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Tuscany Social Strategy for tourism. London keynote

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Tuscany Social Strategy for tourism. London keynote

  1. 1. 1 martedì 16 marzo 2010
  2. 2. VOGLIO VIVERE COSI’ CAMPAIGN A UNIQUE COMMUNICATION PROGRAM Press Airport TV Web ADV Mobile Social Media martedì 16 marzo 2010
  3. 3. 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
  4. 4. http://www.youtube.com/watch?v=ROXdVKG3-Hs 4 martedì 16 marzo 2010
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. PERFORMANCE Continuous Brand Assessment Project KPIs Definition Monitoring tools & techniques % 11 martedì 16 marzo 2010
  12. 12. We are where the conversation takes place 12 martedì 16 marzo 2010
  13. 13. We’re telling the story of a different Tuscany 13 martedì 16 marzo 2010
  14. 14. Creativity and emotion are at the base of our communication 14 martedì 16 marzo 2010
  15. 15. We Engage we manage the conversation, while being honest. 15 martedì 16 marzo 2010
  16. 16. PEOPLE LOVE SHARING CONTENT 16 martedì 16 marzo 2010
  17. 17. CONVERSATION MONITORING Conversations analyzed* (Tuscany Brand related items) 315,268 *in the last 6 months martedì 16 marzo 2010
  18. 18. CONVERSATION MONITORING profiles created 45 18 martedì 16 marzo 2010
  19. 19. CONVERSATION MONITORING original content created 4,000 19 martedì 16 marzo 2010
  20. 20. CONVERSATION MONITORING 15,000 user reactions martedì 16 marzo 2010
  21. 21. VOGLIO VIVERE COSI’ social media team Two parallel tracks Services Content in the Project martedì 16 marzo 2010
  22. 22. Google partnership 22 martedì 16 marzo 2010
  23. 23. http://www.youtube.com/watch?v=7PXtrKA_hs0 23 martedì 16 marzo 2010
  24. 24. AllThings Tuscany 24 martedì 16 marzo 2010
  25. 25. Talk2Tuscany 25 martedì 16 marzo 2010
  26. 26. Events of Tuscany 26 martedì 16 marzo 2010
  27. 27. WiFi Tuscany 27 martedì 16 marzo 2010
  28. 28. Tuscany+ http://www.youtube.com/watch?v=TIetwAU3ZdY 28 martedì 16 marzo 2010
  29. 29. 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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