Everything But ......

I was collecting around the web feedbacks on EBA Forum event in Milan the 19 and the 20 of june.

I thought to be one of the little persons that are exited enthusiastic, instead it seems that there are a very lot of positive opinions on these great initiative.
This event has put in contact professionals of web the marketing, of the communication online and the innovative marketing and for many it has been an optimal occasion in order to be confronted and to exchange ideas and opinions.

It was been so an occasion to discover innovated instruments, to understand how to use them in concrete terms in order to create new opportunity of business, interacting with the target, generating an higher and measurable redemption regarding the traditional advertising.

The teachers were of absolute level; between the many I want to remember the always illuminant Layla Pavone (President IAB Italy and Managing Director di Isobar Communications), Mauro Lupi (European coordinator SEMPO), Antonio Sofi (Teaching University of Florence and blogger), Enrico Marchetto (Faculty of Sciences of the Formation University of Trieste).

The large variety of the topics exposed was such to please all the requirements on these topics.

Bringing back from my notes the synthesis of the concepts more important between those exposed:

• There was been introduced the results of an inquiry called “Open Diary”, that have involved 5000 italian blogger to understand how they insert themselves in the social network, with feedback sometimes unexpected.
• There was described the scene of the suppliers of the new technologies (Google, YouTube, Yahoo, NewsCorp, MySpace).
• The companies often don't fully understand the changes: the changes are avoid or the changes are matched in the mistaken way. Through the Search Marketing it's possible to understand what has in head of the people, what they are looking for, their preferences, but not always the companies want to go to collect these information.
• Fragmentation of the media (thanks to the new technologies) used from the consumers.
• Necessity of engagement of the consumer.
• Transition from programmed learnings to viral learnings.
• Transition from a logic of entertainment by attention to an entertainment on-demand.
• Content becomes User Generated.
• Now are created new contents, languages, format, community of reference and models of business.
• It is necessary a deep knowledge of the consumers and their habits, following dynamical logics. There must be a continuous feedback in order to analyze and to manage strategically the incoming data.
• It's important to be find from the “niche consumers” (concept of the Long Tail of Chris Anderson) because all together constitute one important market share; the niche markets can exactly prosper thanks to the new technologies. Important then is to use the Web Analytics to discover information hidden in the long tail.
• The diffusion of the Wide Band is fundamental for using new media.
• Through the User Media Generated the consumer is not simpler user but from target she becomes coauthor and partner too. The companies must understand as they can make marketing and generate business taking advantage from these new kind of communication, from sharing of contents, from on-line experiences.
• It must use the web in order to acquire suggestions on the new products, what that instead the traditional marketing refuse because it see as an interference to it in the own comparisons from part of the consumer.
• Concepts of non-conventional Marketing: word-of-mouth, "buzz" effect, guerrilla marketing.
• Opportunities offered from Second Life, that is a creative environment and being involved through the creation of objects. The companies that enter in this virtual world make it for a mediathic return, or in alternative for a return strategic for just the productive cycle and in order to develop the own communication. In this phase, not being to us reference models, the important is to risk, to try, to experiment and to test, trying therefore to understand what is the better way in order to take advantage of these instruments.
• It has been spoken about visibility on the search engines in order to create a relation, therefore of the expectations that must satisfy a site in order to guarantee in net one sure reputation.

There were several currents of thought, like it's right that it is in a constructive comparison, but to the end all they agreed on the necessity to experiment and at the same time to measure results in order to correct the line.

See you at next post, now I go to experiment...
Roberto

Searching for the lost information

Yesterday I have assisted to the dialogue between one child and one mrs.
The child said: “My grandmother has a large green 100 times the house garden mine!”
And the mrs.: “Ah? And what kind of flowers or garden cultivate in the this largest green?”
The child: “Nobody, because the green goes prepared and my grandmother alone not us ago”. The mrs.: “Then she is worth very more the garden than house yours of the green of your grandmother!”.
This dialogue has made me to reflect a lot, also in its simple way.
We imagine for a moment that the green of the grandmother is with of all the present information in one company.
These information are of heterogenous type, coming from several database the business ones, but also from the email, documents of text, the electronic sheets, the presentations, the images, the sounds, the movies ones, instant messaging, web (feed the RSS and, because not, peer-to-peer). We try to imagine for a moment of being able to put them all together: it would be an ENORMOUS patrimony of information, in which it is possible to recover strategic information for the company.
All these information but, to the crude state in which they are found, nearly always are not immediately usable, because:
a) they go leaked from the “noises of bottom”, that is must discard all those information that do not carry value added to the acquaintance.
b) homogenous yields go.
c) goes catalogued in an easy interrogabile container, like a date base.
d) they go relazionate with other existing information, in how much sometimes a information of for himself is not meaningful put how much if in relation with another
e) “metadata” go enriched of the so-called, that is “given on the data” as as an example they could be the information on the content of one image or movie.
f) they go realized appropriate interfaces in order to simplify the search of the information from this collection of information therefore obtained.
g) they go continuously refreshed in how much “an old” information not door added value.
As it can be seen, the passages to complete for being able to approach the business informative patrimony are many and anything but easy, but they are but MANDATORY.
They are for who is in possession of a meager number of information (laws garden) but clear, very cured, easy accessible, refreshed continuously can have a quite advanced competitive advantage to ours.
They are for we that we have a sea of information (green laws) and that we want to take advantage of them in order to clearly acquire an advantage regarding the competition.
The enormous advantage of was digita it them (and in particolar way of that one of so-called web the 2,0) regarding the recent past also, is that once difficult information if not quite impossible to collect and to catalogue hour it they are not more. Hello to all. Roberto

