The evolution on media and communication
Change of the content consumption
Impact on the brand
We often see media on a squared box: newspaper ads, tv
ads, banner, ﬂyers and so on. And again, often we live it in
one way: the tv tells you to… , the brand tells you to..., the
Media is evolving and the audience is not just receiving the
message. They get it, change it, share it and even send it
back to the sender.
testimonial tells you to..., and so on.
But now that social networks such as Youtube, Facebook, Terms such as word of mouth, viral, facebook, social media
MySpace or Twitter are well established in everyone life, it marketing, tag are becoming standard marketing words.
is obvious that communications between brand and Brand new tools? No. A natural evolution on how people
consumer are changing. communicate.
But, really, what is happening? Let’s see what is changing.
Change of content consumption in Italy
2006 2007 2008 Daily Weekly
Video Blog Social Networks Podcast RSS Video Blog Social Networks Podcast RSS
The ﬁrst effect of the evolution of the media is the change We can imagine that blogs are the tip of the social media
in the content consumption by the users. Blogs, in Italy, are iceberg, opening the road to a more deep and complete
reaching the saturation poing. Video consumption in on the use of the net.
* Fonte: Universal McCann
The textual web is leaving room for the rich media, a more
First impact for the brand
What do you know about your next thing to buy, before reaching the shop?*
What is changing for the brand?
No surprise that consumers reach their store already
29% 21% 33%
informed on what they want to buy. Nielsen showed
us how consumers reach the store before shopping.
It is likely to see a similar behaviour online. 49%
Well, this is not the hot news. Shopping Center Ipermarkets Multimedia Store
I know everything With some clues Clueless
And really, even that consumers can share opinions
easier and faster, is not the big news.
Consumers are getting comfortable sharing their
opinions online, both positive and negative
Basically, they are climbing the learning curve. They 18%
are getting more and more conﬁdent with the basic I share my un-satisfaction
2.0 tools. We can expect more and more opinions 15%
shared online, and this should not be
underestimated. I share my satisfaction
* Source: Nielsen
I read others opinions
Time to Innovate
The ﬁrst thing associated to social Consumers are now in fragmented This can bring to continuous increase
media is “blog”, but after seeing the and personalised spaces, and of conversion costs. And when these
Wave3 report, are we sure that reaching them will be harder and costs will be too high, even the best
blogs are the silver bullets for a harder. performance based model of
social media strategy? advertising can not be effective.
Besides, the growing ad pressure,
The creation and distribution of new both online and ofﬂine, is making First step to innovate? Listening over
content must adopt a more the audience a bit… careless? After your corporate walls and grab
sociological and scientiﬁc approach. all, for them, advertising means momentum.
It is not anymore a matter of buying “fake”. (Nielsen BuzzMetric 2007, US
ad-units in the right place. consumer).
David Armano came out with an interest But if you can pre-launch your product,
1.Listen chart (see above). and examine the ﬁrst opinions online, you
will get those precious insights to improve
your marketing & communication strategy.
2.Think The big launch with big budget might not
be the most efﬁcient way these days. If the
audience does not get the right perception
3.Act of your product, every economic offer will
always be too high.
Gucci €6.338 We often see discussions about
brand and online conversations, but
Prada €2.775 are they related?
Considering the top 10 Italian brands
(Interbrand 2008) by capital value,
Bulgari €2.577 and cross-checking them with their
impact on social media, we see a
D&G €2.220 different scenario.
It is not a fact of being or not being
Ferrari 176 inside a social network. A proﬁle and
Diesel 157 its popularity (followers, fan,
friends), on its own, does not impact
Gucci 104 a brand in any way. However, the
main topics discussed by consumers
* Vitrue SMI
Prada 95 can make a difference.
