2. 1. Goals
2. Strategy
3. Campaign
4. Actions
5. Buzz Marketing & Tribes Relation

3. 1. Goals

4. Goals
Goals
• Bring the subject of Net Neutrality to the attention of
public opinion;
• Put forward the idea of the importance of a Free and
Neutral network;
• Encourage people to act upon and/or support real or
symbolic actions in defence of such principles;
• Create a communication platform to involve other
business and institutional actors and to promote several
CALL TO ACTIONS (both symbolic and political).
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5. 2. Strategy

6. Strategy
What is Web Campaigning?
“Web Campaigning consists of a set of interactions carried
out prevalently (but not exclusively) online, with a
tangible and pragmatic objective. These interactions
take place over a definite and restricted period of time,
involving supporters, allies and opponents of a particular
target at local, national or global level”.
(Mosca/Santucci: 2008)
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7. Strategy
What is Web Campaigning?
Il Web Campaigning:
1. Develops prevalently online;
2. Extends to other media too;
3. Involves allies, opponents and supporters at local,
national and global level;
4. Pursues tangible and pragmatic objectives.
Daria Santucci, University of Turin, Laboratory on Web campaigning, 2009
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8. Strategy
Web Campaigning
1. It develops prevalently online
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9. Strategy
Web Campaigning
2. It extends to other media too
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10. Strategy
Web Campaigning
3. It involves allies, opponents and supporters at local,
national and global level
• Video has documented the support that millions
of Americans gave to Obama’s election campaign,
participating in the
political process
and allowing
for the establishment
of a movement
for change.
http://www.youtube.com/watch?v=EcRA2AZsR2Q
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11. Strategy
It involves allies, opponents and supporters at local, national and global level
• Video has shown Barack Obama supporters gathering
for the first time in New York City.
• This event, organised by a group calling themselves
NYC4Obama, was put together on the Internet.
http://www.youtube.com/watch?v=Ll2XOJ7FEbcq
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12. Strategy
Web Campaigning
4. Pursues tangible and pragmatic objectives
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13. Strategy
Pursues tangible and pragmatic objectives
• Let’s Abolish Them is the name
of a petition promoted
by Andrea D’Ambra in 2006
against mobile phone
recharging duty.
• Thanks to 820,000 signatures
and to Beppe Grillo,
the Government,
at the request of the
European Commission,
abolished mobile recharging
duty in 2007.
Daria Santucci, University of Turin, Laboratory on Web campaigning, 2009
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14. Strategy
Kinds of web campaigns
Daria Santucci, University of Turin, Ph.D. thesis, 2008
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15. Strategy
Kinds of web campaigns
Daria Santucci, University of Turin, Ph.D. thesis, 2008
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16. Strategy
Web Campaign Typologies
Web Campaign
Typologies
Interest Opinion
Campaigns Campaigns
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17. Strategy
Therefore
Our will be more UNIVERSAL and OPINION
CAMPAIGN based on:
1. Internet, but not solely internet;
2. Spontaneous mobilization through strong identification
(unafraid of losing control!);
3. Strong personal and experiential involvement
(from users/participants);
4. Engagement of a more influential and institutional public that
plays the role of Ambassador and a broader, less
specialized, mass public that includes a widened user base.
5. Many symbolic and identitarian (but also political) CALL TO
ACTIONS!
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18. Strategy
Point to “Engagement”
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19. Strategy
An involved person
Each of us remembers:
·10% of what we read
· 15% of what we hear
· 80% of our personal experiences
Brands need to create “experiences”
to make people talk about them!
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20. Strategy
From a conventional flow . . .
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21. Strategy
…to an unconventional flow
Viral
Effect
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22. Strategy
Value of Communication
• Innovators and precocious adopters are people who are
willing to spread ideas and new fashions, also in regard
to new products and services.
• The people who make up the late-coming majority listen
to these “influencers”.
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23. Strategy
Viral Vs Traditional
Message Message
people
people
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24. 3. Campaign

25. Campaign
Big Idea!
Big Idea!
Strategy
Inspire Involve Action
BUZZ + PRESS OFFICE + SEEDING
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26. Campaign
Big Idea!
Big Idea!
Strategy
Inspire Involve Action
Step 1 (nov-jan) – Step 2 (jan-x)
BUZZ + PRESS OFFICE + SEEDING
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27. Cultural references

