Italy Com Area Current State CN2, 27.04.10
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Transcript of Italy Com Area Current State CN2, 27.04.10
Communication Trends in AIESEC Italy
Powered by SONA Q1 for 15 LCs (without Milano Catolica and Venezia)
External Communication
Web-page
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
1
2
3
4
5
6
7
8
9
Web-page updating
Tim
es p
er m
onth
ExternalCom
According to SONA only 2 LCs out of 15 update web-page every week
Web-pageExternalCom
2 per week
1 per week
1 per 2 weeks
1 per month
1 per 2 month
never
0% 5% 10% 15% 20% 25% 30% 35%
7%
7%
33%
27%
7%
20%
Web-page updating
% of LCs
Times of updating
According to SONA 47% of LCs update web-page at least once per month, 20% don't update it at all
Web-pageExternalCom
According to SONA 5 out of 15 LCs don't know number of visitors of their web-page - 33%
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
2000
4000
6000
8000
10000
12000
50
9837
95
1768
278
5000
16902175
1333 1450
Number of visitors at web-page
RecruitmentExternalCom
According to SONA 38% of LCs (5 out of 13) got more than 50% of applications through web-page
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
10
20
30
40
50
60
70
80
20
13
5
23
50
32
22
68
32
45
0
40
10
71
Total vs Web applications
Total applicsWeb applics
Media appearancesExternalCom
According to SONA 73% of LCs (11 out of 15) had less than 5 media appearances
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
10
20
30
40
50
60
14
57
30 0
25
21
0
20
Media appearances
External RepresentationExternalCom
According to SONA 47% of LCs (7 out of 15) participated in more than 1 external event
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
External Events
PartnersExternalCom
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Media/printing partners
PartnersExternalCom
According to SONA 11 out of 15 LCs have media partners, but only 2 LCs (14%) have more than 2 partners
0
1
2
3
4
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Media partners
LCs
Med
ia/p
rintin
g pa
rtne
rs 14 out of 15 LCs have good relationships with University(except Pisa)
Internal Communication
MyAIESEC.netInternalCom
According to SONA, 2 out of 15 LCs has team structure in myaiesec.net that reflects their real LC structure
Only 6 LCs out of 15 (40%) know their real # of teams in the system
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
0.5
1
1.5
2
2.5
Team Function in MyAIESEC.net
AwarenessEB TeamStructure
MyAIESEC.netInternalCom
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
10
20
30
40
50
60
70
80
90
100
110
Usage of MyAIESEC.net
% o
f mem
baer
s use
my@
net
MyAIESEC.netInternalCom
According to SONA, in 9 out of 15 LCs not more than 60% members use my@net
< 50%
50%-60%
65%-75%
> 75%
0 1 2 3 4 5 6 7 8 9 10
Usage of MyAIESEC.net
# of LCs
% o
f mem
bers
use
my@
net
LC official wikiInternalCom
According to SONA 53% of LCs (8 out of 15) have official LC wiki
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
0.5
1
1.5
2
2.5
3
3.5
LC wiki
Wiki with projects description
Wiki with contacts
LC wiki
5 out of 8 LCs with wiki have contacts & projects' description there
LC official wikiInternalCom
According to SONA 37% of LCs with LC wiki (20% in total) update it at least 1 per month
According to my@net analysis 25% of LCs with wiki (11% in total) update it at least 1 per month
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
0.5
1
1.5
2
2.5LC wiki updating
Update once per month
LC wiki
LC official wiki updatingInternalCom
SONA analysis
MyAIESEC.net analysis
every week
every month
every 2 month
every 3 month
other
0% 5% 10% 15% 20% 25% 30%
every week
every month
every 2 month
every 3 month
other
0% 5% 10% 15% 20% 25% 30% 35% 40%
Promo campaignsInternalCom
According to SONA no one LC out of 15 ran X+L campaign
Social MediaInternalCom
According to SONA 53% of LCs (8 out of 15) have twitter account
ExternalCom
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
5
10
15
20
25
30
35
40
45
0 0
13
0
4
9
0 0
32
0 0 0
28
42
29
Followers on Twitter
Social MediaInternalCom
According to SONA 15 LCs have FB group ; 7 LCs (47%) have FB account ; 4 LCs (27%) have FB page
ExternalCom
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
100
200
300
400
500
600
113137
186
355
232
394
342
503
258
390
288
168 161 171187
Facebook group members
Facebook account friends
Facebook page fans
Social MediaInternalCom
According to SONA 10 LCs (67%) have youtube8 out of 15 LCs (53%) have twitter acount; 4 LCs (27%) have blog 3 LCs (20%) have Flickr
ExternalCom
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Twitter, Blog, Youtube, Flickr
FlickrBlogTwitterYoutube
Social MediaInternalCom
ExternalCom
FC group
FC account
FC page
Flickr
Youtube
Blogs
0% 20% 40% 60% 80% 100% 120%
53%
100%
47%
27%
20%
67%
27%
Social Media Usage
LCs
Resources
HR – com responsibleResources
According to SONA 11 out of 15 LCs have com responsible
Only 2 out of 15 LCs have com & is responsible dif people
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
0.5
1
1.5
2
2.5
3
3.5
Com & IS responsibles
