aprile 16, 2012 
Risale a pochi giorni fa l’uscita del report di Social Media Examiner: si è parlato molto dei riusultati significativi in tema 2.0 emersi da quest’indagine. Volevo riportarli anche io, correlati da alcune considerazioni. Ecco 8 punti rilevanti (da uno screenshot del report):
Da qui derivano alcune considerazioni:
- I social media trovano riconosciuto il loro valore. Si è finalmente iniziato a comprendere l’importanza di integrare all’interno delle proprie strategie di marketing l’uso dei social e digital media. Questo lo dimostra il fatto che l’83 % di chi si occupa di marketing sottolinea come questi siano strumenti importanti, così importanti da dedicargli più di 6 ore a settimana (un notevole passo avanti!). Se ne capisce l’importanza ma, forse, ancora non si è compreso lo scopo d’uso: addirituttura l’85% degli intervistati dichiara che i maggiori benefici prodotti dai social media sono legati all’esposizione del brand/azienda. Al secondo posto (69%) troviamo la voce “aumentare il traffico” (che di per sè è una conseguenza, non dovrebbe essere il fine). Sarebbe stato bello trovare come prima voce “contribuiscono a scaldare il brand, trasformandolo in lovemarks, alimentando la fidelizzazione e rendendo l’azienda più umana e vicina agli user”.
- Rimane il problema della misurazione dei riusultati di una campagna che sfrutta i social media. Il calcolo del ROI è ancora un tasto dolente, e c’è da scommettere che chiunque troverà una formula efficace per calcolare il reale ritorno d’investimento di una campagna social media diventerà miliardario.
- Si è compreso che foto, video e, in generale, strumenti multimediali sono la principale fonte di traffico e sono i contenuti che maggiormente interessano agli utenti. Lo dimostra quel 76% degli intervistati che vuole incrementare l’uso di Youtube: si è compreso come questi stumenti siano profondamente funzionali nella costruzione dell’engadgment con il proprio target.
Consiglio a tutti la lettura del report!
SocialMediaMarketingIndustryReport2012
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Visualizza il profilo di Marco Vangelisti
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