3. Brand Persuasion vs Adhesion
Generated
contents
Websites
WEB 1.0
Websites
•Static
• Unidirectional
Blogs
WEB 2.0
Wikis
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Social
Networks
• Pervasive
• Bidirectional
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4. People talk and influence each other on the net
BRAND
BRAND
BRAND
BRAND
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5. • “The world is not going to change, the world
has already changed. It’s more trasparent, less
hierarchical, less pyramidal and thanks to web
2.0 is transforming the power of politics,
diplomacy and journalism”
(Advisor for Innovation of Hillary Clinton
Interview at Twiplomacy 2012)
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6. 1
1° thesis - Cluetrain Manifesto
Clueterain manifesto - Searls, Weinberger, Locke e Levin 2001
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7. 2
There are no secrets. The networked
market knows more than companies
do about their own products. And
whether the news is good or bad,
they tell everyone.
Clueterain manifesto - Searls, Weinberger, Locke e Levin 2001
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18. • Social media marketing (SMM) uses social
media portals to positively influence consumers
toward a website, company, brand, product,
service, or a person. Typically, the end goal of
social media marketing is a “conversion,” such
as the purchase of a product, subscription to a
newsletter, registration in an online community,
or some other desirable consumer action.
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