Web Communication and Social Media

Web Communication &
Social Media
Gianpaolo D’Amico

IED - Firenze, Italy
copyright by Gianpaolo D’Amico - All Rights Reserved
Monday, October 24, 2011

Who am I

computer science engineer

creative director

researcher

music addicted


You can ﬁnd me here
damico@dsi.uniﬁ.it

http://twitter.com/gianpaolodamico

http://www.linkedin.com/in/gianpaolodamico

http://www.slideshare.net/gdamico


http://licorize.com/projects/gianpaolodamico/ied-webcommunication


Introduction to the
Digital Communication


A brief history of the Internet

http://en.wikipedia.org/wiki/World_Wide_Web


The principles of user
experience design

http://en.wikipedia.org/wiki/User_experience


UX Elements

http://semanticstudios.com/publications/semantics/000029.php

http://www.montparnas.com/articles/what-is-user-experience-design/

Interfaces and new devices to
display information

http://www.ﬂickr.com/photos/sterlingely/25604988/

User Interfaces

http://en.wikipedia.org/wiki/User_interface


http://www.ﬂickr.com/photos/kevinclark/9791677/

http://www.freakingnews.com/pictures/78500/Windows-7-for-iPad--78862.jpg

http://www.ﬂickr.com/photos/canol/3953949551/

http://www.ﬂickr.com/photos/bibliothekeneemland/5394931053/

http://www.ﬂickr.com/photos/nclairembault/2178572558/

Web 2.0


Web 2.0

http://en.wikipedia.org/wiki/Web_2.0


Web 1.0 vs Web 2.0

http://www.bitmama.it/articles/14-Cos-Web-2-0

Main points

• web as a platform
• collective intelligence
• the blog phenomenon
• always in beta
• rich user experience


Blog: personal e corporate

http://www.ﬂickr.com/photos/s4xton/238978944/

platforms and blogging
services


http://wordpress.com/

http://www.ﬂickr.com/photos/spazticus/2769034548/

http://www.blogger.com

http://www.wonderbranding.com/wp-content/uploads/2009/05/blogger.jpg

http://www.tumblr.com

http://www.ﬂickr.com/photos/annieee/3740909218/

http://posterous.com

http://images.businessweek.com/ss/10/04/0419_best_young_tech_entrepreneurs/3.htm

Practise with Wordpress
• registration on wordpress.com
• settings
• general
• discussion
• appearance -> themes
• theme selection
• theme options
• widgets
• content management with post & pages

Guidelines 1
• write well, regularly, be precise and accurate
• don’t make grammatical errors
• always expand acronyms
• only write about topics you know very deeply, in order to
propose yourself as an expert, so that your blog will be
quoted by other blogs or sites
• avoid redundant and unnecessary information sentences
• comment and enter information in other blogs which deal
with similar topics, don’t sell your blog, but join in the
discussion by providing an added value


Guidelines 2
• use a blog layout clean and easy to navigate, with
distinct sections
• deﬁne a set of keywords related to the topic of
the post, which will be incorporated as part of the
text of the article and in the title
• write clear and effective titles
• align text to the left
• highlight concepts and words only with the bold
• citation reports only with italic

Guidelines 3
• use chunking to create short paragraphs
• use bulleted lists, when you need to present
information in a precise order
• insert multimedia content, especially images and
videos
• add many links to outside sources for other
bloggers regardless of their popularity


case history
#1


The implications of communication:
Mass Media vs New Media.

http://www.ﬂickr.com/photos/theordinary/3519904172/

What relationship between the world of broadcast
media (TV, radio, press, cinema, etc..) and the new
media and especially social media (blogs, social
networks, etc.)?
What kind of communication is established and how
the message affects the channel?


