Alex Mari

The world’s most valuable company and the second-most valuable brand doesn’t have an official social presence. A decade after the rise of social media, a significant number of ‘digital experts’ still find Apple’s indifference to social platforms puzzling, to say the least. The notoriously social-shy giant hired some of the best talents in digital last year and begun spreading corporate messages through their executives on Twitter. Apart from owning the social network Ping, the monitoring company Topsy and using the platforms LinkedIn for recruitment and YouTube  (were comments are turned off) , Apple seems to refuse joining the rush to social. Its CEO, Tim Cook, publicly stated ‘ We have no plans to be in the social networking area ’, also referring to a hypothetical competitive attack against Facebook. A few questions might have popped up in your mind. 1) Why Apple is so adverse to social media?  There are at least four good reasons why an organization like Apple d...

As a  Social Media Manager ,   you are responsible to ideate and implement a social media plan. Similarly to any other plan, this should be composed by three main parts:  analytic   (WHO) ,  strategic   (WHAT),  and  executive   (HOW) . The definition of your social media strategy starts with the  understanding of your brand and the communities  you wants to reach. The  WHO  phase tries to capture all the information related to heritage of your brand, its equity, shared values, beliefs and most importantly of the  brand ideals  on which your content strategy will be centered  (see my previous article ‘Brand Ideals definition’) . A sophisticated understanding of your brand naturally leads you to the analysis of your communities. Previously generated marketing documents that aim at facilitating managers’ understanding of your stakeholders and brand positioning should be properly reviewed ah...

da SOCIAL MOBILE MARKETING (EGEA, 2012) di Andreina Mandelli (@AndreMandelli) & Cosimo Accoto (@CosimoAccoto) Nell’evoluzione della comunicazione mobile contemporanea viene emergendo chiaramente una più profonda tendenza alla wirelessness (Mackenzie, 2010). Con questo termine viene qualificata, come vedremo, la tendenza contemporanea all’esperienza della comunicazione mobile senza fili, incorporata nelle connessioni tra oggetti, dispositivi, servizi, piattaforme e infrastrutture, esperienza che viene riconfigurando senso e confini di luoghi domestici, spazi pubblici, realtà metropolitane e connessioni sociali. In questi nuovi spazi mobili, sociali e aumentati, le relazioni tra imprese e consumatori, e tra i consumatori stessi, non sono inquadrabili semplicemente in una prospettiva di multicanalità o cross-medialità. Per questi nuovi «altrove elettronici» (Berry et al., 2010) si tratta di cominciare a capire meglio come funziona quello che in Mandelli (2000) è definito come ubiquit...

INTERNET & SOCIAL MEDIA FOR CORPORATE AND MARKETING COMMUNICATION (distance learning) Dates 18th October - 17th November 2011 Timetable October 18th: 6 - 7.30 pm October 25th: 6 - 7.30 pm October 26th: 6 - 7.30 pm October 27th: 6 - 7.30 pm November 2nd: 6 - 7.30 pm November 3rd: 6 - 7.30 pm November 7th: (face to face, optional in distance learning) 9am - 5pm November 8th: 6 - 7.30 pm November 9th: 6 - 7.30 pm November 10th: 6 - 7.30 pm November 15th: 6 - 7.30 pm November 16th: 6 - 7.30 pm November 17th: 6 - 7.30 pm The online sessions will be partially lectures and partly interactive, using a virtual class on a distance learning platform.There will be interaction not only between the teacher and the individual course participants, but also student-to-student and at the entire class-level.Some of the interactions will be real-time (using the distance learning platform), but there will also be asynchronous forum discussions at class level and group le...

A fronte della presenza e della partecipazione massiccia di utenti e consumatori nei social media, comunicatori, brand manager e marketer vengono riconoscendo la necessità di affrontare le co municazioni che si sviluppano attraverso la conversazione, la creazione e la condivisione in rete con prospettive metriche e gestionali nuov e. Nella pratica recente sul tema delle social media metrics l’elenco degli indicatori dedicati alle misurazioni delle performance di comunicazione e marketing è stato arricchito introducendo, per la prima volta, misure nuove e, si direbbe, insolite come: friends, followers e supporters. Insieme, dunque, alle più classiche misure di page view, impression, click-through rate e visitor, si stanno aggiungendo metriche relative al numero di amici, fan e supporter, con l’obiettivo di analizzare la dimensione e l’impatto delle attività sociali e delle influenze in rete. Si tratta di un tentativo di estendere la quantità di indici messi a disposizione di chi si occ...