Master mibe social media lesson abstract

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Information about Master mibe social media lesson abstract

Published on March 9, 2014

Author: elenagiannopolo



Social media lesson. English language. Advance Marketing Course lesson. Master Mibe at Pavia University

1 26th November 2013 1

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Brand Persuasion vs Adhesion  Generated contents Websites WEB 1.0 Websites •Static • Unidirectional   Blogs WEB 2.0 Wikis  3 Elena Giannopolo Social Networks • Pervasive • Bidirectional 3

People talk and influence each other on the net BRAND BRAND BRAND BRAND 4 Elena Giannopolo 4

• “The world is not going to change, the world has already changed. It’s more trasparent, less hierarchical, less pyramidal and thanks to web 2.0 is transforming the power of politics, diplomacy and journalism” (Advisor for Innovation of Hillary Clinton Interview at Twiplomacy 2012) 5 Elena Giannopolo 5

1 1° thesis - Cluetrain Manifesto Clueterain manifesto - Searls, Weinberger, Locke e Levin 2001 6 Elena Giannopolo

2 There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. Clueterain manifesto - Searls, Weinberger, Locke e Levin 2001 7 Elena Giannopolo

3 • • • • • • Bottom up Everyone can speak Freedom Democracy Access to information Interactivity 8 Elena Giannopolo

• • • • • • User Generated Content Blog Microblogging Social Network Wiki Feed RSS 9 Elena Giannopolo

• PROSUMER: PRODUCER+CONSUMER • Influences the perception of brands and the purchase decisions 10 Elena Giannopolo

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4 • The web is the primary and most influential source of information 12 Elena Giannopolo


Investimenti Pubblicitari 2012 14 Elena Giannopolo 14

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• Social media marketing (SMM) uses social media portals to positively influence consumers toward a website, company, brand, product, service, or a person. Typically, the end goal of social media marketing is a “conversion,” such as the purchase of a product, subscription to a newsletter, registration in an online community, or some other desirable consumer action. 18 Elena Giannopolo

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Through analytic software, checking results (ROI) and adjust strategy to reach the goals 22 Elena Giannopolo

Thank you! @_elegia Profilo pubblico 23

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