The document outlines plans for designing an online community brand called ITSME. It discusses the target audience of knowledge workers, types of online communities, and proposes functions and features of the ITSME site including forums, events, and ways for users to share content and express themselves. It also provides a basic marketing plan and timeline to launch the ITSME brand and student club component.

1. Design brand exploitation Project leader: Nico Sica Assistant: Duccio Mauri Group: Andrey Menshikov , Chetna Binu , Lin Hui- Y u (Renee)

2. INDEX I TYPES OF COMMUNITIES II TARGET AUDIENCE III METAPHOR IV FUNCTIONS V MARKETING PLAN VI COMMUNITY STYLE VII OUR STORY

3. TYPES OF COMMUNITIES

4. TYPES OF COMMUNITIES

5. Gaming Everquest Full Tilt Poker Socializing Facebook MySpace Content Sharing YouTube SlideShare Activities MoveOn ImmigrationVoice Knowledge Sharing Wikipedia Slashdot Development Linux InnovationJam Exchange eBay Craigslist TYPES OF ONLINE COMMUNITIES

6. Gaming Socializing Content Sharing Activities Knowledge Sharing Development Exchange TYPES OF ONLINE COMMUNITIES CASE STUDIES MANCHESTER UNITED Sports and Event SWAROVSKI Design & Creativity INTEL Hi technology JAMENDO Music and Entertainment

7. TYPES OF ONLINE COMMUNITIES CASE STUDIES SWOT ANALYSIS MANCHESTER UNITED SWAROVSKI INTEL JAMENDO Strength Very organized and well structured Ease of navigation Attractive Interface Wide variety of engaging activities Activities for all age groups Freedom to express views on the messageboard without any involvement from ManU or its representatives Weakness Lack of involvement by the players and staff Limited language selections Repetitive content in certain sections Strength The independent site Special audience Link with FaceBook Contest Rating of design Weakness Boring design of site Few users No support and comments from Swarovski or specialist Strength Visual website Clean and Easy to understand Two ways application program interface (download / upload) Language selections Opened discussion in developer area (two ways discussion and edition) Interact / Warm / alive webdesign Weakness Limitation of language selection Strength Large number of features Large database Large number of users who contribute to the knowledge base of the site in terms of blogs, videos etc Weakness Very chaotic and unstructured Difficult to navigate Similar content spread over various features makes accessing a topic a tedious process

8. USER PATH INTEL JAMENDO MANCHESTER UNITED SWAROVSKI

9. POSITIONING MAP TEXTUAL ENTERTAINMENT EMOTION KNOWLEDEGE Mapping of User interaction and User Aim

10. TARGET AUDIENCE

11. A knowledge worker also referred to as an intellectual worker or brain worker is a person employed due to his or her knowledge of a subject matter, rather than the ability to perform manual labour www.wikipedia.org

12. TARGET AUDIENCE Developer Research Development Managers Refer to reports/numbers Business Travels Meetings Latest Trends Planning Analysis Lawyers Cases Investigate Logical inference Case studies Teachers Research Content Management knowledge Database System Administrators Control Management Content Scientist Research Lab Conference Observe / Discover Experiment

13. TARGET AUDIENCE Artists Create artwork Studio (Flexible) Promote Designers Generate ideas Research Prototypes DJ Create music Download and share music Journalist / Editors / Writers Interviews Outside the office Write articles Recording Photography Event Organizers Search Space / People Emergencies Control Out of office Photographer Take photos Edit photos Share photos

14. TARGET AUDIENCE ITSME SOUL NETWORKS & INTERACTION SIMPLIFICATION & EASE OF USE WAY OF LIFE & EXPRESSION CUSTOMISED & ORGANIZATION PERSONAL STYLE & EXPERIENCE PERSONALISED & INDIVIDUALISM

15. METAPHOR

16. METAPHOR Image the company projects to its users. The information it shares Users reaction to the content available. A platform for him to share his reactions Every individuals life is populated with large number of stories which are a part of various venues of his life Individuals tend to create impressions about the information he is subjected to in his stories. As a counter reaction he expresses his views about these stories in form of expressions

17. METAPHOR Stories Impressions & Expressions Venues

18. METAPHOR Get information about the products/services Get information about the news/events Share knowledge and ideas Get access to Itsme knowledge bank Meet like minded people Express yourself on a global platform Ask questions and queries Establish itself as an open and friendly company Promote itself as an innovate and creative company Get new ideas and thoughts Increase interaction with the users Provide a meeting ground for itsme users Develop a loyal client base Open the company to global users Provide marketing oppurtunities EXPRESSIONS User Goal IMPRESSIONS Company Goal

