marketing 2.0: case history
DESCRIPTION
Alcuni interessanti esempi di un utilizzo intelligente del web 2.0 per il marketing. Il documento nasceva per essere accompaagnato da una presentazione verbale e quindi non è accopmpagnato da commenti testuali. Possibile anche scaricare il documento.TRANSCRIPT
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www.bizmo.it
MARKETING 2.0
Case History
Some slide are intentionally in English and others in Italian
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L. Grivet | [email protected] | www.bizmo.it
Efficienza e Efficacia
� Anche per chi non ha
i budget per la TV
Change management
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L. Grivet | [email protected] | www.bizmo.it
Prodotto, Carisma e WOM
� AT&T/Cingular ADV Budget $2 billion
� Apple's marketing budget 2006, $155 millionBusiness Week - Insight February 16, 2007, 11:57AM EST
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L. Grivet | [email protected] | www.bizmo.it
User generated Marketing Picks
� Communicate and collect ideas
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L. Grivet | [email protected] | www.bizmo.it
User Generated Advertising & Comprehensive
Communication
� Concorso basato su User generated Advertising
� Obiettivo creazione di uno spot per il Superbowl
� Costo del passaggio TV + 2MIO$,
� Costo del video 12 dollari
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L. Grivet | [email protected] | www.bizmo.it
Social Networking & Loyalty
� Royal Dutch Airline KLM un social network per la community dei passeggeri business class in Africa e Cina per facilitare il contatto con i "compagni di viaggio"
� KLM Club China
� KLM Club Africa
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L. Grivet | [email protected] | www.bizmo.it
Social Networking
� Social network proprietario
� Un account su My Space
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L. Grivet | [email protected] | www.bizmo.it
Marketing 2.0: Costa
� Marketing web 2.0
� comunità virtuale su Second Life
� sito dedicato
� Blog
� video su YouTube
� Foto su Flickr
Comunicare
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L. Grivet | [email protected] | www.bizmo.it
Web reality
� 5 months (summer 2007)� 100,000 visitors � 140,000 visits � two families in Italy and Finland � webcams in their kitchens,
� Kitchen Stage il primo reality show totalmente dedicato al pubblico del web.
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L. Grivet | [email protected] | www.bizmo.it
Innovation in awareness, sales and communication
� BigFix, una piccola società dell'IT specializzata in sicurezza.
� Un finto candidato alla casa bianca con tanto di
� sito web,
� un blog,
� profili su Facebook, MySpace e Flickr.
� merchandising