Adconference2012

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sSocial mediaand advertisingHow to incorporate social media into your advertising strategy

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Social media• Perhaps the most important tool in your marketing toolbox• New word-of-mouth advertising (Facebook, Twitter, Yelp,

review sites, etc.)• Efficient, allows you to connect with people interested in your

brand, product, etc. • Helps you respond to criticism/provide better customer

service• Find out what your customers/readers want (focus group)• Gives small guys a chance. Now they can compete with the big

guys

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We can…• Deliver eyeballs across multiple social media channels• Help brands build social media presence • Help advertisers connect with consumers• Spread advertiser’s message and engage in direct conversations with consumers• Increase consumer brand loyalty

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What’s needed• Partnership between marketing/advertising and editorial

(Editorial creates great products but does advertising know about them?)

• Everyone needs to be on board and understand how social media works. Those who are most successful are those who live it day in and day out.

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Facebook contests• Utilize our Facebook contests

to grow advertiser’s Facebook fan base, increase its web traffic, grow its database and drive attention to its business.

• We offer multiple options for social media contests, each includes varying levels of the following elements:

Facebook posts promoting contest

Tweets promoting contest

Targeted Facebook display ad campaign

E-mail blast to promotional opt-in database

• Advertisers can leverage our vast social media expertise to build their Facebook presence and grow their business.

• Our Facebook “build-out” packages give advertisers the flexibility and scalability to properly represent their business on Facebook.

• Each package includes varying levels of the following elements:

BEFORE

AFTER

Build your Facebook presence

Facebook timeline:creative design & build-outContent curationTwitter integrationYouTube integrationFacebook display ad campaignFacebook acceleratorReporting and analytics

Status updates• We help an advertiser stay

connected with its fan base by featuring status updates on its Facebook timelines.

• These status updates drive interactivity with its fans, and provide information about its business.

Timeline monitoring and community interaction

• We’ll carefully review questions

and comments from the community, and post responses.

• We monitor an advertiser’s Facebook timeline, and help guide community interaction with its fan base.

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Cross-promotion posting

• We handle cross-posting of an advertiser’s Facebook timeline, driving engagement and exposure of its company brand.

• We’ll post to pages where its customers are likely to be, and do so multiple times each month!

Sponsored blog posts

• Blog format allows readers to interact, share and be inspired

• Weekly blog post by advertiser

• Link to blog post on category tab

• Social media promotion each time new blog is posted

• E-newsletter will refer readers to your post at least 1x/month

E-newsletters• Smart and FlipSide e-newsletters

distributed each week• Delivered to thousands of

southcentral PA residents• Filled with weekly don’t miss

opportunities such as contests, events, important news and information

• Two ad positions available:• 300 x 250• 728 x 90

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Pinterest• Sponsored boards, sponsor pins

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Sharp-dressed shoes contest

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Back-to-school Instagram photo contest

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Think outside the boxUse Geofeedia to find content

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Use Storify to curate content

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Pin content to Pinterest board (board sponsor, pin)

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Turn content into slideshow via Storify (incorporate ad slide)

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Pre-roll videos ads

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Events• Steal idea from radio and do remotes at area businesses using

newspaper brands and personalities (ie. Smart, Buffy’s World) • Business pays for event (ie. Spa Day at Heritage Hills) and

media company promotes via all social networking channels, in print, etc.

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Sell in advance for events• Sporting events (ie. Penn State football, high school football,

Revs games, etc.) • Entertainment events (ie. Concerts)• Annual events (ie. York Fair, high school graduations)• Weather (ie. Snowstorms) Have Storify prepared, save in draft,

add photos

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Guerrilla marketing• Think about audience. Who would be interested in the

content. ie. Starbucks coffee sleeves craft• Use Facebook, Pinterest, Google+, Linkedin, Tumblr, Twitter,

Instagram, blogs, etc. to connect with people who might be interested in your content.

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Challenges: Metrics• Understand that metrics are different when it comes to social

media. You are building relationships and it builds over time• Harder to link social media to sales• Can look at number of comments, shares, tweets, +1s,

Facebook likes, Klout scores (measures online influence), etc. • Benefits of social media build over time.

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Tips• Play where the consumers play• Don’t be afraid to try new things and fail• Use social media tools to help manage daily social media

activities. We use HootSuite and TweetDeck.

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Follow me• Buffy’s World:

http://www.yorkblog.com/buffy/• Buffy’s Write Zone: http://buffyswritezone.blogspot.com/• Author website:

www.authorbuffyandrews.com• Twitter: https://twitter.com/Buffyandrews• Facebook: https://

www.facebook.com/buffy.andrews• Google+: https

://plus.google.com/u/0/102646936236475852585/posts

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Follow me• Pinterest: https://pinterest.com/buffyandrews/• Tumblr: http://www.tumblr.com/blog/buffyandrews• Storify: http://storify.com/buffyandrews• Instagram: buffyandrews• Linkedin: http://www.linkedin.com/profile/view?id=40047960

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Contact

Buffy AndrewsAssistant Managing EditorFeatures and Niche PubsSocial Media Coordinator

York Daily Record Email: Buffy@ydrcomPhone: 717-771-2052