OPTIMIZR

ONLINE ANALYSIS TOOL FOR THE OPTIMIZATION OF SOCIAL MEDIA CAMPAIGNS

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 Obiettivo del progetto (Objective)

'For the first time in history, spending on Internet advertising surpassed newspaper spending, a trend that will increase in the future. The large bulk of this spending was invested in non-traditional social media marketing programmes, involving multiple channels such as Twitter, social networks, blogs and more. Alongside the growth of social networks the birth of a new methodology of analysis: Social Network Analysis. This methodology, based on graph theory and social analysis, is of increasing importance in Marketing 2.0. As online marketing has shifted away from a model based on Click-through rates and impressions and has moved towards a less measurable model – with multiple transmitters of information (tweeters, bloggers, fans, etc.) it is becoming increasingly difficult to measure ROI for these types of marketing actions. The product to be developed during the project will be a SaaS system that will help companies (or their social media agencies) to increase the visibility of their products, services or brands, by means of:

1. Maximizing the impact of social media campaigns

Based on a previous analysis of the network structure of main social network services (Twitter, blogs and Facebook) and a deep content-based information diffusion analysis, users will learn to: Identify influencers that could help to improve the diffusion of messages Identify online communities that best fit their campaign target, and focus the actions on them. Increase engagement with these actions, identifying the factors that improve involvement Predict the social spread of the campaign, enabling the adjustment of the actions according to real performance and contrast with expectations.

2. Monitoring social media marketing impact The aim will be to establish metrics for evaluate the efficiency of an online marketing campaign (ROI), evaluating with relevant indicators (percentage of conversion, increase of new users, etc.) campaign performance.'

Introduzione (Teaser)

Social media has become an integral part of marketing strategies, but current tools for monitoring and analysis are proving ineffective in measuring campaign impact and return on investment. An EU initiative is creating the technology to improve the efficiency of social media campaigns.

Descrizione progetto (Article)

Social networks produce hundreds of millions of posts every day. This overwhelming flow of online activity is becoming increasingly difficult to measure, leading to poorly defined strategies and unsuccessful marketing campaigns. New monitoring solutions are needed to sort through information spread across multiple social networks.

To tackle such pressing social media marketing challenges, the EU-funded 'Online analysis tool for the optimization of social media campaigns' (http://www.optimizr.eu/ (OPTIMIZR)) project set out to understand social network structure and its impact on information diffusion.

Project partners are developing a novel tool and campaign optimisation system to enhance the efficiency and maximise the impact of social media marketing campaigns for products, services and brands to customers.

During the first reporting period, system specifications and architecture were defined following the identification of end-user requirements.

The technology works by analysing the transmission of content-based information and the structure of popular social network services. This helps to reveal who the influencers are in a given space, determine the most optimal online communities for a targeted campaign and forecast the potential impact on social networks.

Benchmarks can then be created to measure the efficiency of an online marketing campaign and monitor its performance.

OPTIMIZR technology will ultimately revolutionise social network analysis, enabling the marketing industry to carry out effective online marketing activities and to spend wisely on Internet advertising.