TOURISM MANAGEMENT AND MARKETING

Digital and non-digital communication, PR, Press office, CRM

Dott. Stefano Terranova - NT Next

Tourism Management and Marketing 1
02.26.2024

12:00 - 12:30 | What kind of world do we live in? Strategic design in Communication
12:30 - 13:30 | Digital Marketing
13:30 - 13:45 | Case Studies
13:45 - 14:00 | AI, Gemini and more…
14:00 - 14:15 | Recommended readings, listening and viewing

Master in progettazione e organizzazione di fiere, eventi e punti vendita 2

Docente

Dott. Stefano Terranova

Degree in Public and Institutional Mass

Communication

Account Manager
NT Next-Evolving Communication

e-mail: [email protected]
LinkedIn

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Evolving Communication | Interpreting communication

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WHAT KIND OF WORLD
DO WE LIVE IN?

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Evolving…

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Evolving Brand

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Evolving Brand

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War, Brands and Values

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Home alone again

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What’s Next?

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Strategic approach and methodologies

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 Annamaria Testa

Many agencies have developed unique templates for drafting

communication strategy documents and creative strategy documents,
and often the completeness of the template adopted are sales
arguments that the agency uses to make new business.

Annamaria Testa Portfolio

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Idea-centric model

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Carmi & Ubertis Strategic Design

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Huge L.I.L.

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Alkemy integrated approach to Brand Experience

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 Our method

We integrate strategic approach, design thinking

and marketing research in order to understand user
needs and expectations to create and validate
solutions to complex problems. Evolving Understanding
Measuring results Context analysis and
The Evolving Together method is based on User and value generation data collection
Centered Design, works within the user experience
and is applied within the integrated (on/off-line)
marketing and communication strategy.
BRAND
EXPERIENCE

Realising Ideate
Validation and development Creation of new
of tools (touchpoints) solutions and connections

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 Our method

We are aware that innovation requires testing and

experimentation. That is why we provide our
customers all the necessary support at every stage of
strategic planning within an iterative system.

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 NT Next
We deal with integrated communication and innovation strategies
by creating the conditions to connect people, brands and objects.
We start by studying data and then develop every necessary
touchpoint through our areas of expertise: Branding, UX Design,
Internet of Things, Web&Mobile App, Advertising, Online&Social
Marketing, Video&Content Production. We have always been
oriented towards grasping and interpreting every innovation that
allows us to evolve together with our clients. We are an integral part
of Evolving Partner, the project that unites MPS - Evolving Marketing
Research and NT Next - Evolving Communication in the study of the
context and the conception of marketing and communication
strategies oriented towards evolution. Our promise is the name of
our method: EVOLVING TOGETHER.

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 NT Next

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People
• Integrated communication company with a digital vocation.

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• Strategic approach and centrality of the Design Thinking
method.
• MPS - Evolving Marketing Research in the group structure.
Promoters of the Evolving Partners project.

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Business Unit
• Strategy, Design & Advertising
• Mobile, I.o.T. & Innovation
• Web Development
• Online Marketing & Social
Media
• Content & Video Production

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Brand experience and integrated strategies

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 Definitions

Strategy
s. f. [from gr. στρατηγία (lat. strategĭa) 'command of the army; office of strategist; military art', der. from στρατηγός: v. strategist].

A strategy is the description of a long-term plan of action used to set and subsequently coordinate actions aimed at achieving a
predetermined goal. Strategy applies to all fields in which a series of separate operations are required to achieve the goal, the choice
of which is not unique and/or the outcome of which is uncertain.

The effectiveness of a strategy is based on the clarity and degree of detail with which the objective is defined.

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 Definitions

Creativity
s. f. [der. di creative].

Creativity is a term that generically indicates the art or cognitive capacity of the mind to create and invent; however, it can lend
itself to numerous interpretations and meanings.

Creative virtue, the ability to create with the intellect, with the imagination. In psychology, the term has been taken to indicate a
process of intellectual dynamics that has as its characterising factors: particular sensitivity to problems, ability to produce ideas,
originality in conceiving, capacity for synthesis and analysis, ability to define and structure one's experiences and knowledge in new
ways.

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 Definitions

Design
'di∫àin' s. eng. [propr. 'disegno, progetto', from fr. dessein, which in turn is from ital. disegno] (pl. designs 'di∫àin∫'), used in ital. male.

Design is an English term used as a synonym for:

● Design - activity underlying the construction/realisation of a complex, material or conceptual object.

● Industrial design - planning with a view to future industrial production.
● Aesthetic profile of a product.

The Italian words closest to the English term 'design' do not render all the semantic nuances: 'disegno' refers only to the artistic and
descriptive aspect, while 'progetto' only to the technical one. This is why the English word 'design', which encompasses both the
aesthetic and technical aspects of design, has also become widespread in Italian.

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Marketing (is also online)

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 Definitions

Marketing is a contest for people’s

attention and You can’t be seen until
you’ll learn to see. This is marketing.

