{"id":23505,"date":"2024-12-04T10:26:48","date_gmt":"2024-12-04T09:26:48","guid":{"rendered":"https:\/\/www.socialfootballsummit.com\/?p=23505"},"modified":"2024-12-04T10:50:15","modified_gmt":"2024-12-04T09:50:15","slug":"sfs24-the-business-of-emotions","status":"publish","type":"post","link":"https:\/\/www.socialfootballsummit.com\/it\/sfs24-the-business-of-emotions\/","title":{"rendered":"SFS24, the business of emotions"},"content":{"rendered":"\n<p>\u201c<em>La vittoria sul campo \u00e8 importante, ma non sufficiente. Il fulcro, infatti, \u00e8 il legame emotivo che quel momento suscita nel tifoso. A che pro? Sfruttare la vittoria portando nuovi ricavi al club, in termini di promozioni e sponsorship, volti a rafforzare la squadra<\/em>\u201d.\u00a0<\/p>\n\n\n\n<p>Con queste parole, <strong>Pier Donato Vercellone <\/strong>&#8211; Chief Communications Officer AC Milan &#8211;\u00a0 ha introdotto il panel \u201c<strong>Business of emotions<\/strong>\u201d in programma al <strong>SFS24<\/strong>.<\/p>\n\n\n\n<p>Assieme a<strong> Petra Loreggian<\/strong>, voce radiofonica delle linee RDS, sono stati ripercorsi i 125 anni di storia del Milan e le sottili sfumature &#8211; coerenti con il manifesto dell\u2019evento &#8211; che hanno interessato il club rossonero.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"SFS 24 - The business of emotions\" width=\"1100\" height=\"619\" src=\"https:\/\/www.youtube.com\/embed\/-UsO8AjvF0Q?start=496&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><strong>DATI ALLA MANO<\/strong><\/p>\n\n\n\n<p>Innanzitutto bisogna circoscrivere la football industry: il calcio \u00e8 lo sport pi\u00f9 seguito e diffuso al mondo, con 3.5 miliardi di appassionati, di cui 550 milioni tifano Milan. Inoltre, c\u2019\u00e8 l\u2019elemento economico; secondo un report della FIGC, il calcio italiano produce un impatto sul PIL pari a&nbsp; 11,3 miliardi di euro annui, con circa 130 mila unit\u00e0 lavorative impiegate.&nbsp;<\/p>\n\n\n\n<p><strong>STRATEGIA COMUNICATIVA<\/strong><\/p>\n\n\n\n<p>Il Milan da sempre cerca anche di sottolineare l\u2019importanza della comunicazione extra sportiva, attraverso collaborazioni mirate con il mondo della moda, del sociale e del lifestyle. Da 5 o 6 anni, il club si \u00e8 trasformato in una media company interessata a valorizzare i contenuti di campo o auto prodotti per costruire un legame emotivo con il tifoso.<\/p>\n\n\n\n<p>\u201c<em>Non siamo solo una team di calcio, ma anche un\u2019istituzione sociale e culturale, e crediamo che un asset futuro per l\u2019industria debba essere ricercato nell\u2019intersezione tra passioni e tendenze. Il Milan si occupa di sport, ma trasferisce valori ed emozioni ad altri ambiti per attirare appassionati e convertirli alla galassia calcistica<\/em>\u201d, ha detto Vercellone. <strong>Il club rossonero sfrutta gli studi televisivi interni a Casa Milan, e il content hub della media house, per pensare ad iniziative che producano engagement<\/strong>. Oltre all\u2019online, la fidelizzazione della community passa comunque anche attraverso la promozione di tour guidati o progetti simili.<\/p>\n\n\n\n<p><strong>CASE HISTORY E ANNIVERSARIO <\/strong><\/p>\n\n\n\n<p>Durante il panel sono state prese in esame due case history: \u201c<em>The unexpected goalkeeper\u201d<\/em> e \u201c<em>Her name in the game<\/em>\u201d. La prima \u00e8 stata pensata in occasione di Genoa-Milan dello scorso ottobre, quando l\u2019attaccante<strong> Olivier Giroud<\/strong> ha dovuto coprire i pali in seguito ad espulsione dell\u2019estremo difensore. Da un evento imprevedibile, dunque, \u00e8 nata un\u2019idea creativa che ha generato 70 milioni di views globali, 13 milioni di rate engagement e il 425% di vendita della maglia del calciatore.<\/p>\n\n\n\n<p>La seconda, invece, \u00e8 stata messa in campo in occasione della festa della mamma, l\u201911 maggio 2024. Il Milan ha voluto compiere un\u2019operazione di <em>awareness<\/em> attorno a una decisione della Corte Costituzionale di due anni fa, secondo cui i neonati possono prendere automaticamente i cognomi di entrambi i genitori. Per l\u2019occasione sono state fatte delle maglie &#8211; indossate dai rossoneri &#8211; con il cognome materno. Il risultato? 475 milioni di views globali, 150 milioni di reach con 0 media spending e 93% di sentiment positivo sui social.<\/p>\n\n\n\n<p>Il mantra, ha sottolineato Vercellone, \u00e8 sempre quello di <strong>pensare localmente per poi esportare globalmente, superando le barriere internazionali senza mai dimenticare le proprie radici<\/strong>.\u00a0<\/p>\n\n\n\n<p>La parte finale del panel ha poi riguardato le iniziative svolte in occasione dei<strong> 125 anni dalla nascita del club<\/strong>. Tra tutte: un libro pubblicato con la casa editrice Assouline e una mostra esposta nel centro di Milano. La luxury box e l\u2019inaugurazione hanno rappresentato un momento chiave per festeggiare il club, che ha riaffermato il proprio ruolo davanti all\u2019intera comunit\u00e0 meneghina e ai propri tifosi.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cLa vittoria sul campo \u00e8 importante, ma non sufficiente. Il fulcro, infatti, \u00e8 il legame emotivo che quel momento suscita nel tifoso. A che pro? Sfruttare la vittoria portando nuovi ricavi al club, in termini di promozioni e sponsorship, volti a rafforzare la squadra\u201d.\u00a0 Con queste parole, Pier Donato Vercellone &#8211; Chief Communications Officer AC Milan &#8211;\u00a0 ha introdotto il panel \u201cBusiness of emotions\u201d in programma al SFS24. Assieme a Petra Loreggian, voce radiofonica delle linee RDS, sono stati ripercorsi [&hellip;]<\/p>\n","protected":false},"author":20,"featured_media":23508,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[152,163],"tags":[263,191,188],"coauthors":[],"class_list":["post-23505","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-blog-2","tag-calcio-3","tag-milan","tag-sfs24-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>SFS24, the business of emotions - SFS<\/title>\n<meta name=\"description\" content=\"Al SFS24 si \u00e8 parlato di fidelizzazione della comunity e di come il Milan crei un legame emotivo con i propri tifosi\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.socialfootballsummit.com\/it\/sfs24-the-business-of-emotions\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SFS24, the business of emotions - 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