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ONLINE ANALYSIS TOOL FOR THE OPTIMIZATION OF SOCIAL MEDIA CAMPAIGNS

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.

Call for proposal

FP7-SME-2013
See other projects for this call

Coordinator

NTRAM GENERAL S.A.
Address
Calle Victor Pradera 45
08940 Cornella De Llobregat Barcelona
Spain

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Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
Administrative Contact
Anna Szathmary (Ms.)
EU contribution
€ 53 633,37

Participants (7)

MAVEN SEVEN HALOZATKUTATO ZARTKORUEN MUKODO RESZVENYTARSASAG
Hungary
EU contribution
€ 202 337,69
Address
Ady Endre Utca 7 C Ep 1 Em 2
82100 Veszprem

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Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
Administrative Contact
Peter Ruppert (Mr.)
ACCURAT SRL
Italy
EU contribution
€ 210 158,19
Address
Via Benedetto Marcello 38
20124 Milano Mi

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Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
Administrative Contact
Gabriele Rossi (Dr.)
OVERENCE SOCIAL COMMERCE SL
Spain
EU contribution
€ 214 353,74
Address
Calle Balmes 171 Principal Primera
08006 Barcelona

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Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
Administrative Contact
Ruth Nieto (Ms.)
NEXT WAVE EUROPE KFT
Hungary
EU contribution
€ 218 499,54
Address
Csaba Utca 24 A
1122 Budapest

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Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
Administrative Contact
Brunó Bitter (Mr.)
ICON STUDIOS LTD
Malta
EU contribution
€ 203 526,74
Address
1 Marina Court, Office 4, Triq Giuseppe Cali
XBX 1421 Ta'xbiex

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Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
Administrative Contact
Ian Castillo (Mr.)
CINK SHAKING BUSINESS SL
Spain
EU contribution
€ 28 480
Address
Placeta De Montcada 3 Principal
08003 Barcelona

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Activity type
Private for-profit entities (excluding Higher or Secondary Education Establishments)
Administrative Contact
Ruth Nieto (Mrs.)
UNIVERSITE DE NAMUR ASBL
Belgium
EU contribution
€ 8 004,73
Address
Rue De Bruxelles 61
5000 Namur

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Activity type
Higher or Secondary Education Establishments
Administrative Contact
Renaud Lambiotte (Prof.)