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Interactive Media Tactics • 2 ways to usesocial media in yourinteractive media plan: • Unpaid, ‘free’ • Paid – buying actual ads on socialmedia sites
Success in Unpaid Social Media • Know when and how to find and talk with your audience • Engage in 2 – way communications (NOT one way) • Integrate marketing messages from social media in to all other forms of your marketing mix • Create Awesome Content!!!
Content is King! Source: Ad Age media news, Sept 12, 2012
Content Creation Skills Wanted: We “need strong hybrids …. understand technology, but also have a sense of story and interconnectivity.” • Analytical skills • Communications • Writing • Creative Source: Ad Age media news, Sept 12, 2012
Principles for leveraging Facebook • Follow marketing message (pictures, language, etc.) • Network and interact with those who view profile • Integrate with other social media platforms • AVEDA does successfully leverage these principles • Follows their marketing message of being environmentally friendly. Pictures of products, places they get ingredients, and ask people to write reviews of their AVEDA experience • Network with customers of their products as well as salon/spas that carry their products. Also connect to celebrity hairstylists that recommend AVEDA • Have their own website, Twitter and YouTube Channel which all follow the same marketing message and strategy 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 buyspace on Facebook, inaddition to having theirown pages • Cost per ads on Facebookis same as other online ads • Buy them on a CPM basis
Facebook Allows you to Target Your Ads Based on Many Different Factors • Location • By State or Province, or by City • Sex and Orientation • Age and Lifestyle Cluster • Keywords • By any key activity word found in profiles • Education • College grad, in college, in high school • Freshman, sophomore, junior, senior • Specific colleges • Workplace • Relationship status: Single, In a relationship, Engaged, Married • Relationship interests: Men, Women • And much, much more about what they are posting, reading, and messaging
Twitter’s Role in Marketing • Brand awareness • Customer Service: track conversations, respond to complaints and requests • Promote your product – even offer exclusive dealsand contest • Increase Sales
Advertising on Twitter • There are 2 main ways to do paid ads on Twitter: • Promoted accounts • Promoted 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 follower • Can ‘bid’ to the be promoted account – bigger bid wins • Can 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 followers • Can 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.
Pinterest Launched March 2010, growing to more than 10 Million Users in 2 Short Years: the fastest growing site - EVER. 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. Pinterest’s Social Commerce Potential: What Brands and Retailers Need to Know. Emarketer, 10/15/2012.
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 buy • More likely to share their experiences with brands • Home 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. • “Insta-piration” board and #chobanipoweredhashtag 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.8
For Your Project • To keep things simple for final project, work with the following assumptions for Social Media: • Having a brand page on Facebook, Twitter and/or Pinterest are free • Facebook, Twitter or PintrestAdvertising: • Internet Banner Ad 6,000/month/site • Internet Sponsorship 17,550/month/site • Internet Keywords 29,250/month/site • Internet Target Sites 102,375/month/site
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 phones • Still very urban, although rural usage is skyrocketing • Higher income and well-educated consumers are more likely to go online with their cell phones Source: Pew Internet Project; June 26, 2012
Possible Mobile “Advertising” Tactics • Texting • Mobile Display Advertisements • Mobile Promotions • Mobile Search • Mobile Social
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 grows • About $1 billion was spent on online video ads in 2007 • Expected to triple by 2010
Cost of Ads in Streaming Video • Cost per thousand (CPM) is the most common way for an advertiser to buy ads in streaming video content • According to StarComMediaVest, the average CPM for an ad within streaming video content is about $30 - $35 CPM • Chris Wexler, Campbell Mithun: very limited inventory available right now in streaming video, due to so many advertisers. • To buy it, it is based on the “thousands of impressions” delivered by the particular show within that particular site • The thousands of impressions vary based on the program’s quality and additional targeting capabilities
Hulu’s Advertising Model • Hulu gets double the CPMs of broadcast television because: • Fewer ads per hour • Can’t fast-forward through the ads • Offers an active, “lean forward” experience rather than a passive, “lean back” experience • Hulu 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 – in the top 3 Apple apps, and top 5 Android/Blackberry apps • Pandora app is used 11 times per month – higher than most apps • Minimal overlap between online/desktop and mobile – just 10% Source: Pandora Mobile White Paper, 2010
Pandora User Profile • More affluent • More educated • Employed • For now, skewed male and younger, but as smart phones continue to grow this is expected to diminish • High impact on urban and ethnic audiences – may be the primary way that these groups access the internet Source: Pandora Mobile White Paper, 2010
Pandora is also very Target-able • Via the user, through their sign-up profile • By the type of device: • iPhones: early adopter 25 to 34 year olds • iTouch: kids, teens and college students • Blackberry: 35-54 business-oriented • Android: more male and younger than iPhone • Geographic: register via their zip code • Genre: type of music Source: Pandora Mobile White Paper, 2010