We have talked before about how to combine social with physical promotions and email marketing. But have you ever considered the possibilities for integrating social media with the most iconic of traditional marketing channels? We’re talking about television, of course!
With Digiday reporting that “Twitter-supported TV campaigns deliver a 50 percent greater ROI than TV-only campaigns,” it would be crazy to ignore the potential in combining social and television marketing efforts.
For example, the awards season is quickly approaching. Typically, these shows will have hashtags associated with the awards ceremony and encourage the viewers to live-tweet at home about everything from the winners to the designer gowns.
Recently, celebrities have made the integration even easier with stunts like Ellen DeGeneres’ star-studded selfie.
— Ellen DeGeneres (@TheEllenShow) March 3, 2014
DeGeneres used the #Oscars hashtag, and got A LOT of press for her record-breaking engagement!
Though it’s not just awards ceremonies and celebrities utilizing this channel, nowadays it feels like nine out of ten commercials end with a hashtag to learn more about a product or brand. Businesses are using social media as a conversation extension when it proves more difficult to share their web address versus their Twitter username on the screen.
In a simple purchase of a Smart TV, you can see how television also encourages the connection between mediums. The Samsung Smart TV has an app built into the menu allowing you to display your Twitter feed simultaneously with a cable connection. Therefore, when watching a certain program you can search hashtags, browse your feed, or tweet your thoughts about the show you are watching.
Comcast Xfinity has also started sharing in their guide what shows are trending on Twitter in real time. Their trending icon is displayed on their channel guide when a television show matches a high number of tweets on Twitter to indicate it is a trending topic. As of right now you cannot share tweets to Twitter from the guide.
Though if what Twitter for Business says is true, that “95% of the public social conversation around TV happens on Twitter,” it may be time to really investigate how your own business or brand can connect social and television.
Here is what Twitter suggests, and how you can apply it to your business:
1. Harness the power of hashtags
As explained in this power of the hashtag infographic, an appropriate tag can significantly enhance a small business’ or agency’s social media strategy.
Twitter suggests including hashtags in your TV marketing, but with smaller budgets you may not have the opportunity to create these conversations. On the bright side, you can still monitor other brands’ hashtags and get in on hashtag conversations.
TIP: Don’t tweet about just any brand’s hashtag. Think about the relationship between a brand and your own to make connections their audience would appreciate. For example, you own a cleaning service and join a popular hashtag conversation about the mess Campbell’s Prego Pasta Sauce can make. Finding these commonalities can give you a leg up on your competition.
2. Integrate your Twitter presence into your TV ads to extend your reach.
Increasing the reach of your tweets is highly desirable for traffic, exposure, and SEO.
You may wish to include your Twitter handle (@username) on TV commercials, like other big brands, to collect those impressions. But instead, you may be frivolously checking your Twitter stats finding ways to increase that number. Luckily, there are ways to work around this barrier.
TIP: Reply with witty and clever tweets to big brands. If your response amuses their social team, you could find yourself being retweeted and gaining the eyes of all of their followers! It’s not a guaranteed way to improve this metric, but it is a fun way to try. The key is to look out for when a brand is trending or sending out promoted tweets – that means they are hungry for interaction with their audience!
3. Live-tweet popular programming
As discussed, live-tweeting is the easiest way to get into the conversation with thousands of Twitter users at once. It is made simple by the variety of tools at your disposal to stay connected.
While big brands can control these conversations by creating and branding the hashtag, there has been a term coined by David Meerman Scott that can help you take over the conversation called Newsjacking.
TIP: Newsjacking is “the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success” (Hubspot). By newsjacking a popular program’s hashtag, you can take a blunder like the Superbowl lights going out and turn it into a legendary campaign (Thank you, Oreo). Creating these visually-stimulating real time marketing pieces can be easy with tools like Pagemodo’s Post Designer. To make the marketing splash you have always wanted, you just need the courage to click TWEET!
Do you think you’re ready to start live-tweeting with television? The Golden Globes, the Oscars, and the Superbowl are all approaching quickly.
So start writing down the hashtags and prepare to monitor several social profiles for a potential marketing game changer! Just remember while Twitter may be the easiest for keeping up with the conversation, Facebook, Pinterest, and Instagram use the hashtag too.
Don’t forget when you try out newsjacking, to share your big results with us in the comments!
About the Author: Deanna Zaucha is the Content Marketing Coordinator for Webs and Pagemodo, and also manages our social media presence. She can be found on a dance floor, or on her iPhone keeping up with trends in marketing and tech. Get more from Deanna on Pagemodo’s Blog and Twitter.