What was your journey until taking on this role in the company?
Over the years I have gained experience in various companies, moving from the food sector to the automotive sector up to the technical sector of thermo-hydraulics: essentially air conditioning and heating. I joined RDZ first as commercial director for Italy and then also for export. At the moment I not only hold the position of sales director but also marketing, of which the office is made up of 3 people: a person who deals with strategic marketing, a person who deals with operational marketing and an internal graphic designer. Together we manage both offline and online communication of the brand.
What do you think about social media in the B2B market segment?
Abroad companies are certainly much faster than in Italy, I am referring above all to China and Korea where we have a market but also in Europe. The approach and behavior of installers is certainly more oriented towards social media abroad than in our country. The world of the electrical installer is much further ahead than the plumbing one also in terms of omnichannel, however there are several plumber channels on Facebook and RDZ has created a link with them over time.
Which social network is more suitable for your reality and which is less?
RDZ is focusing much more on LinkedIn from an international perspective, for me too it represents an excellent social network although lately it seems to be a platform that tends to follow Facebook's methods and contents. The expansion of contents has therefore generated interesting stimuli and inspirations, however at the level of interaction it has decidedly degraded as a channel; the famous “keyboard lions” are moving from Facebook to LinkedIn. We are also present on Facebook but it is a platform that today generates few results for us while we only use YouTube as a repository.
The data shows that having a low number of followers damages the brand image, what do you think?
Few followers means having few opportunities for discussion so if you are in the digital world you have to be followed otherwise it doesn't even make sense to position yourself. Certainly having a good fan base also allows you to increase commercial leverage because it is synonymous with quality, the digital following today actively contributes to feedback on new products and company achievements.
Have you ever collaborated with professionals regarding the social sphere?
RDZ is currently supported on the website by a very competent agency, especially in the graphic part, which also accompanied us on the reconstruction of the pay-off. The same professionals also take care of the social sphere and we collaborate so that the creation of content and the editorial plan is the result of a joint effort. We are also approaching the part linked to Google adv for the launch of products such as the ventilation machine and the Core System.
What are the future corporate communication projects?
We will soon come out with a contest dedicated to installers called "Install and Win" to also generate brand ambassadors, because they are the professionals closest to the company in terms of business. We will certainly improve the CRM (the Salesforce project has started) by associating it with various advertising campaigns and we need to review the site because it needs an upgrade; it must become faster, more engaging and lighter.