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10 Ways to Integrate
Traditional and Social Media
January 21, 2016
© 2016 Capstrat LLC. All Rights Reserved.
Your Speakers
Maria Walker, Media Supervisor
#CapstratMedia
Jay Dolan, Senior Social Media Strategist
© 2016 Capstrat LLC. All Rights Reserved.
What We’ll Cover Today
• Why Integrate? (5 minutes)
• Ten Ways to Integrate (35 minutes)
• Questions (15 minutes)
© 2016 Capstrat LLC. All Rights Reserved.
#CapstratMedia
© 2016 Capstrat LLC. All Rights Reserved.
Why integrate?
© 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
© 2016 Capstrat LLC. All Rights Reserved.
10 Ways to Integrate – Use Traditional Media as a Social Driver
#CapstratMedia
© 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
© 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
© 2016 Capstrat LLC. All Rights Reserved.
Opportunity: Test Messaging and Images
#CapstratMedia
© 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
© 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
© 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
© 2016 Capstrat LLC. All Rights Reserved.
10 Ways to Integrate – Converse in the Traditional Space
#CapstratMedia
© 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
© 2016 Capstrat LLC. All Rights Reserved.
10 Ways to Integrate – Use Traditional Media as the Prize
#CapstratMedia
© 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
© 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
© 2016 Capstrat LLC. All Rights Reserved.
10 Ways to Integrate – Continue the Story on Social Media
#CapstratMedia
© 2016 Capstrat LLC. All Rights Reserved.
Opportunity – Leverage Thought Leaders
#CapstratMedia
© 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
© 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
© 2016 Capstrat LLC. All Rights Reserved.
Case Study - Volkswagen
#CapstratMedia
© 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
© 2016 Capstrat LLC. All Rights Reserved.
Client Case Study - Husqvarna
#CapstratMedia
© 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
© 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
© 2016 Capstrat LLC. All Rights Reserved.
QUESTIONS?
#CapstratMedia

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Integrating Traditional and Social Media Webinar

  • 1. 10 Ways to Integrate Traditional and Social Media January 21, 2016
  • 2. © 2016 Capstrat LLC. All Rights Reserved. Your Speakers Maria Walker, Media Supervisor #CapstratMedia Jay Dolan, Senior Social Media Strategist
  • 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. © 2016 Capstrat LLC. All Rights Reserved. #CapstratMedia
  • 5. © 2016 Capstrat LLC. All Rights Reserved. Why integrate?
  • 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. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate – Use Traditional Media as a Social Driver #CapstratMedia
  • 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. © 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. © 2016 Capstrat LLC. All Rights Reserved. Opportunity: Test Messaging and Images #CapstratMedia
  • 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. © 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. © 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. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate – Converse in the Traditional Space #CapstratMedia
  • 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. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate – Use Traditional Media as the Prize #CapstratMedia
  • 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. © 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. © 2016 Capstrat LLC. All Rights Reserved. 10 Ways to Integrate – Continue the Story on Social Media #CapstratMedia
  • 20. © 2016 Capstrat LLC. All Rights Reserved. Opportunity – Leverage Thought Leaders #CapstratMedia
  • 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. © 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. © 2016 Capstrat LLC. All Rights Reserved. Case Study - Volkswagen #CapstratMedia
  • 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. © 2016 Capstrat LLC. All Rights Reserved. Client Case Study - Husqvarna #CapstratMedia
  • 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. © 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. © 2016 Capstrat LLC. All Rights Reserved. QUESTIONS? #CapstratMedia

Editor's Notes

  1. Jay and Maria
  2. Jay
  3. Jay
  4. Jay and Maria What would be more effective - Pushing the same message in all channels or customizing the role of each channel, and the message, to fully leverage the power and limit the weakness of each channel? If the correct answer of customizing the role of each channel seems obvious to you then you are ahead of the game, but surprisingly people are not integrating everyday. Events such as SuperBowl Sunday where you see all kinds of TV spots encouraging you to tweet and contests being announced through various channels are anomalies and not every day occurrences. But moving forward if you integrate social media into your campaigns you can connect with customers and prospects in ways that traditional advertising and PR cannot. Benefits of Social Media Low cost of entry Unlimited access Global reach Relationship builder Trustworthy Measurable
  5. Maria
  6. Maria
  7. Maria
  8. Maria
  9. Jay
  10. Jay
  11. Jay
  12. Maria Ensure you get the customers permission to use their message.
  13. Maria Desk.com highlights customer testimonials that rotate through their homepage.
  14. Jay
  15. Maria Bella was the grand-prize winner of the 1-800-PetMeds® 2011 Cutest Pet Contest that ran in August 2011 and was awarded lead role in the latest PetMeds® commercial. The Cutest Pet Contest hosted by PetMeds® receives thousands of contestants each year, and the 2011 contest was no exception. The contest ran on the PetMeds® Facebook page and each contestant received votes from their family, friends and peers. Bella was chosen as the cutest pet and has become a huge sensation with pet lovers everywhere. Owners of pet contestants can submit their pet's cutest picture through social media venues like Facebook, or through Twitter and Instagram, by using hashtag, #PetMedsTVStar. In addition, submissions can be made through contest.1800petmeds.com.
  16. Jay TV Targeting allows you to combine your traditional and social media efforts. By targeting people who are talking about and like specific TV shows, you can create a second screen experience with your traditional media buy.
  17. Jay
  18. Maria In the early 2000s, Dove executives began looking for a way to revive a brand that was being overshadowed by other companies. Their PR agency, conducted a study of more than 3,000 women in 10 countries in order to learn about women's priorities and interests. When it reported that only 2 percent of the women interviewed considered themselves beautiful, the executives at Dove saw an opportunity to start a conversation about beauty. Dove's first steps in the Campaign For Real Beauty included "Tick Box" billboards, which debuted in Canada and spread across the United States and United Kingdom. The outdoor billboards featured images of women with two tick-box options next to them such as "fat or fit?" and "grey or gorgeous?“ Passersby could text their vote to a listed number, and the percentages appeared next to the image on the billboard.
  19. Jay
  20. Jay IBM apologized Monday for trying to appeal to women in tech by asking them to hack hair dryers. The company said it would discontinue #HackAHairDryer, an ad campaign that unintentionally delivered the unfortunate message that if you want women to be interested in tech you need to make it all about "girl stuff." The whole thing came off like corporate "pinkwashing," the adult equivalent of pink Legos. Twitter outrage came quickly, particularly from women in tech -- the intended audience for the campaign.
  21. Jay
  22. Jay Volkswagen responded quickly with promoted posts on their social media efforts, and
  23. Maria
  24. Lenovo ThinkStations participates in discussions for conference before, during and after events, driving traffic to their booth and engagement with professionals who follow along at home.
  25. Maria/Jay