WHO WE ARE

THE SOCIAL TEAM

Yuliya Team Assistant

Laura Content & Community Manager

Erica Executive Account

Anna Senior Account

Vannessa CM English native speaker

WHO WE’VE WORKED WITH

Web

Marketing

Engagement

Activities

Social Media

Management

Sites and Apps

Strategic

Consultancy

OUR INTEGRATED OFFER

STRATEGIC

CONSULTANCY

We help companies to meet their needs; together we identify the answers to these main questions:

Who do we want to speak to?

How should we communicate with our target?

Where should we be active online?

How should we respond to community requests?

STRATEGIC ANALYSES

In order to provide concrete responses, over the

years we have developed Social Media Marketing

activities which allow for the development of an

integrated communication strategy which is handled

in all of its phases:

Web Monitoring

Business intelligence

Competitive analyses

Strategic positioning

Training

Measuring of results/traffic

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«Listening» online is fundamental and the first step to

beginning any type of communication and marketing

activity: gauging online reputation is increasingly

relevant for the business of a company.

We offer a semantic web platform able to monitor

conversations regarding the brand, its main competitors

and the relevant market, analyzing the web: social

media channels, forums, sites.

BUSINESS INTELLIGENCE

This study is carried out to better understand the context of the client’s market from the

perspective of the dynamics of the digital environment. Specifically, it analyzes what the

target users are looking for, which ‘digital places’ they regularly visit, who they are and how

the main competitors operate online. The findings cover the seasonal nature of

demands, an analysis of the sector keywords, an analysis of AdWords advertisers

using the strategic keywords, the consequent ADV budget estimation necessary to

compete, an analysis of SEO keywords, and those of the competitors on search engines.

This gives an initial picture of the client’s situation and allows for the definition of their web

marketing strategy using a logic of analysis > understanding > action plan. It provides the

information needed in order to build campaigns, buy the best and most efficient advertising

spaces and create a clear preliminary estimation of the necessary budget. This is

particularly suitable for e-commerce projects and campaigns with substantial

budgets, or the definition of the digital strategy for a new project/website.

What it is

What it’s for

1 | Market Analysis

BUSINESS INTELLIGENCE: the analyses

• The competitive analysis is based on the construction of a Performance/Efficacy

Index, which is usually built on the following parameters: visibility, traffic, social

engagement. It can, however, be customized to take into consideration the needs of

each Business/Sector. Once the index has been established, data on the Client and

the relevant Benchmarks are gathered and a direct comparison is carried out using the

same metrics. All of this is summarized in a ranking, so as to provide clear evidence

of the Performances of the company in relation to the defined Benchmarks.

• To measure and evaluate the efficacy of the online presence and digital communication

• To map points of strengths and margins of improvement

• To evaluate the differences in performances compared to Competitors/Benchmarks

• To monitor the evolution of the efficacy/overall level of performance and/or for each

parameter if repeated periodically

BUSINESS INTELLIGENCE: the analyses

What it is

What it’s for

2 | Competitive Analysis

This study aims to extrapolate meaningful data in Lists.

It can provide a list of potential prospects, influencers/opinion leaders, targeted

audiences, social profiles, events, companies with certain characteristics, etc., variously

classified.

Depending on the objectives, the Mappings furnish us with Lists which can be used to

generate Business Leads, or to analyze the Influencers of a particular sector (potentially

classifiable as Hostiles/Allies/Neutral). They can also provide lists of

associations/events/organizations in target with objectives (e.g. company crèches). They

provide an understanding of who we are dealing with and/or the size of the market and/or

can be used for the development of 1-to-1 networking activities.

BUSINESS INTELLIGENCE: the analyses

What it is

What it’s for

3 | Mapping

This study aims to capture the perception of a Brand in the eyes of the key public and

target market. The spider is instructed to detect all mentions of the Brand (on specific

channels or on the web in general). Consequently a semantic algorithm processes the

mentions, differentiating the arguments (= why the Brand is mentioned) and evaluating

how critical the situations are ( how the Brand is mentioned). The investigation can be

carried out retroactively for many years (12-15), though the past 12 months are usually

the most representative. It can be linked to an Alert, which is a continuation of day-by-

day monitoring. These alerts can then be gathered and processed periodically (e.g.

every trimester) in order to produce updates on the initial analysis.

It can be used to evaluate the risk of a Crisis developing or it can be made up of

Competitive Analyses to evaluate the standing of the Brand in comparison to one or more benchmarks.