Seth Godin - Marketing Hall of Fame Member

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Selling Customer Care
Marketing & integrated communication

Logistic Internal
(HR, R&D,
Product&Services)
Digital Marketing

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 Essential Headlines
Digital 2023 Global Overview Report

8+ 5,60 5,30 4,95

Billions Billions Billions Billions

POPULATION UNIQUE MOBILE USERS INTERNET USERS ACTIVE SOCIAL USERS

57.2% urbanised 69.4% of the population 65.7% of the population 58.4% of the population
+0,2% vs 2022 +2,4% vs 2022 +3,2% vs 2022 +3% vs 2022
 Essential Headlines
Digital 2023 Global Overview Report

49,2 48 31,4 18,2

Years Years Years Years

JAPAN ITALY WORLD NIGERIA

Average age Average age Average age Average age
 Essential Headlines
Digital 2023 Global Overview Report

6h 41m 3h 12m 2h 24m 1h 46m

Average time Average time Average time Average time

online connection TV viewing social media use Press Media (digital & physical
users users (including streaming) users users)
 A fluid data-driven system

Digital marketing is a fluid system in constant flux; it is the act of making change happen.
It is the ability to make an impact on constantly connected consumers in a digital system of direct and personalised communication
that bases all its activities on a data-driven approach. We live in a world where everything happens fast and the customer journey
is multi-channel, intertwining physical and online shops, and without data it is difficult to understand who the consumer is and
what they are looking for
 An interconnected network

SEM SMM Rest of the World Other media Phygital Events

Search Engine Social Media
Marketing Marketing

SEO | Search Engine Optimization META Yandex Sky Technological solutions for events
Facebook, Instagram, WhatsApp & that overcome distances
SEA | Search Engine Advertising Metaverso VKontakte Programmatic Ads
Google Marketing Platform
TikTok Baidu Spotify

Nuovi e meteore WeChat Netflix

Influencer Marketing Weibo Amazon

Koo DEM

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 Data, metrics and information

Data Sorted Arranged Presented Visually

Explained with a Story

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 The Deming Cycle
Any self-respecting strategy must be continually improved to match the interests
of its target audience, take advantage of new tools offered by forms of
communication such as social networks, and keep pace to achieve the best results.
In digital marketing, the amount of data and information available is massive
(companies like Netflix and Procter & Gamble use Big Data to anticipate customer
demand).

We owe to William Edwards Deming, an engineer who made an essential

contribution to the revival of the Japanese economy from 1947 and helped lay the
foundations of modern Japan, the theory of the continuous improvement cycle:
PLAN, DO, CHECK, ACT.

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 The Deming Cycle
Project: E-Commerce launch
Objective: to sell one's own products and achieve a certain margin

● PLAN - Choice of channels to communicate the opening of the

e-commerce
● DO - Test of the different choices made (content marketing, email
marketing, sending SMS and coupons, or even social media marketing)
investing equal resources in each of the channels.
● CHECK - analysis of the channel that achieved the best conversions,
why the target audience prefers it, and what investment needs to be made
to achieve the desired sales margin.
● ACT - subsequent adjustment of the strategy.

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 Content and funnel
Awareness Interest Experience Conversion Follow-up

Personas X Visitatore Prospect Acquisto Customer care Lead

Carovana Drive to store Vari touchpoint (TBD) DEM (Newsletter)

Stand Lead generation

Punto vendita Sito web Gadget SOLO Amazon/Sito

Influencer Mktg Test del prodotto

ATL (TV / Radio / Concorso

Stampa)

Sito web

Social media

Online Mktg 44
 PRIMA DURANTE DOPO

AWARENESS INTEREST EXPERIENCE CONVERSION FOLLOW-UP

Create awareness and visibility of Stimulate and cultivate public Allow the customer to directly Induce the customer to take a Maintain and strengthen the

GOALS
the brand or product, generating interest in the product or service, experience the product or service, desired action and maximize the relationship with the customer
interest and recognition in the encouraging active consideration by creating positive interactions. transformation of interested parties through adequate after-sales
target audience. the consumer. into actual customers. service and loyalty initiatives.

Nora Leave your email to see if you Receives thank you email + final
Buy a Polti product Receives flyer with wafer Drive-to-Store withl flyer
have won and receive the cup draw reminder

Discover the competition and the Visit the stand for Collect a VIP Experience ticket
INFO Discover Pink Limited Edition Participate in the final draw
advantages of Polti at the Giro see if he won while enjoying SOLO
During the purchase phase, leave
The typical customer of the your e-mail, registering for the He lives it
Buy Polti/SOLO
Polti company is oriented competition Feeling good by Polti
towards the purchase of
advanced household Leave your email and take part in the
appliances for cleaning and Pink products instant win competition
ironing, characterized by
ACTIONS

innovative technologies and

an ecological footprint. These
are consumers who care
about quality, sustainability
and ease of use in home care
products.

● Website ● Stand ● Stand ● Website ● Digital Marketing

TOUCHPOINT

● Social ● Sensory Marketing ● GDS ● Social

● Amazon ● Flyer
● Digital Marketing ● Gadget
● GDS
 Hubspot, the King of funnel

HubSpot is an all-in-one software platform for growing businesses that

provides a range of tools to help attract, convert, close and delight customers.
Features such as marketing automation, contact management, data
analysis, lead generation, website and landing page creation, conversation
management, social media management, CRM and website visitor data
analysis are provided by Hubspot. The platform is designed to help companies
create effective content and marketing campaigns, increase online
visibility and generate qualified leads. In addition, it enables the automation of
marketing processes and the effective management of customer
relationships.

