24 hours social media experiment. Social Media, Prof. Clare Cook. Audencia Business School, Summer Term 2016

1. WONDERFUL ITALIANS
A 24H SOCIAL CASE STUDY

2. STRATEGY CREATION
0

3. STRATEGY // THE GUIDELINES
Goals
Short term
 Show our contents to the largest possible number of people
 Focus on likes and views
Long term
 Raise the audience engagement about Italian culture and lifestyle
 Focus on followers, comments and loyalty
Target audience
Anybody who might be interested in knowing something more about Italy

4. OUR STRATEGY // HOW?
CHANNELS
 Videos
 Boomerangs
 Quiz
 Listicles
 Hashtags
ORIGINAL CONTENTS
CITIES
FOOD
STEREOTYPES
3 TASK FORCES

5. FACEBOOK
/wonderfulitalians 1

6. FACEBOOK // MAIN CHALLENGES
 What to post and how to start
 Understanding of data: website clicks, reached etc.
 Data evaluation for a short period of time
- Average statistics
- Cross-platform traffic (from where, how many)
 Identifying influencers

7. FACEBOOK // PANORAMIC OF THE PROFILE
FEATURES
 Various content
- quizz, map, video, GIF, pictures
 Food, cities, culture stereotypes
 Main focus groups
- Foreigners in Italy
- People interested in Italian culture
 Available for everyone
- English
 Informal style

8. FACEBOOK // SEEDING THE CONTENT
 Student groups
- Nantes
- Erasmus students: Rome, Milan, Florence, Venice, Turin, Bologna
 Tourists
 Italians living abroad
 Foreigners living in Italy
- Italy explained to foreigners
- Italian foreign language
- It´s an Italy thing, you wouldn´t understand

9. FACEBOOK // TEST & CONTROL
WHAT WORKED WHAT DIDN’T WORK
 Seeding the content to friends
 Self-produced video
 Sponsoring Instagram
 Quizz
 Contest
 Reach several groups

10. FACEBOOK// ANALYTICS

11. FACEBOOK// ANALYTICS
https://www.youtube.com/watch?v=5hp1MzLLmjw

12. FACEBOOK// ANALYTICS
Call for action & funny content

13. FACEBOOK // KEY LEARNINGS
 Posting at lunch time  higher reach
 Video  the most powerful content
 Starting seeding from the beginning
 Publishing more Instagram content
 Due to lack of time:
- no intrígue
- no AB Testing  just assumptions used

14. PINTEREST
@WonderfulItalians 2

15. PINTEREST// PANORAMIC OF THE PROFILE
FEATURES
 Multiple topics
 Italy @360°
 InterConnected
 Insights on lifestyle
 La Grande Bellezza
CRITICAL SUCESS FACTORS
 Critical Mass
 Attracting pictures
 Third party contents
 Informative descriptions
 Humorism

16. PINTEREST// THE BOARDS

17. PINTEREST// ACTIONS TO DEVELOP THE PROFILE
Comment on popular pins
In order to gain more followers
using external sources.
Mention other influencers
So they can take the role of
seeders.
Connect to other social
networks
So that the intimate nature of
Pinterest can be
counterbalanced by the more
public attitude of other
platforms.
Join and contribute to other
boards
In order to have contents related
to the one published by us.
Share contents frequently
To generate engangement,
interest and curiosity.

18. PINTEREST// CONSIDERATIONS
Forget to link to Facebook and
twitter
We should have make sure our users
could automaticaly follow us on
Facebook and twitter through the
“Account Settings” of Pinterest.
Neglecting Pinterest
collaborative functions
We could have given more
responsibilities to other team
member in order to share other
contents.
Involve famous
endorsers
To describe our content in a
more attractive way.
MISTAKES
Good descriptive platform
The board system is useful to describe
different aspects of a topic.
Less mass public
oriented
Usually the platform is used by
users to share contents with an
intimate public.
Lack of entertainment
Looking at Pinterest is less
involving than joining contents
on other social medias.
CONCLUSIONS

