Digital strategy & social media mix – Michele Polico

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Young Digital Lab – Milan, October 4th & 5th 2012

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Digital strategy & social media mix – Michele Polico

  1. 1. Digital Strategy & Social Media Mix Michele Policolunedì 8 ottobre 2012
  2. 2. lunedì 8 ottobre 2012
  3. 3. “ a way to see something is also a way not to see something K. Marxlunedì 8 ottobre 2012
  4. 4. BE NEUTRAL!lunedì 8 ottobre 2012
  5. 5. lunedì 8 ottobre 2012
  6. 6. lunedì 8 ottobre 2012
  7. 7. Medium is the message... not always! http://youtu.be/AuKMDJ3QlvQlunedì 8 ottobre 2012
  8. 8. A social approach must also include non-social channels There are no good strategies, just good strategistslunedì 8 ottobre 2012
  9. 9. Obiettivi Risultati Ascolto Brand Strategy Azione Tattica Environmentlunedì 8 ottobre 2012
  10. 10. The strategy must be generic enough to allow tactical adjustments Strategy: long-term ideal Tactics: adaptation to the project situationlunedì 8 ottobre 2012
  11. 11. lunedì 8 ottobre 2012
  12. 12. lunedì 8 ottobre 2012
  13. 13. Adding a Like button is not a social strategy.lunedì 8 ottobre 2012
  14. 14. 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
  15. 15. Test purchase Top of mind Loyalty 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 Word of mouth Conversationlunedì 8 ottobre 2012
  16. 16. Imagine the stories you want to tell your customers and make sure that everything is built in order to pass themlunedì 8 ottobre 2012
  17. 17. lunedì 8 ottobre 2012
  18. 18. “ The tragedy in life is not to achieve the objectives: it’s not to have B. Mayslunedì 8 ottobre 2012
  19. 19. Social Media Marketing puts the relationship as a strategic objective of the businesslunedì 8 ottobre 2012
  20. 20. A Social Media Marketing strategy must therefore predict two moments: 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...)lunedì 8 ottobre 2012
  21. 21. “ Half the money I spend on advertising is wasted; the trouble is I dont know which half J. Wanamakerlunedì 8 ottobre 2012
  22. 22. Budget } } } Performance Targetlunedì 8 ottobre 2012
  23. 23. Now Ill tell you a secretlunedì 8 ottobre 2012
  24. 24. There’s no good digital campaign without a good media budget.lunedì 8 ottobre 2012
  25. 25. “ However beautiful the strategy, you should occasionally look at the results W. Churchilllunedì 8 ottobre 2012
  26. 26. Solid Cost effective Measurablelunedì 8 ottobre 2012
  27. 27. But how to measure ...lunedì 8 ottobre 2012
  28. 28. “lunedì 8 ottobre 2012 I believe that God created the Internet so we could fail faster A. Kaushik
  29. 29. Thanks!lunedì 8 ottobre 2012

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