Una presentazione tratta principalmente dal lavoro di Josh Bernoff e charlene Li che sta alla base del loro recente libro "Groundswell". Come impostare un'iniziativa di Social media marketing, quale impatto ha sulla nostra struttura organizzativa? Come cambiare e comportarsi per ascoltare i nostri clienti, supportarli, mobilitarli, parlare con loro ed introdurli nei nostri processi aziendali? Tutto questo è spiegato in Groundswell (tradotto in Italia da ETAS con il titolo di "onda anomala"
This document provides an introduction to orthodontics. It defines orthodontics as the study of teeth and jaw development and the prevention and correction of irregular teeth positions. The goals of orthodontic treatment are described as Jackson's Triad - achieving functional efficiency, structural balance, and esthetic harmony. Functional efficiency means improving chewing and jaw function. Structural balance refers to maintaining equilibrium between the teeth, jaw bones, and soft tissues during treatment. Esthetic harmony aims to enhance the appearance of the teeth and face. The scope of orthodontic treatment can include altering tooth positions, underlying bone structures, and overlying soft tissues.
This document outlines the process of orthodontic diagnosis and treatment planning. It discusses topics such as clinical examination, radiography, dental casts, photography, temporomandibular joint examination, facial typology, malocclusion classification, occlusion, orofacial myofunctional disorders, and their effects on facial growth and dental development. The document is authored by three orthodontists and provides resources for orthodontic diagnosis and treatment planning through clinical guidelines and photographic examples.
This document discusses various methods for assessing the growth pattern of bones, with a focus on the mandible. It states that serial cephalometric radiography combined with radiopaque implants is currently the most accurate method for determining mandibular growth patterns, as it allows superimposition of serial images based on fixed implant markers. However, digital subtraction radiography, computed tomography, and magnetic resonance imaging may provide even more detailed information. The document then reviews several methods that have been used historically and in other studies to examine mandibular growth, including anthropometry, vital staining, histology, radiography, implants and impressions.
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
Growth and development basic concepts /certified fixed orthodontic courses ...Indian dental academy
This document discusses concepts related to growth and development. It defines growth, development, and differentiation according to various scholars. It also describes the fields that study growth and development, including molecular biology, developmental biology, developmental oral biology, physical growth, and behavioral development. The document further discusses growth patterns, variability, timing, and factors that influence physical growth such as heredity, nutrition, illness, race, climate, socioeconomic status, and psychological disturbance. Methods for gathering and evaluating growth data are also outlined.
This document discusses proclined upper incisors and bimaxillary dentoalveolar protrusion. Proclined upper incisors can be caused by skeletal factors, habits like thumb sucking, or dental issues like retained primary teeth. Treatment involves eliminating the underlying causes, using habit reminders, and correcting the tooth alignment. For bimaxillary protrusion, the large tongue and everted lips can cause the issue, and treatment extracts premolars to retract the incisors while ensuring the lower lip creates a proper seal. Both conditions require attention to causes and retention to prevent relapse.
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
This document provides an introduction to orthodontics. It defines orthodontics as the study of teeth and jaw development and the prevention and correction of irregular teeth positions. The goals of orthodontic treatment are described as Jackson's Triad - achieving functional efficiency, structural balance, and esthetic harmony. Functional efficiency means improving chewing and jaw function. Structural balance refers to maintaining equilibrium between the teeth, jaw bones, and soft tissues during treatment. Esthetic harmony aims to enhance the appearance of the teeth and face. The scope of orthodontic treatment can include altering tooth positions, underlying bone structures, and overlying soft tissues.
This document outlines the process of orthodontic diagnosis and treatment planning. It discusses topics such as clinical examination, radiography, dental casts, photography, temporomandibular joint examination, facial typology, malocclusion classification, occlusion, orofacial myofunctional disorders, and their effects on facial growth and dental development. The document is authored by three orthodontists and provides resources for orthodontic diagnosis and treatment planning through clinical guidelines and photographic examples.
This document discusses various methods for assessing the growth pattern of bones, with a focus on the mandible. It states that serial cephalometric radiography combined with radiopaque implants is currently the most accurate method for determining mandibular growth patterns, as it allows superimposition of serial images based on fixed implant markers. However, digital subtraction radiography, computed tomography, and magnetic resonance imaging may provide even more detailed information. The document then reviews several methods that have been used historically and in other studies to examine mandibular growth, including anthropometry, vital staining, histology, radiography, implants and impressions.
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
Growth and development basic concepts /certified fixed orthodontic courses ...Indian dental academy
This document discusses concepts related to growth and development. It defines growth, development, and differentiation according to various scholars. It also describes the fields that study growth and development, including molecular biology, developmental biology, developmental oral biology, physical growth, and behavioral development. The document further discusses growth patterns, variability, timing, and factors that influence physical growth such as heredity, nutrition, illness, race, climate, socioeconomic status, and psychological disturbance. Methods for gathering and evaluating growth data are also outlined.
This document discusses proclined upper incisors and bimaxillary dentoalveolar protrusion. Proclined upper incisors can be caused by skeletal factors, habits like thumb sucking, or dental issues like retained primary teeth. Treatment involves eliminating the underlying causes, using habit reminders, and correcting the tooth alignment. For bimaxillary protrusion, the large tongue and everted lips can cause the issue, and treatment extracts premolars to retract the incisors while ensuring the lower lip creates a proper seal. Both conditions require attention to causes and retention to prevent relapse.
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
Anthropological concepts of clinical orthodonticsSaibel Farishta
The document discusses anthropological concepts relevant to orthodontics. It begins with an introduction to anthropology and its subfields like physical, cultural, linguistic and archaeological anthropology. It then covers evolution and theories of evolution like Lamarckism, orthogenesis and natural selection. Key topics in human evolution are discussed - evolution of the face, jaws, teeth and their attachments. Hominid evolution is outlined from early apes to Homo sapiens. Concepts in dental anthropology like indices and tooth traits are also summarized.
The document discusses a study investigating the magnitude of the collum angle (the angle between the long axis of the crown and root of the maxillary central incisor) in patients with Class II division 2 malocclusion compared to Class I and Class II division 1 malocclusions. The study found the collum angle was highest in Class II division 2 patients, particularly when the lower lip line contacted the middle third of the central incisor. A higher collum angle correlated with a more cervically positioned lower lip line. The position of the lower lip significantly influences the crown-root angulation of maxillary incisors.
