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The new marketing and the  Social Web an analysis of the brand Dell Cristina Dresch
GENERAL OBJECTIVE ANALYSE, UNDER THE NEW MARKETING THEORY, THE PRESENCE OF THE BRAND DELL IN THE SOCIAL WEB
SPECIFIC OBJECTIVES IDENTIFY AND DESCRIBE THE MAIN TOOLS USED BY THE BRAND IN ORDER TO ENGAGE WITH ITS CUSTOMERS
METHODOLOGY investigate a contemporary phenomena in a real life situation.  case study . intensive analysis in an unique r...
The communication REVOLUTION
1800 1920 1900 1930 RADIO NEWSPAPER TELEVISION FACE-TO-FACE
WEB
WEB 1.0  SPECTATORS powerless users minimal interaction  ONLY AN INFORMATION RESOURCE WEB 2.0 INTERACTION  CONTROL  conten...
Social Web  "Social Web is defined as people interlinked and interacting with engaging content in a conversational an...
INTERACTION IMMEDIATE INTERCONECTION INCLUSIVE INFINITIVE
TOOLS o f the  Web Social
PRODUCTS, SERVICES, WEBSITES RANKING INFORMATION AGGREGATOR
ONLINE DIARIES WHERE PEOPLE CAN SHARE THEIR IDEAS IN A SIMPLE AND QUICK WAY BLOG
COMMUNITIES a place where members interact amongst themselves, where there is a specific reason to keep a dialogue
s ocial networks place where people get together to share ideas and interact with one another, all social networks are for...
? TRADITIONAL marketing NEW marketing
NEW marketing T RADITIONAL marketing PRODUCT DRIVEN RELATIONSHIP DRIVEN
NEW MARKETING ONLINE BRANDING  WHUFFIE
NEW marketing SEGMENTATION INTERACTIVE COMMUNICATION CONTENT CREATED BY CUSTOMERS WORD-OF-MOUTH
DELL ANALYSIS
IT WAS FOUNDED IN 1984 BY MICHAEL DELL. In 1985 the company built its first computer with its own design YOUNG  COMPANY WE...
OBJECTS OF ANALYSIS IDEASTORM TWITTER FACEBOOK
IDEASTORM FORMED BY EXPERT CUSTOMERS, ABLE AND WILLING TO SHARE THEIR IDEAS WHICH ARE DRIVEN BY THE INTERACTIVE COMMUNICAT...
TWITTER b uy on impulse s peed with efficiency  u sers create content indirectly (RTs) THE USER IS MOTIVATED BY THE PRODUC...
USERS WHO REALLY IDENTIFY WITH THE BRAND, SOCIAL TIES,  DIRECT INTERACTION THROUGH WALL POSTS FACEBOOK u ser is motivated ...
CONCLUSION 3  Twitter 2   Ideastorm 1   Facebook RELATIONSHIP LEVEL BETWEEN THE CUSTOMERS AND THE BRAND
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The new marketing and the social web – An analysis of the brand Dell

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Digital Communication BA Thesis: The new marketing and the social web – An analysis of the brand Dell

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The new marketing and the social web – An analysis of the brand Dell

  1. 1. The new marketing and the Social Web an analysis of the brand Dell Cristina Dresch
  2. 2. GENERAL OBJECTIVE ANALYSE, UNDER THE NEW MARKETING THEORY, THE PRESENCE OF THE BRAND DELL IN THE SOCIAL WEB
  3. 3. SPECIFIC OBJECTIVES IDENTIFY AND DESCRIBE THE MAIN TOOLS USED BY THE BRAND IN ORDER TO ENGAGE WITH ITS CUSTOMERS
  4. 4. METHODOLOGY investigate a contemporary phenomena in a real life situation. case study . intensive analysis in an unique real organization gathering several and detailed information in order to apprehend information totality.
  5. 5. The communication REVOLUTION
  6. 6. 1800 1920 1900 1930 RADIO NEWSPAPER TELEVISION FACE-TO-FACE
  7. 7. WEB
  8. 8. WEB 1.0 SPECTATORS powerless users minimal interaction ONLY AN INFORMATION RESOURCE WEB 2.0 INTERACTION CONTROL content USER INFORMATION CONVERSATION SHARE
  9. 9. Social Web "Social Web is defined as people interlinked and interacting with engaging content in a conversational and participatory manner via the Internet." Shaun Connolly (2008)
  10. 10. INTERACTION IMMEDIATE INTERCONECTION INCLUSIVE INFINITIVE
  11. 11. TOOLS o f the Web Social
  12. 12. PRODUCTS, SERVICES, WEBSITES RANKING INFORMATION AGGREGATOR
  13. 13. ONLINE DIARIES WHERE PEOPLE CAN SHARE THEIR IDEAS IN A SIMPLE AND QUICK WAY BLOG
  14. 14. COMMUNITIES a place where members interact amongst themselves, where there is a specific reason to keep a dialogue
  15. 15. s ocial networks place where people get together to share ideas and interact with one another, all social networks are formed by specific ties which can be defined by several different aspects
  16. 16. ? TRADITIONAL marketing NEW marketing
  17. 17. NEW marketing T RADITIONAL marketing PRODUCT DRIVEN RELATIONSHIP DRIVEN
  18. 18. NEW MARKETING ONLINE BRANDING WHUFFIE
  19. 19. NEW marketing SEGMENTATION INTERACTIVE COMMUNICATION CONTENT CREATED BY CUSTOMERS WORD-OF-MOUTH
  20. 20. DELL ANALYSIS
  21. 21. IT WAS FOUNDED IN 1984 BY MICHAEL DELL. In 1985 the company built its first computer with its own design YOUNG COMPANY WEB SOCIAL PRESENCE USES THE TOOLS
  22. 22. OBJECTS OF ANALYSIS IDEASTORM TWITTER FACEBOOK
  23. 23. IDEASTORM FORMED BY EXPERT CUSTOMERS, ABLE AND WILLING TO SHARE THEIR IDEAS WHICH ARE DRIVEN BY THE INTERACTIVE COMMUNICATION AMONGST THE COMMUNITY MEMBERS the user is motivated by their own ideas in relation to the brand's products
  24. 24. TWITTER b uy on impulse s peed with efficiency u sers create content indirectly (RTs) THE USER IS MOTIVATED BY THE PRODUCTS, PROMOTIONS AND SALES ANNOUNCED BY THE BRAND
  25. 25. USERS WHO REALLY IDENTIFY WITH THE BRAND, SOCIAL TIES, DIRECT INTERACTION THROUGH WALL POSTS FACEBOOK u ser is motivated by the brand
  26. 26. CONCLUSION 3 Twitter 2 Ideastorm 1 Facebook RELATIONSHIP LEVEL BETWEEN THE CUSTOMERS AND THE BRAND

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