What was your journey until taking on this role in the company?
Since university I have been passionate about communication, an area that allowed me to expand both the humanistic and economic aspects. At the time I chose to undertake the Faculty of Letters and Philosophy and then continue with a Master's degree in marketing at Ca' Foscari in Venice. My very first experience in the world of work was in the field of market research in a company in Milan. I subsequently returned to Veneto, where Bata was looking for a communications manager. In the 5 years that I spent within this reality I also followed the European campaigns since the Padua office had become the point of reference in Europe. Over the next 15 years I moved to other companies in the fashion sector, following their communication, marketing and commercial strategies. These experiences put me in contact with the development from model to production, and issues relating to company organisation. After a long period in the Travel Industry world, where I was able to delve deeper into Digital Marketing, among other things, in 2017 I joined SAMO Industries (owner of the bathroom furniture brands Inda, Samo, Lineabeta). Although I had no direct experience in furniture, thanks to my architect father, I have breathed and experienced the world of design since I was a child.
What do you think about social media in the B2B market segment?
I believe that, from the beginning, the idea of using social media was linked to the desire to approach the end customer. Lately, however, I have noticed that platforms are also starting to be used to involve the B2B market. Communication in this sector requires targeted strategies because it involves a series of different dynamics compared to B2C, where social media is now part of everyday life. The B2B market requires a sort of public education: every sector and every company has its own way of communicating which must, first of all, be understood to be appreciated.
Which social network is more in line with your business model and which is less?
In the world of design, characterized by a strong visual component, Instagram is fundamental, also supported by Facebook. I find the Meta group now essential given that they are the most used platforms globally. A social media often underestimated by companies is Pinterest, which aligns perfectly with the logic and type of design content. The least interesting social network currently in our sector is TikTok, while on LinkedIn very refined strategies can be implemented, in particular with reference to B2B communication plans.
The data shows that having a low number of followers damages the brand image, what do you think?
To be honest, I don't really agree with this statement. I think by now we have understood that it is an almost superfluous metric. At SAMO Industries we prefer to grow in terms of interactions, reach and public involvement. Furthermore, the number of followers is not clean data: they are often fake or followers bought to sell the metric.
How important are online reviews, are they important?
It is certainly an important part of brand reputation. The end customer often confuses the manufacturer and the retailer, attributing praise or criticism without understanding the distribution chain. Personally, I read and leave feedback online, also because I have used TripAdvisor a lot in the past, during my experience in the tourism world, and the imprint of this platform has remained with me.
Have you ever collaborated with professionals regarding the social sphere?
SAMO Industries has collaborated with various external entities and it has not always been a completely positive experience. This is because agencies do not experience the company as we can from the inside, they do not know the products and commercial dynamics, which are not always easily transferable externally. Now we rely on a freelancer who however has the advantage of having worked in our marketing office for a few years.
What are the future corporate communication projects?
During the Salone del Mobile we inaugurated the new Inda Milano Showroom, designed by Studio Marco Piva, which becomes the center and driving force of various initiatives, including editorial ones, which mainly concern the world of designers and architects. The other side is that of the digitalisation of products and commercial tools, in a world where the use of product data is increasingly fundamental. Naturally we also want to give space to brand reputation, working both on social channels and on reviews.