Proceedings of the 12th European Conference on Knowledge ...

Maurizio Massaro and Roland Bardy
The main topic <strong>of</strong> <strong>the</strong> interviews was how <strong>the</strong> BNS could affect <strong>the</strong> KM process. Thus, based on <strong>the</strong>
aims <strong>of</strong> <strong>the</strong> project, we asked:
• What kind <strong>of</strong> knowledge is produced through <strong>the</strong> BNS? (What)
• Who is <strong>the</strong> Knowledge source in <strong>the</strong> BNS and <strong>the</strong> knowledge destination? (Who)
• How does <strong>the</strong> BNS affect your process <strong>of</strong> Knowledge management? (How)
• What is <strong>the</strong> main effect <strong>of</strong> <strong>the</strong> introduction <strong>of</strong> BNS in your KM process? (Effects)
4. The Kid’s space
The ”kid’s space” (in Italian: ”Star in cameretta”, reference www.starincameretta.it) is a result <strong>of</strong> a BNS
developed by some Italian companies regarding <strong>the</strong> world <strong>of</strong> a child’s room. The URL will be online
from mid April, 2011.
The project aims to build several Web 2.0 solutions in <strong>the</strong> field <strong>of</strong> a child’s room like a web portal
(including: web sites, forums, blogs, video contests), mobile App (iphone, android, …), social network
applications (Facebook, Youtube, …) . The topics are organized in five major groups: (i) Safety (ii)
Ecology (iii) Design (iv) Sleep (v) Play.
Using specific sections <strong>of</strong> each Media solution (Web, Mobile App, etc.) users could acquire specific
information (product features,) <strong>of</strong>fered by <strong>the</strong> companies‘ experts and <strong>the</strong>y could leave <strong>the</strong>ir
comments. Specific sections were designed in order to allow users to share information using blogs,
forums etc and to ask for tips from experts. Specific parts will be realized for creating idea contests.
As shown in table 1, Kid’s space is achieved through a partnership between several leading
enterprises operating in <strong>the</strong> kid’s room business. The project manager is Heritage Group, a leading
Italian company in <strong>the</strong> field <strong>of</strong> new media strategy that has catalyzed o<strong>the</strong>r companies as partners in
<strong>the</strong> project. Enterprises selected are recognized as business leaders in <strong>the</strong>ir specific field. Table 1
gives a short overview <strong>of</strong> <strong>the</strong> companies <strong>of</strong> <strong>the</strong> network.
Table 1: Partners <strong>of</strong> <strong>the</strong> Buzz Network Strategy
Name Field
Heritage Group Advertising, strategy, new medias
Moretti Compact spa Kids room furniture
Rex Electrolux spa (Italy branch) Household appliances
Artsana spa Baby care (under <strong>the</strong> brands <strong>of</strong> Chicco and Prenatal)
Emmecia Textile
Calligaris spa Furniture
A.P.T. Val di Fassa Holidays
We were informed by <strong>the</strong> Heritage Group CEO that <strong>the</strong> communication approach, being <strong>the</strong> first step
<strong>of</strong> <strong>the</strong> project development, will be set in motion in April 2011. O<strong>the</strong>r steps will be taken in <strong>the</strong> middle
<strong>of</strong> 2012 since <strong>the</strong>y require high investments and are only possible when <strong>the</strong> project has acquired
enough users and high visibility. The following sections give a short description <strong>of</strong> <strong>the</strong> project’s
objectives.
3.1 Communication aims
Kid’s space is a multi-platform solution based on web 2.0 technology. This means that several kinds
<strong>of</strong> media will be used: web sites, social network sites (facebook, …), apps, forums, web-tv and o<strong>the</strong>r
platforms. Using a multi-platform approach and involving <strong>the</strong> leaders in <strong>the</strong> business field, <strong>the</strong>se
companies want to create high impact by acquiring numerous users and giving high visibility to <strong>the</strong>
initiative in order to create a new communication channel. The communication process involves:
experts (eg. architects and o<strong>the</strong>r pr<strong>of</strong>essionals) that <strong>of</strong>fer <strong>the</strong>ir help to consumers; several
features will be activated like e.g. ”Ask for your personal projects”, etc; best projects will be
published and selected into specific forum categories;
consumers using <strong>the</strong> forum may create an information sharing process versus consumers,
experts and companies;
companies that use specific tools may create an information sharing process versus experts and
companies.
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