What was your journey until taking on this role in the company?
At university I studied Oriental Languages, Arabic and Turkish, but I have always been passionate about Marketing. As a result, I took some training courses further delving into this world. I worked in various European cities and did a short period in Shanghai, thus having the opportunity to broaden my knowledge and experience different environments. Subsequently, I moved to the Zanette company: here my journey began almost as a challenge that initially only concerned social media management. The company gave me the opportunity to train more specifically in the field of Marketing, ranging from the creation of websites to social media management. Zanette is a particular company that does not only deal with prefabricated buildings but places particular attention on the aesthetic aspect of buildings. Thanks to these values, we address diversified markets, from the industrial to the aesthetic-architectural sector. Over time I have acquired an in-depth understanding of sector-specific dynamics and now coordinate online and offline communication. We are currently focusing our efforts on creating the brand identity, starting from the prefabricated area and then working on the other areas. I also take care of the trade fair side, focusing on the French and Swiss markets.
What do you think about social media in the B2B market segment?
Social media certainly plays a significant role in the B2B market. It is also true that this role can vary depending on the sector and the dynamics of reference. At Zanette we started from a base where communication on social media was not present. Now we are trying to create an identity that fully represents us. I have noticed that we have more positive feedback on the foreign market: the product is more popular and the interactions demonstrate it. I believe it is a consequence of how the construction market is perceived on a cultural level. In Italy we still tend to prefer the choice of coat for our homes while abroad, in general, other solutions, like ours, are preferred.
Which social network is more in line with your business model and which is less?
Zanette is present on the main platforms: LinkedIn, Facebook and Instagram. Last year we also started using YouTube on a more constant and continuous basis. We would like to start with Pinterest in the future too. If I had to identify the most online platform I would say LinkedIn. This is because we have a very specific target audience that ranges from planners to sector technicians, through architects and designers. The most distant social network is TikTok which, for us, has an audience that is almost completely out of target.
How important are online reviews, are they important?
For Zanette reviews are very important. For the prefabrication area we do not have direct reviews but they are feedback we receive through word of mouth or acquaintances on a professional, working level. Regarding the construction part, we receive more reviews on social media and on the various Google listings. We also place great importance on the correct management of feedback. Beyond simple answers, and areas where we could make improvements... On a personal level, I write a lot of reviews as I believe it is essential to provide travel feedback. I mainly use Booking, TripAdvisor and Airbnb.
Have you ever collaborated with professionals regarding the social sphere?
We currently collaborate with a brand and marketing consultant who in turn relies on external professionals. Zanette's social sphere is mainly managed by me with the support of this reality. We have a very dynamic partnership that manages to evolve with changes in social media: on both sides there is a constant search for new ideas and creative stimuli.
What are the future corporate communication projects?
This year will be the 70th anniversary for Zanette and we have studied a communication that will underline this milestone. We have several projects related to this, both in the social and offline world. We want to convey the convivial and family atmosphere that we experience every day, describing the company from every point of view. We will certainly continue with the magazine "L'atelier del concrete", which had the first issue focused on the project of the Polytechnic of Milan, and with a project of video interviews that we have called "Beyond Appearance", through which we tell the story and the path of realization of some projects developed by Zanette. The objective for the current year is to make the brand perceived in its entirety and complexity.