Hubspot Academy

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 The role of video

Stories are the basis of our culture, they bear witness to experiences and
make messages easy to understand. Video storytelling is ideal for telling
your brand identity in the digital world. Video content excites, explains
and is quickly shared virally, greatly increasing the conversion rate. Online
video consumption is an increasingly consolidated phenomenon.

In the Digital 2023 Report, 88% of the sample stated that they watch online
videos among the activities they commonly do on the Web; 91% use the
Internet to stream video content, an activity that engages Italians every day
for an average of one hour and two minutes and that has seen spending on
subscription services increase by 22% in just one year.

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 An interconnected network

SEM SMM Rest of the World Other media Phygital Events

Search Engine Social Media
Marketing Marketing

SEO | Search Engine Optimization META Yandex Sky Technological solutions for events
Facebook, Instagram, WhatsApp & that overcome distances
SEA | Search Engine Advertising Metaverso VKontakte Programmatic Ads
Google Marketing Platform
TikTok Baidu Spotify

Nuovi e meteore WeChat Netflix

Influencer Marketing Weibo Amazon

Koo DEM

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 SEM | Search engine marketing
SEM
Search Engine SEM (Search Engine Marketing) is a set of techniques and strategies to promote a website or company through
Marketing search engine advertising. SEM includes the use of sponsored ads on search engines (SEA), such as Google AdWords,
to increase a website's visibility in search results and generate qualified traffic, with the aim of generating leads or
conversions. SEM also includes search engine optimisation (SEO) to improve the website's position in organic search
engine results.

SEO | Search Engine Optimization

SEA | Search Engine Advertising

Google Marketing Platform
% 91.4 3.14 1.75 1.53

Google Bing Baidu Yahoo

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 SEM | Search engine marketing
SEO | Search Engine Optimization
SEM
Search Engine
Marketing

SEO (Search Engine Optimisation) is the set of techniques used to improve the visibility of a website in search engine
results. This means that the goal of SEO is to position the website as high as possible in search results, so that it is easily
reachable by the user.

SEO | Search Engine Optimization Google Search Central

SEA | Search Engine Advertising

Google Marketing Platform

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 SEM | Search engine marketing
SEO | Search Engine Optimization
SEM
Search Engine SEO activities can be divided into two main categories: on-page e off-page.
Marketing
On-page refers to activities that are carried out within the website to improve its ranking in search engines. These
activities may include:

● Optimising content so that it is relevant and unique to the target keywords

SEO | Search Engine Optimization ● Use of effective meta titles and descriptions
● Site structure organised and easy to navigate
SEA | Search Engine Advertising ● Use of HTML tags such as H1, H2, and ALT for content
Google Marketing Platform
● Website speed and image optimisation

Introductory Guide to Search Engine Optimisation (SEO)

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 SEM | Search engine marketing
SEO | Search Engine Optimization
SEM
Search Engine
Marketing Off-page refers to activities that are performed outside the website to improve its search engine ranking. These
activities may include:

● Creation of quality external links to the website

● Promotion of the website on social media
● Submission of the website to directories and search engines
SEO | Search Engine Optimization
● Link building and guest blogging
SEA | Search Engine Advertising ● Content marketing to increase the visibility and reputation of the website.
Google Marketing Platform

SEO is an ongoing process and is not something that can be completed once and for all, because search engines are
constantly changing their ranking algorithms and websites must be constantly optimised to maintain and improve their
ranking.

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 SEM | Search engine marketing
SEA | Search Engine Advertising
SEM
Search Engine
Marketing

SEA (Search Engine Advertising) is the set of advertising activities that are carried out on search engines to improve
the visibility of a website or product; it is often used in combination with SEO to obtain faster and more targeted
results. The main difference between SEO and SEA is that SEO aims to obtain organic results, whereas SEA aims to
SEO | Search Engine Optimization obtain paid results.

SEA | Search Engine Advertising

Google Marketing Platform

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 SEM | Search engine marketing
SEA | Search Engine Advertising
23 October 2000
SEM Launch of Google AdWords, 350 active advertisers, pay-per-impression, search network only
Search Engine
Marketing February 2002
Google AdWords adopts the pay-per-click auction model.

May 2003
Google AdSense is launched
Possibility to create display campaigns on Google AdWords.

October 2011
SEO | Search Engine Optimization
First dynamic ads are launched.
SEA | Search Engine Advertising
June 2018
Google Marketing Platform
Google AdWords becomes Google Ads.

2 November 2021
Performance Max campaigns launched.

Ads History Infographic

Evolution of Google Ads
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 SEM | Search engine marketing
SEA | Search Engine Advertising

SEM
Search Engine
Marketing

SEO | Search Engine Optimization

SEA | Search Engine Advertising

Google Marketing Platform

Google Ads Guide

Why is there advertising?

