tuscany social strategy for tourism. london keynote
TRANSCRIPT
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martedì 16 marzo 2010
A UNIQUE COMMUNICATION PROGRAM
VOGLIO VIVERE COSI’ CAMPAIGN
Social MediaMobileWeb ADVTVAirportPress
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VOGLIO VIVERE COSI’ CAMPAIGN
A permanent, international communication strategy spanning 3 years
A novel approach that uses a different tone of voice
Communicating a sustainable and responsible way of traveling
Communicating a unique mix of a strong identity, art, landscape and wellness
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http://www.youtube.com/watch?v=ROXdVKG3-Hs
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SOCIAL MEDIA TEAMbased on Florence
A creative, english speaking, versatile and passionate team
Composed of smart people who are already into Social Media
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VOGLIO VIVERE COSI’social media team
FOCUS AREA:Creative content editorsCreative designersMarketing Analyst and OperatorsTech Geeks
CONTENT
CREATIVITY
PERFORMANCE
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Increase awareness of Tuscany’s offering;
Promote Tuscany’s best events, products, and landmarks to the right target niches;
GOALS and ACTIVITIES
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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.
GOALS and ACTIVITIES
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Monitor and manage online conversations about Tuscany to create Customer Relationship and Support services.
Identify and connect with Tuscany’s brand advocates worldwide;
GOALS and ACTIVITIES
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Support every component of the Voglio Vivere Così campaign (contests, events, etc) through Social Media;
Coordination with facilities and institutions
GOALS and ACTIVITIES
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Continuous Brand Assessment
Project KPIs Definition
Monitoring tools & techniques
PERFORMANCE
%
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We are where the conversation takes place
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We’re telling the story of adifferent Tuscany
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Creativity and emotionare at the base of our communication
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We Engagewe manage the conversation,
while being honest.
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PEOPLE LOVE SHARING CONTENT
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Conversations analyzed*(Tuscany Brand related items)
CONVERSATION MONITORING
*in the last 6 months
315,268martedì 16 marzo 2010
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profiles created
CONVERSATION MONITORING
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original content created
CONVERSATION MONITORING
4,000martedì 16 marzo 2010
user reactions
CONVERSATION MONITORING
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Two parallel tracks in the Project
VOGLIO VIVERE COSI’social media team
ContentServices
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Google partnership
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http://www.youtube.com/watch?v=7PXtrKA_hs0
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AllThings Tuscany
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Talk2Tuscany
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Events of Tuscany
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WiFi Tuscany
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Tuscany+
http://www.youtube.com/watch?v=TIetwAU3ZdYmartedì 16 marzo 2010
thank you - grazie!
Mirko LalliHead of Marketing & Communication @ Fondazione Sistema Toscana
faculty member Master Social Media Marketing IULM
Board member of WOMMI
Vice President of ToscanaIN
Mirko Lalli
mkl
martedì 16 marzo 2010