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Slides of the course Web Communication and Social Media during year 2011

Slides of the course Web Communication and Social Media during year 2011

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Web Communication and Social Media Web Communication and Social Media Presentation Transcript

  • Web Communication & Social Media Gianpaolo D’Amico IED - Firenze, Italy copyright by Gianpaolo D’Amico - All Rights ReservedMonday, October 24, 2011
  • Who am I computer science engineer creative director researcher music addictedMonday, October 24, 2011
  • You can find me here damico@dsi.unifi.it http://twitter.com/gianpaolodamico http://www.linkedin.com/in/gianpaolodamico http://www.slideshare.net/gdamicoMonday, October 24, 2011
  • http://licorize.com/projects/gianpaolodamico/ied-webcommunicationMonday, October 24, 2011
  • Introduction to the Digital CommunicationMonday, October 24, 2011
  • A brief history of the Internet http://en.wikipedia.org/wiki/World_Wide_WebMonday, October 24, 2011
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  • The principles of user experience design http://en.wikipedia.org/wiki/User_experienceMonday, October 24, 2011
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  • UX Elementshttp://semanticstudios.com/publications/semantics/000029.phpMonday, October 24, 2011
  • http://www.montparnas.com/articles/what-is-user-experience-design/Monday, October 24, 2011
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  • Interfaces and new devices to display information http://www.flickr.com/photos/sterlingely/25604988/Monday, October 24, 2011
  • User Interfaces http://en.wikipedia.org/wiki/User_interfaceMonday, October 24, 2011
  • http://www.flickr.com/photos/kevinclark/9791677/Monday, October 24, 2011
  • http://www.flickr.com/photos/kevinclark/9791677/Monday, October 24, 2011
  • http://www.freakingnews.com/pictures/78500/Windows-7-for-iPad--78862.jpgMonday, October 24, 2011
  • http://www.flickr.com/photos/canol/3953949551/Monday, October 24, 2011
  • http://www.flickr.com/photos/bibliothekeneemland/5394931053/Monday, October 24, 2011
  • http://www.flickr.com/photos/nclairembault/2178572558/Monday, October 24, 2011
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  • Web 2.0Monday, October 24, 2011
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  • Web 2.0 http://en.wikipedia.org/wiki/Web_2.0Monday, October 24, 2011
  • Web 1.0 vs Web 2.0 http://www.bitmama.it/articles/14-Cos-Web-2-0Monday, October 24, 2011
  • Main points • web as a platform • collective intelligence • the blog phenomenon • always in beta • rich user experienceMonday, October 24, 2011
  • Blog: personal e corporate http://www.flickr.com/photos/s4xton/238978944/Monday, October 24, 2011
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  • platforms and blogging servicesMonday, October 24, 2011
  • http://wordpress.com/ http://www.flickr.com/photos/spazticus/2769034548/Monday, October 24, 2011
  • http://www.blogger.com http://www.wonderbranding.com/wp-content/uploads/2009/05/blogger.jpgMonday, October 24, 2011
  • http://www.tumblr.com http://www.flickr.com/photos/annieee/3740909218/Monday, October 24, 2011
  • http://posterous.com http://images.businessweek.com/ss/10/04/0419_best_young_tech_entrepreneurs/3.htmMonday, October 24, 2011
  • Practise with Wordpress • registration on wordpress.com • settings • general • discussion • appearance -> themes • theme selection • theme options • widgets • content management with post & pagesMonday, October 24, 2011
  • Guidelines 1 • write well, regularly, be precise and accurate • don’t make grammatical errors • always expand acronyms • only write about topics you know very deeply, in order to propose yourself as an expert, so that your blog will be quoted by other blogs or sites • avoid redundant and unnecessary information sentences • comment and enter information in other blogs which deal with similar topics, don’t sell your blog, but join in the discussion by providing an added valueMonday, October 24, 2011
  • Guidelines 2 • use a blog layout clean and easy to navigate, with distinct sections • define a set of keywords related to the topic of the post, which will be incorporated as part of the text of the article and in the title • write clear and effective titles • align text to the left • highlight concepts and words only with the bold • citation reports only with italicMonday, October 24, 2011
  • Guidelines 3 • use chunking to create short paragraphs • use bulleted lists, when you need to present information in a precise order • insert multimedia content, especially images and videos • add many links to outside sources for other bloggers regardless of their popularityMonday, October 24, 2011
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  • case history #1Monday, October 24, 2011
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  • The implications of communication: Mass Media vs New Media. http://www.flickr.com/photos/theordinary/3519904172/Monday, October 24, 2011
