SOCIAL 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 is King!4

Source: Ad Age media news, Sept 12, 2012

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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In fact, the heaviest users of Facebook also spend more $ online than anyone else!

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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

 

MOBILE

Core Benefits: Any Time, Any Where

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Smart Phone Usage is Exploding

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Source: Pew Internet Project; 13

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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STREAMING VIDEO AND AUDIO

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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