My social media week … how to raise awareness

I attended only few events of Social Media Week in Rome. Unfortunately.

I mean … less than the number of events I was interested in.

But  I appreciated very much “Social Media & No Profit: not only Social Marketing” conference. I’m really involved in these two topics, but I didnt’ have any direct Italian experience.

I was surprised by discovering that most of  the people that attended the conference, didn’t know the in-depth power of a social media campaign. Barcamps are an unknown practice. In communication field, social media are often used as a showcase, a window … no more.

So, that’s why this conference has represented  a great opportunity, as  we afforded important experiences as a fund-raising project, a no-profit platform and different campaigns.

Please, spend few minutes of your time watching these videos and spread the word!

Fund-raising for Haiti


Welcome to

WhiteHouseHi All!

It’s not a news telling you that, as millions of people, I followed Obama’s campaign and his inaugural speech. I’m trying not to compare American experience with Italian situation, as the gap it too deep, and my current vision about Italian political system is not positive.

That is, I’d like to underline some important points, and give you some references about Obama and social media’s campaign and the new Whitehouse website.

Starting with ‘Obama’s brand’ I was astonished by the positioning: he’s been able to ‘fill the hole’ in prospectus’ mind (electors’ mind!), by representing something really new, NOT equal to anyone. Isn’t it the dream for every brand, is it?

This result is mainly due to a viral campaign, made by a mix of direct relationships (don’t forget that hundreds of volunteers went door to door to explain Obama’s program and to convince people to vote), and the exploitation of social media capability.

It’s useless for me to repeat a great analyses written by Valeria Maltoni on her blog,  I warmly suggest you to read it!

The other point that obviously really involved me, is the new WhiteHouse website, especially the new blog added to the website.

According to Becky Carroll’s opinion, now the blog looks more like a web page than a conversation.

But considering the ‘Italian’ point of view, there are at least two great innovations: all the third party contents are ruled by Creative Commons licenses; participation in terms of rating and review Government laws  “… we will publish all non-emergency legislation to the website for five days, and allow the public to review and comment before the President signs it…”.

All the citizens can express their opinions BEFORE final approval.

This is only the beginning of this adventure, but I’m sure our interest won’t decrease!

Enjoy this reading and stay tuned!

Social Media Predictions

sferaAs usual in this time, everybody is wondering what the future may hold for the next year.

In particular, the economic crisis involving all countries represents an unpredictable element of our future.

By the way, one of our job’s main duties is to think outside the box.

I believe that participation and collaboration will be once more the ‘key words’ of our future.

That’s the reason why I suggest you to read … not the horoscope, but an interesting thoughts collection: “Social Media Predictions 2009”. Peter Kim asked some US marketing and social media leaders, to share their vision on 2009.

Enjoy your reading!

Technology and Happiness (or Unhappiness)

During the last RomeCamp2008, I’ve been asked to partecipate in a project called ‘Techlovers’.

Before informing you about the project’s ‘technical’ details and aims, I’d like to tell you what I had to do.

A young girl asked me for an interview as a blogger, in front of a videocamera (I was terrified), but the question was more terrible than the videocamera: how has technology been changed my life? How does technology make me feel happy?

Immediately, I replied talking about my US experience, my blog, and the new people I recently met. But I’m still thinking about it…

There are many daily things I improved with technology, but I strongly believe there is a main reason of my technology’s happiness: knowledge.

I can get all the information I need in a while. I can meet all far away friends. I can read different opinions about a topic and have a totally new opinion. I can share experience.

I can better understand our time. Knowledge as a support, not a substitute of human relationships. Isn’t this a technology’s happiness, is it?

That’s why I think is important to fight against digital divide, and for the network neutrality! is a project by , that is an Italian blog about unconventional marketing.

The project idea they explained at Romecamp2008 is collecting video stories from Italian internet users, successful and unsuccessful stories, all the difficulties people coped with because as digital divide, the happiness people reached because using technology change their lives.

After the video collection, there will be a context where users will vote their favourite story. At the end, they’ll realize a videoreportage, a sort of “Italians 2.0”, that will be programmed on TV and Internet.

