Published on : Monday, August 4, 2014
BTC, Italy’s events exhibition, scheduled to take place at Fortezza da Basso in Florence on 11-12 November, includes a highly topical seminar in its rich educational programme this year. It is entitled Communicating in China and Russia by using local search engines and social networks: the cross-cultural approach, and is organised by Emanuele Vitali, sales & marketing director of East Media,
a company that specialises exclusively in digital marketing in Asia and in particular local search engines and social media.
China and Russia are very important markets for Italy, with enormous opportunities and a potential that has yet to be fully exploited, both in the incoming tourism and events sectors. Computer users in China and Russia, who choose the internet to search for information and taking purchase and travel decisions, use, however, an independent digital ecosystem that differs from the one in the west.
Since Google is not used, operators have to ensure they are indexed on local search engines; as users are not on western social networks, operators must be present on the local sites. Instant messaging platforms (such as our Whatsapp) are also different, and commercially more developed. Communication with these users, whose languages and cultures are very different from our own, must be developed on cross-cultural models to be effective.
The seminar will look at some of the general trends in business-oriented digital communication, and will then analyse the specific digital environment of China and Russia, exploring what local search engines and social networks there are, and how they work; finally, it will set out a series of considerations on cross-cultural issues, i.e. how to use these engines and social networks, and how to formulate effective brand communication taking into account the cultural differences and the different models of reference, with concrete examples of western company communication and social campaigns that have succeeded or failed.
The seminar is aimed at both supply-side meeting & incentive operators (typically event agencies, hotels and hotel chains, convention bureaus and destination management companies) and demand-side representatives, which come to BTC in very large numbers, mainly from abroad: marketing and communication professionals, sales managers, customer care providers, heads of web/online/digital and social media projects, international business development directors and managers, CEOs, export managers, and finance and control managers. The seminar is another example of the quality of BTC’s educational offer, which surpasses the now obsolete boundaries of the meetings segment and can confidently address the country’s industrial sector as a whole.