Digital Media Marketing @ #MasterMIBS Contact us to keep more information: kristina.rakic@unipd.it - fiorenza.belussi@unipd.it

1. Social Media Marketing &
Internationalization with Master MIBS

2. The Evolution of Marketing Communication

3. The Web Marketing Process
Source: Arnie Kuenn, ”Web
Analytics to Measure Your Content
Marketing Progress”,
www.verticalmeasures.com

4. Web strategy architecture
Web-Site
POSITIONING
SERP
Organic
Content management
and SEO techniques
Sponsored
Advertising e
remarketing
DIFFUSION
Link popularity
ORGANIC
Buzzing blog,
forum e social
network
MANAGED
Link building
Referal marketing
Newsletter
Email marketing
Company

5. The Social Media Revolution

6. The structure of an integrated digital
marketing campaign

7. Social Media Zones

8. Social Media Zones: Vehicles

9. Rented
Media Ownership and
Social Media
Paid
OwnedEarned

10. Types of Media
Zone Paid Media Earned Media Owned Media
Social community Ads Conversations,
Shared content,
Influence
impressions,
Likes, fans
Controlled profiles
Social publishing Endorsements,
Branded channels
Embeds,
comments,
shares, links,
search rankings
Corporate blogs,
branded media
sharing sites
Social
entertainment
Social game ads In-game
interactions
Advergames,
branded Alternate
Reality Game
ARGs Ingress
Social commerce Sales promotions Reviews/ratings
Referrals
Group buys
Social shopping
Social storefronts

11. Linking All Media Forms

12. Building an Integrated Digital
Media Strategy

13. Social Media Business Modelling

14. What Are The Steps in Social Media Marketing Planning?
• Conduct a situation analysis
• State objectives
• Gather target audience insight
• Select social zones and vehicles
• Create an experience strategy
• Establish an activation plan
• Execute and measure campaign

15. Things To Keep In Mind
• A plan__________
– Tells a story
– Identifies the characters, place and time
– Tells how current situation came to be
– Defines what must happen for a good outcome
– Establishes challenges and what must be done to
overcome
– Clarifies the desired outcome
– Specifies measures of success (metrics!)

16. Good Plan Characteristics
• Understands the marketplace
• Establish clear measurable objectives
• Define performance targets
• Identify a customer group
• Explains what customers want
• Develops strategies tied to objectives
• Includes measurement plan

17. Steps to Social Media Haven
• Step 1: Situation analysis;
• Step 2: Objectives and budgeting;
• Step 3: Gather Target Audience Insights;
• Step 4: Select Social Zones;
• Step 5: Develop an experience strategy;
• Step 6: Activation Plan;
• Step 7: Measure and Manage;