Social Media Marketing nel 2018 con Luca La Mesa

doing this webinar cycle for
slasher if the interesting thing second
me is bringing guests who know
really and therefore I do not tell you only
because you’re here but I’ll tell you too
when we see each other once in a while
you are one of the few people that in
Italy estimates why indeed 6 on the
piece you do a lot of activity
follow many events you have a past too
in companies on various and characteristics
according to me they make the competence then one
In short, therefore, this is a person
po the theme
just after this beautiful sviolinata a
this point I’m happy with this
mega brought me to mind then
start doing our things when in
direct once sky tg24
every friend who is called semprini cac is
then also went the rais but he was
very good as a conductor once
parts and parts without microphone and in many
you had this the valleys and e part ii
he did like a minute and a half so that
they talked nothing was heard
all there is one that speaks palano yes
would feel and eventually with great
nonchalance reeves and microphones not
speak
in my case nothing you did not hear me
for a lot of time but now I hope so
feel very good ok you hear I have to go
there is claudia klaus in the index now that
I feel I have to go ok then
set off a bomb works like this
webinar
I ask a few questions to luca and then
I collect a few questions from you and them
let’s turn around and try to respond to
many I insert when I see
some interesting content to say
first of all for 30 seconds the
photograph of what you’re doing in
this moment and where you’re out from
on what focused at the moment
this moment I deal with strategies
social media for medium to large customers
from the world of traditional marketing
because I worked in procter gamble e
unilever and eight years ago I realized that
social networks that would have changed in the world
of communication and then to this
feature I always like to understand
what will come next
so the real work is real turnover
I do social media but every day on
of some future singularity
university other subjects that we could
talk everything like social media
luca follows the communication often of
important big events then from
Olympics rio he went rio layer
the day before yesterday we had more changes in Korea
with the cones in 2016 it was rio and various
other events
these are definitely the biggest ones
just feet and organized activity
from the cones that allowed me to which one
color is truly a beautiful experience
yes and I have also seen international
of Italy if I’ve seen the mistake
photographed with the sea held
absolutely yes for three years
we collaborate on the socia part
of the interaction between Italy and Italy
that I must say from passionate
tennis is a project that if I do it
they told me years ago I would not have
believed that I would be able to
work on those tables for which on
really a job you do not like to hear
luca and we do a minimum to frame
precisely who you are what you do
and a question that one asks
immediately maybe he does not know you and
he says ok but how he did Luca a
start from scratch and get to follow i
social of important events olympics
events as we have been saying yours
trajectories how did you get there and that is
and maybe some advice you can
share with those who maybe do this
social media and wants to grow
absolutely no good question for
start an ice board
which I often do is to try to
start doing small projects
but passed on the ability to bring
concrete results and after will be i
customers to whom brought back has
began to speak well of you and the
phones evening blend then hours from
avoiding is trying to do everything
immediately
risking to burn that is a lot
often it happened to also be the year
last year I said no
I think we can say a call to
amazon because despite on social media me
I feel quite prepared, not me
I felt ready for that project
so I’m 34 and in recent years e
in the next what
I have always tried to leave
always a positive trail ie for
grow you must always avoid
I burn you, that is, I never have in the state
saying Luca who called you jeff e
telethon
no there is no excuse for less time and this event
and tac there attached to the phone
I would therefore like the world to find each other
he called me a mex colleague of
when I was in procter, he looked at Luca
we have a project in Italian, in short
very very nice it concerns one two three
four aspects 8 look I’m me
I feel practically strong and a project
wider in my opinion than mine
skills are not the right person
for you I recommend another agency
bigger and more structured then I have
always looked at the relationship with the
customer or say, however, brought to
they result from third parties and son
sure that then we will meet again from
a few years if I wanted to
to get involved immediately to make the step more
long and there is also saying that there is no
brilliant can not wait
maybe you do the wrong step for then
in the last eight years
the interesting thing is that if we divide
the eight years semesters
if every six months they had told
what would happen and six months
After I not have believed it
but it has always been a lot of growth
linear and so I have to say I arrived
until last week’s Olympics
because in these months we always have
tried to raise the bar a little bit
as a client has taught me avoiding
to do things that are outside of mine
ropes I believe a lot in specialization
work and what does not exist
allographer especially in the digital world
so to answer a question of
I do not remember who said savior
Cassano maybe there’s also what he does
exactly at this moment we can
say that your running your business
main social media then the
management of customers’ social networks we say
large, typically yes
medium and medium and large ones are large
more an eye to the future e
lincoln simulate university where I do not
I never remember if the Italian chapter or
Roman Romane Milanese I have a license for
the software of Rome then organize
free events on the territory of
guard terms single arts with the excuse
to tell what it is and then I am an investor
in acronym tv data so I put part
of capital that is served at the beginning
to organize activities and national
this is part of me in one
methodology that can be interesting
to tell
I started working in procter and
gamble is 22 years old, so i never do
first I tried to learn from the big ones
realities that are those that give you one
methodology is a little bit of course
at the beginning of squeezing, however, they give you one
form mentis that you call for the rest
of working life
but then already when I was in unilever like
assistant manager of dub
I tried to understand those that
They would be the future trend
realized that the social media were coming
average at the time facebook existed only in
English
it was very much different than the screenshots
and the time comes out with the cameron fan page
carat avatar with vertical banner were
very special and said to the big ones
one agency in churches my manager
if I could have a responsibility in
more than learning to do
in the brand manager assistant and this
more responsible for me was giving in
such large unilever agencies of
understand how to use social networks for
business and when these agencies e
They came back to us with those who were
they call the brief then the strategies
leaders that the big agencies were not
ready to do social media for a reason
according to me structural that is test a
trivialize a bit a concept though
You know how to make a website with the
same technology with the same
code language in a year you can
make 100 internet sites because the only one
limit is the time but the technology does not
it evolves so quickly not to be
more able to make a site I’m
trivializing one concept from the other
part of social
I was convinced that the rules changed