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 SMM | Social media marketing
SMM
Social Media
SMM refers to strategies tailored for social platforms through which companies and brands aim to build their
Marketing
community, promote their products or services, reach new customers or engage more and better with current
customers and, last but not least, build and spread their image and values. One of the key aspects is the creation of
engaging and shareable content: blog posts, infographics, videos and images that are designed to attract the target
audience and encourage them to share the content with their followers.

META As with SEM, platforms such as Facebook, Instagram, Twitter and LinkedIn can be used to communicate through paid
Facebook, Instagram, WhatsApp & campaigns with specific groups of users.
Metaverse

TikTok

New and meteors

Influencer Marketing

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 SMM | Social media marketing
SMM
Social Media
Marketing

How many social media

META
Facebook, Instagram, WhatsApp &
Metaverse
are there in the world?
TikTok

New and meteors

Influencer Marketing

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SMM | Social media marketing

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SMM | Social media marketing

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 SMM | Social media marketing
2.910
2.562
2.000
1.478
1.263
1.000
988
600
574
573
573
557 Most used platforms (active users in millions)
550
444
436
430
61
300
 SMM | Social media marketing

HOW
DO SOCIALS
MAKE
MONEY?
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SMM | Social media marketing

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 SMM | Social media marketing

HOW DOES THE

ALGORITHM WORK?
Have you ever wondered why we see what
we see, on social media?

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SMM | Social media marketing

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 SMM | Social media marketing
Meta Platform - Over 7 billion profiles
2.910

2.000

1.478

988

141
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 SMM | Social media marketing
SMM
Social Media Harvard University, Fall 2003
Marketing
Student Mark Zuckerberg, fresh from a date gone wrong, sits in front of his computer and looking at the university
yearbook creates a site where he uploads all the photos of college students and calls it Facemash. The rest is well-known
history as told by David Fincher and Aaron Sorkin in the multi-award-winning The Social Network, winner of 3 Oscars.

Menlo Park, 20 years later

META
Meta Platform is a company that is worth 357 billion dollars (19.01.2023) and in its various applications (Facebook,
Facebook, Instagram, WhatsApp &
Metaverse Instagram, Whatsapp...) provides advertisers from all over the world with space, data, assets and platforms to sell
products and services.
TikTok

New and meteors

Influencer Marketing

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 SMM | Social media marketing
SMM
Social Media From Network to Media
Marketing
Social networking brings together people who share interests of various kinds, who decide to build a community
around the interests they have to share.

Social media (from 'medium', which in Latin means 'medium, instrument') is a tool for sharing content with a wide
audience, a true means of communication like television, radio and printed paper, with communication methods that are
META
Facebook, Instagram, WhatsApp & completely different from traditional media, however.
Metaverse

TikTok
Per more:
New and meteors Andreas M. Kaplan and Michael Haenlein
Social media: back to the roots and back to the future
Influencer Marketing

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 SMM | Social media marketing
SMM
Social Media
Marketing
3 contents, 3 strategies

● Generated by the brand

Content designed to reach customers and potential customers. It can include social media posts, images, videos,
META advertisements, live streaming and more; the objectives of this content can vary, from promoting a product or
Facebook, Instagram, WhatsApp & service, to building customer relationships, generating leads, creating a community around the company or
Metaverse brand.
TikTok ● User-generated
● Collaborations (Influencer Marketing)
New and meteors

Influencer Marketing

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 SMM | Social media marketing
SMM
Social Media
Marketing

3 contents, 3 strategies

● Generated by the brand

● User-generated
META any form of content (text, posts, images, videos, reviews) created spontaneously by individuals. User Generated
Facebook, Instagram, WhatsApp &
Metaverse Content makes the user an active subject of communication: his or her contribution represents an action to
support, mention or complain about products, services, articles, news or directly a brand in its entirety.
TikTok ● Collaborations (Influencer Marketing)
New and meteors

Influencer Marketing

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 SMM | Social media marketing
SMM
Social Media
Marketing

3 contents, 3 strategies

● Generated by the brand

● User-generated
META ● Collaborations (Influencer Marketing)
Facebook, Instagram, WhatsApp &
Metaverse Influencers are usually public figures, such as actors, artists, athletes, bloggers or media personalities, who have
a large follower base on social media and are considered credible authorities in their fields. Companies can reach
TikTok a specific audience and build their reputation through collaboration with influencers.
New and meteors

Influencer Marketing

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 SMM | Social media marketing
SMM
Social Media
Marketing

Any content can be sponsored,

each platform interacts with the others,
META
Facebook, Instagram, WhatsApp & each user is included in a funnel.
Metaverse

TikTok

New and meteors

Influencer Marketing

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 SMM | Social media marketing
SMM
Social Media
Marketing
META BUSINESS MANAGER
The Facebook Business Manager is a marketing activity management platform that allows
users to manage multiple business pages, advertising accounts and Instagram accounts in
one place, providing detailed information on the progress and results of marketing activities.
Also included are features for task automation, data analysis and integration with other
META marketing platforms.
Facebook, Instagram, WhatsApp & WHATSAPP BUSINESS
Metaverse

TikTok Meta Blueprint

Meta Ads
New and meteors

Influencer Marketing

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 SMM | Social media marketing
SMM
Social Media
Marketing
META BUSINESS MANAGER
WHATSAPP BUSINESS
uses the techniques of conversational marketing, an approach based on the mode of
interaction established through instant messaging platforms, its objective is to stay in
touch with customers and succeed in building a valuable relationship with them. It also makes
META it possible to create a catalogue linked to an e-commerce and to promote through Meta
Facebook, Instagram, WhatsApp & channels (and the data collected).
Metaverse

TikTok How to get started with the WhatsApp Business app

Transform your business
New and meteors

Influencer Marketing

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 SMM | Social media marketing
SMM
Social Media China, 2014
Marketing Alex Zhu and Luyu Yang thought of a tool with educational purposes to create an application that could teach very
young users various subjects through short videos. They thus launched Musical.ly.

