Hey, happy Monday!
You have probably noticed, from the Notes published in recent weeks, an increasing focus on product culture.
We’ll have a chance to explore all of this live on June 25 at Product Management Day(get your discount ticket here). In between talks, don’t forget to stop by our booth to talk about OKR. We will be together with Gtmhub and Atlassian and, I’m putting my hand on it, you won’t find a better opportunity in Italy to talk about these topics!
For those who invent and evolve products, communities are incredibly important. Not only can they form the first customer base, but they generate a wealth of data that can be made available to an entire ecosystem.
When teams begin to open their eyes and become “data aware,” all it takes is a few pieces of data obtained through a handful of surveys (api or scraping mechanisms) that are then organized into spreadsheets for valuable information.
But soon this limit is crossed. Creators, thanks to social networks, magnetize huge communities around specific problems that entrepreneurs want to solve in order to profit from them.
When you’re competing with the world (and it pains me to say, we all are), the amount of information to be organized and made available to teams requires the adoption of specific platforms capable of analyzing data at the speed that no team made only of humans can sustain.
For this I have invited Andrea Scotti Calderini himself, co-founder and CEO of Freeda Media & Platform to the upcoming STRTGY Meeting to be held on Monday, May 30 at 6:30 pm.
Find a way to free yourself!
Freeda has a community of more than 9 million people interacting with its Instagram, Facebook, TikTok, YouTube and LinkedIn channels in Italy, the UK and Spain, capable of generating 120 million interactions per year!
Andrea will allow us to look under the hood of the Freeda Platform, the data marketing platform for businesses to listen and communicate to Millennials and Gen Z.
The Freeda Platform extracts hundreds of datapoints from each individual post by breaking it down into simple, machine-understandable elements that then become capable of quickly identifying patterns of success. Creative teams can then accumulate know-how to use for the next creative and anticipate trends in the bud.
This is how successful campaigns that go viral are born.
This is well known by the brands that are already using the platform such as Goovi, KFC, Jeep, Golden Goose, Repower, Giorgio Armani, Prada, Beiersdorf, 1895 by Lavazza, and Lemonsoda (just to name a few) for which, in 2021 alone, Freeda has created 306 branded content campaigns on the three countries, totaling 660 pieces of content.
When teams lack data, for the entrepreneur (and managers), investing in creativity is like betting on horses! One hopes to get the right talent right! And if the campaign doesn’t work out, you blame the low budget.
It gets worse when you rely on outside agencies that, whatever they say, have incentives that are not aligned with those of the clients. And it always ends up that there are 3 proposals: one to win the award (which usually brings no sales but increases the agency’s cachet), the other to mediate, and the third is the 💩 that you hope no one will buy but legend has it that it always ends up that way!
Without data, creativity remains an expensive artistic exercise.
Andrea will show us how they at Freeda make sense of large volumes of information that are turned into insights to increase campaign performance.
You will have the opportunity, again, to learn from the best in the field, and to enter a call where you can raise your hand, turn on your microphone and webcam, and get your questions answered.
But there are only 100 seats. Registration is required but free. Don’t miss this opportunity. I’ll be waiting for you in the room.
ALWAYS MAKE PROGRESS
Antonio
