Emanuela Zaccone – University of Bologna Department of Music and Performing Arts Department of Economics Science Universit...
Concept and objectives <ul><li>Analyze the ways people  experience   audiovisual texts, with particular regard to the hori...
Background <ul><li>Social Media </li></ul><ul><li>Social Networks </li></ul><ul><li>Social TV </li></ul><ul><ul><li>Fast  ...
Outcomes: a decalogue <ul><li>Users are increasingly more  connected and active </li></ul><ul><li>Users are even more inte...
<ul><li>Advertainment  and Social Media integration are the key of success for marketing campaigns </li></ul><ul><li>The d...
<ul><li>We have entered an  era of experience and participation </li></ul><ul><li>We are increasingly moving towards  user...
THANK YOU! [email_address] Twitter @Zatomas
 
Upcoming SlideShare
Loading in...5
×

Audiovisual Products and Social Network Marketing: Texts and Experiences 2007-2010

1,017

Published on

Presentation of the PhD research project "Audiovisual Products and Social Network Marketing: Texts and Experiences 2007-2010"

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,017
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Audiovisual Products and Social Network Marketing: Texts and Experiences 2007-2010

  1. 1. Emanuela Zaccone – University of Bologna Department of Music and Performing Arts Department of Economics Science University of Nottingham March 30 th 2011
  2. 2. Concept and objectives <ul><li>Analyze the ways people experience audiovisual texts, with particular regard to the horizontal promotional strategies in Social Networks </li></ul><ul><li>Methodology : semiotics + marketing </li></ul><ul><li>How the concept of text and audience has changed? What about the engagement ? </li></ul><ul><li>2007-2010 : development borders </li></ul>
  3. 3. Background <ul><li>Social Media </li></ul><ul><li>Social Networks </li></ul><ul><li>Social TV </li></ul><ul><ul><li>Fast environment </li></ul></ul><ul><ul><li>New tools </li></ul></ul><ul><ul><li>Expert users </li></ul></ul><ul><ul><ul><li>Crowdsourcing, co-creation, crowdfounding </li></ul></ul></ul>
  4. 4. Outcomes: a decalogue <ul><li>Users are increasingly more connected and active </li></ul><ul><li>Users are even more integrated inside the cinema and television supply chain , while new formats are born and grow </li></ul><ul><li>Top-down and bottom-up strategies meet up in a new place of interaction shaped by both </li></ul>
  5. 5. <ul><li>Advertainment and Social Media integration are the key of success for marketing campaigns </li></ul><ul><li>The distinction between primary and secondary texts has been substituted by the concept of text as a wider experience </li></ul><ul><li>Engagement and progressive &quot;re-appropriation” </li></ul>
  6. 6. <ul><li>We have entered an era of experience and participation </li></ul><ul><li>We are increasingly moving towards user generated marketing </li></ul><ul><li>The concept of audience and fan needs to be renegotiated </li></ul><ul><li>Audiovisual products are conversations </li></ul>
  7. 7. THANK YOU! [email_address] Twitter @Zatomas
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×