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WARM
Workshop on Advanced Research Methods
Department of Communication Studies
University of Urbino
September 30th 2010


...
Background

Semiotics                         Marketing

    Reconsider the idea of           Tribal Marketing theories
...
Text as a whole…or not?
    Top down productions
         UGC
         Contests
         Social networks profiles
    ...
Questions
    If the text is a whole completed product, which is the role
     of the so called ephemerals?
    What kin...
Social (too) big data
    Necessity of a philtre  what is important to both the
     community and the producers?
     ...
Tribal marketing
    User engagement strategies empower prosumers for
     marketing purposes



    MARKETING AS PHYLTR...
Consequences
        the volume of social big data to
  Reduce
 consider
  Connect  tribal marketing
   strategies and s...
“Markets Audiovisuals are
conversations”



                           THANK YOU!

                  emanuela.zaccone@unib...
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The Text as Corpus: Social Network Marketing, Audiovisuals and UGC

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WARM
Workshop on Advanced Research Methods
Department of Communication Studies
University of Urbino, Italy
September 30th 2010

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

  1. 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. 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. 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. 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. 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. 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. 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. 8. “Markets Audiovisuals are conversations” THANK YOU! emanuela.zaccone@unibo.it Emanuela Zaccone - WARM
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