Integrating social and traditional mediaStephanie HatchSocial Media and Email Marketing SpecialistMIT Communication Produc...
ObjectivesAt the end of this session you will know:   • Why social and traditional media should work together   • How to m...
Types of media• Traditional media = methods of communication that existed  before the Internet. e.g., television, radio, n...
Types of media • New media includes media that can be accessed on digital   devices, interactivity on digital devices and ...
IntegrationWhat makes something “integral?”  • Integration is not:   “mixing two or more things together”  • Integral part...
Integration focuses on a goal or message               Newsletter               Email        Twitter                      ...
Integration can result in:  • Wider promotion and message amplification  • Reaching out to both primarily traditional and  ...
Wider promotion and message amplification• Get more eyes and ears – and attention – on important content• Social media acts...
Wider promotion andmessage amplificationMIT SA+PPresent paper mediathrough a socialmedium. Get feedbackon a print piece.Use...
Wider promotion and message amplificationImaginehearing:“Thanks forlistening in.Follow RadioBoston onTwitter atTwitter.com/...
Wider promotion and message amplificationMake a new media-ready version of posters/announcements.Illinois                  ...
Wider promotion and message amplificationYale Design with social and traditional in mind. What could       work on a postca...
Wider promotion and message amplificationYaleDesign with socialand traditional inmind.This poster wastweeted.              ...
Wider promotion and message amplificationMITSA+PThis posterwasposted onFacebook.
Wider promotion and message amplificationThe Boston GlobePromotion, not justproduction, ofcontent.                         ...
Wider promotion and message amplificationNortheasternPromotion, not justproduction.Place socialsharing buttons oneach story...
Reaching out to different audiences• Promote content to those who primarily consume traditional and  website content as we...
Reaching out to different audiencesMIT Student Life                                         link toShows informationin a n...
Reaching out to different audiencesMIT Student LifeShows informationin a new way. Forexample, take text-based web contenta...
Reaching out to different audiencesAbout Pinterest:“There have been plenty of indications that, in aggregate,these numbers...
Reaching out to different audiencesMITFind a new way topresent theinformation.This is the websitefor the OnlineLearning an...
Reaching out to different audiencesMITFind a new way topresent theinformation.Each of thesePinterest pins linksto an artic...
Longer-lasting content• Use social media to keep people reading and experiencing your  content.• Think beyond the initial ...
Longer-lasting content              Highlights short pieces of longer, existingTedxMelbourne content in a new way         ...
Longer-lasting contentAmerican IdolKeeps viewers engagedbetween shows; getsprospective viewers excitedto watch the show.  ...
Longer-lasting contentBrookingsAfter theworkshop, theyoffered a PDFpresentation andaudio highlights.                      ...
Longer-lasting contentMIT newsHighlighting “bestof” contentconvinces peopleto revisit greatcontent.                       ...
Longer-lasting contentMIT newsHighlighting “bestof” contentconvinces peopleto revisit greatcontent.                       ...
Ongoing involvement• Provide ways for ongoing connections with the department.• Don’t let print be a dead-end experience.•...
Ongoing involvementFast CompanyPromotion, not justproduction.Let people knowwhere to find youon social media.              ...
Add Twitter to bylinesPopular Science  Ongoinginvolvement                         Communication Production Services
Ongoing involvement         “log on to the discussion forum at   writersdigest.com/forum to read other writers’           ...
Ongoing involvement          “View videos and other extras   —or submit your answers to our questions for a    chance to r...
Ongoing involvementVisiting the link on the previous slide takes you to this website:
Ongoing involvement
A fuller and richer experience• Use coordinated multimedia and social media to help your content  be more than what fits on...
A fuller and richer experience                                 Communication Production Services
A fuller and richer experience                                 See next                                 slide
A fuller and richer experience
A fuller and richer experience   Short intro in print          Full story on the web                                  Comm...
A fuller and richer experience                                 Communication Production Services
A fuller and richer experiencePopSciInteractive App                                 Communication Production Services
A fuller and richer experiencePopSciInteractive AppHere I amwatching a videoabout the contenton this page                 ...
A fuller and richer experience                  [Spoiler Alert]  If you haven’t seen the finale for the Bachelor    on ABC,...
A fuller and richer experienceABC’s TheBachelorLive Twitterstreaming onscreen duringthe live show
A fuller and richer experienceMIT OEITSummerConference“Twitterfall”during a liveconference
A fuller and richer experienceMIT Media LabTwitterwordcloud andlive tweetstream while JoiIto interviewedBaratundeThurston
Words of adviceEvaluate your effectiveness when possible. • Email marketing: how many “click throughs” did your   link to ...