19. FUNCTIONS

20. ENTER SITE LOGIN SIGN UP MEMBERSHIP FORM PERSONAL DETAILS PROFESSIONAL DETAILS PREFERANCES ACTIVATE YOUR ACCOUNT WELCOME MESSAGE CONTENT TOOLBAR ABOUT US OPEN DISCUSSIONS ON GOING DESIGN ACTIVITY UPCOMING EVENTS OUR SLIDES IMAGE GALLERY OUR TWITTER FEED JOIN US CATEGORIES SEARCH BUSINESS ZONE SUPPORT STUDENT CLUB ASK AN EXPERT HOME ABOUT US EVALUATE PRESS CAREER OFFICES CONTACTS ITSME CLUB IMPRESSIONS EXPRESSIONS

21. IMPRESSIONS EXPRESSIONS LATEST NEWS ONGOING DESIGN ACTIVITY EVENTS OUR SLIDES IMAGE GALLERY TWITTER FEED JOIN US ITSME CONVERSATION FORUMS LATEST NEWS PREVIOUS STORIES DISCUSS SEND TO A FRIEND ADD TO FAVOURITE NEWS COMMENTS PDF DOCUMENT TITLE LOCATION DESCRIPTION START/END WWW.FLICKR.COM WWW.SLIDESHARE.COM WWW.TWITTER.COM WWW.FACEBOOK.COM WWW.LINKEDIN.COM THREADS PREFERANCE UPDATE DEVELOPER AREA MY VENUES COMPETITIONS POLLS TOPICS (CITIES) THE CITIES ADD CITY MOSCOW TAIPEI DELHI MILANO ARTICLES PHOTOS VIDEOS EDIT COMMENT ADD TO FAVOURITE SEND TO A FRIEND USER TOPICS (HARDWARE) ARTICLES/STORIES EDIT HISTORY START NEW DISCUSSION ADD USER TIME CONTENT MESSAGE UPLOAD LINKS FLICKR.COM YOUTUBE.COM POLL1 POLL2 VOTE NOW RESULTS DISCUSS COMP1 COMP2 RESULTS

22. IMPRESSIONS EXPRESSIONS LATEST NEWS ONGOING DESIGN ACTIVITY EVENTS OUR SLIDES IMAGE GALLERY TWITTER FEED JOIN US ITSME CONVERSATION FORUMS LATEST NEWS PREVIOUS STORIES DISCUSS SEND TO A FRIEND ADD TO FAVOURITE NEWS COMMENTS PDF DOCUMENT TITLE LOCATION DESCRIPTION START/END WWW.FLICKR.COM WWW.SLIDESHARE.COM WWW.TWITTER.COM WWW.FACEBOOK.COM WWW.LINKEDIN.COM THREADS PREFERANCE UPDATE DEVELOPER AREA MY VENUES COMPETITIONS POLLS TOPICS (CITIES) THE CITIES ADD CITY MOSCOW TAIPEI DELHI MILANO ARTICLES PHOTOS VIDEOS EDIT COMMENT ADD TO FAVOURITE SEND TO A FRIEND USER TOPICS (HARDWARE) ARTICLES/STORIES EDIT HISTORY START NEW DISCUSSION ADD USER TIME CONTENT MESSAGE UPLOAD LINKS FLICKR.COM YOUTUBE.COM POLL1 POLL2 VOTE NOW RESULTS DISCUSS COMP1 COMP2 RESULTS INFORMATION PASSIVE PARTICIPATION ACTIVE PARTICIPATION EXTERNAL LINKS DISCUSSIONS FAVOURITES

23. MARKETING PLAN

24. Establish ITSME International Student Club Take part in Exhibitions : Hannover CEBIT – Europe Taipei Computex – Asia Las Vegas – America Theatrical Launch for presenting ITSME Articles and reports in tech magazines Send Email Use the social network platforms Use other websites to post ITSME articles for creating exposure chances in searching engine websites Provide active news feed in the ITSME desktop PHYSICAL ON LINE THE MARKETING STRATAGY MARKETING STRATAGY

26. TIME LINE PLAN Audience research Benchmarking Positioning START UP Marketing & Promotion Create hype about the launch GROWTH Publishing the launch Gaining media coverage SUSTAIN Community growth planning Sustain the activities on the site Update site Launch new polls Competitions LAUNCH TIME STRATEGY

27. TIME LINE Installation “Its Time For The New Workstation” Send MMS, SMS and E-mail “ Please feel free to add to our installation by donating your workstation because……… it is time for ITSME” Send MMS, SMS and E-mail “ Come witness the launch of the new workstation” Post Launch Party Press Release Send e-mail picture about the event LAUNCH 15 days 10 days 5 days 5 days 10 days 15 days Venue: 1) Stand alone event at a suitable location 2) An event as a part of an innovation/technology conference Invitees: Professionals from the various fields like technology, creativity etc Associates Potential Users Students – Domus Academy, Politecnico di Milano

28. FASHION SHOW

29. COMMUNITY STYLE

30. COMMUNITY STYLE

31. COMMUNITY STYLE

32. Theme: ITSME Communication and Marketing Project Venue: Domus Acade my , Milan, Italy Features: Russia : Andrey Menshikov India: Chetna B inu Taiwan: Lin Hui Yu (Renee) Time: March – April 2009 OUR STORY - VIDEO

34. Thank you