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Tell me about the data. Istat Communication on social media"
1. Tell me about the data.
Istat communication
on social media
Istat | DISSEMINATION AND COMMUNICATION DIRECTORATE
MEDCOM2020+1, June 19, 2021
COMMUNICATION, DIGITAL MEDIA, AND FUTURE:
NEW SCENARIOS AND FUTURE CHANGES
GIOVANNI PRATTICHIZZO Social Media Manager
2. GIOVANNI PRATTICHIZZO
AGENDA
â—Ľ CONTEXT
â—Ľ DO YOU TRUST THE NUMBERS?
â—Ľ ISTAT SOCIAL NETWORKS
â—Ľ THREE KEY WORDS FOR STATISTICAL
COMMUNICATION
â—Ľ SOCIAL MEDIA ADVOCACY
â—Ľ VISUAL NARRATIVES
â—Ľ HIGH-ENGAGEMENT INFORMATION
CONTENT
â—Ľ CONCLUSIONS
3. GIOVANNI PRATTICHIZZO
CONTEXT
Times of fake news and post-truth on social media
Owing to the health emergency increased users’ requests for
statistical information as the dissemination of data by unreliable
subjects
The importance to offer no longer static information, but agile
Istat social media channels and their positioning on the web
7. GIOVANNI PRATTICHIZZO
AUDIENCE
Twitter:
StakeHolders; Institutions, Partners; Communicators,
Disinformers; Trade Associations; Multipliers;
Business
Instagram:
students; digital natives, teachers; multipliers;
disseminators
LinkedIn:
Heavy users: Research organisations, users Expert,
Scientific community, Universities, Analysts, Industry
community
9. GIOVANNI PRATTICHIZZO
FORMAT FOR STATISTICAL COMMUNICATION
o Social Media Advocacy
o Visual narratives
o High-engagement information content
10. GIOVANNI PRATTICHIZZO
STRATEGY
SOCIAL MEDIA AVOCACY
BASIC IDEA:
â—Ľ to create a community
â—Ľ brand advocate always
at the center, in any case
4 different types of Brand Advocate
11. GIOVANNI PRATTICHIZZO
From 18 january to 18 february
2021 Istat started
an experimental project
of social media advocacy
âś“ EMPLOYEE ADVOCACY
âś“ AMBASSADOR ADVOCACY
AMPLIFY PROJECT
12. GIOVANNI PRATTICHIZZO
PROJECT PHASES
â—Ľ new social media policy
â—Ľ selection of the ambassadors
â—Ľ realization of the web page dedicated
to ambassadors
â—Ľ selection of the contents to amplify
and posts/tweets drafting
â—Ľ amplify app activation for ambassadors
12
13. GIOVANNI PRATTICHIZZO
TARGETS
Istat
â—Ľ provoke brand awareness
â—Ľ inform and involve employees
â—Ľ increase employee corporate pride
â—Ľ enable employees to grow their personal brand
on social media
Ambassadors
â—Ľ growth of their personal brand on social media
â—Ľ awareness increase of what their company does
â—Ľ pride in working for their company
â—Ľ ability to safely share reliable and quality content
14. GIOVANNI PRATTICHIZZO
POTENTIAL REACH OF THE AMBASSADORS
IN RELATION TO VARIOUS SOCIAL CHANNELS
ESSENTIAL TO TRACK THE RIGHT INDICATORS
MEASUREMENT AND RESULTS
TARGETS INDICATORS
ADOPTION ADOPTION RATE
ENGAGEMENT
READING RATE
SHARING RATE
REALIZED CONTENT UPLOADED POSTS
AT THE FIRST PLACE WE FIND TWITTER WITH 332K
331,994
139,137
61,788
Twitter LinkedIn Instagram
Hootsuite source
18. GIOVANNI PRATTICHIZZO
MEASUREMENT AND RESULTS
GiPeci
Susi Osti
Michela Troia
Number of like on LinkedIn Number of like on Twitter
F. U.
A. C. F.U.
Hootsuite source
19. GIOVANNI PRATTICHIZZO
MEASUREMENT
AND RESULTS
to build an effective social media
advocacy strategy the key words
are
â—Ľ PERSON
â—Ľ TRUST
â—Ľ FROM A SIMPLE ENGAGEMENT
TO A PUBLIC ENGAGEMENT
TROUGH PEOPLE RELATIONS
19
20. Trust will be imperative, so statistical
communication on social networks must
be honest, conscientious and
appropriately authentic.
25. GIOVANNI PRATTICHIZZO
SOCIAL LISTENING
Susi Osti
Michela Troia
F. U.
A. C. F.U.
“The process of proactively keeping up to date with
what is being said on the internet about a brand,
particularly on social media and in online
communities”. (P. Kotler)