Media Strategy and Media Strategy and ManagementManagement

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Geoffrey Graybeal | Jameson Hayes | Amy SindikAcknowledgment: Dr. Ann Hollifield

Industry Structure TermsIndustry Structure Terms

BroadcastBroadcast CableCable SyndicationSyndication NetworkNetwork StationStation Affiliate StationAffiliate Station

Cable NetworkCable Network NielsenNielsen ArbitronArbitron ScarboroughScarborough ABCABC TechnoratiTechnorati

Broadcast vs. CableBroadcast vs. Cable

Regulation differencesRegulation differences How will Conan be different on cable?How will Conan be different on cable?

Being on cable, O'Brien's humor will no longer Being on cable, O'Brien's humor will no longer be bound by the constraints of broadcast be bound by the constraints of broadcast television.—George Lopeztelevision.—George Lopez

"One thing that was important to him was "One thing that was important to him was doing a show that was edgy." "When you go to doing a show that was edgy." "When you go to cable, there are no stations and no affiliates cable, there are no stations and no affiliates and they allow you to do your show.“—George and they allow you to do your show.“—George LopezLopez

““Market”Market”

GeographyGeography ProductProduct

UtilitiesUtilities• Uses and gratificationsUses and gratifications• Gratification OpportunitiesGratification Opportunities

Media MarketsMedia Markets

Joint Commodity/Dual Product MarketJoint Commodity/Dual Product Market• AudienceAudience• AdvertisersAdvertisers

Organizational Structure/Strategy Organizational Structure/Strategy TermsTerms

Vertical IntegrationVertical Integration

Horizontal IntegrationHorizontal Integration

Lateral/Diagonal IntegrationLateral/Diagonal Integration

Market StrategiesMarket Strategies

GlobalizationGlobalization ClusteringClustering ConvergenceConvergence Marketing Marketing

SynergiesSynergies

BundlingBundling DiversificationDiversification Segmentation/ Segmentation/

SpecializationSpecialization BrandingBranding

Other termsOther terms

Barriers to EntryBarriers to Entry

Product DifferentiationProduct Differentiation

Audience fragmentationAudience fragmentation

Applied Elements of Strategic Applied Elements of Strategic ManagementManagement

Product DifferentiationProduct Differentiation• Talented personnel an elementTalented personnel an element

BrandingBranding

Brand ExtensionBrand Extension

What management wantsWhat management wants

Ad campaign that give them Ad campaign that give them measurable and trackable resultsmeasurable and trackable results

Want to be able to replicate the ad Want to be able to replicate the ad campaign at other college campusescampaign at other college campuses

Justifiable reasons for ad decisionsJustifiable reasons for ad decisions

Different Strategies:Different Strategies:MulticastingMulticasting

Use digital spectrum to increase channel Use digital spectrum to increase channel outputoutput• Channels tend to be local & niche programmingChannels tend to be local & niche programming

TV: Hispanic; local news; 24-hour weather; local high school TV: Hispanic; local news; 24-hour weather; local high school or college sportsor college sports

Radio: micro-niche formats; data services; other services Radio: micro-niche formats; data services; other services (audio downloads; ring tones)(audio downloads; ring tones)

Advantages:Advantages:• Expands programming range & audiencesExpands programming range & audiences• Attracts non-traditional radio & television advertisers; Attracts non-traditional radio & television advertisers;

extends reach of existing advertisersextends reach of existing advertisers• Enhances market power against new video, internet, Enhances market power against new video, internet,

and satellite radio servicesand satellite radio services• Allows stations to increase market power without the Allows stations to increase market power without the

financial and regulatory problems of station duopoliesfinancial and regulatory problems of station duopolies• Offers windowing and repurposing opportunitiesOffers windowing and repurposing opportunities

Enhance Online PresenceEnhance Online Presence

Increasing online content Increasing online content offeringsofferings• Web sites no longer just PR, schedule and Web sites no longer just PR, schedule and

contact informationcontact information• More streamingMore streaming• Creating unique content for Web-only Creating unique content for Web-only

distributiondistribution Complete interview footageComplete interview footage Breaking newsBreaking news

• Provide search featuresProvide search features

Enhance Online PresenceEnhance Online Presence

Advantages:Advantages:• Capture online advertising opportunitiesCapture online advertising opportunities

Online advertising growing faster than any other sector Online advertising growing faster than any other sector (51.4% vs 42.7% in past decade)(51.4% vs 42.7% in past decade)

