10 things we learned during Take your social seriously – Milan


Take Your Social Seriously is the first training event that I organized with my team. Tyss, this is the abbreviated name, made its first stop in Milan, with a following of over 60 professionals, two exceptional speakers and many special guests who joined us during the final talk.

Emotions were high as the hall of the Starhotels Ritz filled with professionals from many Italian cities. It was incredible to see the keen interest of the participants. There were some initial nerves, I admit it, but everything went smoothly and after it was a pleasure to receive so many words of esteem and appreciation.

TALK WITH - from the left: Andrea Recalcati (Giovanardi spa), Luigi Pasetto (Fondazione Achille Castiglioni), Federico Oneto (Sweet Inn)
TALK WITH Livia Grandi (14 Septembre)

This training day was created with the intention of bringing the world of design closer to the one of social media and digital communications. In an interesting  and innovative way, Tyss wanted to give you the guidelines and ability to navigate the vast reaches of digital and help you find a voice to promote your company in a unique way.

Our amazing sponsor: Egoitaliano sofas, Fram and Babouche models

Cristiano Carriero, journalist and storyteller, guided us in the fantastic world of storytelling, and Andrea Antoni, graphic designer and creator of the project “STAILtone“, brought added value to Take your social seriously

SPECIAL GUEST: Cristiano Carriero
SPECIAL GUEST: Andrea Antoni


During the day many interesting points emerged, and that’s why I have summarized them in 10 points.

Let’s begin.


#1 Online is essential when it comes to consumption behaviour

74% of consumers identify word of mouth and the information found on the web as key drivers when they are evaluating a potential purchase. The online, breaks down the walls of shops, exponentially increasing the contact points between companies and potential customers.


Cavanna Group

#2 Companies and organizations must consider digital communication as a primary and strategic resource, capable of creating business opportunities

How to find the right way to communicate your company to be of interest to your audience? Building and managing brand relationships, through the creation of valuable and quality experiences. But not only this, also establishing a brand voice that has character and is memorable, especially in terms of experiences.


#3 Hyperconnected, active and multitasking: these are our interlocutors today

The contemporary user is hyperconnected (a user which is always on), active (they create content, shares it and participate in conversations) and multitasking (they have the ability to insert digital activities into a wider flow of actions, even offline). Who best represents this category of users? Surely the Millennials, those born between the ’80s and 2000, a generation that is passionate about stories and do not trust advertising.

Antonio Menegatti speech
Chiara Centrone - Basil Green Pencil
Federico Oneto on Egoitaliano armchair, Fram model

#4 All companies have a story to tell, you just need to know who to tell and how to tell it.

Everything that a company has done in the past and indeed does every day, represents its narrative capital. The more a company is able to enter deeply into people’s lives through stories, the stronger the relationship will be established, starting long lasting communications. Consumers today choose things based on their emotions and experiences.


#5 Brands must involve their interlocutors on a different level, not just the sale

Modern consumers entrust their purchase choices to brands that represent them on a level of value. The people that buy return value to the brand, sharing its choices. The real goal of marketing will always be the sale, but the involvement of the buyers emotions and values ​​in which a company or a brand believes are essential.


#6 Storytelling is a strategic process with valued construction 

Writing interesting stories and experiences and not using direct advertising is something that is now necessary to get and deserve people’s time and attention. A brand which tells its own stories can define its ambitions, going far  beyond commercial aspirations. This is the reason it is so important to create effective, interesting narrative projects. Stories that are likely to involve the users and move their emotions.

Cristiano Carriero
Antonio Menegatti - our general advisor

#7 The tone of voice used on social media creates the semantic and emotional atmosphere that is necessary for brand communication 

Who are we on social networks? Does our communication approach reflect our value system? Is it in line with our history? Are we speaking the same language as our users or is our communication too resounding? We need to  start with these questions to get the right information that enable us to focus on the tone of voice, both on social networks and other digital communication related contexts.


#8 People no longer trust ads, but they do trust people

Today’s consumer is exposed to a wide variety of advertising messages. This type of hard line advertising has become less popular, bringing confidence in the advertising system to an all-time low. The decision making process should therefore be modulated on the basis of recommendations, relevant content and exchange of information between people. A human-to-human communication system based on the trustability and authority of the person or organisation providing the information or suggestions.

Giulia Grilli speech - my business partner and creative director of CB - The Diary of a Designer
Paola Leo speech - my social media manager
Paola Leo

#9 An influencer is someone who gains the trust of those who follow him (or her) and is able to influence their tastes and choices

How to get seen and heard by users when their attention to advertising messages is at an all-time low? An effective influencer marketing strategy is able to integrate harmoniously with users, getting into their system of interactions, and then it can become an indispensable business opportunity for companies. The challenge is to build emotional involvement without betraying the concrete dynamics, linked to the needs of the market.


#10 The connection between influencer marketing and content marketing is very strong

Content is the medium through which a campaign or an influencer marketing program materializes, it creates value and responds to specific brand goals. An influencer is not a mere reviewer of products but a creator, who through quality content and constant care of his/her fanbase, can increase his/her authority with the reference audience and enrich the brand’s value.

Paola and me on Drum (Cappellini armchair)
Giulia Grilli
From the talk: Livia Grandi and Federico Oneto

I hope these comments are interesting for those of you who still feel a bit lost when talking about social media and storytelling. I also hope that they can be used as a sort of review for those of us in Milan, who attended the lesson and enjoyed the different moments whilst  networking. If you have any questions, please leave me a message in the comments, but first enjoy the short video and some more photos!

Silvia Gorlini, Antonio Menegatti and me
Andrea Antoni, me on Drum (Cappellini armchair)
Akaueb - our web agency
With Meric (Linvisibile)
Fondazione Albini
Camila Caremaschi, Giulia, Cristiano and me

Did you miss this chance to participate in Take your social seriously? Let’s stay in touch, send an email or leave a comment andI will let you know you about our future training dates.


Take your social seriously

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