usare e capire social con i dati - fpaforges.forumpa.it › assets › speeches › 15537 ›...
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Usare e capire i social network attraverso i dati
15 ottobre 2015school.dataninja.it
#sce2015!#dataninjaschool
Donata Columbro @dontyna
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Usare e capire i social network attraverso i dati
school.dataninja.it
#sce2015!#dataninjaschool
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Usare e capire i social network attraverso i dati
school.dataninja.it
#sce2015!#dataninjaschool
• giornalisti • comunicatori • digital strategist • social media editor
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DATA MEDIA STRATEGYschool.dataninja.it
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DATA MEDIA STRATEGYschool.dataninja.it
io e il codice
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1) i dati ci servono per l’ascolto
Chi è l’audience che vuoi raggiungere, di cosa parla, cosa cerca e come ne parla
DATA MEDIA STRATEGY
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2) i dati ci servono per monitorare l’attività
DATA MEDIA STRATEGY
Analisi dei dati = deve portare a raccomandazioni specifiche per l’azienda/organizzazione
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3) i dati ci servono per misurare !i risultati in base agli obiettivi
DATA MEDIA STRATEGY
OUTCOME METRICS = KPI
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OUTCOME METRICS = KPI• INDICATORI DI PERFORMANCE
Prendono in considerazione l’obiettivo e ne indicano il grado di approssimazione al raggiungimento.
John Lovett cit. in Vincenzo Cosenza - Social Media ROI
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ES: obiettivi a cui associare dei KPI (key performance indicators)
1. incrementare la visibilità = misurare il reach (il pubblico)
2. incoraggiare il dialogo = engagement (commenti, menzioni, condivisioni) (reach x engagement = ampiezza delle conversazioni)
3. generare interazioni = risposte a call to action 4. facilitare il supporto/assistenza clienti 5. promuovere l’advocacy = influencer/testimonial 6. stimolare l’innovazione = spazi ad hoc per discussioni
online, nuove idee
John Lovett cit. in Vincenzo Cosenza - Social Media ROI
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STRUMENTISITO
Google Analytics Shared Count
Chartbeat !TWITTER
Analytics bit.ly
Hootsuite Sumall
Think Up Twitonomy
FACEBOOK Insights
LINKEDIN Gruppi Pagine
INSTAGRAM Insights
(Iconosquare)
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STRUMENTICrea il tuo foglio delle KPI
!
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INDICATORITWITTER
• numero di follower • preferiti • rt • click sul link • menzioni • citazioni del brand • reach di una campagna • liste • trending topics
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INDICATORIFACEBOOK
Insights
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INDICATORIFACEBOOK
!
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SOCIAL DATA STORYTELLING
school.dataninja.it
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SOCIAL DATA STORYTELLING
school.dataninja.itESEMPI:
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SOCIAL DATA STORYTELLING
school.dataninja.itESEMPI:
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SOCIAL DATA STORYTELLING
school.dataninja.it
COME:
- servizi come Blogmeter
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SOCIAL DATA STORYTELLING
school.dataninja.it
COME:
- tool free:
http://socioviz.net/
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SOCIAL DATA STORYTELLING
school.dataninja.it
COME:
- tool free:
https://tags.hawksey.info/get-tags/
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GRAZIE!Donata Columbro / @dontyna !
school.dataninja.it
credits cartoons: http://tomfishburne.com/