The document outlines a digital marketing strategy for DIRECTV to grow its customer base of 37 million by targeting college students aged 18-25 through social media. It allocates $50 million to create social media campaigns, half on Facebook, and the rest split between YouTube, Twitter, and Instagram. The strategy aims to piggyback an existing college student promotion by offering free DIRECTV service on campuses to build loyalty among millennial customers.

1. Digital Marketing Strategy
Tyler Horne

2.  37 million customers worldwide
 We aim to grow that customer base by 8% in the next calendar year
 Targeting college students (18-25) through social media

3.  Piggyback current “Switch & Score” promotion for college students
by offering free DIRECTV service throughout campus
 Benefits both the consumer and the University
 Build loyal customer base among millennial generation
 Pay it forward

4.  Follows SUCCES model from “Made To Stick” class reading
◦ Simple message
◦ Unexpected
◦ Concrete
◦ Emotional

5.  Most widely used social media site
 Users are long-term and loyal
 Lists and why-posts
◦ Effective and measurable
◦ ~20,000 shares per month

6.  Instagram
◦ 39,200+ followers
 Twitter
◦ 194,000+ followers
 YouTube
◦ 41,500+ subscribers
◦ 27,000,000+ views

7.  Facebook Engagement Metrics
 Goal Completion Rate
 Social Interactions
 Social Followers vs Target

8.  10% of current advertising budget will be allocated specifically for
this campaign
 That $50 million will be used for creation, development and
execution of rigorous social media campaign
◦ Roughly ½ of that specifically on Facebook
◦ $10 million on YouTube
◦ $10 million on Twitter
◦ $5 million on Instagram

9.  Facebook Custom Audiences
◦ Custom audiences allow a campaign to upload, match, and solicit their existing e-
mail list on Facebook
◦ Allows us to tailor messages for specific audiences
 Twitter’s tailored audiences
◦ Allows advertisers to connect with users who have showed specific interest in their
brand
◦ Targeting users with promoted tweets and users
 Instagram CTA’s
◦ Call to action encourages users to act upon your advertising allowing for immediate
response and feedback

10.  DIRECTV is a world leader in direct broadcast satellite service
◦ Billion dollar industry
◦ Rapidly expanding
 Targeting millennial generation through social media
◦ New customers with no current loyalty
◦ Potential converts from alternative service providers
 Offers students free service for the length of their collegiate career
 Builds mutually beneficial relationship
 Creates loyal customers among technology savvy generation