HKD2 - Tuscany Region - Voglio Vivere Cosi

1 martedì 16 marzo 2010

VOGLIO VIVERE COSI’ CAMPAIGN A UNIQUE COMMUNICATION PROGRAM Press Airport TV Web ADV Mobile Social Media martedì 16 marzo 2010

VOGLIO VIVERE COSI’ CAMPAIGN A permanent, international communication strategy spanning 3 years A novel approach that uses a different tone of voice 3 2 Communicating a sustainable and responsible way of traveling Communicating a unique mix of a strong identity, art, landscape and wellness martedì 16 marzo 2010

http://www.youtube.com/watch?v=ROXdVKG3-Hs 4 martedì 16 marzo 2010

SOCIAL MEDIA TEAM based on Florence A creative, english speaking, versatile and passionate team Composed of smart people who are already into Social Media 5 martedì 16 marzo 2010

VOGLIO VIVERE COSI’ social media team PERFORMANCE FOCUS AREA: CREATIVITY Creative content editors Creative designers CONTENT Marketing Analyst and Operators Tech Geeks 6 martedì 16 marzo 2010

GOALS and ACTIVITIES Increase awareness of Tuscany’s offering; Promote Tuscany’s best events, products, and landmarks to the right target niches; 7 martedì 16 marzo 2010

GOALS and ACTIVITIES Inﬂuence travellers’ purchase choices through conversation and word of mouth within the Social Media universe; Offer useful travel information before, during, and after the visit in Tuscany. 8 martedì 16 marzo 2010

GOALS and ACTIVITIES Monitor and manage online conversations about Tuscany to create Customer Relationship and Support services. Identify and connect with Tuscany’s brand advocates worldwide; 9 martedì 16 marzo 2010

GOALS and ACTIVITIES Support every component of the Voglio Vivere Così campaign (contests, events, etc) through Social Media; Coordination with facilities and institutions 10 martedì 16 marzo 2010

PERFORMANCE Continuous Brand Assessment Project KPIs Deﬁnition Monitoring tools & techniques % 11 martedì 16 marzo 2010

We are where the conversation takes place 12 martedì 16 marzo 2010

We’re telling the story of a different Tuscany 13 martedì 16 marzo 2010

Creativity and emotion are at the base of our communication 14 martedì 16 marzo 2010

We Engage we manage the conversation, while being honest. 15 martedì 16 marzo 2010

PEOPLE LOVE SHARING CONTENT 16 martedì 16 marzo 2010

CONVERSATION MONITORING Conversations analyzed* (Tuscany Brand related items) 315,268 *in the last 6 months martedì 16 marzo 2010

CONVERSATION MONITORING proﬁles created 45 18 martedì 16 marzo 2010

CONVERSATION MONITORING original content created 4,000 19 martedì 16 marzo 2010

CONVERSATION MONITORING 15,000 user reactions martedì 16 marzo 2010

VOGLIO VIVERE COSI’ social media team Two parallel tracks Services Content in the Project martedì 16 marzo 2010

Google partnership 22 martedì 16 marzo 2010

http://www.youtube.com/watch?v=7PXtrKA_hs0 23 martedì 16 marzo 2010

AllThings Tuscany 24 martedì 16 marzo 2010

Talk2Tuscany 25 martedì 16 marzo 2010

Events of Tuscany 26 martedì 16 marzo 2010

WiFi Tuscany 27 martedì 16 marzo 2010

Tuscany+ http://www.youtube.com/watch?v=TIetwAU3ZdY 28 martedì 16 marzo 2010

thank you - grazie! Mirko Lalli Head of Marketing & Communication @ Fondazione Sistema Toscana faculty member Master Social Media Marketing IULM Board member of WOMMI Vice President of ToscanaIN Mirko Lalli mkl m.lalli@fondazionesistematoscana.it martedì 16 marzo 2010

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HKD2 - Tuscany Region - Voglio Vivere Cosi

by H&K Demystifying Digital on Mar 18, 2010

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HKD2 - Tuscany Region - Voglio Vivere Cosi — Presentation Transcript