Case Study for a Financial Institution Multinational campaign. Eleven countries Facebook community for EXPO Milan 2015

1. Department
LIVEINSPIRE
CASE STUDY
Location and date
Danilo Guenza
External Relations Head Office Dept
Coordination of International Communication
London, Sept. 11th 2015

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«Virtù non luce in disadorno
ammanto.»
Giacomo Leopardi
«Unless in shining robe arrayed,
All manly deeds in arms, or art, or song,
Appeal in vain unto the vulgar throng.»
Beauty is more appreciated than virtue. This thought was well expressed by the great Italian poet Giacomo Leopardi in his poem,
Ultimo Canto di Saffo, when he wrote his desperation and complaints against the unhappiness and unjustice of a life where
appearance reigns…; in those without it it’s not appreciated any virtue , nor wisdom, nor poetry.

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THE KING
(CONTENTS)
• Attention
• Relationship
THE QUEEN
(COSTS)
• Quality
• Adverstising
• Legal
• Team
The KING - We all know that content is the “salt” of the social.
Only interesting and high-quality contents grasp the attention and develop a relationship with an audience that enjoys them and shares them.
Thus, the goal and - in the same time - the challenge is to develop topics engaging for the target and consistent with the company's business
and values.
THE QUEEN - To capture the attention you need quality content in terms of photos, videos, texts, app, UX tools, etcetera.
These are advertised and spread to as many people as possible. The relationship with the audience should be managed over time with a
focus on legal matters and - in case of international projects – on contents developed in multiple languages ​​and consistent with cultural
differences of each Country.

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OBJECTIVES OF THE PROJECT
1) Improving the Awareness of Intesa Sanpaolo Group and the
Subsidyary banks’ belonging to the Group
2) Improving the Reputation of Intesa Sanpaolo Group shaping
relationship with key stakeholders in the post financial crisis world
Where we operate with International Subsidiary Banks
• ALBANIA
• BOSNIA ERCEGOVINA
• CROATIA
• EGYPT
• HUNGARY
• ROMANIA
• RUSSIAN FEDERATION
• SERBIA
• SLOVAKIA
• SLOVENIA

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AWARENESS: BEING MAIN PARTNER OF EXPO MILAN 20015
GLOBAL EVENT
• 145 participating countries
• 6-month event
• 20 million visitors attended
• Feeding the planet, energy for life
as very timely universal theme
THE WATERSTONE :
• ISP dedicated Pavillon in the center of
the village
• Rich calendar of business and
cultural events

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THE STORY OF THE DAILY
COMMITMENT OF THE BANK:
• to support the food chain:
businesses, people,
innovation
• to support social causes such as
sustainable development
• to support culture.
REPUTATION: A GREAT STORY TELLING OPPORTUNITY
Narrating the daily commitment of the Bank to support the food chain - businesses, companies, people, innovation - , to social issues such as
sustainable development, to culture – arts, theather, music, etc .

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OUR CHOICE: PRODUCT
8.500.000 = n. clients in the Group foreign network
2.500.000 = n. distributed cards
Intesa Sanpaolo keeps on fostering INSPIRE, the Group debit card featuring free
withdrawals in the countries of the subsidiary banks..

8. OUR CHOISE: FACEBOOK
www.facebook.com/liveinspire
A GLOBAL PAGE
AND 10 LOCAL FAN PAGES
• Same headlines and profile image
• Same topics – contents translated in 10 languages
• Local adaptations allowed

9. www.facebook.com/liveinspire
PROJECT STRATEGY
The activities turn around 4 main pillars
and benefit from special boosts
Coordination of International Communication

10. www.facebook.com/liveinspire
Coordination of International Communication

11. www.facebook.com/liveinspire
Coordination of International Communication

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EXPO
HERITAGE
SUSTAINABLE
GROWTH
GROUP BANKS
COMMERCIAL PRODUCTS
ITALY
EXCELLENCE
FOREIGN NETWORK COUNTRIES
EXCELLENCEECONOMIC
DATA
10
POSTS
PER WEEK
www.facebook.com/liveinspire
>400
TOT.
POSTS
INTESA SANPAOLO EVENTS &
ACTIVITIES IN/OUT EXPO
THEMES
RECIPES
BIODIVERSITY

13. The fans live a truly localized experience in a stimulating conversation about up-to-date
appealing topics focused on the Expo 2015 themes: a roundup of posts ranging
from the Expo past heritage to the event current focus
on sustainable growth, biodiversity, food excellences, recipes and much more.
The editorial plan of the fan page is also enriched by exclusive contents written by
the Slow Food team. Some traditional and seasonal Italian recipes
and specific Slow Food Presidia from 10 countries where Intesa Sanpaolo
operates, different stories linked by one guiding thread: the desire of local
communities to focus on their own resources, starting with typical foods,
in order to build a sustainable future.
Local bank products posts prepared by each country.
13 Coordination of International Communication
www.facebook.com/liveinspire
EDITORIAL PLAN: SOME EXAMPLES

