e-business, e-marketing and social media 2008 course ge ma business school mod 12
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@ 2008 Salvatore Larosa - Creative Commons Attribution
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Web e mobile marketing
Brand experience, promotion e customer conversation
Salvatore Larosa
Roma, sede GeMa, 11 settembre 2008
Download site http://www.slideshare.net/salvatorelarosa
Web e mobile marketing
Parte 2 – Brand experience, promotion e customer conversation
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MARKETS ARE
CONVERSATIONS
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Web e mobile marketing
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The conversation prism
Fonte: Brian Solis
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Web Television & Music per comunicazione d’impresa
The Weather Channel
Pirelli Film
Prada
Starbucks
Coca-Cola
Pepsi
Walt Disney
Snickers
Bud
Audi
Chow
Nike
Web multimediale e WebTV: alcuni casi interessanti
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Web e mobile marketing
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Food – Coca Cola
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Web e mobile marketing
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Food - www.mycokemusic.com
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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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Food - Pepsi (il n° 2) + Yahoo!, music mixer
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Web e mobile marketing
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Food - Pepsi – Web radio, video sharing
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Web e mobile marketing
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Food – Snickers – Instant Def episodes
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Web e mobile marketing
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Food – Snickers – Instant Def episodes
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Web e mobile marketing
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Food – Snickers – Instant Def episodes
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Web e mobile marketing
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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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Entertainment - Disney (nuovo sito)
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Web e mobile marketing
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Entertainment - Disney (nuovo sito)
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Web e mobile marketing
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Sport fashion - Nike – Joga TV
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Web e mobile marketing
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Sport fashion - Nike – Joga TV
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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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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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Sport fashion - Nike – Joga TV –The Chain (sfida “sociale”, mixing community)
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YouTube
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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 & contacts)
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YouTube – personal page
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Web e mobile marketing
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YouTube – content promozionale CBS
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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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MySpace (News Corp) – content on demand di Fox
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• 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
Social networking, media ed advertising
Hotel Campari (Agenzia MRM Worldwide)
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Social networking, media ed advertising
Hotel Campari (Agenzia MRM Worldwide)
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Retail – Photo – Amvona 720° multimedia social network
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Web e mobile marketing
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Retail – Photo – Amvona 720° multimedia social network – come funziona
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Sport – Trail Blazers - social net
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Sport – Trail Blazers - scommesse
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Sport – Trail Blazers - videos
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Sport – Trail Blazers – servizi sponsorizzati
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Sport – Trail Blazers – la squadra – content esclusivo – audio, video, foto, RSS, podcast, blog di opinion leader
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Sport – Sportsmates – social network
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Web e mobile marketing
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Media - Cucina – Chow.com – “videocucina” + community
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Web e mobile marketing
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Media - Cucina – Chow.com – le videoricette (anche audio e cell)
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Media - Cucina – Chow.com – e il business model?? (Promozioni ed infomercial)
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TasteTV – Cable+Web TV interamente dedicata alla
gastronomiaHa 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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Un passo in avanti: Gather – editoria + social net + UGC
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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)
Media - Broadcast+Web TV – NBC – Minisite multimediale “The Office” ed integrazione YouTube e wireless
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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)
Media - Broadcast+Web TV – NBC – Minisite multimediale “The Office” ed integrazione YouTube e wireless
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Automotive - PirelliFilm.com (Leo Burnett)
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Automotive – Pirelli - The Call – experience site
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Fashion - Prada Fragrance
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Fashion – Prada – Film di Ridley Scott
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Advertising – Armando Testa (TestaWeb) - Borotalco TV: uno
YouTube italiano x concorsi, sfide sociali, viral marketing
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Exibart.tv – TV multicanale dell’arte, eventi e mostre