Growth and development of maxilla and mandible/endodontic coursesIndian dental academy
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
This document defines malocclusion and discusses its causes. Malocclusion is an incorrect relationship between the maxilla and mandible caused by factors acting alone or in combination, including genetics, environment, and specific disturbances. Specific causes include disturbances during embryonic development such as fetal alcohol syndrome, failures in neural crest cell migration seen in Treacher Collins syndrome, and birth injuries. Growth disturbances in the fetal period and childhood, such as intrauterine molding and fractures, can also cause malocclusion. Disturbances during adolescence like hemi-mandibular hypertrophy and acromegaly are other potential causes. Disturbances of dental development, including missing, malformed, supernumerary, and traumatically displaced
Basic mechanism of craniofacial growth /certified fixed orthodontic courses b...Indian dental academy
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and offering a wide range of dental certified courses in different formats.
Indian dental academy provides dental crown & Bridge,rotary endodontics,fixed orthodontics,
Dental implants courses.for details pls visit www.indiandentalacademy.com ,or call
0091-9248678078
This document provides an overview of adjunctive orthodontic treatment for adults. It discusses the differences between adjunctive and comprehensive orthodontic treatment. Adjunctive treatment aims to facilitate other dental procedures by repositioning teeth, while comprehensive treatment focuses on achieving an ideal occlusion and may involve orthognathic surgery. The document outlines various procedures used in adjunctive treatment, including uprighting posterior teeth, crossbite correction, and forced eruption. It also discusses biomechanical considerations, timing of treatment, and alignment of anterior teeth.
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
This study compares the elastic properties of four orthodontic wire materials: stainless steel, cobalt-chromium, nickel-titanium, and beta-titanium. The study uses formulas to calculate ratios of bending strength, stiffness, and range for different wire configurations under bending and torsion stresses. The results show that nickel-titanium provides the most flexibility and is best for initial tooth alignment. Beta-titanium is superior for intermediate stages requiring flexibility. Stainless steel and cobalt-chromium are best for stability in the later stages.
This document discusses various classifications of malocclusion. It begins by dividing malocclusions into three broad types based on whether the malocclusion involves individual tooth positions, the dental arch relationship, or an underlying skeletal issue. It then discusses Angle's classification system, which divides malocclusions into Classes I, II, and III based on the molar relationship. It also discusses modifications to Angle's system by Dewey and others. The document provides examples to illustrate different types of individual tooth malpositions and dental arch malrelationships. It emphasizes that understanding these classification systems is important for orthodontic diagnosis and treatment planning.
1ST, 2ND AND 3RD ORDER BENDS IN STANDARD EDGEWISE APPLIANCE SYSTEM /Fixed ort...Indian dental academy
Indian Dental Academy: will be one of the most relevant and exciting training center with best faculty and flexible training programs for dental professionals
who wish to advance in their dental practice,Offers certified courses in Dental implants,Orthodontics,Endodontics,Cosmetic Dentistry, Prosthetic Dentistry,
Periodontics and General Dentistry.
Diseases of the pulp:Part 1- Development, Physiology, Histology of Dental PulpDeepthi P Ramachandran
The development, physiology, histology of the dental pulp is briefly discussed. The features of the pulp as a connective tissue, its cells,fibers, innervation, vascularity are dealt with
The maxilla develops from tissues of the first branchial arch and forms intramembranously. Around the fourth week, a bulge appears on the embryo corresponding to the developing brain, below which a depression called the stomatodeum forms. The maxillary process then forms as a bud from the dorsal end of the mandibular arch, which forms the lateral wall of the stomatodeum.
prenatal and post natal development of maxillaNoufal Tk
This document discusses the prenatal and postnatal growth and development of the maxilla. It begins with definitions of growth and development, then describes the anatomy and embryology of the maxilla. Prenatally, the maxilla develops from the first pharyngeal arch. Postnatally, it grows through endochondral ossification, displacement due to cranial base growth, growth at sutures, and surface remodeling. Key factors in maxillary growth include the lacrimal suture, maxillary tuberosity, tooth drift, and expansion of the nasal airway and palate. Orthodontic appliances like headgear and face masks can be used to influence maxillary growth.
The document discusses the growth and development of the maxilla from prenatal development through postnatal changes. It covers key topics like the theories of growth, growth spurts, and the development of structures like the palate. Prenatally, the maxilla develops from the first pharyngeal arch and forms through intramembranous ossification. The maxilla and premaxilla have distinct centers of ossification that spread during development.
Theories of craniofacial growth in the postgenomic era123 /certified fixed or...Indian dental academy
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and offering a wide range of dental certified courses in different formats.
Indian dental academy provides dental crown & Bridge,rotary endodontics,fixed orthodontics,
Dental implants courses.for details pls visit www.indiandentalacademy.com ,or call
0091-9248678078
Application of computers in orthodontics /certified fixed orthodontic course...Indian dental academy
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and offering a wide range of dental certified courses in different formats.
Indian dental academy provides dental crown & Bridge,rotary endodontics,fixed orthodontics,
Dental implants courses.for details pls visit www.indiandentalacademy.com ,or call
0091-9248678078
The document discusses third molars and their significance in orthodontic treatment and relapse. It covers topics such as the development, eruption pathways, and impaction of third molars. Regarding development, there is great variation in the timing and completion of root formation, which usually occurs between ages 12-25. Eruption typically happens around ages 19-21. A shortage of space between the second molar and ramus is a major risk factor for impaction. Various radiographic techniques can be used to assess third molar space, with rotational tomograms providing the most accurate estimates.
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
This document provides information on nutrition and balanced diets. It defines key terms like nutrition, diet, and nutrients. It describes the classification of foods by origin, chemical composition, predominant function, and nutritive value. The major nutrients of proteins, fats, carbohydrates, vitamins, and minerals are explained. A balanced diet is outlined as one containing different types of foods in adequate quantities and proportions to meet energy and nutrient needs. Recommended dietary allowances and nutritional assessment methods are also summarized.”
Anthropological concepts of clinical orthodonticsSaibel Farishta
The document discusses anthropological concepts relevant to orthodontics. It begins with an introduction to anthropology and its subfields like physical, cultural, linguistic and archaeological anthropology. It then covers evolution and theories of evolution like Lamarckism, orthogenesis and natural selection. Key topics in human evolution are discussed - evolution of the face, jaws, teeth and their attachments. Hominid evolution is outlined from early apes to Homo sapiens. Concepts in dental anthropology like indices and tooth traits are also summarized.
The document discusses a study investigating the magnitude of the collum angle (the angle between the long axis of the crown and root of the maxillary central incisor) in patients with Class II division 2 malocclusion compared to Class I and Class II division 1 malocclusions. The study found the collum angle was highest in Class II division 2 patients, particularly when the lower lip line contacted the middle third of the central incisor. A higher collum angle correlated with a more cervically positioned lower lip line. The position of the lower lip significantly influences the crown-root angulation of maxillary incisors.