19. INSTAGRAM
@WonderfulItalians 3

20. INSTAGRAM // PANORAMIC OF THE PROFILE
FEATURES
 A single topic
 Boomerang
 User Interaction
 Storytelling
 #Gestures24 #SpeakItalian
KEY SUCCESS FACTOR
 Funny captures
 Buzz creation through twitter
 Use of popular hashtag
 Contact with key influencers
 Call for action
17 POSTS | 87 FOLLOWERS | 24 HOURS

21. INSTAGRAM // OVERVIEW
FIRST
BOOMERANG
FIRST FILTER
HELLO WORLD!
GOING VIRAL?
TOP STORY
#GOT
VIP LIKES US
CALL FOR ACTION

22. INSTAGRAM // ANALYTICS
*Iconosquare PRO
445 likes
17 posts
23 comments
87 followers
DURING
THE LAST
24 HOURS

23. INSTAGRAM // ANALYTICS
*SimplyMeasured
Instagram Engagements
1.9x compared to brand average
50
May 24, 2016
WHAT ARE YOU SAYING? - Andrea doesn't agree with
Stefano on Hodor being the best GOT character. #8
#Gestures24 #italiansdoitbetter #speakitalian
#boomerang #funny #fun #thinking24 #school
#project #italy #italians #boy #gi…
Instagram Engagements
1.5x compared to brand average
40
May 24, 2016
Hello Igers! We are @b_pezze and @andrefranz_. For
the next 24 hours we are taking over Wonderful
Italians account to introduce you to the amazing
world of Italian gestures. Don't miss it #italy #italians
#bodylanguage #it…
Instagram Engagements
1.3x compared to brand average
34
May 24, 2016
GNAMMI - This is how Italians express they are
enjoying what they are eating. #1 #Gestures24
#italiansdoitbetter #thinking24 #likeforlike #iger
#like4like #italia #girl #boomerang #hungry #mars
#funny #fun #afternoon #amaz…

24. INSTAGRAM // ANALYTICS
*Iconosquare

25. INSTAGRAM // ANALYTICS
*Iconosquare

26. INSTAGRAM // KEY LEARNINGS
 People get passionate about storytelling and characters
 Using multi-lingual hashtags to improve the user base
 Creating story related to trendy topics helps (#GoT)
 Not only fancy picture, Boomerang is a powerful tool on Instagram
 When your user base is active, a call for action is a success
 2 kind of hashtag:
§ popular to attract users on the page,
§ peculiar to retain people on the page
 With #Gesture24 we collected all the videos of the project

27. TWITTER
@WonderfulIt 4

28. TWITTER // PANORAMIC OF THE PROFILE
FEATURES
 140 characters
 Aggregation role
 Used for project seeding
 Possibility to share the project
 Showcase for Pinterest, Facebook and Instagram
 #Thinking24
KEY SUCCESS FACTOR
 Possibility to contact influencers
 Contacts with Radio and TV programs
 Hastaghs
 Images increases the interactions
17 TWEETS | 13 FOLLOWERS | 24 HOURS

29. TWITTER// OVERVIEW
INTRODUCING
THE TEAMS
ADV THE
INSTAGRAM CHANNEL
ADV THE
PINTEREST CHANNEL
ADV THE
FACEBOOK CHANNEL
SEEDING

30. TWITTER // ANALYTICS
*Iconosquare PRO
2,209 tweets impressions
17 tweets
46 link clicks
13 followers
DURING
THE LAST
24 HOURS
9 retweets
39 likes

31. TWITTER // #ITALY INFLUENCERS
*Klout

32. TWITTER // ANALYTICS
*Tweetchup

33. TWITTER // ANALYTICS
*Twitter Analytics

34. CONCLUSIONS

35. THANKS!
Any questions?

36. ALESSIO FALCONE
ALINA BIKMULLINA
ANTONIA VASILEVA
ANDREA FRANZETTI
BEATRICE PEZZE’
FRUZSINA BASKI
KRISTINA KALDE
MATTEO BARBONETTI
STEFANO MARTINAZZI