![Page 1: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/1.jpg)
Cum masori eficienta actiunilor tale in Social Media
ANDREEA STANOnline Business Forum, Iasi
15 iunie 2010
![Page 2: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/2.jpg)
ACTIUNI SOCIAL MEDIA (SM)
Proactive campanii punctuale de produs, serviciu, vanzare,
promovare etc
Reactivecrize, situatii de urgenta
Active (ongoing) – mentinerea prezentei in SM
![Page 3: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/3.jpg)
4 INTREBARI
![Page 4: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/4.jpg)
• De unde plec? Benchmarking
• Unde vreau sa ajung? Obiectiv
• Unde sunt acum? Monitorizare
• Unde am ajuns? Analiza si masurarea eficientei
![Page 5: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/5.jpg)
De unde plec? Benchmarking
• Search …search...search (Google Search, Twitter Search etc)
• Social media search tools (ubervu.com, addictomatic.com, socialmentions.com, oneriot.com, icerocket.com etc)
• Google Analytics (alte servicii de analiza trafic: Omniture)
![Page 6: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/6.jpg)
Unde vreau sa ajung? Obiectiv
Specific – ce?
Masurabil – cat?
Abordabil – cum?
Realist /Realizabil/Relevant – de ce?
Timp (incadrat in Timp) – pana cand?
![Page 7: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/7.jpg)
Unde vreau sa ajung? Indicatori
Stabilim indicatorii unei campanii in functie de:
-specificul platformei/platformelor pe care se desfasoara
- tipul de actiune
![Page 8: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/8.jpg)
Unde vreau sa ajung? Indicatori specifici
IN FUNCTIE DE SPECIFICUL RETELEI
PLATFORMAINDICATORI
cantitativ calitativ
FACEBOOKlikes (poze, post-uri etc)
comentarii comentarii
fani (pagina) profil fani
prieteni (profil, grup)
participare eveniment
clicks (Facebook Ads)
…comentariipozitive/negative/neutre
BLOG Trackback links Trackback links
comentarii
comentariipozitive/negative/neutre
share continut pe retele sociale
vizite
vizualizari
…
IN FUNCTIE DE SPECIFICUL RETELEI
PLATFORMAINDICATORI
cantitativ calitativ
TWITTER followers followers
RT RT
links
reply
click on links
…
FORUM noi topic-uri
raspunsuri raspunsuri
…
SITE/LANDING PAGE vizite
bounce rate bounce rate
new vs returning
…
![Page 9: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/9.jpg)
Unde sunt acum? Monitorizare
O etapa extrem de importanta pentru optimizare!
Monitorizam (cu ajutorul unor servicii si platforme paid sau free care
ofera doar un tip de analiza sau servicii complete):
• Calitativ: Viral Heat, Twendz, Tweet Feel, Crimoson Hexagon, Sentiment Metrics etc
• Cantitativ: Google Analytics, Omniture, TweetMemeAnalytics, PostRankAnalytics , HootSuite , bit.ly etc
![Page 10: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/10.jpg)
Unde sunt acum? Monitorizare
• Google Analytics (alte servicii de analiza trafic: Omniture)
• RSS feeds
• Alerte (google alerts, newslettere etc)
• Search …search...search • Platforme de search specifice (topsy.com, search.twitter.com,
collecta.com, boardreader.com etc)
• Functionalitatile de search interne ale retelelor sociale
• Social media search tools (ubervu.com, addictomatic.com, socialmentions.com, oneriot.com, icerocket.com etc)
![Page 11: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/11.jpg)
Unde am ajuns? Analiza si masurarea eficientei
am atins obiectivul S.M.A.R.T.?
![Page 12: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/12.jpg)
Cum masori eficienta actiunilor tale in Social Media
A determina cu instrumente sau cu aparate de măsură, etaloane etc., valoarea unei mărimi -CANTITATIVA
Masura a rezultatelor unei activitati raportate la eforturile facute
A evalua, a aprecia valoarea-CALITATIVA
Desfășurare a unei activitățipentru atingerea unui scop
Creat de societate, al societății, caracteristic societății; care privește societatea omenească. Care este produsul unei activități desfășurate în comun
![Page 13: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/13.jpg)
ROI- indicatori cantitativi
(X – Y) / Y X = valoarea finalaY =valoarea initiala.
Ex. daca ati investit 10 Ron si, in final, aveti 40 Ron. Atunci ROI-ul vostru este (40 – 10) / 10 = 3, adica ati obtinut triplul investitiei.
Daca putem masura conversia online ne folosim de platforme de analiza a traficului si tool-uri de analiza cantitativa (eventual landing page)
Daca masuram conversia on offline ne folosim de tool-urile de mai sussi corelari intre datele de trafic din social media si vanzari.
![Page 14: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/14.jpg)
EFICIENTA – indicatorii calitativi primeaza
Cel mai important tip de masurare in Social Media!
• O buna analiza si interpretarea corecta a datelor / feedback-ului permite:
adaptarea
imbunatatirea
eficientizarea
optimizarea actiunilor in functie de rezultate.
• Se construieste pe analiza indicatorilor calitativi in general
• De multe ori acelasi indicator poate fi interpretat atat din punct devedere calitativ cat si cantitativ
![Page 15: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/15.jpg)
www.bitdefender.ro/GeekyLove
![Page 16: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/16.jpg)
Geeky Love Campaigno Period: 03 february– 1 march
o Jury made of top IT bloggers and journalists, who had
around 20-30k unique visitors per month
o Top 5 - 10 hashtags in RO for 3 weeks (most popular subjects
on Twitter)
o Messages received: 350
o Retweets: more then 500
o No. of followers: increased from 18 to 250
o BitDefender is included in 12 lists vs. 0 before the campaign
started (people considered BD communication attractive )
o Presence of the campaign on blogs, forums and other sites.
o Brand sentiment: great engagement with users, positive
attitude towards the campaign, positive comments and
posts, interest raised
o Interest from readers, many comments on campaign
posts: 350 comments, besides messages received
![Page 17: Cum masori eficienta actiunilor tale in social media](https://reader034.vdocuments.net/reader034/viewer/2022042522/559ee2a21a28ab3b0a8b45ce/html5/thumbnails/17.jpg)
I have not failed!
I've just found 10,000 ways that won't work.