1

1

26th November 2013

2

2

3

3

Websites

Generated contents

Blogs

Wikis

Social Networks

WEB 1.0

WEB 2.0

•Static • Unidirectional

• Pervasive • Bidirectional

Brand Persuasion vs Adhesion

Websites

Elena Giannopolo

4

4

BRAND

BRAND BRAND BRAND

People talk and influence each other on the net

Elena Giannopolo

5

• “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”

5

(Advisor for Innovation of Hillary Clinton Interview at Twiplomacy 2012)

Elena Giannopolo

6

Clueterain manifesto - Searls, Weinberger, Locke e Levin 2001

1

1° thesis - Cluetrain Manifesto

Elena Giannopolo

7

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

Elena Giannopolo

8

• Bottom up

• Everyone can speak

• Freedom

• Democracy

• Access to information

• Interactivity

3

Elena Giannopolo

9

• User Generated Content

• Blog

• Microblogging

• Social Network

• Wiki

• Feed RSS

Elena Giannopolo

10

• PROSUMER: PRODUCER+CONSUMER

• Influences the perception of brands and the purchase decisions

Elena Giannopolo

11

Elena Giannopolo

12

• The web is the primary and most influential source of information

4

Elena Giannopolo

13

13

Television Radio Print

•OFFLINE •ONE WAY

OLD MEDIA

NEW MEDIA

•ALWAYS ONLINE • INTERACTION & PARTICIPATION

Elena Giannopolo

14

14

Investimenti Pubblicitari 2012

Elena Giannopolo

15

5

Elena Giannopolo

16

Elena Giannopolo

17

17 Elena Giannopolo

18

• 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.

Elena Giannopolo

19

19 Elena Giannopolo

20

20 Elena Giannopolo

21

eustema.it

Elena Giannopolo

22

Through analytic software,

checking results (ROI) and adjust

strategy to reach the goals

Elena Giannopolo

23

Thank you!

@_elegia

Profilo pubblico