Growth and development of maxilla and mandible/endodontic coursesIndian dental academy
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
This document defines malocclusion and discusses its causes. Malocclusion is an incorrect relationship between the maxilla and mandible caused by factors acting alone or in combination, including genetics, environment, and specific disturbances. Specific causes include disturbances during embryonic development such as fetal alcohol syndrome, failures in neural crest cell migration seen in Treacher Collins syndrome, and birth injuries. Growth disturbances in the fetal period and childhood, such as intrauterine molding and fractures, can also cause malocclusion. Disturbances during adolescence like hemi-mandibular hypertrophy and acromegaly are other potential causes. Disturbances of dental development, including missing, malformed, supernumerary, and traumatically displaced
Basic mechanism of craniofacial growth /certified fixed orthodontic courses b...Indian dental academy
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and offering a wide range of dental certified courses in different formats.
Indian dental academy provides dental crown & Bridge,rotary endodontics,fixed orthodontics,
Dental implants courses.for details pls visit www.indiandentalacademy.com ,or call
0091-9248678078
This document provides an overview of adjunctive orthodontic treatment for adults. It discusses the differences between adjunctive and comprehensive orthodontic treatment. Adjunctive treatment aims to facilitate other dental procedures by repositioning teeth, while comprehensive treatment focuses on achieving an ideal occlusion and may involve orthognathic surgery. The document outlines various procedures used in adjunctive treatment, including uprighting posterior teeth, crossbite correction, and forced eruption. It also discusses biomechanical considerations, timing of treatment, and alignment of anterior teeth.
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
This study compares the elastic properties of four orthodontic wire materials: stainless steel, cobalt-chromium, nickel-titanium, and beta-titanium. The study uses formulas to calculate ratios of bending strength, stiffness, and range for different wire configurations under bending and torsion stresses. The results show that nickel-titanium provides the most flexibility and is best for initial tooth alignment. Beta-titanium is superior for intermediate stages requiring flexibility. Stainless steel and cobalt-chromium are best for stability in the later stages.
This document discusses various classifications of malocclusion. It begins by dividing malocclusions into three broad types based on whether the malocclusion involves individual tooth positions, the dental arch relationship, or an underlying skeletal issue. It then discusses Angle's classification system, which divides malocclusions into Classes I, II, and III based on the molar relationship. It also discusses modifications to Angle's system by Dewey and others. The document provides examples to illustrate different types of individual tooth malpositions and dental arch malrelationships. It emphasizes that understanding these classification systems is important for orthodontic diagnosis and treatment planning.
1ST, 2ND AND 3RD ORDER BENDS IN STANDARD EDGEWISE APPLIANCE SYSTEM /Fixed ort...Indian dental academy
Indian Dental Academy: will be one of the most relevant and exciting training center with best faculty and flexible training programs for dental professionals
who wish to advance in their dental practice,Offers certified courses in Dental implants,Orthodontics,Endodontics,Cosmetic Dentistry, Prosthetic Dentistry,
Periodontics and General Dentistry.
Diseases of the pulp:Part 1- Development, Physiology, Histology of Dental PulpDeepthi P Ramachandran
The development, physiology, histology of the dental pulp is briefly discussed. The features of the pulp as a connective tissue, its cells,fibers, innervation, vascularity are dealt with
The maxilla develops from tissues of the first branchial arch and forms intramembranously. Around the fourth week, a bulge appears on the embryo corresponding to the developing brain, below which a depression called the stomatodeum forms. The maxillary process then forms as a bud from the dorsal end of the mandibular arch, which forms the lateral wall of the stomatodeum.
prenatal and post natal development of maxillaNoufal Tk
This document discusses the prenatal and postnatal growth and development of the maxilla. It begins with definitions of growth and development, then describes the anatomy and embryology of the maxilla. Prenatally, the maxilla develops from the first pharyngeal arch. Postnatally, it grows through endochondral ossification, displacement due to cranial base growth, growth at sutures, and surface remodeling. Key factors in maxillary growth include the lacrimal suture, maxillary tuberosity, tooth drift, and expansion of the nasal airway and palate. Orthodontic appliances like headgear and face masks can be used to influence maxillary growth.
The document discusses the growth and development of the maxilla from prenatal development through postnatal changes. It covers key topics like the theories of growth, growth spurts, and the development of structures like the palate. Prenatally, the maxilla develops from the first pharyngeal arch and forms through intramembranous ossification. The maxilla and premaxilla have distinct centers of ossification that spread during development.
Theories of craniofacial growth in the postgenomic era123 /certified fixed or...Indian dental academy
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and offering a wide range of dental certified courses in different formats.
Indian dental academy provides dental crown & Bridge,rotary endodontics,fixed orthodontics,
Dental implants courses.for details pls visit www.indiandentalacademy.com ,or call
0091-9248678078
Application of computers in orthodontics /certified fixed orthodontic course...Indian dental academy
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and offering a wide range of dental certified courses in different formats.
Indian dental academy provides dental crown & Bridge,rotary endodontics,fixed orthodontics,
Dental implants courses.for details pls visit www.indiandentalacademy.com ,or call
0091-9248678078
The document discusses third molars and their significance in orthodontic treatment and relapse. It covers topics such as the development, eruption pathways, and impaction of third molars. Regarding development, there is great variation in the timing and completion of root formation, which usually occurs between ages 12-25. Eruption typically happens around ages 19-21. A shortage of space between the second molar and ramus is a major risk factor for impaction. Various radiographic techniques can be used to assess third molar space, with rotational tomograms providing the most accurate estimates.
The Indian Dental Academy is the Leader in continuing dental education , training dentists in all aspects of dentistry and
offering a wide range of dental certified courses in different formats.for more details please visit
www.indiandentalacademy.com
This document provides information on nutrition and balanced diets. It defines key terms like nutrition, diet, and nutrients. It describes the classification of foods by origin, chemical composition, predominant function, and nutritive value. The major nutrients of proteins, fats, carbohydrates, vitamins, and minerals are explained. A balanced diet is outlined as one containing different types of foods in adequate quantities and proportions to meet energy and nutrient needs. Recommended dietary allowances and nutritional assessment methods are also summarized.”
Scientists analyzed over 1 million tissue samples and found several key genetic mutations that are strongly associated with an increased risk of developing cancer. Certain genetic mutations were seen to occur more frequently in tumor cells compared to normal tissues. Further research is needed to fully understand how these genetic factors influence cancer development and potentially enable new targeted treatment approaches.