because they are constantly evolving
so if we go to see the news
of the last days facebook stands for
release a whole series of news that
if you do not have days and stay behind
so I understood
the agencies had a problem at the time
structural because they could not
stay constantly updated on
all the news then I am
fired and I decided to create one
small boutique but it actually sins
in which however he had a number
limited number of customers but I was committed to
have two hours a day free for
study all the world social notes
so the methodology was devoted two hours
a day to become better in the
But your work also means doing
two experiences of growth
staff that are not related to yours
business
because I’m sure each of us lives
inside a bubble and sometimes it’s difficult
go out and see the whole picture
with this approach two years ago in three
years ago by 2015
they took me the single university
that this very particular reality that
is located in the research center of the
NASA in America behind the financing
of the google nasa
basically they study the future
they have mapped the problems of humanity
therefore the problem of water food
health and safety and ti
help to understand how technologies
exponential artificial intelligence e
robotics will not be able to help us
solve these challenges so it does not have
nothing to do with the social world
but I absorbed many of these
concepts reported in Italy and me
I am committed to these years
spread clear for free between no
I just have to bring in Italy the
single brand and like brand but me
they are interested in bringing their themes to Italy
topics topics
I’m sorry if I interrupt you but we are
submerged questions I wanted immediately part
some because they are interesting number
one in clarification I’m not reading the
questions for luca also because I am
blind and therefore I do not see let’s say to
standa minimum distance but instead I’m
keeping an eye on your comments
your questions and so on general luca
bay tomorrow interesting at how many years
you are now 34 34 years old
how did you find your first customers
katia battles seems like a question
interesting but then they are actually
been very often positive
I remember that I understood that social media
they did not give the same return to all
customers in all markets
I understood that the world of sport the
world of fashion in the world of
celebrities would have been the markets
where it was easier from the return
simply because they are the markets where
there are the true fans and we publish
on the page of a football team a
interesting content are the same
fans who saw him free of the same
content I make it a bank that must
selling a mortgage by itself is not viral
so you first understand for more items
important then I went I remember ha
said but that was a motorcycle fair
in Milan and I remember that he went in the
stand and I did not try to convince
nobody
that is, I said then this is the future
I do not care about all my customers
they affect with 5 percent of the
customers who want to be innovators
so then the others will arrive in
this way or attracted those a little
more far-sighted than they have had to do
experiments also because I often succeeded
to generate also a se ding that ai
list or maybe not as a green idea
I have the overall average budget that
they are and are the money that is spent between
television and radio printed paper
choice said you look at peak shift
one thousand euro from a television and
let’s do a test if it works the year after
and we move another can then i
customers found them not looking for the
brand but looking for the manager had one
propensity for innovation
and yet today I say it today I say not
present thousands of companies represented
a thousand right people in super companies
however I make a junta I remember
of you at the first social media week
one of the social organs that two dates a
Milan I do not remember September
2010 September 2010 where you do not know if
you were already party or or or re-evaluating
leave a thing from air to July those
from september doctor to september stands
starting again, however, I remember and so for
give a useful feedback an advice
useful in addition to choosing the topic
right and so on and so on
the way you showed up at
people was a way how you did it
now very very professional very much
prepared
that how to say regardless of age
the moment he left with that guy
of approach is an approach where if you
marry with the right person who gives
trust at that point helps very often
the problem is that there is no competence
so he is talking to someone
after three seconds you understand that just
funds a little bit the finger is not there
preparation instead in your case one
what struck me was that ticino
then questions on the fly here is always on
this theme that can be useful
the first was to study no theme
another theme that we bring home
tonight and it’s okay to work but on the other
side continue to improve substances
continue to study topics to have
more skills as you did organize it
study and work at the same time
how much time he dedicates to the vicars of
quality the formula is just that
two hours in the sense that I am
dedicated slots to study that does not
it means that for two hours I disappear
I answer everyone but I try to understand
every day what is the right moment to
devote to me may be in the morning
soon it may be the evening may be that
I have a longer lunch break
the important thing is to know that I need it
at that time to feed me with
information to have incentives because
tomorrow I will surely know someone of
new that knows nothing less about
nothing about him and he will just tell me one
His little market and your needs
having studied two hours a day for eight
years this world will allow me to
immediately reply at least with two three
creative proposals born of third parties then
you need a little bit to go and feed for
keep we say ideas in ideas
movement
Ilaria schienato asks us asking you if
you have some books to read from
advise for a first approach I to
wide
if you have a book that is on time
particularly important
I take this for granted already
singular it is near by ray kurzweil that
is the founder of depends on if he is interested
social part by single arts
in the sense that the social part
in my opinion it is so quick and
an evolution that lippi is a bit a
contradiction because it is time that you shy away from them
they become old unless asked for more
shooting
to try to write something to me
I would not exclude that in the short not
but I will do it on social media is a super thing
basic or diversie time that the
written becomes 20 to certain on the theme on
theme of single arts is much easier
because just go to the singles website
arts see the names of teachers and
look at what they wrote this is
clean to have access to their contents
without having to go there to study and
the other day I was going over
exponential organization healthy exams miss
very very interesting mines on how
the companies of the future will change and then
surely plenty abundance of
peter diamantis who has me completely
allowed to change the approach to
peter diamandis technology and lo
remember we wrote bold I did a
video a bit of years ago and he is, however
the hicks price founder not of the prize
however, the description of how the mass
on and very inspirational john
coral
sorry luca I go so burst but
we send the most practical practical tips
possible young coral asks you how
Your day is structured
ok my by now in until noon and
then no I wake up I wake up early in the
sense that I’ve never had a coffee
in my life but as a cigarette millsap
and drugs
he has a body that just wakes up and
quite adrenaline just of
energy so I try to concentrate them
more complicated activities in the morning and
then it actually depends a lot on the 20
