The Dossobuono di Villafranca (VR) company, specializing in ICT Media, Cloud, and Telco services, has developed an innovative formula to support companies (large-scale retail and SMEs) on current social media platforms. Three solutions in one (integrated SMA – Social Media Ability model) to become the architects of their own brand web reputation. A model implemented by the Italian Institute of Quality Wines – Grandi Marchi.
Corporate competitiveness is increasingly played out “online.” In fact, the market rules are no longer dictated by the companies themselves, through the choice of their customers, but by the latter, who in their renewed role as ‘users’, through new media (Facebook, Twitter, Youtube, LinkedIn, Google, Pinterest, Instagram, Foursquare) today decree the fate of the former by shaping their brand reputation.
Aware of this role reversal (also emerging from the 10th Censis/Ucsi Report on Communication, “We are the Media: The Beginning of the Bi-media Era”), Maxfone Srl, a Verona-based Solution Company specializing in offering ICT services in the Media, Cloud, and Telco sectors, has developed an innovative communication model social (intended for large-scale retail, but also and above all for SMEs, of which the national economic fabric and particularly that of Verona is historically composed) tailored to three fundamental stepsprovision of dedicated ICT platforms, training of company staff, semantic analysis of web content.: The goal is to bring out
quality over quantity: “It’s pointless to create many social pages when you don’t know how to use them or don’t optimize their use according to the objectives to be achieved” explains Paolo Errico, CEO of the Verona-based company, . This is what many SMEs do: they create a company website, a Facebook page, a LinkedIn page; a nice promotional showcase, without a doubt, ” which, however, is then not used functionally for their growth“. But in a historical-economic moment when “to do business you have to ‘be chosen'”, a targeted selection and optimal use and management of communication channels, especially social media, becomes the first , “must” to stay in the market and consolidate one’s position.
Maxfone has therefore studied a new approach to social media for companies, developing a
structured communication model, which allows them to be present on new media in a truly competitive way: the first integrated SMA (Social Media Ability) model that ensures correct visibility and maximum search engine ranking.
It is now evident that “DIY” is no longer rewarding. Even some SMEs are realizing that the time has come to rely on industry professionals, capable ofdeveloping the appropriate technical solutions (ICT infrastructure), analyzing the virtual context to be accessed and the user base to be reached, evaluating the ability to use social media (Social Media Ability), as well as providing companies with all useful information to choose (in a shared manner) the most suitable strategy for consolidating their brand,without, however, replacing communication agencies or the company’s internal structures responsible for this.
It’s not just about providing the tools of the trade (or suggesting marketing actions), but about transferring all the necessary skills to companies to use them best in relation to the economic sector in which each operates. The basis around which Maxfone’s SMA model develops starts from the company’s Social Media Ability, which the ICT company aims to improve through continuous training. However, the real skill today is “knowing how to choose different tools for different purposes“,explains Errico, ” The best-known social media are adapted to different needs and not only guarantee maximum ranking, but also allow for high returns at low cost, especially benefiting SMEs. It is therefore desirable that our companies shed the fears related to risks, from which one can defend oneself in various ways, and begin to change their mindset by opening up to these tools which,if used well, can increase competitiveness without penalizing resources“.
Here are the three ingredients for strategic social marketing:
a) Adequate technical means- Every goal requires a dedicated social platform (e.g., Facebook, social networking, and LinkedIn, professional networking can represent an excellent profile for brand and reputation marketing). After a preliminary analysis of the company’s strategic positioning on the web and a hypothesis for the development of communication on the most popular social media of the moment – consulting activities preparatory to identifying the most suitable means for achieving business objectives – Maxfone proceeds with a series oftechnical programming activities that connect and integrate the selected social media; it then examines the target communitieson the weband hypothesizes specific strategies and/or actions, all in full agreement with the company’s communication and marketing management team.
And beyond the basic platform -chosen after the consulting and planning phase – Maxfone offers the exclusive possibility to performsubsequent integrations to meet the company’s evolving needs.
b) Training-In order to improve the company’s SMA, after evaluating its starting level, the Maxfone team develops adedicated training program, which involves constant updating of business communication and marketing figures, fundamental for enabling the client to learn to stand on their own two feet in the process of reaching their target audience. This step makes Maxfone’s intention even more visible: to accompany (far from replacing their marketing and sales staff) companies on the web step by step, from platform activation to the phase of monitoring and semantic analysis of web content. Maxfone instructs companies to becomethe architects of their ownbrand web reputation, which is easy to build through current social media, but just as easy to lose if one does not acquire the necessary skills.
c) Monitoring and Semantic Analysis– The key to success on the web liesin listening to and monitoring what users say about the company through social media. The SMA integrated communication package also includes this activity (social media monitoring), which, compared to traditional market research (e.g., Nielsen), marks another innovative step. Through monitoring, information is gathered from spontaneous conversations, revealing users’ language, opinions, preferences, and desires, which are useful for choosing or adapting the company’s communication strategies. The next step issemantic analysis (i.e., of conversations on social media), also extended to competitors, at the end of which Maxfone produces reports based on data drawn from the main communities (around 600) including Facebook, Twitter, etc., and from over 500 thousand blogs, 70 thousand of which are active. In this phase too, it is not Maxfone that decides for the company, but the company itself that plans based on the information received. Information captured based onsentiment, that is, the positive or negative evaluation of a product (for example, in monitoring the wine market, it can be discovered that rosĂ© is among user preferences), a useful compass to orient production in one direction or another. However, Maxfone does not limit itself to capturing the single adjective, symptomatic of a favorable or unfavorable evaluation, but interprets every word in light of the entire context (the sentence) in which it is uttered.
In this way,even the lesser-known brand, by acquiring the skill to read the market through social media (SMA), identifying its potential target, becomes competitive and its visibility increases rapidly.It is the company itself that chooses how to present itself in the market, that speaks about itself and decides, with Maxfone’s support, who to address and how, building its own customized page (Facebook, Twitter, etc.) and inputting the content it most wishes to convey.
A format thatThe Italian Institute of Quality Wines-Grandi Marchiis already applying with visible results in terms of increased visibility and competitiveness.
For further information:
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twitter: http://twitter.com/MaxfoneItaliaÂ
youtube: http://www.youtube.com/user/maxfone
linkedin: http://www.linkedin.com/company/maxfone-srl
Media relations
Maxfone Srl
Vittoria Ferlin
Vittoria.ferlin@maxfone.it
Tel. + 39 (0)45 9205100
Press office Francesca Saglimbeni f.saglimbeni@gmail.com
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