Una tre giorni interamente dedicata all’innovazione a Padova con un particolare occhio d’attenzione al web 2.0.
Poteva allora mancare la redazione di Webepoque?
Ovviamente no e, non potendo essere al completo, almeno metà della redazione è riuscita a partecipare ad almeno due conferenze sulle 20 programmate 
Di maggiore interesse il forum “Social Network e Web 2.0: le relazioni virtuali che stanno cambiando il mondo” che vedeva come conferenzieri Mafe De Baggis, editorialist di Punto Informatico e consulente di digital marketing, Stefano Stravato, Internet Marketing Manager in FIAT, Gigi Tagliapietra, presidente del CLUSIT e Paolo Valdemarin, Chief Executive Officer, Evectors
La discussione partiva dalla questione legata alla maggiore predominanza della rete internet aquisita negli ultimi anni a discapito degli old-media: il web 2.0 con la sua caratteristica predominante in cui l’utente è anche autore della rete ha creato dei nuovi paradigmi sociali, modelli di socialità mai visti all’interno della società.
L’importanza del social network è legata in particolar modo alla rete di relazioni che si vengono ad instaurare: relazioni fondate sulla creazione di nuovi contenuti.
Non siamo più di fronte a grandi siti web, vetrine virtuali di un modo di essere, ma a vere e proprie società meritocratiche dove la persona vale per il valore dei suoi contenuti e non per quell’onore antico dato dal nome della famiglia. Cambia in queste società virtuali il concetto stesso di talento che non può essere indicato semplicemente come capacità preatica della persona ma anche come capacità personale di relazionarsi attraverso questo strumento ancora nuovo ma in rapida espansione.
E per quanto riguarda il marketing: beh, i social network sono l’ambiente migliore dove poter effettuare ricerche di mercato. Fino ad oggi si sperava che i mitici questionari, al momento della registrazione in un sito, potessero essere un ottimo strumento per comprendere i target. Ma ci si è resi conto che in realtà questi questionari molte volte sono compilati con superficialità: ecco perchè è l’analisi dei contentui prodotta spontaneamente da quelli che sono utenti-autori della rete a dare una maggior immagine del bisogno della popolazione.
In questa chiave di lettura il blog aziendale non trova solo il senso di essere ma diventa quasi scelta obbligata per un’azienda che vuole affacciarsi al terzo millennio in maniera competitiva: interessante in questo caso la testimonianza di Stefano Stravato, Internet Marketing Manager in Fiat, arrivato nell’azienda in un momento in cui l’azienda soffriva di una perdita d’immagine. La possibilità di ascoltare la voce dei clienti attraverso il blog è solo un esempio ma per noi è stato importante poter giustificare anticipatamente anche alcune scelte dell’azienda. Topico il problema dell’asticella sorreggi cofano nella nuova fiat 500: i clienti si sono lamentati e la possibilità da parte dell’ingegnere di rispondere che il costo dei pistoncini sorreggi cofano è stato investito per migliorare alcune altre parti della macchina è solo un semplice esempio di una società che non vuole più comprare a scatola chiusa ma vuole avere una giustificazione al denaro investito. Ovviamente il post si concludeva con l’affermazione: ci auguriamo che l’asticella apricofano sia solo un problema del vostro meccanico e che voi non la dobbiate usare.
Una precisazione: come ha commentato Stefano Stravato la mitica asticella non è della 500 ma della Fiat Bravo. Ecco l’estratto dall’articolo originale
Asticella cofano
Ho letto le critiche di alcuni di voi. Non nego che il pistoncino sia più funzionale. Ma abbiamo provato a metterci nei panni di un cliente ordinario. Mediamente un cliente normale non apre il cofano più di una volta ogni 6 mesi. E in molti casi non lo fa mai direttamente. Per un utilizzo così limitato, abbiamo ritenuto accettabile ricorrere alla soluzione dell’asticella, certamente più economica e anche più sicura, convinti di non penalizzare eccessivamente i clienti. Rischio di ripetermi, ma anche in questo caso abbiamo cercato di risparmiare su aspetti sui quali il cliente non ha vantaggi e abbiamo cercato di concentrare i nostri sforzi e i soldi sugli aspetti più rilevanti per il cliente, ad esempio sulla cura del dettaglio interni su cui in passato siamo stati giudicati un po’ deboli. Speriamo che ci si riconosca su questo un passo avanti. Con questo non voglio dire che abbiamo raggiunto la perfezione, ma solo che abbiamo cercato di migliorare. Si può fare meglio? Non c’è dubbio, è nostra volontà farlo, e questo è uno dei motivi del blog: ascoltare i commenti dei bloggers e farne tesoro per applicare le interessanti indicazioni che ci date prima possibile e ove possibile.
Lo so in questo pezzo di punti di riflessione sull’uso del web 2.0 sono tanti e magari nemmeno espressi in maniera ordinata. Non era semplice sintetizzare il carico di informazioni ricevute, ma non preoccupatevi, questo ambito di riflessione sarà molto ben analizzato in un futuro in cui il cliente ha sempre un maggior bisogno di chiarezza da parte delle aziende e il web sembra essere l’unica possibilità di comunicazione che abbiamo a disposizione.
May 18th, 2008 at 17:07
che peccato non poter essere stato presente… a quanto pare per un weekend padova è stata più interessante di Roma.
Il fenomeno web2.0 si sta radicando sempre più. Avendo occasione di ascoltare voci più o meno autorevoli di A.D. e responsabili del marketing noto pure che la cultura sta evolvendo. Molti iniziano a prendere coscienza della potenzialità di questi strumenti. E per quanto a volte, nel dare avvio a nuove sperimentazioni (citate nell’articolo), l’unica spinta venga dal basso costo presunto di un blog, molti ne stanno lanciando senza trascurare anche community ed altre iniziative 2.0.
Rete come spazio sociale… Spazi e distanze che si riducono. Interattività, convergenza, partecipazione… quanto mi piacciono questi termini!!!
May 24th, 2008 at 11:46
Trovo che l’evento di Padova sia stato davvero interessante e suggestivo, personalmente ho trovato di grande stimolo la sessione in cui è stato presentato il libro di Irene Tinagli, Talento da svendere. http://www.andrew.cmu.edu/user/itinagli/
E’ vero che le aziende debbano sempre più impegnarsi nel fare networking e nell’intraprendere il dialogo con le persone che hanno qualcosa di grande valore da dirgli.
Una piccola nota, l’asticella del cofano non è della 500 ma della bravo, eccovi il link di quel mitico post: http://tinyurl.com/62s4a6
A presto!
May 25th, 2008 at 17:35
@stefano
grazie del tuo commento:
questo blog è nato da poco.
siamo onorati che l’internet marketing manager della FIAT sia passato da queste parti. grazie!
Qui un tuo contributo è sempre bene accolto
a presto
WebEpoque
May 26th, 2008 at 10:56
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