What was your journey until taking on this role in the company?
I joined DANI in July two years ago. The company, after a period in which the activities had been delegated entirely to an external agency, was looking for a resource that could develop from within, integrating with the various company functions, strategic marketing, made up of communication, but at the same time also market analysis, trends, brand enhancement and investment optimization. Today I coordinate an office of two other people, specialized in operational activities related to events, the management of social channels and the website, and graphics. We are three complementary figures who draw from different backgrounds and bring a lot of passion, positivity and creativity to the table. The reason that makes me happy with my job is that it knows no boredom or routine. Every day I experience the freedom to discover new boundaries, to go beyond what has already been done and this excites and repays every effort.
What do you think about the use of social media in the B2B market segment?
In DANI social communication takes place through 4 channels: Linkedin, Instagram, Facebook and Youtube. We work by setting an editorial plan that allows us to interact with customers and stakeholders, make news known, promote goals in the areas of sustainability, research and development and to redirect traffic to the website. We analyze our posts and our stories, to learn from the communities which topics are of most interest and how to always perfect the communication method. Knowing who reads and views content is essential to building a good social strategy. In these two years we have made a careful analysis of the targets, the starting situation, the objectives to be achieved and how to measure them. We adopted a warm tone of voice, never self-referential. At DANI we have learned that improvement is continuous and every new goal achieved must not be a reason to wallow, but to set ourselves new challenges.
Which social network is more in line with your business model and which is less?
At DANI we are very satisfied with the results that Linkedin and Instagram are giving us. In our opinion they are more target-oriented. Facebook and Youtube, on the other hand, are still suitable for large target groups. Users interact with our content and transform from simple "new contacts" into "leads". My office's effort is precisely to improve the conversion rate of content, generating it in such a way as to resonate with the people who follow us, based on their interests. A "warmer" relationship is therefore created which then leads to a subsequent step with our commercial network, which will be able to follow them in the presentation, sampling and offer phases.
The data shows that having a low number of followers damages the brand image, what do you think?
I believe that "quantity" should never be confused with "quality". There are companies that carry out pure follower acquisition campaigns because they are not satisfied with (physiologically slower) organic growth. But then you just need to analyze the performance of their content and discover that impressions and interactions with followers are low. I think a right strategy requires time, analysis and continuous adjustments and that the shortest path is not the one to prefer because it will never lead far. For this reason, at DANI, we try to create strategies that are always coherent and aimed at an objective.
How important are online reviews, are they important?
Reviews are always important. Social media was created to put people in contact and create relationships. At DANI we believe that these messages give us the opportunity to evaluate ourselves, question ourselves, if necessary, or decide that the democratization of the internet is sometimes a privilege that not everyone knows how to exploit to highlight the best of themselves. Personally, I tend to leave reviews only in the case of very positive or very negative experiences but I still read them often.
Have you ever collaborated with professionals regarding the social sphere?
Before I arrived at DANI, communication was managed completely by external entities. With my entry into the company we chose to internalize content, especially social media, and to create strategies in line with the brand. Yes, even in my past experiences I was able to work with organizations that could support planning, channel selection and business intelligence activities. I have collaborated with both very competent and non-very competent agencies, which is why I know well what to look for and evaluate in the market.
What are the future corporate communication projects?
In these two years each activity has been oriented towards achieving, in the various touch points, a correct transposition of the values that make DANI unique. The website, social channels and offline materials have been the subject of what I like to call a "gentle revolution" to make them consistent with the company's identity. We will continue on this path because DANI is a hotbed of news and how to best convey it through digital channels is always an activity that requires study, strategy and planning.