Migliorare il business ascoltando la Rete Padova 27 Marzo 2012
I Social Media in Italia: scenario e trend L ascolto della rete; di cosa parliamo? I social media scenario e trend La ricerca di Demoskopea; alcune soluzioni per il futuro
La definizione dell Advertising Research Foundation: Lo studio di conversazioni, comportamenti e segnali In rete che si presentano naturalmente, Monitoraggio che possono essere guidati o meno, e che portano la vita delle persone e la loro voce a contatto con il brand Ricerca Social Marketing
I Social Media in Italia: scenario e trend L ascolto della rete; di cosa parliamo? I social media scenario e trend La ricerca di Demoskopea; alcune soluzioni per il futuro
Total Unique Visitors (MM) IN OCTOBER 2011 Around the world, Social Networking now reaches 1.2 billion users. 82.4% of the world s online population 22 million users. 93,1 % Source: comscore Media Metrix, October 2011
1600 1400 1200 1000 800 600 400 The Rise of the Global Social Networking Audience +88% Total Internet +174% Social Networking 200 0 Worldwide Total Unique Visitors (MM) 2007 2008 2009 2010 2011 Source: comscore Media Metrix, March 2007 - October 2011
1 Nearly in 5 minutes online is spent on social networks today. 35 30 25 Social Networking Search Navigation Retail Communications (email/im) Other Content Time Spent on Key Categories Online Worldwide Hours per Month (Billions) Source: comscore Media Metrix, March 2007 October 2011
Share of Time Spent on Social Networking 30% Social Networking Total Minutes as a % of Total Minutes Online Source: comscore Media Metrix, October 2011
55% Facebook s global penetration 3in 4 minutes on social networking sites are spent on Facebook 1 in 7 minutes spent online are spent on Facebook Source: comscore Media Metrix, October 2011
Growth of Twitter and 10 Most Tweeted Moments of 2011 1 Twitter reaches in 10 global online users. Jan-11 Apr-11 Jul-11 Oct-11 160 Total Unique Visitors (MM) 8868 120 6939 New Year 80 Tweets per Second 6303 5531 6436 7196 End of FIFA Women s World Cup 7064 MTV Music Video Awards 7671 6049 40 BET Awards UEFA NBA Finals Champion s League Final Steve Jobs Resigns Steve Jobs Passes Away Troy Davis Executed Source: comscore Media Metrix, January 2010 - October 2011; Twitter.com
Facebook and the others But is just behind the door - 2,143 U.V. in Dec. 2011 Source: comscore Media Metrix, Worldwide, October 2011 vs. July 2010
Males and users 55+ represent the fastest growing segment in social networking. Social Networking Penetration Among Worldwide Demographic Groups % Reach Source: comscore Media Metrix, Worldwide, October 2011 vs. July 2010
Women still spend more time on social than men, but the gender gap is narrowing for younger demographics. 2,7 4,9 6,7 3,2 3,9 6,4 6,6 4,0 3,9 5,6 5,8 4,0 4,9 5,8 6,2 5,2 7,5 8,6 12,2 10,2 Social Networking Engagement Among Worldwide Demographic Groups Average Hours per Visitor Source: comscore Media Metrix, Worldwide, October 2011
Despite Social Networking s leadership in the display ad market, it is not yet attracting its fair share of online ad dollars. Display Ad Impressions Display Ad Estimated Spending Social Networking Share of Key Metrics Source: comscore Ad Metrix and Media Metrix, U.S., October 2011
Social Networking Penetration in Selected Mobile Markets % of Total Mobile Audience *MobiLens data for all markets is sourced from the 3 month average period ending in October 2011, except for Japan, which is sourced entirely from October monthly data. Source: comscore MobiLens, 3 Month Average Ending October 2011*
Mobile Social Networking Activity On-the-Go 61% 71% na 44% 51% 35% % of Mobile Social Networking Audience Source: comscore MobiLens, 3 Month Average Ending October 2011
Tablets and Connected Devices: The Future of Mobile Social Networking? Incremental Reach and Duration of Time Spent on Selected Categories Relative to Computer Use for iphone and ipad Owners Incremental Reach Incremental Duration 2.0x 9.2x 1.6x 1.9x 2.8x 2.5x Source: comscore Custom Analytics, U.S., September 2011
Behind the Scenes: What s Going on With Social Networking Sites in Italy? 35.9% of the Italian Smartphone Market access Social Networking services on their phone
48% of all Italian Smartphone owners have performed one shopping activities while they were in a physical retail store
Italy is Fastest Growing EU5 Online Video Market
I Social Media in Italia: scenario e trend L ascolto della rete; di cosa parliamo? I social media scenario e trend La ricerca di Demoskopea; alcune soluzioni per il futuro
E stato analizzato il comportamento su Facebook e su Twitter di 54 brand per rilevare: 1. quanto sono presenti; 2. quanto sono attive; 3. che tipo di attività svolgono, con quali obiettivi e risultati. N post analizzati N pagine Facebook o account Twitter ufficiali N aziende/brand presenti sul media % aziende/brand presenti sul media Media post per pagina al mese Tot Fan/follower Facebook 3933 53 43 80% 42 25.727.363 Twitter 3295 35 35 65% 88 726.703
