digital strategy & social media mix – michele polico

Digital Strategy& Social Media Mix

Michele Polico

lunedì 8 ottobre 2012

lunedì 8 ottobre 2012

“a way to see something is also a way not to see something

K. Marx

lunedì 8 ottobre 2012

BE NEUTRAL!

lunedì 8 ottobre 2012

lunedì 8 ottobre 2012

lunedì 8 ottobre 2012

Medium is the message... not always!

http://youtu.be/AuKMDJ3QlvQ

lunedì 8 ottobre 2012

A social approach must also include non-social channels

There are no good strategies, just good strategists

lunedì 8 ottobre 2012

Brand

Obiettivi

Ascolto

TatticaAzione

Risultati

Strategy

Environment

lunedì 8 ottobre 2012

The strategy must be generic enough to allow tactical adjustments

Strategy: long-term ideal project

Tactics: adaptation to the situation

lunedì 8 ottobre 2012

lunedì 8 ottobre 2012

lunedì 8 ottobre 2012

Adding a Like button is not a social strategy.

lunedì 8 ottobre 2012

The Social World has completely changed the way of thinking about business, marketing and communication.

It also influences the objectives set by the marketing creativity.

lunedì 8 ottobre 2012

If creativity that doesn’t take advantage of the fact that every person nowadays is a medium it can’t be effective,

at the time of the Social World

Test purchaseTop of mind

Loyalty

ConversationWord of mouth

lunedì 8 ottobre 2012

Imagine the stories you want to tell your customers and make sure that

everything is built in order to pass them

lunedì 8 ottobre 2012

lunedì 8 ottobre 2012

“The tragedy in life is not to achieve the objectives: it’s not to have

B. Mays

lunedì 8 ottobre 2012

Social Media Marketing puts the relationship as a strategic objective of the business

lunedì 8 ottobre 2012

1) The creation of the relation(advertising, viral marketing, social plugins, social media monitoring, PR...)

2) The manteinment of the relation(social media calendar, social media policy, social CRM...)

A Social Media Marketing strategy must therefore predict two moments:

lunedì 8 ottobre 2012

Half the money I spend on advertising is wasted; the trouble is I don't know which half

J. Wanamaker“lunedì 8 ottobre 2012

} }Target

}Budget

Performance

lunedì 8 ottobre 2012

Now I'll tell you a secret

lunedì 8 ottobre 2012

There’s no good digital campaign without a good media budget.

lunedì 8 ottobre 2012

However beautiful the strategy, you should occasionally look at the results

W. Churchill“lunedì 8 ottobre 2012

Cost effective Measurable

Solid

lunedì 8 ottobre 2012

But how to measure ...

lunedì 8 ottobre 2012

I believe that God created the Internet so we could fail faster

A. Kaushik“lunedì 8 ottobre 2012

Thanks!

lunedì 8 ottobre 2012