14. www.facebook.com/liveinspire
Coordination of International Communication

15. • FB ads campaign
• Local food blogger
• Engaging posts
• Sharing of fans’ recipes
vote a traditional food course
(among 5 selected recipes for
each country)
Mechanics
A trip to Milan and a visit to
Expo, full-board for two people
of each participant country
Prize
Sounding board
NOVEMBER DECEMBER JANUARY FEBRUARY
PRIZE CONTEST: FEATURES
www.facebook.com/liveinspire
Coordination of International Communication

16. www.facebook.com/liveinspire
Coordination of International Communication

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PROMO-BANNERS
EXTENDED WRITINGS
OF THE FB POSTS
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LANGUAGES
THEMATIC
SECTIONS
www.facebook.com/liveinspire
Coordination of International Communication
LIVEINSPIRE.COM

18. www.facebook.com/liveinspire
Coordination of International Communication

19. A series of specialized local food bloggers have been invited to be part of the
project and they are amplifying our conversation through their blogs as well.
The most relevant influencers for each country have been identified through
web analytics tools.
The selected influencers have been contacted and asked to put down a recipe
and an article.
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BLOGGERS INVOLVEMENT: OBJECTIVES
Coordination of International Communication
www.facebook.com/liveinspire

20. www.facebook.com/liveinspire
Coordination of International Communication

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A CONTRIBUTION AGAINST FOOD WASTE
Coordination of International Communication
www.facebook.com/liveinspire

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ZERO WASTE APP
www.facebook.com/liveinspire
More than 8 billion euros per year in food are thrown in the
trash.
Education plays then a key role in laying the foundations for
a better future and this is one of the goals of EXPO.
We launched a specific Facebook App in which we give our
fans ideas about how to use leftovers, or food in general, in
a creative way.
We worked with more than 50 different common ingredients
that you easily find in your kitchen.
After clicking on a single ingredient they will inspired by
creative ideas about how to use the selected food in a
different way.

23. Coordination of International Communication
www.facebook.com/liveinspire

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www.facebook.com/liveinspire
INSTAGRAM: LIVE EXPO
Coordination of International Communication
As a mosaic, the photos published on our account build up the location map; each picture of
the map represents an area where hundreds of photos of that area are collected.
MORE THAN 500 PHOTOS POSTED

25. www.facebook.com/liveinspire
Coordination of International Communication

26. OBJECTIVE
 Enlarge the fan base.
 Generating engagement.
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ADV FACEBOOK CAMPAIGN: FEATURES
www.facebook.com/liveinspire

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www.facebook.com/liveinspire
ANALYSIS
SUCCESS or FAILURE?
HOW DO WE MEASURE IT?
Consistency between results and
objectives
Coordination of International Communication
The digital environment is extremely complicated,
fragmented, heterogeneous.
Anything can be traced and analyzed but - as we know - the
numbers should be handled with care.
The measurement of the success or failure of an operation
passes through clear ideas and very clear objectives; thus
the numbers must be read keeping in mind the assigned
objectives.

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RESULTS: July 2015
Coordination of International Communication
www.facebook.com/liveinspire
1.002.202
FANBASE
Top Countries
Egypt - 570.805
Romania - 112.294
Serbia - 76.224
Albania - 64.404
Reached Users
18.480.002
Impressions
87.502.403

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www.facebook.com/liveinspire
RESULTS: July 2015
SOCIAL ACTIONS
79.624 like
4.002 comments
9.948 share
CLICK
3.048.310
31.855
2.845.576
170.879 Link click
Photo views
Video views
Coordination of International Communication

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LEARNINGS: STRATEGY!
Coordination of International Communication
THREE K-WORDS TO DEFINE THE CHALLENGE:
1. ATTENTION
2. RELATIONSHIP
3. CONSISTENCY
Strategy! Before everything and above all else.
We need to define objectives, target group and values
For us who commonly deal with communication this isn’t anything new, but today -
more than ever – this is relevant because of the new media.
It’s a kaleidoscopic environment made of fragmentations, continuous real-time
solicitations
Attention (before – during – after)
Among so many contents, why mine?
How long will my target will be focused on it? How long will he remember it,
considering that we receive dozens of solicitations any minute?
The audience or target attention is increasingly a rare and precious commodity won
by the quality of the message
Continuative and long lasting relationship
This is even more complicated to obtain in such a fragmented and distracting
environment.
Consistency in time and values
The messages have to be coherent with the day-by-day behavior of the company
over time.

31. 31 Coordination of International Communication
ATTENTION-CATCHING
BEAUTINESS
Be attention-catching beautiness is the key to win!
danilo.guenza@intesasanpaolo.com
LEARNINGS