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Blogs and Digital Media Advertising

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Publié le

Presentazione per il corso di Digital Media presso il master in Accademia di Comunicazione a Milano.
- News sul mondo digitale
- estratti ricerca Universal McCann riguardo
l’impatto che il Web 2.0 ha attualmente
sul mercato internet,
in particolare sui suoi fruitori e sul contesto sociale.
- Analisi del mondo dei blog
- Considerazioni sulla comunicazione su i media digitali

Publié dans : Business
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Blogs and Digital Media Advertising

  1. 1. BLOGS & DIGITAL MEDIA ADVERTISING Cris Nulli Accademia di Comunicazione Milano, 30 Gennaio 2007
  2. 2. agenda <ul><li>Digital media news </li></ul><ul><li>Blog Overview </li></ul><ul><li>La comunicazione nell’era dei digital media </li></ul>Author: la nadege, URL: http://www.flickr.com/photos/lanadege/353683392/
  3. 4. DIGITAL MEDIA NEWS
  4. 5. DIGITAL MEDIA NEWS
  5. 6. DIGITAL MEDIA NEWS
  6. 7. Welcome to the 36-Hour Day Source: eMarketer Inc. Jan. ‘07 Get up. Radio is playing. Log online . Check e-mail . Answer the phone . Text a friend. Join an IM conversation. Overload? Nope. It's the start of a 'normal' day in the year 2007. Turn on the television .
  7. 8. Welcome to the 36-Hour Day: US Market Source: eMarketer Inc. Jan. ‘07 DIGITAL MEDIA NEWS
  8. 9. COMUNICATA LA RICERCA GLOBALE REALIZZATA DA UNIVERSAL MCCANN Universal McCann ha realizzato una ricerca globale riguardo l’impatto che il Web 2.0 ha attualmente sul mercato internet, in particolare sui suoi fruitori e sul contesto sociale. Creatività: la nascita e lo sviluppo incessante dei blog e dei social network mostra come internet sta diventando un posto in cui ognuno può esprimere se stesso , condividendo con altri le proprie opinioni ed interessi.
  9. 10. Connessione: la capacità di internet di far interagire coloro che vi accedono in modo semplice ed istantaneo, accresce la sua potenzialità di essere considerato un mezzo rivoluzionario e globale. COMUNICATA LA RICERCA GLOBALE REALIZZATA DA UNIVERSAL MCCANN Intrattenimento: il web è diventato il luogo in cui le persone possono accedere ai programmi Tv e radiofonici, condividere file video e audio. Blog: la creazione di siti personali sta diventando sempre più frequente. Sono 50 milioni le persone nel mondo che visitano regolarmente
  10. 11. Sharing Photo: la combinazione tra banda larga e fotocamere digitali ha permesso negli ultimi tempi la crescita di siti in cui è possibile condividere foto e immagini . Dalla ricerca è emerso che nel mondo sono 122 milioni gli individui che condividono questi contenuti. COMUNICATA LA RICERCA GLOBALE REALIZZATA DA UNIVERSAL MCCANN
  11. 12. I blog, notorieta’. * Visitato un blog almeno una volta: 29% della popolazione Internet in Italia Source: Eurisko, Luglio ’06 Numero di blog presenti in tutta la rete: 200 Milioni In Italia: 650,000 Source: Eurisko, Luglio ’06 Il numero raddoppia ogni 6 mesi
  12. 13. BLOG DEFINITION Un blog è un sito web in cui l’upload di informazioni sono inviate in maniera regolare e tipicamente sono visualizzate nell'ordine cronologico di upload. Il blog come termine è una forma ridotta del termine weblog . Creando un blog, o aggiungendo un articolo ad un blog esistente è un’attivita’ chiamata &quot;blogging&quot;. I diversi articoli su un blog sono chiamati &quot;blog posts“, “posts&quot; o &quot;entries&quot;. Una persona che invia questi posts è denominata &quot;un blogger&quot;. Un blog contiene ipertesti, immagini e collegamenti (ad altre webpages, a video, ad audio e ad altri files). Il Blogs usa uno stile colloquiale di documentazione. Un determinato blog mette a fuoco solitamente un determinato argomento d’interesse. Nel mondo vengono creati ogni giorno 80,000 Blog, mediamente uno al secondo. A Novembre ’04 ne nascevano 24,000 al giorno. La blogsfera (il mondo dei blog) raddoppia ogni 5 mesi. Nel grande mondo dei blog ci sono tante “voci” ma solo una piccola frazione di questi e’ rilevante. Oggi nel blog e’ possibile postare anche video, audio ed mms; da qui nascono i Vlogs e Moblogs, grazie al podcast. Il podcast non ha nulla a che vedere con l’iPod. Un podcast e’ generalmente un formato audio o video realizzato anche amatorialmente in formato MP3.
