Media Strategy and Management

1. Media Strategy and Management • Geoffrey Graybeal | Jameson Hayes | Amy Sindik three sixty brand strategy Acknowledgment: Dr. Ann Hollifield

2. Industry Structure Terms • Broadcast • Cable • Syndication • Network • Station • Affiliate Station • Cable Network • Nielsen • Arbitron • Scarborough • ABC • Technorati

3. Broadcast vs. Cable • Regulation differences • How will Conan be different on cable? • Being on cable, O'Brien's humor will no longer be bound by the constraints of broadcast television.—George Lopez • "One thing that was important to him was doing a show that was edgy." "When you go to cable, there are no stations and no affiliates and they allow you to do your show.“—George Lopez

4. “Market” • Geography • Product • Utilities • Uses and gratifications • Gratification Opportunities

5. Media Markets • Joint Commodity/Dual Product Market • Audience • Advertisers

6. Organizational Structure/Strategy Terms • Vertical Integration • Horizontal Integration • Lateral/Diagonal Integration

7. Market Strategies • Globalization • Clustering • Convergence • Marketing Synergies • Bundling • Diversification • Segmentation/ Specialization • Branding

8. Other terms • Barriers to Entry • Product Differentiation • Audience fragmentation

9. Applied Elements of Strategic Management • Product Differentiation • Talented personnel an element • Branding • Brand Extension

10. What management wants Ad campaign that give them measurable and trackable results Want to be able to replicate the ad campaign at other college campuses Justifiable reasons for ad decisions

11. Different Strategies:Multicasting • Use digital spectrum to increase channel output • Channels tend to be local & niche programming • TV: Hispanic; local news; 24-hour weather; local high school or college sports • Radio: micro-niche formats; data services; other services (audio downloads; ring tones) • Advantages: • Expands programming range & audiences • Attracts non-traditional radio & television advertisers; extends reach of existing advertisers • Enhances market power against new video, internet, and satellite radio services • Allows stations to increase market power without the financial and regulatory problems of station duopolies • Offers windowing and repurposing opportunities

12. Enhance Online Presence • Increasing online content offerings • Web sites no longer just PR, schedule and contact information • More streaming • Creating unique content for Web-only distribution • Complete interview footage • Breaking news • Provide search features

13. Enhance Online Presence • Advantages: • Capture online advertising opportunities • Online advertising growing faster than any other sector (51.4% vs 42.7% in past decade) • Capture new advertisers • Enhance repurposing opportunities • Expand content range • Radio: Feature new and local bands not available through record labels • Social networking • Increase audience loyalty and brand recognition through interactive features • Reach young audiences • Compete with online newspapers • Capture classified advertising • Increase audiences’ daytime consumption of content • Provide better audience measurement

14. Expand distribution platforms • Stations partnering with other platforms • Cell phone, ipod, wireless providers • Selling news, weather, sports, ringtones, data • Advantages: • Capture new advertisers • Offer new options to existing advertisers • Expand content range • Use repurposing opportunities (?) • Provide new audience gratification utilities • Increase audience loyalty through more regular contact • Increase brand recognition

15. Encourage Audience Involvement • Increase opportunities for interactivity • Contesting on radio and TV with phone, online and text messaging • Use audience created content • As original programming • To supplement staff-created content • Advantages • Reduces production costs • Covers for staff layoffs • Increases audience loyalty and brand recognition • Increases community “buzz” • Attracts young audiences

16. Social Media Marketing

17. SMM Changes the Game Becoming human again. The relationship is everything. Day trading SOCIAL EMOTION Success determined by quality of listening

18. Reverse Everything You “Know” Push is now pull. Monologue is dialogue. Talking is listening. Image is authenticity. Cannes Advertising Festival Seminar: Simon Mainwaring

19. Co-Authoring Social Network Sites Real Time Apps Location-based apps Mobile Apps Social Web

20. Peer Influence Pyramid

21. Mass Influencers

22. Reaching YOU Students trust each other, not brands. Broad reach doesn’t work. Be straight up! Don’t half-ass it. How to Reach Those Crazy College Kids – iMedia Connection

23. Measuring Engagement: What NOT to do Don’t fall into the follower trap. Don’t obsess about brand buzz Don’t forget about hidden benefits Don’t expect instant returns Can marketers catch the “ROI leprechaun”- SmartBrief

24. Measuring Engagement ASK TURNER WHAT IS AVAILABLE!!! • Model for Measurement: • A trigger that validates the intent of the user. • A measure of scale of the engagement. • Post-exposure tracking

25. …AND, OH YEAH ASK TURNER WHAT IS AVAILABLE!!!

26. No Need to Reinvent the Wheel • Turner and other networks have conducted successful campus/social media campaigns • Adult Swim • Jimmy Fallon • Mobile app • Campus block parties • and Conan’s comedy tour