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WONDERFUL ITALIANS
A 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 ...
OUR STRATEGY // HOW?
CHANNELS
 Videos
 Boomerangs
 Quiz
 Listicles
 Hashtags
ORIGINAL CONTENTS
CITIES
FOOD
STEREOTYPE...
FACEBOOK
/wonderfulitalians 1
FACEBOOK // MAIN CHALLENGES
 What to post and how to start
 Understanding of data: website clicks, reached etc.
 Data e...
FACEBOOK // PANORAMIC OF THE PROFILE
FEATURES
 Various content
- quizz, map, video, GIF, pictures
 Food, cities, culture...
FACEBOOK // SEEDING THE CONTENT
 Student groups
- Nantes
- Erasmus students: Rome, Milan, Florence, Venice, Turin, Bologn...
FACEBOOK // TEST & CONTROL
WHAT WORKED WHAT DIDN’T WORK
 Seeding the content to friends
 Self-produced video
 Sponsorin...
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 fr...
PINTEREST
@WonderfulItalians 2
PINTEREST// PANORAMIC OF THE PROFILE
FEATURES
 Multiple topics
 Italy @360°
 InterConnected
 Insights on lifestyle
 L...
PINTEREST// THE BOARDS
PINTEREST// ACTIONS TO DEVELOP THE PROFILE
Comment on popular pins
In order to gain more followers
using external sources....
PINTEREST// CONSIDERATIONS
Forget to link to Facebook and
twitter
We should have make sure our users
could automaticaly fo...
INSTAGRAM
@WonderfulItalians 3
INSTAGRAM // PANORAMIC OF THE PROFILE
FEATURES
 A single topic
 Boomerang
 User Interaction
 Storytelling
 #Gestures2...
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 posts
23 comments
87 followers
DURING
THE LAST
24 HOURS
INSTAGRAM // ANALYTICS
*SimplyMeasured
Instagram Engagements
1.9x compared to brand average
50
May 24, 2016
WHAT ARE YOU S...
INSTAGRAM // ANALYTICS
*Iconosquare
INSTAGRAM // ANALYTICS
*Iconosquare
INSTAGRAM // KEY LEARNINGS
 People get passionate about storytelling and characters
 Using multi-lingual hashtags to imp...
TWITTER
@WonderfulIt 4
TWITTER // PANORAMIC OF THE PROFILE
FEATURES
 140 characters
 Aggregation role
 Used for project seeding
 Possibility ...
TWITTER// OVERVIEW
INTRODUCING
THE TEAMS
ADV THE
INSTAGRAM CHANNEL
ADV THE
PINTEREST CHANNEL
ADV THE
FACEBOOK CHANNEL
SEED...
TWITTER // ANALYTICS
*Iconosquare PRO
2,209 tweets impressions
17 tweets
46 link clicks
13 followers
DURING
THE LAST
24 HO...
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 BA...
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Wonderful italians

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24 hours social media experiment. Social Media, Prof. Clare Cook. Audencia Business School, Summer Term 2016

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Wonderful italians

  1. 1. WONDERFUL ITALIANS A 24H SOCIAL CASE STUDY
  2. 2. STRATEGY CREATION 0
  3. 3. 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
  4. 4. OUR STRATEGY // HOW? CHANNELS  Videos  Boomerangs  Quiz  Listicles  Hashtags ORIGINAL CONTENTS CITIES FOOD STEREOTYPES 3 TASK FORCES
  5. 5. FACEBOOK /wonderfulitalians 1
  6. 6. 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
  7. 7. FACEBOOK // PANORAMIC OF THE PROFILE FEATURES  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
  8. 8. 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
  9. 9. FACEBOOK // TEST & CONTROL WHAT WORKED WHAT DIDN’T WORK  Seeding the content to friends  Self-produced video  Sponsoring Instagram  Quizz  Contest  Reach several groups
  10. 10. FACEBOOK// ANALYTICS
  11. 11. FACEBOOK// ANALYTICS https://www.youtube.com/watch?v=5hp1MzLLmjw
  12. 12. FACEBOOK// ANALYTICS Call for action & funny content
  13. 13. 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
  14. 14. PINTEREST @WonderfulItalians 2
  15. 15. 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
  16. 16. PINTEREST// THE BOARDS
  17. 17. PINTEREST// ACTIONS TO DEVELOP THE PROFILE Comment on popular pins In order to gain more followers using external sources. Mention other influencers So they can take the role of seeders. Connect to other social networks So that the intimate nature of Pinterest can be counterbalanced by the more public attitude of other platforms. Join and contribute to other boards In order to have contents related to the one published by us. Share contents frequently To generate engangement, interest and curiosity.
  18. 18. 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. MISTAKES Good descriptive platform The 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 entertainment Looking at Pinterest is less involving than joining contents on other social medias. CONCLUSIONS
  19. 19. INSTAGRAM @WonderfulItalians 3
  20. 20. 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
  21. 21. INSTAGRAM // OVERVIEW FIRST BOOMERANG FIRST FILTER HELLO WORLD! GOING VIRAL? TOP STORY #GOT VIP LIKES US CALL FOR ACTION
  22. 22. INSTAGRAM // ANALYTICS *Iconosquare PRO 445 likes 17 posts 23 comments 87 followers DURING THE LAST 24 HOURS
  23. 23. INSTAGRAM // ANALYTICS *SimplyMeasured Instagram Engagements 1.9x 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 Engagements 1.5x 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 Engagements 1.3x 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…
  24. 24. INSTAGRAM // ANALYTICS *Iconosquare
  25. 25. INSTAGRAM // ANALYTICS *Iconosquare
  26. 26. 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
  27. 27. TWITTER @WonderfulIt 4
  28. 28. 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
  29. 29. TWITTER// OVERVIEW INTRODUCING THE TEAMS ADV THE INSTAGRAM CHANNEL ADV THE PINTEREST CHANNEL ADV THE FACEBOOK CHANNEL SEEDING
  30. 30. TWITTER // ANALYTICS *Iconosquare PRO 2,209 tweets impressions 17 tweets 46 link clicks 13 followers DURING THE LAST 24 HOURS 9 retweets 39 likes
  31. 31. TWITTER // #ITALY INFLUENCERS *Klout
  32. 32. TWITTER // ANALYTICS *Tweetchup
  33. 33. TWITTER // ANALYTICS *Twitter Analytics
  34. 34. CONCLUSIONS
  35. 35. THANKS! Any questions?
  36. 36. ALESSIO FALCONE ALINA BIKMULLINA ANTONIA VASILEVA ANDREA FRANZETTI BEATRICE PEZZE’ FRUZSINA BASKI KRISTINA KALDE MATTEO BARBONETTI STEFANO MARTINAZZI

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