Sandro Marchetti, IAKI CEO, reviews the 2011 Facebook marketing activities for Corriere della Sera and describes 2012 objectives. From the launch of Sette Green to the project management of special editorials, it’s been a year of separate projects guided by a unifying social media marketing strategy.

How was the collaboration with RCS in 2011?

The work was elaborated and challenging: the client has tested us on a series of editorials very different from one another. We moved from the launch of the weekly magazine Sette Green, to the books series “The classics of philosophy.”

What’re the skills required to work on these projects?

First, we have shown a great ability to design, implement and wrap up projects, finding always different Facebook Marketing solutions. From application of verses tailored for the  poetry series, to the video tab dedicated to Milena Gabanelli’s investigations.

So it was a series of tactical solutions, wasn’t it?

On the contrary, this year it was important to demonstrate that we have a strong strategic vision of what the role of Corriere della Sera on Facebook is. We were able to ensure that each of these sub-projects enriched Corriere’s offer to their fans, creating opportunities for discussion, like in the tab “Free Ideas”, or allowing people to make their own predictions before the elections.

What’s the closing balance of this route?

We have shown that Corriere della Sera on Facebook has a multifaceted identity and is capable of involving audiences also very different from one another. This led us to devise a plan of Facebook Marketing for 2012, with a modular structure. This means many packages to face the need of more pressing tactics as well as of next year’s operational plan.