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Generazione2.0 made in Italy

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I primi italiani interamente cresciuti nel Web 2.0, al di là di ogni preconcetto, ipocrisia, idiozia.
I primi italiani capaci di vivere con S.T.I.L.E.

L'intervento di Federico Capeci al Social Business Forum 2013.

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Generazione2.0 made in Italy

  1. 1. Strictly confidential - All rights reservedFollow us on:Generazione 2.0 Made in ItalyFederico Capeci, AD Duepuntozero DOXASocial Business Forum,12 giugno 2013
  2. 2. Strictly confidential - All rights reserved2
  3. 3. Strictly confidential - All rights reservedThank you Don! but…3
  4. 4. Strictly confidential - All rights reservedLa ricerca¤  Ricerca condotta ogni sei mesi dal 2009 sull’Universo Web Italiano.¤  Ogni wave semestrale si basa su campioni di 1.500 casi (3.000 intervistel’anno) estratti in modo casuale dal panel web di Duepuntozero DOXA,secondo quote rappresentative dell’utenza internet italiana per fasciadi età, sesso, area geografica, istruzione, utilizzo internet.4
  5. 5. Strictly confidential - All rights reserved2004 20082000 20125Generazione2.0 Made in Italy
  6. 6. Strictly confidential - All rights reservedGenerazione2.0, oggi i 18-30enni6NetGeneration1977 1997 1994 1982
  7. 7. Strictly confidential - All rights reservedL’Italia non è un paese per giovani717% 47% 14% 16% 69% 37% anno  2012 anno  2042 Trend  della  penetrazione  della  Gen2.0 più  adulti Generazione2.0 più  giovani 14% 15% 15% 16% 17% 20% 20% 21% 23% 0% 5% 10% 15% 20% 25% 30% Incidenza  %  della  Gen  2.0  nei  Paesi  Europei Fonte:  Elaborazione  dati  Eurostat Fonte:  Elaborazione  dati  ISTAT
  8. 8. Strictly confidential - All rights reserved8superficialidistratti irrispettosiannoiatisenzamordentesvogliati senza valori
  9. 9. Strictly confidential - All rights reserved9
  10. 10. Strictly confidential - All rights reserved10Generazione2.0made in ItalyQuesta è proprio la storia chevogliamo raccontare noi…
  11. 11. Strictly confidential - All rights reserved11Realtà virtuale e virtuale reale
  12. 12. Strictly confidential - All rights reserved12Il web e la sua generazione33%iscritti aBrand Community57%Iscritti a Forum95%iscritti a Social Network25%Blogger¤  Accedono tutti i gg: 74%,¤  Postano 1v gg: 47%¤  Più da cellulare che PC: 17%¤  Postano loro stessi spesso: 14%¤  Con proprio nome: 21%, di fantasia:25%¤  Frequentano ogni giorno: 7%¤  Circa una volta a settimana: 32%¤  Aggiornano contenuti alm. 1v settimana: 16%¤  Seguono 1 o più blogger con continuità: 41%base:  Generazione2.0  utenti  internet
  13. 13. Strictly confidential - All rights reserved13Intrattenimento, socialità, acquisti, cultura
  14. 14. Strictly confidential - All rights reserved14Crescere in questo contesto– che ne sia causa oconseguenza –ha mutatoi parametri del loropensiero individuale edel loro agire socialeThe Big Change
  15. 15. Strictly confidential - All rights reserved15- = +“less” generation
  16. 16. Strictly confidential - All rights reserved16“less” generationSenza limitidi tempoSenza limitidi spazioSenza limiti dicomunicazioneSenza limitisocialiSenza on-offSenza limitidi quantitàSenzaprivacy
  17. 17. Strictly confidential - All rights reserved17Lo S.T.I.L.E. 2.0Gen2.0TtrasparenzaIimmediatezzaLlibertàEesperienzaSsocialità
  18. 18. Strictly confidential - All rights reserved18S- socialitàcondivisionecollaborazionenetworking
  19. 19. Strictly confidential - All rights reserved19T- trasparenzadialogovalutazionelealtà#generazione20
  20. 20. Strictly confidential - All rights reserved20I- immediatezzareattivitàcaducitàhic et nunc
  21. 21. Strictly confidential - All rights reserved21L- libertàaccessibilitàvarietàevasione
  22. 22. Strictly confidential - All rights reserved22E- esperienzaintrattenimentopersonalizzazioneimmersione
  23. 23. Strictly confidential - All rights reserved23Lo S.T.I.L.E. chiesto ai brandDialogo, CSR, evarietà digamma!
  24. 24. Strictly confidential - All rights reserved24Qual è il vostro S.T.I.L.E.?
  25. 25. Strictly confidential - All rights reserved25Quindi…Non esortateli ad uscire di casa se livedete da un’ora in Facebook.Non sorprendetevi se giudicano unservizio in modo fin troppo severo.Non chiedete loro di attendere incoda senza lamentarsi.Non offendetevi se non rispettano ilruolo.Non osservateli con disprezzo segiocano con il cellulare.S TLIE
  26. 26. Strictly confidential - All rights reserved“Quel che vedi dipende dal tuo punto di vista.Per riuscire a vedere il tuo punto di vista, devicambiare punto di vista.”Marianella Sclavi
  27. 27. Strictly confidential - All rights reservedAscoltare la Generazione2.0È il primo passo per colmare ilgap generazionale e aprire leopportunità che nascono darapporti intergenerazionali
  28. 28. Strictly confidential - All rights reservedsolidarietà intergenerazionale
  29. 29. Strictly confidential - All rights reservedCambiamo S.T.I.L.E.!per capire, valorizzare,supportare, interagire conla Generazione 2.0!
  30. 30. Strictly confidential - All rights reserved30Grazie dell’attenzione!@federicocapeci

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