What was your journey until taking on this role in the company?
I graduated in International and Diplomatic Sciences and, as soon as I arrived at Modulblok, I started working in the foreign commercial part where I learned various skills while also managing a first approach with our sales network. Marketing was then a challenge that I welcomed with pleasure, continuing to carry forward the commercial area together with the management of events and fairs. In every communication project we have always tried to bring real value because, for our market, communication represents a means of informing the customer on the regulatory aspects and on the technical and solution possibilities that we can provide. We practice marketing that allows us to become reference interlocutors for sector technicians and end customers through transversal and flexible solutions.
What do you think about social media in the B2B market segment?
Platforms represent enormous potential for businesses and in B2B. I would say that LinkedIn is the most appropriate channel for companies, also because it has recently made a huge leap in quality by helping companies create networks and contributing to brand awareness through different forms of content. The Italian B2B is decidedly behind the foreign market and this can also be seen from the smaller companies, such as our foreign retailers who use social media with great familiarity using day by day channels compared to the more structured Italian companies who instead only have a presence.
Which social network is more suitable for your reality and which is less?
Linkedin absolutely because it is the platform closest to the professional world and able to provide constant and concrete help according to needs. This social network is useful for us to find new figures to join the company and in fact we immediately noticed that it is a very effective tool. We are also present on Facebook, but we use it more to involve internal staff but without high expectations. We have also carried out remarketing campaigns given the low cost, but it is not a tool in which we are investing a lot of energy. We are starting to think about Instagram to share the emotional part of what we do. However, we are still on standby because we need material such as new case studies to expose the right content on the platform, otherwise it risks being counterproductive: once social media is open, it must be nurtured.
Does the data demonstrate that having a low number of followers harms the brand image?
In our sector, as far as the Italian market is concerned, I don't think it is a priority given that alone it is not able to suggest further considerations to the user. Modulblok conducts different actions regarding brand reputation: one of the channels is the radio one, which is giving us great feedback in terms of recognisability. We have not discarded the option of increasing our fan bases but strategies and resources to allocate to improve our positioning on social media have simply not yet been considered.
Have you ever collaborated with professionals regarding the social sphere?
We have already collaborated with an agency creating a very short journey together. The contents and information were not always aligned with company strategies. Modulblok decided to internalize the activities because we found that the synergies were not strong enough to allow the collaboration to continue. I currently personally deal with the production of content and the management of the Modulblok platforms, activities which are priorities for us and parallel to the commercial strategy.
What are the future corporate communication projects?
There are several new features that we will actively communicate and the most important is the addition of a "new profile", i.e. a machine within our production plant that will allow us to produce a new profile. It is a 70 meter machine capable of producing the profile from the strip to the output of the finished product in a single production line. This has opened up further possibilities for us in terms of solutions that we can offer to the market. It undoubtedly represents a leap in quality for Modulblok which in recent years has invested a lot in terms of production and energy efficiency and this is in fact a further step that we are adding to our company path.