{"id":17471,"date":"2016-11-28T00:00:00","date_gmt":"2016-11-28T00:00:00","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/la-brand-reputation-e-online-da-coop-italia-a-automobili-lamborghini\/"},"modified":"2020-02-28T14:23:05","modified_gmt":"2020-02-28T14:23:05","slug":"la-brand-reputation-e-online-da-coop-italia-a-automobili-lamborghini","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/la-brand-reputation-e-online-da-coop-italia-a-automobili-lamborghini\/","title":{"rendered":"Brand Reputation is #social. From Coop Italia to Automobili Lamborghini"},"content":{"rendered":"

Two cases compared that highlighted the importance of social networks in building a brand reputation. BBS provides professionals working within the digital field in a specialized course in Social Media Marketing<\/a>, aware that today no-one can renounce to handle this challenge.<\/p>\n

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It is not enough to be good users, it is important to put in place communication strategy<\/strong> that go hand in hand with the business. Besides, the most populated place in the world is Facebook, with 1.71 billion active users per month.<\/span><\/p>\n

“The company must be social. The millennials represent more than 50% of the labor force “- were the first words of\u00a0<\/span>\u00a0Chiara Sonaglioni<\/strong>,\u00a0Employer Branding, Recruiting and People Development – Automobili Lamborghini<\/a>.<\/p>\n

In the last year we hired more than 150 new talents. We recruited many of them through Meritocracy with several recruiting campaigns. “We’re dealing with the digital natives, those who are always connected. Youngsters looking for a job that shares their same values. They seek a community within the company. “<\/span><\/p>\n

People are no longer connected through meetings, but through social. It is not important to be in the same place, in the same country, it is important to always be connected<\/strong>.<\/span><\/p>\n

Chiara has concluded her presentation by encouraging participants to make appropriate use of their social profiles, since the HR Mnager companies today take it into account in the selection procedure.<\/span><\/p>\n

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Alessandro Serra<\/strong>, Head of Communications, shared the case of\u00a0<\/span>\u00a0Coop Italia<\/a>.\u00a0A very complex and fragmented reality that in the recent years has had to rebuild its brand reputation.<\/span><\/p>\n

Il supermercato del futuro<\/a>\u00a0has been the breakthrough event for the company. “We have overturned the old concept of supermarket and transformed it into a sensory experience. An abysmal change for a company like ours. “- Says Alessandro -” Coop is there and talks to the young people.\u201d This was the biggest challenge and we did it with a good digital strategy. Our twitter profile exploded. We entered the Top rankings and we had to manage the change.<\/span><\/p>\n

An ongoing plan that sees in digital assets its major focus. Investment in social advertising has become essential to get the communication messages delivered.<\/div>\n
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The new positioning and the new Coop language is seen also in the new video that we are sponsoring.<\/div>\n
As for example this one.\u00a0\u00a0“A casa con Coop<\/strong>.”<\/div>\n