The arrival of Zhang Yiming, 2017

The project (as was the case with Instagram) has good features but something is missing; the idea is to address a different
target group: teenagers. The app now allows them to make videos (always of short duration), in which they perform
META
dances and choreographies to the notes of trendy music. The new version of the app attracted the attention of Zhang
Facebook, Instagram, WhatsApp &
Metaverse Yiming, owner of ByteDance (an application that offered the same functionality), who decided to buy Musical.ly for the
sum of 800,000 dollars.
TikTok

New and meteors ByteDance e Musical.ly become TikTok

In August 2018, Zhang Yiming, decided to merge ByteDance and Musical.ly to create a single platform, the one we know
Influencer Marketing
today and which has quickly become the most downloaded social application globally.

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 SMM | Social media marketing
SMM AN ALGORITHM TO FIND THEM ALL
Social Media
Marketing
A user-friendly interface, the style of the content, the ability to edit videos quickly and easily without having to use an
external app or programme, and an algorithm designed to make you lose track of time by keeping you attached to your
device with the highest engagement rate of all competitors.

TikTok's primary goal is to keep users glued to the platform and become the world's first in terms of interactions and
META average user time.
Facebook, Instagram, WhatsApp &
Metaverse
TO REMEMBER
TikTok
1. The algorithm works on the individual video and not on the account
New and meteors
2. There are five different performance indicators (Completion rate, Retention rate, Shares, Comments, Likes)
Influencer Marketing 3. Music and # are fundamental
4. TikTok does not consider the publication date as a determining factor

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 SMM | Social media marketing
SMM Twitch, a live streaming platform used mainly for streaming video games, but also for
Social Media creative content, music, talk shows and more, is the social network of Millennials and
Marketing Generation Z.

Twitch Marketing

● Build a strong brand and presence on the platform through a consistent

streaming schedule
META
Facebook, Instagram, WhatsApp & ● Network and collaborate with other streamers to reach new audiences.
Metaverse ● Run giveaways and promotions to encourage viewers to follow and subscribe
to your channel.
TikTok
● Use paid advertising on Twitch and other platforms to reach a larger audience.
New and meteors ● Use the Twitch Affiliate Program and Twitch Partner Program to monetize
your channel.
Influencer Marketing
● The Porsche Case (in brief)

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 SMM | Social media marketing
SMM
Social Media
Marketing
The social media most loved by former president Donald Trump and blocked
by Apple, Google and Amazon, however, is enjoying enormous success in the
United States (top 5 of the most downloaded apps).

The next great candidate to become a meteor (especially after the Capitol
META
affair) but which has also achieved great success in its paid Parler Ads.
Facebook, Instagram, WhatsApp &
Metaverse promotions.

TikTok

New and meteors

Influencer Marketing

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 SMM | Social media marketing
SMM Be Real focuses on creating authentic and engaging content that celebrates the truth and
Social Media continues to be popular especially among younger generations.
Marketing
A notification on your smartphone screen warns you that it's time to be real: no filters,
post-production, plastic poses, perfect lives and false stories. The notification arrives once a day,
at the same time to all users depending on their time zone and, from that moment, they only
have two minutes to take a photo.

META
Facebook, Instagram, WhatsApp &
Metaverse E I BRAND?

TikTok
Chipotle, American chain of Mexican cuisine restaurants, has chosen to use BeReal, joining the
New and meteors trend that pursues the authenticity of contents, to be transparent towards its consumers. From
Time Square to discount code promotions available for one minute for the first 100 customers.
Influencer Marketing

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 SMM | Social media marketing
SMM Creators who earn up to €20,000 a month, an owner Leonid Radvinsky who in
Social Media October 2018 bought around 75% of the growing, but unknown to most,
Marketing
company and who today is the 39-year-old English porn baron who became a
billionaire thanks to the app .

OnlyFans owes its explosion (also) to the pandemic and today it is a platform
that allows users to create profiles and share exclusive content (for adults)
META only with subscribers.
Facebook, Instagram, WhatsApp &
Metaverse
FUTURE?
TikTok Use user data to segment audiences and create personalized content that
meets the needs and interests of subscribers and why not resell it to third
New and meteors
parties?
Influencer Marketing

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 SMM | Social media marketing
Influencer marketing
SMM The concept of "influencers as media" refers to the way in which influencers,
Social Media through their online communication channels and platforms, act as vehicles of
Marketing
information and entertainment.