Shannon-Weaver’s
Mathematical Model

http://it.wikipedia.org/wiki/File:Shannon-weaver.jpg

Mass Media


Key features

Communication mode from one to many

Vertical structure of the model: top-down

Channel one-way

Low level of interaction

http://www.ﬂickr.com/photos/sarahreido/3245498261/

New Media = Social Media?


Key features

• Many to many
communication mode

• Structure of the network
model: top-down

• bidirectional channel

• High level of interaction

http://ﬁlsalustri.ﬁles.wordpress.com/2009/10/social-media-word-cloud.jpg

new paradigm of communication
=> new way about how the
brand relates with people


http://www.marketingprofs.com/charts/2011/4643/small-business-marketing-social-search-fastest-growing-channels


http://mashable.com/2011/03/17/modern-media-agency/

Digital PR: a revolution in PR in 2.0
form communication to conversation

http://www.ﬂickr.com/photos/rachelvn/3652498755/

Internet PR

The online public relations are intended to bring out
its own brand in the immense panorama of the Web
and transmit a correct image all through the
platforms which target users (fans) are


Internet PR
• people are social animals and have a natural need to relate to
each other => share
• via the Internet, you can share emotions, thoughts, knowledge and
general information of all types
• the strength and success of a company will no longer be based on
the product but on the idea which is associated with
• the strength of the idea of the product is the argument that
through socialization and public relations produces consensus and
reputation
• making social networking for a company means to make sure,
through conversation and social relations, that other people speak
well about itself

The prosumer
• the Internet PR have created the new role of the
consumer/user as a player and actor of this new
communication => prosumer

• he/her forces the transition from a logic of the
transaction to the relationship

• he/she is a leader => inﬂuencer

Communication models
Traditional
Who (says) What (to) Whom (in) What Channel (with) What Effect
http://en.wikipedia.org/wiki/Harold_Lasswell

Internet PR (PR 2.0)
Who - Says what - In which channel - To whom - To what effect -
Then who - Hears what - Who shares what - With what intent - To
what effect
http://www.deirdrebreakenridge.com/


Traditional vs Internet PR
Traditional PR Internet PR

• One-way communication • 2-ways communication

• Lobbying • Forums/Communities

• Traditional media channels • Blogs

• Traditional advertising • Social networking sites

• Not public • Participation

• Not only for mainstream audience

• public and clear

case history
#6


Kriptonite
• company specialized in the construction of mechanical
anti-theft locks which opened semplicemnete "tinkering"
two minutes with a Bic pen
• the vulnerability was revealed in September 2004 from
various blogs, including Engadget, and bounced in and out
of the blogosphere to come up on the pages of
mainstream media
• at the time, kryptonite was ﬁrst silent, then denied, then
admitted the problem with severe economic damage to
both image
• Donna M. Tocci, kryptonite pr manager admits: "It
'correct to say that if we had a blog in September 2004,
it would help". She adds: "Today we look at the
blogosphere a lot more closely". Better late than never.

http://www.youtube.com/watch?v=_2vLtpVPqhI

Word-of-Mouth
• The Word-of-Mouth is a term that refers to the act by which
consumers receive information from other consumers, the WOMMA
association defines it as the art and science to build mutually,
beneficial consumer-to-consumer and consumer-to-marketer
• Word-of-Mouth can be defined as:
• the consumer voice
• a natural behavior
• consumers tlak about products, brands and services of which they
have experience

• offline your range of influence is limited by the circle of your friends,
while online it can be much broader


Techniques to
create WOM
Seeding
Recruitment of a network of people willing to
publish (even paid) content

Infiltration
Identification of blogs, forums, communities in
which to act pretending to be a user to publish
content and promotions

Product sampling
Identification of blogs, forums, communities
that send the product

Buzz agencies
Companies profiled database of people with
specialist interest

http://www.flickr.com/photos/mkmabus/3312029613/

WOM spontaneous
by content

Listen to what they say about you and your
products on all web platforms

Tell the products and the company in a
new and original way

Publish on the Internet on a frequent and
regular

Go to blogs, forums and social networks to
create an open or active participation

Use the tools for Internet sharing
(YouTube, Flickr, etc. ....)

