2

2 ways to use social media in your interactive media plan:

Unpaid, ‘free’

Paid – buying actual ads on social media sites



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!!!

4
Source: Ad Age media news, Sept 12, 2012

5
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
AVEDA Facebook page 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 Website

7

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.

8
In fact, the heaviest users of Facebook also spend more $ online than anyone else!

9

Marketers can buy space on Facebook, in addition to having their own pages

Cost per ads on Facebook is same as other online ads

Buy them on a CPM basis

10








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



Brand awareness

Customer Service: track conversations, respond to complaints and requests

Promote your product
– even offer exclusive deals and contest

Increase Sales


There are 2 main ways to do paid ads on Twitter:

Promoted accounts

Promoted tweets


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


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.

16
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.

17
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.

18


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.

• 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 #chobanipowered hashtag 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


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 Pintrest Advertising:
 Internet Banner Ad
 Internet Sponsorship
 Internet Keywords
 Internet Target Sites
6,000/month/site
17,550/month/site
29,250/month/site
102,375/month/site


22

23
Source: Pew
Internet Project; 13

24

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

25

Texting

Mobile Display Advertisements

Mobile Promotions

Mobile Search

Mobile Social

27

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

28

Cost per thousand (CPM) is the most common way for an advertiser to buy ads in streaming video content

According to StarCom MediaVest, 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

29

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

30

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

31

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

32




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