Prima sessione formativa per giornalisti e ong sull'uso professionale dei Social Media all'interno del progetto Devreporter Network - Comunicare in rete per lo sviluppo, sessione a cura di Fabrizio Furchì
Marketing positivo Smau 22 ottobre 2014 La Content
Workshop tenuto allo Smau ill 22 ottobre per presentare il libro "Facebook Marketing" scritto con Luca Conti per Hoepli.
Questo libro non vuole essere né un manuale di istruzioni, né una guida da consultare in caso di necessità. È il frutto di un’idea che nasce dall’esperienza diretta, pratica e quotidiana, sul social net- work più famoso del mondo di chi questo libro l’ha scritto, delle aziende e dei testimonial che si sono confrontati con noi in questi mesi raccontandoci certezze, obiettivi e prospettive del marketing online. Prima dell’avvento di Facebook la comunicazione era diver- sa, non necessariamente migliore, ma differente. L’approvazione sociale, uno dei cinque gradini della piramide di Maslow, era un beneficio per poche persone. Anche l’autorealizzazione, altro gradino tra i più alti della scala, non veniva considerata come un desiderio da appagare quotidianamente. Oggi, centinaia di milioni di persone la cercano attraverso un Like (il “Mi piace” che tornerà spesso in queste pagine) o tramite un commento a una foto pubblicata. Questo volume parte da qui.
Come si è evoluto il ruolo del consumatore e delle aziende con l'avvento dei nuovi media digitali.
IIS Polo Tecnico “Franchetti Salviani” - Città di Castello
Francesco Conticello - La comunicazione digitale negli eventi: digital opport...MasterBrandManagement
Slide presentate l'8 Novembre 2013 in occasione dell'evento "Digital Branding - How to share the (italian) lifestyle" organizzato dal Master IED in Brand Management.
Laureato in Giurisprudenza, ha due master in comunicazione strategica e d’impresa ed è attualmente direttore della comunicazione e di produzione di Gruppo Next, tra le prime agenzie in Italia ed in Europa per ideazione e creazione di eventi e convention, viaggi incentive e marketing.
La sua formazione culturale inizia all’estero, in Svizzera, a Ginevra presso il WWF International in qualità di Coordinator of fundraising and marketing Europe e prosegue in Nicaragua, sempre nel terzo settore, al CISP Intenational.
Nel 2002 rientra in Italia, a Milano dove viene chiamato da Methodos Spa, società di consulenza di direzione nel supporto ai processi di change.
L’intervento di Francesco Conticello sarà incentrato sul digital lifestyle e sul suo impatto sul mondo degli eventi, la cui gestione è stata totalmente stravolta dalla digitalizzazione. Dalla promozione degli eventi che attualmente passa soprattutto attraverso i social, alle nuove “digital opportunity”, passando per la nuova frontiera degli eventi digitali.
Pearinar 1 - social media business (http://www.unclepear.com/social-media-pearinar-1)
1. Introduzione al web 2.0
Gli strumenti
Il Consumatore Post-moderno
2. Social media per il business
planning di una strategia online
3. L'utilizzo ottimale degli strumenti in ambito aziendale
4. Le nuove tendenze
I social network opportunità business per le PMI - Presentazione SMAU BolognaMichele Dell'Edera
In questa presentazione ho provato ad affrontare il tema dell'uso strategico dei Social Network e del web 2.0 nelle PMI, senza tralasciare anche l'impatto organizzativo che, l'introduzione di tali strumenti e di tali strategie, hanno sull'azienda.
Risultati della ricerca condotta dal Master in Social Media Marketing & Web Communication IULM sull'uso dei social media da parte delle aziende italiane.
L'indagine si è svolta nel periodo tra maggio e novembre 2010.
Ricerca sull'uso dei social media da parte delle aziende di moda italiane condotta dall'Istituto di Comunicazione IULM. Primo settore esaminato: moda. Risultati della prima fase: ricerca desk.
Cosa significa gestire una impresa del benessere in una ottica di Marketing per differenziarsi, crescere e aumentare le proprie vendite
- strategie di prodotto e di mercato
- strategie per differenziarsi
- la comunicazione interna ed esterna
- tecniche di vendita nel centro estetico
- il merchandising: come posizionare prodotti e immagini
autore: Dott. Fabrizio Cianca
Esperto e consulente di Marketing, comunicazione e vendita. Direttore dell'Istituto di estetica e Look (ente di formazione accreditato dalla regione Lazio per la formazione in area estetica e benessere)
Come le social chat app si stanno imponendo nello scenario del social media marketing moderno. Panoramica, vantaggi, svantaggi ed esempi di strategie di social media marketing con le social chat apps di maggior successo.
Influence Marketing: panoramica sulla situazione attuale della pratica, arricchita da statistiche ed informazioni sui tools dedicati, oltre ad alcuni esempi di campagne di successo.
Space management e Visual Merchandising in ambito Retail (by Fabio Bullita)Fabio Bullita
Pratiche di Visual Merchandising tipiche di una rete vendita di medie/grandi dimensioni, applicate con l'obbiettivo di massimizzare la redditività a metro quadro e il senso di appartenenza del cliente (by Fabio Bullita)
La formazione sull'uso professionale di Facebook per promuovere un'attività sociale e coinvolgere la propria community a una causa, tenuta da Julius Design per il progetto DevReporter Network
Il Web 2.0 e i contenuti generati dagli utenti: opportunità o minaccia?
Conoscere, utilizzare e trarre vantaggio dai siti di social networking ad es. Facebook, MySpace, LinkedIn, Ning, etc.
Quattro passi tra social media e nuovo webMatteo Ranzi
Riflessioni e dati (aggiornati ad Aprile 2010, mese in cui è stata preparata la presentazione) su social media, nuovo web e sul ruolo delle persone nei confronti delle aziende negli scenari del web 2.0.
La presentazione di Galeati Alessandro durante il seminario"è comunicazione se c'è relazione" sul tema delle pr online e delle dinamiche relazionali in rete. L?incontro è realizzato nell'ambito del progetto "sinergie" dagli Associati per gli Associati promosso da Confindustria Ravenna
Slides del seminario tenuto a SMAU 2009 (Milano) il 23 ottobre, dedicato ad alcune problematiche relative al Web 2.0 suggerite dal pubblico (inviate al relatore nelle settimane precedenti). Le domande a cui sono state date risposte sono:
1 - Perché sottovaluti l’impatto che uno strumento come Wikipedia ha sull’esperienza quotidiana di migliaia di utenti?
2 - Si può trasformare il Web 2.0 in un ritorno economico per l’azienda? E per una PA?
3 - Perché parli del Web 2.0 come di un passo indietro per l’accesso universale?