  • What relationship between the world of broadcast media (TV, radio, press, cinema, etc..) and the new media and especially social media (blogs, social networks, etc.)? What kind of communication is established and how the message affects the channel?Monday, October 24, 2011
  • Shannon-Weaver’s Mathematical Model http://it.wikipedia.org/wiki/File:Shannon-weaver.jpgMonday, October 24, 2011
  • Mass MediaMonday, October 24, 2011
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  • Key features Communication mode from one to many Vertical structure of the model: top-down Channel one-way Low level of interaction http://www.flickr.com/photos/sarahreido/3245498261/Monday, October 24, 2011
  • New Media = Social Media?Monday, October 24, 2011
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  • Key features • Many to many communication mode • Structure of the network model: top-down • bidirectional channel • High level of interaction http://filsalustri.files.wordpress.com/2009/10/social-media-word-cloud.jpgMonday, October 24, 2011
  • new paradigm of communication => new way about how the brand relates with peopleMonday, October 24, 2011
  • http://www.marketingprofs.com/charts/2011/4643/small-business-marketing-social-search-fastest-growing-channelsMonday, October 24, 2011
  • http://mashable.com/2011/03/17/modern-media-agency/Monday, October 24, 2011
  • Digital PR: a revolution in PR in 2.0 form communication to conversation http://www.flickr.com/photos/rachelvn/3652498755/Monday, October 24, 2011
  • Internet PR The online public relations are intended to bring out its own brand in the immense panorama of the Web and transmit a correct image all through the platforms which target users (fans) areMonday, October 24, 2011
  • Internet PR • people are social animals and have a natural need to relate to each other => share • via the Internet, you can share emotions, thoughts, knowledge and general information of all types • the strength and success of a company will no longer be based on the product but on the idea which is associated with • the strength of the idea of the product is the argument that through socialization and public relations produces consensus and reputation • making social networking for a company means to make sure, through conversation and social relations, that other people speak well about itselfMonday, October 24, 2011
  • The prosumer • the Internet PR have created the new role of the consumer/user as a player and actor of this new communication => prosumer • he/her forces the transition from a logic of the transaction to the relationship • he/she is a leader => influencerMonday, October 24, 2011
  • Communication models Traditional Who (says) What (to) Whom (in) What Channel (with) What Effect http://en.wikipedia.org/wiki/Harold_Lasswell Internet PR (PR 2.0) Who - Says what - In which channel - To whom - To what effect - Then who - Hears what - Who shares what - With what intent - To what effect http://www.deirdrebreakenridge.com/Monday, October 24, 2011
  • Traditional vs Internet PR Traditional PR Internet PR • One-way communication • 2-ways communication • Lobbying • Forums/Communities • Traditional media channels • Blogs • Traditional advertising • Social networking sites • Not public • Participation • Not only for mainstream audience • public and clearMonday, October 24, 2011
  • case history #6Monday, October 24, 2011
  • Kriptonite • company specialized in the construction of mechanical anti-theft locks which opened semplicemnete "tinkering" two minutes with a Bic pen • the vulnerability was revealed in September 2004 from various blogs, including Engadget, and bounced in and out of the blogosphere to come up on the pages of mainstream media • at the time, kryptonite was first silent, then denied, then admitted the problem with severe economic damage to both image • Donna M. Tocci, kryptonite pr manager admits: "It correct to say that if we had a blog in September 2004, it would help". She adds: "Today we look at the blogosphere a lot more closely". Better late than never. http://www.youtube.com/watch?v=_2vLtpVPqhIMonday, October 24, 2011
  • Word-of-Mouth • The Word-of-Mouth is a term that refers to the act by which consumers receive information from other consumers, the WOMMA association defines it as the art and science to build mutually, beneficial consumer-to-consumer and consumer-to-marketer • Word-of-Mouth can be defined as: • the consumer voice • a natural behavior • consumers tlak about products, brands and services of which they have experience • offline your range of influence is limited by the circle of your friends, while online it can be much broaderMonday, October 24, 2011
  • Techniques to create WOM Seeding Recruitment of a network of people willing to publish (even paid) content Infiltration Identification of blogs, forums, communities in which to act pretending to be a user to publish content and promotions Product sampling Identification of blogs, forums, communities that send the product Buzz agencies Companies profiled database of people with specialist interest http://www.flickr.com/photos/mkmabus/3312029613/Monday, October 24, 2011
