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.
Fields of science (EuroSciVoc)
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
- natural sciences computer and information sciences internet
- humanities history and archaeology history
- natural sciences mathematics pure mathematics discrete mathematics graph theory
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Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
FP7-SME-2013
See other projects for this call
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Coordinator
08940 Cornella De Llobregat Barcelona
Spain
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.