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I social network nella consumer experience<br />1<br />Corso di<br />Regolazioni delle reti, privacy e tutela dell'opera m...
Dal web 1.0 al web 2.0<br /><ul><li>Anni ’90 - nascita ed evoluzione del World Wide Web
 2001 - momento di max successo della </li></ul>neweconomy – successivo crollo<br /><ul><li> Fallimento = fuga investimenti
 Poche società sopravvissute pongono le basi per una </li></ul>evoluzione del web <br />2<br />"I social network nella con...
Cos’è il web 2.0?<br /><ul><li>Evoluzione                      non più siti statici </li></ul>			    interazione tra utent...
Tecnologia e Applicazione<br /><ul><li>Linguaggio di scrittura HTML + linguaggio XML
Flusso di informazione (feed) attraverso il protocollo </li></ul>   RRS (ReallySimpleSyndacation)<br /><ul><li>Ajax (Async...
Il Consumatore Multicanale<br /><ul><li> Mezzi di comunicazione sempre più partecipativi
 Osservatorio sulla multicanalità – concetto di consumatore multicanale
 Si alza la fascia di età dell’utente internet (25-54 anni)
 Consumatore                     più attivo e più informato                </li></ul>Prosumer - colui che consuma e produc...
Il Consumatore Multicanale<br /><ul><li> Mezzi di comunicazione sempre più partecipativi
 Osservatorio sulla multicanalità – concetto di consumatore multicanale
 Si alza la fascia di età dell’utente internet (25-54 anni)
 Consumatore                     più attivo e più informato                </li></ul>Prosumer - colui che consuma e produc...
Social Network e nuove geometrie della comunicazione d'impresa<br /><ul><li> “Il business delle imprese è il business stes...
 Responsabilità sociale d'impresa (correttezza etica)
 Le Aziende realizzarono che i confini erano spariti e ne crearono altri
 La nuova era non si basa sull'evoluzione della tecnologia ma piuttosto </li></ul>   sull'ideologia che circonda il Web 2....
<ul><li> “In questa nuova era, il rapporto più prezioso per un brand non è quello </li></ul>    che si instaura tramite la...
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I Social Network Nella Consumer Experience

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I Social Network Nella Consumer Experience

