What was your journey until taking on this role in the company?
I am originally from Piedmont, then moved to Milan for studies. My path was in the branch of Interior Design, I also followed various courses related to project presentation. The focus was mainly on marketing in the world of design: how to talk about and present your projects. Due to a particular personal situation I was in Vicenza and I started working as an external resource for the company. I became passionate about the industrial world, understanding its dynamics and peculiarities. From the beginning I tried to exploit my skills and bring the entrepreneur's communication within the corporate and sector panorama. Now I'm following RF Group, a group of different entrepreneurs and companies offering disparate services. The challenge is precisely to communicate these differences but also this union at Group level.
What do you think about social media in the B2B market segment?
In the B2B market I still see little investment and little attention towards social media. Often these are entrepreneurs who make personal branding their strong point and are very effective. Brands and companies are still one step behind them. Lately something has been changing thanks to the new generations but, in my opinion, we are still quite far from the foreign panorama. In RF Group we try to create a network through personal branding, focusing on professional figures who tell their point of view with their voice.
Which social network is more in line with your business model and which is less?
At the moment, for RF Group, LinkedIn is the platform closest to our business model. Instagram, on the other hand, I think is the furthest away. I see an opportunity in TikTok that fits better with our brand: very fast content that allows us to talk about many internal aspects of the company, such as the creation process or the management of requests. TikTok would allow us to show machinery from a less cold and detached point of view than simple photos. Plus we will have sound to convey emotions: those who watch will recognize their sector.
The data shows that having a low number of followers damages the brand image, what do you think?
Personally I find this metric much less impactful than you might think. It depends a lot on the reference sector: there are very important manufacturers who have little following on social media, for example. These are simply internal sector dynamics and habits: there is almost an absence of digital communication because we focus more on other aspects.
Have you ever collaborated with professionals regarding the social sphere?
Yes, in RF Group we have collaborated several times with external entities or professionals. With time and experience I have understood that it is better to read up, do research and understand at least the basics of each area of marketing before choosing who to rely on. In this way I am able to decide with more criteria and skills, it is no longer a simple matter of relying but looking for a partner with whom to establish a collaboration. I am convinced that external support is very useful, especially in companies like ours which have the potential to grow very well. I have noticed, however, that agencies often rely on the communication used by the brand's competitors they follow, without fully understanding what they need within the company.
What are the future corporate communication projects?
I would like to change RF Group's communication by implementing videos within the strategy. I would also like to find a new space in which to talk about the reality of the productions, it could be a podcast or another solution. I believe that giving relevance to people can be the right key to effective communication in this sector. When entrepreneurs and professionals feel understood and listened to, relationships are born that create an interpersonal network. I would like to be able to make people perceive the strength of understanding on a deeper level, bringing it as an added value of the Group.