Relatore: Prof. Mario DossoniCorrelatore: Prof. Antonio Margoni

Vittorio BettoniPavia, 8 Febbraio 2012

UNIVERSITÀ DEGLI STUDI DI PAVIA

FACOLTÀ DI LETTERE E FILOSOFIA, SCIENZE POLITICHE, GIURISPRUDENZA, INGEGNERIA, ECONOMIA

Corso di Laurea Interfacoltà inComunicazione Interculturale e Multimediale

Anno Accademico 2010-2011

BUSINESS AND CONSUMER IN THE ERA OF WEB 2.0: FIAT AND SOCIAL MEDIA

SOCIO-ECONOMIC CONTEXT

SOCIAL MEDIA CATEGORIES

PRODUCT ANALYSIS: NEW FIAT PANDA 2012

BUSINESS AND CONSUMER IN THE ERA OF WEB 2.0: FIAT AND SOCIAL MEDIA

SOCIAL MEDIA FIAT

SOCIAL MEDIA COMPETITORS

SOCIAL MEDIAPRODUCT

ENTERPRISE

• Active and informed• Fluid personality• Producer + Consumer =

PROSUMERPROSUMER

• Adaptation to prosumer dynamics• Interactive dialogue• Transversal web presence

• Dematerialization• Personalization• Social brand

CONSUMER

Social network

Interconnection among prosumer, enterprise and product

Weakining of traditional mass media persuasive capacity

SOCIAL MEDIA

Social media democracy

Social brand self narration

UGC (user-generated contest)

CGM (consumer generated media)

Social graph

Social feedback cycle

ProsumerEnterprise

Product

ENTERPRISE

C.R.M. (Customer Relationship Management)

S.C.R.M. (Social Customer Relationship Management)ProsumerSocial Media

MAPPATURA SOCIAL

Transversal social media coverage

Target Partecipative and collaborative activities

Information and promotional cross-media campaing

Social networking

Social business networking

Video sharing

Photo sharing

Blogging

Microblogging

Social bookmarking

Social news

Social aggregator

Lack of communicative efficiency and effectiveness

FIAT ON THE WEB

Social media mix

Virtual base of aggregate corporate communication

Linking Fiat official web sites

Interactivity, collaboration and participation

Sociality

First series (1980-2003)

Second series (2003-2011)Third series (2012)

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

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

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)

TIMELINE

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

FIAT PANDA TIME

Panda Magazine

Panda Diary

Panda Corner

Brand community

Automotive events connections

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

MOTOR SHOW 2011

Main car exhibition of the italian automotive sector

crossmedia promotional initiatives

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

45’’ trailer

Ludic dimension

Youth target

Challenge

Italian automotive market analysis

Segment “A” or city car

15 competitors

Social media activity analysis

Focus on Renault new Twingo and Volkswagen UP!

SOCIAL MEDIA COMPETITORS

SOCIAL MEDIA COMPETITORS

9 12 8

Facebook, YouTube and Twitter represent the most popular social media

Blog as marginal social media only Citroen, Fiat and Nissan

Geographical location as discriminating factor

Suzuki is the only Asiatic brand developing a social transversal presence

Citroen, Peugeot and Renault emerge among European brands

Future development of Google plus

SOCIAL MEDIA COMPETITORS

Facebook, youtube and Twitter Renault Social Media Hub

No liveblogging

No brand community

“Mix your style”

Social media automotive events connection absence

No online platform

No brand community

Social media promotional use

RESULTS

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.

Analyzing Fiat we have noticed the following trends:

Verify social media influence on sales

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