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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
    • Analyze the ways people experience audiovisual texts, with particular regard to the horizontal promotional strategies in Social Networks
    • Methodology : semiotics + marketing
    • How the concept of text and audience has changed? What about the engagement ?
    • 2007-2010 : development borders
  • 3. Background
    • Social Media
    • Social Networks
    • Social TV
      • Fast environment
      • New tools
      • Expert users
        • Crowdsourcing, co-creation, crowdfounding
  • 4. Outcomes: a decalogue
    • Users are increasingly more connected and active
    • Users are even more integrated inside the cinema and television supply chain , while new formats are born and grow
    • Top-down and bottom-up strategies meet up in a new place of interaction shaped by both
  • 5.
    • Advertainment and Social Media integration are the key of success for marketing campaigns
    • The distinction between primary and secondary texts has been substituted by the concept of text as a wider experience
    • Engagement and progressive "re-appropriation”
  • 6.
    • We have entered an era of experience and participation
    • We are increasingly moving towards user generated marketing
    • The concept of audience and fan needs to be renegotiated
    • Audiovisual products are conversations
  • 7. THANK YOU! [email_address] Twitter @Zatomas
  • 8.