Published on March 9, 2014
1 26th November 2013 1
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
OLD MEDIA •OFFLINE •ONE WAY Television Radio Print NEW MEDIA •ALWAYS ONLINE • INTERACTION & PARTICIPATION 13 Elena Giannopolo 13
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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eustema.it 21 Elena Giannopolo
Through analytic software, checking results (ROI) and adjust strategy to reach the goals 22 Elena Giannopolo
Thank you! @_elegia Profilo pubblico 23
Social Media als Marketing-Instrument für Unternehmen ... Abstract Die vorliegende Bachelor-Arbeit beschäftigt sich mit den Aspekten des Social
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