What was your journey until taking on this role in the company?
I graduated in Translation and subsequently obtained a Master's Degree in Event Organization in Udine. After some experiences in other sectors, I understood that, partly out of passion and partly due to the cultural influence of the territory, I really like the wine world. It is a sector in which you can range in describing many aspects such as history, nature and events. I worked, therefore, for 3 years for the Consorzio Vini DOC Aquileia and then I moved to Lis Neris, where I worked for 13 years. Over time I have learned many things and witnessed many changes in this world. I later joined Obiz where I now deal with the commercial side, marketing, both digital and offline, communication and event organisation.
What do you think about social media in the wine sector?
I have noticed that a change has begun in recent times: more and more companies in the sector are using social media. In my opinion there are two broad strands but the connection between them is still missing. On the one hand there is a lot of traditionality: it is a communication that favors very classic photos and concepts that revolve around the vineyard and the processes. On the other hand, however, the winery is perceived and communicated as a 360° experience, inserted into everyday life through aperitifs, tastings and events. These two currents are aimed at different targets, both in terms of age and knowledge of the world of wine.
Which social network is more in line with your business model and which is less?
At the moment, for Obiz, the most online social networks are Facebook and Instagram: here there is the greatest concentration of the public and they are two platforms that combine our communication well. LinkedIn is a particular channel that supports us a lot in the recruiting phase but which we would like to explore further. I don't feel like excluding any social media because I believe that all platforms represent an interesting resource, if used with supporting strategies.
The data shows that having a low number of followers damages the brand image, what do you think?
I believe that the number of followers still has its importance, not only in terms of perception but also in terms of coverage. However, if we are talking about reputation linked to this data, I prefer a smaller number but with active and interested followers. I think the most relevant data is the community engagement. Despite this, I believe it is quite normal that the growth of the fan base is one of the objectives of corporate social strategies.
How important are online reviews, are they important?
In Obiz reviews, especially on Google, are important. We try to monitor them and always give feedback. At the moment we are not taking any action to increase the volume of reviews but it is certainly an aspect we want to work on in the future. Personally, I read them a lot but I prefer to let the facility or professional know that I had a good experience.
Have you ever collaborated with professionals regarding the social sphere?
We collaborate with professionals for the management of social media, for the online and paper graphics and for photographs. The goal is to create a team that works in synergy. We also like to look at the world "from the outside", constantly learning and improving. Working with professionals allows us to broaden our horizons, have new ideas and new points of view to tell.
What are the future corporate communication projects?
We would like to create a new website for Obiz, with a more dynamic and catchy layout. Paper materials will also be renewed, with the aim of making them as usable as possible. We also have several projects related to Communication which will then be transferred and adapted to the Marketing part. In the coming months we will organize and participate in various events also in collaboration with sectors other than ours to improve brand awareness and welcome more and more people to our cellar.