The social media landscape is changing rapidly, deeply impacted by the pandemic and the trends of the newer generations looking for a more personalized experience and sense of community in their media consumption habits. In this environment, Twitch, a live streaming platform, has revolutionized the relationship between creators and audiences opening new opportunities for businesses in terms of marketing, communication, and sales. This research identifies the goals a company can attain when investing its marketing budget in Twitch-based campaigns and the diverse ways they can achieve them. The study first delineated the interaction among actors in the dynamics: users, streamers, Twitch, companies, and agencies. Subsequently, a framework was built as a two-way table with the campaign's purpose and the different ways to invest in the platform on the two sides. Furthermore, the Italian landscape was analyzed to bring empirical evidence on how the other interactions between the goals and actions could be achieved. The analysis involved direct interviews with various stakeholders to combine different viewpoints and cases from secondary sources. The main takeaway from this research is the higher importance of community engagement compared to other social media. In fact, content is co-created with the audience and with immediate feedback on performance. Another crucial aspect highlighted is the importance of communicating appropriately to the context and the audience. New media specialists focused on this type of communication should be introduced in organizations to stay on top of the storytelling needed to succeed through this media. In conclusion, live streaming platforms offer companies the opportunity to increase brand fidelity by tightening the relationship with the customer and creating a sense of community that connects creators, users, and the brand
Il contesto dei social media sta mutando rapidamente, profondamente segnato dall’impatto della pandemia e dalle nuove generazioni più interessate a contenuti personalizzati e senso di community. Nel 2020 Twitch, piattaforma di contenuti live streaming, ha rivoluzionato la comunicazione tra creator e pubblico nel panorama italiano. Le trasmissioni live streaming hanno aperto opportunità comunicative e pubblicitarie del tutto nuove per le aziende. Lo scopo di questa tesi è quello di identificare da un lato le motivazioni per cui un’azienda voglia investire in Twitch come leva di marketing e comunicazione, e dall’altro le attività che può intraprendere sulla piattaforma per raggiungere i suoi obiettivi. La ricerca ha in prima istanza delineato gli attori e le interazioni tra essi utilizzando il Platform Thinking. Gli attori coinvolti sono: utenti, streamer, aziende, agenzie e Twitch. In seguito, è stato delineato un framework come tabella a due entrate che vede sulle righe gli obiettivi, e sulle colonne le attività. Per costruire e riempire le intersezioni del modello sono state eseguite interviste ad esponenti di tutte le categorie di attori e analizzati casi da fonte secondaria analizzando i punti di vista di coloro che creano valore attraverso la piattaforma. I principali takeaways dall’analisi critica hanno evidenziato come l’engagement e gli effetti della community siano maggiori rispetto agli altri social media. Un aspetto cruciale è la necessità di utilizzare un linguaggio e un contenuto appropriato al media e al target di riferimento. Il contenuto è co-creato con il pubblico e con riscontro immediato delle performance. Questo media permette la conversione durante la trasmissione live attraverso link diretti. L’investimento in un nuovo media come Twitch introduce nuove figure manageriali nel quadro organizzativo in quanto la costanza e la coerenza del messaggio sono fondamentali per il successo. In conclusione, le live stream offrono la possibilità di proseguire verso la direzione dell’umanizzazione dei valori dei brand, istituendo un rapporto di fiducia tra azienda e consumatori, e favorendo la costruzione di una community di valore.
Twitch's role as a marketing and communication lever in the italian market
Galbiati, Alberto
2021/2022
Abstract
The social media landscape is changing rapidly, deeply impacted by the pandemic and the trends of the newer generations looking for a more personalized experience and sense of community in their media consumption habits. In this environment, Twitch, a live streaming platform, has revolutionized the relationship between creators and audiences opening new opportunities for businesses in terms of marketing, communication, and sales. This research identifies the goals a company can attain when investing its marketing budget in Twitch-based campaigns and the diverse ways they can achieve them. The study first delineated the interaction among actors in the dynamics: users, streamers, Twitch, companies, and agencies. Subsequently, a framework was built as a two-way table with the campaign's purpose and the different ways to invest in the platform on the two sides. Furthermore, the Italian landscape was analyzed to bring empirical evidence on how the other interactions between the goals and actions could be achieved. The analysis involved direct interviews with various stakeholders to combine different viewpoints and cases from secondary sources. The main takeaway from this research is the higher importance of community engagement compared to other social media. In fact, content is co-created with the audience and with immediate feedback on performance. Another crucial aspect highlighted is the importance of communicating appropriately to the context and the audience. New media specialists focused on this type of communication should be introduced in organizations to stay on top of the storytelling needed to succeed through this media. In conclusion, live streaming platforms offer companies the opportunity to increase brand fidelity by tightening the relationship with the customer and creating a sense of community that connects creators, users, and the brandFile | Dimensione | Formato | |
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2022_12_Galbiati_01.pdf
solo utenti autorizzati dal 30/11/2023
Descrizione: Master Thesis
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2022_12_Galbiati_02.pdf
solo utenti autorizzati dal 30/11/2023
Descrizione: Executive Summary
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https://hdl.handle.net/10589/196662