Italian companies and web conversation: here are the best

Italian companies and web conversation: here are the best

2010 begins and it is said that it will be theyear of action For Italian companies; But who have dialogue more so far? By carrying out research for the network and analyzing the various social profiles of the most important Italian giants, I collected some of the cases worthy of «Mother Homeland». There Barillawas one of the precursor companies in Italy in the use of social media marketing strategies. Already since last year, in fact, the opening of the blog «In the mill, I would like»Open to the content generated by the user allowing people to offer ideas on new packaging solutions for existing products, new products to be launched and the slogan proposal for business advertisements; The same users could vote on the most appreciated ideas and most of the votes could be made (we think of the slogans who still appear in advertisements: they have been created by consumers). It is an experience that has been successful; To date, there are more than 1,800 ideas offered, 1900 comments and around 15,000 votes attributed to ideas.

Another important reality that has distinguished itself in the web 2.0 panorama is Fiat that has developed «Fiat on the web«»A portal to collect all the content of the Fiat brand which fills the web, which is a company blog but also a aggregator News, videos and initiatives concerning new models and promotion activities related to the brand. Turin is present on Facebook, Twitter, Friendfeed, Flickr and Delicious and in particular uses the channel on Twitter to communicate with frequent updates on its products (Fiat Bravo and Punto Evo on everything), events connected to the products (Sahara Ramble with two Fiat Panda 4 × 4 in the Sahara desert) and a dialogue with consumers Launch of New Cars or events. I think it is, at least for the moment, the Italian company which best uses the tools of social media marketing (business blogs, active presence on various social profiles, integration and above all active participation and sharing).

Other important companies that deserve to be mentioned are listed below:

• 3 Italia,, Operating in mobile telephony, although he does not have a real business blog, he is present on Facebook, Twitter, MySpace, YouTube, Flickr and Friendfeed, and it is interesting to note how the Twitter channel uses to respond directly to consumer requests On connectivity problems, promotional offers or products on products and prices. An excellent example of the way in which the online activity must be carried out on a social media channel; This will certainly increase consumer confidence in the company.
• THE Coin He goes further: he is on Facebook, Frienfeed, Twitter, has a video chain, one for radio and has also developed digital gadgets such as widgets for igoogle.

• THE Ferrero has finally created a kind of web community, Evviva ChildrenLinked to the spread of sport among young people, obviously centralizing the brand within the community.

Then there are also companies that have confided in Zzub.it, the first Italian social network for the spread of Buzz (word of mouth) around Legat products, services or eventsI at certain brands; So far, there are around 70 companies that have joined you.

These are just a few examples of Italian companies that have invested and continue to invest in social media marketing; Obviously, there are more than others on the potential of this corporate communication branch. What I think is still missing in Italy is the offer of a added value and onehedonist experience For the consumer: for example the supply of discounts, special prices, exclusive events only for the most active members of social networks, or also the integration into the social media of the actions of guerrilla and viral marketing which imply only the most attentive and productive consumers in the social channels of the company. 2010 came and wonders if it will be the year of action.

The prospects are numerous and believe that it is more and more companies and more and more consumers want to converse and actively contribute to the creation of the «Ideal product». We will see how it will go.