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Master	
  SNID	
  –	
  PoliDesign	
  
Esercitazione	
  –	
  Social	
  media	
  listening	
  a	
  cura	
  di	
  Leonardo	
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Master	
  SNID	
  –	
  PoliDesign	
  
Esercitazione	
  –	
  Social	
  media	
  listening	
  a	
  cura	
  di	
  Leonardo	
 ...
Master	
  SNID	
  –	
  PoliDesign	
  
Esercitazione	
  –	
  Social	
  media	
  listening	
  a	
  cura	
  di	
  Leonardo	
 ...
Master	
  SNID	
  –	
  PoliDesign	
  
Esercitazione	
  –	
  Social	
  media	
  listening	
  a	
  cura	
  di	
  Leonardo	
 ...
Master	
  SNID	
  –	
  PoliDesign	
  
Esercitazione	
  –	
  Social	
  media	
  listening	
  a	
  cura	
  di	
  Leonardo	
 ...
Master	
  SNID	
  –	
  PoliDesign	
  
Esercitazione	
  –	
  Social	
  media	
  listening	
  a	
  cura	
  di	
  Leonardo	
 ...
Master	
  SNID	
  –	
  PoliDesign	
  
Esercitazione	
  –	
  Social	
  media	
  listening	
  a	
  cura	
  di	
  Leonardo	
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Esercitazione SNID-social-media-listening

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Come impostare un progetto di social media listening; aluni strumenti gratuiti utili per l'ascolto.

Publicada em: Mídias sociais
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Esercitazione SNID-social-media-listening

