OBJECTIVES
The course aims to provide participants with the skills needed to activate the presence of the corporate brand within the digital world, in order to improve stakeholder engagement.
In particular, the participants will be included in a business context – Tiscali expression of Italian excellence in ICT – where, through learning sessions, testing and application of 3.0 communication skills can:
- disseminate and communicate business lines, giving impetus and support to achieve business objectives;
- enhance integration and motivate people to feed a culture capable of competing, that can effectively deal with new, market challenges.
It aims, therefore, to raise awareness among managers of the great potential offered by the media, exploring major platforms and the most interesting tools.
As “marketing oriented” businesses are more and more “communication oriented”, managers must interact properly with customers, employees and stakeholders to develop the business, developing innovative, digital communication concepts, useful to ensure the brand a dynamic online presence.
CONTENTS
The project enables managers to analyse not only from a strategic but also practical point of view:
- digital techniques of Web 2.0: how to develop a digital strategy
- Social Media: a new way to communicate and interact
- social media and digital identity: influencers
- innovative tools of online communication of a company
- tools to monitor online reputation
- personal branding
- social CRM: scenario, logics, strategies and targets
- social CRM banking and insurance
- cross-media and interaction between media
- the transition from Storytelling to Story Sharing
- strategic digital content: video clips, blogs, documentaries, videos, monographs, etc.
- content for Brand management: Video-galleries, informative Blogs, Corporate gossip
- content for External Communication: Blogs, Portals, WEB TV, Communities, E-books, etc.
- content for corporate training: Video-mentoring, internal Blogs, Vlog, Fora, Self-Broadcasting
