e-Business, e-Marketing And Social Media 2008 Course Ge Ma Business School Mod 12

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Module 12/13 of a series of slides I wrote down in order to introduce a small class of post-graduate students to e-Business and e-marketing, at "Gestioni & Management" Business School in Rome.

My goal was NOT just to discuss or introduce the Internet, the Web or the basic concepts online user experience and online advertising. Instead, I focused on the idea that e-marketing management is more and more a relevant aspect of "plain and simple" marketing management and I tried to give future marketing managers some methodological tool in order to address e-marketing projects in a "right", formal and structured way.

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e-Business, e-Marketing And Social Media 2008 Course Ge Ma Business School Mod 12

  1. 1. Web e mobile marketing Brand experience, promotion e customer conversation Modulo 12 Social Media - models by examples - casi online Salvatore Larosa Roma, sede GeMa, 11 settembre 2008 Download site http://www.slideshare.net/salvatorelarosa @ 2008 Salvatore Larosa - Creative Commons Attribution Noncommercial-Share Alike 2.5 Italy License
  2. 2. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation MARKETS ARE CONVERSATIONS Creative Commons Attribution Noncommercial-Share Alike 2.5 Italy License
  3. 3. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation The conversation prism Fonte: Brian Solis Creative Commons Attribution 80 Noncommercial-Share Alike 2.5 Italy License
  4. 4. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Web multimediale e WebTV: alcuni casi interessanti Web Television & Music per comunicazione d’impresa The Weather Channel Pirelli Film Prada Starbucks Coca-Cola Pepsi Walt Disney Snickers Bud Audi Chow Nike Creative Commons Attribution 81 Noncommercial-Share Alike 2.5 Italy License
  5. 5. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Food – Coca Cola Creative Commons Attribution 82 Noncommercial-Share Alike 2.5 Italy License
  6. 6. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Food - www.mycokemusic.com Creative Commons Attribution 83 Noncommercial-Share Alike 2.5 Italy License
  7. 7. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Food – Coca Cola - Punti interessanti Quando il programma “Mycoke” è partito (2003) il panorama della musica online era molto meno popolato Coca Cola riteneva effettivamente di poter diversificare nella musica Tale tentativo non ha per ora avuto un grande successo commerciale ma il modello di diversificazione multimediale (compreso il “virtual world” per ragazzi) è interessante Ci sono però degli aspetti interessanti da considerare Meccanismi fidelity / punti Strategia online / offline con Blockbuster Potenzialità: connessione tra “rewards” e acceso a musica / video online Creative Commons Attribution 84 Noncommercial-Share Alike 2.5 Italy License
  8. 8. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Food - Pepsi (il n° 2) + Yahoo!, music mixer Creative Commons Attribution 85 Noncommercial-Share Alike 2.5 Italy License
  9. 9. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Food - Pepsi – Web radio, video sharing Creative Commons Attribution 86 Noncommercial-Share Alike 2.5 Italy License
  10. 10. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Food – Snickers – Instant Def episodes Creative Commons Attribution 87 Noncommercial-Share Alike 2.5 Italy License
  11. 11. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Food – Snickers – Instant Def episodes Creative Commons Attribution 88 Noncommercial-Share Alike 2.5 Italy License
  12. 12. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Food – Snickers – Instant Def episodes Creative Commons Attribution 89 Noncommercial-Share Alike 2.5 Italy License
  13. 13. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Food – Bud – Bud.tv – obiettivi esperenziali Clip varie e trailer cinematografici insieme alle clip con gli spot della Bud Servizi di community e segnalazione Creative Commons Attribution 90 Noncommercial-Share Alike 2.5 Italy License
  14. 14. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Entertainment - Disney (nuovo sito) Creative Commons Attribution 91 Noncommercial-Share Alike 2.5 Italy License
  15. 15. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Entertainment - Disney (nuovo sito) Creative Commons Attribution 92 Noncommercial-Share Alike 2.5 Italy License
  16. 16. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Sport fashion - Nike – Joga TV Creative Commons Attribution 93 Noncommercial-Share Alike 2.5 Italy License
