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Comunicare è Facile, Farsi capire è un'impresa

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Il mio intervento al Convegno di Napoli sulla Comunicazione organizzato da Let Me Do, Novembre 2009

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Comunicare è Facile, Farsi capire è un'impresa

  1. 1. Comunicare è un’impresa collaborativa
  2. 11. TRUST MARCHE AGENZIE CLIENTI
  3. 12. <ul><li>RIFONDARE </li></ul><ul><li>LA RELAZIONE COMUNICATIVA TRA LA MARCA ED I SUOI PUBBLICI ATTRAVERSO PROCESSI FIDUCIARI </li></ul>
  4. 14. Fonte: David Armano
  5. 15. CREARE ESPERIENZE DI MARCA OGGI NON SIGNIFICA SOLO SPETTACOLARIZZARE
  6. 16. <ul><li>Brand engagement is the interactive process of moving the customer forward, to a stronger sense of self, and to a higher plane of being and doing. </li></ul><ul><li>It’s a brand choice between using customers and elevating them </li></ul>Fonte: Brian Phipps
  7. 17. Il Brand è un Abilitatore
  8. 18. Il Brand quale abilitatore Crea o sponsorizza un evento esperienziale o produce, aggrega, seleziona contenuti e servizi rivolti ai suoi differenti pubblici Fornisce gli strumenti per la creazione di un evento esperienziale o per la produzione di contenuti e servizi generati dai suoi pubblici Crea le condizioni o gli stimoli per la creazione di un evento esperienziale o per la produzione di contenuti e servizi generati dai suoi pubblici E’ l’intermediario che Consente le dinamiche aggregative con il leverage della creazione dei contenuti e dei servizi prodotti dai suoi pubblici Fonte: Maurizio Goetz Il contenuto come elemento centrale Il contenuto quale elemento di socializzazione e aggregazione La branded utility come elemento di creazione di valore
  9. 19. Il punto di vista del brand
  10. 20. Ma è l’utente che sceglie
  11. 21. <ul><li>RISTABILIRE </li></ul><ul><li>UNA RELAZIONE FIDUCIARIA TRA IL COMUNICATORE (Agenzia) ED I SUOI CLIENTi (LE MARCHE), ATTRAVERSO IL TRASFERIMENTO </li></ul><ul><li>DI VALORE </li></ul>
  12. 23. NON TEMERE IL CROWDSOURCING
  13. 24. UNA COMUNICAZIONE COLLABORATIVA NECESSITA’ SEMPRE DI PROFESSIONISTI
  14. 25. Il comunicatore è un costruttore di ponti, aiuta le marche a (RI)trovare la loro identità autentica e a creare punti di connessione con i suoi differenti pubblici, sperimentando nuove forme espressive e nuove tecnologie abilitanti per la comunicazione

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