In this post I just wanted to talk about feelings, but there are some intersting aspects about media, marketing, Italian digital divide I’ll talk about very soon!

For more information: and

RomeCamp2008: the day after

Planning the presence|

Planning the presence|

As I promised, I’m here to talk about my first barcamp, RomeCamp2008, I attended on Friday and Saturday.

I’m still really excited about this experience, because of my first ‘real’ contact’ with Italian reality of ‘unconventional conferences’; I met some brilliant professionals with different skills.

Let’s start with some information: the location was the Faculty of Economy – Rome 3 University, a comfortable place with a symbolic meaning (let’s open our universities and start listening to new knowledge and ideas!).

Three main topics: innovation, technology, end environment. A corner with a streaming TV (ilCannocchiale), for interviews, debates, opinions. Very useful to see some debates I (people) couldn’t partecipate.

Some sponsors from traditional market (Terna), and some others from social media and webtv (current_tv, yalp, ilCannocchiale).

Definetely… a perfect organization!

The good and bad.

Really good: so many ideas and inputs.

Different experiences like 24hrscamp with its mix of technology, different skills and no-profit (Camillo Di Tullio aka Dr_Who), a manager from traditional communication who decided to partecipate and listen (Fulvio Rossi by Terna), projects from governament area such as Kublai (Alberto Cottica), useful tips about SEO from Sean Carlos, debate on green marketing (Simone Lovati), new ideas about ‘predictive markets (Davide Bennato)…. I’m sorry I can’t list everybody … (but you can find more info at

Little things I was disappointed: just few students (even if we were at University), and … no managers from local government, traditional market, and communications.

I believe this is would have been the REAL innovation …

However, a positive experience I’ll be very happy to repeat very soon.

Thanks to Nicola Mattina and Vincenzo Cosenza and to all the people that contributed to this event.

These are just some feelings. In the next days, I’ll tell you something more about contents!

If you have any experiences of barcamp in US or somewhere else, why don’t you share with us your experience?

PS: just a little negative note: Women, geek girls, where were you? Most of the speakers were men!

Marketers and environment

This morning I read a couple of interesting posts from ‘Bizandbuzz’ blog. The author, Gianandrea Facchini, tries to figure out how marketers can contribute to a better and sustainable world, and he gives some suggestions.

As you can imagine, I felt immediately involved in this issue, as one of my main goals as global citizen is to reduce negative environmental impact.

What can we do to influence companies?

I believe that we have some good points and tools, such as corporate social responsibility: ethical behaviours can promote a positive image, reducing environmental impact is a long term investment, and so on.

But we need a strong support from governments.

In Italy, for instance, we need laws, incentives, rules. Good ideas are not enough to create awareness.

We don’t have so much time, our planet is suffering too much. We can create communities, we can spread out the voice, but we really need a strong signal.

What’s your opinion?

Olympic Games and Chinese Brands

Some days ago, I read an interesting post about the Chinese sponsors at the Olympic Games. As it is in Italian, I’d like to share it with you. Federico Rampini, correspondent for the newspaper “La Repubblica“, analyzes the role and the future of some important Chinese brands.

In many situations, Olympic Games have represented the “launching pad” for a lot of companies. Everybody knows some main sponsors such as Adidas, Omega, Coca Cola, MacDonald, Visa, and Kodak. Most people consider them the real “master” of the Games. But what about the Chinese sponsors?

We can start from Lenovo: just a few people know that all IBM personal computers are made from Lenovo. This company wants to change the idea that Chinese products are only cheap and not reliable. Its new slogan is “Technology, innovation, and service quality”. Does it sound different from the past?

Another company whose main goal is the service quality, is Air China. For the first time in the company’s history, it considers the service quality as the pattern to follow.

Then we have Bank of China: this bank is well-known as “white knight” as it is helping many western banks with the loan crises.

It will be very interesting for the marketers to follow the growth and the changes of these companies. Do you think that they will be able to introduce a new concept of customer service? That’s the great challenge for the the future!!!

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