28. Campaign
Cultural References
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29. Campaign
Cultural References
http://www.youtube.com/watch?v=jjXyqcx-mYY
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30. Campaign
Cultural References
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31. Campaign
Cultural References
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32. Campaign
Cultural References
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33. Campaign
Cultural References
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34. Campaign
Cultural References
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35. Campaign
Cultural References
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36. Campaign
Cultural References
DELETE !
An artistic installation which has changed
the characteristics of Vienna : Christoph
Steinbrener and Rainer Dempf removed
all brands from the Old City Centre!
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37. Campaign
Cultural References
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38. Campaign
Cultural References
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39. 3. Campaign
Concept

40. Campaign
Naming
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41. Campaign
Concept
Free as the Web
For a free and neutral Internet
A personal claim that is transformed
into support for a common cause.
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42. Campaign
Concept
The Movement
The movement is an expression of young and motivated citizens,
professionals, entrepreneurs, students, univeristies, associations as:
Codice Internet* (a no-profit organization that promotes Internet in
italy guided by the TV journalist Marco Montemagno)
www.codiceinternet.it
Ninjamarketing* (a group of cultural creatives)
www.ninjamarketing.it
RENA*, Net for National Excellence (a young and no politcal
association for improving best practices in Italy)
www.progetto-rena.it
*Endorsements are examples, to be confirmed.
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43. Campaign
Concept
The Movement
the major Internet players (Google, Libero, Virgilio, Yahoo, etc.)
support the movement for a Free and Neutral Net.
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44. 4. Actions

45. 4. Actions
(step 1)

46. Actions • PHASE 1
Think Tank
ACTION STEP 1 (nov-jan)
In the first step of the campaign we will:
- create the website freeastheweb.com
- create the think thank
- recruite the ambassadors
- communicate the born of the movement with
an inspiring video
- seed the viral gadgets
- start a banner campaign
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47. Actions • PHASE 1
Declinations
Brand
Channel
Social
Viral
Media
Video
Team
Think
Blog
Thank
Gadget Widget
Video
Banner
Seeding
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48. Actions • PHASE 1
Think Tank
Think Tank
A high-level “think tank” devoted to the campaign will be set up.
Political and sociological strategists, strategy-planners, creative
and media anthropologists will all work together:
to define every strategic aspect of the campaign;
to conceive the viral video;
to create content for the blog.
A few examples: Magnus Eriksson, Derrick De Kerkove,
Marco Montemagno, etc.
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49. Actions • PHASE 1
Think Tank
Derrick De Kerkove
• He is the director of the
McLuhan Programme in
Culture and Technology, the
author of “The Skin of Culture
and Connected Intelligence”
and a University professor
in the French Language
department of the University
of Toronto.
• At present he is a lecturer
in the Sociology Faculty
of the Università degli Studi di Napoli Federico II where he gives
Courses in "Methods and Analysis of Web Sources", "The Sociology
of the Digital Culture" and "The Sociology of Digital Art".
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50. Actions • PHASE 1
Think Tank
Adam Arvidsson | Derrick De Kerckove
Magnus Eriksson | Marco Montemagno | Michelangelo Tagliaferri
Luca De Biase | Alex Giordano e Mirko Pallera
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51. Actions • PHASE 1
Web Site
freeastheweb.com
A blog and a YouTube Brand Channel will be the secretariat
of the movement which will launch a series of activities
designed to “mobilise” the various Network tribes.
The Web Site will contain the Viral Video and contributions
from well-known Web names on the topics
of Net Neutrality and the Freedom of the Net.
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52. Actions • PHASE 1
Viral Video
Viral Video
The institutional video of the campaign will be a current
and poetic vision of the theme of Freedom.
The tone will be exciting, captivating, meaningful and poetic.
It will help to touch the depths, to ‘sting’, to soothe and to sear the soul,
to strike, to entice and to reawaken in everyone their innate and instinctive
sense of Freedom and sharing.
This will serve as content to be fed onto the Web
through the Social Media Team and YouTube.
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53. Actions • PHASE 1
Cultural References
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54. Actions • PHASE 1
Multimedia
Widgets
To allow all users to contribute to the cause
of a Free and Neutral Net, manifesting on their own sites,
blogs, social networks or instant message programs
their adhesion to the movement.
An electronic widget will be created.
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55. Actions • PHASE 1
Cultural References
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56. Actions • PHASE 1
Multimedia
Banner
“I'm free as . . .”
A campaign banner/display advertising
will facilitate access to the brand channel.
The banner first allows you to write something,
then it erases what you have written giving you
the following message:
"Support the campaign for a Free and Neutral Net”
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57. Actions • PHASE 1
Social Media Team
Social Media Team
The Social Media Team will deal with:
- feeds of and disseminating the viral video;
- co-ordinating the contents of the blog/brand channel;
- managing the assigned social networks;
- monitoring the campaign.
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58. 4. Actions
(step 2)