4 - Il tuo parere sulla politica 2.0 e su fenomeni come Grillo.
In che misura la progettazione di interfacce per piattaforme 2.0 e social media si differenzia e contraddistingue rispetto all'approccio utilizzato per il Web design?
Quali sono le peculiarità e gli impatti in termini di innovazione portati dal Social Web?
Alcune riflessioni ispirate dal libro "Designing for the Social Web" - Joshua Porter
GreenFleet e Web 2.0: i social network a supporto della mobilità sostenibileFLEETBLOG
Il tema dei social network è spesso controverso, in particolare nel suo rapporto con l’impresa. Molte di queste infatti ne oscurano l’utilizzo ai dipendenti o hanno deciso di non impiegarli per comunicare con il mondo esterno. La seguente relazione non è ne pro, ne contro i social network, si vuole solo valorizzare quegli elementi positivi (se ve ne sono) a supporto dell’ambiente e della mobilità aziendale cogliendone gli attuali utilizzi di case auto, società di noleggio e aziende con flotte importanti, lasciando però all’uditore un giudizio di merito e soprattutto il cogliere quegli spunti d’interesse impiegabili nel proprio contesto aziendale.
AGGIORNATA 30/1/2010
Importanza dei social media per le PMI italiane. L'outsourcing puo' essere un mezzo per stabilire e mantenere una presenza sui principali social network in maniera efficace.
La presentazione del dott. Pavolini tratta del web 2.0 e delle opportunità che esso offre alle imprese per l’implementazione di nuove strategie di marketing.
Expo Dental Forum , Fiera Milano City il 17 Ottobre 2014
Utilizzare il Web per non cadere nella rete... laboratorio sul web 2.0 per il team odontoiatrico
Semantica dei nuovi media: il wikivocabolario (quinta versione)Dino Amenduni
Quaranta parole-chiave (aggiornabilissime) per chi lavora online e sui social media: strategie, tattiche, buone pratiche, strumenti, opportunità e limiti.
Aziende e il Web 2.0: cambiare il modo di pensareAntonio Pavolini
Come cambia la comunicazione aziendale con l'evoluzione del Web che sconvolge, e a volte rovescia i flussi comunicativi tra l'azienda e i suoi interlocutori? Una breve (?) escursione nei fenomeni che cambiano non solo un profilo professionale, quello del corporate communication manager, ma anche e soprattutto il suo approccio culturale nei confronti degli stakeholders.
Strategie e tecniche di social business networking con LinkedIn.
Intervento di Leonardo Bellini durante l'evento formativo organizzato dalla Fondazione Ordine Ingegneri della PV. di Milano
Come impostare una strategia di content marketing sui social networks. Il processo da seguire, esempi e applicazioni per creare social post efficaci, ad alto tasso di gradimento e di conversione.
Come misurare le prestazioni di una FanPage, quali metriche considerare e quali took di facebook analytics utilizzare. A cura di Leonardo Bellini - DML www.digitalmarketinglab.it
Pro e contro tra Mobile app e sito web ottimizzato per il Mobile. Alcuni estratti di una ricerca Forrester sull'utilizzo delle mobile App per il settore retail
Come lanciare un infoprodotto digitale mediante la creazione di un Funnel secondo Product Launch Formula di Jeff Walker e il CVO System di Ryan Deiss (Digitalmarketer.com). Nella presentazione descrivo il funnel che ho utilizzato per lanciare la 1° versione del corso online LinkedIn for Business #LinkedInForBusiness
Introduzione alla Social media Employee advocacy: come far leva sui dipendenti per trasformarli in brand advocate; i vantaggi, alcuni casi di successo e come si struttura un progetto di employee advocacy.
Quali sono le best practice da seguire per massimizzare l'efficacia dei nostri post, tweet e in generale contenuti sui social network? n queste slide trovate alcuni suggerimenti.
Il modello SOSTAC e PRACE di SmartInsights.com, presentato al Master Social media marketing dello IULM. Come impostare una strategia di marketing digitale secondo un modello che considera le 4 fasi del funnel: 1) Reach 2)Act 3)Convert 4) Engage.
Linkedin per le aziende - mio intervento alla Luiss Business SchoolDML Srl
Guest Speech di Leonardo Bellini su LinkedIn per le aziende, all'interno del Corso Executive Digital Marketing & Social communication II Modulo - coordinato dal Prof. Mauro Facondo
Perché ha senso investire e fare marketing su Instagram. Strategia, tattiche, best pratice, consigli, e tool per ottimizzare la vostra presenza su Instagram
Alcuni concetti chiave preparati per The Startup Training, il percorso professionale organizzato da CRIOS - Università Bocconi, con LSM Italia e The Doers.
In che modo i social media possono essere funzionali e aiutare la nascita, crescita ed evoluzione di una Startup? Quali sono i canali social su cui vale la pena invesitre? In quale ordine e con quale scopo? Come misurare i ritorni in base agli obiettivi?
Mio intervento all'interno del Workshop dal titolo: " Come incrementare il tuo personal branding, la tua reputazione e generare traffico attraverso LinkedIn Pulse" durante Social case history forum 2015
I fattori di posizionamento per il SEO; le 3 dimensioni, fattori interni, esterni e technical SEO. Quali sono i fattori più importanti secondo Moz e searchmetrics.com
34. Alcuni Siti per i widget www.widgetbox.com www.splashcast.net
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40. Partecipazione alle attività dell’onda anomala La % di coloro che guarda o legge è superiore a chi scrive o carica un video
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44. A che livello della scala sono i tuoi clienti? 1 . I creatori 2. I critici 3. I collezionisti 4. I socievoli 5. Gli spettatori 6. Gli inattivi
45. Online Profile tool di Forrester Research visitate: http://www.forrester.com/Groundswell/profile_tool.html
46. Profilo Social technographics per ragazzi/e US Alta % di socievoli. I ragazzi sono Creatori, critici, e collezionisti + attivi delle ragazze La % dei socievoli è quasi identica tra Ragazzi e ragazze Se foste nel marketing di MTV , come utilizzereste questa info? Su FB ci sono + di 500 gruppi che hanno tra le loro keyword MTV …
47. Profilo Social technographics per le Alpha Moms Il gruppo di madri Usa molto attive (reddito familiare 55.000 $) lavoratrici e Appassionati di tecnologia, Tengono alla famiglia e vogliono essere madri eccellenti Solo l’11% sono creatori Il 27% sono critici Il 54% sono spettatori Le Alpha Mom Anziché pensare ai blog , tipico dei Creatori, conviene pensare ai Forum , votazioni e recensioni, modalità reattive di partecipazione, tipica dei Critici
48. Profilo Social technographics per Americani adulti Il gruppo di americani adulti partecipa comunque All’onda anomala Il 39% sono spettatori per la fascia 52-63 Solo l’8% sono creatori (gestiscono Blog..) Americani over 52 Il budget legato alle attività dell’onda anomala sarà ridotto rispetto altre azioni di marketing..
