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Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
Fabrizio e Alessandro (Gummy Industries): Community Design
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Fabrizio e Alessandro (Gummy Industries): Community Design

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Fabrizio Martire & Alessandro MIninno …

Fabrizio Martire & Alessandro MIninno
Social Branding Consultant @ Gummy Industries

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  • 1. The Digital Culture Hotspot © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 2. Fabrizio Martire Alessandro Mininno @betone @alekone © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 3. CommunityDesign © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 4. 9.30 Community design 10.40 Workshop brief 12.30 Presentazione output © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 5. 1. Brief 2. Brand assessment 3. Benchmarking 4. Ricerca inspirational 5. Brainstorming 6. Concept e design del social brand 7. Engagement 8. Azione 9. Monitoring e Feedback Loop © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 6. Brief Cos’è? A cosa fare attenzione? Cosa significa per noi? © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 7. “Your brand is now public property” Ellen Petry Leanse, Google PR © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 8. 58% degli utenti Facebook ha schiacciato “Mi piace” sulla pagina di un Brand 42% degli utenti Facebook ha menzionato un brand in uno status update Fonte: aytm.com 2010 © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 9. Utente Utente Social brand Utente Utente © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 10. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 11. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 12. Brandassessment Cosa c’è online? Chi parla del brand? Com’è il sentiment? © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 13. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 14. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 15. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 16. Benchmarking Cosa fanno i competitor? Quali sono le best practise? Quali sono i trend più diffusi? © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 17. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 18. Benchmarking dal punto di vista dell’utente © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 19. Ricercainspirational Quali sono le idee a cui fare riferimento, anche in altri settori? Dove cerco? © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 20. Mashable Social media examiner AdAge Econsultancy Facebook Studio Twitter Quora Slideshare © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 21. Brainstorming © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 22. Trovare il tono di voce del brand © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 23. 10000+ fan 15+ blogpost 1000+ player 2300+ badge © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 24. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 25. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 26. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 27. Concept e designdel social brand A chi puntiamo? Quali obiettivi vogliamo raggiungere? Quali flussi informativi? © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 28. Azienda Influencer Utenti © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 29. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 30. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 31. Engagement Come prevediamo di coinvolgere gli utenti? Quali contenuti? © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 32. 25.000 fan <10 interazioni 8.000 fan 90+ interazioni © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 33. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 34. Gamification © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 35. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 36. Azione Come posizionarsi per la prima volta online? Quali azioni per il brand? È necessario advertising? Possiamo incentivare delle dinamiche virali? © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 37. $1.07 http://www.slideshare.net/retelur/facebook-advertising-performance-by-webtrends-jan11 © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 38. Sesso Splatter 4S Sadomaso Stronzate © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 39. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 40. http://www.youtube.com/watch?v=Tt9NBtW4sbA © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 41. http://www.youtube.com/watch?v=GPlg9ez4L1w © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 42. MonitoringFeedback loop Quali KPI? Come regoliamo la nostra attività, in base a quello che sta succedendo? © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 43. © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12
  • 44. 1. Brief 2. Brand assessment 3. Benchmarking 4. Ricerca inspirational 5. Brainstorming 6. Concept e design del social brand 7. Engagement 8. Azione 9. Monitoring e Feedback Loop © Digital Accademia 2012 – All Rights Reserved!domenica 19 febbraio 12

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