CORSO DI LAUREA SPECIALISTICA IN
SISTEMI E PROGETTI DI COMUNICAZIONE (CL. 101/S)
TESI DI LAUREA IN WEB MARKETING
BUILDING A WEB MARKETING EXPERIENCE:
THE MALTESE CASE OF WHERE’S EVERYBODY
CANDIDATO:
Sig.ra Benedetta Romani
ANNO ACCADEMICO 2008
UNIVERSITA’ DI PISA
CORSO DI LAUREA SPECIALISTICA IN
SISTEMI E PROGETTI DI COMUNICAZIONE (CL. 101/S) Curriculum Organizzazione
TESI DI LAUREA IN WEB MARKETING
BUILDING A WEB MARKETING EXPERIENCE:
THE MALTESE CASE OF WHERE’S EVERYBODY
DOCENTE RELATORE: Chiar.mo Prof. Luca Mori
ANNO ACCADEMICO 2008 – 2009
SISTEMI E PROGETTI DI COMUNICAZIONE (CL. 101/S)
BUILDING A WEB MARKETING EXPERIENCE:
THE MALTESE CASE OF WHERE’S EVERYBODY
DOCENTE RELATORE: Chiar.mo Prof. Luca Mori
1 INDEX
Introduction. Why Malta p.3
1. Macro field: economic, social, cultural variables » 7
1.1 History and political-economic development of Malta from the Independence up to the present date » 7
1.1.1 Independence and Republic » 7
1.1.2 Government and politics » 9
1.2 Demographic-economic variables analysis » 12
1.2.1 Population and migration » 12
1.2.2 Economy » 14
1.3 Social-cultural variable analysis » 16
1.3.1 Religion » 16
1.3.2 Language and education » 17
1.3.3 Communications » 18
2. Micro field: setting and competitors » 26
2.1 Where’s Everybody Production House (WE) » 26
2.2 TV Programme Schedule » 31 2.2.1 Xarabank » 33 2.2.2 Bondiplus » 35 2.2.3 Deal or No Deal » 37 2.2.4 Hadd Ghalik » 39 2.2.5 X’Qala l-Bahar » 41 2.3 Competitors » 43
2.3.1 Public Broadcasting Service (PBS) » 44
2.3.2 Other stations and TV programmes » 45
2 3. Marketing 2.0: how the Web changes marketing rules » 50 3.1 Web Marketing characteristics: a relative picture » 54
3.1.1 From transaction to relation » 55
3.1.2 A peculiar intent: communicate » 57
3.1.3 Customer empowerment » 62
3.1.4 From 4P to 4E » 63
3.2 A glance at social media marketing » 65
3.3 Potentialities of Enterprise 2.0 » 67
4. Web marketing tools and application: Where’s Everybody strategies » 68 4.1 Corporate website and mini sites: characteristics of a good design » 70
4.1.1 Where’s Everybody corporate website » 71
4.1.2 Where’s Everybody mini sites » 77
4.1.3 How to measure interactivity? » 86
4.1.4 Competitors’ websites » 88
4.2 Social networks: features and usage » 92
4.2.1 Facebook » 93
4.2.2 YouTube » 99
4.2.3 Hi5 » 104
4.2.4 Flickr and MySpace » 108
4.2.5 How to measure social networks membership? » 110
4.2.6 Competitors’ applications of social networks » 110
4.3 Streaming and on-demand television » 115
4.4 Measures for effectiveness: public and private surveys » 117
4.4.1 Broadcasting Authority surveys » 119
4.4.2 Media Warehouse surveys » 126
Conclusions » 130
Appendixes » 142
