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

SOCIAL MEDIA PRODUCT ENTERPRISE Active and informed Fluid personality Producer + Consumer = PROSUMER 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 Prosumer Enterprise Product

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

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

Social media mix Virtual base of aggregate corporate communication Linking Fiat official web sites Interactivity, collaboration and participation Sociality

Second series ( ) First series ( ) 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 ( ) First series ( ) Third series (2012)

Second series ( ) First series ( ) Third series (2012) Panda Magazine Panda Diary Panda Corner Brand community Automotive events connections

Second series ( ) First series ( ) Third series (2012) Main car exhibition of the italian automotive sector crossmedia promotional initiatives

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

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 livebloggingNo brand community“Mix your style” Social media automotive events connection absence No online platform No brand communitySocial 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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