Words of adviceYou can’t measure everything. • You won’t know if likes on a Facebook page led to an   alumni donation late...
Contact•Email: hatch_s@mit.edu•Learn more from the blog: connect.mit.edu/blog              Thank you :-)                  ...
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Integration of social and traditional media

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Presented at the MIT Media Lab in 2013. The why and how of social and traditional media integration.

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Integration of social and traditional media

  1. 1. Integrating social and traditional mediaStephanie HatchSocial Media and Email Marketing SpecialistMIT Communication Production ServicesMarch 2013Email hatch_s@mit.edu Communication Production Services
  2. 2. ObjectivesAt the end of this session you will know: • Why social and traditional media should work together • How to make them work together Communication Production Services
  3. 3. Types of media• Traditional media = methods of communication that existed before the Internet. e.g., television, radio, newspapers, magazines, books, postcards, posters, signs Communication Production Services
  4. 4. Types of media • New media includes media that can be accessed on digital devices, interactivity on digital devices and online, and real- time content creation. e.g., websites, Internet, videos, photos, mp3s, social media, etc. Social media = media that is created, shared, exchanged, and discussed in communities and networks. e.g., tweet a link, share a photo on Flickr, comment on a video on YouTube, start a discussion on Facebook, offer advice on an online forum I will include websites in this presentation. Although websites are not necessarily “social” by definition, they are an important media type for the topic of integration. Communication Production Services
  5. 5. IntegrationWhat makes something “integral?” • Integration is not: “mixing two or more things together” • Integral parts are: coordinated for a common goal important players in a unified wholeBoth traditional and social media are essential to makinga department’s communications strategy complete. Communication Production Services
  6. 6. Integration focuses on a goal or message Newsletter Email Twitter Your goal Site SEO marketing Facebook Blogging pageThe integrated approach is to make all your media worktogether for a common goal. Coordinate your mediaefforts for that goal. Communication Production Services
  7. 7. Integration can result in: • Wider promotion and message amplification • Reaching out to both primarily traditional and primarily digital audiences • Longer-lasting content • Ongoing involvement with the department • A fuller and richer experience Communication Production Services
  8. 8. Wider promotion and message amplification• Get more eyes and ears – and attention – on important content• Social media acts as a reminder for print content• Using social media make it possible for friends of the subscriber to subscribe, join, or read. Communication Production Services
  9. 9. Wider promotion andmessage amplificationMIT SA+PPresent paper mediathrough a socialmedium. Get feedbackon a print piece.Use social to announcetraditional. It’s a greatway to introduce a newpiece in the series. Communication Production Services
  10. 10. Wider promotion and message amplificationImaginehearing:“Thanks forlistening in.Follow RadioBoston onTwitter atTwitter.com/radioboston.” Communication Production Services
  11. 11. Wider promotion and message amplificationMake a new media-ready version of posters/announcements.Illinois Communication Production Services
  12. 12. Wider promotion and message amplificationYale Design with social and traditional in mind. What could work on a postcard and on Facebook, for example? Communication Production Services
  13. 13. Wider promotion and message amplificationYaleDesign with socialand traditional inmind.This poster wastweeted. Communication Production Services
  14. 14. Wider promotion and message amplificationMITSA+PThis posterwasposted onFacebook.
