Fabrizio Perrone

1. The Social Revolution
from Frigyes Karinthy to Facebook
Docente: Fabrizio Perrone
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2. NEW MARKETING MIX
BUZZ MARKETING
Il buzz marketing è quell'insieme di operazioni di marketing non
convenzionale volte ad aumentare il numero e il volume delle
conversazioni riguardanti un prodotto o un servizio e,
conseguentemente, ad accrescere la notorietà e la buona
reputazione di una marca.
Consiste nella pratica di coinvolgere alcuni trend setter all’interno del
target di riferimento.
La forza di una tale modalità comunicativa è che il passaparola
attorno a un prodotto/servizio avviene da “pari a pari” per cui il
messaggio dal target non solo è ritenuto credibile, ma anche
affidabile e quindi da diffondere.
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4. NEW MARKETING MIX
INFLUENCERS
Business have a finite amount of money and time; therefore, they
must identify the most connected people they can to help expand their
reach. In social networks, brands can connect with everyday people
who are the celebrities of their networks. The value to businesses is
that they can have access to respective Rolodex of consumers and
reward them as a result.
Dr. Bernardo A. Huberman
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5. Influence is...
... the ability to shape
thoughts, perceptions or behaviour
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6. Every year, 500 billion consumer
opinions are shared online
Source: http://www.forrester.com/rb/research
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7. These opinions are having an
IMPACT
on purchase decisions
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8. ...making the people who write them influential
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9. So, how do you recognize an Influencer?
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10. Popularity is an obvious indicator
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11. ...but it only tells part of the story
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12. To be influential, a person needs expertise
in a specific subject, field or sector
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13. …and an audience who are
receptive to their influence
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14. (BTW, it turns out your Facebook
relationship status betrays
your susceptibility to influence)
Susceptibility to
influence
2
1,8
1,6
1,4
1,2
1 It’s
Single Relationship Engaged Married Complicated
Source: Sinan Aral, http://web.mit.edu/sinana/www/
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15. So, how do you find influencers online?
You could...
- Count blog post UV
- Count Twitter followers
- Measure Facebook Likes
- Look for high Google pageranks
- Check comment volume on blog posts
- Spend lots of time in relevant forums
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16. So, how did we search for
influencers?
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19. 2009, United
Airlines damaged
Dave Carroll’s
Guitar. The times
online in UK
estimates 180M $
damages.
12M Views!
http://www.youtube.com/watch?
v=5YGc4zOqozo
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20. 2010, New logo GAP
https://www.facebook.com/gap/posts/159977040694165
“We’ve learned a lot in this process. And we are clear that we did not go about
this in the right way. We recognize that we missed the opportunity to engage
with the online community. This wasn’t the right project at the right time for
crowd sourcing.”
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21. Today, earthquake
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22. Today, earthquake
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23. FABRIZIO PERRONE
MANAGING DIRECTOR @ FAN MEDIA SOCIAL MEDIA AGENCY
f.perrone@fanmediaservice.com
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