because for example I came back yesterday
from Korea and tomorrow I leave for one
another project in the world of basketball
so the day changes according to
based on circumstances and certainly as well
the methodology is all for a period
I started doing Thursday without
meeting certainly do not have a meeting like
Thursday in such a way that I that
day not or distractions smarco them
backlog of the week and prepare
quick and her and I started to block i
first three days of the month ie first three
days of the month can not meet me
because at least in those days I can
to see if anything has remained
close and prepare them sure so I’m
trying to understand how to make it more efficient
time more than the single day and then
among other 100 very nice video that
that of the two lists
when the many things to do do not
all of them have priority to write them down
and divide it into two lists on those that
really smarty and what sticks
remove them we say this continuous challenge
to remove to remove and to remove is
let’s say in my opinion is a challenge you have
when they start clearly having work
be full and time you have to start
say no I do not have it all the time
however, before connecting me is a mine
dear friend but written saying many
case never said no my project is
said sorry but unfortunately must
decide it to know what to do is an app
artistic I was a cue on this sky
almost interesting in the sense that you have
but you know me a little bit if I can
answer people, you are
the problem that the will to answer
everyone is not scalable
that is, there will always be a person who will
will ask for an advice then for example
today I made a post on linkedin for one
opportunities in the start up model and me
they have flooded with messages we see them there
let’s meet we’ll do it with me now
what I answer is as I want
be present with more people
possible
the only solution and methodological that is
I’m not lost with I do not
I ask you to commit yourself to send me a
email and summary in which you explain the
your theme because already so I find out that
eighty percent of the time they are not
I have the skills to help you then
already so I avoided doing one
glue in which it was not the solution
the second tip is if you want me
I meet you I always ask you
the courtesy to meet us at the events
we meet example 7 now I will launch
a super singular event
interesting, I do not always keep
at events an hour an hour and a half more
to meet everyone because if you a
chasing individual lunches single
hints is not a scalable facing the
sum of my advice that come from
much greater so than not trying
help individual people very clear
listen to me let’s go back a moment
to give advice to whom
maybe leave now we try to do
basic intermediate advanced basic chi
he leaves now and maybe wants to position himself
wants to find customers wants to start
maybe from new customers to expand
which was for you
the key when you were at the beginning for
start stopping your boutique ok
send events to look for customers
the right ones that were already innovative
talk to the right people but there is
It was something more that you did that
he allowed you to then start over again
more customers and I advice you can
give on this much I see it fagged and
it is on this question luca has become freeze
so now let’s see if it reconnects
here returned returned I hear the voice
but if you fry a photo in frizz
wonder from this is the screenshot
era
do this is wonderful to do me
see if I can get you back
otherwise let me see if I see you
always closed
if you want to try and get back to heal try
go out and come back let’s see if there
let’s make
let’s try then in the meantime I take advantage of it
the beauty of the live
the incredible thing that everyone does
these tests qua means of transportation there
and put us I do not know 35 minutes for
be able to connect no despite everyone
the two that smanetti the truth I love you so
I said it today not behind the scenes the
Video of what I do on facebook
there is a shitty scoop every time
that you never know you’re not
here you are, luca meanwhile you always do
see if I can get back inside
flight
I see another look, and here I see you
I see you I see you again there was live
luca scene
and incredible no matter how long it is there
is all the technology we want then
when he will direct you every two minutes
there is a mess, of course, clearly
so you will also wake up the events
I make events marries when there is
direct makes you the sign of the cross done
the direct with assange to the last iab
forum think again of Italy and exalted
the line dictated the line ie
wonderful is a mess he has directed
always or almost out now we try
so far it seems all right and I was
saying sorry I give you a practical advice
for when he left to acquire the first ones
customers to position you maybe just
6 shaved you have no credibility or it is not
still customers how do you manage that
part of what was useful for you then
only in the first instance competence
in the sense that the more we study the more we are
feel prepared and more try to
remain useful you can give a
ministers to warm up useful advice where
I want to arrive and I want to get to the
focus in the sense that I happened to the
first customer was the championship
world superbike
we have launched the software presence
we have neither superbike that was a nice one
reality and gave us a budget at the beginning
to test them and then the results
that we brought to the championship there
they let us know from
pirelli and pirelli already was a cut
clearer then we have launched
all over the world as we say second
big customer level motorcycle pirelli
global therefore the theme what is that if I
in the meantime while working with the
superbike I wanted to have others
five small customers maybe I would have
lost performance and I would not have entered
in the radar of the materials of turn therefore
the advice I give small games but
with great focus maybe already the
superbike always a big customer from
which to leave for which you also think of a
restaurant under the house at a gym
a university the advice I give and
study what you can do go to them
propose yourself also at a cost
initially low but obliging them to
make the average investment that is you have
need money to do
average experiments to become more
serious
so the concept is not to get paid
little but make sure you have gas
to bring results because the problem
of many little ones who are leaving is
they always tend to cut the budget into
advertising on facebook do not carry
return the customer thinks that the fault is
they are not of the means and therefore not then
then they climb the advice that I give is
look for these entities even small but that
are willing to make an investment of
a few hundred euros on average for
allow yourself to play a little with
with the tools to bring results
alessandro valentini says but for us
vintage fifties always seen there
space here I know I have to answer
from a different age nowadays Alessano
I’ll take you soon Belen because it’s that I have
46
absolutely yes in the sense there is space
regardless of age
inter alia seen luca a statistic but
I remember who I think came out
from the tour andreessen horowitz that the
average
the average age of founder silicon
valley make significant exits is 46
46 years 47 years such an age and I have
thought and there are almost no one
he often thinks they are alone
15 year olds
instead there is space clearly I did
more of an approach in my opinion than what it does
the difference
ilaria soul the moon teressante un
mistake I see often is that many
social media managers are born social
media manager this is not in my opinion
a positive thing
what does it mean that one is good with
facebook starts especially from facebook
becomes his profession
the advice I give is above all i
first years try to go somewhere
