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Share what you know, it's good for the economy (and you)

He dreamed of being an economic journalist and sent. Today Gianluca Diegoli does both. His books and his Blog a point of reference for everyone in online marketing.

He dreamed of being an economic journalist and sent. Today Gianluca Diegoli does both, in a certain sense: he writes in a free marketing manner on his blog and goes on a mission within companies to direct them towards the new frontiers of social commerce. a real web guru very much followed on Twitter, and his gives advice with a smile (and lots of study)

by Francesco Marino

a reference point in Italy for online marketing: after the first e-book on the subject (dated 2008) he wrote several books and recently published Social Commerce for Apogeo. Gianluca Diegoli, a degree from Bocconi and an online career, a Web star and a consultant for companies that want to follow a new path in marketing. able to do an essay of economy in 140 characters on Twitter (try to follow it, if you don't believe it: @gluca) and his blog

What did you dream of becoming a kid?

I was a child of the almost-eighty years, in which there was a lot of obliged and made-up information, but above all very little information: a constant of my life has always been the curiosity for anything (except football, perhaps) and for the search for different sources, pull and not push; I reveal that I was leafing through all the Teletext, but above all I still have the app on the iPhone. I had unhealthy passions for economics and geography, probably insinuated by the fact that Il Sole 24 Ore was the only newspaper that came home (my father took it from work), and as a child I dreamed of being a journalist, naturally a mix between a foreign correspondent and a financial reporter from the City. A rather anomalous child, in fact.

Did you somehow make those dreams come true?

Otherwise. I was lucky, thanks to the Internet I can do both: write without asking anyone's permission, without being a journalist, and work on the digital strategies of companies, understand their dynamics, their interactions with people and markets, and analyze their model of business. All this a bit like sending envoys and implies a lot of observation, that the thing that comes to me best.

When did you discover the Internet? Remember the time of the first connection?To keep up with my grueling fixation on finding sources, at the time I already had a parable on the roof, bought by mail order in Germany, and a pirated decoder for Sky (the English one), thanks to which I could see a bit of everything. When the ItaliaOnLine floppies arrived, at the modest price of a few hundred thousand lire a year for a dripping 9.6 kilobit per second connection, I had an illumination: This thing will change the world, don't you think? To my great disappointment, no, they didn't believe it. I realized that I would not follow my fellow Bocconi students in consulting companies or diaper multinationals (and vice versa). They earned a lot more than me, but you can't escape the fate that helps your dreams as a child: a network without filters, without limits, without permits. Very beautifull!

Giancluca Fiegoli – Photo by Alessio Jacona @AlessioJacona

How are we Italians put into online marketing?

Italy in marketing does not excel, especially at the level of SMEs. Two brochures, the office often assigned to the child less productive or more creative (in the sense that he believes himself an artist, but it is necessary to fix them, these children) … A generation of startuppers of the sixties thought that the product alone was enough, and that the marketing was the spot. The marketing culture in Italy is very low, widespread. We are not talking about retail trade. Online marketing therefore suffers from this gap. We are light years away from the US but also from the UK, Germany and France.

Lists work on the Web, right? So let's make a list: 5 things a company should never do if it wants to succeed online today.

Use your own internal dialect Ignore the mobile Do not listen to online feedback continuouslyListen too much to the legal officeDo not involve your employees

We must not be negative we make another list: 5 tricks that can help a company to emerge on the Web?

Giving knowledgeAnd doing customer care even off-siteReason for real goalsMeasure, measure, measureBefore you emerge, you need to dive!

Are social networks good for companies? Can they be counterproductive?

There are social networks, and they will remain. No one forced to use them, but companies must listen to them if they want to be there in the future. They should have listened to customers even before, for now the customers have the knife on the side of the handle.

Do you use different social networks, which do you prefer?

Facebook for contacts, Twitter for information, Instagram for inspiration, and for the rest c Tumblr (and Pinterest, at times). LinkedIn: I plan to use it more, but I find the interface and interaction tiring.

What was the best tweet you received?

No one in particular. For I often receive emails from people who say they found inspiration in something I wrote, or thank me for some advice I had given previously (and which I had obviously forgotten). I firmly believe in this theory of gift, a kind of karma by which the more you share what you know, the more you will reap with interests.

Does the Internet change your life?

I don't know if the boys born since 2000 realize it, maybe not and rightly so. But for us who have seen the pre-Internet information boredom, I would say yes. The Internet makes your life more 3D, it induces me.

The technological object you prefer?LiPad Mini, definitely. I look at it and still can't believe that there is such a functional, elegant and useful device.