BUSINESS INTELLIGENCE: the analyses

What it is

What it’s for

4 | Reputation Analysis

SOCIAL MEDIA

MANAGEMENT

1.59 Billion Active Users

+ 1 Billion Active Users

400 Million Active Users

343 Million Active Users

320 Million Active Users

100 Million Active Users

100 Million Active Users

USE OF DIVERSE PLATFORMS

Social media marketing means creating involvement and interest around the brand though online

conversation monitoring and the creation of stories and content of value for the users.

Each project starts from listening to online conversations about the client and the sector in which it

operates, the key insights are used in the planning of the social activity and are then measured through a

series of KPI.

MONITORING ENGAGEMENT MEASURING

• Keyword selection

• Set-up of a monitoring

platform

• Periodic analysis of

mentions

• Opening and management

of social network profiles

• Creation of an editorial

plan

• Social CRM activity and

moderation

• User engagement

activities

• KPI selection

• Production of qualitative

and quantitative reports

• Identification of areas of

improvement and

development

THE APPROACH TO SOCIAL MEDIA

• We conceptualize different strategies for

different channels, as each one has its

own grammar.

• We define the tone of voice, identifying

the most adequate type of language

• We structure company presence on all of

the main social channels

• We monitor fan bases of over 3 million

users with the objective of creating long-

lasting relations with the users

• We research and map online stakeholders in order

to create strong links between them and the brand,

so as to create brand ambassadors and generate

online buzz around the brand

• We develop User Generated Content actions

• We create campaigns through the definition of

hashtags and their popularization among followers

with the objective of generating buzz and vitality.

SOCIAL MEDIA MANAGEMENT PHASES

We manage all social channels on an international

level, over 10 countries, for KIKO Cosmetics.

The global KIKO community on Facebook now

counts approximately 4 million fans across the

Global Pages. The Italian Facebook page has been

among the Top 10 Italian brands for years with more

than 2 million fans and a greater engagement rate.

Across all of the social presences of the brand, a

global community of over 5,000,000 users is

registered.

SOCIAL MEDIA MANAGEMENT: KIKO case history

.

For TripAdvisor, the largest travel site in the world,

we manage the @TripAdvisorIT Twitter social

presence and the TripAdvisor Italia Facebook page.

Overall the Facebook page boasts over 3 million

fans and there are more than 26,000 followers on

Twitter, making it one of the largest community on

a global level.

SOCIAL MEDIA MANAGEMENT: TripAdvisor case history

We activated a Social Media Marketing strategy

for NH Hoteles with the aim of reaching users on

different occasions, taking advantage of the

typical characteristics of each Social Network

platform.

In total, we managed a community of over

150,000 fans/followers revolving around 3

brands: NH Hoteles, nhow Milano e Donna

Fugata Golf Resort & Spa.

SOCIAL MEDIA MANAGEMENT: NH Hoteles case history

WEB MARKETING

Linkedin ADS

Using the LinkedIn ADS platform, it’s possible to conceptualize and

manage a capillary ADV campaign in a simple and direct way

(advertisements/announcements or sponsored updates) targeting a

geographic area, a specific sector (size and/or market) or based on the

company functions or the seniority of the targeted people.

Google AdWords

Campaigns through one or more ads linked to one or

more of the keyword sets that the company wishes to

appear. A total budget and the maximum CPC (cost per

click) for each keyword is set.

We manage web marketing campaigns:

WEB MARKETING

Facebook ADS

Targeted campaigns to increase the fan base (Fan acquisition) and

to give greater visibility to some content (through Sponsored Posts),

so that they are also viewed by users who are not part of the fan

base. Facebook ADS campaigns can target a national or local

audience, age groups, usually up to a more detailed target linked to

the interests of the company.

Sponsored Posts

more than 800K people reached

more than 8k interactions

Fan Acquisition Campaigns

more than 50,000 fans

Sponsored Posts

more than 700K people reached

more than 5k interactions

Fan Acquisition Campaigns

more than 10,000 fans

WEB MARKETING

ENGAGEMENT

ACTIVITIES

For our client ZTE, we developed an online

contest which invited users to try out the

smartphone by taking a selfie and using the official

#ZTETour hashtag in order to take part in the

selection for the final prize.

The contest was managed by an application for

devices that catalogued all of the photos,

collecting them in an ad hoc layout and uploading

them directly into the Facebook photo gallery.

Over 1000 people participated in the contest,

which was carried out in tandem with the tour that

travelled around Italy.

