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Digital diplomacy - 
The building of a national identity through social networks and digital systems

The building of a national identity through social networks and digital systems
A lesson by Alessandro Mininno held at Università Cattolica, for the Master in Cultural Diplomacy

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Digital diplomacy - 
The building of a national identity through social networks and digital systems

  1. 1. Gummy Industries — Almed - Cultural diplomacy Master Degree Digital diplomacy
 The building of a national identity through social networks and digital systems
  2. 2. PageGummy Industries 2 You think Internet is one, but it isn’t. A lot of different, separated, internet slices exist. Leave behind your Western-centered point of view. 2018
  3. 3. Gummy Industries Page2018 3
  4. 4. PageGummy Industries 4 Social network diffusion is a political issue. 
 Different governments can access data of different social networks. 2018
  5. 5. PageGummy Industries 5 You think that you can reach 
 your fans on Facebook. That’s a thing of the past. Facebook is now an advertising platform. 2018
  6. 6. Gummy Industries Page2018 6 Post People who interact
 Like, Comment, Share, Click Organic reach
 People who see the post for free Paid reach
 People who see the post
 with advertising Facebook
  7. 7. PageGummy Industries 7 Organic reach has been dropping since February 2012. Welcome, Facebook IPO. Farewell, free organic reach. 2018
  8. 8. Gummy Industries Page2018 Facebook 8 Observe the decline
 of organic reach
 since 2012.
  9. 9. PageGummy Industries 9 It is safe to assume that organic reach for brands is zero. Plan accordingly. 2018
  10. 10. Gummy Industries Page2018 10 Interactions on 60 biggest Slovak media Facebook pages. 
 Facebook is testing Explore Feed since Thursday. Source: CrowdTangle. Facebook
  11. 11. Gummy Industries Page2018 11 Facebook 30% Concept 40% Media Buying30% Production Here’s a simple framework to allocate your effort. Don’t have media budget? Stay away from Facebook.
  12. 12. PageGummy Industries 12 How are politicians and governments using Facebook? 2018
  13. 13. PageGummy Industries 2018 13 How do you
 communicate a country’s image? Top down
 campaigns Bottom up
 campaigns Political o social
 activities Commercial
  14. 14. Gummy Industries Page2018 Facebook 14
  15. 15. Gummy Industries Page2018 Facebook 15 Macron has been one of the first politicians that used Facebook videos consistently. His message to the US population, after the Paris climate summit, has been viewed by 30M people.
  16. 16. Gummy Industries Page2018 Facebook 16 Macron quickly understood that Facebook Live video perform even better.
  17. 17. Gummy Industries Page2018 Facebook 17 Italian Matteo Renzi created a format in which he responded to public’s questions, on Facebook Live. Simple but groundbreaking. Yet, not enough to win the elections, it seems.
  18. 18. Gummy Industries Page2018 Linkedin 18 Justin Trudeau chose Linkedin, where he has more than 2M followers. Whatever: Linkedin and Facebook are very similar nowadays.
  19. 19. PageGummy Industries 19 How do social media impact on social issues? 2018
  20. 20. PageGummy Industries 202018 As a form of protest, people started leaving bad reviews on TripAdvisor to hotels that host refugees. This has an immediate impact on the Hotel’s economics.
  21. 21. PageGummy Industries 21 2018 The terrorist Jihadi John threatened to behead two Japanese journalists. Japanese people responded with an internet meme war. How does this affect normal diplomacy?
  22. 22. Gummy Industries Page2018 Facebook 22 Mosul battle has been the first case of
 war streamed live on Facebook, by Al Jazeera and other TV channels. Facebook incentives the “reaction” to this content. By emoji, of course.
  23. 23. Gummy Industries Page2018 Facebook 23
  24. 24. Gummy Industries Page2018 Mosul battle 24 Soldiers have smartphones, and they use them: they take selfies and they go running with Runkeeper. What are the implications?
  25. 25. PageGummy Industries 252018 Adpocalipse PewDiePie is one of the world’s biggest YouTubers.
 When he did a video with some people, engaged on Fiver, showing a “Death to all jews” sign,
 YouTube Advertisers like Disney threatened to withdraw all the media budget from YouTube. As a platform, it’s very difficult for YouTube to know and (automatically) understand which videos should be banned or should have no advertising on it.
  26. 26. PageGummy Industries 26 Digital campaigns that, directly or indirectly, represent a precise national or cultural identity 2018
  27. 27. PageGummy Industries 272018 The Emoji Project is a digital project that has the aim of promoting the introduction of, well, an Hijab Emoji in every smartphone keyboard.
  28. 28. PageGummy Industries 282018
  29. 29. PageGummy Industries 292018 Humans of New York starts as a visual storytelling project about the people living in New York. Today, its large community (more than 7M people) is used to discuss social issues worldwide.
  30. 30. PageGummy Industries 302018 “We need to change tourist into visitors. This is the first step: Don't be a tourist” This is the introduction to this Spanish Tumblr project, that wants to improve the quality of Barcelona tourism.
  31. 31. PageGummy Industries 312018 “One night at the museum” is a student project: Human Safari, a prominent Italian YouTuber, was invited to explore the Musil Museum in Brescia at night, when the museum was empty. This unconventional museum communication project produced a video that gained 170k views on YouTube.
  32. 32. PageGummy Industries 322018 Bangkok tourism office invited a couple of international bloggers to Thailand, asking them to review the city. The output is very interesting: this article is one of the best compendiums of BKK street food.
  33. 33. PageGummy Industries 332018
  34. 34. PageGummy Industries 342018
  35. 35. @alekone @gummyindustries