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Relatore: Prof. Mario Dossoni Correlatore: Prof. Antonio Margoni

UNIVERSITÀ DEGLI STUDI DI PAVIA FACOLTÀ DI LETTERE E FILOSOFIA, SCIENZE POLITICHE, GIURISPRUDENZA, INGEGNERIA, ECONOMIA Corso di Laurea Interfacoltà in Comunicazione Interculturale e Multimediale. BUSINESS AND CONSUMER IN THE ERA OF WEB 2.0: FIAT AND SOCIAL MEDIA. Vittorio Bettoni

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Relatore: Prof. Mario Dossoni Correlatore: Prof. Antonio Margoni

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  1. UNIVERSITÀ DEGLI STUDI DI PAVIA FACOLTÀ DI LETTERE E FILOSOFIA, SCIENZE POLITICHE, GIURISPRUDENZA, INGEGNERIA, ECONOMIA Corso di Laurea Interfacoltà in Comunicazione Interculturale e Multimediale BUSINESS AND CONSUMER IN THE ERA OF WEB 2.0: FIAT ANDSOCIAL MEDIA • Vittorio Bettoni • Pavia, 8 Febbraio 2012 • Relatore: Prof. Mario Dossoni • Correlatore: Prof. Antonio Margoni Anno Accademico 2010-2011

  2. BUSINESS AND CONSUMER IN THE ERA OF WEB 2.0: FIAT ANDSOCIAL MEDIA SOCIO-ECONOMIC CONTEXT SOCIAL MEDIA CATEGORIES SOCIAL MEDIA FIAT PRODUCT ANALYSIS: NEW FIAT PANDA 2012 SOCIAL MEDIA COMPETITORS

  3. PROSUMER CONSUMER ENTERPRISE • Active and informed • Fluid personality • Producer + Consumer = PROSUMER SOCIAL MEDIA • Dematerialization • Adaptation to prosumer dynamics PRODUCT • Personalization • Interactive dialogue • Social brand • Transversal web presence

  4. Social media democracy • Interconnection among prosumer, enterprise and product SOCIAL MEDIA • UGC (user-generated contest) • CGM (consumer generated media) • Weakining of traditional mass media persuasive capacity • Social feedback cycle • Social brand self narration • Social graph • Social network Enterprise Prosumer Product

  5. ENTERPRISE C.R.M. (Customer Relationship Management) S.C.R.M. (Social Customer Relationship Management) Prosumer Social Media

  6. MAPPATURA SOCIAL Transversal social media coverage Social networking Social business networking Video sharing Target Partecipative and collaborative activities Lack of communicative efficiency and effectiveness Photo sharing Blogging Microblogging Information and promotional cross-media campaing Social bookmarking Social news Social aggregator

  7. FIAT ON THE WEB Virtual base of aggregate corporate communication Social media mix Linking Fiat official web sites Interactivity, collaboration and participation Sociality

  8. First series (1980-2003) First series (1980-2003) Second series (2003-2011) Third series (2012) Third series (2012) Second series (2003-2011)

  9. On-line document editeb by “Fiat Style Center” aesthetical, functional and conceptual design • Project lines sharing • Prosumer participation along the whole product life cycle Second series (2003-2011) First series (1980-2003) Third series (2012)

  10. TIMELINE Second series (2003-2011) First series (1980-2003) Third series (2012)

  11. Panda Magazine FIAT PANDA TIME Brand community Panda Diary Automotive events connections Panda Corner Second series (2003-2011) First series (1980-2003) Third series (2012)

  12. Main car exhibition of the italian automotive sector MOTOR SHOW 2011 crossmedia promotional initiatives Second series (2003-2011) First series (1980-2003) Third series (2012)

  13. 45’’ trailer Challenge Youth target First series (1980-2003) Second series (2003-2011) Third series (2012) Ludic dimension

  14. SOCIAL MEDIA COMPETITORS Italian automotive market analysis Segment “A” or city car 15 competitors Social media activity analysis Focus on Renault new Twingo and Volkswagen UP!

  15. SOCIAL MEDIA COMPETITORS Facebook, YouTube and Twitter represent the most popular social media Citroen, Peugeot and Renault emerge among European brands Suzuki is the only Asiatic brand developing a social transversal presence Geographical location as discriminating factor 12 9 8 Blog as marginal social media only Citroen, Fiat and Nissan Future development of Google plus

  16. SOCIAL MEDIA COMPETITORS Facebook, youtube and Twitter No online platform No liveblogging No brand community “Mix your style” Renault Social Media Hub Social media automotive events connection absence No brand community Social media promotional use

  17. RESULTS Analyzing Fiat we have noticed the following trends: Social media are confirmed as the only communication tool that allow collaborative interaction with contemporary consumer. Necessary opennes of enterprise to social media reality troughout the strategic management of multimedia content published on the web developing a social media mix. New relational nature of brands and product. The development of a social cross media communication allow an enterprise to achieve communicative leadership in the market. Verify social media influence on sales

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