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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 ESTERNEKEEP 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

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Presentazione Social Media Marketing Day 2013 | BEWE