social media. 2 interactive media tactics 2 ways to use social media in your interactive media...
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Interactive Media Tactics
2 ways to usesocial media in yourinteractive media plan:
Unpaid, ‘free’
Paid – buying actual ads on socialmedia sites
Success in Unpaid Social Media Know when and how to find and talk with
your audience
Engage in 2 – way communications (NOT one way)
Integrate marketing messages from social media in to all other forms of your marketing mix
Create Awesome Content!!!
Content Creation Skills
Wanted: We “need strong hybrids …. understand technology, but also have a
sense of story and interconnectivity.”
Analytical skills Communications Writing Creative
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Source: Ad Age media news, Sept 12, 2012
Principles for leveraging Facebook Follow marketing message (pictures,
language, etc.) Network and interact with those who view
profile Integrate with other social media platforms
AVEDA does successfully leverage these principles Follows their marketing message of being
environmentally friendly. Pictures of products, places they get ingredients, and ask people to write reviews of their AVEDA experience
Network with customers of their products as well as salon/spas that carry their products. Also connect to celebrity hairstylists that recommend AVEDA
Have their own website, Twitter and YouTube Channel which all follow the same marketing message and strategy
AVEDA Facebook page
AVEDA Website
Marketers can Advertise on Facebook, Too
The “value” of Consumers who “Facebook” is very high to Advertisers. Affluent Facebook users spend the most time on Facebook and on the internet, in general.
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Facebook Display Advertising Marketers can buy
space on Facebook, inaddition to having theirown pages
Cost per ads on Facebookis same as other online ads Buy them on a CPM basis
Facebook Allows you to Target Your Ads Based on Many Different Factors
Location By State or Province, or by City
Sex and Orientation Age and Lifestyle Cluster Keywords
By any key activity word found in profiles Education
College grad, in college, in high school Freshman, sophomore, junior, senior Specific colleges
Workplace Relationship status: Single, In a relationship, Engaged, Married Relationship interests: Men, Women And much, much more about what they are posting, reading, and
messaging
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Twitter’s Role in Marketing
Brand awareness
Customer Service: track conversations, respond to complaints and requests
Promote your product – even offer exclusive deals and contest
Increase Sales
Advertising on Twitter
There are 2 main ways to do paid ads on Twitter:
Promoted accounts
Promoted tweets
Promoted Accounts
Promoted accounts are the “first results that come up in searches” and in the “Who to Follow section” For example: I follow Southwest airlines.
United Airlines knows that. They pay Twitter to promote the United account in the Who to follow” section.
On average, it costs $2.50 to $4.00 per follower Can ‘bid’ to the be promoted account –
bigger bid wins Can set a budget, so don’t overspend
Promoted Tweets
Marketers pay to have a greater ‘reach’ or distribution of a regular tweet, sent to more people
More people than just your current followers
Can be used to generate new followers, drive behavior, or increase awareness
Principles for leveraging Twitter:
Knowing when and how to interact with your audience.
Creative Content: Video, Image, Facts, Questions
Integrated Marketing continues the conversation.
Evans, L. (2010). Social media marketing. Indianapolis, Indiana: QUE.
Pinterest16
Launched March 2010, growing to more than 10 Million Users in 2 Short Years: the fastest growing site - EVER.
Pinterest’s Social Commerce Potential: What Brands and Retailers Need to Know. Emarketer, 10/15/2012.
Usages Mirrors Overall ‘Net17
Pinterest’s Social Commerce Potential: What Brands and Retailers Need to Know. Emarketer, 10/15/2012.
More than half of users are 35 and older. About 80% users are female, comprising the majority of page views.
Linking ‘Pin’ Viewing with Buying Fewer users than Twitter or Facebook, but they are valuable
Spend more per session and buy more items each time they buy
More likely to share their experiences with brands Home goods, apparel and accessory retailers are benefiting!
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Pinterest’s Social Commerce Potential: What Brands and Retailers Need to Know. Emarketer, 10/15/2012.
Chobani on Pinterest• Principles for leveraging Pinterest • Don’t just promote. Showcase the brand lifestyle.
• However, Pinterest has a policy against using the site for direct marketing, advertising, or sales, work within this framework.
– “Create group pin-boards and crowdsource.”
– “Offer valuable information.”
• Chobani does a lot of things well on Pinterest.– Variety of subjects reflecting Chobani’s healthy
lifestyle through boards dedicated to fitness, general wellness and nutrition, healthy recipes.
– “Insta-piration” board and #chobanipowered hashtag used to crowdsource.
– Provides valuable information, like how to use Chobani to eat healthier, as well as information about living a healthy lifestyle in general
– Diverse Content –variety of image types (pictures, text, infographics), as well as videos.8
For Your Project To keep things simple for final project,
work with the following assumptions for Social Media: Having a brand page on Facebook, Twitter
and/or Pinterest are free Facebook, Twitter or Pintrest Advertising:
Internet Banner Ad 6,000/month/site
Internet Sponsorship 17,550/month/site
Internet Keywords 29,250/month/site Internet Target Sites
102,375/month/site
Who are “Internet Cell Phone Users”? More than half of ‘younger adults’ go online with their cell
phones: 18-24: 75% 25-34: 80% 35-44: 68%
Other consumer skews: ‘2/3 of Black and Latino users’ go online with their cell
phones Still very urban, although rural usage is skyrocketing Higher income and well-educated consumers are more
likely to go online with their cell phones
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Source: Pew Internet Project; June 26, 2012
Possible Mobile “Advertising” Tactics
Texting
Mobile Display Advertisements
Mobile Promotions
Mobile Search
Mobile Social
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Emerging: Streaming Video
Ads placed within streaming video content on the internet Free, online video content Video ads are placed generally within the content of the TV show
or movie
Small now, but growing opportunity as premium broadcast content and user generated content grows About $1 billion was spent on online video ads in 2007 Expected to triple by 2010
Cost of Ads in Streaming Video Cost per thousand (CPM) is the most common way for an
advertiser to buy ads in streaming video content
According to StarCom MediaVest, the average CPM for an ad within streaming video content is about $30 - $35 CPM Chris Wexler, Campbell Mithun: very limited inventory
available right now in streaming video, due to so many advertisers.
To buy it, it is based on the “thousands of impressions” delivered by the particular show within that particular site
The thousands of impressions vary based on the program’s quality and additional targeting capabilities
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Hulu’s Advertising Model
Hulu gets double the CPMs of broadcast television because: Fewer ads per hour Can’t fast-forward through the ads Offers an active, “lean forward” experience
rather than a passive, “lean back” experience
Hulu ads are also among the best-testing ads in terms of recall
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Source: Wall Street Journal, Mashable: Jan 27, 2011
Pandora Mobile Explosion
More than half of all Pandora usage comes from mobile
Pandora – in the top 3 Apple apps, and top 5 Android/Blackberry apps
Pandora app is used 11 times per month – higher than most apps
Minimal overlap between online/desktop and mobile – just 10%
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Source: Pandora Mobile White Paper, 2010
Pandora User Profile More affluent
More educated
Employed
For now, skewed male and younger, but as smart phones continue to grow this is expected to diminish
High impact on urban and ethnic audiences – may be the primary way that these groups access the internet
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Source: Pandora Mobile White Paper, 2010
Pandora is also very Target-able Via the user, through their sign-up profile By the type of device:
iPhones: early adopter 25 to 34 year olds iTouch: kids, teens and college students Blackberry: 35-54 business-oriented Android: more male and younger than
iPhone Geographic: register via their zip code Genre: type of music
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Source: Pandora Mobile White Paper, 2010