bigger reality some company that you
viii from the scheme mind challenge one
approach that gives a methodology why
after when you go out you will do freelancers
reason network with the same logic of
customer, for example, one of the first brands
that we launched was cornetto
algida a bit of dub and others
I remember that they speak with ibra e
fewer laps, I laughed and told him
I know exactly the emails that are in the
inbox because until yesterday I was
on your other side
it is always useful to go to experience
in those great realities also the
advice that I
I am interested in consulting that of
large numbers white-collar workers but gives you
an approach many mistakes that are made
on social networks these come
defined epic fail
I think they are not errors of the
tool but they are errors of
communication ie you take it in hand
the concept of
communication on social networks makes an error
that the medium makes a file more
big and then you love a little bit
before doing social media but a theme
important stairs that you have touched this
evening is that of learning
I continue to like to report that
you are inside slasher of a thousand
people inside slayers whenever
places something for me is always one
interesting and useful stimulus
in my opinion it is a fundamental aspect
have a nice dose of humility no in the
sense that none of us is Jesus child
nembo kid knows everything about him and so if
you can compare and exchange
experiences with people who have
this skills then makes you grow more
more quickly on this rodolfo recur
monacelli who asked you apart from the
greatness of customers st if you are then
specialized in a specific niche
I can not do just social media
extruded world or other things is excellent
question then it is basically i
most interesting customers I talk about
not even about sports because afterwards
cornetto ag from the other call
incredible will be that of Rome
football when i arrived
Americans speak but trigoria after the Rome
continues to work with different athletes
footballers and so on, so it’s more a
theme had to dedicate your hours that is
knowing that you have a few hours you read
dedicate to the launch of a store that does
boxes rather than bags or le
wagon wheels and what is a little more
your passion
I have chosen the road of the agency that
he does not want to climb, that is, I do not want to do
the slave agency of the turnover
because I see so many agencies that
they continue to grow and lose lucidity
cell and I see that they become what
narrow for the structural costs that
they have to take too many customers and therefore
a little stress the boys in the
agencies that lose that hour with the two
hours a day to stay up to date
the boutique when you make the boutique
obviously to the pros and cons the pro is that
what having decided to have a
limited number of customers I choose them
more in the environments I like
so sport definitely in the last ones
two years I have grown a lot in the world
of fashion
so I’m an advisor to the vice president
the communication of fendi that will be
in fact that on some strategies tg from
this year worked this year as
last year he worked with also with
Bulgarians and conversed on more projects
small and then actually I move in
also based on the interests I have for
example I made a window on the
Politics I do not like politics
I always say, however, for example in 2012
the team that worked with me called me
matteo renzi saying the phrase they say
we all have a very good team to do
digital we can not stay behind the
social help us on the social part
in that case I told him I am
quite prepared on the middle are not
expert in social media and politics
so the commitment to study who is more
good at me I studied the campaign
American and I made a series of
very much proposals in that direction later
renzi arrived, however, other politicians
then I said if I want in life
stay behind for example now during
elections I preferred year states from
no politician and maybe do one
project like the olympics and it makes me
even more pleased and then I can say
I have had a history of consulting
to politics, that is, there is no comparison between
sport and politics and level of
totally different satisfaction
another interesting question was of
alessandro ciabattoni who asked you
how do you measure back then you see a
usual company scene that we have tried
all in the hands of fantastic dc companies
then there is this project we make for
I call socializing and then maybe there
fendi tells you yes ok but I put 100k 20k a
million that is
what is my return as you measure it
come back then we put
very interesting because it concerns the
metrics metrics
social media is definitely one of the
channels that gives you access to a more number
high in meters than in others
average so very often when
answer this question
I talk about opportunity cost, that is, if you
I had not spent 100 thousand euros on those
I’m on this channel like I did
spent spent spent doing television and
printed paper or signage such as
meters you have to put in
correlation television with the
people who have entered the point
sale for which surely socials
they are becoming the channel that gives you
access to more and more numbers
deepened in numbers one needs to be
able to read them and stay behind them
platforms to make sure that the
metrics are always reliable I do not
I have no link we say agreed with
the platforms are therefore the first to
say that last year facebook for the
10th consecutive time was wrong
just the calculation of the metrics e
so luckily a has been created
board inside which there is also nestlé
unilever and mills that control these
great players so that the goals that are
entrust then I go to customers
first of all the first part of
education is necessary to explain well
customers what they have to watch because a
polite customer is an easier customer
to be managed is a customer can and must not
answer always repeat the same
things and then I’ll talk about the numbers are
the first to say look at that if this
strategy did not bring numbers reasons
as a businessman I say them as if
the money was mine if it is not
working we go back to making flyers
we have to do the sms not
necessarily affection perfected
let’s say the marco shift technology
d’onofrio asks you this interesting
what technique and uses to make a pic of
any kind to a customer I explain
because it was not said the works
let’s imagine that luca goes or comes
called by nestlé or protruded in gamble
coke anyone who is at that point
presents and must make a proposal maybe
they give him some directions and he must
present what it can be
project an idea of what some
advice on how to do this pc this
presentation in the most convincing way
possible that brings you to the best
results
but then I must be my being
synthetic having studied very well it is
in front of it then there are two types of
pitch what you have with the
small window to introduce you and
what instead already concerns the
deprijck the project if it is the window
baby to introduce you, you must always
know that you have me in front of me
just check the clean contacts
you have contact in common with
one person the companies after he worked
first let you touch those themes
for which you know that he is
i was more sensitive to me
last days on a case that you
I mentioned among other things the other day of
a delicate case that I have at my fingertips
I contacted a person I knew that
we had a person in common and the
conversation has gone from cold
informal has yes ok we have a contact
so close you have mine
so pay attention if it’s a pitch phase
cognitive time dedicated to
understand the interlocutor the company but
especially the interlocutor if it is instead
a phase of the brick so I already have you
said what I want to do as a company that
I have already said what are mine
time windows
the second thing is to show