Analizzando un campione statistico di 7.228 post pubblicati ad ottobre 2011 sono state identificate le finalità perseguite dalle aziende sui social network classificandole in 4 tipologie ASCOLTO PROMOZIONE/COM. ENGAGEMENT CUSTOMER CARE
Livello di attività su Facebook 250 200 150 100 50 0 Auto Fashion Banking On line Banking Food Household Media Telco TELCO E MEDIA SONO I SETTORI PIU ATTIVI
Tipo di attività su Facebook e Twitter ASCOLTO 60% % di post pubblicati nel mese sul totale CUSTOMER CARE 40% 20% 0% COMUNICAZIONE ENGAGEMENT Facebook Twitter
100% 50% 0% Tipo di attività per settore di mercato Food Automotive Household Media Telco Fashion Finance Com. promozionale Com. laterale Ascolto Engagement Customer Service % sul totale dei Post
Tipo di attività per settore di mercato 100% 50% 0% Food Automotive Household Media Telco Fashion Finance Com. promozionale Com. laterale Ascolto Engagement Customer Service % sul totale dei Post
Post su Facebook finalizzati all ascolto 30 25 20 15 10 5 0 Aziende/Brand L ASCOLTO ANCORA INGABBIATO % di Post pubblicati per stimolare ascolto sul totale dei Post
I Social Media in Italia: scenario e trend L ascolto della rete; di cosa parliamo? I social media scenario e trend La ricerca di Demoskopea; alcune soluzioni per il futuro
Demoskopea Digital Knowledge LE RICERCHE NEL MERCATO DIGITAL Monitoraggio Ricerca Social MROC Universo Internet Branded panel (1 50.000 membri) Analisi delle conversazioni: Buzz Sentiment Influencer Misurazione e analisi del mondo digitale + + Ricerche Quantitative Ricerche Qualitative Co creation
Public vs branded community Listening and Social Research Private Insight Engine
ESTRAZIONE POST ATTRIBUZIONE SENTIMENT REPORTING Custom Piattaforma Demoskopea Faziosità Coraggio Interesse 5 4 3 2 1 0-1 -2-3 -4-5 Autorevolez Chiarez Competenza Indipendenza 32
The world leader Digital Business Analytics Company + AUDIENCE ADVERTISING MOBILE
Classificazione dei domini internet in base alle categorie di interesse.
Trend dei visitatori unici.
Media Dashboard Il Dashboard fornisce insights con dati di vari reports Key Measures Demographics Year Over Year Trend Cross Visiting World Metrix
Domini con la più elevata concentrazione di utenti che hanno interesse ai temi Food.
Rilevazione della duplicazione dell audience. Alfemminile.com Style.it Wired.it
validated Campaign Essentials (vce) is powered by comscore s unique impression validation technology, vgrp Gross Impressions Removes All Ad Impressions That Didn t Have A Chance to Make An Impact No opportunity to be seen Delivered outside of target audience Delivered in the wrong geography Delivered next to unsafe content Subject to fraudulent delivery Validated Impressions
Top 5 devices in Italy Mobilens dati illustrativi Product: MobiLens Data: Three month average ending May 2011 Country: IT, N=12,186
ENGAGE Engage Respondents Increase Participation Engage Users Increase Insights Engage Decision Makers Increase Action
GO Social Be Revelant GO Mobile
https://showcase3.visioncritical.com/r.aspx?a=12 Newsletters Traditional Visual Visualize
ACT
Demoskopea Digital Knowledge UNA PIATTAFORMA DI SERVIZI/PRODOTTI UNICA E INTEGRATA Demoskopea Digital è una Divisione formata da consulenti web e digital, semiologi ed esperti del linguaggio dei nuovi media, etnografi della rete. Web Discovery Netnography Idea 2.0 Chat e Forum on line Reputation Monitor + Leader mondiale nella misurazione dell universo digitale e la fonte principale di informazioni di marketing digitale a livello globale. Media Metrix Mobile Media Social Media Medial Planning qsearch Video Metrix Campaign Essentials AdXpose Custom Research + Vision Critical, società di ricerca strategica interattiva. Sparq è la piattaforma di ricerche sulle community on line più diffusa al mondo. Sparq Community Panel Customer Experience Management Virtual Shopping Idea Screaning Reaction Plus
Vision Critical Sparq Visual Questions: Survey: https://showcasesurveys.visioncritical.com/r.aspx?a=95 IdeaScreenPlus: Survey: https://survey.ideascreenplus.com/r.aspx?a=3031&t=1&_e=sba Reporting: https://demo.ideascreenplus.com/reports/adhoc/9c1-02a3-46e5-8300-c1c3b424a0ff Passcode: 0ba5a ReactionPlus: Survey: https://survey.reaction-plus.com/r.aspx?a=479&t=1&_e=sba Reporting: https://demo.reaction-plus.com/reports/adhoc/6d7-c9fc-4630-88bb-7d0303ed89e3 Passcode: d8862 Virtual Store: Survey: http://www.fusionsurveys.com/demos.cfm?demoid=16&report=0 Report: http://www.fusionsurveys.com/demos.cfm?demoid=16&report=1 comscore http://mymetrix.comscore.com http://mymetrix.comscore.com/app/planner.aspx