Influencers, thanks to their ability to reach and engage large audiences on

platforms such as Instagram, YouTube, or TikTok, essentially become
autonomous "media".
META
Facebook, Instagram, WhatsApp & This makes them a powerful communication and promotional tool,
Metaverse
influencing opinions, trends and purchasing decisions.
TikTok
Therefore, studying influencers as media involves analyzing the communication
New and meteors strategies, content creation and cultural impact of such figures in the digital age.
Influencer Marketing

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SMM | Social media marketing
Influencer marketing

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 Rest of the world
Yandex is a Russia-based technology company that offers a variety of online
Rest of the world services, including a search engine, an email service, a GPS navigation system,
and an e-commerce platform.

The Yandex search engine is the most used in Russia and some countries of
the former Soviet Union, and competes with other global search engines such as
Google and Bing. Additionally, Yandex offers cloud storage, machine translation,
data analysis and online advertising services. Yandex Taxi, one of its divisions, is a
Yandex ride-hailing service similar to Uber or Lyft.

VKontakte
Yandex was founded in 2000 by a group of Russian university students and is
Baidu currently one of Russia's largest and most important technology companies. The
company is listed on the Moscow Stock Exchange and has a market
WeChat
capitalization of more than $15 billion.
Weibo

Koo

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 Rest of the world
VKontakte, known simply as VK, is a Russian-based social media platform
Rest of the world launched in 2006 and quickly expanded to become the largest social media
platform in Russia and some countries of the former Soviet Union. VK offers
similar features to other social media platforms like Facebook, such as the ability
to create a profile, share posts, create discussion groups, and send private
messages.

Additionally, VK offers a music and video sharing feature, an integrated payment

Yandex function, a wide range of games and applications, and an option to share
documents.
VKontakte

Baidu VK has been criticized for its lack of controls on inappropriate content and
for its alleged complicity in the spread of propaganda and disinformation
WeChat
content.
Weibo

Koo

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 Rest of the world
Rest of the world Baidu is a Chinese technology company based in Beijing that offers several
online services (like Google and Yandex), including a search engine, a map
service, an e-commerce platform and an online advertising offering. The Baidu
search engine is the most used in China.

Baidu also offers a number of other services such as Baidu Baike, a Chinese
online encyclopedia, Baidu Tieba, a discussion platform, and Baidu Wangpan, a
Yandex cloud storage service.

VKontakte
Baidu was founded in 2000 and is currently one of China's largest technology
Baidu companies, with a market capitalization of more than $100 billion. The
company is listed on the Hong Kong Stock Exchange and Nasdaq.
WeChat

Weibo

Koo

86
 Rest of the world
Rest of the world
Another Chinese giant, WeChat is a popular messaging and social media app
developed and managed by Tencent. In addition to the classic chat, messaging,
voice and video calling functionality, WeChat also allows mobile payments,
money transfers, games, shopping and transportation services.

WeChat is also used by businesses and organizations for communication and

promotion of their products and services, and allows users to use the app to
Yandex
access government services and banking services.
VKontakte
The growing popularity of the app could be affected by security issues and
Baidu
government restrictions.
WeChat

Weibo

Koo

87
 Rest of the world
Rest of the world Weibo is a social media platform, also known as "Chinese Twitter", that
allows users to create and share text posts, images, videos, and links. It was
launched in 2009 and has become one of the most popular social media
platforms in China.

Used by companies and organizations to promote their products and

services and communicate with customers, Weibo has an active and growing
Yandex user base and remains one of the most used social media platforms in China.

VKontakte
Like WeChat, Chinese authorities have the power to remove content they
Baidu deem inappropriate or dangerous, and can also restrict access to the
platform in the case of content deemed illegal or subversive.
WeChat

Weibo

Koo

88
 Rest of the world
Rest of the world

Koo is an Indian microblogging app that allows users to create and share text,
image, video, and audio posts. Launched in March 2020 it has rapidly expanded
to become one of the most popular microblogging apps in India. The app also
supports creating discussion groups on specific topics and offers an
Yandex automatic translation feature to help users understand content written in
different languages including Indian languages like Hindi, Tamil, and Telugu.
VKontakte

Baidu

WeChat

Weibo

Koo

89
 Other media
Other media
From 29 October 2020, Sky Italia allows the provision of advertising content by
target on Sky media via the Sky Advertising Manager platform.
Targeting occurs by gender, age, sport, news, etc., and is managed independently by the

P advertiser. It is a shared platform designed to promote advertising on all the group's

tools, through digital and on-demand channels.

Sky CHANNELS:
● Free to air channels (Cielo and TV8)
Programmatic Ads
● Sky websites
Spotify ● Podcast app
● Sky on demand services
Netflix
● Over 300 Sky branded sites, including National Geographic
Amazon

DEM

90
 Other media
Other media
Programmatic advertising refers to the automated purchase of advertising
space on the Internet. Instead of purchasing advertising space through direct
contracts with websites or television networks, companies use programmatic

P software to purchase advertising space automatically through a real-time

auction.

