community what? capire e attivare le community offline e online
TRANSCRIPT
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Gummy Industries > Alessandro Mininno
Community what? WorkshopCapire e attivare le community offline e online
Bicocca - Master MADIM
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Inserisci qui un occhiello
@alekone
Alessandro Mininno
Gummy Industries
Senior web consultant at Expo 2015
Juror at ADCI Awards
Digital Accademia
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Il consumatore post moderno
PARLIAMO DI COMMUNITY
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Le community sono gruppi di persone, tendenzialmente
omogenei, che condividono valori, comportamenti e oggetti
Definizioni, che noia
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Inclusione ed esclusione sono due facce della stessa medaglia
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Pensa a una community*.
Vera, fuori da internet.
*Per chi ha poca memoria a breve termine:gruppi di persone, tendenzialmente omogenei, che condividono valori, comportamenti e oggetti
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Che cosa hanno in comune?
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Argomento
Linguaggio
Identità
Leadership
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For the last 20 years, unassuming Dutch photographer Hans Eijkelboom has traversed the world, picking a spot, be it in
Shanghai, New York, or Paris, and meticulously photographed what he saw. “I take between 1 and 80
photographs a day, almost every day, 12 months a year,” he says, referring to his “Photo Notes” project, which has now
been turned into a book titled People of the Twenty-First Century. The “Photographic Journal,” published by
PHAIDON, is the largest, most comprehensive work of his to date, and includes thousands of photos that, together, create
a fascinating picture of mankind.
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L’identità visiva è uno strumento di riconoscimento e di unità,anche per i gruppi terroristici (qui sotto: Babbar Khalsa)
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Hub Pool Web
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Perché le persone fanno partedi una community?
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Affinità
Relazione / Inclusione
Aiuto
Vanità
Accesso all’informazione
Vantaggi tangibili (💰)
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“Il Rotary è una comunità di amici impegnati a creare cambiamenti positivi nel mondo”
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Esiste un community manager?
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Ci sono regole?
(E sono molto stringenti?)
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Barriere all’ingresso?
Barriere all’uscita?
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Ora pensiamo a internet.
Online, ti viene in mente qualche community*?
*Per chi ha poca memoria a breve-medio termine:gruppi di persone, tendenzialmente omogenei, che condividono valori, comportamenti e oggetti
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Cosa hanno in comune le community online e offline?
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Affinità
Regole
CM / Leader
Luogo
Barriere all’ingresso
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27Club Nintendo Italia
Alcune community sono chiuse
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Alcune sono tecniche
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Il consumatore post moderno
COMMUNITY E BRAND
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68% OF PEOPLE TRUST OTHER PEOPLE OPINION FOUND
ONLINE
33LOL
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http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/
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“BRANDS ARE NOW PUBLIC PROPERTY”
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Ellen Peatry Leanse - Google
Our lawyer assures that’s inaccurate
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Prodotti e community sono la stessa cosa?
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Il consumatore post moderno
E ORA, A VOI
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Crea una community da zero
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1.Trova un argomento
2.Scegli un luogo (su internet)
3.Crea la community
4.Falla crescere (trova il modo di far arrivare più gente, produci contenuti)
5.Supera i 1.000 iscritti
Esattamente in 2 settimane
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Output: Presentazione in esattamente 6 slide
• Presentazione e argomento della community
• Contesto: scelta della piattaforma
• Analisi dei partecipanti (quali + quantitativa)
• Analisi delle dinamiche (cosa sta succedendo? top content? trend interessanti?)
• Contenuti e piano editoriale (di cosa si parla nella community?)
• Criticità ed eventuali problemi (sta succedendo qualcosa di imprevisto?)