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