  15. 15. Wider promotion and message amplificationThe Boston GlobePromotion, not justproduction, ofcontent. Communication Production Services
  16. 16. Wider promotion and message amplificationNortheasternPromotion, not justproduction.Place socialsharing buttons oneach story, not juston your homepage. Communication Production Services
  17. 17. Reaching out to different audiences• Promote content to those who primarily consume traditional and website content as well as to those who consume and engage with social media content.• Appeal to different learning styles through video, text, auditory, visual, and interactive content. Communication Production Services
  18. 18. Reaching out to different audiencesMIT Student Life link toShows informationin a new way. Forexample, take text-based web contentand repurpose asimages on Pinterest. Communication Production Services
  19. 19. Reaching out to different audiencesMIT Student LifeShows informationin a new way. Forexample, take text-based web contentand repurpose asimages on Pinterest. Communication Production Services
  20. 20. Reaching out to different audiencesAbout Pinterest:“There have been plenty of indications that, in aggregate,these numbers will show Pinterest to be a robust driver ofvaluable traffic. A survey last year by e-commerce backendRichRelevance found that Pinterest users were the secondbiggest source of social traffic but drove by far the largestorders, spending nearly twice as much as Facebook usersand more than twice as much as Twitter users.”Source: http://www.wired.com/business/2013/03/pinterest-stats/ Communication Production Services
  21. 21. Reaching out to different audiencesMITFind a new way topresent theinformation.This is the websitefor the OnlineLearning andFuture ofResidentialEducation Summit. Communication Production Services
  22. 22. Reaching out to different audiencesMITFind a new way topresent theinformation.Each of thesePinterest pins linksto an article thatwas listed on thewebsite shown onthe previous slide. Communication Production Services
  23. 23. Longer-lasting content• Use social media to keep people reading and experiencing your content.• Think beyond the initial buzz or spike in visitors.• Get more bang for your buck, more “R” in your ROI (“Return On Investment”). Communication Production Services
  24. 24. Longer-lasting content Highlights short pieces of longer, existingTedxMelbourne content in a new way Communication Production Services
  25. 25. Longer-lasting contentAmerican IdolKeeps viewers engagedbetween shows; getsprospective viewers excitedto watch the show. Communication Production Services
  26. 26. Longer-lasting contentBrookingsAfter theworkshop, theyoffered a PDFpresentation andaudio highlights. Communication Production Services
  27. 27. Longer-lasting contentMIT newsHighlighting “bestof” contentconvinces peopleto revisit greatcontent. Communication Production Services
  28. 28. Longer-lasting contentMIT newsHighlighting “bestof” contentconvinces peopleto revisit greatcontent. Communication Production Services
  29. 29. Ongoing involvement• Provide ways for ongoing connections with the department.• Don’t let print be a dead-end experience.• Lead the individual to a continued conversation. Communication Production Services
  30. 30. Ongoing involvementFast CompanyPromotion, not justproduction.Let people knowwhere to find youon social media. Communication Production Services
  31. 31. Add Twitter to bylinesPopular Science Ongoinginvolvement Communication Production Services
  32. 32. Ongoing involvement “log on to the discussion forum at writersdigest.com/forum to read other writers’ thoughts and share your own.” Communication Production Services
  33. 33. Ongoing involvement “View videos and other extras —or submit your answers to our questions for a chance to represent ‘MET around Town’— at bu.edu/met/mag/town.
  34. 34. Ongoing involvementVisiting the link on the previous slide takes you to this website:
  35. 35. Ongoing involvement
  36. 36. A fuller and richer experience• Use coordinated multimedia and social media to help your content be more than what fits on the page. Communication Production Services
  37. 37. A fuller and richer experience Communication Production Services
  38. 38. A fuller and richer experience See next slide
  39. 39. A fuller and richer experience
  40. 40. A fuller and richer experience Short intro in print Full story on the web Communication Production Services
  41. 41. A fuller and richer experience Communication Production Services
  42. 42. A fuller and richer experiencePopSciInteractive App Communication Production Services
  43. 43. A fuller and richer experiencePopSciInteractive AppHere I amwatching a videoabout the contenton this page Communication Production Services
  44. 44. A fuller and richer experience [Spoiler Alert] If you haven’t seen the finale for the Bachelor on ABC, and you don’t want to know what happened, close your eyes for the next slide.
  45. 45. A fuller and richer experienceABC’s TheBachelorLive Twitterstreaming onscreen duringthe live show
  46. 46. A fuller and richer experienceMIT OEITSummerConference“Twitterfall”during a liveconference
  47. 47. A fuller and richer experienceMIT Media LabTwitterwordcloud andlive tweetstream while JoiIto interviewedBaratundeThurston
  48. 48. Words of adviceEvaluate your effectiveness when possible. • Email marketing: how many “click throughs” did your link to the goal landing page get? • Website: how many social referrals did your goal landing page get? • Twitter: how many people clicked on your link to the goal landing page? Communication Production Services
  49. 49. Words of adviceYou can’t measure everything. • You won’t know if likes on a Facebook page led to an alumni donation later on. • You won’t know if a postcard or newsletter on their doorstep was the reason, either. • However, no one said the most effective communications actions were quantifiable. Communication Production Services
  50. 50. Contact•Email: hatch_s@mit.edu•Learn more from the blog: connect.mit.edu/blog Thank you :-) Communication Production Services

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