• Capture new advertisersCapture new advertisers• Enhance repurposing opportunitiesEnhance repurposing opportunities• Expand content rangeExpand content range

Radio: Feature new and local bands not available through Radio: Feature new and local bands not available through record labelsrecord labels

Social networkingSocial networking• Increase audience loyalty and brand recognition Increase audience loyalty and brand recognition

through interactive featuresthrough interactive features• Reach young audiencesReach young audiences• Compete with online newspapersCompete with online newspapers• Capture classified advertisingCapture classified advertising• Increase audiences’ daytime consumption of contentIncrease audiences’ daytime consumption of content• Provide better audience measurementProvide better audience measurement

Expand distribution platformsExpand distribution platforms

Stations partnering with other platformsStations partnering with other platforms• Cell phone, ipod, wireless providersCell phone, ipod, wireless providers• Selling news, weather, sports, ringtones, data Selling news, weather, sports, ringtones, data

Advantages:Advantages:• Capture new advertisersCapture new advertisers• Offer new options to existing advertisersOffer new options to existing advertisers• Expand content rangeExpand content range• Use repurposing opportunities (?)Use repurposing opportunities (?)• Provide new audience gratification utilitiesProvide new audience gratification utilities• Increase audience loyalty through more regular Increase audience loyalty through more regular

contactcontact• Increase brand recognitionIncrease brand recognition

Encourage Audience InvolvementEncourage Audience Involvement

Increase opportunities for interactivityIncrease opportunities for interactivity Contesting on radio and TV with phone, online and text Contesting on radio and TV with phone, online and text

messagingmessaging Use audience created contentUse audience created content

As original programmingAs original programming To supplement staff-created contentTo supplement staff-created content

AdvantagesAdvantages• Reduces production costsReduces production costs

Covers for staff layoffsCovers for staff layoffs

• Increases audience loyalty and brand recognitionIncreases audience loyalty and brand recognition• Increases community “buzz”Increases community “buzz”• Attracts young audiencesAttracts young audiences

Social Media MarketingSocial Media Marketing

SMM Changes the GameSMM Changes the Game

Becoming human again.Becoming human again. The relationship is everything.The relationship is everything. Day trading SOCIAL EMOTIONDay trading SOCIAL EMOTION Success determined by quality of Success determined by quality of

listeninglistening

Reverse Everything You “Know”Reverse Everything You “Know”

Push is now pull.Push is now pull.

Monologue is dialogue.Monologue is dialogue.

Talking is listening.Talking is listening.

Image is authenticity.Image is authenticity.

Cannes Advertising Festival Seminar: Simon Mainwaring

Co-AuthoringCo-Authoring

Social Network SitesSocial Network Sites Real Time AppsReal Time Apps Location-based appsLocation-based apps Mobile AppsMobile Apps Social WebSocial Web

Peer Influence PyramidPeer Influence Pyramid

Mass InfluencersMass Influencers

Reaching YOUReaching YOU

Students trust each other, not Students trust each other, not brands.brands.

Broad reach doesn’t work.Broad reach doesn’t work. Be straight up!Be straight up! Don’t half-ass it.Don’t half-ass it.

How to Reach Those Crazy College Kids – iMedia Connection

Measuring Engagement: Measuring Engagement: What NOT to doWhat NOT to do

Don’t fall into the follower trap.Don’t fall into the follower trap.

Don’t obsess about brand buzzDon’t obsess about brand buzz

Don’t forget about hidden benefitsDon’t forget about hidden benefits

Don’t expect instant returnsDon’t expect instant returnsCan marketers catch the “ROI leprechaun”- SmartBrief

Measuring EngagementMeasuring Engagement

Model for MeasurementModel for Measurement::• A trigger that validates the intent of the A trigger that validates the intent of the

user.user.• A measure of scale of the engagement.A measure of scale of the engagement.• Post-exposure trackingPost-exposure tracking

ASK TURNER WHAT IS AVAILABLE!!!

……AND, OH YEAHAND, OH YEAH

ASK TURNER WHAT IS AVAILABLE!!!

No Need to Reinvent the WheelNo Need to Reinvent the Wheel

Turner and other networks have Turner and other networks have conducted successful campus/social conducted successful campus/social media campaignsmedia campaigns• Adult SwimAdult Swim• Jimmy FallonJimmy Fallon• Mobile appMobile app• Campus block partiesCampus block parties• and Conan’s comedy tourand Conan’s comedy tour