1. 1
OSSERVATORIO NEW MEDIA & NEW INTERNET
POLITECNICO DI MILANO 19° March 2013

2. 2
SOCIAL MEDIA: A PILLAR OF ALITALIA DIGITAL STRATEGY
• Dedicated team to manage customer
interactions
• Extensive use of photos and videos
• Rewarding contests to engage customers
• Company contents shareable on social
networks
• Acquire Social data by pushing Social
Login and contests
• Develop traffic to alitalia sites
• Follow the top influencers
• Measure the brand reputation
ALITALIA SOCIAL PROPELLER
Nicola Arnese / VP e-Business

3. 3
SOCIAL MEDIA MAY HAVE DIFFERENT RULES
TRY MEASURE ADJUST RETRY WIN
Nicola Arnese / VP e-Business

4. 4
ENGAGE THE CUSTOMERS
• I Like Alitalia
• Season Greetings
• Win 1 Million miles
• Coach your football team
• Win Kiev
• Learn the dialects
• Italian Food
• Captain Speaking
Nicola Arnese / VP e-Business

5. 5
CONNECTING WITH THE CUSTOMERS: ONSITE INTEGRATION
Nicola Arnese / VP e-Business

6. 6
CONNECTING WITH THE CUSTOMERS: SINGLE SIGN-ON
Nicola Arnese / VP e-Business

7. 7
CONNECTING WITH THE CUSTOMERS: SOCIAL SEATING
Nicola Arnese / VP e-Business

8. 8
EXPLORE SOCIAL COMMERCE

9. 9
EXPLORE SOCIAL COMMERCE GLOBAL APPROACH
• 18 Countries, 12 currencies,
14 languages
• 300 million impressions
• 280,000 claimed the offer
• 42.000 extra fans
• +25% additional revenue
Nicola Arnese / VP e-Business

10. 10
EXPLORE SOCIAL COMMERCE TARGETED APPROACH
• Limited geographical area
• Customer behaviours
• Demographic information
Nicola Arnese / VP e-Business

11. Thank you