SOCIAL METRICS

WHICH DIRECTION?

Dario Manuli Marketing Director

BEWE

Milano | 27 Giugno 2013

SOCIAL ANALYTICS

ARE YOU MAKING THE

RIGHT CHOICE?

FROM

SOCIAL TO

BUSINESS (one way ticket)

Altimeter Group ®

INTERNAL METRICS

SOCIAL METRICS

EXTERNAL METRICS

WHICH METRICS?

THE METRICS MATRIX

A

SOCIAL

COMPARISON

HIGHLIGHTS /1

FAN DISTRIBUTION

125k

145k

75k

HIGHLIGHTS /2

CONTENT FREQUENCY

HIGHLIGHTS /2

CONTENT MIX

HIGHLIGHTS /3

RESPONSE RATE

HIGHLIGHTS /3

RESPONSE TIME

HIGHLIGHTS /4

ENGAGEMENT (IPM)

HIGHLIGHTS /5

TOP FAN

WHAT’S

THE MATTER ?

Fan: Club Med > Easy Jet Content Mix: Easy Jet > Club Med

Content Frequency: Easy Jet > Club Med Response rate: Easy Jet 60% vs Club Med 29%

Response Time: Easy Jet < Club Med Engagement: Easy Jet > Club Med

METRICHE ESTERNE KEEP IT

SIMPLE

FOCUS ON

ENGAGEMENT

DEFINE A

MODEL

TO

SUM UP

THANKS

Dario Manuli Marketing Director

www.bewe.it | www.bewe.co.uk www.social-intelligence.bewe.co-uk