digital strategy & social media mix – michele polico
DESCRIPTION
Young Digital Lab – Milan, October 4th & 5th 2012TRANSCRIPT
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