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• La community “My Aprilia” accoglie le opinioni
  ed esperienze di appassionati dilettanti e
  professionisti legati al marchio motociclistico
  veneto.
• Per interagire i bloggers utilizzano altri canali
  quali: facebook, youtube e twitter.
• La tipologia di comunicazione utilizzata è tecnico-specifica:
   – Prestazioni
   – Ciclistica
   – Circuiti testati
   – Design




• I partecipanti alla community offrono contenuti
multimediali (foto della propria moto, video di gare e
raduni)
• La community “Carrera Friends” è composto
  da gruppi sportivi provenienti da varie parti
  d’Italia sponsorizzati dal marchio Carrera.

• Gli strumenti di interazione utilizzati sono
  facebook e myspace
• La tipologia di interazione è incentrata sulle
  passioni dei bloggers utilizzando un linguaggio
  informale.
• I partecipanti possono pubblicare:
  – Mappe di itinerari
  – Foto e video relativi a gare
  – Risultati personali relativi
    al tempo e ai km percorsi
L’azienda Aprilia pur offrendo più canali di
comunicazione ha una minore interazione con la
community rispetta all’azienda Carrera, la quale
fa ricorso a campagne di fidelizzazione come ad
esempio:
• Organizzazione di eventi e gare per appassionati
• Registrazione della propria bicicletta

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Il mondo delle due ruote

  • 1.
  • 2. • La community “My Aprilia” accoglie le opinioni ed esperienze di appassionati dilettanti e professionisti legati al marchio motociclistico veneto. • Per interagire i bloggers utilizzano altri canali quali: facebook, youtube e twitter.
  • 3. • La tipologia di comunicazione utilizzata è tecnico-specifica: – Prestazioni – Ciclistica – Circuiti testati – Design • I partecipanti alla community offrono contenuti multimediali (foto della propria moto, video di gare e raduni)
  • 4. • La community “Carrera Friends” è composto da gruppi sportivi provenienti da varie parti d’Italia sponsorizzati dal marchio Carrera. • Gli strumenti di interazione utilizzati sono facebook e myspace
  • 5. • La tipologia di interazione è incentrata sulle passioni dei bloggers utilizzando un linguaggio informale. • I partecipanti possono pubblicare: – Mappe di itinerari – Foto e video relativi a gare – Risultati personali relativi al tempo e ai km percorsi
  • 6. L’azienda Aprilia pur offrendo più canali di comunicazione ha una minore interazione con la community rispetta all’azienda Carrera, la quale fa ricorso a campagne di fidelizzazione come ad esempio: • Organizzazione di eventi e gare per appassionati • Registrazione della propria bicicletta