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Wonderful italians
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WONDERFUL ITALIANS A 24H SOCIAL CASE STUDY
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Transcript of Wonderful italians
WONDERFUL ITALIANSA 24H SOCIAL CASE STUDY
STRATEGY CREATION 0
STRATEGY // THE GUIDELINES
Goals
Short term
Show our contents to the largest possible number of people
Focus on likes and views
Long term
Raise the audience engagement about Italian culture and lifestyle
Focus on followers, comments and loyalty
Target audience
Anybody who might be interested in knowing something more about Italy
OUR STRATEGY // HOW?
CHANNELS Videos
Boomerangs
Quiz
Listicles
Hashtags
ORIGINAL CONTENTS
CITIES
FOODSTEREOTYPES
3 TASK FORCES
FACEBOOK // MAIN CHALLENGES
What to post and how to start
Understanding of data: website clicks, reached etc.
Data evaluation for a short period of time
- Average statistics
- Cross-platform traffic (from where, how many)
Identifying influencers
FACEBOOK // PANORAMIC OF THE PROFILEFEATURES
Various content
- quizz, map, video, GIF, pictures
Food, cities, culture stereotypes
Main focus groups
- Foreigners in Italy
- People interested in Italian culture
Available for everyone
- English
Informal style
FACEBOOK // SEEDING THE CONTENT
Student groups
- Nantes
- Erasmus students: Rome, Milan, Florence, Venice, Turin, Bologna
Tourists
Italians living abroad
Foreigners living in Italy
- Italy explained to foreigners
- Italian foreign language
- It´s an Italy thing, you wouldn´t understand
FACEBOOK // TEST & CONTROL
WHAT WORKED WHAT DIDN’T WORK
Seeding the content to friends
Self-produced video
Sponsoring Instagram
Quizz
Contest
Reach several groups
FACEBOOK// ANALYTICS
FACEBOOK// ANALYTICS
https://www.youtube.com/watch?v=5hp1MzLLmjw
FACEBOOK// ANALYTICS
Call for action & funny content
FACEBOOK // KEY LEARNINGS
Posting at lunch time higher reach
Video the most powerful content
Starting seeding from the beginning
Publishing more Instagram content
Due to lack of time:
- no intrígue
- no AB Testing just assumptions used
PINTEREST// PANORAMIC OF THE PROFILE
FEATURES
Multiple topics
Italy @360°
InterConnected
Insights on lifestyle
La Grande Bellezza
CRITICAL SUCESS FACTORS
Critical Mass
Attracting pictures
Third party contents
Informative descriptions
Humorism
PINTEREST// THE BOARDS
PINTEREST// ACTIONS TO DEVELOP THE PROFILE
Comment on popular pinsIn order to gain more followers using external sources.
Mention other influencersSo they can take the role of seeders.
Connect to other social networksSo that the intimate nature of Pinterest can be counterbalanced by the more public attitude of other platforms.
Join and contribute to other boardsIn order to have contents related to the one published by us.
Share contents frequentlyTo generate engangement, interest and curiosity.
PINTEREST// CONSIDERATIONS
Forget to link to Facebook and twitter
We should have make sure our users could automaticaly follow us on
Facebook and twitter through the
“Account Settings” of Pinterest.
Neglecting Pinterest collaborative functions
We could have given more responsibilities to other team
member in order to share other contents.
Involve famous endorsers
To describe our content in a more attractive way.
MIS
TA
KE
S
Good descriptive platformThe board system is useful to describe
different aspects of a topic.
Less mass public oriented
Usually the platform is used by users to share contents with an
intimate public.
Lack of entertainmentLooking at Pinterest is less
involving than joining contents on other social medias.
CO
NC
LU
SIO
NS
INSTAGRAM // PANORAMIC OF THE PROFILE
FEATURES
A single topic
Boomerang
User Interaction
Storytelling
#Gestures24 #SpeakItalian
KEY SUCCESS FACTOR
Funny captures
Buzz creation through twitter
Use of popular hashtag
Contact with key influencers
Call for action
17 POSTS | 87 FOLLOWERS | 24 HOURS
INSTAGRAM // OVERVIEW
FIRST
BOOMERANG
FIRST FILTER
HELLO WORLD!
GOING VIRAL?
TOP STORY
#GOT
VIP LIKES US
CALL FOR ACTION
INSTAGRAM // ANALYTICS
*Iconosquare PRO
445 likes
17 posts23 comments
87 followersDURINGTHE LAST 24 HOURS
INSTAGRAM // ANALYTICS
*SimplyMeasured
Instagram Engagements1.9x compared to brand average
50
May 24, 2016
WHAT ARE YOU SAYING? - Andrea doesn't agree with Stefano on Hodor being the best GOT character. #8 #Gestures24 #italiansdoitbetter #speakitalian #boomerang #funny #fun #thinking24 #school #project #italy #italians #boy #gi…
Instagram Engagements1.5x compared to brand average
40
May 24, 2016
Hello Igers! We are @b_pezze and @andrefranz_. For the next 24 hours we are taking over Wonderful Italians account to introduce you to the amazing world of Italian gestures. Don't miss it #italy #italians #bodylanguage #it…
Instagram Engagements1.3x compared to brand average
34
May 24, 2016
GNAMMI - This is how Italians express they are enjoying what they are eating. #1 #Gestures24 #italiansdoitbetter #thinking24 #likeforlike #iger #like4like #italia #girl #boomerang #hungry #mars #funny #fun #afternoon #amaz…
INSTAGRAM // ANALYTICS
*Iconosquare
INSTAGRAM // ANALYTICS
*Iconosquare
INSTAGRAM // KEY LEARNINGS
People get passionate about storytelling and characters
Using multi-lingual hashtags to improve the user base
Creating story related to trendy topics helps (#GoT)
Not only fancy picture, Boomerang is a powerful tool on Instagram
When your user base is active, a call for action is a success
2 kind of hashtag:
§ popular to attract users on the page,
§ peculiar to retain people on the page
With #Gesture24 we collected all the videos of the project
TWITTER // PANORAMIC OF THE PROFILE
FEATURES
140 characters
Aggregation role
Used for project seeding
Possibility to share the project
Showcase for Pinterest, Facebook and Instagram
#Thinking24
KEY SUCCESS FACTOR
Possibility to contact influencers
Contacts with Radio and TV programs
Hastaghs
Images increases the interactions
17 TWEETS | 13 FOLLOWERS | 24 HOURS
TWITTER// OVERVIEWINTRODUCING
THE TEAMS
ADV THE
INSTAGRAM CHANNEL
ADV THE
PINTEREST CHANNEL
ADV THE
FACEBOOK CHANNEL
SEEDING
TWITTER // ANALYTICS
*Iconosquare PRO
2,209 tweets impressions
17 tweets46 link clicks
13 followersDURINGTHE LAST 24 HOURS
9 retweets39 likes
TWITTER // #ITALY INFLUENCERS
*Klout
TWITTER // ANALYTICS
*Tweetchup
TWITTER // ANALYTICS
*Twitter Analytics
CONCLUSIONS
THANKS!Any questions?
ALESSIO FALCONE
ALINA BIKMULLINA
ANTONIA VASILEVA
ANDREA FRANZETTI
BEATRICE PEZZE’
FRUZSINA BASKI
KRISTINA KALDE
MATTEO BARBONETTI
STEFANO MARTINAZZI
