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Gummy Industries
How to create and run a
community
Alta Scuola Politecnica
2
Alessandro Mininno - @alekone - @gummyindustries
Il consumatore post moderno
Why do companies
need my work?
3
4
5
It worked until 2001
6
7
8
CONSUMERS
CHANGED
9
A CHILD SEES
20.000
ADS EVERYYEAR
10
8
MINUTES ISTHEAVERAGE
ATTENTION SPAN ONTV
11
The attention span of a Goldfish is 9 seconds
CONSUMERS HAVE 

NICHETASTES
12
13
68%
OF PEOPLETRUST
CONSUMER OPINIONS
FOUND ONLINE
14
15
16
http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
Il consumatore post moderno
HOW DOTHE BRAND
CONCEPT EVOLVE?
17
“BRANDSARE NOW 

PUBLIC PROPERTY”
18
Ellen Peatry Leanse - Google
Our lawyer assures that’s inaccurate
19
20
21
Inserisci qui un occhiello
22
23
Il consumatore post moderno
THIS ISTHEWORLD
THAT IWORK IN
24
Il consumatore post moderno
WHAT ISA
COMMUNITY?
25
“Community is a group of
people with unique shared
values, behaviors and
artifacts.”
26
-The Community RoundTable
Which offline communities
come to your mind?
27
What do they have
in common?
28
RULES
LANGUAGES
COMMUNITY MANAGERS
PLACE
GOAL
29
Hub Pool Web
Apple, DucatiNike Jordan Family
Il consumatore post moderno
WHAT ISA
COMMUNITY

ONLINE?
31
32
Inserisci qui un occhiello
33
Inserisci qui un occhiello
34
W.o.W.
35
Inserisci qui un occhiello
36
Inserisci qui un occhiello
37
Inserisci qui un occhiello
38
39
Club Nintendo Italia
40
Inserisci qui un occhiello
41
42
43
Il consumatore post moderno
USING COMMUNITY
TO LEVERAGE
COMMUNICATION
44
45
https://www.youtube.com/watch?v=bVcAoE-ysbQ
46
http://www.youtube.com/watch?v=Tt9NBtW4sbA
Il consumatore post moderno
WHAT BUSINESS HAS
A COMMUNITY 

BUILT-IN?
47
48
Come fare innovazione grazie alla rete?
49
Come fare innovazione grazie alla rete?
50
Come fare innovazione grazie alla rete?
51
Come fare innovazione grazie alla rete?
Come cambia il consumatore?
52
Inserisci qui un occhiello
53
Inserisci qui un occhiello
54
Inserisci qui un occhiello

55
Gummy Industries S.r.l.

Via Manzoni 22/c 

25126, Brescia
Tel 030 5241468
www.gummyindustries.com
twitter.com/gummyindust...
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How to create and run a community

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This is the presentation I held at the Alta Scuola Politecnica (May 2014).

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Transcript of "How to create and run a community"

  1. 1. Gummy Industries How to create and run a community Alta Scuola Politecnica
  2. 2. 2 Alessandro Mininno - @alekone - @gummyindustries
  3. 3. Il consumatore post moderno Why do companies need my work? 3
  4. 4. 4
  5. 5. 5
  6. 6. It worked until 2001 6
  7. 7. 7
  8. 8. 8
  9. 9. CONSUMERS CHANGED 9
  10. 10. A CHILD SEES 20.000 ADS EVERYYEAR 10
  11. 11. 8 MINUTES ISTHEAVERAGE ATTENTION SPAN ONTV 11 The attention span of a Goldfish is 9 seconds
  12. 12. CONSUMERS HAVE 
 NICHETASTES 12
  13. 13. 13
  14. 14. 68% OF PEOPLETRUST CONSUMER OPINIONS FOUND ONLINE 14
  15. 15. 15
  16. 16. 16 http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
  17. 17. Il consumatore post moderno HOW DOTHE BRAND CONCEPT EVOLVE? 17
  18. 18. “BRANDSARE NOW 
 PUBLIC PROPERTY” 18 Ellen Peatry Leanse - Google Our lawyer assures that’s inaccurate
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. Inserisci qui un occhiello 22
  23. 23. 23
  24. 24. Il consumatore post moderno THIS ISTHEWORLD THAT IWORK IN 24
  25. 25. Il consumatore post moderno WHAT ISA COMMUNITY? 25
  26. 26. “Community is a group of people with unique shared values, behaviors and artifacts.” 26 -The Community RoundTable
  27. 27. Which offline communities come to your mind? 27
  28. 28. What do they have in common? 28
  29. 29. RULES LANGUAGES COMMUNITY MANAGERS PLACE GOAL 29
  30. 30. Hub Pool Web Apple, DucatiNike Jordan Family
  31. 31. Il consumatore post moderno WHAT ISA COMMUNITY
 ONLINE? 31
  32. 32. 32
  33. 33. Inserisci qui un occhiello 33
  34. 34. Inserisci qui un occhiello 34
  35. 35. W.o.W. 35
  36. 36. Inserisci qui un occhiello 36
  37. 37. Inserisci qui un occhiello 37
  38. 38. Inserisci qui un occhiello 38
  39. 39. 39 Club Nintendo Italia
  40. 40. 40
  41. 41. Inserisci qui un occhiello 41
  42. 42. 42
  43. 43. 43
  44. 44. Il consumatore post moderno USING COMMUNITY TO LEVERAGE COMMUNICATION 44
  45. 45. 45 https://www.youtube.com/watch?v=bVcAoE-ysbQ
  46. 46. 46 http://www.youtube.com/watch?v=Tt9NBtW4sbA
  47. 47. Il consumatore post moderno WHAT BUSINESS HAS A COMMUNITY 
 BUILT-IN? 47
  48. 48. 48 Come fare innovazione grazie alla rete?
  49. 49. 49 Come fare innovazione grazie alla rete?
  50. 50. 50 Come fare innovazione grazie alla rete?
  51. 51. 51 Come fare innovazione grazie alla rete?
  52. 52. Come cambia il consumatore? 52
  53. 53. Inserisci qui un occhiello 53
  54. 54. Inserisci qui un occhiello 54
  55. 55. Inserisci qui un occhiello 55
  56. 56. Gummy Industries S.r.l.
 Via Manzoni 22/c 
 25126, Brescia Tel 030 5241468 www.gummyindustries.com twitter.com/gummyindustries info@gummyindustries.com A presto!
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