This document discusses using social networks strategically to promote tourism innovation in urban areas. It emphasizes that social innovation networks and communities of practice can speed up learning processes by facilitating open exchange of practices, experiences, tools and plans. It also addresses issues like personal branding on social media, terms and conditions, conflicts that have arisen in the sharing economy, and the importance of protecting personal data and understanding copyright issues and open access movements.

1. #Smartketing
Lesson IV
Strategic use of social networks
to promote and to innovate tourism
in the urban ecosystem
@vbazzarin
valentina.bazzarin@unibo.it

2. Innovation and creativity
- Innovation and creativity as drivers of personal
branding to access job opportunities;
- personal branding in social media;
- terms and conditions may apply;
- focus on students' project

3. Innovation

4. Social Innovation 1/2

5. Social Innovation 2/2
A key vehicle for speeding up these
processes is the establishment of learning
networks and communities of practice which
are open and participative, focus on
common learning objectives, facilitate
exchange of practice, experience, tools and
plans.
Source: http://ec.europa.
eu/enterprise/policies/innovation/policy/social-innovation/index_en.
htm

6. The high wire
Source: http://www.ted.com/talks/philippe_petit_the_journey_across_the_high_wire

7. HOW TO BE BETTER THAN FREE
The Internet is a super-distribution machine that
allows copies of digital media to flow in an almost
frictionless way. As the wealth and survival of
traditional media businesses are built on selling
precious copies, the free flow of free copies is
undermining the established order. If reproductions
of media are free, how can we keep on financing
films and how can we find value in the media we
create and sell? Consultant and former President of
the Tribeca Film Institute, Brian Newman, has some
answers.
https://www.youtube.com/watch?
v=elcc_sM1t7c&feature=youtu.be

8. Work, freedom and uncertainty
The early-bird routine is a strategy that Ms. Guidry, a Navy
veteran and former accountant, uses to mitigate the
uncertainty of working in what’s known as the sharing
economy.
Ms. Guidry, 35, earns money by using her own car to ferry
around strangers for Uber, Lyft and Sidecar, ride services
that let people summon drivers on demand via apps. She
also assembles furniture and tends gardens for clients who
find her on TaskRabbit, an online marketplace for chores.
Her goal is to earn at least $25 an hour, on average. Raising
three children with her longtime partner, Jeffrey Bradbury,
she depends on the income to help cover her family’s food
and rent.
Source: http://www.nytimes.com/2014/08/17/technology/in-the-
sharing-economy-workers-find-both-freedom-and-uncertainty.
html?_r=0

9. Conflicts in the sharing economy
But on October 22, tech-giant Uber got a taste of its
own disruptive medicine when drivers in at least five
cities who work on the ridesharing platform turned off
their apps and stopped picking up passengers, in
protest of what they say are unjust working
conditions and a dwindling share in the company’s
profits. Some drivers are calling this action the first
strike in the “sharing economy,” a sector known for
its aversion to labor organizing.
Source: http://inthesetimes.
com/working/entry/17279/the_sharing_economy_first
_strike_uber_drivers_turn_off_the_app

10. Freelance Union survey
Source: https://fu-web-storage-prod.s3.amazonaws.com/content/filer_public/c2/06/c2065a8a-7f00-46db-915a-
2122965df7d9/fu_freelancinginamericareport_v3-rgb.pdf

11. Personal branding
Source: http://smartlemming.com/blog/2009/11/personal-branding-is-not-career-management/

12. Linkedin

13. Terms and conditions

14. Code of EU Online Rights
Source: http://ec.europa.eu/digital-agenda/en/code-eu-online-rights

15. Protect your data
Who is an information broker?
An information broker (independent information professional,
information consultant, or data broker) collects information, often
about individual people. The data are then sold to companies
that use it to target advertising and marketing towards specific
groups, to verify a person's identity including for purposes of
fraud detection, and to sell to individuals and organizations so
they can research particular individuals. Critics, including
consumer protection organizations, say the industry is secretive
and unaccountable, and should be better regulated.
(Source: http://en.wikipedia.org/wiki/Information_broker)
Source: http://www.cbsnews.com/videos/how-to-defend-your-privacy-online/

16. Copyright and Diego’s story
Source: https://www.eff.org/deeplinks/2014/07/colombian-student-faces-
prison-charges-sharing-academic-article-online

17. Open Access Movement
Source: https://www.youtube.com/watch?v=RvsxnOg0bJY
https://archive.
org/stream/GuerillaOpenAccessManifesto/Goamjuly2008_djvu.txt

18. Thanks and please do not
hesitate to contact me for any
further information
valentina.bazzarin@unibo.it