What was your journey until taking on this role in the company?
I studied in London, attending the Management course of the European School of Economics, both for the Bachelor's Degree and for the Second Level Master's Degree. Between the two degrees I worked as an intern for six months at a furniture company, fully experiencing the atmosphere of the Salone del Mobile. Also in England I also worked in the Ferrero Marketing Office, thanks to the work exchanges between the University and the companies. Once back in Italy I joined the Potocco Marketing Office, participating in its development over time, starting with the branding part. I have always continued to pursue my dream of traveling by becoming Global Brand Manager, a role that combines Marketing with the Sales Office and takes care of both internal communications and external relations.
What do you think about the use of social media in the B2B market segment?
Generally speaking, I feel I can say that social media is used more abroad than at home. However, this data must be compared with the internal and specific dynamics of each market in which it operates. In the sector where Potocco works, the distinction between online and offline is still not very marked in some countries and it must however be taken into account that the target audience has different preferences, sensitivities and desires in every part of the world. In Germany, for example, social media is used massively while in Austria it is almost the opposite. Understanding the social dynamics of each market and knowing how to translate them onto platforms is perhaps the most stimulating and difficult part at the same time.
Which social network is more in line with your business model and which is less?
Instagram and LinkedIn are certainly the platforms where Potocco is strongest: partly for the visual impact and partly for the soul of the brand. I find that Facebook is now a somewhat static platform and, together with Google Ads, it does not constitute a social network that is very in line with our business model. TikTok and YouTube are currently not platforms in which we invest much as they are more complex. We need to study the target to which we are referring and understand, not only how to address it, but above all where we can best communicate. Some of our competitors convey their communication through social media without making them a showcase but using them as a tool for brand awareness, creating a bond with their target that goes beyond simple photos.
The data shows that having a low number of followers damages the brand image, what do you think?
In my opinion, the number of followers is still a fact that is still held in great consideration as a value and as a yardstick. In some sectors, however, it could be synonymous with quality and excellence even if it is the culture and sensitivity of the public that determine how this number is received. It is also necessary to realize that having a very large fan base is not always synonymous with a high percentage of engagement and interactions, in fact the opposite very often happens.
How important are online reviews, are they important?
Reviews are useful for understanding the strengths and weaknesses of a company: being able to identify where you can improve and where you can remain constant is a significant goal. As I travel a lot, personally, I tend to rely quite a bit on online reviews, both for places and brands to know. They are undoubtedly a very important tool through which people express their opinion. However, we must be careful not to overestimate the opinions that can be found online.
Have you ever collaborated with professionals regarding the social sphere?
Initially in Potocco we collaborated with external professionals regarding the social side. However, we realized that internally there was a lack of support network for this activity and we therefore tried to create a team of resources who could collaborate with an external reality. In my opinion, by relying on professionals, you work more effectively since their training is continuous and always updated on the new specific dynamics of each platform. It is important to be able to count on tools, such as the ad hoc website, to create social strategies that have solid foundations.
What are the future corporate communication projects?
In Potocco's future we see a renewed company website, more focused on supporting a 360-degree strategy and where traffic from social media can be conveyed. Thanks to the investments we have made in recent years, we hope to conclude 2024 by completely reducing emissions to zero: a great project that we will also talk about in detail on Potocco's social channels. We have also been committed to sustainability and gender equality for some time now.