49. Profilo Social technographics per 2 segmenti: Toys’r Us e LL Beans Per un’azienda di vendita al Dettaglio ha + senso creare Una community, un blog, o creare un gruppo su FB o una pagina su Myspace? I clienti di Toys’r us sono + Socievoli, critici e creatori di quelli di L.L.Bean Il sito di Toys’r Us dovrebbe puntare maggiormente su votazioni e recensioni sul proprio sito web
60. Funzioni di business e le alternative offerte Funzione di Business Nuovo Obiettivo, grazie all’onda anomala Differenze rispetto alla funzione tradizionale Ricerca Ascoltare Monitoraggio costante delle conversazioni vs Indagini di mercato e Focus group Marketing Parlare Non solo comunicare ma Partecipare alle conversazioni a 2 vie, e stimolarle Vendite Mobilitare Fare in modo che i clienti + entusiasti vi aiutino a vendere prodotti o servizi ad altri clienti Customer Service Fornire Supporto Mettere i clienti nelle condizioni di aiutarsi a vicenda Sviluppo Accogliere Aiutare i clienti a collaborare per trovare nuove idee per sviluppare o migliorare i vostri prodotti
61. Ruolo Management Le nuove attività Applicazioni Social Metriche R&D Ascoltare : acquisire profonda conoscenza dei clienti Monitoraggio Brand Community per la ricerca e l’innovazione Maggiore conoscenza dei clienti Nuove idee di prodotti Maggiore velocità di sviluppo e time to market Marketing Parlare : usare le conversazioni per promuovere prodotti Blog Community Video sui siti basati su UGC Migliore market awareness Buzz online Tempo speso sui siti Incremento vendite Vendite Mobilitare : identificare i clienti + entusiasti per influenzare gli altri Social Networking Programmi per Brand Ambassador Community Membership Buzz online Incremento vendite Supporto Supportare : permettere ai clienti di aiutarsi a vicenda per risolvere i probemi Forum di supporto Wiki Numero di membri attivi volume di domande risposte online riduzione telefonate al Call center Operations Fornire ai dipendenti strumenti per aiutarsi nel trovare modi efficaci per fare business Forum interni Wiki interne Numero di membri attivi aumento efficienza operativa Decremento email
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64. Da un punto di vista strategico… Come riusciremo a coinvolgere i nostri clienti? Come tale coinvolgimento cambierà nel tempo?
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68. Customer Insight : sfruttare l’onda anomala per fare ricerca e per capire meglio i clienti 1. Ascoltare
69. Saper ascoltare l’onda anomala Il vostro brand è quello che dicono i vostri clienti Le marche appartengono ai clienti, non alle aziende
78. Mini Usa: monitoraggio del dialogo online Cosa appassiona i proprietari di una Mini? Come trarne vantaggio? La soluzione è ascoltare. I risultati del customer insight di Mini Usa (2006): I proprietari di una Mini si sentono membri di un club esclusivo .
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80. I risultati 3000 clienti partecipanti agli eventi 2100 foto su Flickr 8 video su YouTube Incremento citazioni e commenti positivi online
81. Perché rafforzare la community dei Mini owners? L’uso dell’indicatore “online promoter score” ha dimostrato che: aumento dell’attività dei promotori online (raccomandazione del prodotto Mini) aumento delle vendite nel mese successivo
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83. Mattel Nome progetto: The Playground Cos’è? Una community online di 500 mamme con bambini da 3 a 10 anni Committente: Mattel Owner del progetto: Communispace Quando: creata nel Giugno 2007 Perchè: ascoltare e capire i bisogni delle mamme per favorire la crescita del business e l’innovazione
84. La crisi Autunno 2007 Ritiro dal mercato di giocattoli non conformi alle norme americane. Scuse con videomessaggio diRobert Eckert, AD di Mattel Entra in scena la Playground Community : viene utilizzata per mitigare le paure e per affidare al gruppo di mamme fedeli e coinvolte la reazione alla tempesta.
85. The Playground Community Le mamme della community hanno fornito alla Mattel importanti insights: Sensazioni a proposito del ritiro Nuova visione della Mattel preoccupazioni per giocattoli prodotti in Cina Percezione del piano di risposta di Mattel Paure che le mamme nutrivano e condividevano Cosa poteva fare Mattel per aiutarle
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87. Considerazioni La strategia di ascolto della Mattel ha aiutato l’azienda a gestire la crisi e solidificare la relazione delle mamme con il brand . Mattel ha rafforzato la percezione di essere un brand che si prende cura dei bambini e delle loro famiglie.
88. Chi dovrebbe vederlo? A chi dovrebbe inoltrarlo? Perché dovrebbe inoltrarlo? 2. Talking
90. Intuit: contesto Intuit è un’azienda nata nel 1983 e oggi quotata in borsa. Conta 8.000 dipendenti. E’ un fornitore di soluzioni per la gestione finanziaria e del business per le PMI, istituti finanziari, esperti contabili e clienti finali. Quicken , il primo software sviluppato, è dedicato alla finanza personale , per semplificare il problema comune a molte famiglie: il controllo del bilancio familiare. I prodotti di punta sviluppati sono Quicken , Quickbooks e Tax Driven . In particolare Quickbooks è un software per la gestione della contabilità nelle piccole aziende.
91. Concept La QuickBooks Online Community di Intuit è una community online Obiettivo: fornire un luogo virtuale dove gli utenti che utilizzano il software quotidianamente possono parlare di QuickBooks ma anche di problematiche legate alle piccole imprese
97. Risultati I numeri: 3 milioni di visitatori all’anno 4 milioni di piccole imprese iscritte 90% di risposte fornite con successo dai membri della community agli altri membri e riduzione delle telefonate a call center di Intuit.
