This document discusses Istat's Amplify Project, which aimed to create brand advocates and amplify statistical information on social media. The project selected ambassadors to share pre-approved content from Istat's social media channels using a dedicated app. Over a 6-week period, the ambassadors' posts achieved a potential reach of over 500,000 impressions across Twitter, LinkedIn, and Instagram. Analysis found that the ambassador experience increased followers, credibility, and engagement. The simplicity of the app made it easy for ambassadors to personalize and publish content, helping reach new audiences and demonstrate the value of Istat's work.

1. Amplify Project
Istat ambassadors
and Social Media Advocacy
Istat | DISSEMINATION AND COMMUNICATION DIRECTORATE
Web Meeting, March 18, 2021
Eurostat Dissemination Workshop
Social Media
GIULIA PECI / GIOVANNI PRATTICHIZZO

2. AGENDA
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 CONTEXT
 STRATEGY
 AMPLIFY PROJECT
 PROJECT STRUCTURE
 PROJECT PHASES
 TARGETS
 MEASUREMENT AND RESULTS
 THE AMBASSADOR EXPERIENCE
 CONCLUSIONS
AMPLIFY PROJECT/ GIULIA PECI / GIOVANNI PRATTICHIZZO

3. CONTEXT
Times of fake news and posttruth on social media
Owing to the health emergency increased users’ requests for
statistical information as the dissemination of data by unreliable
subjects
The importance to offer no longer static information, but agile
Istat social media channels and their positioning on the web
AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO
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4. FOLLOWER 2020
2021
(REFERENCE PERIOD:
1 MARCH)
Twitter 71.230 83.089
Twitter EN 2.400 2.679
LinkedIn 15.136 21.961
Instagram 12.100 20.000
AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO
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5. STRATEGY
SOCIAL MEDIA AVOCACY
BASIC IDEA:
 to create a community
 brand advocate always
at the center, in any case
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4 different types of Brand Advocate
AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO
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6. From 18 january to 18 february
2021 Istat started
an experimental project
of social media advocacy
 EMPLOYEE ADVOCACY
 AMBASSADOR ADVOCACY
AMPLIFY PROJECT
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7. PROJECT STRUCTURE
AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO
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SOCIAL TEAM
AMPLIFY USERS
PROJECT LEAD / CHAMPION

8. PROJECT PHASES
 new social media policy
 selection of the ambassadors
 realization of the web page dedicated
to ambassadors
 selection of the contents to amplify
and posts/tweets drafting
 amplify app activation for ambassadors
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AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO
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9. TARGETS
Istat
 provoke brand awareness
 inform and involve employees
 increase employee corporate pride
 enable employees to grow their personal brand
on social media
Ambassadors
 growth of their personal brand on social media
 awareness increase of what their company does
 pride in working for their company
 ability to safely share reliable and quality content
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10. POTENTIAL REACH OF THE AMBASSADORS
IN RELATION TO VARIOUS SOCIAL CHANNELS
MEASUREMENT AND RESULTS
TARGETS INDICATORS
ADOPTION ADOPTION RATE
ENGAGEMENT
READING RATE
SHARING RATE
REALIZED CONTENT UPLOADED POSTS
ESSENTIAL TO TRACK THE RIGHT INDICATORS
AT THE FIRST PLACE WE FIND TWITTER WITH 332K
331,994
139,137
61,788
Twitter LinkedIn Instagram
Hootsuite source
AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO
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11. MEASUREMENT AND RESULTS
GiPeci
Luca Longobardo
AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO
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D.C.
J. P.
A. C.
F. U.
Hootsuite source

12. STRATEGY
 content is the core
 the content strategy
must be aligned
with the targets
AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO
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13. MEASUREMENT AND RESULTS
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Hootsuite source

14. MEASUREMENT AND RESULTS
GiPeci
Susi Osti
AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO
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Michela Troia
Number of like on LinkedIn Number of like on Twitter
F. U.
A. C. F.U.
Hootsuite source

15. MEASUREMENT
AND RESULTS
to build an effective
social media advocacy
strategy the key words are
 PERSON
 TRUST
 FROM A SIMPLE
ENGAGEMENT TO
A PUBLIC ENGAGEMENT
TROUGH PEOPLE
RELATIONS
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16. THE AMBASSADOR EXPERIENCE
What tools do
Istat ambassadors
need to amplify
the message
of the organization?
Only one app.
Let's see its features
and use
AMPLIFY PROJECT/ GIULIA PECI
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17. THE AMBASSADOR EXPERIENCE
ONCE YOU
INSTALL THE APP
AND CONNECT
YOUR PERSONAL
ACCOUNTS, YOU
CAN START!
AMPLIFY PROJECT/ GIULIA PECI
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18. THE AMBASSADOR EXPERIENCE
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WHAT DID I LIKE BEST?
o simplicity of app installation and use
o not heavy in terms of space
o well structured, it provides options
to operate saving time
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19. THE AMBASSADOR EXPERIENCE
MAIN BENEFITS
INCREASED SOCIAL
MEDIA FOLLOWERS
IMPLEMENTED SOCIAL
CREDIBILITY
THE APP EASILY
ALLOWS TO
PERSONALIZE AND
PUBLISH CONTENT
IT ALLOWED ME TO
REACH NEW
AUDIENCES
MORE SOCIAL MEDIA
MENTIONS
INCREASED
RETWEET/REPOST/CO
MMENTS/
REQUESTS
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20. THE AMBASSADOR EXPERIENCE
A PERFECT EXAMPLE
ISTAT PRICE BASKET ON FACEBOOK
In this slide, partial screenshot
of a conversation that took place
on my personal Facebook profile
following my sharing on it of the new Istat
price basket, released last February 2021
AMPLIFY PROJECT/ GIULIA PECI
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21. CONCLUSIONS
“The best we can do is seize
the opportunities, calculate the
risks involved, estimate our
ability to manage them and
carry out our projects with
confidence”
(By HENRY FORD)
AMPLIFY PROJECT/ GIULIA PECI
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22. THANK YOU
GIOVANNI PRATTICHIZZO | prattichizzo@istat.it
GIULIA PECI | gipeci@istat.it