What was your journey until taking on this role in the company?
After graduating I lived for some time in England following a project in the thermo-hydraulics sector. I have always dedicated myself to that market niche where installers were looking for a company that would follow them during the creation of the systems, finding a partner who would help them finalize the product and train them. Already at the beginning of 2000 Idrosistemi was dealing with systems with a green soul, supplying quality products belonging to a high market segment. Personally I take care of both internal and external communication and I am supported by two other professional figures.
What do you think about the use of social media in the B2B market segment?
Our competitors use social media in a very particular way, some invest a lot of resources but without yet being able to make inroads into either B2B or B2C. Abroad they are used more consciously and more widely. The difficulty lies, perhaps, in finding the right way to communicate with both realities, showing both the more aesthetic and the more authentic side of thermo-hydraulics.
Which social network is more in line with your business model and which is less?
Idrosistemi started on Facebook and over time we specialized to better communicate with our target, to then expand the user base to other professional figures, therefore including a broader spectrum of the sector.
Now we are achieving appreciable results on Instagram too because we have understood how to address our target audience. The social network least in line with Idrosistemi is certainly TikTok since our audience does not fall into the age group that uses it. LinkedIn is, for now, only a tool through which we do recruiting but it is our intention to work on it in the future to create another piece of our social positioning. We also used it to talk about some events we have participated in recently.
The data shows that having a low number of followers damages the brand image, what do you think?
Personally I believe that the current perception is still on this line of thought, which is why many companies find themselves buying followers on every platform. It is also true that through advertising it is possible to reach a wider user base that is more interested in the sector and the topics covered. It is a fact that is still held in high regard, even if we tend not to examine the quality of the followers, the contents or the actions taken to grow the fan base organically.
How important are online reviews, are they important?
Reviews are certainly an important aspect to keep under control, doing community management and responding to comments. It is also worth considering the fact that, usually, those who leave reviews do so because they are dissatisfied with a service: in the case of Idrosistemi, for example, it can happen that the criticism is leveled at the installer and not at the product, as it is something very specific on which few have the knowledge to express a professional opinion.
Have you ever collaborated with professionals regarding the social sphere?
I have never collaborated with external professionals because, in my opinion, the choice to internalize communication is the most suitable solution for the particular reality of Idrosistemi. We collaborated for a year with a freelancer but we realized that the company's perspective and spirit are difficult to internalize without living them every day. Creating a synergy with an external company allows you to always stay updated on the dynamics of each platform, creating an effective and coherent strategy with the brand.
What are the future corporate communication projects?
In the next semester of Idrosistemi we will resume training: we will follow the double-track webinar which will have as its main target professionals, including architects, surveyors and engineers. We are growing a lot and provide services that installers really like: we will try to maintain this line and continue to develop over time. We are creating a marketing project to support our installers: we will provide a package of services, such as a website or social pages, which will enhance their business. This will allow us, together with our partners, to create a further niche in our market. Another project in the pipeline for Idrosistemi is the renewal of the website which will take place in the near future.