Social Networking Outlook Social Networking Outlook for the land of Trapani.for the land of Trapani.

A New Model of Social A New Model of Social and Economic and Economic DevelopmentDevelopment

The Idea:The Idea:

The idea is to develop, diffuse and promote a series of The idea is to develop, diffuse and promote a series of contents connected to the resources and sectors contents connected to the resources and sectors economically important in the Province of Trapani, through economically important in the Province of Trapani, through the use of modern forms of multimedial communication.the use of modern forms of multimedial communication.

Later the different types of multimedial contents, with the Later the different types of multimedial contents, with the use of internet, will be the object of discussion, sharing, use of internet, will be the object of discussion, sharing, exchange of experiences, information and knowledge exchange of experiences, information and knowledge between the users of the network.between the users of the network.

The Project:The Project:

The project provides the creation of a website of “Social The project provides the creation of a website of “Social Networking” multi thematic in which different types of Networking” multi thematic in which different types of users, community, enterprises or local institutions of the users, community, enterprises or local institutions of the Province of Trapani interact with private or public Province of Trapani interact with private or public individuals who live abroad.individuals who live abroad.

The users thanks to the “Social Network” can activate The users thanks to the “Social Network” can activate continuously acquaintances relating to their social needs, continuously acquaintances relating to their social needs, identity needs and the need to belong to a virtual identity needs and the need to belong to a virtual community.community.

With an increasing number of members from the “Social With an increasing number of members from the “Social Network” the opportunities of social and economic growth Network” the opportunities of social and economic growth of the territory is possible.of the territory is possible.

The Aims:The Aims:

Realize a website as “Social Networking” which will Realize a website as “Social Networking” which will represent the digital platform for sharing and exchanging represent the digital platform for sharing and exchanging multimedial contents between all the users that will join multimedial contents between all the users that will join the “Networking Community of the Province of Trapani”.the “Networking Community of the Province of Trapani”.

Optimize the quantity and quality of the contents that will Optimize the quantity and quality of the contents that will be the object of discussion in the network using tools of be the object of discussion in the network using tools of “Knowledge Management”.“Knowledge Management”.

Promote the knowledge’s dissemination in specific Promote the knowledge’s dissemination in specific sectors so to stimulate the creation of new products and sectors so to stimulate the creation of new products and services that can be used in the local territory.services that can be used in the local territory.

The Aims:The Aims:

Identify possible opportunities of development for the Identify possible opportunities of development for the territory, generated from the numerous social interactions territory, generated from the numerous social interactions between on-line and off-line network users.between on-line and off-line network users.

Favour new future collaborative relationships between Favour new future collaborative relationships between university, local and foreign research institutes. university, local and foreign research institutes.

Promote exchange of know-how between local and foreign Promote exchange of know-how between local and foreign firms to increase labour mobility, foreign investment’s firms to increase labour mobility, foreign investment’s attraction and the internationalization of little and medium attraction and the internationalization of little and medium firms.firms.

Activate relationships or create joint venture with foreign Activate relationships or create joint venture with foreign network.network.

The InnovationThe Innovation

Why a Social Network?Why a Social Network?

Use of Social Network Use of Social Network in Italyin Italy

Why use social networkWhy use social network % %

Meet new peopleMeet new people 4949

Good way to keep up to dateGood way to keep up to date 2525

Express their views or interestsExpress their views or interests 6161

Keep in touch with friends and Keep in touch with friends and relativesrelatives 4747

Look at other people’s spaces Look at other people’s spaces 5757

Build professional relationsBuild professional relations 2525

Forrester Research: Social Network Italian users = 19 million (March 2008)Forrester Research: Social Network Italian users = 19 million (March 2008)

Use of Social Network Use of Social Network in Italyin Italy

Frequency of useFrequency of use %%

Every dayEvery day 4040

Sometimes a weekSometimes a week 3838

Once a weekOnce a week 1515

Once every two weeksOnce every two weeks 77Forrester Research:Social Network Italian Users = 19 million (March 2008)Forrester Research:Social Network Italian Users = 19 million (March 2008)

The New Trend of The New Trend of CommunicationCommunication??

The Era of The Era of ConversationConversation

The enterprises discover a new way to doing marketing, The enterprises discover a new way to doing marketing, partecipating in on-line conversation.partecipating in on-line conversation.

The advertisements give way to views.The advertisements give way to views.

The word of mouth amplifies the effects through new forms The word of mouth amplifies the effects through new forms of communication(one to one,many to many,few to few)of communication(one to one,many to many,few to few)

To communicate new tools are used: blog, forum, RSS, To communicate new tools are used: blog, forum, RSS, instant messenger, video etc.instant messenger, video etc.

The members of the community become contents The members of the community become contents producers (User Generated Content)producers (User Generated Content)

From W.O.M. To W.O.W.From W.O.M. To W.O.W.

Word of mouth Word of web Word of mouth Word of web

Off-line Off-line On-lineOn-line

The meeting place?The meeting place?

The Social The Social NetworkNetwork

People

Enterprises

InstitutionsAssociations

And Organizations

Universitiesand

Research Institutes

Social NetworkSocial Network

The The 55 Must of Social Must of Social NetworkingNetworking

1.1. Locate groups of people who share the same Locate groups of people who share the same interests.interests.

2.2. Identify what are the arguments that satisfy Identify what are the arguments that satisfy more needs of individuals/groups of users.more needs of individuals/groups of users.

3.3. Build trust and loyalty towards community Build trust and loyalty towards community members.members.

4.4. Planning integrate interventions on-line and off-Planning integrate interventions on-line and off-line to improve the quality of the services line to improve the quality of the services supplied .supplied .

5.5. Check the quality of the contents exchanged on Check the quality of the contents exchanged on the network and measure the results obtained.the network and measure the results obtained.

The new Generation of Consumers

Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go.

A.G. Lafley, CEO and Chairman of Procter&Gamble, October 2006

Thanks for Yours Thanks for Yours attentionattention

Dr. Calogero CarusoDr. Calogero Caruso

ccaruso79@yahoo.itccaruso79@yahoo.it