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Metropolitan Chambers & Digital Marketing: Torino Chamber of commerce
- 1. Copertina Torino Chamber ofCommerce for the CEMC Digital Marketing Task Force July 17, 2015 Designing the future, together.
- 2. 2 Ente/natura e missione Strategiesand challenges Torino Chamber: Strategies and challenges Public administration: represents businesses of each sector in the metropolitan area The last Five-Year Strategic Plan defines the general guidelines of the institution The last Five-Year Strategic Plan defines the general guidelines of the institution Main challenge: promote the socio-economic development of the territory focusing on hi- tech communication tools to make more simple, and effective contact with associates
- 3. 3 Ente/natura e missione/sito Website OnlineHQ: www.to.camcom.it On line manuals & FAQs News & Alerts Mailing lists Downloadable publications Press area Informations & forms about services E-Commerce Transparency informations Hub to social media channels
- 4. 4 Ente/attività/promozione Website How the websiteis changing A new project: we underwent a major GUI restyling in 2014, now we are focusing on the CMS. Drupal is the key to renew a technical platform still stuck to 2001 Evolving (not fast enough): we were part of a regional constellation of 12 identical websites; now, after 15 years, we’re going solo We have an editorial team of about 100 people (coordinated by a central office) and we need to manage change not only in technical terms, but also in organizational terms
- 5. 5 Ente/attività/promozione Website Customer Experience and Usability Responsivedesign: the last GUI restyling is our best effort to meet our users halfway – we have a LOT of information an it’s not simple to organize it Usability engineering & annual usability tests – that’s how we try to stay the course The laws about public administration websites in Italy are constantly evolving too: that’s a major problem for the IT and the Communication dept.: we need constant adjustment
- 6. 6 Ente/attività/promozione Website CRM and personalisation Manywebsites or one website? With our new project, we’re trying to bring back everything to a single channel (also, to ensure that the source of services is acknowledged as the Torino Chamber of Commerce) Our new website will manage better: personal areas and private download pages, events subscription and agenda settings, surveys, customer satisfaction, personalized mailing and more The strategy behind that: identify, differentiate & engage our target, identify opportunities (and risks) to convey content, develop internal capabilities, measure & refine communication
- 7. 7 Ente/natura e missione/sito SocialMedia Social Media & digital tools YouTube LinkedIn Flickr Facebook All social media used in sync for specific projects / events Twitter
- 8. 8 Ente/attività/promozione Social Media Twitter: mediarelations made easier We started defining the target, the tone, the expected amount of tweets and a policy Define KPIs & use analytics to better understand the way our audience interacts with our tweets Engage in conversations and live tweet on every occasion (events, press conferences, etc) Weekly planning the content, using Hootsuite to schedule tweets as long as G+ posts (simply a mirroring)
- 9. 9 Ente/attività/promozione Social Media YouTube: promotingour services Video archive for promotional clips, interviews, tutorials, TV news about us Integration with other social media (Twitter, LinkedIn): YouTube in itself is more visualization and less conversation Viral vehicle for our motion graphics clips (integrated with major press conferences & events)
- 10. 10 Ente/attività/promozione Social Media LinkedIn: establishing communities Companypage is a landmark we recently claimed Showcase pages for specific business projects (Exage, Italian Automotive Components) Groups to engage professionals focusing on a project (Meet@Torino): in this specific case, LinkedIn was a major part of the process, allowing piedmontese professionals from all over the world to re-connect
- 11. 11 Ente/attività/promozione Social Media Facebook: amatter of presence Currently not interested in the Facebook conversation since it’s not perceived as an institutional opportunity – needs a complex internal policy We are however claiming the “Place Page” to oversee basic information and prevent diffamatory content Could be great for project specific pages (ex. “Yes - Enjoy Torino Top Hospitality”, or informal discussion groups among users (we started one for “Stati generali delle donne in Piemonte”)
- 12. 12 Ente/attività/promozione Social Media Flickr: sharinga photographic archive Recently established for 9th WCC photographic archive Precious for hi-res pictures to share with media & journalists, the possibility of direct download and the privacy management
- 13. 13 Ente/natura e missione/sito SocialMedia Data Visualization & Infographics A new way to present economic data (a valuable asset of the Chamber of Commerce) in a graphic or animated format Viral content gets more visualizations and can be re-launched on social media (and on traditional media too!) Digital Communication Management is hence hosted in the Media Relations offices
- 14. 14 Ente/attività/promozione Social Media Communicating the viralway We always try to engage in data journalism: press releases and press conferences are accompanied by infographics and/or motion graphics clips Viral graphic / video content that arouses curiosity about “serious” topics Examples: specific projects (NiLab, Meet@Torino), annual reports (household expenses in Torino, automotive parts survey, figures about enterprises in Torino) economic studies (innovative enterprises survey, bills in Piedmont region, foreign workers in Torino survey, economic returns on the territory of various events)
- 15. 15 Ente/natura e missione/sito CaseStudy A Case Study: 9th WCC online & offline YouTube: promotional clips & live coverage LinkedIn: engage community Twitter: buzz, news & live tweeting Flickr: on line photo gallery Website section: extended info Press releases & newspaper ads Infographics & data visualization Media Plaza interviews relaunched on social media