  1. 1. I social network nella consumer experience<br />1<br />Corso di<br />Regolazioni delle reti, privacy e tutela dell'opera multimedialeA.A. 2009-2010<br />Prof. Stefano Rodotà<br />Prof. Guido Di Donato<br />Prof. M Milli<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  2. 2. Dal web 1.0 al web 2.0<br /><ul><li>Anni ’90 - nascita ed evoluzione del World Wide Web
  3. 3. 2001 - momento di max successo della </li></ul>neweconomy – successivo crollo<br /><ul><li> Fallimento = fuga investimenti
  4. 4. Poche società sopravvissute pongono le basi per una </li></ul>evoluzione del web <br />2<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  5. 5. Cos’è il web 2.0?<br /><ul><li>Evoluzione non più siti statici </li></ul> interazione tra utente e sito<br /><ul><li>Caratteristiche partecipazione/scambio/</li></ul> riproduzione tra gli utenti<br /><ul><li>Web come piattaforma multifunzionale</li></ul> interazione bidirezionale Da fruitori passivi a <br />co-attori/co-produttori<br />3<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  6. 6. Tecnologia e Applicazione<br /><ul><li>Linguaggio di scrittura HTML + linguaggio XML
  7. 7. Flusso di informazione (feed) attraverso il protocollo </li></ul> RRS (ReallySimpleSyndacation)<br /><ul><li>Ajax (Asynchoronous Javascript and Xml) – riduzione attesa tra i click</li></ul> Vantaggi = siti più leggeri/riduzione tempi d’attesa<br /><ul><li> API (ApplicationProgram Interface) rese semplici, gratuite, </li></ul> disponibili sul web<br />4<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  8. 8. Il Consumatore Multicanale<br /><ul><li> Mezzi di comunicazione sempre più partecipativi
  9. 9. Osservatorio sulla multicanalità – concetto di consumatore multicanale
  10. 10. Si alza la fascia di età dell’utente internet (25-54 anni)
  11. 11. Consumatore più attivo e più informato </li></ul>Prosumer - colui che consuma e produce<br />5<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  12. 12. Il Consumatore Multicanale<br /><ul><li> Mezzi di comunicazione sempre più partecipativi
  13. 13. Osservatorio sulla multicanalità – concetto di consumatore multicanale
  14. 14. Si alza la fascia di età dell’utente internet (25-54 anni)
  15. 15. Consumatore più attivo e più informato </li></ul>Prosumer - colui che consuma e produce<br />6<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  16. 16. Social Network e nuove geometrie della comunicazione d'impresa<br /><ul><li> “Il business delle imprese è il business stesso” Milton Friedman
  17. 17. Responsabilità sociale d'impresa (correttezza etica)
  18. 18. Le Aziende realizzarono che i confini erano spariti e ne crearono altri
  19. 19. La nuova era non si basa sull'evoluzione della tecnologia ma piuttosto </li></ul> sull'ideologia che circonda il Web 2.0<br />7<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  20. 20. <ul><li> “In questa nuova era, il rapporto più prezioso per un brand non è quello </li></ul> che si instaura tramite la pubblicità intesa in senso classico, bensì quello <br /> fondato sulla collaborazione con i clienti” JaffJarvis<br /><ul><li> Marketing 2.0</li></ul> (brand blog, i social media marketing, il buzz & viral marketing e le brand<br /> community)<br />Promuovere e mantenere il dialogo con l'utente<br />8<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  21. 21. Promuovere e mantenere il dialogo con l'utente<br /><ul><li> Il Mercato del Consumer 2.0 è
  22. 22. di nicchia
  23. 23. lungo
  24. 24. glocal
  25. 25. Il Consumer 2.0 è
  26. 26. opinion leader
  27. 27. aware (informato)
  28. 28. engaged (coinvolto)
  29. 29. multicanale</li></ul>9<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  30. 30. PartecipationAge: UGC e CCP<br /><ul><li> “La Creative Consumer Participation
  31. 31. È un utile strumento quando si ha come obiettivo la costruzione o il </li></ul> rafforzamento della relazione tra Cliente e Brand<br /><ul><li> Il suo ruolo non è vendere, se non indirettamente
  32. 32. Creare predisposizione per altro tipo di comunicazione e sollecitare il </li></ul> passaparola e le raccomandazioni personali<br /><ul><li> È l’inizio di un dialogo che continuerà nel tempo
  33. 33. È un’opportunità di dialogo per raccogliere quelli che sono i reali </li></ul> sentimenti dei consumatori verso il brand,<br />10<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  34. 34. LA FIDELIZZAZIONE<br /><ul><li> Obiettivi: </li></ul> 1. trovare il maggior numero di clienti possibile<br /> 2. conservare tale popolazione più a lungo possibile<br /><ul><li> Strategie: </li></ul> 1. targettizzazione<br /> 2. personalizzazione (offerta di un plus rispetto ai concorrenti) <br /><ul><li> La nuova frontiera: la partecipazione attiva
  35. 35. Caso Apple: la rilevanza dell’identità del brand</li></ul>11<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  36. 36. <ul><li> Il nuovo utente: il consumatore ATTIVO
  37. 37. Nuovi rapporti azienda/consumatore
  38. 38. Social Media Caso: “Amp Up BeforeYou Score” di Pepsi
  39. 39. Social Editing
  40. 40. Caso Kryptonite Usa</li></ul>COINVOLGERE L’UTENTE<br />12<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  41. 41. <ul><li> La parola al consumatore: BuzzMetrics di Nielsen Online
  42. 42. Dalle parole ai fatti: il social commerce</li></ul>SFRUTTARE I SOSTENITORI DEL BRAND/IMPRESA ON LINE<br />13<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  43. 43. <ul><li> Perché fare community?</li></ul> Newsletter: da www.comunicazione.uniroma1.it<br /> Forum di discussione: Yahoo! Answer<br /><ul><li> L’Io on line: l’avatar
  44. 44. Caso Nokia: </li></ul> l’importanza delle regole per la struttura della comunità<br />CREARE UNA COMMUNITY<br />14<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  45. 45. PUBBLICITA' INTERATTIVA CON L'UTENTE<br /><ul><li> Dal consumatore al “comsumattore” o prosumer
  46. 46. Parole chiave: inerconnessione, informazione, disintermediazione
  47. 47. Rapporto brand e consumatore: bidirezionale e personalizzato
  48. 48. Web Marketing 2.0 basato sulle 3P: piattaforma, promozione, </li></ul> partecipazione<br />15<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  49. 49. <ul><li> Web 2.0 e il consumatore multicanale
  50. 50. Il consumatore è più esigente ed informato al momento dell'acquisto</li></ul>L'ALTERNATIVA ALLA PUBBLICITA' TRADIZIONALE [1]<br />16<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  51. 51. <ul><li> Internet come canale privilegiato per la ricerca di informazioni...</li></ul> ...e come canale di promozione per le aziende<br /><ul><li> Dal 2008 sono aumentati gli investimenti pubblicitari nella pubblicità </li></ul> online (+ 17,3%)<br />L'ALTERNATIVA ALLA PUBBLICITA' TRADIZIONALE [2]<br />17<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  52. 52. <ul><li> Advertising on line: Marketing Esperienzale; Marketing Tribale e/o </li></ul> Relazionale; Marketing Virale<br /><ul><li> I Social Network: possibiltà di diventare canale promozionale per le </li></ul> imprese; profilare gli utenti; sfruttare il Behavioural Marketing<br />L'ALTERNATIVA ALLA PUBBLICITA' TRADIZIONALE [3]<br />18<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  53. 53. L'EFFETTO “PASSAPAROLA”<br /><ul><li> Nasce il Word ofmounthon line
  54. 54. Uso di blog, forum e SN come piazza per i commenti e i consigli da utente </li></ul> a tuente<br /><ul><li>Zuckemberg e il caso Facebook: l'utente diventa obiettivo pubblicitario
  55. 55. Uso dei SN e probelmatiche relative alla privacy
  56. 56. Importanza dell'on lineads per le piccole-medie imprese
  57. 57. Il BuzzMetrics</li></ul>19<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />
  58. 58. <ul><li> Il mercato cambia: dal Web 1.0 al Web 2.0
  59. 59. Evoluzione dell'utente da consumer a prosumer
  60. 60. Diverso atteggiamento tra consumatori e aziende
  61. 61. Opportunità e problemi nell'uso del Web 2.0</li></ul>CONCLUSIONI<br />20<br />"I social network nella consumer experience" di S.Cirioni, M.C. Costanza, F.Falvo, C.Gentile<br />

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