The document discusses the benefits of a Web Community developed by Altran for their customers. It allows for social networking, networking, and promotional channels. Key features include sharing content, messaging other members, web meetings, and accessing a document repository. The community aims to improve digital marketing strategies by allowing brand and product monitoring, knowledge management across devices, and generating self-content from consumers to gain insights into their interests and needs.

1. Web Community
Riccardo De Maestri

2. Web 2.0
International Benchmarking
Web 2.0 identify the web applications that
facilitate participatory information
sharing, interoperability and collaboration.
A Web 2.0 site allows users to interact and
Focus on
collaborate with each other in a social
 Software applications in SaaS
media dialogue as creators of user-
(Software as a Service) to have no
generated content in a virtual
impact on the customer IT system.
community, in contrast to websites where
 Integration with the most
users (consumers) are limited to the
important social network
passive viewing of content that was
(LinkedIn, Facebook, Twitter).
created for them
 The community is multi-browser
oriented and can be used by
different mobile devices
(Android, Blackberry, iPad, ..).
The social network allows to improve the  Help Desk dedicated to support
Digital Marketing strategy to reach a the final customers.
greater number of customers.  Mass mailing support to improve
Altran offers his experience in community penetration and retention of users.
development to his customers.
Expert Opinion Visibility and influence
2

3. Main functionalities of Altran community
The Web Community developed by Altran is an important tool to improve the
digital marketing strategy.
SOCIAL NETWORK: through
your personal page you can
share documents, images, links and multimedia
content. You can also contact other members by
sending messages and using a virtual bulletin
board.
NETWORKING: community
members may engage in Web Meeting or Video
Conference well as use text Chat always on-
line.
PROMOTIONAL CHANNEL: a dedicated
channel to contact the company and
consult about the latest activities.
REPOSITORY: document archives and
multimedia with on-line comments and the
possibility of rating the entire community.
3

4. Social network benefits
Reputation Management : The feedback system (for example on eBay) asks each user to post
his opinion (positive or negative) on the person with whom he transacted. The most important effect
is that the users will be more honest.
Brand & Product Monitoring: is an activity that allows you to measure the online reputation of
a company and of his services:
• To obtain information on the Internet to the entire population, not limited only to a representative
B2C
sample. The results obtained are not the result of interviews, but the discussions that occur
naturally among people.
• Check out how the brand is actually perceived by users by analyzing how the brand
image differs from the brand identity.
• To identify emerging trends and possible areas of improvement of products and services offered.
It has the ability to understand and interpret the real needs of its customers.
• Allows you to act in a timely manner in the case that the net will begin to spread negative
information.
Knowledge Self-generated
Management, The centralization contents (eg.
of information in a Company usable Personal Page)
B2B
by different devices including Exchange of
mobile is still of paramount Collection of the information (
importance but if the generation of interests and a eg.
content and employee skills is greater sensitivity to Chat, Video
shifted to the consumers of the content (eg. “I Chat, Comm
information you will get. like”) ent on-line) 4