completeness there is less time and elevated
more points of dates and more you will make beautiful
figure practical cases given the numbers
in short, all that can be
helpful
there was someone lost to me we are
moreover 3 almost 1,700 connected people
I see that I have been healed but no, no
I was really still in listening to the I’m
looking at the direct phone and me
I looked like frizzy deputies are right
still as well as the seventh horca statue
myseria what he was asking for was one thing
Interesting
when you say boutiques and what is the
size of a boutique that manages
social media for a company that in
how many people we talk about what we speak
internal external collaborator in short
ceo then look we are a dozen
of people so I do not think we are
a reality comparable to other second
me the real matches are doing them
big companies with with hundreds of
employees maybe in different countries and me
I’m trying above all to create a
happy orchard where the only driver does not
it’s the turnover that interests me a lot
let’s say the results it brings during
the year and also the liquidity that me
allows you to make investments in others
reality much more scalable however when
I talk about ortigia happy bridge vi
I can tell an anecdote
interesting my luck is mine
employees that is my employees
so I did a three agencies chart
years ago and continues to be a chart
very interesting where on an axis I have
put customers on the basis of turnover and
on the other axis I put an applicator
that’s how those customers break
caught by my fear then I go in
utimi I say look how much it weighs pirelli
how heavy it weighs as it weighs superbike
Rome is the first axis on the turnover lo
I did it
and then I tell them but you make me understand
how many phone calls to receive any customer
and will adjust my stuff though regularly
I do not renew the contracts of the clients that
with the same turnover it was a bit more
the boxes because I still need to
nurture the seriousness of my team of
free up time of my team that every
seed you can resell it a 20 per
one hundred more to a higher pressing then
scalability is getting it because
I’m working on more and more projects
interesting then work today with the
olympics is different than one
fashion store I worked with
maybe up to five years ago
clear the interesting thing that rosary
bauleo says boutiques but you talk about brands
huge and this in my opinion is a great one
confusion that they have many
professionals and many companies
the fact that a reality of small
dimensions can work only with
small customers instead of me
what I see today more and more
and that you have small realities
dimensions that make crazy projects
or platforms
I see here bought from brand workshops
bat sumo is present bazoum la
platform and people think there were
behind understood 200 people
belin was the hut’s three heart
he never even met them
two found that is therefore unbelievable today
as you can do to crazy projects
with a few people and then maybe yours
case there is a boutique are ten
people, however, if maybe it’s a project
gigantic then it will involve freelancers
partner specialists it is
widens you based on the image project
jones this exposes to it’s not all roses
and flowers and it’s not easy to make a boutique
with international customers
what is needed in the veils is the true
budget is not but in the local customer ie
both lived to launch pirelli in Italy
I would have had a much slower growth
respect that tirelli global motion now
because client has entrusted us with that
launch because he knew our team
also strong linguistic skills that
another theme that is very expensive then not
I think I was lucky
to work with tables already
presenting myself however with the opportunity from
Rome or from Italy to work on more
markets and therefore even if you have only one
big customer maybe runs it in 10
markets is as if I had 10 budgets and from
to draw from
so the advice I give for those who want
then climb upside down customers but
strive to apply methodologies on
of you to learn languages ​​what I want
say you want to watch a movie on netflix
challenging to looking in English
you will be tired in the evening you will not go but
over time this thing will repay clear
then there was this question that
wait for the recovery silvia that said
facebook down e
what do you think of it in real life?
brackets true right to understand us here
which I was already installed already tested
so I will not leave, I’ll give it to you
my first feedback on true I already have it
lived st each other as much as the social that
but with respect to your data and so on
etc
with him, however, I had met at
web a few years ago hot and luca del
market now as it is called that it had
launched this social platform
starting from the idea that enough is not there
may our privacy and more data
business model does not fit all
right things for another no and then the idea
there is not one of my profilino or if
you want to add me the idea is to
create an alternative platform
the real problem of these events and that the
scale that now at Facebook two billion
of people not the other platforms
and really what warren buffett
defines a mood no is a huge moat
compared to the competition for which
getting in there is not easy at all
and the data we say the amount of
investment of resources you need
huge and then there is also this network
effect where if we are all connected
we’re all on facebook before that
we pass the other side is a mess
I am therefore this is mine
personal opinion
said this facebook and in the field this
it is clear I circus migrated on
instagram from the beginning of the year and that
evident to all, in short
But your Pine de Luca is then it is
true it’s interesting that he had a
peak now recently while from a
some time that is that marked and behind
it would have strong pushing capacity
cheap because they are founder
particularly wealthy if you do one
quick search is definitely the barrier
at the entrance you said, I believe it very much
even if I’m a bit scared of the
ability of the media to create cases of
success if every time I read about
newspapers
maybe it’s a new game that has become
viral always give the impression that it
they are making veering with that with
that article ok so you have to understand
two phases a first phase which is that
some people sign up for
study it and the second phase in which the
people have really disconnected and
let’s say the moorings towards the social back
to move back into the scope of the
two experiences a year of growth
staff that I mentioned in 2016
I have been selected for one
project at harvard and there one of the
our teachers was one of the founder
of the google hicks team and the part of
google dealing with employment and
he talked about google plus
he did the most gifted fast part
in this way everything is ready on the
self driving cars has suffered on the
google glasses and anything else and i
I said feel but google plus what an end
did
he confirmed to me that the team was
been dissolved and been stuck on him
other things the perception I had
in why google plus did not work
among the various is that in the moment in which I
I’m in facebook I already have all the
networks of my friends I already have all the
pages that interest me I am
willing to move on the new social ma
I’m willing to do it only after that
have moved all my friends because
otherwise I have to start adding
there is the really bad thing today is the
time
so when I have five minutes free
they want to go to a single place where
I have time I receive all the updates
if I go to a place a new place that
I want to go to the last empty
medmar the years the barrier you were saying
I think it’s a bit of these that there is
and then I agree with you people
In fact, it is not the law of news broadcasts
I remember those who rightly pointed out
