Download Social Media - School of Journalism and Mass Communication

SOCIAL MEDIA
Interactive Media Tactics
2

2 ways to use
social media in your
interactive media plan:
 Unpaid,
 Paid
‘free’
– buying actual ads on social
media 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 is King!
4
Source: Ad Age media news, Sept 12, 2012
Content Creation Skills
5
Wanted: We “need strong hybrids ….
understand technology, but also have a
sense of story and interconnectivity.”




Analytical skills
Communications
Writing
Creative
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
AVEDA
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
Facebook page
AVEDA Website
Marketers can Advertise on Facebook,
Too
7

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.
In fact, the heaviest users of Facebook also spend more $
online than anyone else!
8
Facebook Display Advertising
9


Marketers can buy
space on Facebook, in
addition to having their
own pages
Cost per ads on Facebook
is same as other online ads
 Buy
them on a CPM basis
Facebook Allows you to Target Your
Ads Based on Many Different Factors
10

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
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
Pinterest
16
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 ‘Net
17
More than half of users are 35 and older. About 80% users are
female, comprising the majority of page views.
Pinterest’s Social Commerce Potential: What Brands and Retailers Need to Know. Emarketer, 10/15/2012.
Linking ‘Pin’ Viewing with Buying
18


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!
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
 Internet Sponsorship
 Internet Keywords
 Internet Target Sites

6,000/month/site
17,550/month/site
29,250/month/site
102,375/month/site
MOBILE
Core Benefits: Any Time, Any Where
22
Smart Phone Usage is Exploding
23
Source: Pew
Internet Project; 13
Who are “Internet Cell Phone Users”?
24


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
Source: Pew
Internet Project;
June 26, 2012
Possible Mobile “Advertising” Tactics
25

Texting

Mobile Display Advertisements

Mobile Promotions

Mobile Search

Mobile Social
STREAMING VIDEO AND
AUDIO
Emerging: Streaming Video
27


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
28




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
Hulu’s Advertising Model
29

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
Source: Wall Street Journal, Mashable: Jan 27, 2011
Pandora Mobile Explosion
30




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%
Source: Pandora Mobile White Paper, 2010
Pandora User Profile
31

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
Source: Pandora Mobile White Paper, 2010
Pandora is also very Target-able
32


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
Source: Pandora Mobile White Paper, 2010