HKD2 - Tuscany Region - Voglio Vivere Cosi

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Mirco Lalli, Tuscany Region (Italy) Marketing Director, shows an example of an integrated digital campaign to promote tourism

Business Technology

VOGLIO VIVERE COSI’ CAMPAIGN

A UNIQUE COMMUNICATION PROGRAM

Press Airport TV Web ADV Mobile Social Media

martedì 16 marzo 2010

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

http://www.youtube.com/watch?v=ROXdVKG3-Hs

4

martedì 16 marzo 2010

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

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

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

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

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

We are where the conversation
takes place

12

martedì 16 marzo 2010

We’re telling the story of a
different Tuscany

13

martedì 16 marzo 2010

Creativity and emotion
are at the base of our communication

14

martedì 16 marzo 2010

We Engage
we manage the conversation,
while being honest.

15

martedì 16 marzo 2010

PEOPLE LOVE SHARING CONTENT

16

martedì 16 marzo 2010

CONVERSATION MONITORING

proﬁles created

45
18

martedì 16 marzo 2010

CONVERSATION MONITORING

original content created

4,000 19

martedì 16 marzo 2010

CONVERSATION MONITORING

15,000
user reactions

martedì 16 marzo 2010

VOGLIO VIVERE COSI’
social media team

Two parallel tracks Services Content
in the Project

martedì 16 marzo 2010

Google partnership

22

martedì 16 marzo 2010

http://www.youtube.com/watch?v=7PXtrKA_hs0
23

martedì 16 marzo 2010

AllThings Tuscany

24

martedì 16 marzo 2010

Events of Tuscany

26

martedì 16 marzo 2010

Tuscany+

http://www.youtube.com/watch?v=TIetwAU3ZdY 28

martedì 16 marzo 2010

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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HKD2 - Tuscany Region - Voglio Vivere Cosi

1. 1 martedì 16 marzo 2010

2. VOGLIO VIVERE COSI’ CAMPAIGN A UNIQUE COMMUNICATION PROGRAM Press Airport TV Web ADV Mobile Social Media martedì 16 marzo 2010

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. http://www.youtube.com/watch?v=ROXdVKG3-Hs 4 martedì 16 marzo 2010

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. 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. 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. 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. 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. 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. PERFORMANCE Continuous Brand Assessment Project KPIs Deﬁnition Monitoring tools & techniques % 11 martedì 16 marzo 2010

12. We are where the conversation takes place 12 martedì 16 marzo 2010

13. We’re telling the story of a different Tuscany 13 martedì 16 marzo 2010

14. Creativity and emotion are at the base of our communication 14 martedì 16 marzo 2010

15. We Engage we manage the conversation, while being honest. 15 martedì 16 marzo 2010

16. PEOPLE LOVE SHARING CONTENT 16 martedì 16 marzo 2010

17. CONVERSATION MONITORING Conversations analyzed* (Tuscany Brand related items) 315,268 *in the last 6 months martedì 16 marzo 2010

18. CONVERSATION MONITORING proﬁles created 45 18 martedì 16 marzo 2010

19. CONVERSATION MONITORING original content created 4,000 19 martedì 16 marzo 2010

20. CONVERSATION MONITORING 15,000 user reactions martedì 16 marzo 2010

21. VOGLIO VIVERE COSI’ social media team Two parallel tracks Services Content in the Project martedì 16 marzo 2010

22. Google partnership 22 martedì 16 marzo 2010

23. http://www.youtube.com/watch?v=7PXtrKA_hs0 23 martedì 16 marzo 2010

24. AllThings Tuscany 24 martedì 16 marzo 2010

25. Talk2Tuscany 25 martedì 16 marzo 2010

26. Events of Tuscany 26 martedì 16 marzo 2010

27. WiFi Tuscany 27 martedì 16 marzo 2010

28. Tuscany+ http://www.youtube.com/watch?v=TIetwAU3ZdY 28 martedì 16 marzo 2010

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

HKD2 - Tuscany Region - Voglio Vivere Cosi

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