Costruire e difendere la reputazione aziendale online - Michele Polico
Digital strategy & social media mix – Michele Polico
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Digital Strategy& Social Media Mix
Michele Polico
lunedì 8 ottobre 2012
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lunedì 8 ottobre 2012
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“a way to see something is also a way not to see something
K. Marx
lunedì 8 ottobre 2012
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BE NEUTRAL!
lunedì 8 ottobre 2012
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lunedì 8 ottobre 2012
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lunedì 8 ottobre 2012
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Medium is the message... not always!
http://youtu.be/AuKMDJ3QlvQ
lunedì 8 ottobre 2012
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A social approach must also include non-social channels
There are no good strategies, just good strategists
lunedì 8 ottobre 2012
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Brand
Obiettivi
Ascolto
TatticaAzione
Risultati
Strategy
Environment
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The strategy must be generic enough to allow tactical adjustments
Strategy: long-term ideal project
Tactics: adaptation to the situation
lunedì 8 ottobre 2012
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lunedì 8 ottobre 2012
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lunedì 8 ottobre 2012
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Adding a Like button is not a social strategy.
lunedì 8 ottobre 2012
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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
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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
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Imagine the stories you want to tell your customers and make sure that
everything is built in order to pass them
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“The tragedy in life is not to achieve the objectives: it’s not to have
B. Mays
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Social Media Marketing puts the relationship as a strategic objective of the business
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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:
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Half the money I spend on advertising is wasted; the trouble is I don't know which half
J. Wanamaker“lunedì 8 ottobre 2012
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} }Target
}Budget
Performance
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Now I'll tell you a secret
lunedì 8 ottobre 2012
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There’s no good digital campaign without a good media budget.
lunedì 8 ottobre 2012
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However beautiful the strategy, you should occasionally look at the results
W. Churchill“lunedì 8 ottobre 2012
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Cost effective Measurable
Solid
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But how to measure ...
lunedì 8 ottobre 2012
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I believe that God created the Internet so we could fail faster
A. Kaushik“lunedì 8 ottobre 2012
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Thanks!
lunedì 8 ottobre 2012