good morning and welcome
I start my change making one
question surely you will know who he is
the character on the screen is
by batman batman batman is a superhero
and has a characteristic that distinguishes it
by illustrious colleagues, at least by some
of them has not superpowers batman not
fly a laser beams coming out of the
eyes do not move objects with the
force of thought simply to gods
hyper technological gadgets and wearing one
mask a costume and fight the bad guys
on the streets of gotham city
when he comes back on the cave in the bat
take off the mask the costume who returns
to be back to being bruce wayne and
bruce wayne
clearly can not be considered
the average man because a multimillionaire
but bruce wayne is very interesting
as a character because inside it
they coexist mainly because of how it is
made chris nolan I do not know if you have seen
the last trilogy made him very human
with a strong humanity with an accent
very strong on the weak points of
force on his fears on trauma trams
anaffective side but also courage e
the resourcefulness of the tour e
of altruism so it is a lot
fascinating the bruce wayne and e side
the one that then hooks the viewer to
follow a film to think how much
boring are shots of me made only of
fights and special effects to me
they do not like and I believe a good part
of people who love cinema and do not like it
because I say this because I’m in fashion
my
I’m dealing with super heroes like
batman my superheroes are mine
athletes fencing champions
they have in common compact but neither
a costume a mask only that when
we do not wear to fight
bad guys on the streets of gotham city but
try to overcome opponents and
very often you can fencing it
we remember the most mediated sport
of Italy and for me they are a lever of
very important promotion a lever of
marketing
mental from this point of view e
so when they play the anthem
of moment in every part of the world are
the Italian super heroes when, however, yes
remove the mask the costume returns
to be boys like us
normal with their dreams theirs
ambitions their fears frustrations in
video and all that interesting
there is within the human soul and it is
what above all for a sport
like the one I deal with that
very difficult from a point of view
understanding of the rules helps
passionate about and stories
only that the problem is that before
of the advent of the social media era
I did not have a container where I could
tell them each day
stories there was only one part of the
story of the action scenes
so the sporting aspect but it was not there
a container and there was not a budget for
especially if we talk about media
traditional to contain these
stories and tell them to the general public
thanks to the social media era then
an enormous opportunity has opened up
I immediately say opportunity is the word
key to this speech and the word il
minimum common denominator of each slide
what an opportunity in this case in mine
professional sphere but opportunities that
today social media have brought in
our lives
setting up new social media models
media are tools I’m not here a
celebrating them can be used well
they can be used badly if used well
from my point of view in primis are
opportunities for opportunities
be connected and then talk about
meager opportunities those concerning
all being connected to the world
whole other than six degrees of
maximum separation in two steps
we get to whom we want
new audiences are born we think about them
under 20 those who maybe are in the
same room and do not speak looking at each other
in the eye but just chat or
wrong that it is a new language
new way of behaving and if you want
dialogue with this new audience e
have the opportunity to do it
Preside over these territories we have the
over 60 who at first fought
strenuously the advent of this new one
it was but they were absorbed in full and
they also converted because in one
society more and more global and perhaps
the only way to be part of the
lives of the children of the grandchildren who live
on the other side of Italy or the world
we have the Pope that latin twitter
we have the first president of color
of the united states that twice wins the
elections thanks to social media
coming straight to the heart of the people
so without filters imposed by media
traditional
we also have very fast processes
for example we think the word selphy la
word selphy exploded when when there is
been that selphy during the night of the
oscar of 2014 one of the most content
virals of the web
ellen degeneres as a conductor did that
selphy with the Hollywood stars well the
word selphy quickly in a few
days entered inside ours
vocabulary but not just the word ma
also the gesture of becoming a self then
behavioral emulation to all
effects
we live two parallel lives remembered in
matrix if you understand that I like the
cinema and red pill blue pill
morfeo suffered years I have the chance
to stay in the matrix or to go out
and see what real life was like
we do this every time every time
day several times a day is not one
choice without return just a log in e
