Design brand exploitationProject leader: Nico SicaAssistant: Duccio Mauri

Group: Andrey Menshikov, Chetna Binu, Lin Hui-Yu (Renee)

INDEX

I TYPES OF COMMUNITIESII TARGET AUDIENCEIII METAPHORIV FUNCTIONS V MARKETING PLANVI COMMUNITY STYLEVII OUR STORY

TYPES OF COMMUNITIES

TYPES OF COMMUNITIES

GamingEverquest Full Tilt Poker

SocializingFacebookMySpace

ContentSharing

YouTube SlideShare

ActivitiesMoveOn

ImmigrationVoiceKnowledge

SharingWikipedia Slashdot

DevelopmentLinux

InnovationJam

ExchangeeBay

Craigslist

TYPES OF ONLINE COMMUNITIES

Gaming Socializing

ContentSharing

Activities

KnowledgeSharing

Development

Exchange

TYPES OF ONLINE COMMUNITIES CASE STUDIES

MANCHESTER UNITED

Sports and Event

SWAROVSKIDesign

& Creativity

INTELHi technology

JAMENDOMusic and

Entertainment

TYPES OF ONLINE COMMUNITIES CASE STUDIES SWOT ANALYSIS

MANCHESTER UNITED SWAROVSKI

INTEL JAMENDO

Strength Very organized and well structuredEase of navigationAttractive InterfaceWide variety of engaging activitiesActivities for all age groupsFreedom to express views on the messageboard without any involvement from ManU or its representatives

Weakness Lack of involvement by the players and staffLimited language selectionsRepetitive content in certain sections

Strength The independent siteSpecial audience Link with FaceBookContest Rating of design

Weakness Boring design of siteFew usersNo support and comments from Swarovski or specialist

Strength Visual website Clean and Easy to understandTwo ways application programinterface (download / upload)Language selectionsOpened discussion in developer area (two waysdiscussion and edition)Interact / Warm / alive webdesign

Weakness Limitation of language selection

Strength Large number of featuresLarge database Large number of users who contribute to the knowledge base of the sitein terms of blogs, videos etc

Weakness Very chaotic and unstructuredDifficult to navigateSimilar content spread over various features makes accessing a topic a tedious process

USER PATH

INTEL JAMENDO

MANCHESTER UNITED SWAROVSKI

POSITIONING MAP

TEXTUAL

ENTERTAINMENT

EMOTION

KNOWLEDEGE

Mapping of User interaction and User Aim

TARGET AUDIENCE

A knowledge worker also referred to as an intellectual worker or brain worker is a person employed due to his or her knowledge of a subject matter, rather than the ability to perform manual labour

www.wikipedia.org

TARGET AUDIENCE

Developer

ResearchDevelopment

Managers

Refer to reports/numbers Business TravelsMeetings Latest Trends Planning Analysis

Lawyers

Cases InvestigateLogical inference Case studies

Teachers

Research Content Management knowledge Database

System Administrators

ControlManagementContent

Scientist

Research LabConference Observe / Discover Experiment

TARGET AUDIENCE

Artists

Create artwork Studio (Flexible)Promote

Designers

Generate ideas ResearchPrototypes

DJ

Create music Download and share music

Journalist / Editors / Writers

Interviews Outside the officeWrite articles RecordingPhotography

Event Organizers

Search Space / People Emergencies ControlOut of office

Photographer

Take photosEdit photosShare photos

TARGET AUDIENCE ITSME SOUL

NETWORKS&

INTERACTION

SIMPLIFICATION&

EASE OF USE

WAY OF LIFE&

EXPRESSION

CUSTOMISED&

ORGANIZATION

PERSONAL STYLE&

EXPERIENCE

PERSONALISED&

INDIVIDUALISM

METAPHOR

METAPHOR

Image the company projects to its users. The information it shares

Users reaction to the content available. A platform for him to share his reactions

Every individuals life is populated with large number of stories which are a part of various venues of his lifeIndividuals tend to create impressions about the information he is subjected to in his stories. As a counter reaction he expresses his views

