TV. Digital. Radio. Social. All great media channels, and opportunities, to reach audiences. But how do they fit together? Join Jay Dolan, Senior Social Media Strategist, and Maria Walker, Media Supervisor, as they share 10 tips for integration.
Jay and Maria
What would be more effective - Pushing the same message in all channels or customizing the role of each channel, and the message, to fully leverage the power and limit the weakness of each channel? If the correct answer of customizing the role of each channel seems obvious to you then you are ahead of the game, but surprisingly people are not integrating everyday. Events such as SuperBowl Sunday where you see all kinds of TV spots encouraging you to tweet and contests being announced through various channels are anomalies and not every day occurrences.
But moving forward if you integrate social media into your campaigns you can connect with customers and prospects in ways that traditional advertising and PR cannot.
Benefits of Social Media
Low cost of entry
Unlimited access
Global reach
Relationship builder
Trustworthy
Measurable
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Maria
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Maria
Jay
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Maria
Ensure you get the customers permission to use their message.
Maria
Desk.com highlights customer testimonials that rotate through their homepage.
Jay
Maria
Bella was the grand-prize winner of the 1-800-PetMeds® 2011 Cutest Pet Contest that ran in August 2011 and was awarded lead role in the latest PetMeds® commercial. The Cutest Pet Contest hosted by PetMeds® receives thousands of contestants each year, and the 2011 contest was no exception. The contest ran on the PetMeds® Facebook page and each contestant received votes from their family, friends and peers. Bella was chosen as the cutest pet and has become a huge sensation with pet lovers everywhere. Owners of pet contestants can submit their pet's cutest picture through social media venues like Facebook, or through Twitter and Instagram, by using hashtag, #PetMedsTVStar. In addition, submissions can be made through contest.1800petmeds.com.
Jay
TV Targeting allows you to combine your traditional and social media efforts. By targeting people who are talking about and like specific TV shows, you can create a second screen experience with your traditional media buy.
Jay
Maria
In the early 2000s, Dove executives began looking for a way to revive a brand that was being overshadowed by other companies. Their PR agency, conducted a study of more than 3,000 women in 10 countries in order to learn about women's priorities and interests. When it reported that only 2 percent of the women interviewed considered themselves beautiful, the executives at Dove saw an opportunity to start a conversation about beauty.
Dove's first steps in the Campaign For Real Beauty included "Tick Box" billboards, which debuted in Canada and spread across the United States and United Kingdom. The outdoor billboards featured images of women with two tick-box options next to them such as "fat or fit?" and "grey or gorgeous?“ Passersby could text their vote to a listed number, and the percentages appeared next to the image on the billboard.
Jay
Jay
IBM apologized Monday for trying to appeal to women in tech by asking them to hack hair dryers.
The company said it would discontinue #HackAHairDryer, an ad campaign that unintentionally delivered the unfortunate message that if you want women to be interested in tech you need to make it all about "girl stuff." The whole thing came off like corporate "pinkwashing," the adult equivalent of pink Legos. Twitter outrage came quickly, particularly from women in tech -- the intended audience for the campaign.
Jay
Jay
Volkswagen responded quickly with promoted posts on their social media efforts, and
Maria
Lenovo ThinkStations participates in discussions for conference before, during and after events, driving traffic to their booth and engagement with professionals who follow along at home.
