What was your journey until taking on this role in the company?
I studied Communications and Entertainment Sciences, in the Public Relations and Advertising course. Subsequently I worked in the press office for a company that managed clients in the world of design. Here I acquired many specific skills, learning the internal dynamics of this sector and creating a network of contacts that is still fundamental to me. I then moved to a company that worked with Il Sole 24 Ore where I learned how the dynamics of a graphics office work, how to coordinate photographic material and how to write press releases. I then worked in the commercial sector for four years at Domus. This experience trained me a lot from a communication and marketing point of view, allowing me, among other things, to expand my network of knowledge and contacts. Here I also began my approach to the social world which, at the time, was just blossoming. I therefore opened the Facebook page of this reality, following it in its development. In those years, social media was linked to the idea of a waste of time and I was criticized for this initiative of mine but I knew I was creating a new "front door" for companies that became aware of the brand through Facebook. However, I had the desire to break away from these commercial dynamics that I struggled to feel were mine: I moved to a web agency where I held the role of Account. I joined Tubes because they were looking for someone who could translate and translate the brand into the digital world too, following the entire communication part.
What do you think about the use of social media in the B2B market segment?
I think that the communication channel is important regardless of what happens outside: if in this historical moment social media is a sort of megaphone for communicating and describing the product, it is essential to also use this type of tool. I believe that the right platforms should be used based on the target but I am also convinced that every brand can find its own because everyone uses social media. In recent years I have noticed an increase in the use of social media in the world of furniture, also thanks to the presence of influencers who talk about their design choices. At Tubes we are trying to create ad hoc strategies for each platform on which we are present, creating communication that is always in line with the brand identity.
Which social network is more in line with your business model and which is less?
For Tubes, Pinterest and Instagram are the top sources of traffic. On these two platforms we are going to create inspiration boards for architects, designers and workers in the sector. They are both very visual in content and give importance to aesthetics but, above all, they also include the final consumer, thus expanding our catchment area. The least online social network at the moment is TikTok for the very young audience who is not interested in our offer.
The data shows that having a low number of followers damages the brand image, what do you think?
I agree with this analysis because the number of followers is almost always associated with the reliability of the brand. At Tubes we started using Instagram before our competitors and this is reflected in the numbers of our fan base. Furthermore, we are now creating strategies aimed at implementing the community. They are vanity metrics but they are still part of the user's perception of a brand.
How important are online reviews, are they important?
Starting from the assumption that the buyer has evolved and now searches and informs himself before purchasing a product or service, at Tubes we try to analyze and study the reviews. Our Customer Care office is always careful to respond and is also present in the reviews section. Personally, however, I tend to leave them only if I have had a really very positive experience and I use Booking to read them when I travel.
Have you ever collaborated with professionals regarding the social sphere?
Yes, Tubes still collaborates with an external company. I believe that this exchange of information with external professionals can do a lot of good. It is difficult to be verticalized in every facet of marketing, especially when managing all brand communication. This is why we choose to be supported by those who focus only on some aspects in order to do so with completeness and more results. In this way an exchange is created: updates on social platforms and the best strategies to adopt merge with the internal DNA of the brand.
What are the future corporate communication projects?
2024 is a year of news for Tubes. We are dedicating ourselves to the launch of the new products that we recently unveiled at the Salone del Mobile. It is a communication operation that also involves a new semantic area dedicated to a new type of product. This is the heat accessory. The results of the Show confirmed a great interest and appreciation for our brand and our proposals. Sometimes bold. In the micro-architecture stand they highlighted our products with the aim of emphasizing the protagonist / sculpture role of the radiator. To decline the design-technology combination and present the new products in an unconventional way, I involved an expert AI artist. I had seen some videos he made for the music industry and I involved him to create this video installation with generative AI which we projected on a 16 square meter video wall inside the stand. I often try to collaborate with talents who come from other contexts, because they stimulate different points of view and bring enthusiasm: a fundamental component for me in every activity.