  1. 1. Master  SNID  –  PoliDesign   Esercitazione  –  Social  media  listening  a  cura  di  Leonardo  Bellini     1     ESERCITAZIONE Social media listening A cura di Leonardo Bellini - DigitalMarketingLab   Magritte,  l’uomo  con  la  pipa     Sommario
  2. 2. Master  SNID  –  PoliDesign   Esercitazione  –  Social  media  listening  a  cura  di  Leonardo  Bellini     2   PREMESSA.................................................................................................................................................................2   IL BRIEF......................................................................................................................................................................2   DEFINISCI UN PIANO PER L’ASCOLTO ..................................................................................................................3   IMPOSTAZIONE GOOGLE ALERTS .........................................................................................................................4   ANALISI CON SOCIALMENTION.COM....................................................................................................................5   ANALISI CON TOPSY.COM.......................................................................................................................................6   ANALISI CON MENTION.NET....................................................................................................................................6   Premessa Obiettivo  di  questa  esercitazione  è  definire  un  piano  per  l’ascolto  delle  conversazioni  online    relative  ad   un  brand  (Immagine,  Aspettative,  prodotti,  servizi)  e  prendere  confidenza  con  alcuni  strumenti  gratuiti.   Obiettivo  è  comprendere  quali  sono  i  temi  più  caldi,  interessanti,  dibattuti  online  e  identificare   eventualmente  Influencer,  blogger  e  media  online  e  comprendere  come  attivare  meccanismi  di  gestione   della  reputazione  online   Il Brief Definisci  un  piano  per  l’ascolto  per  la  tua  azienda:   • Considera  un  elenco  di  parole  chiave  “proprietarie”:  Nome  Azienda,  Prodotti,  Servizi     • Considera  un  elenco  di  parole  chiave  legate  al  mercato  o  ai  concorrenti   Rispondi  a  queste    domande:   • Come  puoi  valutare  la  presenza  in  termini  di  numero  di  citazioni  e  di  sentiment  associato  al  tuo   brand?   • Quali  strumenti  di  ascolto  e  analisi  online  stai  usando  o  potresti  utilizzare  per  il  tracking  della   gestione  della  reputazione  online  della  tua  azienda?   • Quali  e  quanti  sono  gli  opinion  leader  e  gli    influencer  online  coinvolti  (Blogger,  giornalisti,   testate  online..)  nel  contesto  delle  conversazioni  inerenti  il  mondo  delle  banche?    
  3. 3. Master  SNID  –  PoliDesign   Esercitazione  –  Social  media  listening  a  cura  di  Leonardo  Bellini     3   Definisci un piano per l’ascolto Prima  di  scegliere  una  tecnologia  o  uno  strumento  da  utilizzare  definisci  i  punti  chiave  del  tuo   piano  di  ascolto:   • Perché  ti  interessa  ascoltare  le  conversazioni  online?  Quali  sono  i    tuoi  obiettivi?  (analisi   dell’efficacia  di  una  campagna,  buzz  tracking,  online  brand  reputation,  customer  insight,   analisi  dei  trend  futuri…)   • Cosa  vuoi  ascoltare?  A  quali  temi  e  contenuti  sei  interessato  ?  (brand  mentions,   interessi  e  bisogni  del  tuo  target,  trend  e  hot  topics  di  settore)   • Dove  vuoi  ascoltare?  Quali  sono  le  fonti  e  i  luoghi  di  conversazione  oggetto  della  tua   analisi  (Blog,  Forum,  Social  network,  Brand  Community,  Twitter,  Facebook..)?   • A  quali  metriche  sei  interessato,  sia  quantitative  che  qualitative  (Share  of  voice,   Distribuzione  delle  conversazioni  per  fonte,  Identificazione  influencers,  indice  del   sentiment)   • Che  tipo  di  approccio  credi  che  sia  più  adatto  per  i  tuoi  obiettivi  (monitoraggio   retroattivo,  comparativo,  ongoing)   Utilizza  la  tabella  sottostante  per  impostare  il  tuo  piano  di  social  media  listening.     PLANNING   #1   #2   #3   #4   1.OBIETTIVI           2.  DOVE   ASCOLTARE   (FONTI  DA   ANALIZZARE)           3.OGGETTO   DELL’ASCOLTO   (Temi,  campagne,   brand,  influencer           4.  APPROCCIO   (PRIMA-­‐DOPO,   COMPARATIVO,          
  4. 4. Master  SNID  –  PoliDesign   Esercitazione  –  Social  media  listening  a  cura  di  Leonardo  Bellini     4   ON  GOING..)   5.SCELTA  DEGLI   STRUMENTI   (MONITORING,   ANALYTICS,   SPECIFICI  PER  LA   CAMPAGNA..)           6.METRICHE   PRINCIPALI           7.  RISULTATI   ATTESI             Impostazione Google Alerts Se  ancora  non  conosci  Google  Alerts,  ti  consiglio  di  andare  su  https://www.google.it/alerts  e  impostare   alcuni  avvisi  giornalieri,  basati  su  brand  keywords.  
  5. 5. Master  SNID  –  PoliDesign   Esercitazione  –  Social  media  listening  a  cura  di  Leonardo  Bellini     5     Analisi con Socialmention.com - Analizza  il  buzz  generato  dalla  campagna  su  SocialMention.com   Riporta  i  seguenti  dati:   Parola  chiave   Strength   Sentiment   Passion   reach   Top   Keywords   Top  Users   Nome  AZIENDA              
  6. 6. Master  SNID  –  PoliDesign   Esercitazione  –  Social  media  listening  a  cura  di  Leonardo  Bellini     6     Nome  banca   concorrente               Nome  Prodotto               Nome  prodotto   concorrente                   Quanto  è  grande  il  volume  di  conversazioni  attorno  al  tuo  brand?  E  rispetto  ai  tuoi  prodotti?  E   rispetto  al  brand  e  prodotti  dei  tuoi  concorrenti?   Analisi con Topsy.com Vai  su  un  Blogger  conosciuto  e  importante  nel  tuo  settore  che  sta  seguendo    il  tuo  Account  Twitter  o   uno  dei  tuoi  concorrenti.    Copia  l’URL  di  un  suo  post  di  successo  e  inseriscilo  nella  buca  di  ricerca  di   Topsy.com.     Troverai  una  serie  di  Tweet  di  condivisione.  Topsy  etichetta  i  tweet  provenienti  da  influenti.  Analizza   questi  tweet  e  cerca  di  risalire  al  Profilo  e  all’eventuale  Blog.     ANALIZZA  I  RISULTATI.       Analisi con Mention.net • Crea  un  Profilo  su  Mention.net   • Inserisci  i  Social  accounts  della  singola  campagna  (Profilo  Twitter,  FanPage,  Blog..)   • definisci  le  fonti  e  le  lingue   • Crea  almeno  1  alert  per  ciascuna  campagna   Analizza  le  conversazioni  online,  individua  gli  Influencers.  
  7. 7. Master  SNID  –  PoliDesign   Esercitazione  –  Social  media  listening  a  cura  di  Leonardo  Bellini     7        

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