Digital Communication BA Thesis: The new marketing and the social web – An analysis of the brand Dell

1. The new marketing and the Social Web an analysis of the brand Dell Cristina Dresch

2. GENERAL OBJECTIVE ANALYSE, UNDER THE NEW MARKETING THEORY, THE PRESENCE OF THE BRAND DELL IN THE SOCIAL WEB

3. SPECIFIC OBJECTIVES IDENTIFY AND DESCRIBE THE MAIN TOOLS USED BY THE BRAND IN ORDER TO ENGAGE WITH ITS CUSTOMERS

4. METHODOLOGY investigate a contemporary phenomena in a real life situation. case study . intensive analysis in an unique real organization gathering several and detailed information in order to apprehend information totality.

5. The communication REVOLUTION

6. 1800 1920 1900 1930 RADIO NEWSPAPER TELEVISION FACE-TO-FACE

7. WEB

8. WEB 1.0 SPECTATORS powerless users minimal interaction ONLY AN INFORMATION RESOURCE WEB 2.0 INTERACTION CONTROL content USER INFORMATION CONVERSATION SHARE

9. Social Web "Social Web is defined as people interlinked and interacting with engaging content in a conversational and participatory manner via the Internet." Shaun Connolly (2008)

10. INTERACTION IMMEDIATE INTERCONECTION INCLUSIVE INFINITIVE

11. TOOLS o f the Web Social

12. PRODUCTS, SERVICES, WEBSITES RANKING INFORMATION AGGREGATOR

13. ONLINE DIARIES WHERE PEOPLE CAN SHARE THEIR IDEAS IN A SIMPLE AND QUICK WAY BLOG

14. COMMUNITIES a place where members interact amongst themselves, where there is a specific reason to keep a dialogue

15. s ocial networks place where people get together to share ideas and interact with one another, all social networks are formed by specific ties which can be defined by several different aspects

16. ? TRADITIONAL marketing NEW marketing

17. NEW marketing T RADITIONAL marketing PRODUCT DRIVEN RELATIONSHIP DRIVEN

18. NEW MARKETING ONLINE BRANDING WHUFFIE

19. NEW marketing SEGMENTATION INTERACTIVE COMMUNICATION CONTENT CREATED BY CUSTOMERS WORD-OF-MOUTH

20. DELL ANALYSIS

21. IT WAS FOUNDED IN 1984 BY MICHAEL DELL. In 1985 the company built its first computer with its own design YOUNG COMPANY WEB SOCIAL PRESENCE USES THE TOOLS

22. OBJECTS OF ANALYSIS IDEASTORM TWITTER FACEBOOK

23. IDEASTORM FORMED BY EXPERT CUSTOMERS, ABLE AND WILLING TO SHARE THEIR IDEAS WHICH ARE DRIVEN BY THE INTERACTIVE COMMUNICATION AMONGST THE COMMUNITY MEMBERS the user is motivated by their own ideas in relation to the brand's products

24. TWITTER b uy on impulse s peed with efficiency u sers create content indirectly (RTs) THE USER IS MOTIVATED BY THE PRODUCTS, PROMOTIONS AND SALES ANNOUNCED BY THE BRAND

25. USERS WHO REALLY IDENTIFY WITH THE BRAND, SOCIAL TIES, DIRECT INTERACTION THROUGH WALL POSTS FACEBOOK u ser is motivated by the brand

26. CONCLUSION 3 Twitter 2 Ideastorm 1 Facebook RELATIONSHIP LEVEL BETWEEN THE CUSTOMERS AND THE BRAND