From social networks to Mobile Marketing. Companies have increasingly decided to open up to social media in order to communicate with their customers. An analysis through the forms of business communication for a more effective management of a successful brand. An overall look at some of the technological tools available (LBS, geotagging, etc..) to create one's own business strategy for one's startup, learning from major companies. Alcune fonti sono tratte da Wikipedia.

1. From Social Network to Mobile Marketing
Enrico Pellegrino
enrico.pellegrino.work@gmail.com
www.comunicazioneplurale.com
@epellegrino

2. Nice to meet you...
Graduated in 2008 at Tor Vergata University
Communication Science
Executive Master at Eidos Communication
Innovative Marketing, e-management & Creative Solution

3. Activities And Interesting
Blogger and Founder at ComunicazionePlurale.com
Social Media Strategist at 2ManyNights.com
Interesting:
Social Media, Marketing, Communication,
Economics, Event Management etc.

4. Social Media and Web 2.0

5. Social + Media

6. Maybe you know...
Web 2.0
Partecipation
Interaction
Sharing
people based approach

7. Maybe you know...
Web 2.0
=
an attitude, not technology

8. ...and the Company?
A powerful global conversation has begun. Through
the Internet, people are discovering and inventing
new ways to share relevant knowledge with blinding
speed. As a direct result, markets are getting smarter
—and getting smarter faster than most companies.

9. Paradigm is changing
Enterprise 1.0 Enterprise 2.0
Hierarchy Flat Organization
Friction Ease of Organization Flow
Bureaucracy Agility
IT-driven technology/ Lack of user control Flexibility
Top down User-driven tecnology
Centralized Bottom Up
Teams are in one building/ one time zone Distributed
Teams are global
Silos and boundaries
Fuzzy boundaries, open borders
Need to know
Transparency
Information systems are structured and
dictated Information system are emergent
Taxonomies Folksonomies
Overly complex Simple
Closed/ proprietary standards Open
Scheduled On Demand
Long time-to-market cycles Short time-to-market cycles

10. One media, more Channel
World
Wide
Web

11. The “Art” of management
of social media
Social Media Strategist
or Digital PR

12. Social Media Marketing
Generate Visibility - Public Relation 2.0

15. The rules are the same
1.Take responsibility not just for your own words, but for the
comments you allow on your blog.
2. Label your tolerance level for abusive comments.
3. Consider eliminating anonymous comments.
4. Ignore the trolls.
5. Take the conversation offline, and talk directly, or find
anintermediary who can do so.
6. If you know someone who is behaving badly, tell them so.
7. Don't say anything online that you wouldn't say in person.
(Proposta fatta da Tim O’Reilly, 2007)

16. as a channel
Not (only) a social network

17. If your friend is near you, you use your voice.
If your friend is far away, you use a megaphone!
What Are U Doing?
Who are YOU?
Define your personality

18. Twitter is the most important way to
communicate with your audience.
Fast interaction with your customer (care?)
Response immediatly
Daily presence

19. Interaction / Response / Customer Care
Presence
+ Corporate
Image
Customer
Care
Brand
=
Persons

20. 3 Italia
Promotional Listening

21. Tips to organize your Twitter.
Twitter’s List

22. Tips to organize your Twitter
Twitter’s List

23. as a channel

24. Tips for a succesful Fan Page
Leave a little room for fun. Your fans will enjoy it if it doesn’t
overwhelm the reason they fanned you in the first place.
Monitor daily at best. Weekly at worst. Set alerts so you know
when someone has written on your wall.
Facebook should only part of your online presence. Use it to
capture fans and then drive them to deeper content on a blog,
connect on Twitter, and promote video on YouTube. But, most
importantly, they need to be moving toward business goals.
Use other online vehicles to recruit Facebook fans including links
on your homepage, ads, promotions and other social media sites.

25. Tips for a succesful Fan Page
Put fans first. Consider what is valuable to them and link to it or
post about it.
Listen, converse, energize, help, support, or embrace are six
things you should ask if your post do.
Respond to comments.
Thank people for becoming fans.

26. Tips for a succesful Fan Page
Put a fan box on blog and site.
Occasionally use Fan Page as focus group and consider giving a
prize for participation.
Track fans. See if you have people leaving or coming. Try to figure
out why.
Frequency is key. You can’t ignore fans and expect them to stay
interested.

27. Fan Page - The Fail!

28. Fan Page - The Fail!

29. Exit Strategy
Admit Your Guilty
Speak as human
Solidariety
Irony :-)

30. Location Based Service
How they works

31. Tips & To do
Means UGC

33. More info
http://www.slideshare.net/intranetlife/
geolocalizzazione-nuovi-scenari-di-marketing-e-
relazione-online

34. Case Histories

35. Mercedes-Benz Speed Date
http://www3.mercedes-benz.com/mbcom_v4/it/slk/en.html

36. Social Integration
Engagement

37. Keep in touch

38. Casa.it
http://www.youtube.com/watch?v=5AMK7dutC-E

39. Google April Fools
http://mail.google.com/mail/help/motion.html

40. ...and “il Giornale” believed it!
http://www.ilgiornale.it/video/google_lancia_gmail_motion/id=Gmail_Motion_BETA

41. ...but the users on Twitter are
watching you.

42. Remember:
Use [Edit] below your post if you change the content
Apologize with your costumer/readers
Don’t delete any bad comment, it’s anti-democratical
and your reader are not stupid!

43. Mobile Market(ing)
Common Language - Trends Analysis

44. http://www.youtube.com/watch?v=CjUcq_E4I-s&feature=youtu.be

46. Common Languages
C++ (Many)
Java (BlackBerry and Android)
.NET (Windows Mobile)
Objective-C (Apple)

47. Trends
Android developers are more faithful (+2,3%).
Maybe becouse people become rich by publishing an application in
the Apple App Store which does not happen with Android.

48. Trends
Increasing the paid apps for Android Market
Decreasing the paid apps for Apple App Store
But the Apps in App Store are more (and better quality than Android)

49. Trends
Increasing developer for Apple App Store
Increasing developer for Android

50. How to Startup
Frestyl.com - Qurami.com

51. Startup #1 Objective
Helping people to make
better life
through your service

52. Entrepreneurs and Startup made in Rome
Web + Mobile Service to
find a live music local near
you.
www.frestyl.com
Pros
Geolocalization + Google Maps
Entrepreneurs are Music Lovers
Good Communication on website
Corporate Blog
Partnership

53. Entrepreneurs and Startup made in Rome
You can take the number
in a place where there is a
queque directly from your
smartphone or at your
home
www.qurami.com
Pros
Web + Mobile
Partnership with QMatic
2° Place at Startup Weekend Rome

54. Exercises

55. Exercise #1
Create a Facebook Fan Page about your favorite
person or thing (whatever you want)
Compile your profile with a pretty Biography
Add some friends and engage them

56. Exercise #2
Get familiar with a Twitter List
Create a New List
Add People at your list

57. Exercise #3
Create an account on Foursquare
Make your first check-in and earn your first badge
(called “Newbie” badge)
Create a new Tip on your favorite spot
Save as “to do” what you discover on Foursquare
Visit http://www.foursquare.com/mobile to check-in from your Laptop.

58. Exercise #4
Examinate Frestyl and Qurami Web Site

59. Thank You! :-)
From Social Network to Mobile Marketing by Enrico Pellegrino is licensed under a Creative Commons Attribuzione - Non commerciale - Non opere derivate 3.0 Unported
License.
Enrico Pellegrino
enrico.pellegrino.work@gmail.com
www.enricopellegrino.net
www.comunicazioneplurale.com
@epellegrino