Integrating Traditional and Social Media Webinar

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


What We’ll Cover Today

• Why Integrate? (5 minutes)

• Ten Ways to Integrate (35 minutes)

• Questions (15 minutes)


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Why 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.

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10 Ways to Integrate – Use Traditional Media as a Social Driver

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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

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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.

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Opportunity: Test Messaging and Images

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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

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http://analytics.twitter.com/


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.

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https://www.facebook.com/ads/audience_insights



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.

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10 Ways to Integrate – Converse in the Traditional Space

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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.

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10 Ways to Integrate – Use Traditional Media as the Prize

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Opportunities – TV Targeting

Sign up to get alerts on trending TV shows:

http://www.nielsensocial.com/nielsentwittertvratings/daily/

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http://www.nielsensocial.com/nielsentwittertvratings/daily/



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.

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10 Ways to Integrate – Continue the Story on Social Media

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Opportunity – Leverage Thought Leaders

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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.

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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.

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Case Study - Volkswagen

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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.

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TV

Paid Search

Landing Page B

Landing Page A

Results

Retargeting


Client Case Study - Husqvarna

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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.

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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.

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QUESTIONS?

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