Programmatic advertising uses data analytics to determine which users are most
Sky likely to respond to a particular ad and where and when to show the ad. This
allows companies to achieve a greater return on their advertising investment, as
Programmatic Ads
ads are only shown to users most likely to be interested. Programmatic
Spotify advertising includes several buying methods, such as direct programmatic
buying, private programmatic buying, and real-time programmatic buying
Netflix
(RTB) where advertisers.
Amazon

DEM

91
 Other media
Other media
● Direct programmatic buying is a purchasing method in which the
advertiser uses software to purchase advertising space directly from a
specific publisher.
P ● Private programmatic buying is a purchasing method in which the
advertiser uses software to purchase advertising space from a select group
of publishers who have agreed to participate in the auction.
● Real-time programmatic buying (RTB) is a purchasing method in which
Sky
advertisers participate in a real-time auction to purchase advertising space
Programmatic Ads on a wide range of websites.

Spotify
The use of programmatic advertising is growing rapidly around the world as it
Netflix allows advertisers to specifically reach their target audiences, achieve a greater
return on investment and effectively optimize advertising campaigns.
Amazon

DEM

92
 Other media
Other media

Advertising campaign manager designed by the Swedish company offers

extremely relevant ad organization and creation tools.

P
● a professional speaker selectable from a constantly updated list in
which the type and tone of voice can be filtered (for example: male,
Sky female, young, mature, deep, brilliant, etc.);
● a background soundtrack;
Programmatic Ads
● the translation of texts into different languages;
Spotify ● customization of the CTA and landing URL;
● a promotional tagline linked to the sponsorship
Netflix

Amazon

DEM

93
 Other media
Other media

P
MICROSOFT & NETFLIX

Sky

Programmatic Ads

Spotify

Netflix

Amazon

DEM

94
 Other media
Other media

Amazon Ads is an online advertising system operated by Amazon that allows

advertisers to promote their products on Amazon's e-commerce platform.

P Advertisers can create ads in different formats, such as text, image or video
ads, and choose to have them appear in different locations on the platform, such
as the search results page, product page or offers page. The system uses a
Sky cost-per-click (CPC) payment model.

Programmatic Ads
There are several targeting options for ads, such as the ability to reach specific
Spotify groups of customers based on their searches on Amazon, their interests or their
geographical location or remarketing to show ads only to customers who have
Netflix
already visited the their website or have shown interest in their products.
Amazon

DEM

95
 Other media
Other media Three types of advertising campaigns available on Amazon Ads:

● Product Sponsored
allows advertisers to promote their products within Amazon search
P results and on the product page.
● Sponsored Brand
allows advertisers to promote their brand and products within Amazon
search results and on the product page.
Sky
● Display Ads
Programmatic Ads allows advertisers to create banner ads that appear on external
websites that are part of the Amazon advertising network.
Spotify

Netflix Remember that as with any online advertising system, advertisers must be
strategic in creating ads and using targeting options to get the maximum return
Amazon
on investment.
DEM

96
 Other media
Other media
It is a form of direct marketing (DEM) that integrates strategies and tactics to create and distribute email
communications with the aim of implementing relationships between brands and audiences or sending information and
updates of a promotional nature.

5 main Benefit:

● Give a sense of exclusivity and immediacy

Sky ● Easily measure ROI
● Pursue user conversions
Programmatic Ads
● Position the brand better
Spotify ● Set automation strategies

Netflix

Amazon

DEM

97
Case Studies

98
 SMM | Social media marketing
SMM
Social Media
Marketing

META
Facebook, Instagram, WhatsApp &
Metaverse

TikTok

New and meteors

Influencer Marketing

99
 SMM | Social media marketing
SMM
Social Media
Marketing

META
Facebook, Instagram, WhatsApp &
Metaverse

TikTok

New and meteors

Influencer Marketing

100
 SMM | Social media marketing
SMM
Social Media
Marketing

Over 32,000 messages and over 13,500 unique users

Average response time: 15 minutes
META
Facebook: 14,818 messages - 5,649 users
Facebook, Instagram, WhatsApp &
Metaverse Google MyBusiness: 14,522 messages - 5,151 users
Instagram: 753 messages - 435 users
TikTok
Twitter: 3,058 messages - 1,809 users
New and meteors

Influencer Marketing

101
 SMM | Social media marketing
SMM
Social Media
Marketing

META
Facebook, Instagram, WhatsApp &
Metaverse

TikTok

New and meteors

Influencer Marketing

102
 SMM | Social media marketing
SMM
Social Media
Marketing

META
Facebook, Instagram, WhatsApp &
Metaverse

TikTok

New and meteors

Influencer Marketing

103
 SMM | Social media marketing
SMM
Social Media
Marketing

7 Influencer/creators 6 Topic 3 Top Results

● Chiara Noris Chiorda ● Fashion ● 2,5 milioni di view
● Martina Quattrone ● Beauty ● 1500 interactions

META ● Vatinee Suvimol ● Casa ● 5 millions Reach

Facebook, Instagram, WhatsApp & Nicolò Balini (humansafari)
● ● Generico
Metaverse
● Lisa Azzola ● Food
TikTok
● Martina Bosatelli ● Accessori
New and meteors ● Beatrice Pedrali
Influencer Marketing

104
 SEM | Search engine marketing
SEM
Search Engine
Marketing

SEO | Search Engine Optimization

SEA | Search Engine Advertising

Google Marketing Platform

105
 SMM | Social media marketing
SMM
Social Media
Marketing

META
Facebook, Instagram, WhatsApp &
Metaverse

TikTok

New and meteors

Influencer Marketing

106
SMM | Social media marketing
SMM | Social media marketing
AI, Gemini and more…

109
110
 SMM | Social media marketing
SMM Metaverse is a term coined by Neal Stephenson in Snow Crash (1992), a cyberpunk science fiction book, described as
Social Media a sort of virtual reality shared via the internet, where one is represented in three dimensions through one's own
Marketing avatar.

