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Going Social with Food

Job Digital Lab

Going Social with Food

Going Social with Food

Job Digital Lab at the International Pizza Fair in Naples

Apicius, a first-century Roman gourmand, said that we first eat with our eyes. And research agrees. Our appetite often orients us towards the food we find most attractive. Only that our shop windows have become digital. We live in the era of snap and eat. We are inspired by the content we find on social media. So, it is obvious that food companies must strategically present themselves on-line, because “that is where you really meet a lot of people.”

According to the most recent We Are Social Report, on on-line behaviour and habits, nearly 75% of Italians is active on social media (ca. 44 million people). The main reason that people check and participate in on-line conversations are related to information, keeping in contact with friends and relatives, and entertainments (all over 40%).  Then, come interest in things to do or products to buy. The digital dimension allows users and companies to amplify and nourish a relation of trust, even with young people. According to a 2022 survey conducted by Calicantus, an expert in food e-commerce, food content on social media have strengthened, after the pandemic, their influence and orient purchase choices, especially with Gen Z. Research indicates that 82% of Zoomers has interacted with posts dedicated to food, even after 2020, while 70% has been inspired to try a new snack; 47% have followed fashion promoted on-line and 45% has become curious about sensory food.

To introduce local companies to the adoption of these tools, Job Digital Lab, the programme developed by the Fondazione Mondo Digitale and ING Italia to develop digital skills, alights in Naples for an educational event organised in collaboration with the Confederazione nazionale dell’Artigianato e della piccola e media impresa (CNA).

The Job Digital Lab meeting, which will be held on Wednesday, May 24, 10:00 am – 1:00 pm in the Conferences and Seminars Hall of “Tutto Pizza Expo” Pavillion 5 at the Mostra d’Oltremare (Viale Kennedy, 54), is dedicated to the discovery of digital and communication strategy to promote companies and reach out to new audiences.

The session will address the following issues:

  • In what narrative ecosystem do we insert our enterprise story?
  • Comunico ergo sum: a story that isn’t told, does not exist.
  • How to identify narrative capital
  • Developing an editorial plan for social networks 

The event will also present practical cases and local success stories as a source of inspiration:  

The Naples event is one of the appointments of the third edition of Job Digital Lab which, between 2020 and 2022, provided training to over 11,000 people in Italy. The training programme, born from the collaboration between ING Italia and the Fondazione Mondo Digitale, aims to promote a greater diffusion of digital skills as a tool for intercepting the opportunities provided by digital transformation. The programme of the third edition is even more ambitious. From October 2022 to June 2023, Job Digital Lab presents custom-tailored training to the needs of people and their communities with the objective of providing innovative resources and tools for both personal and community sustainable growth. The 10-month project aims to train over 8000 people through networking with experts, companies, trade associations, local administrations, public and private organisations, and orientation and employment centres.

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