daigoro mazzoleni who says facebook is in
drop but the direct in the same cell on
Facebook
people never manage to get off from
what I notice the news every day
of the media that here is amazon collapse
I do not know cro of facebook but then if
go into the merits of the collapse is 5 per
one hundred of the American users on the target
there are no ridiculous numbers and when I do
I say I moved on instagram la
People do not understand think that I closed
all are beyond there does not mean you have
you have dedicated are dedicating
more resources to a social network but it’s not that
abandon the rest when he says youtube is
dead does not mean it does not exist
means that if you start from scratch not
you’re nobody’s not budgets has no resources
leaving there is a big mess but the
platform works great so it is
always difficult to say how
right considerations on this subject a
number can be interesting because the
title is that for the first time facebook
has the number falling is that as users
we are active every day in america
gone from 185 million to 184 only that a
global level we have grown by 32
millions active per day for which it is a bit
the theme that in the newspaper that must
be able to make news then when you
reason the entrepreneur de vito for
put the money
It is obvious that you diversify by going to
see if it will then explode instagram
take out music, etc. but before
abandon a land where perhaps in the
your case of 6 created millions with the web one
he thinks he thinks about it a little while he is
absolutely so
I proceed I proceed I proceed books
here are suggestions of books I see scattered
we are 1600 and therefore a casino to star
behind all the comments however the
circle to peck those more maybe
interesting that we do not have yet
treated the theme of Italy eco often
if I have a guest or if I speak
of the classic Italy
automatically answer the buy ascom every
kind of that part without even thinking about it
But in Italy it is but in Italy it is
the bureaucracy is difficult but in Italy
the taxes all obvious is there I have
lived 40 years in Italy is not that not
I’ve never been there
but it seems to me that the other born there
be this contrast with one
tide of people that I know so
tech you are one of these instead
a lot of projects initiatives maybe
despite Italy but equally yes
move what is your vision in this
so moment of the country for a
entrepreneur then surely I am
succeeded in my little one was born but
can you too or in England
it would be great news these new ones
cries effects is that who after no tonight
no, so I think it’s a mix in the sense
it’s a mix of the reality you’ve created
on the territory so if I moved
tomorrow in brighton will have to start over from
zero to make me known to the agency
on the other hand I suffer like all the others
other Italians the complexity of the
bureaucracy that is today I had to send
a pd is the region of Lazio the pdf
he did not load it because it was more than
four mega and so it was a scan
five megs and then I’m crazy
to find software to go to
compress a piece
those are the things you say but why
but on the other side I tell you how much it is
better my life staying in Italy
for example, the day before yesterday in Seoul
it gave me an idea of ​​the really of the
the vastness of the world, that is, we do not succeed
open the entire buildings of people
that go around and do not even use
facebook use cocoa and many others
software so I think we have to
to succeed in funds from the complexity
of Italy with the added value that a
to carve out our own niche, I have
even of the parents I care about
to be very close that we are four
children one went to America now in the
56 years ago so he made a choice of
maybe losing a part of the market
international but live these years
excellent in Italy with an advantage that
but we all have the advantage
of Italy is that they are a little bit
back
it’s like we have part of the car
of time, that is, if we are good at
map the trends of other countries
we can understand which of these
talent will come to Italy
Italian and that of adapting these
trend and to the market that what I say
I often study it, I do not study it
I do in Italy the two hours a day of
I tend to study with con
the look on the other side no
so I try to understand is a case that you
I told Marco that what they could
one of my turning points is the case of the
volleyball that launched me in the world
cell tv was born right from the studio
American market therefore is in Italy
but look at others take how many cases
We know about guys who did
even successful start ups simply
going together with American start-ups
before it came from and groupon with
sites of the gruppone born in america in
Germany did filata minedi
collected 8 I find myself a measure for
80 million summer of us to do if
they made me a non-rocket industry
internet head and at the beginning was based
all about coloring clearly
listen to me wolves can not be useful
trying to understand them had time was
however there was va val a arjen is called
here is the variant with background always the
[Music]
character who works in google that
what he gave birth we said the
economic model behind adwords that a
this sentence very beautiful that if you want
predict the future look you have to look at
what they buy the rich that seems
a phrase a bit classy but if you stop
a moment to think instead and reason
on this subject, you must see who is more
ahead from the economic point of view on
where he is moving he has made some
checks already more advanced than
some topics therefore always
interesting not to see for everyone we will have
the lamborghini in a little jokes
but it is always interesting to me the
trend of what then happens then then
I’ll take some more questions
interesting other questions I’ve seen
to repeat themselves are on differentiation
ie as a boutique tucana that manages the
social media for customers regardless
from the greatness where you find your key
differentiation because I come from
Luke put in place of going to a
other what we say yours is yours
positioning strategy
absolutely have then in my opinion you
the customers are of two types now those
that anyway somehow they adore you
cats follow and then do not have with you and
those for which you are a service ie
you are able to do that thing but
as
voters if they return to the world of
service the only lever here will be the price
ok if you’re more or less this if the others
if you can make a little bit out
that spark in which that
person estimates you then you will see what it will be
everything is much easier to estimate
by the people
you must have a super positioning
clear for example if you think about me you have to
thinking of something is so you do not have to
think of seo you do not have to think about maybe
ping pong and you do not have to think about things
completely different to rethink ok of
or a problem I have to understand how to do one
step forward my social media in mind
luca 15 I’m always looking for more
work on this placement and the
part of me interesting is to understand
then how do you jump in
quality, that is, one thing in mind
with bed before the questions and right
ok I started I studied I look
america customer admires me the
customer that you love me from is always
restaurant under the house as I do then to
make the jump if I can do it myself
This assists perhaps also told
what allows almost time and
what happened to me was one
strong will to do experiments in
continuous manner regardless of
britti of the customers so very often
a phrase that repeats that you never have to
limit yourself to simply executing i
briefs you are not paid to do
the executor of the brief
I’m serene service but you have to give
always something more then many of mine
customers are happy there is a customer
we are in mid-February at the end let’s say
beginning of March that thinks us first world
