Social Media 2 Interactive Media Tactics

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Social Media 2 Interactive Media Tactics

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Social Media



Interactive Media Tactics

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

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!!!


Content is King!


Lives across all points of consumer contact


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

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.



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

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


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 Data



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 incentives


Advertising on Twitter

There are 2 main ways to do paid ads on Twitter:

Promoted accountsPromoted 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 followerCan ‘bid’ to the be promoted account – bigger bid winsCan 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 followersCan 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.


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.




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.


Usages Mirrors Overall ‘Net


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 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.


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 explained 




Core Benefits: Any Time, Any Where



Smart Phone Usage is Exploding


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 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

Text Messaging

Mobile Display AdvertisementsMobile PromotionsMobile SearchMobile Social



Streaming video and audio



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 2017


And Growing Fast



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, 2011


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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