Be transparent, timely, open, non-polemical

http://www.ﬂickr.com/photos/leeannl/3279816851/

User generated content:YouTube, Flickr

http://www.ﬂickr.com/photos/darrellberry/2580084919/

Flickr


Flickr

• Flickr is a web platform that allows you to
share and edit photos with everyone who
has access to the Internet
• It was created in 2002 by Lucicorp
• It is owned by Yahoo from 2005


Flickr as a
digital communication channel

• brands have to use to open a new channel of
communication and relationship with people

• it is not the place to sell products (prohibited)

• it is a place where you can create a multisensory
experience with people, adding:
1. advances on products/services
2. promote activities and/or events
3. tell the inside story of the company


What you can do with Flickr

• create sets of photographs, in order to propose
stimulating and focused thematic routes
• insert tags, titles and descriptions in the photographs, so
they can be easier to ﬁnd
• enter the geolocation of photos
• interact with users commenting on
• create and be part of focus groups of users
• publish content on a regular basis
• involve users in the publication of photographs

case history
#2


Examples

• http://www.flickr.com/photos/fiat
• http://www.flickr.com/photos/voiello
• http://www.flickr.com/photos/
costumenational/
• http://www.flickr.com/groups/
79349825@N00/


Social network: Facebook, Linkedin, MySpace

http://www.ﬂickr.com/photos/sarasimmons/2570222515/

case history
#3


http://www.myspace.com/arcticmonkeys


http://www.myspace.com/lilymusic


http://www.myspace.com/panicatthedisco


http://www.ﬂickr.com/photos/sarasimmons/2570222515/

What is Facebook
• Facebook is a free social network where users can create
proﬁles with pictures, videos, information and personal
preferences and interact creating connections called
friendship

• Founded in February 2004 by Mark Zuckerberg, Eduardo
Saverin, Dustin Moskovitz and Chris Hughes

• Facebook in January 2011 contains more than 600 million
active users and is priced at $ 50 billion

• It is the second most visited site in the world, after Google

http://it.wikipedia.org/wiki/Facebook

Personal profiles

• they are designed to enable permanent connections (friendship)
with other profiles
• allow you to post messages, pictures, videos, etc..
• profiles can be enriched with various types of personal information
(interests, personal data, etc..)
• privacy: You can define different levels of data privacy
• communication:
• the news feed containing the messages of their friends, of
pages, groups and applications
• the wall is the space of your messages
• private posts are made directly between two profiles


Pages
• are created for brands, institutions, schools, businesses, etc..
who want to create a space for communication with their
fans or customers
• allow you to communicate with users that trigger like
• are created and maintained by the ofﬁcial representatives
(admin)
• privacy: all data are public
• audience: anyone can turn on an unlimited number of likes
• communication:
• admins post messages into the news feeds that appear in
the page of proﬁles that are activated like
• admins can create custom tabs
• admins can see the insight of users in the page

Basic Guidelines for Facebook page

• Do not use press releases
• Write for the people / fans
• Respond to comments
• Regularize the post publishing plan
• Write for ﬁrst


Groups

• are closed groups that allow members to share messages
• can be created by anyone
• privacy: groups can be set sealed
• audience: members must be approved by other
members
• There is a limit to the number of members (5000)
• communication:
• an email notiﬁcation is sent whenever you create a
new message in the group, unless you change the
settings of the individual user


Mashable

http://www.altfg.com/Stars/p/psycho-janet-leigh.jpg http://www.thehunkies.com/wp-content/uploads/pete-cashmore-1.jpg

5 tips from the team of Mashable

1. present and emphasize your fans
2. always use both sense of humor
3. give your fans something to consume
4. develop questions
5. bring your fans behind the scenes of your activities