that first march there is a customer who
wait for my contract
average size of 2018
I did not send it to him because I did not have it
time being at the Olympics but he is
happy because every day in sight
they stand up so he knows that for me it is
most precious class s love you formed there that
do not get lost awards with the
half an hour to send the contract ho
well done here those customers a little bit
in knowing that you are his show on
world because when you come back from that
further idea, returning to the concept of
leap what I
happened
I was watching in the American market
the theme of the actors and the world of gods
actors I had discovered in 2012 that
ashton kutcher the former the walls said one
sentence the actors with the same skill
they will be taken for the following they have
on social networks because if you are 7 million
follower take a picture even of the
script and then showing script
make it clear that a movie is about to come out
samp and own movie I took this
history in america
I tried to bring in Italy I have
said because nobody in Italy has done
become the media athletes
ok then the communication channels e
so at the time he works for example with a
small customer who was the federation
Italian volleyball or that we had
launched to really did not have big
budget between a customer and people
the right ones that listened in we had the
world volleyball in Italy
that year, Milan and I said I can
talk to the captain of the national team
it was small talk about guilt from geese
the agency that ran to give him
look I had an idea I want
launch a campaign with the little ones
because she is social, but she is not actually there
uses it in a really advanced way for
make it short we have experienced this
idea was not a brief less intuition
more cautious, this campaign became the
most viral campaign of all twitter
Italy October 2014 with numbers 4 5
times higher than in the world of
soccer or monthly tri condidati of
blogmeter now hovering or what was the
campaign the campaign will have to be
supported in Italy and I invented
a campaign that could be performed by
so everyone is a tweet of the little ones
that says if you want to support Italy
posted a photo with something
light blue
who is not an Italian shirt
it was football what you want
that we have created easy action but
especially set it by doing so
that already from the first tweet had some
another testimonial that ga raised
so I asked the tav
give me access to some other athlete
tania cagnotto la schiavone e fognini o
here who for them so we just have it
launched we already have a minimum of
followed then the thing became viral
this for me was a turning point
why such a big campaign in
Italy
volleyball will never be seen finish
for three consecutive days on
sports magazine in other newspapers
the cones in particular the head of
Cabinet of the cones realizes the
our existence calls us asking us but
you who you are
what you do and from the beginning to
allow us to do project tests
smaller then the tennis inter
end comes from the Olympics arrives to whom
therefore it does not change what I tell
it is often that if I had not experienced
with the little ones I would never have arrived
at the Olympics if I had to say one last
sentence on this case is also the part
difficult ie the campaign with the
piccinini went very well
he was called with blue and also
the auction that is very explanatory but in
reality what I often do not say that
born of a failure because during
world in brazil soccer with
Italy proposi to ciro immobile through
the gea of ​​making an identical campaign yes
called with the blues published one
photos with the Italian shirt
it was a disastrous flop because at the time me
I thought it was enough to tweet from one
national forward who launched
the viral reality Italy lost almost
all the matches did not exceed the group in
brazil ciro immobile did not answer anymore
on the phone even more to his brother and
At the Amoretti campaign I came to that
case I understood that I had structures at the
different way then was the test
you understand ship of honor goes on this there
I kept dedicating a couple minutes to it
closed simply to make people understand then
how is it that knows how to level up
then move from the single federation
maybe international and then
to the foot only through the test
however, seen on the theme of celebrity
that I had great personality a bit
my return but because they can not do it
feel good I saw that for example
will smith as an actor has left now
on his youtube channel he’s going
very strong for which it is incredible there is not
of rock the rocks and if he is campaigning
for a film from a crazy sequel and
so with parity
he is another clear actor
most important social platform does the
difference and which path of study you have
done asks sabri santuri
okay starting from far and high school
scientific
then I did economy and trade e
in the specialist three years plus two
I was the first year of the reform e
then in the specialist or done mark
lipdo I remember very well a sentence
that my father told me and told me to
time he thought that the university of
four years because then you become more
two and told me at the age of four for
take example says praise but
the important thing is that in the meantime, see of
do something in the meantime in the sense of him
took the 110 and praise in
economy but he told me you ‘ll never come
valued for those 110 and praise will come
evaluated for things done in parallel by
here the theme I think has been a lot
lucky because I did something in it
more than others
in the years when it is easy not to do
nothing ie silvia high school time me
I remembered I remember you had some
passions I was fond of good I played
good at tennis and at and other small ones
passions and I was committed to bringing one
higher level then maybe at the time
there was not the iphone there was no google map
I was going to do the little tennis tones
with the scooter and the tuttocittà for
understand how it comes in the section of
Rome in the meantime I saw mine
high school classmates who were all over the
afternoon at the bar with beer cigarettes
so what I tell myself often is also
I saw a lot of people at university
in Rome they were at the bar
of the university to play cards then
what I say very often is that the
people did not clear the goal
the goal is never a 110 and praise but
it’s what he did in parallel and if
I had not committed myself trivially
a last example if it were me
committed to studying English very well
and before the age of 18
I think I would not even get in
procter because maybe in procter is
liked the approach a bit
international with very clear languages
very clear again 5 minutes again and then
we close remember all there is a link in
slasher description if you want to apply
to enter until March 9th there is the
possibility to re-enter this community
where do you find it but you who are found
a thousand other people and if not me
see us first claudio gala
myths says a little nasty you were from
admit it was in pole bucket king
so in reality no, no, take arms
I dared not go very well
at maturity, however, he was not a nerd
sense that my friends were much more
related to the study but to sport then
I consider myself a bricklayer more than mine
Andrea’s brother in my opinion was more a
talent that read understood and reasoned
the bricklayer, that is, the one that is the most
cabbage I ‘m not there I’m shooting on
sleeves and must get there
and this thing I took with me the
much and is very related to sport
chiarello sportcombi you could 10 5
all similar quotes you’re good at
make the final basket because the facts
few times he gave that kick a mine
sometimes not so I was the bricklayer
that we do not of that determined
ivan balestrazzi to a beautiful theme what
do you think about the advent of sports?
