Carlo Dragonetti, Head of Digital & Communications at the Italian Trade Agency, speaks with Matthieu David-Experton about communicating online, supporting Italian companies in China, and insights on how to be an Ambassador for Italy on T-Mall.

Highlights of this episode include:

4:16 Origins of Carlo’s speech that went viral through Weibo

9:27 What you have to do as a KOL after going viral

10:11 Opportunity from gaining fame/going viral in China

13:45 Support of Italian companies at the Italian Trade Agency

18:05 Italian Trade Agency’s online campaigning

23:55 Tools that work best for the Italian Trade Agency

28:04 Leveraging interaction offline to online

31:43 Handling the identity of a nation during promotions

More about the Italian Trade Agency: https://www.ice.it/en/

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