a password we enter and go out a lot
we often do not talk about the moon that excludes
the other but one that completes the other e
very often to life online offers to
offline life of the opportunities a lot
interesting
Today we talk about the personal branding
people talk on the web or on social media
especially as if they were brands a
all the effects but what is a lot
interesting is that brands since
social networks exist as people
if you do, we wish you happy birthday
birthday
April fish sometimes do too
of the ugly figures the web is full of
epic games and the markets have become
conversation is no longer the big brand
that bombards the consumer with messages
passively he suffers them can not
replicate
now it’s all about conversation
and this is one of the most things
interesting one of the most processes
interesting and amplification
the opportunity to amplify each
message I not only imagine
just write a place like going up
a stage like this virtual of course
and talk to a public square made by ics
people but I like the amplification
an inherent concept that is that of the
mixer in every strategy especially if
we talk about marketing and communication
what do you raise the volume the points of
force decreases it to the points of
weakness in this socials trigger
a very powerful social process is
democracy
I do not want a democratic wind
inconvenience all the episodes in which
dictatorial regimes were
overturned but today each of us
potentially can say its own
it starts from the same point as the others
because potentially because the
democracy is only potential
if there is not another concept
fundamental that is to
meritocracy for meritocracy means
be aware that these
tools are not a waste of time
they are not used as use the
my diary that hold the bedside table but there
we relate to others and above all
the authoritativeness must be conquered
of your own voice
you have to update yourself you have to understand that
there are news that go every day
out at the speed of light you have to
use them with a solid strategy but
flexible to have goals well
clear where we want to go
what is my goal at the level
personal or business I want
reach on his social networks and then from
this point of view the meritocracy a
important concept that makes the
effective and non-potential democracy
because if not my voice a voice in between
millions of entries
returning to the sphere of which I am
so we say privileged observer
that is, sports , sports
Olympics today have a very big one
opportunities and I still want to talk ea
emphasize this concept that that
which then can also concern small ones
and medium-sized businesses with a budget
reduced access to a media think of the
historical moment that we live total
now no public contributions
especially to sport or even the
private resources the economic crisis
leads to individuals no longer be
patrons resources are not given away
nobody more invests without certainty
of a
of a return on investment and therefore
in this scenario, have containers
where to tell his stories his
sports so I do not speak only of the
fencing in my case but in general of
all the so-called minor sports has
wrong because Italy at the moment
he also lives a moment of cultural crisis
on this front there is football and then
sports other than football
closed brackets is a big one
opportunity
I will tell you what in my little way
we have been doing since 2008
we were one of the first federations
debut on social networks we have developed
a format a visual strategy
storytelling so we tell for
images that come immediately to the heart
of people with few words then of
accompanying the post we tell
then not only those that are the
the competitive aspect of the victories
successes but as said before the side
bruce wayne the stories backstage that
what today hooks the spectator
and that’s working
I’ll give you some examples of them
opportunities that have been turned into one
of the goals they were was to
renew the brand a perceived brand
as austere self-referential movement
too serious and this is one of the
opportunities that we have seized this
image you see children of 10 years
let’s talk about an Italian under championship
14
we have made these children a joke
horrible we put next to them
this giant then in real life
a former basketball player 2 m 17
height that we have made believe that
was a 10-year-old boy with gods
gigantism problems so you can
imagine how many viral contents are
come out of this candid room
as well as obviously having traumatized
these values are one of the levers
most important for an Olympic sport
for a sport like fencing is
the value aspect does not live only one
moment of economic crisis but also of
good value crisis this photograph
I let her get direct to the heart
it’s a very powerful spot for our sport
Italian championship under 14 children of
12 years final that is worth the title
tricolor one wins the other loses the
match ends with this beautiful
hug that
let ‘s say there’s everything inside there
friendship celsa to win the know
lose respect for the opponent
