Marrying Traditional Media and Social Media Strategies to Reach Students
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Feeling overwhelmed by Social Media? Trying to find new ways to incorporate Social Media outlets into your current marketing plans, but not sure how to do it? Learn how to reach potential students by marrying a strategic Social Media plan with a targeted Traditional Media campaign that will maximize engagement and increase awareness. We’ll discuss rationale, key benefits, pitfalls and tactics for this integrated approach.
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Marrying Traditional Media and Social Media Strategies to Reach Students
- 1. MARRYING TRADITIONAL MEDIA AND SOCIAL MEDIA STRATEGIES To Reach Potential Students October 13, 2014 NCMPR Conference
- 2. RESEARCH Share A Coke Campaign Overview • Swapped Coke name with top 250 Teen and Millennial names • Created personalized bottles and share on FB, Tumblr, Twitter, Instagram • Incorporated hashtag #ShareaCoke – users could be featured in Campaign • 500-stop cross-country tour Results • 125,000+ Share a Coke campaign posts shared across digital channels • 96% of sentiments have been positive or neutral; only 5% negative • Increase in brand lift of 11.8%
- 3. RESEARCH Social Media Defined I Know What it is, but How Do I Define it? • Social Media Marketing: The process of gaining traffic or attention through social media sites • Paid Media vs. Earned Media: Traditional communications you buy vs. exposure earned through word of mouth/social channels • Engagement: Interaction between a company/brand and its audience Why Use Social Media? • The Benefits: Cost-effective, immediate, creates engagement • The Brand: Recognition, loyalty, humanize, authority • The Customer: Brand advocates, insights, customer service Popular Social Media Sites:
- 4. RESEARCH How do Adults Consume Media/Content? *Online Media is defined as all online, mobile, and other non-mobile connected-device activities, such as video streamed over-the-top services. Source: eMarketer Apr’14 The avg. Adult spends more than 5 hours Inc. of 50% Online per day with Mobile: Be Mobile-ready The avg. Adult spends just under 1-1/2 Hours per day with Radio Time spent with TV declined slightly since 2013
- 5. RESEARCH Shifts in Social Media Use by Students Source: 2014 Social Admissions Report
- 6. RESEARCH Social Media and College Research Source: 2014 Social Admissions Report 31% of Students search for specific #hashtags related to their college search
- 7. RESEARCH Source: 2014 Social Admissions Report
- 8. RESEARCH New Advertising Funnel Source: Blue Onion Digital, 2012
- 9. SOCIAL MEDIA How to Implement a Social Media Campaign? Integrate Social Media into Traditional Media • Use mass reach/traditional media as a social driver • Utilize traditional creative assets on social sites, or repurpose • Use SM conversations as part of marketing campaign • Use SM to extend the conversation • Respond with traditional media Let Traditional Media spread the message; capture feedback with Social Media
- 10. SOCIAL MEDIA How to Implement a Social Media Campaign? Start With the Basics • Create plan & develop relevant content • Establish common “voice” • Develop rapport with students • Post Video content to YouTube, Facebook, Twitter, Vine • Upload images to Instagram • Post and respond • Acknowledge your fans & don’t ignore your critics
- 11. SOCIAL MEDIA Sample Traditional and Social Media Plan 2015 January February March April May June Media 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 Video Television - ABC, NBC, CBS, FOX Cable Television MTV, TBS, TNT, USA, VH1, ESPN, TLC, FOOD YouTube.com A25-54 target Hulu.com Target network finale episodes Radio Terrestrial Radio AC, Rock, CHR, Country Digital Radio Pandora, iHeart, Spotify Out-of-Home Digital Billboards Location #493, #748, #645 Mall Displays Mall #284, Mall #540 Newsprint & Online Newspaper Quarter page Eblast Events * * * * Home Page Takeover SEM Google Paid Search (Text Ads) Social Media Facebook.com * * * * Twitter.com * * * * Digital Display Local Ad Network Google Display Network
- 12. SOCIAL MEDIA How do we Measure Success? Importance of Establishing Metrics Measuring Engagement • Ratings and IMPs vs. Likes and Follows • Use numbers to measure the masses • Value of going viral • Develop relationships with thought leaders • Love your super fans • Test new tactics and know they may not work
- 13. SOCIAL MEDIA What are the Potential Pitfalls? Overcoming objections • Why is SM important? • Why budget for Paid SM when you can do it for free? • How to justify time/resources? Finding the Right Balance • Right mix of Traditional and Social • Staying true to your Brand Public Relations Implications • Crisis management • Negative posts Manpower • Dedicated staff member • Full-time job
- 14. SOCIAL MEDIA Tips For a Successful Traditional and Social Media Marriage Work Together: Traditional and social synergy Communication: It’s a 2-way street Pay Attention: Listen to your audience Don’t Give Up!: Try new things; don’t be afraid to fail Be True: To your brand, USP, audience
- 15. QUESTIONS? Amy Wisner, EVP, MediaWorks, Ltd. Awisner@medialtd.com Megan Olson, VP, MediaWorks, Ltd. Molson@medialtd.com Download our presentation from SlideShare! Follow us: twitter.com/mediaworksltd facebook.com/mediaworksltd linkedin.com/company/media-works-ltd