social media experience
DESCRIPTION
Sintesi dell'intervento "Social media Experience: la dimensione ecologica dei media digitali" tenuto a Milano il 13-14 novembre 2008 organizzato da XPath http://www.tecnoetica.it/2008/11/16/dal-social-media-marketing-alla-social-media-experience/TRANSCRIPT
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Social Media ExperienceLa dimensione ecologica dei media digitali
Davide Bennato
Sapienza Università di Roma
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
Agenda dei lavori
• 13 Novembre: Conversation marketing
� Le nuove dinamiche relazionali
� Le caratteristiche della net-comunicazione
� Gli strumenti della net-comunicazione
� Le leggi del marketing conversazionale
� Le strategie del marketing conversazionale
• 14 Novembre: Infomobilità
� Social media analysis
� Dal territorio allo spazio
� Cartografie dei nuovi spazi
� Soggetti nomadi
� Infrastrutture della mobilità
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
Digital Ethnography: The Machine is Us/ing Us
http://www.youtube.com/watch?v=NLlGopyXT_g
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
Le nuove dinamiche relazionaliCommunity e social networking
• Le forme di aggregazione sociale online� Internet come spazio sociale
� Le necessità di strategie aggregative di diversa natura: familiari, lavorativi, organizzativi, …
� Comunità virtuali?
� No: comunità reali con proprietà sociali vincolate dalla piattaforma
• Community� Punto di forza
� Fortemente coese
� Punto di debolezza
� Ciclo di vita non prevedibile
• Social networking� Punto di forza
� Relazioni individualistiche
� Punto di debolezza
� Rischio di ipersocializzazione
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
La saggezza della folla: “Chi vuol essere milionario”
“Il pubblico ha ragione nel 95% dei casi”
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
twInfluence
http://twinfluence.com/
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
Valore
Nodi della rete
Curva di
Reed
Curva di
Sarnoff
Curva di
Metcalfe
Long tail
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
Dove: Evolution Viral video (2007)
Ogilvy & Mother Toronto per Unilever Canada Dove Self Esteem Fund
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
iStockphoto
http://www.istockphoto.com/
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
Many Eyes
http://manyeyes.alphaworks.ibm.com/manyeyes/
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
Newstin
http://www.newstin.it/it/top
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
Fortunato Depero
Il motociclista (1923) Il motociclista (1952)
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
City Distances
http://bestiario.org/research/citydistances/
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Social Media Experience
Davide Bennato | Milano 13-14/11/2008
http://www.age0.com/you-who/