about these stories in form of expressions

METAPHOR

Stories

Impressions & Expressions

Venues

METAPHOR

Get information about the products/services

Get information about the news/events

Share knowledge and ideas

Get access to Itsme knowledge bank

Meet like minded people

Express yourself on a global platform

Ask questions and queries

Establish itself as an open and friendly company

Promote itself as an innovate and creative company

Get new ideas and thoughts

Increase interaction with the users

Provide a meeting ground for itsme users

Develop a loyal client base

Open the company to global users

Provide marketing oppurtunities

EXPRESSIONSUser Goal

IMPRESSIONSCompany Goal

FUNCTIONS

ENTER SITE

LOGIN

SIGN UP

MEMBERSHIP FORM

PERSONAL DETAILSPROFESSIONAL DETAILS

PREFERANCES

ACTIVATE YOUR

ACCOUNT

WELCOME MESSAGE

CONTENT TOOLBAR

ABOUT US

OPEN DISCUSSIONS

ON GOING DESIGN ACTIVITY

UPCOMING EVENTS

OUR SLIDES

IMAGE GALLERY

OUR TWITTER FEED

JOIN US

CATEGORIES

SEARCH

BUSINESS ZONE

SUPPORT

STUDENT CLUB

ASK AN EXPERT

HOME

ABOUT US

EVALUATE

PRESS

CAREER

OFFICES

CONTACTS

ITSME CLUB

IMPRESSIONS

EXPRESSIONS

IMPRESSIONS

EXPRESSIONS

LATEST NEWS

ONGOING DESIGN ACTIVITY

EVENTS

OUR SLIDES

IMAGE GALLERY

TWITTER FEED

JOIN US

ITSME CONVERSATION FORUMS LATEST NEWS

PREVIOUS STORIES

DISCUSS

SEND TO A FRIENDADD TO FAVOURITE

NEWS

COMMENTS

PDF DOCUMENT

TITLELOCATIONDESCRIPTIONSTART/END

WWW.FLICKR.COM

WWW.SLIDESHARE.COM

WWW.TWITTER.COM

WWW.FACEBOOK.COMWWW.LINKEDIN.COM

THREADS

PREFERANCE UPDATE

DEVELOPER AREA

MY VENUES

COMPETITIONS

POLLS

TOPICS (CITIES)

THE CITIES

ADD CITY

MOSCOWTAIPEIDELHIMILANO

ARTICLESPHOTOSVIDEOS

EDITCOMMENTADD TO FAVOURITESEND TO A FRIENDUSER

TOPICS (HARDWARE)

ARTICLES/STORIESEDITHISTORYSTART NEW DISCUSSIONADD

USER TIMECONTENT

MESSAGE

UPLOAD LINKS

FLICKR.COMYOUTUBE.COM

POLL1 POLL2

VOTE NOWRESULTSDISCUSS

COMP1COMP2 RESULTS

IMPRESSIONS

EXPRESSIONS

LATEST NEWS

ONGOING DESIGN ACTIVITY

EVENTS

OUR SLIDES

IMAGE GALLERY

TWITTER FEED

JOIN US

ITSME CONVERSATION FORUMS LATEST NEWS

PREVIOUS STORIES

DISCUSS

SEND TO A FRIEND

ADD TO FAVOURITE

NEWS

COMMENTS

PDF DOCUMENT

TITLELOCATIONDESCRIPTIONSTART/END

WWW.FLICKR.COM

WWW.SLIDESHARE.COM

WWW.TWITTER.COM

WWW.FACEBOOK.COMWWW.LINKEDIN.COM

THREADS

PREFERANCE UPDATE

DEVELOPER AREA

MY VENUES

COMPETITIONS

POLLS

TOPICS (CITIES)

THE CITIES

ADD CITY

MOSCOWTAIPEIDELHIMILANO

ARTICLESPHOTOSVIDEOS

EDITCOMMENTADD TO FAVOURITESEND TO A FRIENDUSER

TOPICS (HARDWARE)

ARTICLES/STORIESEDITHISTORYSTART NEW DISCUSSIONADD

USER TIMECONTENT

MESSAGE

UPLOAD LINKS

FLICKR.COMYOUTUBE.COM

POLL1 POLL2

VOTE NOWRESULTSDISCUSS

COMP1COMP2 RESULTS

INFORMATION

PASSIVE PARTICIPATION

ACTIVE PARTICIPATION

EXTERNAL LINKS

DISCUSSIONS

FAVOURITES

MARKETING PLAN

Establish ITSME International Student Club

Take part in Exhibitions : Hannover CEBIT – EuropeTaipei Computex – AsiaLas Vegas – America

Theatrical Launch for presenting ITSME

Articles and reports in tech magazines

Send Email

Use the social network platforms

Use other websites to post ITSME articles for creating exposure chances in searching engine websites

Provide active news feed in the ITSME desktop

PHYSICALON LINE

THE MARKETING STRATAGY

MARKETING STRATAGY

STUDENT CLUB

PLANAudience researchBenchmarkingPositioning

START UPMarketing & PromotionCreate hype about the launch

GROWTHPublicity the launchGoing media coverage

SUSTAINCommunity growth planningSustain the activities on the siteUpdate site Launch new pollsCompetitions

International Student Club

Company Goal• Generating intercultural professional knowledge• Young generation involvement and contribution• Social responsibility

Student Goal• Gaining knowledge• Working with like minded individuals• Exchanging programs worldwide

TIME LINE

PLANAudience researchBenchmarkingPositioning

START UPMarketing & PromotionCreate hype about the launch

GROWTHPublishing the launchGaining media coverage

SUSTAINCommunity growth planningSustain the activities on the siteUpdate site Launch new pollsCompetitions

LAUNCHTIME

ST

RA

TE

GY

TIME LINE

Installation “Its Time For The New Workstation”

Send MMS, SMS and E-mail“Please feel free to add to our installation by donating your workstation because……… it is time for ITSME”

Send MMS, SMS and E-mail“Come witness the launch of the new workstation”

Post Launch Party

Press Release

Send e-mail picture about the event

LAUNCH

15days

10days

5days

5days

10days

15days

Venue: 1) Stand alone event at a suitable location 2) An event as a part of an innovation/technology conference

Invitees: Professionals from the various fields like technology, creativity etc

Associates Potential Users Students – Domus Academy, Politecnico di Milano

FASHION SHOW

COMMUNITY STYLE

COMMUNITY STYLE

COMMUNITY STYLE

Theme: ITSME Communication and Marketing Project

Venue: Domus Academy, Milan, Italy

Features: Russia : Andrey Menshikov India: Chetna Binu Taiwan: Lin Hui Yu (Renee)

Time: March – April 2009

OUR STORY - VIDEO

Thank you