Different peopleIS responsibleCom responsible
HR – EducationResources
According to SONA 6 out of 10 LCs give education about brand at least 2 times per year
11 out of 14 LCs give education about myaiesec.net at least 2 times per year
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
5
10
15
20
25
30
35
40
45
50
55
12
31 2
12 12
1
48
2
12
1 2 24
Education
General education (times per year)
Myaiesec.net educa-tion
HR – EducationResources
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
20
40
60
80
100
120
12
3 1 2
12 12
1
48
2
12
1 2 2 4
50 50
70
5750
90
60 60
50 50
70
100
50
10
75
Education vs Usage of MyAIESEC.net
Myaiesec.net educa-tion
% of your members constantly using MyAIESEC.net
Tools - Communication PlanResources
According to SONA 80% of LCs (12 out of 15) have communication plan – except Roma3, Trento, Catania
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
0.2
0.4
0.6
0.8
1
1.2
Com plan
Tools – Brand AuditResources
According to SONA 9 out of 15 LCs (60%) ran brand audit in the last semester
Ancona
Bari
Bolzano
Catania
Federi
co II
Genova
Palerm
o
Parthen
opePav
iaPisa
Roma3
RomaLS
Torin
oTre
ntoTri
este
0
0.2
0.4
0.6
0.8
1
1.2
Brand Audit
Communication
in our life
Global Trends 2010
Search in real time
Users already made a revolution, by putting themselves in opposite to ordinary media. In 2010 we will strike over the new internet-reality: content will be over-actual.
Mobile Transactions
Mobile phones are converting more & more in normal PC, which can be finally used in commercial purposes. Mobile phones are becoming sail-points.
Local Decisions influence brand beyond of state boundaries
Communication is becoming international with internet.
Plug-ins for mobile phones, viral and TV movies from different markets are freely spreading in different countries
Soon agencies will be more international oriented, global campaigns will be launched
Le Roi Est Mort, Vive Le Roi!
In the same way as all sciences came out from philology, all the media “entered” the internet. They will live also there.
That is why all the advertisings will be digital; we will not call it digitalIt will be – just Advertisement
Future connection
Tools for personal communication will be changed totally in 5 year.
Development of the Internet – common penetration of broadband.
Communication will happen only with skype & web-conference.
New reality of users’ world
Technologies make us describe surrounding environment more and more.
We change not only our behavior, starting our morning with Twitter; we make our world more interesting talking about smth we did’not notice before. For ex.: that sweepers never raise up their heads and spend the whole life just looking the floor
Viral thirst
Brands will strive to charge every TV-spot with viral content.
Production of viral movie is becoming comparable with shooting of the main channel.
Crowdsourcing in advertising
Years ago, advertising made by consumers, raised rage. This year, brands will inspire users to create new format of communication.
Billboards and TV advertising made by crowd are waiting for us.
Social CRM
We all observe the bloom of tools of social communication: Facebook, Twitter, etc. This year brands will be closer to consumers by socialization of its business-processes.
Salesforce.com already made Chatter – collaborative on-line platform, uniting the best information about business in real time and using best of Twitter and Facebook, turning them into business instruments.
Fight for maintaining of users’ involvement
In big social media there is a trend of involving the audience and coping of technologies of competitors instead of creating new innovations. This war threaten also brands.
Facebook remakes main page to be similar to Twitter, tag users with @, make lite.facebook.com and want to make analog of skype.
At the end of the year all digital communications will be based on micro groups. There will not be only one communication for TA, there will be about 100 different digital-experiences for 100 different (or maybe crossing) groups.
TA constantly research new platforms – it becomes harder and harder to get TA, that is why it’s better to create concrete digital decisions for small platforms
Growth of popularity of games in social networks
To start on-line gaming = get long-term contact of TA with brand. In 2010, games in social networks will become independent advertising platforms.
Public Indulgences
Nowadays all the common activities, which users should realize according their, for example, religious views, happens through social media. For example, with the help of Twitter.
Digital World merges completely with personal identity
The citizen of Japan marry the woman from the computer game, newlyweds update their statuses in facebook in front of the altar, the monkey in the zoo has phone for making pictures and posting of them in social network. Where can we find the corner where you can stand one by one with your thoughts without any socialization. There is too much of electricity in this world. We need leave the country urgently.