The Text as Corpus: Social Network Marketing, Audiovisuals and UGC

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Slides for my keynote at: …

Slides for my keynote at:
WARM
Workshop on Advanced Research Methods
Department of Communication Studies
University of Urbino, Italy
September 30th 2010

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  • 1. WARM Workshop on Advanced Research Methods Department of Communication Studies University of Urbino September 30th 2010 The Text as Corpus: Social Network Marketing, Audiovisuals and UGC Emanuela Zaccone University of Bologna
  • 2. Background Semiotics Marketing   Reconsider the idea of   Tribal Marketing theories text as finished and (power of fan relationships complete product with the text) Audiovisuals promotional strategies on Social Networks Emanuela Zaccone - WARM
  • 3. Text as a whole…or not?   Top down productions   UGC   Contests   Social networks profiles   Applications   Bottom up productions   Fandom   Comments   Other activities Emanuela Zaccone - WARM
  • 4. Questions   If the text is a whole completed product, which is the role of the so called ephemerals?   What kind of products can be considered relevant for our research?   Does still exist a separation between top down and bottom up contents, or we can identify a “middle” are in which participative culture products create another “piece of text”?   Example of application: my PhD research Emanuela Zaccone - WARM
  • 5. Social (too) big data   Necessity of a philtre  what is important to both the community and the producers?   Practices of user engagement and productions (The FlashForward Experience, Glee Photobooth)   Prosumers go into the story as part of it   Prosumers interact with the story or part of it (social network profiles)   Prosumers recreates some dimension of the story (True Blood ultimate fan experience)   Cases of “delegation”   The user becomes part of the supply chain (Lost: fanart and finale promo)   Rewards (eg. exclusive sneak peeks) Emanuela Zaccone - WARM
  • 6. Tribal marketing   User engagement strategies empower prosumers for marketing purposes   MARKETING AS PHYLTRE   PRODUCTIONS RELATED DIRECTLY TO THE TEXT   WIDER IDEA OF TEXT   USER GENERATED MARKETING Emanuela Zaccone - WARM
  • 7. Consequences the volume of social big data to   Reduce consider   Connect tribal marketing strategies and semiotics   Rethink the concept of text   Limit research field and open a new possible area of investigation (cultural industries and value of corporate driven UGC) Emanuela Zaccone - WARM
  • 8. “Markets Audiovisuals are conversations” THANK YOU! emanuela.zaccone@unibo.it Emanuela Zaccone - WARM