text: There is not a particular instance that drove us to the creation of a disaster plan. We are in the lucky majority of social media participants that have had the opportunity to learn from other’s mistakes. It seems very natural to have a disaster plan much like a company would put a business continuity plan in place. The effort is minimal and you can test the process with minor negative comments on Twitter or Facebook.
  Generally speaking, B2B companies are used to talking about features and benefits based on bullet points from a sell sheet. Repurposing this content, verbatim, for a social network is not what most would consider compelling content. At first, we all struggled with this. Now, those social media marketers that have been paying attention to their audience by channel understand what truly resonates.
  DN: Few companies have been able to deliver a consistent experience across all social channels. How have you been able to achieve this?
  Consistency can be interpreted in terms of visual identity or tone of voice. From an overall brand identity perspective, we do have guidelines for tone of voice – essentially that our tone should be friendly and conversational in support of our role as trusted advisors to our customers. However, there’s leeway to ensure that our people can adapt to their audiences. From a visual identity perspective, we have been working to bring all of our channels together under a Sage master brand. Sage is moving to a master brand from a series of product specific brands and our social media channels will absolutely reflect this. In this case, the visual reinforcement of the Sage brand across all of our social media channels will be clear to the visitor.
  Initially, there was skepticism in the B2B space regarding social media marketing activities. Today, the medium as a marketing tool is being embraced and many B2B companies are playing catch-up with B2C firms. The mix of individual channels is not always the same across B2B and B2C. For example, LinkedIn is an excellent source of referral traffic for many B2B firms. Conversely, Facebook is the largest source of referral traffic for B2C companies.
  
  The Italian house of Bvlgari now owned by the French group LVMH since 2011, was originally founded in 1884 by a Greek goldsmith named Sotirios Voulgaris who Italianized his name for the matter. The Eye of Jewelry tells you how did it all started and why can Bvlgari/Bulgari can be spelt two ways.
  One needs to go back to 1884 to find the origins of the Bvlgari brand. Sotirios Voulgaris was a Greek goldsmith who started out as a jeweler, opening his original shop which can still be seen today in Paramythia, Greece. He then moved to Rome in 1881, and three years later the Bulgari brand was born (as was his second store, in Via Sistina). It’s only in 1910 that Voulgaris started specializing into jewelry creations. Today’s flagship Bulgari store can be found in Via dei Condotti, where it has been trading since it opened in 1905.
  The Bulgari style was initially derived from the inclusion of the finest colored stones in many of the jewelry items. They also quickly became known as a fine jeweler – a creator of the finest and most detailed items available in Italy. Of course, this element of the brand ensured they became well-known throughout the world too.
  While there are many modern Bvlgari pieces to purchase, some may wish to purchase vintage Bvlgari jewelry. As one might imagine, this can be harder to find. The quality and heritage built into the Bvlgari brand has made many older pieces much sought after by collectors and those with a love of vintage jewelry, specially the Serpenti pieces set with gemstones and original tubogas bracelets. Some jewelers and collectors have a selection of second-hand vintage items from the range. It is important to find a source you can rely on that is well-established in the vintage jewelry industry. They may be able to source vintage items bearing the Bvlgari name for you.
  Many ponder over the spelling of the Bulgari name. Why is it seen as both Bulgari and Bvlgari? In truth, the company name is Bulgari, which is the phonetic way the founder’s name Voulgaris is spelled in Italian. Since that is the birthplace of Bulgari, that is how the name began. When you see Bvlgari – or BVLGARI, as it is often seen – this is the logo for the company. It also appears in this form on the jewelry, such as the items in the B.Zero1 ring collection. The reason a V is used in place of a U is because the Roman alphabet shows it as such – yet another link to the history of the company.