2 ways to use. social media in your. interactive media plan:. Unpaid, ‘free’. Paid – buying actual ads on social. media sites. Success in Unpaid Social Media. Know when and how to find your audience. ID: 732299
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Interactive Media Tactics
2 ways to use
social media in your
interactive media plan:
Paid – buying actual ads on social
Success in Unpaid Social Media
Know when and how to find your audience
Engage in 2 – way communications Not just talking to them, but listening as wellIntegrate marketing messages from social media in to all other forms of your marketing mixCreate Awesome Content!!!Slide4
Content is King!
Lives across all points of consumer contactSlide5
Content Creation Skills
Wanted: We “need strong hybrids ….
understand technology, but also have a sense of story and interconnectivity.”Analytical skills CommunicationsWritingCreative
Principles for leveraging Facebook
Follow marketing message (pictures, language, etc.)
Network and interact with those who view profileIntegrate with other social media platformsAVEDA does successfully leverage these principlesFollows their marketing message of being environmentally friendly. Pictures of products, places they get ingredients, and ask people to write reviews of their AVEDA experienceNetwork with customers of their products as well as salon/spas that carry their products. Also connect to celebrity hairstylists that recommend AVEDAHave their own website, Twitter and YouTube Channel which all follow the same marketing message and strategy, provide incentives, foster relationship
AVEDA Facebook page
Marketers can Advertise on Facebook, Too
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!
Facebook Display Advertising
Marketers can buy
space on Facebook, in
addition to having their
Cost per ads on Facebook
is same as other online ads
Buy them on a
Facebook Allows you to Target Your Ads Based on Many Different Factors
By State or Province, or by CitySex and OrientationAge and Lifestyle ClusterKeywordsBy any key activity word found in profilesEducationCollege grad, in college, in high schoolFreshman, sophomore, junior, seniorSpecific collegesWorkplaceRelationship status: Single, In a relationship, Engaged, MarriedRelationship interests: Men, WomenAnd much, much more about what they are posting, reading, and messaging
Download Your DataSlide12
s Role in Marketing
Brand awareness and extended interactionCustomer Service: track conversations, respond to complaints and requestsPromote your product – even offer exclusive deals and contests Increase sales through coupons and incentivesSlide13
Advertising on Twitter
There are 2 main ways to do paid ads on Twitter:
Promoted accountsPromoted tweetsSlide14
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 followerCan ‘bid’ to the be promoted account – bigger bid winsCan set a budget, so don’t overspendSlide15
Marketers pay to have a greater ‘reach’ or distribution of a regular tweet, sent to more people
More people than just your current followersCan be used to generate new followers, drive behavior, or increase awarenessSlide16
Principles for leveraging Twitter:
Knowing when and how to interact with your audience.
Video, Image, Facts, Questions
Integrated Marketing continues
Evans, L. (2010).
Social media marketing
. Indianapolis, Indiana: QUE.Slide17
Visual Sharing Sites
Instagram vs. Pinterest
Instagram is about sharing your own photos, Pinterest is about curation.Instagram is more about revealing, while Pinterest is more about discovering.Instagram’s audience is more diverse, and larger than Pinterest’s. Pinterest’s audience skews female and more affluent Instagram is mainly mobile, while Pinterest in for mobile and desktop use.Slide18
Launched March 2010, growing to more than 10 Million Users in 2 Short Years: the fastest growing site -
Pinterest’s Social Commerce Potential: What Brands and Retailers Need to Know. Emarketer, 10/15/2012.Slide19
Usages Mirrors Overall ‘Net
More than half of users are 35 and older. About 80% users are female, comprising the majority of page views.Slide20
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 buyMore likely to share their experiences with brandsHome goods, apparel and accessory retailers are benefiting!
Pinterest’s Social Commerce Potential: What Brands and Retailers Need to Know. Emarketer, 10/15/2012.Slide21
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.
” board and #
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.
For Your Project
For final project, work with the following assumptions for Social Media:
Having a brand page on Facebook, Twitter and/or Pinterest are freeFacebook, Twitter other Social Advertising cost $ as noted in the project manual. Purchase space and allocate as explainedSlide23
Core Benefits: Any Time, Any Where
Smart Phone Usage is Exploding
Source: Pew Internet Project; 13Slide26
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 phonesStill very urban, although rural usage is skyrocketingHigher income and well-educated consumers are more likely to go online with their cell phones
Possible Mobile “Advertising” Tactics
Mobile Display AdvertisementsMobile PromotionsMobile SearchMobile Social
Streaming video and audioSlide29
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 growsAbout $1 billion was spent on online video ads in 2007Over $13 billion was spent on online video ads in 2017Slide30
And Growing FastSlide31
s Advertising Model
Hulu gets double the CPMs of broadcast television because:Fewer ads per hourCan’t fast-forward through the adsHulu ads are also among the best-testing ads in terms of recall
Source: Wall Street Journal, Mashable: Jan 27, 2011Slide32
Pandora Mobile Explosion
More than half of all Pandora usage comes from mobile
Pandora app is used 11 times per month – higher than most appsTwo million active sessions in 2017Minimal overlap between online/desktop and mobile
Pandora is also very Target-able
Via the user, through their sign-up profile
Basic Demographic CharacteristicsGeographic: register via their zip codeGenre: type of musicBy the type of device
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