BTC, the only Italian exhibition dedicated to events, meetings, conventions and incentive programs, includes a highly topical educational seminar this year at Fortezza da Basso in Florence, from Nov. 11-12.
The seminar “Communicating in China and Russia by using local search engines and social networks: the cross-cultural approach” is organized by Emanuele Vitali, sales and marketing director of East Media, a company that specializes exclusively in digital marketing in Asia and 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 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, 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 analyze the specific digital environment of China and Russia. It explores 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, such as how to use these engines and social networks and how to formulate effective brand communication. It takes 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.
This BTC seminar is aimed at both supply-side meeting and incentive operators 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.
See related article: “BTC meeting foreign exhibitors’ demand in Italy.”