ROI e KPI dei Social Network nelle istituzioni finanziarie. Come valutare il ritorno degli investimenti e Key Performance Indicator per intraprendere consapevolmente progetti e scelte Social. Per Assicurazioni e Istituti di credito e Banche.

1. www.web-marketing-manager.it
Milano 22-11-2012
Sala Assemblee Intesa SanPaolo, Palazzo Besana, Piazza Belgioioso 1
ROI e KPI dei Social Network nelle istituzioni finanziarie.
Come valutare il ritorno degli investimenti e Key Performance Indicator
per intraprendere consapevolmente progetti e scelte Social
___________________________________________
Web Marketing
Social Network
Living document
Sponsored by AziendaBanca - Assicura
This document is a work-in-progress.
The objective is to help readers to better understand the web and the greater online ecosystem and save
time to improve your online search about Web & Social topics.
The web is a key success factor for your business; AziendaBanca - Assicura offers you a quick guide to
begin your online journey of discovery.
Andrea Albanese - Third release November 20th 2012 Page 1of 80

2. www.web-marketing-manager.it
Web Marketing
Social Network
Living document
Sponsored by AziendaBanca - Assicura
This document is a work-in-progress.
The objective is to help readers to better understand the web and the greater online
ecosystem and save time to improve your online search about Web & Social topics.
The web is a key success factor for your business; AziendaBanca - Assicura offers you a
quick guide to begin your online journey of discovery.
Subscribe to www.web-marketing-manager.it to be always updated
Andrea Albanese - Third release November 20th 2012 Page 2of 80

3. www.web-marketing-manager.it
Table of Contents
1. AM: Article Marketing ............................................................................................................................... 5
2. ADW: Adwords ........................................................................................................................................ 10
3. BA: Banner Advertising ............................................................................................................................ 12
4. BM: Blog Management ............................................................................................................................ 14
5. CBM: Campaign Budget Management .................................................................................................... 15
6. CDBB: Customer Database Building ........................................................................................................ 16
7. CM: Community Management ................................................................................................................ 18
8. DEM: Direct Email Marketing .................................................................................................................. 22
9. ECO: e-commerce .................................................................................................................................... 24
10. EMA: Email Marketing Automation..................................................................................................... 25
11. ESU: e-Survey (online survey) .............................................................................................................. 27
12. FM: Forum Management..................................................................................................................... 28
13. KA: Keyword Advertising ..................................................................................................................... 29
14. MWM: Mobile Web Marketing ........................................................................................................... 30
15. PPP: Pay Per Performance ................................................................................................................... 31
16. RM: Reputation Management ............................................................................................................. 32
17. SEM: Search Engine Marketing............................................................................................................ 34
18. SEO: Search Engine Optimization ........................................................................................................ 35
19. SNM: Social Network Marketing ......................................................................................................... 37
20. SNSM + WMSM: Social Network & Web Marketing Security Management ....................................... 39
21. WAA: Web Analytics Analysis .............................................................................................................. 40
22. WBI: Web Business Intelligence .......................................................................................................... 41
23. WCO: Web Copywriting ....................................................................................................................... 42
24. WGD: Web Graphics Designer ............................................................................................................. 43
25. WGM: Web Game Marketing (Gamification) ...................................................................................... 44
26. WLG: Web Lead Generation ................................................................................................................ 46
27. WMI: Web Marketing Intelligence ...................................................................................................... 48
28. WROI: Web Return of Investiment & KPI ............................................................................................ 49
29. WUO: Web Usability Optimization ...................................................................................................... 52
30. SOCIAL MEDIA MARKETING DICTIONARY: 121 Terms to Know .......................................................... 53
A ............................................................................................................................................................... 53
B ............................................................................................................................................................... 53
C ............................................................................................................................................................... 54
Andrea Albanese - Third release November 20th 2012 Page 3of 80

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D............................................................................................................................................................... 55
E ............................................................................................................................................................... 55
F ............................................................................................................................................................... 55
G............................................................................................................................................................... 56
H............................................................................................................................................................... 56
I ................................................................................................................................................................ 57
J ................................................................................................................................................................ 57
K ............................................................................................................................................................... 57
L ............................................................................................................................................................... 57
M.............................................................................................................................................................. 58
N .............................................................................................................................................................. 58
O .............................................................................................................................................................. 58
P ............................................................................................................................................................... 59
Q .............................................................................................................................................................. 59
R ............................................................................................................................................................... 59
S ............................................................................................................................................................... 60
T ............................................................................................................................................................... 60
U .............................................................................................................................................................. 61
V ............................................................................................................................................................... 61
W ............................................................................................................................................................. 62
Y ............................................................................................................................................................... 62
Z ............................................................................................................................................................... 62
31. Online Marketing Glossary .................................................................................................................. 63
a. Key Lead Generation Terms ................................................................................................................ 63
b. Landing Page Terms ............................................................................................................................. 64
c. Email Marketing Terms........................................................................................................................ 66
d. Blogging & SEO Terms ......................................................................................................................... 69
e. Web Marketing Automation Terms..................................................................................................... 75
f. Mobile Marketing Terms ..................................................................................................................... 77
Andrea Albanese - Third release November 20th 2012 Page 4of 80