Media Strategy and Management three sixty brand strategy

Media Strategy and Management three sixty brand strategy Geoffrey Graybeal | Jameson Hayes | Amy Sindik Acknowledgment: Dr. Ann Hollifield

Industry Structure Terms Broadcast u Cable u Syndication u Network u Station u Affiliate Station u Cable Network u Nielsen u Arbitron u Scarborough u ABC u Technorati u

Broadcast vs. Cable Regulation differences u How will Conan be different on cable? u u u Being on cable, O'Brien's humor will no longer be bound by the constraints of broadcast television. —George Lopez "One thing that was important to him was doing a show that was edgy. " "When you go to cable, there are no stations and no affiliates and they allow you to do your show. “—George Lopez

“Market” Geography u Product u u Utilities • Uses and gratifications • Gratification Opportunities

Media Markets u Joint Commodity/Dual Product Market • Audience • Advertisers

Organizational Structure/Strategy Terms u Vertical Integration u Horizontal Integration u Lateral/Diagonal Integration

Market Strategies Globalization u Clustering u Convergence u Marketing Synergies u Bundling u Diversification u Segmentation/ Specialization u Branding u

Other terms u Barriers to Entry u Product Differentiation u Audience fragmentation

Applied Elements of Strategic Management u Product Differentiation • Talented personnel an element u Branding u Brand Extension

What management wants u u u Ad campaign that give them measurable and trackable results Want to be able to replicate the ad campaign at other college campuses Justifiable reasons for ad decisions

Different Strategies: Multicasting u Use digital spectrum to increase channel output • Channels tend to be local & niche programming u u u TV: Hispanic; local news; 24 -hour weather; local high school or college sports Radio: micro-niche formats; data services; other services (audio downloads; ring tones) Advantages: • Expands programming range & audiences • Attracts non-traditional radio & television advertisers; extends reach of existing advertisers • Enhances market power against new video, internet, and satellite radio services • Allows stations to increase market power without the financial and regulatory problems of station duopolies • Offers windowing and repurposing opportunities

Enhance Online Presence u Increasing online content offerings • Web sites no longer just PR, schedule and contact information • More streaming • Creating unique content for Web-only distribution Complete interview footage u Breaking news u • Provide search features

Enhance Online Presence u Advantages: • Capture online advertising opportunities u • • • Online advertising growing faster than any other sector (51. 4% vs 42. 7% in past decade) Capture new advertisers Enhance repurposing opportunities Expand content range u u Radio: Feature new and local bands not available through record labels Social networking • Increase audience loyalty and brand recognition through interactive features • Reach young audiences • Compete with online newspapers • Capture classified advertising • Increase audiences’ daytime consumption of content • Provide better audience measurement

Expand distribution platforms u Stations partnering with other platforms • Cell phone, ipod, wireless providers • Selling news, weather, sports, ringtones, data u Advantages: • • • Capture new advertisers Offer new options to existing advertisers Expand content range Use repurposing opportunities (? ) Provide new audience gratification utilities Increase audience loyalty through more regular contact • Increase brand recognition

Encourage Audience Involvement u Increase opportunities for interactivity u u Contesting on radio and TV with phone, online and text messaging Use audience created content As original programming u To supplement staff-created content u u Advantages • Reduces production costs u Covers for staff layoffs • Increases audience loyalty and brand recognition • Increases community “buzz” • Attracts young audiences

Social Media Marketing

SMM Changes the Game Becoming human again. u The relationship is everything. u Day trading SOCIAL EMOTION u Success determined by quality of listening u

Reverse Everything You “Know” u Push is now pull. u Monologue is dialogue. u Talking is listening. u Image is authenticity. Cannes Advertising Festival Seminar: Simon Mainwaring

Co-Authoring Social Network Sites u Real Time Apps u Location-based apps u Mobile Apps u Social Web u

Peer Influence Pyramid

Mass Influencers

Reaching YOU Students trust each other, not brands. u Broad reach doesn’t work. u Be straight up! u Don’t half-ass it. u How to Reach Those Crazy College Kids – i. Media Connection

Measuring Engagement: What NOT to do u Don’t fall into the follower trap. u Don’t obsess about brand buzz u Don’t forget about hidden benefits u Don’t expect instant returns Can marketers catch the “ROI leprechaun”- Smart. Brief

Measuring Engagement u Model for Measurement: • A trigger that validates the intent of the user. • A measure of scale of the engagement. • Post-exposure tracking ASK TURNER WHAT IS AVAILABLE!!!

…AND, OH YEAH ASK TURNER WHAT IS AVAILABLE!!!

No Need to Reinvent the Wheel u Turner and other networks have conducted successful campus/social media campaigns • Adult Swim • Jimmy Fallon • Mobile app • Campus block parties • and Conan’s comedy tour