes to ruin it.”
Warren Buffett
* Nel 1991 non esistevano i CGM
“If you lose dollars for the firm, I will be understanding. If you lose reputation for the firm, I will be ruthless."
Warren Buffett, 1991
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Ascoltare é il primo passo per poter conversare
• identifica la tua comunità• media e strumenti preferiti (da loro – non da te)• di che parlano ?• quali sono i loro valori/criteri di valutazione?
Product development, marketing, knowledge sono posteriori all’ascolto
Come fare ?
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Ognuno ha il suo ritmo
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Modelli di Misurazione dei CGM | 3C Model
Corporation Customers
Competitors
Asia-PacificEastern Europe
EuropeMiddle East & Africa
North AmericaSouth America
DanoneGeneral Mills
NestlePepsiCo
P&GUnilever
Heinz & Health Bakery & Cereals
Chilled FoodConfectionaryDairy ProductsSavory Snacks
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Modelli di Misurazione dei CGM | 5 Forze
KPMGErnst & Young
Baker & McKenzieJones Day
InfosysIBM Global Services
Goldman SachsMerrill Lynch
Arthur D. Little Corporate Executive Board
Marakon AssociatesThe Parthenon Group
Harvard Business SchoolWharton
London Business SchoolCK Prahalad
Kenichi OhmaeMichael Porter
Innovation & Automotive
FordGM
ToyotaHonda
BainBoston Consulting Group
McKinsey
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Metriche correnti
• Volume = Copertura Media Aggregata• Trend = Copertura nel tempo• Share of Voice = Copertura Media
Relativa• Footprint = Globale, Locale, di Nicchia• Tipo di Media = importanza differenziale• Influencers = Giornalisti, Analisti,
Bloggers• Qualitativa = Cosa dicono? Perche?
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Metriche emergenti
• Attitude = Sentimento implicito/esplicito• Demografico = Regione, Sesso, Professione• Velocita = diffusione nel tempo• Attenzione = tempo speso con media specifici• Partecipazione Interattiva = Referenzia,
Commenta, Agisci, • Credibilità = a chi credere ?• Risultato = impatto finanziario
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Insight: una soluzione Dow Jones per la misura ed analisi dei nuovi media
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Dow Jones Insight | Value Proposition
PartnerTecnologia
EsperienzaContenuto
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Traditional press
International business and news
Trade press + 14’000 fonti 1 anno di
archivio
Influential web 20,000 Web
sites influenti Selezione
editoriale Frequenza di
aggiornamento elevata (15 min > 1 h)
Consumer Generated
Media 14 milion di blog
e forums 5’000 post
selezionati al giorno
Softaware anti-spam e contro I blog inattivi
Trascrizioni
TV & Radio
4500 trascrizioni
TV & Radio 15 paesi
Dow Jones Insight | Contenuti
Factiva.com Universe
Contenuti su richiesta
+
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Dow Jones Insight | Contributo Umano
45 analisti media dedicati 8 Senior Media Consultants Strumenti avanzati Network di ricercatore multi-
lingua Responsabilità per:
Impostazione ricerche Configurazione Rassegne Analisi media e consulenza
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In cosa possiamo esservi utili ?
Misurare strategie di comunicazione, business issues e tendenze che inflluenzano la reputazione
Scoprire opportunita e minacce emergenti
Capire conseguenze ed implicazioni concrete della propria comunicazione
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PFIZER
SANOFI
MERCK
GSK
Favorability Analysis
Dow Jones Insight | Analisi favorevolezza
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Dow Jones Insight | Alcuni clienti
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Client Case Studies
Nike Defense contractor Fiserv Employment Company Retail Autodesk Sprint Ford Randstad
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Case Study #1: Nike
Ragione dell’acquisto: communication manager vuole un posto nel Management Board
Business Driver: Analisi posizionamento Nike rispetto alle prossime Olimpiadi in Cina
Valore Aggiunto: monitorare gli “influenti” attraverso un workflow standard Reportistica per il Senior Management
Risultati: più budget per Corp Comm, strategia di branding più chiara
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Case Study #2: Difesa e aerospaziale
Ragione dell’acquisto : Aumentare l’efficacia della misurazione del brand e della reputazione aziendale
Business Driver: risparmiare tempo e denaro
Valore Aggiunto: workflow unificato
Risultati: 6 ore / giorno risparmiate
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Defense contractor sample dashboard
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Case Study #7: Sprint
Ragione dell’acquisto : crisis management puntuale sulla blogosfera; attualmente utilizzo piattaforma per gestione brand e reputazione
Business Driver: Comunicare criticita in maniera proattiva (call center, senior management)
Valore Aggiunto: monitoraggio con singola piattaforma, modificabile secondo le esigenze
Risultati: I dipartimenti di competitive intelligence, business development and risorse umane sono ora al corrente di queste informazioni
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Sprint Platform
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Case Study # 7: Ford
Ragione dell’acquisto : monitoraggio brand e reputazione attraverso molte regioni
Business Driver: analisi media per identificare giornalisti, blogger etc. più influenti; sintesi per il senior management
Value Insight added to their need: analisi critica
Risultati:Vari gruppi di Corp Comm possono condividere
l’informazione; workflow e processo decisionale migliorati
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Reportistica per il senior management
[Note: report contents for illustration only]
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Ultimi consigli
Utilizzare valutatore obiettivo e neutro Pensare alla scalabilità Misurare in maniera coerente con strategie ed obiettivi di
PR Avere aspettative ragionevoli dall’intelligenza artificiale Avere aspettative ragionevoli dall’intelligenza umana
…..Grillo non era nessuno, ora pubblica sull’International Herald Tribune, finanziate dalla sua comunità
….tutti i media sono stati « nuovi » un tempo
….i giovani leggono, ma spesso non quello che leggiamo noi
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Strumenti utilizzati per gestire questa conferenza
www.google.com
www.factiva.com
http://salesworks.factiva.com
www.viadeo.com
http://www.slideshare.net/cfoglini
www.plaxo.com
www.linkedin.com/in/claudiofoglini
Search Engine
Online business information
Business social networking site
Powerpoint slide sharing site
Contact sharing site
Business social networking site
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Domande ?
Claudio Foglini
Account Manager