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
Digital diplomacy - The building of a national identity through social networks and digital systems
1. Gummy Industries — Almed - Cultural diplomacy Master Degree
Digital diplomacy
The building of a national identity through social networks and digital systems
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
4. PageGummy Industries 4
Social network diffusion is a
political issue.
Different governments can access
data of different social networks.
2018
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. 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. PageGummy Industries 7
Organic reach has been dropping
since February 2012.
Welcome, Facebook IPO.
Farewell, free organic reach.
2018
9. PageGummy Industries 9
It is safe to assume that organic
reach for brands is zero.
Plan accordingly.
2018
10. Gummy Industries Page2018 10
Interactions on 60 biggest Slovak media Facebook pages.
Facebook is testing Explore Feed since Thursday. Source: CrowdTangle.
Facebook
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.
13. PageGummy Industries 2018 13
How do you
communicate a country’s image? Top down
campaigns
Bottom up
campaigns
Political o social
activities
Commercial
campaigns
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.
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.
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. 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. 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.
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. 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. PageGummy Industries 26
Digital campaigns that, directly or
indirectly, represent a precise
national or cultural identity
2018
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.
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. 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. PageGummy Industries 312018
https://www.youtube.com/watch?v=7bOucXQb-Ig&t=3s
“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. 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.