Facebook can be a difﬁcult medium for businesses to crack, since
it’s one of the more personal social platforms out there

http://mashable.com/2011/05/24/facebook-tips/

10 strategies to be liked
1. never stop listening
2. inﬂuence EdgeRank Facebook
3. involve more fans
4. respond quickly to negative comments
5. respond quickly to positive
6. be authentic and transparent
7. providing value (free)
8. share and inspire stories
9. make clear the real feelings
10.do not sell
http://mashable.com/2011/05/10/facebook-marketing-strategies/

http://www.geekhowtos.com/wp-content/uploads/2011/08/Facebook-Edgerank-1.jpg

case history
#4


Twitter Counter
Vin Diesel

Johnson’s Baby Canada

Mello Yello

what’s next?


Real time web: Twitter, Friendfeed

http://www.ﬂickr.com/photos/satanoid/4966914058/

http://www.youtube.com/watch?v=4AN4_N5N52U

What is twitter?

• Twitter is a free social networking and microblogging service
that provides users with a personal page updated via text
messages with a maximum length of 140 characters

• Updates can be made via the website, SMS, instant
messaging, e-mail or by various third party applications

• Twitter was created in March 2006 by Obvious Corporation
in San Francisco

http://it.wikipedia.org/wiki/Twitter

Key features

• following: twitter profiles that our profile follows
• followers: twitter profiles who follow our profile
• privacy: a private profile can be defined
• hashtag: keywords for categorizing tweets in
order to allow people to follow conversations in
which the tag has been inserted


Methods for a sucessful tweet
• link - 98% included links for deeper engagement
• hashtag - 72% used hashtags to brand the conversation
• real-time - 70% featured new, up-to-the-minute content
• call to action - 40% used direct calls to action ("click
here")
• exclamatory - 40% were exclamatory in tone (used "!")
• new product - 38% announced the launch of a new product
• ask a question - 24% asked a question
• game-related - 22% related to a game or contest

http://johnbell.typepad.com/weblog/2011/05/7-qualities-of-effective-tweets.html

Hashtags
• words preceded by the symbol
# which help to improve
classiﬁcation of a tweet
• they were introduced by
people
• have the same semantic goals
of tags in Flickr,YouTube, etc.

http://3.bp.blogspot.com/_LqWfOFsRox0/TO2AKguRqAI/AAAAAAAABgc/Qt8lRxxYK_U/s1600/hashtag%2Bmm.png
http://www.altfg.com/Stars/p/psycho-janet-leigh.jpg

Methods to use hashtags
• create hashtag understandable and synthetic:
• example: #sxsw, #hc09, #nowplaying
• verify if it exists by Twitter search
• register hashtag on WhatTheTrend
• everytime you write something on that topic just
insert the hashtag in the tweet
• create the hashtag and mention it as soon as possible
• promote the hashtag in other social networks


case history
#5


http://www.thehashtagproject.com/

follow online
conversations


http://www.tate.org.uk/research/tateresearch/tatepapers/10spring/


Google Keyword Tool External


Examination
Mini digital campaign

1.product/service deﬁnition
2.blog creation
3.Twitter proﬁle creation
4.Facebook page creation
5.promotion


Blog

1.blog building on Wordpress.com

2.1 page About with small
description of the project, contacts
and links to Facebook & Twitter

3.creation of 2 post according to
guidelines with stories

4.posts must contain:1 image
(Flickr) e 1 video (YouTube/Vimeo)


Twitter

1.Twitter proﬁle creation

2.proﬁle customization

3.creation of 2 tweets with links to
the posts + hashtags

4.creation of 2 tweets with links to
something related to the posts of
the blog + hashtag

http://kubrick77.free.fr/Kubrick/shining.jpg

Facebook

1.Facebook page creation

2.page customization

3.creation of 2 posts linking to the
posts of the blog

4.creation of 2 posts linking to
stories related to the posts of the
blog


good work :)


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