Digital strategy & social media mix – Michele Polico

Digital Strategy& Social Media Mix

Michele Polico

lunedì 8 ottobre 2012


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

K. Marx


BE NEUTRAL!




Medium is the message... not always!

http://youtu.be/AuKMDJ3QlvQ




A social approach must also include non-social channels

There are no good strategies, just good strategists


Brand

Obiettivi

Ascolto

TatticaAzione

Risultati

Strategy

Environment


The strategy must be generic enough to allow tactical adjustments

Strategy: long-term ideal project

Tactics: adaptation to the situation




Adding a Like button is not a social strategy.


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.


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


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

everything is built in order to pass them



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

B. Mays


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


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:


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


Now I'll tell you a secret


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


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

W. Churchill“lunedì 8 ottobre 2012

Cost effective Measurable

Solid


But how to measure ...


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

A. Kaushik“lunedì 8 ottobre 2012

Thanks!


Business

Digital strategy & social media mix – Michele Polico