Marrying Traditional Media and Social Media Strategies to Reach Students
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MARRYING TRADITIONAL MEDIA AND SOCIAL MEDIA STRATEGIES To Reach Potential Students October 13, 2014 NCMPR Conference
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Feeling overwhelmed by Social Media? Trying to find new ways to incorporate Social Media outlets into your current marketing plans, but not sure how to do it? Learn how to reach potential students by marrying a strategic Social Media plan with a targeted Traditional Media campaign that will maximize engagement and increase awareness. We’ll discuss rationale, key benefits, pitfalls and tactics for this integrated approach.
Transcript of 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, [email protected]
Megan Olson, VP, MediaWorks, [email protected]
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