What was your journey until taking on this role in the company?
I studied at Classical High School, then I graduated in Literature and obtained a Master's Degree in Communication for Business. Mine was, therefore, a course of study always linked to Communication and Marketing. I worked in public administration, in the culture, communication and events area, before moving to the private world. This experience allowed me to learn about a further aspect of communication: that linked to the dynamics between administration and citizens. At the time, the use of social media in this sector was still in its infancy, compared to today, where the number of municipal social media pages has significantly increased. After this journey I wanted to broaden my horizons and therefore took steps to enter the orbit of companies. From here I carried out various activities as Marketing Manager in various local areas of Friuli Venezia Giulia, coming into contact with different types of companies. Thanks to these changes, I learned the communication methods specific to numerous market sectors, ranging from companies that offer services to those that offer products, such as Mondial Color. Today I feel complete but there are certainly still many aspects to discover and learn. The most interesting side of Marketing, in my opinion, is how the mechanisms linked to interpersonal communication are transversal to companies. At Mondial Color I am Marketing Manager and I manage marketing activities and 360° communication, online and offline, as well as fairs and events. I like working by interfacing with all company departments to always create synergy.
What do you think about social media in the B2B market segment?
It's an interesting question that I would have answered more clearly until some time ago. The B2B market has always been a bit disconnected from the dynamics of social media but I am noticing an ever-increasing propensity in the use of social media to bring out, in particular, the human side of companies. As for Mondial Color, we are continuing to recreate the communication strategy following the evolution of the company itself to generate value and to underline the aspects that are important to us. In general, I believe that a new way of "doing social" in B2B is emerging: it is a change that is also being recorded among the most important players in the sector.
Which social network is more in line with your business model and which is less?
At Mondial Color we prefer quality over quantity. We prefer to create content in line with our brand rather than posting a lot and not defining coherent communication. The strongest social network for us is LinkedIn: here we can communicate with professional figures in our sphere. The most distant platforms are those where the level of entertainment is the main feature, for example TikTok or Instagram are outside our tone of voice.
The data shows that having a low number of followers damages the brand image, what do you think?
At first glance I would agree with this point of view: the low number of followers is almost unconsciously associated with an index of poor quality. I believe, however, that this is superficial reasoning that does not take into account the real dynamics of the platforms. The size of the fan base is a metric held in great consideration but, at Mondial Color, we think it is preferable to have a more targeted and active audience, which creates an exchange of value.
How important are online reviews, are they important?
Generally speaking, reviews are relevant but in a sector, for example, like that of Mondial Color, it is the agents and salespeople who receive more direct feedback from customers, creating a slightly different "review" method. However, there is always a need to monitor the company's reputation because the brand has a certain weight, which must be preserved and defended. In general I read reviews especially when I have to organize some event and I don't know the place directly. In this case, the main obstacle is the polarization of opinions: I often read excellent and terrible reviews relating to the same restaurant or hotel. This is why I try to take the opinions I read online with a pinch of salt: the truth lies more or less in the middle because there are always many unknowns and must be considered.
Have you thought about enlisting the help of professionals from the social world given the importance achieved by digital platforms and their management complexity?
Yes, Mondial Color has collaborated with external entities. However, since there is already an internal figure, we often only work for support and/or coaching activities. Finally, it must be considered that in large companies the roles are specialized: each figure is vertical on their own skills. In small to medium sized businesses it is more difficult to achieve this range of experiences. Here the internal figures need to have a broad and diversified set of skills.
What are the future corporate communication projects?
At the moment we are in a positive phase of expansion. In fact, since May 2023 we have acquired the Siro company, a historic paint manufacturing brand based in Teolo (PD). Today we therefore boast a double factory that responds overall to the Mondial Color SpA brand. In the coming months, from a communication and marketing point of view, we will focus on the concept of difference. Through a dedicated communication we will talk about how Mondial Color and Siro continue to want to make a difference in the world of paints. The main aspect will focus on the human side of the brand, one of our corporate cornerstones, the sense of union and participation generated by a healthy and stimulating working environment.