How major Italian companies are using social media for corporate communications.

1. 8 February 2013
Sala Dino Buzzati · Corriere della Sera · Milan
2007-11-

2. Social media from a corporate
perspective

3. How companies use social media for
corporate communications
Wikipedia LinkedIn File sharing
• 34% no pages in
• 12% no LinkedIn •YouTube
english
• 10% top pages company page 34% have no YouTube
• 56% poor pages • 2/3 have only the channel
automatically 1/3 offer corporate (not
generated profile
Twitter just marketing) content
• 29% have a Facebook • 17% have a profile on
corporate/branding SlideShare
• 23% have a
presence corporate/branding • 14% have a precence on
• 54 account analyzed presence Flickr
60% corporate profile • 43 fanpages analyzed
• 18% use Pinterest
40% branding initiatives

4. What kind of corporate presence on Facebook?
4 “educational”
fanpages
7 special
initiatives 16 corporate
fanpages fanpages
43
9 sport
sponsorship
fanpages
7 CSR thematic
fanpages

5. Main findings
The trend is to open multiple Facebook fanpages
No Facebook pages dedicated to financial content
Just 1 company has a fanpage communicating its employer
branding activities
Few examples of fanpages related to CSR or social initiatives
Sports sponsorship pages are the most engaging, but they
don’t convey any corporate message

6. Beyond fans: focus on engagement
Success is not just a matter of number of fans
Effective fanpages are those engaging users on specific issues, topics
or project through content designed specifically for the social media
environment
The research shows that thematic pages stand out in terms of brand
engagement
“All-rounder” company pages are relatively common (a total of 16), but
excluding few examples, are less engaging and harder to manage

7. Content is the king: Barilla CFN

8. More person, less company approach: BNL
Job

9. About Blogmeter Social Analytics

10. Comparison, Engagement & Metrics
 The importance of COMPARISON
 ENGAGEMENT.. more than just counting fans!
 Which metrics & KPIs?

11. Comparison
COMPARE:
to build, evaluate, orient social media strategies.

12. Engagement
TOTAL FANS
ENGAGEMENT:
the interaction between a brand and its COMMUNITY
(not just an AUDIENCE)

13. Metrics & KPIs
 DIFFERENT OBJECTIVES = DIFFERENT METRICS
 It depends by the strategy/goals of your social media activities.
 To use a fanpage for branding:
BRAND ENGAGEMENT INDEX =
(COMMENTS, LIKE, SHARE)/BRAND POSTS
 To create a community on your fanpage:
FAN PUBLISHING INDEX = FANPOST/BRAND POSTS

14. Metrics & KPIs
 To use a fan page as a customer care channel:
RESPONSE TIME: how long does it take to answer your clients’
question on your brand page?

15. 6 tips to be successful on Facebook
1. Don’t open a page just because everyone is doing it, think if it
makes sense for your company’s purposes
2. Be sure to have a social media editorial calendar and dedicated
resources
3. Create content designed for the social media environment
4. Behave more like a “person” rather than a “company”
5. Listen, participate and engage
6. Monitor your performance

16. Contacts
Like our research on Lundquist
Facebook and
follow us on Twitter, giulia.dini@lundquist.it
LinkedIn, YouTube,
Slideshare & @giuliadini
Pinterest
Blogmeter
viviana.venneri@blogmeter.it
@super_vivis

17. 8 February 2013
Sala Dino Buzzati · Corriere della Sera · Milan
2007-11-