What was your journey until taking on this role in the company?
I graduated in Accounting with a focus on IT and immediately entered the world of work as a freelancer. I then enrolled at University, still continuing to work: at the beginning I mainly dealt with web design. After some time I started creating content before the social media boom, so I already had some experience. I collaborated with GoPro for the creation of sports content: an example is the work for a team of the Italian Rally Championship for which I filmed the tests with action cam. Within a few hours after the car returned to parc fermé, I published the onboard video on YouTube with even a minimum of editing. Then I started working on strategies applied to e-commerce, newsletters and Facebook ads. I had various experiences in the IT sector, working first for a technological startup, then for an electronic production company where I followed e-commerce and communication. I then moved to a software house in Trieste to build and manage the integrated communication strategy which was aimed at two completely different targets. Here I focused a lot on YouTube: we created infomarketing videos for every need of the market, focused on specific user needs. Now in Ambient7 I have gone back to the origins a bit, working on all-round marketing and communication: I manage and create the contents, I take care of events and offline and online communication.
What do you think about social media in the B2B market segment?
In my opinion, very few people carry out coordinated and, above all, targeted communication for each channel. I believe that in B2B it makes sense to create both personal branding and brand awareness: it is a complex sector with dynamics on multiple levels. We also need to understand which platforms are consistent with the brand and be constant in publishing content.
Which social network is more in line with your business model and which is less?
LinkedIn is certainly the social network most in line with Ambient7, also thanks to the personal networks and the importance they hold within the platform. The furthest channel at the moment is TikTok as our target audience is not there and I believe our content could be perceived as unimportant.
The data shows that having a low number of followers damages the brand image, what do you think?
I don't agree with this perception: I have a more direct approach, almost totally data driven. I prefer to have concrete results, such as interactions and actions that convert, rather than a large fan base that may not be interested in our content. It's a bit of a vanity metric which, yes, pleases but which takes its time.
How important are online reviews, are they important?
My basic philosophy is to always respond: it would be as if a person came to knock on the Ambient7 office, asked a question and received no answer. I always try to interact and show that the company is present on a communicative level, not just on social media. Reviews, in our specific case, are not so fundamental but they constitute a good point from which to start to improve and create a relationship with the public. Personally, however, I often read them both when I travel and when I am looking for a simple restaurant or product.
Have you ever collaborated with professionals regarding the social sphere?
We are supported by an agency that helps us on different sides: it is a group with very specific vertical skills, perfect for my working method applied to a company like Ambient7 which does not have a structured marketing and communication department. The site is created and managed internally as well as social networks, newsletters and campaigns. This is because I believe that the know-how, the atmosphere and the characteristics of the company can be understood and, therefore, best communicated only from within.
What are the future corporate communication projects?
At Ambient7 we have various communication projects, starting from the structuring of a press office up to a real infomarketing strategy. We would like to create communication that revolves around videos, not only on social media, but also on the website, continuing to improve on the communication side. We are carrying out research that is giving us a lot of satisfaction but which we don't want to spoil yet. We are also working to improve internal communication. I am very keen to make sure that each colleague works at their best and also feels at ease in proposing and trying out new things, making the most of their best aptitudes.