What was your journey until taking on this role in the company?
I studied Business Economics at the University of Udine and then continued with the MBA course in Bologna. I joined Ros between the Bachelor's degree and the Master's degree, continuing my studies while already working in the company. I always try to take courses to keep up to date and to carry on what for me is a passion in the Marketing field. I started by working in the back office area and, little by little, I became vertical in the management and organization of brand communications. I coordinate both the online and offline parts, following fairs and events.
What do you think about social media in the B2B market segment?
I see a market that uses social media, yes, but perhaps only with objectives linked to the involvement of its target audience. At Ros, for example, we use them to reach sector employees, our customers and those who have an important position in the various companies. This entire segment of the public generally has an average age of around 40-45 years and is therefore present on social media. Suppliers and competitors are still not very present on the platforms because they are convinced that it is a particular market niche where they are not yet so cardinal.
Which social network is more in line with your business model and which is less?
LinkedIn is certainly the platform closest to Ros. It is a more institutional channel that allows us to create an image that focuses more on the seriousness of the brand and to communicate with customers and important professionals in the sector. We use Facebook to involve our employees, choosing advocacy and internal engagement. At the moment I don't see Instagram and TikTok in line with our needs but one day we could include them within the communication strategy.
The data shows that having a low number of followers damages the brand image, what do you think?
In my opinion it is a number that no longer has as strong an impact as it did a few years ago, especially in our sector. It is a fact that must be contextualised: we must first understand the objectives, strategies and dynamics that a particular brand wants to follow. At Ros we prefer a targeted fan base, perhaps a little smaller, but interested in our content and what we want to communicate. Having a large but not targeted fan base is not one of our goals, we prefer interactions and real interest in us.
How important are online reviews, are they important?
In general we don't receive many reviews because we are a B2B company. It is an important aspect that allows you to understand where you can improve and demonstrate attention towards the customer or supplier. We certainly want to take care of them more constantly, dedicating time and resources to them. Personally, however, I read reviews a lot, especially when it comes to restaurants or travel-related facilities. I leave a few on TripAdvisor but many more on Booking, also thanks to the platform's call to action.
Have you ever collaborated with professionals regarding the social sphere?
In Ros we collaborated with an agency with which a particular situation arose. We got along very well with the Account, both on a working and human level, but unfortunately the spark didn't fly with the rest of the team. Initially this reality followed us on the text side for the website, subsequently it also supported us during the first phase of our social channels. We are now supported by an external professional who supports me both on social media and on the website.
What are the future corporate communication projects?
We would like to give space to the people who work here in the company with us through interviews and videos. We would like to convey to the outside world the values and sense of conviviality that we breathe every day: ours is a family-run brand and this is a very significant and important aspect for us. In general we would like to give a more human and personal facet of Ros.