IAKI started his long collaboration with Imetec with web monitoring within a project of social media marketing.
We asked Sandro Marchetti, CEO of IAKI, to explain the benefits of this operation.

What’s web monitoring?

It’s an activity based on research, listening, understanding and analysis of the conversations that take place in different meeting places online. It integrates the results of the market research, focus groups and all studies on the consumer by providing a true and fair view of the opinions of the people.

What’s web monitoring for?

It ‘a fundamental tool to find spontaneous judgments and it allows the identification of influencers: authoritative people who, through their views, can influence those who attend the same community. In addition, the web monitoring is an important ally in the analysis of brand awareness and is able to bring to light any problems related to the image of a brand or product. All this information is necessary to manage time to market in the most profitable way and to design a social media strategy impactful and functional.

How does a web monitoring online project start?

With a preliminary analysis of volumes and content related to the conversations around the brand and its products within social media and other web spaces. In the case of Imetec, it showed a clear picture of how women use more social networks to tell their experiences, ask questions, become users of the product characteristics and values of the brand.

In particular, what channels did you use?

The grounds for monitoring are many: blog, microblogging (Twitter), social networking (Facebook), social media (YouTube), forums, thematic newsgroups, aggregators (Friendfeed), review sites. This segmentation analysis aims to provide, for each site below, several reports throughout the year. The digital world is in constant motion and with it related behaviors of people, so it becomes important to monitor not only the state of things, but also their evolution within a broader cocnetto of social media marketing.