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
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
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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
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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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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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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
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14. MEASUREMENT AND RESULTS
GiPeci
Susi Osti
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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
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17. THE AMBASSADOR EXPERIENCE
ONCE YOU
INSTALL THE APP
AND CONNECT
YOUR PERSONAL
ACCOUNTS, YOU
CAN START!
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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
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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)
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