Lezione di Comunicazione e Marketing Sociale - Corso di Laurea Magistrale in Scienze della Comunicazione Pubblica e Sociale

1. Web 2.0 e Salute
7 marzo 2012
Laurea Magistrale in Scienze della Comunicazione
Pubblica e Sociale
Corso di Comunicazione e Marketing Sociale
Valentina Bazzarin
twitter: vbazzarin
FB: valentina.bazzarin
G+: valentina.bazzarin

2. Social media and 2.0
Ducati FB profile (esempio)

3. Community Manager
Un annuncio

4. Progetto AIDS ministero della salute

5. Dalla ricerca alla proposta

6. Strategia

7. Intercettare la community
First, there is community in a topographical sense. This
refers to settlement based upon close geographical
propinquity, but where there is no implication of the quality
of the social relationships found in such settlements of
intense co-presence. Second, there is the sense of
community as the local social system in which there a
localised, relatively bounded set of systemic
interrelationships of social groups and local institutions.
Third, there is communion, a human association that is
characterised by close personal ties, belongingness and
warmth between its members. The last of these is what is
conventionally meant by the idea of ‘community’
relationships (and see Putnam 2000).

8. Is the community the medium?
Continua integrazione tra studio, osservazione,
ricerca e anche raccolta di feedback
provenienti dagli studenti: voi!
Esempio di laboratorio che e' diventato campo:
TagBoLab

9. Caratteristiche delle community
A scattered steps flow of communication
The internet represents a tool that can exploit different forms of personal and social influence, complicating the
famous two-step flow of communication described by Lazarsfeld.
It could be replaced by a “scattered-steps flow of communication” where opinion leaders are spread in the
network and they can quit or be dismissed from this role quickly and not regretfully.
Fluidity of memberships
Roles are transient too.
This lack of persistence probably explains why ‘the rise and fall of social movements’ (paraphrasing the title
of Hilgartner and Bosk’s 1988 paper) is becoming so quick and weak on the long term period.

10. Strumenti per la condivisione e la
classificazione in una campagna 2.0
● Tag
● Wiki
● Profili, gruppi e pagine
● Blog

11. Video health 2.0
http://www.youtube.com/watch?v=eAUH1lX54z8

12. Esempio di community
Patients like me
http://www.patientslikeme.com/

13. Patients like me sections

14. Video e-Patient Dave: "Let patients
help!"
Patients is not a third-person word.
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