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100. Benefici: un esempio Lancio di Windows Vista Problemi di stampa con le HP Post di Vince Ferraro, vicepresidente HP, su come risolvere i problemi Apertura di un flusso di comunicazione con i clienti che riscontrano il problema e post più dettagliato di Vince Ferraro Il post scala la classifica di Google per la ricerca “problemi stampanti HP Vista”
103. I prodotti femcare di P&G Prodotto da promuovere: assorbenti Target: teenager da 11 a 15 anni circa Reazione alla pubblicità tradizionale: imbarazzo delle ragazzine + disapprovazione dei genitori Soluzione : Nuovo modo di parlare alle consumatrici>> Risolvere i loro problemi invece di lanciare messaggi di marketing Strumenti: una community dedicata alle ragazzine e alla loro vita da adolescenti. Nasce beinggirl.com
104. La community beinggirl.com Temi trattati: Aspetti legati al processo di crescita Condivisione delle esperienze Sezione curata da una psicologa Brand Tag a chiusura di post o interventi degli esperti Partnership con Sony BMG per la distribuzione gratuita di contenuti musicali
105. Risultati 2 milioni di visitatori al mese in tutto il mondo 29 Paesi coinvolti Creazione di un social network fra consumatrici P&G è diventata parte del dialogo con le community member grazie a campioni gratuiti e sottili messaggi di branding. Ha creato uno strumento 4 volte più efficace degli spot tradizionali Ha aggiunto alla categoria di prodotto assorbenti, anche gli shampoo Herbal Essence e rasoi Venus
106. Chi dovrebbe vederlo? A chi dovrebbe inoltrarlo? Perché dovrebbe inoltrarlo? 3. Energizing
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109. Mobilitare i clienti Votazioni e recensioni curate dai clienti aiutano gli altri clienti a: scegliere i prodotti prendere decisioni sull’acquisto Superare l’insicurezza di non poter toccare il prodotto
110. Community di eBags Non esiste una community che parli di bagagli ma eBags ha fatto leva sul legame intimo che esiste tra il bagaglio e il suo proprietario. Dopo 21 giorni dall’acquisto spedisce un’email per invitare gli utenti a recensire il prodotto acquistato. Il 22% recensisce i prodotti. Il 76% dei clienti ricorre alle recensioni prima di acquistare* L’80% delle recensioni tende a essere positivo* Le recensioni si autoalimentano: Leggo le recensioni>>compro>>uso il prodotto>>scrivo le recensioni>>community *Fonte: Forrester Research
111. Chi dovrebbe vederlo? A chi dovrebbe inoltrarlo? Perché dovrebbe inoltrarlo? 4. Supporting
112. Chi dovrebbe vederlo? A chi dovrebbe inoltrarlo? Perché dovrebbe inoltrarlo? 5. Embracing
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114. Timberland's Earthkeepers Committente: Timberland Owner del progetto: Context Optional, social marketing company Progetto da promuovere: Timberland's Earthkeepers , iniziativa nata per piantare alberi veri nelle regioni deforestate Tool e canali della strategia: social media, word-of-mouth, senza budget dedicati per la campagna
117. I risultati del messaggio virale 325mila alberi virtuali (Sept08) 325mila alberi veri piantati 100mila membri della community 1.750.000 semi spediti nei 4 mesi dal lancio della campagna Gli alberi sono stati bagnati 3 milioni di volte e Timberland con Green Net ha piantato nel deserto di Horqin /Cina settentrionale 325mila alberi veri. Oggi gli alberi virtuali sono oltre 1 milione . Gli utenti più appassionati alla causa hanno organizzato eventi su Facebook per radunare nella foresta virtuale altri membri da tutto il mondo e bagnare insieme i semi a favore della Earthkeepers community.
118. Chi dovrebbe vederlo? A chi dovrebbe inoltrarlo? Perché dovrebbe inoltrarlo? 6. Managing
120. Universal McCann: il contesto Universal McCann è una global media communications agency Il suo mantra è " Next Thing Now.“ Universal McCann costituisce uno dei top-ten global media network con 90 uffici in 66 paesi e oltre 2800 dipendenti Brand site: www.universalmccann.com
121. Concept Universal McCann lavora nel contesto dei media che è in continua evoluzione. il mantra dell’azienda è 'Next Thing Now ’. Da questa esigenza è nata l’idea di condividere e apprendere dalla conoscenza e l’esperienza collettiva Obiettivo di Universal McCann : gestire l’incredibile fonte di info e l’esperienza dei propri dipendenti in maniera alternativa I tool di social networking si sono rivelati lo strumento migliore per facilitare la comunicazione e la condivisione della conoscenza oltre le barriere geografiche.
122. LIMO – lo spazio collaborativo per il team SONY
132. La selezione dei candidati per il 2008 2008 Forrester Groundswell Awards Winners 6. Groundswell Awards
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Hinweis der Redaktion
Collisione di 3 forze: Le persone La tecnologia (73% cittadini USA usa internet, il 64% degli europei). La tecnologia diventa social, interattiva, facile, multi-device e orientata alle persone (Facebook, Msn) L’economia online: traffico equivale a denaro (14,6 miliardi di $ mercato della pbblicità online negli USA nel 2007)
Ogni scalino della scala rappresenta un consumatore maggiormente coinvolto nell’onda anomala rispetto allo scalino + in basso. Per raggiungere uno scalino un consumatore deve compiere almeno una attività almeno 1 volta al mese
Research > Listening Marketing > Talking/Listening Sales > Energizing MD Anderson teamed with Communispace to listen to concerns/issues re: cancer patients. E.g. – waiting for treatment was a real problem (time is precious). Learned they need to reach out more pro-actively to primary care physicians Talking (2-way) vs. Shouting Case studies: P&G Tampons, Sermo/Vyvanse. Energizing – helping your best customers recruit others. Gardasil Facebook application. Spread public awareness. Controlled messaging, video, post your support on the wall, use icon/background Supporting – enabling customers to support each other. AstraZeneca’s Arimidex. Create your own avatar – invite your friends to send messages of support (”Celebration chain”) Embracing – involving your customers. My Starbucks idea. 50,000 suggestions received; 40 implemented. Educate executives/legal; find your innovators; engage Legal early; start with limited scope project (1 specific area and audience); include separate resources for internal/external interfacing; partner with third parties with established solutions.
Puntando sulla "Wisdom of the Crowd“ i clienti di Intuit ricevono molte più info e assistenza di quella che l’azienda potrebbe fare.
L’agenzia si rivolge a leading marketer e strategic thinker di aziende come Coca-Cola, ExxonMobil, Johnson & Johnson, Mastercard, Microsoft, Sony, Bacardi, L’oreal e UPS.
