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Nickeodeon Digital Media Strategy Final presentation
- 3. The Concept • We have channels such as “Nick Jr. and Nick @ Nite,” so why not create a channel that is solely for the teenagers of this generation. • Hence, the creation of “TeenNick”
- 5. Why does it matter? • A lot of teens rely heavily on social media to get them through their days. • So why not acknowledge the fact that they use these social media platforms and use it to our advantage?
- 7. Budget • We have decided to use Pay-Per- Click • This is the best option for us because we are new in dealing with this particular market • We’d rather start small and change things accordingly.
- 8. Social Media Marketing Tools
Editor's Notes
- For this particular campaign that we will be doing with you, Nickelodeon, we will make our target market the teenagers.
- Teenagers between the ages of 13-18 will be our target market because they have more than likely grown up with us, watching our television shows on Nickelodeon, etc. This day in age, social media is a big thing and that is a big part of how these teenagers communicate.
- So we can use keywords like “TeenNick.” Which is a branch of Nickelodeon, focused mainly on the enjoyment of young adults/teenagers. We have chosen to use this as the main keyword because TeenNick represents them. It also shows them that just because they have “grown” out of a few of the television shows that we broadcast during primetime does not that we have forgotten about them. So letting them know that TeenNick exists is a big thing, lets them know that we still have something for them.
- As far as key performance indicators (KPI) go, we will use social traffic and conversions. We have decided to use this method for a month to make sure that we are reaching the right people and utilizing our time efficiently. Using this method will measure the effectiveness of our social media campaign by generating website traffic. This will help us monitor and measure the amount of traffic that is going to our website from each of our social media platforms, such as Facebook, Twitter, Instagram, and Snapchat.
- Even teenagers acknowledge that social and digital media is apart of their diet. It is something that they have to have daily!
- When it comes to budget, we’d prefer to use pay-per-click since we are new with using this for this particular target market. We’d like to start in a $50-$70 a day range, monitor our ads, and adjust the budget from there. We’d rather plan and start small and change things accordingly. We chose to use pay-per-click to avoid wasting money and in this day and age, teenagers are very curious. So why not get something to peak their interests and get them the information that we want them to see, without them even knowing. It’s almost like they’re making a discovery that could change their lifestyles and what they watch every day.
- The use of the above social media marketing tools is our focus, besides the success of this campaign.
- So the first tool we are going to use are Twitter ads. We felt that Twitter ads would make a good fit for our campaign because it enables us to pay for retweets of our content so that people can see the content that we put out. It could help generate real time activity and business to our website, which is definitely a good thing.
- We also want to advertise on Google search/AdWords, so when someone Google something relative to our product, our website will pop up in that search. We will focus on specific phrases and bid aggressively because it will mean that our ad will show up to the searches that mean the most and are most relative to our target market, resulting in more clicks for us. We also want to target streaming services, specifically Pandora Music. Pandora is essentially a definite impression because users on Pandora can’t skip ads like they can on YouTube. In addition to that, Pandora targets and measures these impressions to ensure we are reaching our target market.