  17. 17. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Sport fashion - Nike – Joga TV Creative Commons Attribution 94 Noncommercial-Share Alike 2.5 Italy License
  18. 18. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Social networking e multimedia: un mix esplosivo Social networking per le imprese • Joga – The Chain (social collaboration & remixing) • MySpace (indiretto, tramite adv e microshops / widgets) • YouTube (indiretto, tramite adv e diretto tramite branded TV) • Trail Blazers • Amvona 720° • Sportsmates Social networking in pubblicità • Film “Step Up” (2006) • Campagna Hotel Campari (2006) Creative Commons Attribution 95 Noncommercial-Share Alike 2.5 Italy License
  19. 19. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Social networking - definizione • Community: comunicazione, condivisione • Online social network: interazione finalizzata ad obiettivi specifici in linea con i valori / motivazioni dei membri del network e mediata da strumenti online concepiti ad hoc per tali specifici obiettivi Creative Commons Attribution 96 Noncommercial-Share Alike 2.5 Italy License
  20. 20. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Sport fashion - Nike – Joga TV – The Chain (sfida “sociale”, mixing community) Creative Commons Attribution 97 Noncommercial-Share Alike 2.5 Italy License
  21. 21. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation YouTube Creative Commons Attribution 98 Noncommercial-Share Alike 2.5 Italy License
  22. 22. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation YouTube – funzioni di social net (oltre al voto delle clip) • YouTube è un network di sharing: l’obiettivo delle funzioni di social net è quindi rendere possibile la “penetrazione” di un video attraverso sub-comunità omogenee per interessi ovvero semplicemente create attraverso le attività organizzate attorno ai video (si veda inbox, subscription, channel settings) o le relazioni degli utenti (inbox, friends & Creative Commons Attribution 99 contacts) Noncommercial-Share Alike 2.5 Italy License
  23. 23. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation YouTube – personal page Creative Commons Attribution 100 Noncommercial-Share Alike 2.5 Italy License
  24. 24. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation YouTube – content promozionale CBS Creative Commons Attribution 101 Noncommercial-Share Alike 2.5 Italy License
  25. 25. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation MySpace (News Corp) – multimedia, social net, UGC, widgets... • ...Ed anche canali TV “on demand” gestiti direttamente dai network broadcast! • ...(Anche YouTube ha fatto accordi in tal senso: per una TV tradizionale è molto più facile salire a bordo di una piattaforma come YouTube o MySpace che non sviluppare ex novo un proprio business IPTV) Creative Commons Attribution 102 Noncommercial-Share Alike 2.5 Italy License
  26. 26. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation MySpace (News Corp) – content on demand di Fox Creative Commons Attribution 103 Noncommercial-Share Alike 2.5 Italy License
  27. 27. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Social networking, media ed advertising Hotel Campari (Agenzia MRM Worldwide) • Campagna (molto sexy) ispirata all’atmosfera di “eyes wide shut”, con Salma Hayek • Spot TV, area dedicata su del.icio.us, pagina personale di una “campari woman” su MySpace, foto e filmati di improbabili feste “campari-style” su YouTube e Flickr • La campagna online era fondata solo su tecniche virali-sociali, niente adv tradizionale (banner etc) • 92.000 visitatori sui siti sociali, di cui 3.000 sono diventati “friends” dei personaggi Campari registrati • 170.000 page view sul sito hotelcampari.com, di cui il 13,5% veicolato da MySpace, YouTube e Flickr Creative Commons Attribution 104 Noncommercial-Share Alike 2.5 Italy License
  28. 28. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Social networking, media ed advertising Hotel Campari (Agenzia MRM Worldwide) Creative Commons Attribution 105 Noncommercial-Share Alike 2.5 Italy License
  29. 29. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Retail – Photo – Amvona 720° multimedia social network Creative Commons Attribution 106 Noncommercial-Share Alike 2.5 Italy License
  30. 30. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Retail – Photo – Amvona 720° multimedia social network – come funziona Creative Commons Attribution 107 Noncommercial-Share Alike 2.5 Italy License
  31. 31. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Sport – Trail Blazers - social net Creative Commons Attribution 108 Noncommercial-Share Alike 2.5 Italy License
