Personal assistance : human interaction on-site at the point of sale, through call centers, by e-mail.
Dedicated personal assistance : dedicating a customer representative specifically to an individual client (e.g., banking services).
Self-service : no interaction.
Automated services : recognize individual customers and their characteristics, and other information related to orders or transactions.
Communities : allow users to exchange knowledge and solve each other’s problems and help companies better understand their customers.
Co-creation : Web 2.0 services.
Web 2.0 User feedback and personalization
Social Media and UGC
technology economics socio-cultural
a) From mass to early adopters Infuencer Blogger
b) From market to audience Mass market niche market community
Common consumers behaviours Common Ethos and identity
a place to interact and something meaningfull to do
Chief Meaning Office:
Study the participaroty culture in order to understand their own ethos
Understand the cultural movements in order to create athetic messages
Bernard Cova (2003, 2007).
d) From monitoring to observation know your audience select the social networks where they can be found Perpetual beta ongoing participation
e) Build a reputation
Personal branding e brand personification
Be active with updates and interaction
Integrated strategy: consistent and multisited
Social Network Site Thematic groups Simmetrica Profiles Tematic Mantaing and build professional relationships Recruitment Bidirectional (contacts) Profiles Company Groups Professional 100M (1,1 Italiani) Share news Collective participation to events Asimmetrica (follower / following) Personal Branded Fictional Innovator early adopter 200M(0,35 Italiani) Mantain personal relationships Bidirectional (Friends) Profile Fan page Group Generalist 750 M Use Connessione Tipi di profili Target SN
bio, avatar, background
follow opinion leader, people who tweet about your interests competitor (?) get follower
Hashtag (#tag) : connect conversations into a cohesive stream
Trending Topic: interest of the community
Friendship-wise relationship/social activity
Collective participation to media events
: microblogging I
RT @usernID: keep as much of the original tweet intact as possible and add your take on it
post about social media will get you retweets
Ask and answare questions
ask “please retweet” get viral
40% RT 10’, il 56% 60’, 80% 24h
between 11:00 a.m. and 6:00 p.m. EST is the most popular time for retweeting
: microblogging II
: professional sectors
: SN professionale
Introductions: connect through shared connections.
Join relevant groups
Don’t excessively use public or private messaging systems
Post unique insight and personal produced content
f) Consumers engagements
Web marketing (SEM, PPC, Display ADV…)
Seeding: in the network
Twitter, Facebook conversations,
Link to other posts.
Share with influencers
Enters in online communites
Engage costumers throught content
Co-creation Brand awarness
1) Kick start
bring the users to you landing page
2) Enter in an online community
Single topic community (e.g. Forum)
observing how the community operates before you start contributing
Respect the Roles (administrators, moderators, newbies)
“ Don’t feed the troll” (annoy people).
Flaming: incite heated reactions
great way to build a reputation in a specific niche online.
become a part of the community
if you’re a marketing person, admit it.
3) Digital asset optimization (DAO)
taking stock of the digital content you already have and getting it into social media where it can help drive buzzand traffic
encourage your fans to remix the media you have posted or to create organic content
Shorter is better
“ How to” video
Foster sharing: u se open licensing (cc) and embedding features
… to spreadability. Creating content that are meaningful to a culture inspire users to create organic content and aggregate around them.
Build an identity
Make the brand appropriable
Creativity, socialization and competition
Get the network visible
Get users rewards gamification
Geosocial networking Socio-economical motivations Reward and loyalty programs Reviews
Case history: Skuola.net
Viral campaign Viral video Product placement Call to action Award
Case history: SportSquare
O'Reilly, T., Musser, J. (2007) Web 2.0 Principles and Best Practices . New York: O'Reilly Press. [ENG]
Tapscott, D., Williams, A. D. (2008) Wikinomics: How Mass Collaboration Changes Everything . [ITA/ENG]
Shirky, C. (2008) Here Comes Everybody: The Power of Organizing Without Organization . [ITA/ENG]
TechCrunch, http:// techcrunch.com / [ENG]
Mashable, http:// mashable.com / [ENG]
agnese vellar Social Media Consultant I3P - Innovative Companies Incubator of Politecnico Torino [email_address] http:// twitter.com /agneseh http:// it.linkedin.com /in/ agnesevellar Drawings by Frits Ahlefeldt- HikingArtist.com