Aphorism of the day

Not all the prisons have the slabs: there exists a lot of other kinds less visible form wich it is difficult to escape, because we don't know that we are prisoners.
They are the prisons of our cultural automatism that castrate the imagination, creativity source.

Henry Laborit

“Bomb” news

The action of a group of hacker to Praga Sunday has aroused fuss morning. In the every day course of the program-weather one that introduces panoramic images in directed from the tourist localities of the country, they have become part on the television frequencies inserting between the transmitted images an atomic explosion (pretended) that it has triggered the panic between the viewers. This was not been the first time for this group, in the sense that already in past it had sent in tilt the semaforica net of Praga. Also they would have asserted that the adverstising “it misuses our deeper desires, ideas and feelings in order to increase the sales”.
It is not clear if bluster has been be a matter of one or rather than a message to political background.
If the intention were that one to complete a simple bluster, the impression is that that has been at least of doubt taste.If instead the objective it was that one to hit the public opinion with “a strong” message, is from reflecting on this new tendency.
That features of mythomania or crowds lucidità, what imports is that today who wants to carry a message to the attention of a wide part of the population uses new instruments and channels regarding the past.
Already over recent years propagandistic the taleban guerrillas have begun launch communicate to you diffusing video, often with the turn hostage.
The time seems preistoria by now in which the groups to eversi to you they diffused photographies of hostages with the newspaper of the day in hand and rivendicazioni written with the typewriter.
Also italian teledisturber Paolini with its television incursions and before still Crazy Horse (for who if it remembers it) to the confonto belongs to an other generation.
It makes to think also the fact that the 14 you open them 2007 journalist Enrico Mentana has thought to exactly dedicate an entire nose-dive to the teledisturber (accommodating Paolini), but those that more astonishes is that in that occasion the nose-dive has recorded 28.14% of share!!
By now it is a mediatic phenomenon that empower itself and that ago audience.
Situated web of the same Paolini time it makes came followed of insults from part of the persons who felt offenses and disturbed from he, without to become account that therefore making generated traffic on its situated one (!!).
The video of the tg of Praga has gone around of the world and that group of hacker has caught up the just objective one, that it was that one to obtain visibility.
They are but cases to sure hold under observation, sight the echo that can obtain, that they go sure limits to you (and it does not imitate to you) but that they do not go bigger neither instrumentalizes to you.
Hello to all.
Roberto

Sense of MEASUREMENT - part 1

The Kaizen philosophy is an introduced Japanese concept from Toyota in years '40- '50, that it supposes that every function of our life should be constantly improved.

It is based on the principle that “the energy comes from the bottom “, that is on the understanding of the result in an enterprise does not come caught up from the management, but from the directed job on the product.

The management assumes now a new function, not much assumes therefore one legacy to the hierarchical management as far as the support of the been involved directly in the production.

The cycle of Deming (famous also as PDCA cycle) is the natural evolution of these concepts and is a model studied for the continuous improvement of the quality in an optical over a long time from the american statistic W. Edwards Deming in Japan in the 50'.

The acronym identifies the several ones makes that they constitute the model:
- Plan: establish objects to obtain and the necessary processes
- Do: execute the processes
- Check: test the results
- Act: act in order to fix or to improve the process.
The model of Deming was to the base of the industrial miracle of Japan of the post-war period.

A model of this type previews that to the term of one determined activity or process they are carried out of the measurements of the result and after to reports the feedbacks at the beginnig of the cycle for being able to improve the process.
Every point of arrival becomes the beginning for the next step.
In this way are expressed the concepts of “continuous improvement” and of “total quality”.

The certification of quality ISO 9001:2000 (also known as Vision 2000) resumes these concepts: the certification of previous quality previewed that the business processes had to be apply to you well, while with Vision 2000 it is demanded that the processes are apply “in the best way”.
This is a great difference.

(continue)