  32. 32. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Sport – Trail Blazers - scommesse Creative Commons Attribution 109 Noncommercial-Share Alike 2.5 Italy License
  33. 33. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Sport – Trail Blazers - videos Creative Commons Attribution 110 Noncommercial-Share Alike 2.5 Italy License
  34. 34. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Sport – Trail Blazers – servizi sponsorizzati Creative Commons Attribution 111 Noncommercial-Share Alike 2.5 Italy License
  35. 35. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Sport – Trail Blazers – la squadra – content esclusivo – audio, video, foto, RSS, podcast, blog di opinion leader Creative Commons Attribution 112 Noncommercial-Share Alike 2.5 Italy License
  36. 36. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Sport – Sportsmates – social network Creative Commons Attribution 113 Noncommercial-Share Alike 2.5 Italy License
  37. 37. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Media - Cucina – Chow.com – “videocucina” + community Creative Commons Attribution 114 Noncommercial-Share Alike 2.5 Italy License
  38. 38. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Media - Cucina – Chow.com – le videoricette (anche audio e cell) Creative Commons Attribution 115 Noncommercial-Share Alike 2.5 Italy License
  39. 39. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Media - Cucina – Chow.com – e il business model?? (Promozioni ed infomercial) Creative Commons Attribution 116 Noncommercial-Share Alike 2.5 Italy License
  40. 40. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation TasteTV – Cable+Web TV interamente dedicata alla gastronomia Ha una quantità notevole di aree tematiche e di gestione redazionale (non ha UGC) Il business model è basato su pubblicità esplicita e su informercial Sia su Web sia su cavo il modello adottato è VoD (e su Web non c’è flusso) Creative Commons Attribution 117 Noncommercial-Share Alike 2.5 Italy License
  41. 41. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Un passo in avanti: Gather – editoria + social net + UGC Creative Commons Attribution 118 Noncommercial-Share Alike 2.5 Italy License
  42. 42. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Media - Broadcast+Web TV – NBC – Minisite multimediale “The Office” ed integrazione YouTube e wireless Inizialmente NBC aveva intentato una causa contro YouTube per via di content soggetto a copyright pubblicato sul sito di sharing In seguito NBC ha fatto marcia indietro ed ha chiuso un accordo di co-marketing con YouTube (aree dedicate e preminenza del content NBC su YouTube, spot gratuiti di YouTube su NBC) Creative Commons Attribution 119 Noncommercial-Share Alike 2.5 Italy License
  43. 43. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Media - Broadcast+Web TV – NBC – Minisite multimediale “The Office” ed integrazione YouTube e wireless Aree di “The Office” su NBC e su YouTube Video-contest online che poggia su MyTube Download in mobilità sulla rete Cingular (con meccanismo di social recommendation online) Creative Commons Attribution 120 Noncommercial-Share Alike 2.5 Italy License
  44. 44. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Automotive - PirelliFilm.com (Leo Burnett) Creative Commons Attribution 121 Noncommercial-Share Alike 2.5 Italy License
  45. 45. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Automotive – Pirelli - The Call – experience site Creative Commons Attribution 122 Noncommercial-Share Alike 2.5 Italy License
  46. 46. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Fashion - Prada Fragrance Creative Commons Attribution 123 Noncommercial-Share Alike 2.5 Italy License
  47. 47. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Fashion – Prada – Film di Ridley Scott Creative Commons Attribution 124 Noncommercial-Share Alike 2.5 Italy License
  48. 48. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Advertising – Armando Testa (TestaWeb) - Borotalco TV: uno YouTube italiano x concorsi, sfide sociali, viral marketing Creative Commons Attribution 125 Noncommercial-Share Alike 2.5 Italy License
  49. 49. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Exibart.tv – TV multicanale dell’arte, eventi e mostre Creative Commons Attribution 126 Noncommercial-Share Alike 2.5 Italy License
  50. 50. Web e mobile marketing Parte 2 – Brand experience, promotion e customer conversation Exibart.tv – TV multicanale dell’arte, eventi e mostre Creative Commons Attribution 127 Noncommercial-Share Alike 2.5 Italy License

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