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Eurostat Dissemination Workshop Social Media

G. Prattichizzo - G. Peci, Eurostat 18 marzo 2021
Amplify Project lstat ambassadors and Social Media Advocacy

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Eurostat Dissemination Workshop Social Media

  1. 1. Amplify Project Istat ambassadors and Social Media Advocacy Istat | DISSEMINATION AND COMMUNICATION DIRECTORATE Web Meeting, March 18, 2021 Eurostat Dissemination Workshop Social Media GIULIA PECI / GIOVANNI PRATTICHIZZO
  2. 2. AGENDA 2  CONTEXT  STRATEGY  AMPLIFY PROJECT  PROJECT STRUCTURE  PROJECT PHASES  TARGETS  MEASUREMENT AND RESULTS  THE AMBASSADOR EXPERIENCE  CONCLUSIONS AMPLIFY PROJECT/ GIULIA PECI / GIOVANNI PRATTICHIZZO
  3. 3. CONTEXT Times of fake news and posttruth on social media Owing to the health emergency increased users’ requests for statistical information as the dissemination of data by unreliable subjects The importance to offer no longer static information, but agile Istat social media channels and their positioning on the web AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO 3
  4. 4. FOLLOWER 2020 2021 (REFERENCE PERIOD: 1 MARCH) Twitter 71.230 83.089 Twitter EN 2.400 2.679 LinkedIn 15.136 21.961 Instagram 12.100 20.000 AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO 4
  5. 5. STRATEGY SOCIAL MEDIA AVOCACY BASIC IDEA:  to create a community  brand advocate always at the center, in any case 5 4 different types of Brand Advocate AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO 5
  6. 6. From 18 january to 18 february 2021 Istat started an experimental project of social media advocacy  EMPLOYEE ADVOCACY  AMBASSADOR ADVOCACY AMPLIFY PROJECT 6 AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO
  7. 7. PROJECT STRUCTURE AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO 7 SOCIAL TEAM AMPLIFY USERS PROJECT LEAD / CHAMPION
  8. 8. PROJECT PHASES  new social media policy  selection of the ambassadors  realization of the web page dedicated to ambassadors  selection of the contents to amplify and posts/tweets drafting  amplify app activation for ambassadors 8 AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO 8
  9. 9. TARGETS Istat  provoke brand awareness  inform and involve employees  increase employee corporate pride  enable employees to grow their personal brand on social media Ambassadors  growth of their personal brand on social media  awareness increase of what their company does  pride in working for their company  ability to safely share reliable and quality content AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO 9
  10. 10. POTENTIAL REACH OF THE AMBASSADORS IN RELATION TO VARIOUS SOCIAL CHANNELS MEASUREMENT AND RESULTS TARGETS INDICATORS ADOPTION ADOPTION RATE ENGAGEMENT READING RATE SHARING RATE REALIZED CONTENT UPLOADED POSTS ESSENTIAL TO TRACK THE RIGHT INDICATORS AT THE FIRST PLACE WE FIND TWITTER WITH 332K 331,994 139,137 61,788 Twitter LinkedIn Instagram Hootsuite source AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO 10
  11. 11. MEASUREMENT AND RESULTS GiPeci Luca Longobardo AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO 11 D.C. J. P. A. C. F. U. Hootsuite source
  12. 12. STRATEGY  content is the core  the content strategy must be aligned with the targets AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO 12
  13. 13. MEASUREMENT AND RESULTS 13 AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO 13 Hootsuite source
  14. 14. MEASUREMENT AND RESULTS GiPeci Susi Osti AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO 14 Michela Troia Number of like on LinkedIn Number of like on Twitter F. U. A. C. F.U. Hootsuite source
  15. 15. MEASUREMENT AND RESULTS to build an effective social media advocacy strategy the key words are  PERSON  TRUST  FROM A SIMPLE ENGAGEMENT TO A PUBLIC ENGAGEMENT TROUGH PEOPLE RELATIONS 15 AMPLIFY PROJECT/ GIOVANNI PRATTICHIZZO 15
  16. 16. THE AMBASSADOR EXPERIENCE What tools do Istat ambassadors need to amplify the message of the organization? Only one app. Let's see its features and use AMPLIFY PROJECT/ GIULIA PECI 16
  17. 17. THE AMBASSADOR EXPERIENCE ONCE YOU INSTALL THE APP AND CONNECT YOUR PERSONAL ACCOUNTS, YOU CAN START! AMPLIFY PROJECT/ GIULIA PECI 17
  18. 18. THE AMBASSADOR EXPERIENCE 18 WHAT DID I LIKE BEST? o simplicity of app installation and use o not heavy in terms of space o well structured, it provides options to operate saving time AMPLIFY PROJECT/ GIULIA PECI 18
  19. 19. THE AMBASSADOR EXPERIENCE MAIN BENEFITS INCREASED SOCIAL MEDIA FOLLOWERS IMPLEMENTED SOCIAL CREDIBILITY THE APP EASILY ALLOWS TO PERSONALIZE AND PUBLISH CONTENT IT ALLOWED ME TO REACH NEW AUDIENCES MORE SOCIAL MEDIA MENTIONS INCREASED RETWEET/REPOST/CO MMENTS/ REQUESTS 19 AMPLIFY PROJECT/ GIULIA PECI 19
  20. 20. THE AMBASSADOR EXPERIENCE A PERFECT EXAMPLE ISTAT PRICE BASKET ON FACEBOOK In this slide, partial screenshot of a conversation that took place on my personal Facebook profile following my sharing on it of the new Istat price basket, released last February 2021 AMPLIFY PROJECT/ GIULIA PECI 20
  21. 21. CONCLUSIONS “The best we can do is seize the opportunities, calculate the risks involved, estimate our ability to manage them and carry out our projects with confidence” (By HENRY FORD) AMPLIFY PROJECT/ GIULIA PECI 21
  22. 22. THANK YOU GIOVANNI PRATTICHIZZO | prattichizzo@istat.it GIULIA PECI | gipeci@istat.it

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