  • WOM spontaneous by content Listen to what they say about you and your products on all web platforms Tell the products and the company in a new and original way Publish on the Internet on a frequent and regular Go to blogs, forums and social networks to create an open or active participation Use the tools for Internet sharing (YouTube, Flickr, etc. ....) Be transparent, timely, open, non-polemical http://www.flickr.com/photos/leeannl/3279816851/Monday, October 24, 2011
  • User generated content:YouTube, Flickr http://www.flickr.com/photos/darrellberry/2580084919/Monday, October 24, 2011
  • FlickrMonday, October 24, 2011
  • Flickr • Flickr is a web platform that allows you to share and edit photos with everyone who has access to the Internet • It was created in 2002 by Lucicorp • It is owned by Yahoo from 2005Monday, October 24, 2011
  • Flickr as a digital communication channel • brands have to use to open a new channel of communication and relationship with people • it is not the place to sell products (prohibited) • it is a place where you can create a multisensory experience with people, adding: 1. advances on products/services 2. promote activities and/or events 3. tell the inside story of the companyMonday, October 24, 2011
  • What you can do with Flickr • create sets of photographs, in order to propose stimulating and focused thematic routes • insert tags, titles and descriptions in the photographs, so they can be easier to find • enter the geolocation of photos • interact with users commenting on • create and be part of focus groups of users • publish content on a regular basis • involve users in the publication of photographsMonday, October 24, 2011
  • case history #2Monday, October 24, 2011
  • Examples • http://www.flickr.com/photos/fiat • http://www.flickr.com/photos/voiello • http://www.flickr.com/photos/ costumenational/ • http://www.flickr.com/groups/ 79349825@N00/Monday, October 24, 2011
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  • Social network: Facebook, Linkedin, MySpace http://www.flickr.com/photos/sarasimmons/2570222515/Monday, October 24, 2011
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  • case history #3Monday, October 24, 2011
  • http://www.myspace.com/arcticmonkeysMonday, October 24, 2011
  • http://www.myspace.com/lilymusicMonday, October 24, 2011
  • http://www.myspace.com/panicatthediscoMonday, October 24, 2011
  • http://www.flickr.com/photos/sarasimmons/2570222515/Monday, October 24, 2011
  • What is Facebook • Facebook is a free social network where users can create profiles with pictures, videos, information and personal preferences and interact creating connections called friendship • Founded in February 2004 by Mark Zuckerberg, Eduardo Saverin, Dustin Moskovitz and Chris Hughes • Facebook in January 2011 contains more than 600 million active users and is priced at $ 50 billion • It is the second most visited site in the world, after Google http://it.wikipedia.org/wiki/FacebookMonday, October 24, 2011
  • Personal profiles • they are designed to enable permanent connections (friendship) with other profiles • allow you to post messages, pictures, videos, etc.. • profiles can be enriched with various types of personal information (interests, personal data, etc..) • privacy: You can define different levels of data privacy • communication: • the news feed containing the messages of their friends, of pages, groups and applications • the wall is the space of your messages • private posts are made directly between two profilesMonday, October 24, 2011
  • Pages • are created for brands, institutions, schools, businesses, etc.. who want to create a space for communication with their fans or customers • allow you to communicate with users that trigger like • are created and maintained by the official representatives (admin) • privacy: all data are public • audience: anyone can turn on an unlimited number of likes • communication: • admins post messages into the news feeds that appear in the page of profiles that are activated like • admins can create custom tabs • admins can see the insight of users in the pageMonday, October 24, 2011
  • Basic Guidelines for Facebook page • Do not use press releases • Write for the people / fans • Respond to comments • Regularize the post publishing plan • Write for firstMonday, October 24, 2011
  • Groups • are closed groups that allow members to share messages • can be created by anyone • privacy: groups can be set sealed • audience: members must be approved by other members • There is a limit to the number of members (5000) • communication: • an email notification is sent whenever you create a new message in the group, unless you change the settings of the individual userMonday, October 24, 2011
  • Mashable http://www.altfg.com/Stars/p/psycho-janet-leigh.jpg http://www.thehunkies.com/wp-content/uploads/pete-cashmore-1.jpgMonday, October 24, 2011