Pirelli 5 * data: Social Media Index from
Benetton 3 Vitrue.com
I own, therefore I am
Prada Gucci Armani
Social Networks Social Networks Social Networks
61% 68% 44%
2% Video Sharing
2% Blogs 21%
Video Sharing Photo Sharing
Micro Blogs Micro Blogs Video Sharing Micro Blogs
22% 11% 17% 28%
Groups and Facebook Fan Pages seem a representation of Video sharing platforms are often a collection of the best tv
the concept of “I own, therefore I am”. If we look at the ads and, without stopping to Prada, Gucci and Armani,
fan photos in Gucci Fan Page (210.358 fans in FB) they these platforms are a great way to feed video materials
are a showoff of users with their Gucci shoes/sunglasses/ from the Fashion exhibitions to everyone.
bags; expecially on this group, do not even try to upload a
picture of yourself with a fake Gucci product. These platforms can help a brand spot upcoming threats
too. As your Burberry coat can deny you access into a
About Prada: users are just interested on shoes and bags. London pub, Gucci is an aspirational brand with strong
A pity considering all their beautiful productions but, like connection with the hip hop world.
Armani, there is a sober and relaxed attitude.
Not just TV
29% Micro Blogs
2% Video Sharing Photo Sharing
Social Networks 49% 4%
Video Sharing Blogs
As we started to experience before, “brand lovers” use The audience also loved the tv ad aired by Bulgari, with
video sharing platforms to share their favourite ads and, Kate Moss. We can understand that most of Bulgari
considering D&G and Armani, all their related business like products are not for everyone, however we were expecting
the Gold Restaurant D&G in Milan or the Armani home more conversations about sunglasses and other
forniture line. accessories.
Even more, both brands have their peculiarities.
D&G provocative campaigns did not get the same negative
reaction from the press. Actually the audience loved them,
without being disturbed by the sexual references.
Not just TV
56% Photo Sharing Video Sharing
8% 42% Blogs
Social Networks Social Networks
About Pirelli, the audience interest is on their ads and on Benetton, deﬁnitely better aligned to the Inditex brands
the miniﬁlm with Uma Thurman. than the high fashion brands previously discussed, it ﬁnds
its space on video and photo sharing platforms thanks to
Pirelli, however, before being a brand, is a chemical the sport sponsorships and, of course, to the very
industry for the audience. That is why Pirelli is rarely a distinguishable work of Oliviero Toscani.
topic of discussion but, strangely, their extension on the
shoes industry was nearly ignored. A strong visual style and one of the most important
calendars let Benetton and Pirelli gain shares on photo
The special ones: Diesel, Geox, Ferrari
Diesel Geox Ferrari
36% Micro Blogs
56% Video Sharing
2% Micro Blogs
Micro Blogs 25%
Photo Sharing 3% Photo Sharing
Social Networks 4%
33% 3% Video Sharing Social Networks 2%
Ferrari does not need explanations. Status symbol and part Diesel, as we can also see in the online conversation,
of every men dream, it is the top brand. With a nearly creates its international brand by not loosing momentum
equal distribution on video, text and photo. and adapting fast to the market.
Geox is the last in the ranking. However, after a qualitative
analysis, we see that the conversation is from different
markets rather than just Italy. A proof of Geox succesfully
moving into other markets? It looks like yes!
Is it time for social media marketing?
Now the big question… is it now time for social media If you want to get started, ask yourself:
•Which content can I produce? And with which frequency?
To answer, we need to examine two words:media and
marketing. •Where are my consumers? And what about their main
Media: surely social media is a great extension of all the
new-media activities but, because it is based on conversations, •Which are my limits? Do I need help? Do I have resources?
can it live on its own? Probably not.
•Talking about metrics, which are the best one? What do I
So, can we still use the word marketing? If this media bases really need to measure?
itself on conversation, it is very likely that the audience is not
very recepitive on marketing messages. Like in Truman Show, •What do I hope to obtain? Can the ﬁnal feedback help my
talking with a marketing cut results to be annoying. business?
Social Media is not an alternative to the advertisement, but it •What do I really want to say? And what do they really want
can help traditional marketing campaigns - with the same to hear?
marketing spending - to obtain better performances.
If I gain trust, my marketing message gains some trusts too. I
can count on better performance of my marketing and
You need 360 degrees content. Is it time to move away from
using only your preferred way to communicate.
About this research
This research took place on Febbraio 2009, with the crosscheck of data from Interbrand and the Social Media
Index (SMI) from Vitrue (www.vitrue.com). Data represented on charts are quantitative data only. Qualitative
insights are expressed in the comments.
For any questions, you can write to Denis Rasia firstname.lastname@example.org
Creative Commons NC-SA 3.0
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