Alessandro Bastoni explains how Telecom Italia works with their online strategy. At KWD Webranking Forum London 2012.

1. KWD Webranking Forum 2012
London, November 29th

2. TELECOM ITALIA GROUP
November 2012
Telecom Italia online strategy
and stakeholder engagement
Corporate Communication – Digital Identity & Web Activities

3. Telecom Italia online strategy
2008-2012 Evolution roadmap
2008 2009 2010 2011 2012
20
► The corporate website
► Life Network ► Launch of the new Group ► Group Web Style Guide ► Growing integration focuses on Innovation,
website: a HUB towards between web and social Sustainability and
the Telecom Italia web media communication Digital Culture
► Web System properties ► The corporate website
Redesign domain switches from
telecomitalia.it to .com ► The corporate website
► Twitter Team for social becomes responsive
► Launch of caring consumer and it suits
avoicomunicare ► Launch of Telecom Italia automatically to
official pages on different devices
Facebook and Twitter (desktop, tablet,
smartphone)
► Increase in use of
infographics, videos
and interactive tools
Corporate Communication – Digital Identity & Web Activities

4. Telecom Italia online strategy
Website of Corporate
Events
Telecom Italia Web System PappanoinWeb
Lugliosuonaweb
Social
Librinellarete
Responsibility and
Websites
Intranet Culture Festivaletteratura
on corporate topics ►Archivio storico Mantova
►Fondazione TI
Biennale Architettura
►Bilanci interattivi ►Navigare Insieme
►Relazioni finanziarie Telecom Italia Group ►Navigare Sicuri Metamondi&Digitalife
►Relazioni finanziarie webcast ►Itali@mbiente
►TIalwaysON ►Avoicomunicare
Meetintown
►Organo di vigilanza
MAXXIinweb
►TelecomItaliaHub
Innovation
Venicesession
►WorkingCapital
Relationships with ►NEXT Italiansession
suppliers, Public ►FutureLab
Administration and ►futurecentre
RomaEuropaWebFactory
other regulatory ►blog futurecentre
Festival delle scienze
entities
►Cloudpeople
►GPP Italiax10
►Voices
►VendorsHub
►Eraclito
►WholeSales Nuovi Italians
►MyCompany CULTURE
Group companies SUSTAINABILITY’
SSC operating in Italy TLC Products, Services INNOVATION
CC and Solutions for
►Olivetti consumer and business International
La7 Products, Services presence
►
►TelecontactCenter
►MTV Italia
Telecom Italia and Digital ►TI Sparkle
►PAthNet
►
►TIM
contents under TI ►TIM Brasil
►ITTelecom
brand ►Telecom Argentina
►Impresa Semplice Cubovision
►Telecom Italia Media ►
►Personal
►Nuvola italiana ►Cubomusica
►Mednautilus
►Cubolibri
►Lanautilus
►IP TV
Corporate Communication – Digital Identity & Web Activities

5. Telecom Italia online strategy
2013-2015 Vision
A change in the communication framework to improve Telecom Italia online brand
reputation through
► Aggregation and valorization of the Group online initiatives and properties
► Engagement of new audiences and loyalty building
► Improvement of the conversational sentiment regarding Telecom Italia issues
Corporate Communication – Digital Identity & Web Activities

6. Telecom Italia online strategy
Growing synergies between web and social properties
Websites 1. Shared goals
2. Unique editorial plan
3. Content seeding and distribution
4. Digital monitoring and shared KPIs
Social Media
channels
Corporate Communication – Digital Identity & Web Activities – documento riservato
37

7. Telecom Italia online strategy
Some ideas and benchmarks
► TED – “Ideas that are worth spreading”
► Flipboard – “Your Social Magazine”
► Infomous – “An exciting new way to navigate online information”
► The Boston Globe – best practice in Responsive Web Design
Corporate Communication – Digital Identity & Web Activities

8. Telecom Italia online strategy
Trends in digital communication
Content is king
► New ways to approach websites
From a rational use of the browser to interactive formats (multidevice)
►Tone of voices
Use of Storytelling to engage and involve users (human touch)
► Innovative editorial formats
Broadcast of contents in a more engaging way (infographics, videos)
► Content Curation
Growing synergies with social networks and personalization of contents according to
different means of communication (content strategy)
Corporate Communication – Digital Identity & Web Activities

9. Telecom Italia online strategy
Targets
Contents and Audience’s size rate Audience features
Public in general – end users
Specialized public – professionals
Products and Services Websites
Corporate Communication – Digital Identity & Web Activities