59. Actions • PHASE 2
Think Tank
ACTION STEP 2 (nov-X)
In the second step of the campaign we will:
• activate the CALLS TO ACTION:
- free as a musician
- free as a director
- free as a webber
- free as..
• Totem of Internet Freedom
• Subscription to the Movement
• Traditional Media campaign (TO BE DEFINED)
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60. Actions • PHASE 2
Declinations
Web Site
Buzz
Contests
Marketing
Ambient Radio
Branded
Print Ad
Entert.
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61. Actions • PHASE 2
Sountrack
Music
Free as the Web will be a musical track, the soundtrack
of every thought and action linked to the movement
for a Free and Neutral Internet.
A joyous hymn, a chorus, easy to listen to, easy to sing
and cathartic, capable of giving vent to frustrations
and creating space for the excitement of feeling
part of a collective movement.
A song to liberate and give vent to everybody’s Freedom.
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62. Actions • PHASE 2
Cultural References
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63. Actions • PHASE 2
Audio Format
I’m Free as a Musician
The musical movement for a Free and Neutral Net.
A creative competition, devoted to musicians and DJs,
to realize the official cover of the movement
for the Freedom of the Net.
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64. Actions • PHASE 2
Video Format
I’m Free as a Director
The video movement for a Free and Neutral Net.
A creative competition, devoted to video-makers, directors
and visual artists, to make their video contribution about
the Freedom of the Net.
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65. Actions • PHASE 2
Video Format
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66. Actions • PHASE 2
Photo Format
I’m Free as a Webber
The photographic movement for a Free and Neutral Net.
A photographic format for all Net users
who want to show their faces!
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67. Actions • PHASE 2
Nano-Publishing
I’m Free as a Blogger
Special White Net Day
A day of visual “blackout” of the contents
of blogs and of nano-publishing sites.
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68. Actions • PHASE 2
Multimedia
Banner
“I'm free as . . .”
The banner first allows you to write something,
then it erases what you have written giving you
the following message:
"Support the campaign for a Free and Neutral Net”
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69. Actions • PHASE 2
Press Campaign
Print Ad
The search for – Freedom - has not produced
any result in any document.
What would Net research be like without Freedom.
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70. freeastheweb.com 70

71. Actions • PHASE 2
Outdoor
Billboard
White with the “Free as the Web” slogan accompanied
by colours and felt tip pens to encourage interaction.
Leave your contribution to Freedom,
don’t let the Net stay white!
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72. Actions • PHASE 2
Outdoor
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73. Actions • PHASE 2
Street
Video Box
An empty space, open to all, where users can register
and share their own video contributions to a Free and Neutral Net,
where the camera lens represents the sheet of white
paper waiting to be filled.
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74. Actions • PHASE 2
Ambient
Totem
In squares, streets and at pedestrian crossings, to inform and involve
everyone in the movement for a Free and Neutral Net.
Totems with monitors where all the creative contributions
(audio, photos and video) created by users and present on the
website can be visualized in a random sequence by passers-by.
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75. Actions • PHASE 2
Ambient
Installation
All we produce does not exist!
(they are only files, remember that!).
A “monument” created by the web that leaves a real mark,
visible and tangible proof, a strong message that does
not fear “formatting”.
(and especially visible from Google Earth!!!)
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76. freeastheweb.com 76

77. Actions • PHASE 2
Multimedia
Widgets
To allow all users to contribute to the cause
of a Free and Neutral Net, manifesting on their own sites,
blogs, social networks or instant message programs
their adhesion to the movement.
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78. Actions • PHASE 2
Gadget
Knick-knacks
T-shirts, caps, badges, plastic magnets
with the slogan “Free as the Web”
so everybody can show their membership
of the movement and contribute
to the spread of the campaign
as Freedom Ambassadors.
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79. Actions • PHASE 2
Gadget
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80. Actions • PHASE 2
Gadget
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81. Buzz Marketing
5.
& Tribes Relation