CONTEST ONLINE: ZTE case history

Save the Children is a global organization which works

towards the protection of the rights of minors, promoting public

awareness campaigns and carrying out projects to support

children. For ‘5 x 1000’, a tax option in Italy whereby it is

possible to donate a certain amount of taxes to a charity

organization, we activated online users, inviting them to show

pride in their choice to support Save the Children by sharing a

photo with the message #SILOVOGLIO.

In a project that brought together Digital PR, Monitoring and

Social Engagement, users posted selfies on their social

profiles with a card reading #SILOVOGLIO. – Give your 5 for

thousand to Save the Children.

Complete Case History

ENGAGEMENT CAMPAIGN: SAVE THE CHILDREN case history

To promote both the image and the products of PURO,

positioning them as fashionable accessories and not just

complimentary products for technology, we developed the Digital

PR activity.

As part of this activity, Competence mapped influencers, built

and developed blogger relations, created ad hoc story angles,

sent products/testers for reviews.

Over the course of a year, more than 130 blog posts were

published on the main fashion/lifestyle blogs.

Complete Case History

DIGITAL PR: PURO case history

We developed a «special party» for

Kellogg’s. The Organirama social team was

present at the event and engaged

participants in a professional photographic

set, encouraging them to express their

interpretation of the Rossomania concept

and printing the photo for them as a

keepsake.

At the end of the event, all of the photographs

were brought together in a Social Stripe and

a video was created.

Complete Case History

DIGITAL PR: KELLOGG’S case history

Competence created the PR Event for the presentation of the Just Cavalli Collection at La

Rinascente, Milan.

The new Rinascente window display, created with the Puro covers, was presented in addition to the

new collection during the event on September 3rd 2013.

Around 120 journalists and bloggers attended the event, while the overall press clippings include

circa 140 articles.

DIGITAL PR: PURO and RINASCENTE case history

SITES & APPS

We’ve been investing in a process of digitalization for some time in order to provide not only Social Media

Management, but also Digital services to clients, which call for the conceptualization (strategic and

creative) and the development of Facebook applications: we developed an application to celebrate a

million fans for our client, KIKO.

APPLICATIONS

The «1 MILLION FANS, 1 MILLION GIFTS»

initiative was conceptualized with the goal of

celebrating reaching one million fans on the

Italian KIKO Cosmetics Facebook page with

the fans themselves.

The promotion, which lasted for 1 month,

gave KIKO fans the chance to obtain a free

nail lacquer online and in stores in Italy. The

application linked to the initiative allowed

fans to download a voucher after inputting

some personal details (obligatory) and details

about their personal appearance (optional).

The initiative was a great success and, thanks to its

strong influence, not only propelled the fan base of

KIKO to the established goal of one million fans, but

caused it to shoot up by 750 thousand to 1.5 million

within a month.

Daily reach: 30K unique users

Total number of downloaded vouchers: 747,122

Prior to the commencement of the activity, the KIKO fan page was close to the 20th position on the FB

ranking of the most active brands in Italy. Within a month it climbed the ladder to arrive at fourth by the

end of the initiative.

APPLICATIONS: «1 MILLION FANS, 1 MILLION GIFTS»

The new fans acquired by KIKO Cosmetics

during the month of the initiative led to the

fan page becoming a case study among

experts of the sector. The fan page was the

Italian Facebook page with the largest rise

in fans in the month of March, distancing

itself from all of its direct and indirect

competitors.

There have been at least two spontaneous

reports on the success of KIKO.

APPLICATIONS: «1 MILLION FANS, 1 MILLION GIFTS»

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We handle the construction of

websites of different typologies.

We can offer “static” sites with an

institutional character. These are

characterized by greater user-

friendliness and their low-cost

nature.

The ItalGlobal.it case

WEBSITES: Institutional

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Another typology of site that we offer to

our clients is the «community

relations» formula: a structured and

interactive platform with the dual

purpose of being a more institutional

window on the one hand and creating

a virtual community capable of

interacting and networking on the

other. The platform provides a private

area in which the subscribed users can

use more services.

The Assiteca case.

WEBSITES: Community Relations

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How do the «Community Relations» for Assiteca work?

• Through a BUSINESS DIRECTORY, a networking tool for

companies, registered brands can personalize their own

semi-public area with owned content (product cards,

references, social channels, white paper, corporate

presentations, key contacts, best practices for each award

category, etc.)

• The content of the company can be catalogued and

searched for by all of the other registered companies,

triggering networking mechanisms.

• Every registered company can comment on the material

posted by other companies and express their evaluation.

WEBSITES: Community Relations

36

The «product sites» work as a brand

window in which large amount of

space is given to the presentation of

products/relevant arguments.

The International FIM case.

WEBSITES: Products