Digital strategy & social media mix – Michele Polico
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Digital strategy & social media mix – Michele Polico

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

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

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    Digital strategy & social media mix – Michele Polico Digital strategy & social media mix – Michele Polico Presentation Transcript

    • Digital Strategy & Social Media Mix Michele Policolunedì 8 ottobre 2012
    • lunedì 8 ottobre 2012
    • “ a way to see something is also a way not to see something K. Marxlunedì 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/AuKMDJ3QlvQlunedì 8 ottobre 2012
    • A social approach must also include non-social channels There are no good strategies, just good strategistslunedì 8 ottobre 2012
    • Obiettivi Risultati Ascolto Brand Strategy Azione Tattica Environmentlunedì 8 ottobre 2012
    • The strategy must be generic enough to allow tactical adjustments Strategy: long-term ideal Tactics: adaptation to the project situationlunedì 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
    • 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
    • Imagine the stories you want to tell your customers and make sure that everything is built in order to pass themlunedì 8 ottobre 2012
    • lunedì 8 ottobre 2012
    • “ The tragedy in life is not to achieve the objectives: it’s not to have B. Mayslunedì 8 ottobre 2012
    • Social Media Marketing puts the relationship as a strategic objective of the businesslunedì 8 ottobre 2012
    • 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
    • “ Half the money I spend on advertising is wasted; the trouble is I dont know which half J. Wanamakerlunedì 8 ottobre 2012
    • Budget } } } Performance Targetlunedì 8 ottobre 2012
    • Now Ill tell you a secretlunedì 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. Churchilllunedì 8 ottobre 2012
    • Solid Cost effective Measurablelunedì 8 ottobre 2012
    • But how to measure ...lunedì 8 ottobre 2012
    • “lunedì 8 ottobre 2012 I believe that God created the Internet so we could fail faster A. Kaushik
    • Thanks!lunedì 8 ottobre 2012