Marrying Traditional Media and Social Media Strategies to Reach Students

MARRYING TRADITIONAL MEDIAAND SOCIAL MEDIA STRATEGIES To Reach Potential StudentsOctober 13, 2014NCMPR Conference

RESEARCHShare A CokeCampaign 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%

RESEARCHSocial Media DefinedI 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

audienceWhy 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:

RESEARCHHow 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

Online per dayInc. of 50% 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

RESEARCHShifts in Social Media Use by Students

Source: 2014 Social Admissions Report

RESEARCHSocial Media and College Research

Source: 2014 Social Admissions Report

31% of Studentssearch for specific #hashtags related to their college search

RESEARCH

Source: 2014 Social Admissions Report

RESEARCHNew Advertising Funnel

Source: Blue Onion Digital, 2012

SOCIAL MEDIAHow 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

SOCIAL MEDIAHow 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

SOCIAL MEDIASample Traditional and Social Media Plan

Media 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8

VideoTelevision - ABC, NBC, CBS, FOXCable TelevisionMTV, TBS, TNT, USA, VH1, ESPN, TLC, FOODYouTube.comA25-54 targetHulu.comTarget network finale episodes

RadioTerrestrial RadioAC, Rock, CHR, CountryDigital RadioPandora, iHeart, Spotify

Out-of-HomeDigital BillboardsLocation #493, #748, #645Mall DisplaysMall #284, Mall #540

Newsprint & OnlineNewspaperQuarter page Eblast Events * * * *Home Page Takeover

SEMGooglePaid Search (Text Ads)

Social MediaFacebook.com * * * *Twitter.com * * * *

Digital DisplayLocal Ad NetworkGoogle Display Network

2015May JuneJanuary February March April

SOCIAL MEDIAHow 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

SOCIAL MEDIAWhat 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

SOCIAL MEDIATips 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

QUESTIONS?Amy Wisner, EVP, MediaWorks, Ltd.Awisner@medialtd.com

Megan Olson, VP, MediaWorks, Ltd.Molson@medialtd.com

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