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Impressions&Expressions_Community
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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