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Integrating Traditional and Social Media Webinar

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TV. Digital. Radio. Social. All great media channels, and opportunities, to reach audiences. But how do they fit together? Join Jay Dolan, Senior Social Media Strategist, and Maria Walker, Media Supervisor, as they share 10 tips for integration.

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Integrating Traditional and Social Media Webinar

  1. 1. 10 Ways to Integrate Traditional and Social Media January 21, 2016
  2. 2. © 2016 Capstrat LLC. All Rights Reserved. Your Speakers Maria Walker, Media Supervisor #CapstratMedia Jay Dolan, Senior Social Media Strategist
  3. 3. © 2016 Capstrat LLC. All Rights Reserved. What We’ll Cover Today • Why Integrate? (5 minutes) • Ten Ways to Integrate (35 minutes) • Questions (15 minutes)
  4. 4. © 2016 Capstrat LLC. All Rights Reserved. #CapstratMedia
  5. 5. © 2016 Capstrat LLC. All Rights Reserved. Why integrate?
  6. 6. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate Use traditional media as a social driver • Use offline channels such as print, outdoor, radio and other traditional media to promote your social channels. Take it beyond including the Twitter and Facebook icons and add some information as to why consumers should join the social conversation. #CapstratMedia
  7. 7. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate – Use Traditional Media as a Social Driver #CapstratMedia
  8. 8. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate – Use Traditional Media as a Social Driver • Special offers for followers • Promote contests • Reference helpful tips or recipes • Events • Include social comments and reviews • Use QR codes or clickable paper • Social media-friendly business cards • Include clickable links in email communications • Think outside the box #CapstratMedia
  9. 9. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate Test what works, and act on it. • If you have a new product, campaign idea or service to share, consider tapping into social media. Use offline channels to promote it and gather feedback and insights from your fans on the social web. Let them know from the beginning that you’re looking for feedback so the conversation can start right away. #CapstratMedia
  10. 10. © 2016 Capstrat LLC. All Rights Reserved. Opportunity: Test Messaging and Images #CapstratMedia
  11. 11. © 2016 Capstrat LLC. All Rights Reserved. Use Social to Drive Traditional Use Twitter’s Audience Analysis to examine who is engaging with your tweets and which TV shows they are watching. http://analytics.twitter.com #CapstratMedia
  12. 12. © 2016 Capstrat LLC. All Rights Reserved. Facebook Audience Insights Available at https://www.facebook.com/ads/audience_insights Use Facebook’s Audience Insights to identify the likes and interests of your target audience. These can then feed back into traditional media plans and content creation. #CapstratMedia
  13. 13. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate Converse in the traditional space • Could a customer’s pleasant comment on Facebook be your next headline? Use positive mentions and comments as testimonials on your website, in your headlines, in body copy, etc. It will excite the customers who write the messages and demonstrate your great brand in a peer-to-peer format. #CapstratMedia
  14. 14. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate – Converse in the Traditional Space #CapstratMedia
  15. 15. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate Use traditional media as the prize • Develop a contest on your social media channels. It could be photos, videos, telling a joke on the Facebook wall, etc. Showcase the winner in a TV spot, in a print ad or on your website. You will generate buzz in both the online and offline spaces. #CapstratMedia
  16. 16. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate – Use Traditional Media as the Prize #CapstratMedia
  17. 17. © 2016 Capstrat LLC. All Rights Reserved. Opportunities – TV Targeting Sign up to get alerts on trending TV shows: http://www.nielsensocial.com/nielsentwittertvratings/daily/ #CapstratMedia
  18. 18. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate Continue the story on social media • Traditional media may reach the masses, but you’re often limited in your print and billboard space or your television and radio running time. Capture the audience with your story using traditional media, but continue it online. Maybe it’s a web series or a series of blog posts. Intrigue consumers to find out more. #CapstratMedia
  19. 19. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate – Continue the Story on Social Media #CapstratMedia
  20. 20. © 2016 Capstrat LLC. All Rights Reserved. Opportunity – Leverage Thought Leaders #CapstratMedia
  21. 21. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate Listen, then act • With social media, communication goes two ways. Your audience can provide thoughts and opinions about your campaigns. Welcome them! Let traditional media spread your message while social media captures the feedback. Make sure to take those opinions into consideration as you modify campaign efforts. #CapstratMedia
  22. 22. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate Respond with traditional and social media • If you’re listening on the social web and you’re discovering some repeating complaints, engaging in social media is a great way to learn more and dispel any rumors. • However, you can make your message louder by using traditional media. • For instance, if you’re getting negative feedback on your customer service, use traditional media to talk about it. How are you solving the problem? This approach shows that you’re taking these complaints seriously. #CapstratMedia
  23. 23. © 2016 Capstrat LLC. All Rights Reserved. Case Study - Volkswagen #CapstratMedia
  24. 24. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate Do the work for your audience • Different channels speak to your audience at different points in their journey. Whether you are reaching them with a broadcast message, a paid search ad or a retargeted tweet, integrating your media campaigns allows you to tailor the message to that moment in their journey and drive better results. #CapstratMedia TV Paid Search Landing Page B Landing Page A Results Retargeting
  25. 25. © 2016 Capstrat LLC. All Rights Reserved. Client Case Study - Husqvarna #CapstratMedia
  26. 26. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate Promote offline events online • Traditional media can also include conferences and events. Hold meetups, tweetups and presentations at your offices or conferences, and promote them via your social channels. #CapstratMedia
  27. 27. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate Start changing your mindset now • Integration must become the status quo. Consumers don’t differentiate. • Put the audience first and be the force of change. • Be the change agent in your organization. #CapstratMedia
  28. 28. © 2016 Capstrat LLC. All Rights Reserved. QUESTIONS? #CapstratMedia

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