Module 12/13 of a series of slides I wrote down in order to introduce a small class of post-graduate students to e-Business and e-marketing, at "Gestioni & Management" Business School in Rome. My goal was NOT just to discuss or introduce the Internet, the Web or the basic concepts online user experience and online advertising. Instead, I focused on the idea that e-marketing management is more and more a relevant aspect of "plain and simple" marketing management and I tried to give future marketing managers some methodological tool in order to address e-marketing projects in a "right", formal and structured way.

1. Web e mobile marketing
Brand experience, promotion e
customer conversation
Modulo 12
Social Media - models by examples - casi online
Salvatore Larosa
Roma, sede GeMa, 11 settembre 2008
Download site http://www.slideshare.net/salvatorelarosa
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2. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
MARKETS ARE
CONVERSATIONS
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3. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
The conversation prism
Fonte: Brian Solis
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4. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Web multimediale e WebTV: alcuni casi interessanti
Web Television & Music per
comunicazione d’impresa
The Weather Channel
Pirelli Film
Prada
Starbucks
Coca-Cola
Pepsi
Walt Disney
Snickers
Bud
Audi
Chow
Nike
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5. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Food – Coca Cola
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6. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Food - www.mycokemusic.com
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7. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Food – Coca Cola - Punti interessanti
Quando il programma “Mycoke” è partito (2003) il panorama della musica
online era molto meno popolato
Coca Cola riteneva effettivamente di poter diversificare nella musica
Tale tentativo non ha per ora avuto un grande successo commerciale ma il
modello di diversificazione multimediale (compreso il “virtual world” per
ragazzi) è interessante
Ci sono però degli aspetti interessanti da considerare
Meccanismi fidelity / punti
Strategia online / offline con Blockbuster
Potenzialità: connessione tra “rewards” e acceso a musica / video online
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8. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Food - Pepsi (il n° 2) + Yahoo!, music mixer
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9. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Food - Pepsi – Web radio, video sharing
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10. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Food – Snickers – Instant Def episodes
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11. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Food – Snickers – Instant Def episodes
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12. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Food – Snickers – Instant Def episodes
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13. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Food – Bud – Bud.tv – obiettivi esperenziali
Clip varie e trailer cinematografici insieme alle clip con gli spot della Bud
Servizi di community e segnalazione
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14. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Entertainment - Disney (nuovo sito)
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15. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Entertainment - Disney (nuovo sito)
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16. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Sport fashion - Nike – Joga TV
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17. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Sport fashion - Nike – Joga TV
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18. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Social networking e multimedia: un mix esplosivo
Social networking per le imprese
• Joga – The Chain (social
collaboration & remixing)
• MySpace (indiretto, tramite adv
e microshops / widgets)
• YouTube (indiretto, tramite adv
e diretto tramite branded TV)
• Trail Blazers
• Amvona 720°
• Sportsmates
Social networking in pubblicità
• Film “Step Up” (2006)
• Campagna Hotel Campari (2006)
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19. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Social networking - definizione
• Community: comunicazione,
condivisione
• Online social network: interazione
finalizzata ad obiettivi specifici in
linea con i valori / motivazioni dei
membri del network e mediata da
strumenti online concepiti ad hoc per
tali specifici obiettivi
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20. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Sport fashion - Nike – Joga TV –
The Chain (sfida “sociale”, mixing community)
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21. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
YouTube
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22. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
YouTube – funzioni di social net (oltre al voto delle
clip)
• YouTube è un network di sharing: l’obiettivo delle funzioni
di social net è quindi rendere possibile la “penetrazione” di
un video attraverso sub-comunità omogenee per interessi
ovvero semplicemente create attraverso le attività
organizzate attorno ai video (si veda inbox, subscription,
channel settings) o le relazioni degli utenti (inbox, friends &
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contacts)
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23. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
YouTube – personal page
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24. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
YouTube – content promozionale CBS
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25. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
MySpace (News Corp) – multimedia, social net, UGC,
widgets...
• ...Ed anche canali TV
“on demand” gestiti
direttamente dai
network broadcast!
• ...(Anche YouTube ha
fatto accordi in tal
senso: per una TV
tradizionale è molto
più facile salire a
bordo di una
piattaforma come
YouTube o MySpace
che non sviluppare ex
novo un proprio
business IPTV)
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26. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
MySpace (News Corp) – content on demand di Fox
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27. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Social networking, media ed advertising
Hotel Campari (Agenzia MRM Worldwide)
• Campagna (molto sexy) ispirata all’atmosfera di “eyes wide shut”, con Salma Hayek
• Spot TV, area dedicata su del.icio.us, pagina personale di una “campari woman” su MySpace,
foto e filmati di improbabili feste “campari-style” su YouTube e Flickr
• La campagna online era fondata solo su tecniche virali-sociali, niente adv tradizionale (banner
etc)
• 92.000 visitatori sui siti sociali, di cui 3.000 sono diventati “friends” dei personaggi Campari
registrati
• 170.000 page view sul sito hotelcampari.com, di cui il 13,5% veicolato da MySpace, YouTube
e Flickr
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28. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Social networking, media ed advertising
Hotel Campari (Agenzia MRM Worldwide)
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29. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Retail – Photo – Amvona 720° multimedia social network
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30. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Retail – Photo – Amvona 720° multimedia social network – come
funziona
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31. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Sport – Trail Blazers - social net
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32. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Sport – Trail Blazers - scommesse
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33. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Sport – Trail Blazers - videos
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34. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Sport – Trail Blazers – servizi sponsorizzati
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35. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Sport – Trail Blazers – la squadra – content esclusivo – audio,
video, foto, RSS, podcast, blog di opinion leader
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36. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Sport – Sportsmates – social network
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37. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Media - Cucina – Chow.com – “videocucina” + community
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38. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Media - Cucina – Chow.com – le videoricette (anche audio e
cell)
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39. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Media - Cucina – Chow.com – e il business model?? (Promozioni ed
infomercial)
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40. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
TasteTV – Cable+Web TV interamente dedicata alla
gastronomia
Ha una quantità notevole di aree tematiche e di gestione redazionale (non ha UGC)
Il business model è basato su pubblicità esplicita e su informercial
Sia su Web sia su cavo il modello adottato è VoD (e su Web non c’è flusso)
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41. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Un passo in avanti: Gather – editoria + social net + UGC
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42. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Media - Broadcast+Web TV – NBC – Minisite multimediale “The
Office” ed integrazione YouTube e wireless
Inizialmente NBC aveva intentato una causa contro YouTube per via di content soggetto a copyright
pubblicato sul sito di sharing
In seguito NBC ha fatto marcia indietro ed ha chiuso un accordo di co-marketing con YouTube (aree
dedicate e preminenza del content NBC su YouTube, spot gratuiti di YouTube su NBC)
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43. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Media - Broadcast+Web TV – NBC – Minisite multimediale “The
Office” ed integrazione YouTube e wireless
Aree di “The Office” su NBC e su YouTube
Video-contest online che poggia su MyTube
Download in mobilità sulla rete Cingular (con meccanismo di social recommendation online)
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44. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Automotive - PirelliFilm.com (Leo Burnett)
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45. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Automotive – Pirelli - The Call – experience site
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46. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Fashion - Prada Fragrance
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47. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Fashion – Prada – Film di Ridley Scott
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48. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Advertising – Armando Testa (TestaWeb) - Borotalco TV: uno
YouTube italiano x concorsi, sfide sociali, viral marketing
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49. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Exibart.tv – TV multicanale dell’arte, eventi e mostre
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50. Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
Exibart.tv – TV multicanale dell’arte, eventi e mostre
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