The document discusses how social media has changed society and marketing by turning environments into conversations. It notes how storytelling and building trust with audiences are important. The presentation covers topics like what stories to tell, how to write them, and putting ideas into action across different channels. It aims to show how everyone in a company or organization can help tell its brand story through social media.

1. Fabrizio Faraco Marketer
HRM Evolution, Vision| Knowledge | Action
HRM Evolution Vision| Knowledge | Action Milano, 19 Aprile 2013
Social Media
Quando gli ambienti
diventano
conversazioni
Fabrizio Faraco

2. Fabrizio Faraco MarketerFabrizio Faraco Marketer
Quando gli ambienti diventano conversazioni

3. Fabrizio Faraco Marketer
Clay Shirky “Here Comes Everybody” (2008)
HRM Evolution Vision| Knowledge | Action |Milano, 19 Aprile 2013
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4. Fabrizio Faraco Marketer
Cambia la società
HRM Evolution Vision| Knowledge | Action |Milano, 19 Aprile 2013
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5. Fabrizio Faraco Marketer
Cambia il paradigma
Milano, 19 Aprile 2013 HRM Evolution Vision| Knowledge | Action |
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6. Fabrizio Faraco Marketer
Come ci siamo arrivati
Milano, 19 Aprile 2013 HRM Evolution Vision| Knowledge | Action |
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7. Fabrizio Faraco Marketer
Cambia il marketing
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8. Fabrizio Faraco Marketer
Branding
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9. Fabrizio Faraco Marketer
Costruire la fiducia
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10. Fabrizio Faraco Marketer
Raccontare
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11. Fabrizio Faraco Marketer
Cosa raccontare
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12. Fabrizio Faraco Marketer
Come scrivere storie
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Argomenti e temi Canali
Frequenza Curation
Ciò di cui
parlano le
tue storie
Ciò che
Interessa
alla tua
audience
DOVE
DEVI
ESSERE

13. Fabrizio Faraco Marketer
I contenuti costano
Milano, 19 Aprile 2013 HRM Evolution Vision| Knowledge | Action |
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14. Fabrizio Faraco Marketer
Personale
“Il Brand è un insieme di percezioni nella mente dei consumatori” (Bates)
Vedi l’originale
HRM Evolution Vision| Knowledge | Action |Milano, 19 Aprile 2013
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15. Fabrizio Faraco Marketer
B2B
Ognuno nell’organizzazione è un cantastorie
IRIDIUM Corp
HRM Evolution Vision| Knowledge | Action |Milano, 19 Aprile 2013
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16. Fabrizio Faraco Marketer
B2C
Il mio cliente è un cantastorie
Hotel Cernia
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17. Fabrizio Faraco Marketer
Sociale
I danni dei
droni sui
bambini
Vedi l’animazione
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18. Fabrizio Faraco Marketer
In azione
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19. Fabrizio Faraco Marketer
Credits
 Foto
 Mario Busini, "Conversazione", 1932 in http://xoomer.virgilio.it/vascello/opinioni.htm
 Here comes everybody by RachelC in http://www.flickr.com/photos/rachelc/2345424632/
 Zoom Infrastructure by =czavelle in http://czavelle.deviantart.com/art/Zoom-Infrastructure-55314011
 Social media – brengt de toekomst meer? By Vanessa Uhlir in
http://vanessauhlir.wordpress.com/2011/10/23/social-media-brengt-de-toekomst-meer/
 E v e r y o n e ' s c o n n e c t e d b y U n l i s t e d S i g h t i n g s i n
http://www.flickr.com/photos/unlistedsightings/2051346389/
 Last Conversation Piece by cliff1066™ in http://www.flickr.com/photos/nostri-imago/2866399803/
 Forrester Research report in http://mashable.com/2013/03/21/70-percent-brand-recommendations-friends/
 Storytelling, Concord Library, by Local Studies NSW in
http://www.flickr.com/photos/local_studies_nsw/6518792855/
 Community by Nooku in http://www.flickr.com/photos/nooku/5170154324/
 The social economy by McKinsey Global Institute in
http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
 Glass creativity by LaurMG in Wikimedia Commons
http://commons.wikimedia.org/wiki/File:Glass_creativity_finalrevis.jpg
Milano, 19 Aprile 2013 HRM Evolution Vision| Knowledge | Action |
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20. Fabrizio Faraco Marketer
HRM Evolution Vision| Knowledge | Action |
Fabrizio Faraco
quest' opera (per le parti non coperte da copyright identificate dalla citazione della fonte) è distribuita con
licenza creative commons attribuzione 3.0 unported.
«People are a lot more interested in what they're
interested in, as opposed to what their physical
neighbors are doing.
The real kings of media will be local in a totally different
sense. They will be the narrators and arbiters of interest
for groups that actually have aligned interests»
(Seth Godin)
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