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201312_IAB_ Lo stato del social caring in Italia

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Un'analisi presentata da Vincenzo Cosenza di Blogmeter allo IAB 2013 in cui vengono rilevate le performance di Social Caring delle aziende italiane su Facebook e Twitter grazie alla piattaforma Blogmeter Social Analytics.

Publicada em: Mídias sociais
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201312_IAB_ Lo stato del social caring in Italia

  1. 1. www.blogmeter.it LO STATO DEL SOCIAL CARING IN ITALIA Vincenzo Cosenza @vincos @blogmeter © Blogmeter 2013 I www.blogmeter.it 1
  2. 2. Metodologia di analisi OBIETTIVO • Rilevare le performance di Social Caring delle aziende italiane su Facebook e Twitter PERIMETRO • 2.696 pagine Facebook e 1.338 profili di Twitter ufficiali di aziende e brand che scrivono prevalentemente in italiano PERIODO • 1 giugno 2013 – 31 ottobre 2013 (5 mesi) STRUMENTI E DATI RACCOLTI La piattaforma Blogmeter Social Analytics © Blogmeter 2013 I www.blogmeter.it
  3. 3. Social Caring su Facebook Di 2.519 pagine di brand che scrivono in italiano, quelle che hanno risposto ad almeno 1 post sono 1.313 ossia il 52,1% © Blogmeter 2013 I www.blogmeter.it Quelle che hanno risposto ad almeno 500 post sono solo 60 ossia il 2,4%
  4. 4. Response Time © Blogmeter 2013 I www.blogmeter.it
  5. 5. Response Rate © Blogmeter 2013 I www.blogmeter.it
  6. 6. Post Addressed © Blogmeter 2013 I www.blogmeter.it
  7. 7. Social Caring Map © Blogmeter 2013 I www.blogmeter.it
  8. 8. Social Caring su Twitter Di 1.167 account di brand che scrivono in italiano, quelli che rispondo ad almeno 1 post sono 686 ossia il 58,8% © Blogmeter 2013 I www.blogmeter.it Quelli che hanno risposto ad almeno 500 tweet sono solo 23 ossia il 2%
  9. 9. Response Time © Blogmeter 2013 I www.blogmeter.it
  10. 10. Response Rate © Blogmeter 2013 I www.blogmeter.it
  11. 11. Post Addressed © Blogmeter 2013 I www.blogmeter.it
  12. 12. Social Caring Map © Blogmeter 2013 I www.blogmeter.it
  13. 13. Social Bullguard © Blogmeter 2013 I www.blogmeter.it
  14. 14. Come può aiutarvi Social Bullguard • Individuare le richieste di aiuto • Instradare automaticamente le richieste al giusto operatore • Identificare gli utenti • Lavorare in team, con un workflow strutturato • Misurare l’efficienza dei team di lavoro © Blogmeter 2013 I www.blogmeter.it 14
  15. 15. Individuare le richieste di aiuto SEARCH FOR RELEVANT ISSUES © Blogmeter 2013 I www.blogmeter.it 15
  16. 16. Instradare automaticamente le richieste ALL YOUR SOCIAL CHANNELS CONTENT CLASSIFICATION & SENTIMENT ANALYSIS BY AUTOMATIC TICKET GENERATION © Blogmeter 2013 I www.blogmeter.it 16
  17. 17. Identificare gli utenti CUSTOMER HISTORY CUSTOM FIELDS © Blogmeter 2013 I www.blogmeter.it 17
  18. 18. Lavorare in team, con un workflow strutturato SOCIAL TICKET COLLABORATION © Blogmeter 2013 I www.blogmeter.it 18
  19. 19. Misurare l'efficienza dei team PERFORMANCE ISSUES CLASSIFICATION CUSTOMER HAPPINESS © Blogmeter 2013 I www.blogmeter.it 19
  20. 20. Conclusioni • La velocità delle aziende di venire incontro alle nuove esigenze di contatto dei consumatori è molto variabile • È necessario affiancare alle metriche tradizionali, nuovi indicatori in grado di misurare le attività di contatto a 360 gradi e far emergere insight utili a migliorare le performance • Il Social Caring necessita una ridefinizione dei processi e una collaborazione tra diverse aree aziendali • È fondamentale dotarsi di strumenti di ascolto e gestione evoluti in grado di classificare e indirizzare le richieste ai team giusti © Blogmeter 2013 I www.blogmeter.it 20
  21. 21. Milano | Roma | Torino marketing@blogmeter.it www.blogmeter.it www.twitter.com/blogmeter www.facebook.com/Blogmeter www.slideshare.net/Blogmeter

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