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

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

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

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Transcript

  • 1. Emanuela Zaccone – University of Bologna Department of Music and Performing Arts Department of Economics Science University of Nottingham March 30 th 2011
  • 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. 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. 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. <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. <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. THANK YOU! [email_address] Twitter @Zatomas
  • 8.  

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