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Social Media Approach

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Social Media Approach

  1. 1. 1 OSSERVATORIO NEW MEDIA & NEW INTERNET POLITECNICO DI MILANO 19° March 2013
  2. 2. 2 SOCIAL MEDIA: A PILLAR OF ALITALIA DIGITAL STRATEGY • Dedicated team to manage customer interactions • Extensive use of photos and videos • Rewarding contests to engage customers • Company contents shareable on social networks • Acquire Social data by pushing Social Login and contests • Develop traffic to alitalia sites • Follow the top influencers • Measure the brand reputation ALITALIA SOCIAL PROPELLER Nicola Arnese / VP e-Business
  3. 3. 3 SOCIAL MEDIA MAY HAVE DIFFERENT RULES TRY MEASURE ADJUST RETRY WIN Nicola Arnese / VP e-Business
  4. 4. 4 ENGAGE THE CUSTOMERS • I Like Alitalia • Season Greetings • Win 1 Million miles • Coach your football team • Win Kiev • Learn the dialects • Italian Food • Captain Speaking Nicola Arnese / VP e-Business
  5. 5. 5 CONNECTING WITH THE CUSTOMERS: ONSITE INTEGRATION Nicola Arnese / VP e-Business
  6. 6. 6 CONNECTING WITH THE CUSTOMERS: SINGLE SIGN-ON Nicola Arnese / VP e-Business
  7. 7. 7 CONNECTING WITH THE CUSTOMERS: SOCIAL SEATING Nicola Arnese / VP e-Business
  8. 8. 8 EXPLORE SOCIAL COMMERCE
  9. 9. 9 EXPLORE SOCIAL COMMERCE GLOBAL APPROACH • 18 Countries, 12 currencies, 14 languages • 300 million impressions • 280,000 claimed the offer • 42.000 extra fans • +25% additional revenue Nicola Arnese / VP e-Business
  10. 10. 10 EXPLORE SOCIAL COMMERCE TARGETED APPROACH • Limited geographical area • Customer behaviours • Demographic information Nicola Arnese / VP e-Business
  11. 11. Thank you

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