  13. 14. Le persone che leggono un “branded blog” e lo commentano, sono molto piu’ soddisfatte della tua azienda o del tuo prodotto o del tuo servizio che mai prima Il blog e’ la strada ideale per comunicare le informazioni e notizie, e anche la strada piu’ difficile per controllarle “ Dovrebbe esserci qualcuno in ogni azienda che ha come compito di andare digitare su Google e nei motori di ricerca dei blog il nome dell’azienda o del brand seguito dalla parola schifo ” Jeff Jarvis autore di Blog Machine e Presidente e Creative Director di Advertiser Publication Internet division
  14. 17. Technorati is the recognized authority on what's happening on the World Live Web, right now. The Live Web is the dynamic and always-updating portion of the Web. We search, surface, and organize blogs and the other forms of independent, user-generated content (photos, videos, voting, etc.) increasingly referred to as “citizen media.”
  15. 20. I blog sono preziosi veicoli per nuove idee e per un rinnovamento culturale. Uno degli aspetti riguarda l’autore stesso, editore di se stesso , che non deve rispondere a nessuno tranne che alla propria coscienza. I blog sono persone , sono la possibilita’ di diventare protagonisti, di dare un’informazione diretta, dal basso. Ad oggi se ne contano 200,000,000 in tutta la rete, e raddoppiano ogni 6 mesi.
  16. 21. Investire sul blog, nuova strategia aziendale Perche’ le aziende scelgono questo canale di comunicazione? - Perche’ gli utenti riconoscono loro stessi - E’ semplice da visitare e da alimentare - Si presta a raccogliere contenuti aggiornabili periodicamente - Beneficia del sistema dei link - Crea dialogo, il customer management, la creazione di contenuti attraverso contenuti specifici.
  17. 22. La pubblicità e i blogger, matrimonio possibile? Google adSense sembra essere l’unica forma di pubblicità accettabile da parte della blogosfera italiana
  18. 23. Publiredazionali su prodotti e marche, scritti dagli stessi blogger, che con i loro post raccontano l’esperienza d’uso con le tecnologie Recentemente HEWLETT PACKARD ha inviato una mail ad alcuni blogger italiani proponendo un invio a casa di un modello innovativo di mouse. La pubblicità e i blogger, matrimonio possibile?
  19. 24. Microsoft sembra stia inviando vagonate di portatili armati di Vista a mezza blogosfera europea per avere un’impressione “genuina” del prodotto. Ma genuina sarà davvero?…
  20. 25. Con il web 2.0 lo sviluppo della comunicazione online e’ in una dimensione bidirezionale. Se da un lato ci sono le aziende con i propri siti, sempre piu’ aggiornati, completi ed interattivi , dall’altro ci sono decine di migliaia di clienti dotati a loro volta di blog e siti web perfettamente sincroniccati tra loro e con la capacita’ e la voglia di discutere, criticare, commentare, consigliare, ed esprimere opinioni su servizi e prodotti.
  21. 26. I “social network” sono stati i veri protagonisti della rete negli ultimi anni, e blog e siti come MySpace, Facebook, Linkedin, son o sempre piu’ ricchi di utenti che si creano il proprio network di relazioni . In questo contesto, l’elemento principale e’ la personalizzazione della comunicazione . Non c’e’ piu’ la ricezione passiva del messaggio pubblicitario, ma nascono conversazioni a cui le aziende possono prendere parte.
  22. 27. Blog aziendali, di prodotto, in cui raccontare e mettere in discussione le proprie scelte, i propri processi e le proprie peculiarita’; altre aziende aziende esplorando network sociali esistenti come My Space o come il mondo virtuale di Second Life, nell’ambito dei quali individuare gruppi di persone con le quali instaurare conversazioni. La parola chiave e’ “apertura”
  23. 28. In questo contesto, la comunicazione pubblicitaria, non viene piu’ inserita di soppiatto in un ambito diverso, interrompendo un film o roteando un banner in una pagina web, viene bensi’ valorizzata e pensata in modo che le persone interessate possano intereagire e rimanere in relazione. La parola chiave e’ “apertura”

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