The element that distinguishes the metaverse from previous virtual worlds is the persistence of the digital contents
present within it.

Thanks to technologies such as blockchain, not only virtual places but also the objects and identities of those who
META
Facebook, Instagram, WhatsApp & move there will be persistent: this means that digital assets and identities will be able to move from one virtual world to
Metaverse another - and even within the world real, thanks to tools such as augmented reality.

TikTok
Will we all live in the Metaverse?
New and meteors Prof. Lamberti speech at the UPA / Polimi conference “Branding e-volution
The Metaverse and how we will build it together -- Connect 2021
Influencer Marketing

111
 SMM | Social media marketing
SMM
Social Media Metavero & Fashion, gaming as a means of access to the metaverse
Marketing
Gaming is the tool to bring fashion to digital and, in broader terms, to engage GenZ.

● 2019, Gucci launches Gucci Arcade

● 2019-2021: Valentino, Marc Jacobs, Moncler, Nike Puma, Burberry, Louis Vuitton land on various games such as
META Animal Crossing, League of Legends, Fortnite
Facebook, Instagram, WhatsApp & ● 2021: Balenciaga AfterWorld, Selfridges & Pokemon Go launch digital and physical collections
Metaverse
● NFT, pieces for collectors
TikTok ● 2021, the case of Dolce & Gabbana and the launch of the new Valdé Bauty lipsticks on Decentraland.
● NFT, the regulatory vacuum: 2022, Hermès against Mason Rothschild for metaBirkins.
New and meteors
● Evolution of digital entertainment platforms, in 2022, Netflix from a video platform to a gaming platform.
Influencer Marketing

112
 SMM | Social media marketing
SMM Metaverse, the future of video production?
Social Media
Marketing
● We Met in Virtual Reality
Wired introduces this documentary presented at the 2022 Sundance Film Festival and entirely made in the
metaverse. The video explores how communities, formed within this virtual environment, address socially useful
and real issues and are based on inclusiveness.

META ● Ready Player One?

Facebook, Instagram, WhatsApp &
This Medium article illustrates how the film industry has treated in the past and inspired for the future the
Metaverse
potential and critical issues of the metaverse that is about to be born.
TikTok
● This Inspiring by Iceland commercial shows how by ironically speaking about the metaverse, we can enhance
New and meteors
the reality that surrounds us by promoting sensations and experiences that the metaverse will never be able to
Influencer Marketing provide.

113
Evolving Brand

114
Recommended readings, listening and viewing

115
Interpret contexts and scenarios

This docuseries chronicles the rise of superstar

Michael Jordan and the story of the 1990s Chicago
Bulls with never-before-seen footage from the
unforgettable 1997-98 season.

https://www.netflix.com/it/title/80203144

116
Interpret contexts and scenarios

In this hybrid drama and documentary about the

dangerous influence of social networks, some tech
experts raise the alarm about the tools they've created.

https://www.netflix.com/it/title/81254224

117
Interpret contexts and scenarios

A documentary that tells the story of dozens of

students through the eye of a camera and infinite food
for thought.

The current condition of youth, the Lockdown,

digitalisation and DAD, social media and the
consequences of being teenagers today, discovering
the resistance and stubbornness of a generation
which, tired of prejudices, wants to tell its story.

https://logout.film/

118
Interpret contexts and scenarios

Carbonara is the most famous pasta recipe in the

world. But how did it all start?

Rome, 1944. An Italian chef meets an American soldier

with a mission: to prepare a special meal for the Allied
forces stationed in the city.

https://www.youtube.com/watch?v=1ItOwxKN8G8

119
 Interpret contexts and scenarios

https://www.ted.com/ https://www.wobi.com/
https://www.tedxbergamo.com/

120
 Podcast

Brand Stories is a journey through time to discover the

crazy stories behind the most famous brands. In each
episode we relive the deeds of women and men like us
who had the courage to believe in their ideas.

https://storiedibrand.it/

121
 Podcast

Every week the latest news from the marketing and

digital world. Staying updated is essential. Doing it with
15 minutes a week and with the convenience of a
podcast is beautiful (and functional).

https://marketing-espresso.com/i-podcast/

122
 Recommended readings

Bruno Munari Paolo Iabichino Seth Godin Mo Gawdat

GOOD DESIGN SCRIPTA VOLANT LA PRATICA Scary Smart
Edizioni Corraini, Edizioni Codice Roi Edizioni, 2021
Mantova, 2007 Milano, 2017

123
Thank you!

124