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


Obiettivi

Risultati Ascolto

Brand

Strategy Azione Tattica

Environment


The strategy must be generic enough to
allow tactical adjustments

Strategy: long-term ideal Tactics: adaptation to the
project 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.


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
Conversation


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


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...)


“
Half the money I spend on advertising is wasted;
the trouble is I don't know which half
J. Wanamaker


Budget

} } }
Performance Target


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


Solid

Cost effective Measurable


But how to measure ...


“
I believe that God created the
Internet so we could fail faster
A. Kaushik

Thanks!


Digital strategy & social media mix – Michele Polico

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Digital strategy & social media mix – Michele Polico