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OSSERVATORIO NEW MEDIA & NEW INTERNETPOLITECNICO DI MILANO 19° March 2013

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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 reputationALITALIA SOCIAL PROPELLER

Nicola Arnese / VP e-Business

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SOCIAL MEDIA MAY HAVE DIFFERENT RULES

TRY MEASURE ADJUST RETRY WIN

Nicola Arnese / VP e-Business

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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

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CONNECTING WITH THE CUSTOMERS: ONSITE INTEGRATION

Nicola Arnese / VP e-Business

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CONNECTING WITH THE CUSTOMERS: SINGLE SIGN-ON

Nicola Arnese / VP e-Business

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CONNECTING WITH THE CUSTOMERS: SOCIAL SEATING

Nicola Arnese / VP e-Business

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EXPLORE SOCIAL COMMERCE

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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

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EXPLORE SOCIAL COMMERCE TARGETED APPROACH

• Limited geographical area

• Customer behaviours

• Demographic information

Nicola Arnese / VP e-Business

Thank you