Telecom Italia - Digital corporate strategy

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KWD Webranking

Alessandro Bastoni

Business Technologie

GRUPPO TELECOM ITALIA

London, November 24, 2011

Telecom Italia
Digital Corporate Strategy
Which possible evolution?

KWD Webranking 2011

The Digital Evolution
2012
2011
2010

2009

2008

Social Media & Apps

Multidevice contents

2

KWD Webranking 2011

Marco Patuano at BlogFest 2011

3

KWD Webranking 2011

Marco Patuano on Twitter (@marcopatuano)

4

KWD Webranking 2011

Telecom Italia Twitter Team

5

KWD Webranking 2011

From Repository to a Corporate Media Hub

Corporate Media Hub
Repository for for new audiences
specialized
targets

7

KWD Webranking 2011

Which targets?
Silver Surfers Digital Natives

8

KWD Webranking 2011

An example of a premium content

10

KWD Webranking 2011

How do we use the Webranking protocol?

Measurement
Involvement Commitment
Challenge
Benchmarking Improvement

11

KWD Webranking 2011

Next steps

engagement
acting as a media
use of videos
social plug-ins
12

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Telecom Italia - Digital corporate strategy

1. GRUPPO TELECOM ITALIA London, November 24, 2011 Telecom Italia Digital Corporate Strategy Which possible evolution?

2. KWD Webranking 2011 The Digital Evolution 2012 2011 2010 2009 2008 Social Media & Apps Multidevice contents 2

3. KWD Webranking 2011 Marco Patuano at BlogFest 2011 3

4. KWD Webranking 2011 Marco Patuano on Twitter (@marcopatuano) 4

5. KWD Webranking 2011 Telecom Italia Twitter Team 5

6. KWD Webranking 2011 BRAND reputation is affected by NET reputation 6

7. KWD Webranking 2011 From Repository to a Corporate Media Hub Corporate Media Hub Repository for for new audiences specialized targets 7

8. KWD Webranking 2011 Which targets? Silver Surfers Digital Natives 8

9. KWD Webranking 2011 Which contents? 9

10. KWD Webranking 2011 An example of a premium content 10

11. KWD Webranking 2011 How do we use the Webranking protocol? Measurement Involvement Commitment Challenge Benchmarking Improvement 11

12. KWD Webranking 2011 Next steps engagement acting as a media use of videos social plug-ins 12