  • 5 tips from the team of Mashable 1. present and emphasize your fans 2. always use both sense of humor 3. give your fans something to consume 4. develop questions 5. bring your fans behind the scenes of your activities Facebook can be a difficult medium for businesses to crack, since it’s one of the more personal social platforms out there http://mashable.com/2011/05/24/facebook-tips/Monday, October 24, 2011
  • 10 strategies to be liked 1. never stop listening 2. influence EdgeRank Facebook 3. involve more fans 4. respond quickly to negative comments 5. respond quickly to positive 6. be authentic and transparent 7. providing value (free) 8. share and inspire stories 9. make clear the real feelings 10.do not sell http://mashable.com/2011/05/10/facebook-marketing-strategies/Monday, October 24, 2011
  • http://www.geekhowtos.com/wp-content/uploads/2011/08/Facebook-Edgerank-1.jpgMonday, October 24, 2011
  • case history #4Monday, October 24, 2011
  • Twitter Counter Vin DieselMonday, October 24, 2011
  • Johnson’s Baby CanadaMonday, October 24, 2011
  • ZaraMonday, October 24, 2011
  • Mello YelloMonday, October 24, 2011
  • what’s next?Monday, October 24, 2011
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  • Real time web: Twitter, Friendfeed http://www.flickr.com/photos/satanoid/4966914058/Monday, October 24, 2011
  • http://www.youtube.com/watch?v=4AN4_N5N52UMonday, October 24, 2011
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  • What is twitter? • Twitter is a free social networking and microblogging service that provides users with a personal page updated via text messages with a maximum length of 140 characters • Updates can be made via the website, SMS, instant messaging, e-mail or by various third party applications • Twitter was created in March 2006 by Obvious Corporation in San Francisco http://it.wikipedia.org/wiki/TwitterMonday, October 24, 2011
  • Key features • following: twitter profiles that our profile follows • followers: twitter profiles who follow our profile • privacy: a private profile can be defined • hashtag: keywords for categorizing tweets in order to allow people to follow conversations in which the tag has been insertedMonday, October 24, 2011
  • Methods for a sucessful tweet • link - 98% included links for deeper engagement • hashtag - 72% used hashtags to brand the conversation • real-time - 70% featured new, up-to-the-minute content • call to action - 40% used direct calls to action ("click here") • exclamatory - 40% were exclamatory in tone (used "!") • new product - 38% announced the launch of a new product • ask a question - 24% asked a question • game-related - 22% related to a game or contest http://johnbell.typepad.com/weblog/2011/05/7-qualities-of-effective-tweets.htmlMonday, October 24, 2011
  • Hashtags • words preceded by the symbol # which help to improve classification of a tweet • they were introduced by people • have the same semantic goals of tags in Flickr,YouTube, etc. http://3.bp.blogspot.com/_LqWfOFsRox0/TO2AKguRqAI/AAAAAAAABgc/Qt8lRxxYK_U/s1600/hashtag%2Bmm.png http://www.altfg.com/Stars/p/psycho-janet-leigh.jpgMonday, October 24, 2011
  • Methods to use hashtags • create hashtag understandable and synthetic: • example: #sxsw, #hc09, #nowplaying • verify if it exists by Twitter search • register hashtag on WhatTheTrend • everytime you write something on that topic just insert the hashtag in the tweet • create the hashtag and mention it as soon as possible • promote the hashtag in other social networksMonday, October 24, 2011
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  • case history #5Monday, October 24, 2011
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  • http://www.thehashtagproject.com/Monday, October 24, 2011
  • follow online conversationsMonday, October 24, 2011
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  • case history #6Monday, October 24, 2011
  • http://www.tate.org.uk/research/tateresearch/tatepapers/10spring/Monday, October 24, 2011
  • Google Keyword Tool ExternalMonday, October 24, 2011
  • Examination Mini digital campaign 1.product/service definition 2.blog creation 3.Twitter profile creation 4.Facebook page creation 5.promotionMonday, October 24, 2011
  • Blog1.blog building on Wordpress.com2.1 page About with smalldescription of the project, contactsand links to Facebook & Twitter3.creation of 2 post according toguidelines with stories4.posts must contain:1 image(Flickr) e 1 video (YouTube/Vimeo)Monday, October 24, 2011
  • Twitter 1.Twitter profile creation 2.profile customization 3.creation of 2 tweets with links to the posts + hashtags 4.creation of 2 tweets with links to something related to the posts of the blog + hashtag http://kubrick77.free.fr/Kubrick/shining.jpgMonday, October 24, 2011
  • Facebook 1.Facebook page creation 2.page customization 3.creation of 2 posts linking to the posts of the blog 4.creation of 2 posts linking to stories related to the posts of the blogMonday, October 24, 2011
  • good work :)Monday, October 24, 2011