I suoi dipendenti devono avere sempre il polso di quello che sta succedendo a livello mondiale nel settore dei media, soprattutto per incarnare e rispettare Universal McCann ha costruito una " Facebook for the Enterprise ,“ un professional (vs. social) network chiamata “ Limo”, che aiuta i 3mila dipendenti in oltre 60 paesi a seguire meglio clienti come Sony, Johnson & Johnson e Exxon Mobil
Il risultato è che i dipendenti sono costantemente meglio informati e più strettamente connessi con i colleghi che hanno info di valore da condividere. L’azienda fornisce un servizio migliore ai suoi clienti. E i clienti sono più soddisfatti e più propensi ad una relazioe più stretta con l’agenzia Universal McCann.
attel's Worldwide Consumer Insights Department created The Playground, a private online community of 500 moms with kids aged 3—10, with Communispace in June 2007 to help them listen to and gain insight into the lives and needs of moms to help drive growth and innovation. During the fall of 2007, Mattel had a series of product recalls on popular toy brands that sent the organization reeling. In order to make things right with their consumers as quickly as possible and assuage consumers' fears they turned to the Consumer Insights Department and its Playground Community for guidance. Using this group of highly engaged and dedicated moms, they were able to weather the recall storm so that their business, heading into the busy holiday season, wouldn't be battered beyond recognition. Moms from the community provided Mattel with insights around how they felt about the recall, how they felt about Mattel, how they felt about China-produced toys, their perceptions of Mattel's response plan, what their biggest fears and concerns were, and what Mattel could do to help them. Despite several worldwide product recalls in 2007, Mattel reported fourth quarter 2007 sales had increased 6% over last year. Having a primed and ready group of brand advisors in The Playground Community to help at a moments notice was key to making the right moves and keeping the business on track. Via Mattel's Worldwide Consumer Insights Department, CEO Bob Eckert, his senior management, and Mattel's corporate communications team received regular updates from the community during the crisis period. The community gave them the information they needed to develop relevant and meaningful messages for the market. During some of the most trying times, the community was responding daily to Mattel's requests for guidance and providing honest and thoughtful feedback that was only possible because they had already begun a relationship with members through The Playground. Mattel's listening strategy helped it to weather a difficult period and further solidified its relationship with moms as a brand that cares deeply about children and their families.
he challenge was to launch a free checking account for the under 25 group and connect with the youth market in Northern Alberta. But how do you raise brand awareness with members of the seemingly unreachable Generation Y and create excitement and understanding with all 400 staff members? We named the new product Young & Free and created a fully integrated marketing campaign combined with a spokesperson search to find the voice of Alberta's under 25 crowd. The whole campaign comes to life on a dedicated microsite at YoungFreeAlberta.com. By bringing this vibrant youth brand to life in a way young people would accept, we positioned Common Wealth as a progressive and transparent financial institution with heart. We embraced the power of the social web by tapping into popular sites like YouTube, Facebook, Flickr and Twitter to create an immersive experience where compelling user-generated content takes centre stage. The program launched in October 2007 with a two-month search and competition to find a dedicated Young & Free Alberta Spokesperson. Our winner, Larissa Walkiw, became a paid employee of the credit union, working full time with the job description: talk, type and tell good stories. For her nine-month term, Larissa was essentially a full time blogger for the credit union. We have now launched the year two search. Benefits include: 63,431 site visits 197,529 page views 3:14 average visit 80,726 YouTube views 906 blog comments 230 Facebook fans 101 Twitter followers $179,000 unpaid media 2,000,000+ impressions 2,316 Y&F accounts $3,587,000 new funds Account openings have been brisk, site traffic has exceeded expectations and media and youth interest in the program has been overwhelming. Since the program launched in October 2007, new account openings have grown by 960% over the same period one year prior in the 19 to 25 year old age group. Traffic and sales have been steady for the entire year even though all supporting traditional media stopped after the first two months of the program. Dates application was available: October 2007 to present
House Party, a leading word-of-mouth marketing company, conducted more than 10,000 in-home parties across the country to help The Hershey Company launch Hershey's Bliss™ chocolate, a new rich, creamy and bite-size chocolate indulgence. House Party, which engages a select group of consumer advocates to host house party events and provides an exclusive hands-on experience with a brand, reports that more than 129,000 people attended the parties, making the event the largest in House Party history. Each House Party event consists of 1,000 or more individual parties that take place across the country, all on the same day, in the homes of consumers that meet a detailed profile, and who are passionate brand advocates. Parties are attended by the host's friends and family and are shared with millions more via the custom-branded Web site that serves as Party Central, creating a vibrant online community. House Party hosts share photos and videos of their party; use party planning guides to make their party successful; and blog with their guests and other House Partiers, which also helps to build buzz virally. This entry accomplished business goals as Hershey's wanted to introduce its new Bliss™ chocolate brand and the different varieties to women who lead full lives ages 25-49. They wanted to support the brand positioning efforts as a blissful, everyday indulgence while building brand loyalty. The promotion succeeded in engaging females in the target market to host parties for girlfriends and introduce them to the varieties of Hershey's Bliss chocolate. The party packs were enthusiastically received, achieving the goal of building brand loyalty. Overall, more than seven million people were reached as a direct result of the Hershey's Bliss Chocolate House Party.
National Instruments transforms the way engineers and scientists around the world design and deploy systems. Often deemed the "Home Depot for Engineers," NI offers a wide-variety of hardware and software products to empower technology leaders working on applications ranging from LEGO MINDSTORMS NXT software to hardware for the CERN supercollider. With such a broad user base, it is essential for engineers utilizing NI products to connect, communicate and collaborate online in order to obtain support for niche applications. Utilizing the P.O.S.T. methodology, NI launched a successful online community, www.ni.com/community , in 2008 for engineers 25,000 companies globally. This central portal helps users discover and collaborate on example code, technical tutorials, and textbooks using a wiki-based platform. The NI Developer Zone Community also includes a variety of other technologies, including forums, RSS feeds, blogs, videos, polls, and tagging. With this new site, NI community members can easily share development techniques, learn about cutting-edge technologies, and connect with product experts working on similar applications worldwide.
ArtShare is an application developed by the Brooklyn Museum to share the Museum's collection on Facebook. What can you do with ArtShare? Well, you can select works from the Brooklyn Museum collection to display on your profile. Recognizing that social networking is never one-sided, but rather an exchange of information between parties, we developed this application so any Museum could use it to share works in their own collections (27 museums to date); and so artists on Facebook (626 artists to date) could upload their own artwork to share with friends. ArtShare can be used to select a wide variety of works of art, then each time your profile is loaded a different work will be displayed at random from your selections. ArtShare functions just like everything else on Facebook, allowing the members of its community to get to know one another, but in this case through art. It allows users (art lovers, museum-goers, and others) to connect their profiles and personalities to works in museums' collections. ArtShare allows Facebook users to display their favorite paintings, photographs, and objects on their own terms and in their own social spaces. Browsing through Facebook users who have installed ArtShare, one begins to get a sense of the personal tastes and interests they have, just by looking at the works of art they've selected for their profiles.