82. Buzz Marketing & Tribes Relation
Buzz Marketing & Tribes Relation
• To foster access to the site and to spread information
regarding its activities online it is necessary to stimulate
network buzz through relations with sites, newsgroups,
blogs;
• The means with which it is possible to support the launch
of the site and the initiative are the Internet, the activity
of Buzz Marketing and of Tribes Relation;
• Launch activities
and assessment of
viral videos and their
activities will be
overseen by the viral
media centre 2.0
VIRAL BEAT.
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83. Buzz Marketing & Tribes Relation
Buzz Marketing & Tribes Relation
• The activity of Buzz Marketing+Tribes Relation allows us to:
1. Develop and fuel conversations;
2. Monitor and analyse conversations over the Net;
• This activity is aimed at involving the influencers
who foster the spread of news.
• Everything is aimed at generating general interest
and curiosity about a site, a product or in multimedia
content.
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84. Buzz Marketing & Tribes Relation
Consumer Experience
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85. Buzz Marketing & Tribes Relation
Why Internet?
• Any discussion and/or judgement present on the Net
is able to influence other people’s opinions on that
subject;
• Because a high number of opinion leaders are on the
Net;
• The Internet is a “free” medium where everyone
can express their opinions freely and where thousands
of conversations take place every day.
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86. Buzz Marketing & Tribes Relation
Buzz Marketing & Tribes Relation
• The activities of Buzz Marketing & Tribes Relation will
be initiated and supported by preset activities with
the following objectives:
• Direct traffic to the site;
• Nurture curiosity and word of mouth online;
• Increase the element of “coolness”
and “current-ness” of the brand;
• Generate media buzz.
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87. Buzz Marketing & Tribes Relation
The Activity
• The strategy at the base of the activity is made up
of different steps:
1. Audit
2. Analysis e strategy
3. Relation
4. Reporting
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88. Buzz Marketing & Tribes Relation
Audit
The audit phase and predisposition of the basic tools
Identification and mapping of all the virtual communities
and people potentially interested in the activity.
• These communities are recognised in the form of :
• Sites/Forums
• Newsgroups
• E-mail lists
• Blogs
• Creation of an ad hoc database.
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89. Buzz Marketing & Tribes Relation
Analysis and Strategy
The phase of analysis and strategy
Elaboration of an approach strategy that respects
the symbolic and psychological codes of the target.
• In order to achieve this it is necessary to study the IT
system in which the discussion takes place: who takes
part, how the discussion happens, what the rules of the
community are and the ways the members relate to one
another.
• This phase will be managed by an anthropologist who is
an expert in online communication and tribes.
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90. Buzz Marketing & Tribes Relation
Relation
The relation phase
Seeding information through contact with bloggers,
signaling information to selected forums, newsgroups
and sites.
• Contact with the “influencers” is often a psychological
task requiring initiation in different ways according to
particular cases.
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91. Buzz Marketing & Tribes Relation
Reporting
The reporting phase
Analysis of generated conversations and dissemination
of news about the campaign.
• Periodic reporting to the Client on activity results.
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92. Buzz Marketing & Tribes Relation
Reporting
• For monitoring activities we will make use of a system of
qualitative research capable of monitoring and analysing
the conversations generated on the Net,
more or less spontaneously.
• This system of analysis allows
us to monitor periodically
changes of opinions present
on the Net concerning
the brand and its activities.
• The discussions generated
are collected in report
documents processed
by our specific software.
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93. Buzz Marketing & Tribes Relation
Monitoring
• The system of monitoring we have adopted allows us to:
• Evaluate the effectiveness of the entire communication
campaign;
• Monitor perceptions of the brand on the Net;
• Single out over time those opinions that could damage
the reputation of the brand;
• Know the opinion of users about products and services
and discover therefore, what their needs and/or
desires are.
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94. Buzz Marketing & Tribes Relation
Analysis of Conversations: Statistics
These images synthesise the data gathered online regarding Dior
products.
Key Information on opinions
Opinions on product lines
Information about who has expressed opinions
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95. Buzz Marketing & Tribes Relation
Map of Perception
These graphs show opinions
expressed by consumers,
opinion leaders and other
subjects on sites, forums and
blogs. The opinions concern
specific attributes of the
trade mark and/or the
product.
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96. Mirko Pallera Giancarlo Catucci
jonin - strategic & creative director account manager
mirko@ninjalab.it giancarlo.catucci@ninjalab.it
info@ninjalab.it