however few know it or invested in it
a sports tournament couple of months
It’s about to talk to us are many easy things
I do not communicate, however, is a theme for example
that I’m monitoring what you think
yes I’m monitoring it too and between
the other always in the two experiences
the year of growth I went a month
two months ago now in las vegas salsi yes
to go see some innovations
and I saw the part of the sports then
I saw the American celebrities that yes
they were challenging street fighter week
last in korea I met the
sample the European champion cuts of
fifa and paolucci is very cool I spoke
with his manager and his manager he has me
precisely explained the technical complexity
to do some things and even as you do
scale told us I do not play more aina
Fool with others I play only with the
lists of the best players me
register the matches and I look at the oils
that I try the combinations of
keys so it’s really a job but a
incredible work for which the parts
answers then on one side me
it fascinates and positively frightens me
the huge volumes behind it are there
in asia I’m seeing volumes
unbelievable themselves also in america
fair las vegas I saw a lot
of the stands that came from the world
Asian is the real mind there is a big one
market in Italy I signal that they are
to move a lot of realities
interesting to report that
Christmas reaction when he did a
ad I recommend you search in
network because it is also moving on
those lands for which I am interested in the
healthy to keep an eye on
white adriana index will be possible
see gestation, this is right
on my page both on slash bootcamp
which is a free group that you find on
facebook carmen meat says i’m in
slasher knows and I have to say the value
added heaven advice let’s go there
marchetta di carmen thank you that they had
red did not have to thank you
umberto queti says when you say study
with a look abroad where you find them
info we want to give some source say
information where it keeps you updated
I would give you maybe a couple of a couple if
I want you to have a laugh that is
180,000 274 months inbound because that
if they are the sum of the newsletter at
what are they are subscriber for which in
reality, the real practice is like
optimize the time then in reality
now I buy and access to miss database
sheet the press releases more
interesting full businessinsider
information there are many moc
courses you have that fill you with stimuli
and I love the contamination
it is the pure one, that is, I give an example that
maybe it’s not a source hands can help
it is very often my students say there is
never happened on facebook to see for
the same three times in a row
content
you make the tv movie refresh appears from
same news for the third time
I say if he appears there for the third time
to content sex it means that it is
finished
the marginal utility of your time on
facebook so you are browsing
facebook because you are bored
exit from facebook and go to a source
that now I tell you that if it is not unbelievable
that ted
so I say to my students for 5 minutes
more time they hang out on facebook
look at a third to almost a short touch
of five of 8 minutes does not teach you to
become better at your job but you
it helps to make an argument
completely different
then maybe you show up on business
satire one thing of another world that loves
with the clearest way
from a couple for those interested in the topics
techfab the recod recod ee a lot are
very professional I like them very much
the kind of analysis that make tickers
launch that of calacanis for a fee
every day they send to the newsletters always
tech t themes of pleasure that some
YouTube channels are very children of
in-depth analysis had to say only
one that I saw yesterday is a madman furious
have already mentioned in a video of me if it is
you know it’s called mike boyd and it’s one that
we resume video where periodically
he says now I want to learn how to do
this the video christ yesterday says me
I try to learn how to break a
glass beaker with the voice that
he said impossible and instead he puts himself there
and documents his studies at the
technique and in the end you see it breaking
I do not know, I want to make the somersault
backwards starts from zero in things that
can not do and see all the way and
I find it very interesting because
clearly pass from all errors
etc. etc. on the fort
ten minutes of crush you also mark it
statesman who has a lot of statistical data
absolutely then, in short, it always depends
from the sectors, however, the incredible thing is
Today you that if you install or use feedly
to say fdl y is an aggregator rss e
then you choose your sources
he says I like it and I know vinod khosla
or I like it
renzo piano speaker of the next otello
I saw yesterday it is clear that then you decide
what are your sources based on yours?
sources
and it comes to the right news I’m going
well I would say that we can stop here
we take the last question on the fly you are
ready and then cdc in 20 seconds yours
future projects shows last question
last question the last question what did it
think no I would try to give maybe
[Music]
maybe a practical advice we have
let’s say we talked about your achievements
ok
certainly good compliments in short
luca you know that there is esteem and results
note, however, give a reason and a question
that is when things are going to you
of bad luck or there is just something that does not
works for a client maybe hoc
slow big circuses for his client
what is the mechanism you are trying to use
to get out of that impasse because
this then does not fear us important
we talk about technical tools so then
maybe one has a mentality instead
wrong decides to make decisions
wrong and the whole castle collapses
there is an advice you can give on this
some tour tool a way of
I think I can tell you that it’s useful for you
on the fly some hard times like
I passed it
first of all, the moment is difficult
being an entrepreneur is that you do not have
plus a garment and no longer having a garment is
a great fortune but it is also one
clear loss of a person that you
can you say yes no good continues then me
I remember that when I left, he owes me
to do the small agency did not have a
economic turnover target
so I saw that I was taking the first ones
customers and they were good though I saw that
I even had contacts with others
reality that they were starting to sign
of contracts with other agencies i
I remember that indirectly I knew max
pieces for which so for friends of the
sea ​​and I read max pezzali signs the agreement
with a famous agency I say cabbage then
I’m doing well or I’m not doing
enough this insecurity does not me
it made me feel comfortable maybe
tomorrow what creates will vanish into thin air
and so I did two things first
I started to give myself some gods
target
I want to get here at least this year
I knew that if it had not arrived
I had to worry about having done
enough
the second aspect was not having a
boss who takes you back I asked to
some people very dear to me
I therefore asked for an example
augusto coppola by luisella psi to others
people
see how I behave on the net you are
you can be my ears on the
territory anything negative
please feel or see tell me
because the dearest friend is the one you
leave it uncomfortable and at the beginning I remember
august
it’s called 2d minute it’s done one
presentation in louis ii but it is fine though
you got lost then in that linen appearance and
I told him the hell I thought he had it
done well then I reasoned and then
I managed to get over a little bit
some negative aspects asking for
people around me you have to give me the part
I work on it every year so I wonder
for example my year as if it were
finished logic plus march made all na
tug between las vegas and the olympics for
me the year closes here and no today
afternoon I wondered how much this year
he had learned from the year before
and this is the question that I often ask myself
friends you grew up this year yes
grew up in what they grew up in
turnover in knowledge of the network that
even an asset no then these are
some of having on the loss part of the
customers tell you that at the beginning there
I was bad for example I lost
unilever you because you say the hell
disney customer I will tell you an anecdote
mineo never at the beginning is a customer
important what happened and what
I lost it because we launched
algida croissant won the prize of
best Italian fan page the category
of product we launch tav
fantastic then passes a policy
international unilever that they could
work only with international agencies
so a minus and the brand manager
Italian goes to Rotterdam to say in Italy
we have a small boutique that though
it costs half of the great for both form
the year watching touches the good there
it’s interesting I lived it like
personal injustice and it is not easy
to be overcome because perhaps you have never taken
me high brand then with time when but
rivals mather apologize for a problem
budget I can not continue slipping
because now I know those hours that I have
they liberate them by living them better or else
flower for me to study however is a
path and there is no formula you must
learn what they have to make you
slip things off very clear
luca hear we stop here I thank you
all the people who have had it
patience to stay connected
1600 we stayed at its 1,300 people
I must say historical very well and luca in
good luck for everything
we’ll go back to the next one and we’ll be there
see online on the facebook page
everybody hello greetings to all