Le strategie di Social Media Marketing in contesti B2B: il caso Biesse

The technological revolution that characterizes the era in which we live, the so-called “digital age”, has profoundly transformed, on the one hand, the way of acting and thinking, on the other, the communication processes of companies. The challenges and the changes of the digital revolution, with the growing awareness of the importance of relations between economic operators, have attracted the interest of marketing theorists. From these studies new approaches generated that are based on two themes: the Business-to-business marketing, whose object is the exchange of goods and services that take place between organizations, where the focus shifts from transactions to relationships, and Social Media Marketing, which involves the use of Social Media tools ( e.g. Facebook, YouTube) to reach customers in a creative and innovative way. The thesis is part of the PhD program in Economics and Management - Eureka Project. The Eureka Project, intertwining academic research with the business world, involves companies belonging to the Marche Region, to allow the deepening of research areas considered as priorities and functional to regional development strategies, in favor of innovation of product and process and the internationalization of companies. Biesse Group, as the entrepreneurial financier of the Project, with University of Urbino Carlo Bo and the Marche Region, has allowed the realization of this PhD and represents, therefore, in its Biesse division, the case study. The international literature review literature, conducted to understand what current academic thinking on the use of social media in B2B contexts was, has allowed us to understand the positive and negative aspects of using social media marketing in business realities. Considering what has emerged in the literature and thanks to the experience of the company, in close contact with the Biesse Digital Team, the questions that have arisen regarding the effective use of social media by all the companies that make up the Biesse supply chain. The themes emerged are the following: - Use and familiarity with social media. - Strategies of social media marketing and integration in the supply chain. - Monitoring and social media metrics. - The satisfaction of the use of social media. The empirical research was conducted through different methodological techniques, from the participant observation to the sample survey and to the structured interview. It is part of the social media scenario, tackled from many points of view and analyzed in different contexts: it is exposed, along the entire discussion, a descriptive and interpretative path of social media, touching current trends, metrics and statistics to be measured and resources necessary for the correct management of tools and implementations of strategies.