of the rules the respect of the referee the
respect of the public a whole series of
very powerful values that make this
photograph one of the most clicked of
those that we have proposed in terms
di di post as mentioned concerns the
fencing for the first time maybe not
he understands what happens on the platform though
immediately grasp three elements that are
part of the DNA of this sport is elegance
the spectacularity and dynamism
these are flying type fights
type matrix precisely and make this
kind of images means wanting
precisely as I said before raising the
volume to one of our strengths
it is lowering the volume to the point of
weakness of complex rules
so I give you a concrete demonstration
the backstage what happens after the
party before the spotlights will go out
it sounded the mameli anthem was not known
more than they did these guys
until a year later now
instead we can tell, for example
the party for the hotel
the evening after winning a title
world-wide a European title are gods
valid content that in our
platform work a lot and is a
way of inviting the community to be
share to share this joy this
moment and this then springs another
loyalty element and then the
possibility of launching ideas of
fencing promotion that make the
around the world in 24 hours this is
an idea I had in July 2014
and that I will tell you briefly is called
fencing mob fencing the word fencing
translated into English and mob from flash mob
I simply asked via a
precisely an event created on facebook I have
asked the fencing clubs around the
world of organizing everyone in the
own city a fencing flash mob
to celebrate the start of the season
2014 2015 competition all the same
day Sunday, September 7th
I have not given particular rules I do not have
I gave directions on the
music to the number of participants in the
absolute choreography freedom the only one
rule is to organize this
flash mob in front of a location
featuring the city in which you are
then in Rome the colosseum a
milan the cathedral times square in new york
so to speak and I created an email
dedicated where in real time I received
photos and videos by the
organizers and in real time i
opposite in the platform
this is the image of the flash mob of
milano, I immediately tell you the results of the
first edition 120 cities in the world
who participated in 25 countries
different
almost one million contacts in 24 hours
on the platform 8 thousand participants
I went down the street at no cost
of the operation a post launched on
facebook question how much should I have
pay if I wanted to reach that
number of contacts in the world maybe
even entrusting me with an agency a web
agency
closed brackets therefore the possibility
to connect with the world
seen the success of the first edition a
the second one was called for
second edition 6 September 2015
edition of the fancy mob someone was
skeptical
maybe
now i lack the initial enthusiasm i
numbers will decrease instead for no
luck I tell you these hong kong 181 le
city to the second edition with from 38
different countries
more than a million and a half contacts
on the platform in 24 hours and 12 thousand
participants minimum common denominator
the zero cost of the operation is between
the other a very high visibility on
traditional media have talked about one
all of them both in Italy and in others
foreign countries where they are organized
where they took place I’ll do some
example I show that we have had
the highest fencing flash mob of the
world on the dolomites has 3000 m in the
terrace pordoi
obviously it’s an unusual flash mob
because there is no one to look at but
these cute lunatics who have risen to
3000 meters to make this photo were
aware of the virality of the content
in fact it was one of the photos more
views of the first center edition
historical of budapest invaded from 450 from 450
fencers make budapest and the city
with the highest number of participants
then we had the fancy in mob with
three participants more south of the world
here we are in ushuaia in the land of
fire in Argentina where the world ends
and the most northerly in Iceland to reykjavik
I conclude by saying that all this
it would be a mere rhetorical philosophy
if the numbers were not the substance
to accompany those who come to see a
at most there are 23 fencing events
thousand people are numbers that I from one
point of view of the commercial appeal
I can not use what we have
created is a platform that gives me the
possibility of having 350 400 thousand
contacts a week with peaks of 3
millions and understand and ride
the wave of a new market of the
sponsorship that is no longer a logo
on a back too much on a race field but it is
the set of brand insertion in the
storytelling story as it happens
in movies
we have the placement products where i
pagan brands to be included in the
story of the film is what today the
sponsorship market requires
and how it has evolved in this I must say
with pride we were forerunners
I have concluded and I thank you
[Applause]
”
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