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Combining the Power of Social Media and Online Advertising for Effective Web-Based Promotions

Combining the Power of Social Media and Online Advertising for Effective Web-Based Promotions. APTA Marketing & Communications Workshop . UTA Social Media Overview. UTA social media accessible from News and Events page at rideuta.com .

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Combining the Power of Social Media and Online Advertising for Effective Web-Based Promotions

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  1. Combining the Power of Social Media and Online Advertising for Effective Web-Based Promotions APTA Marketing & Communications Workshop

  2. UTA Social Media Overview • UTA social media accessible from News and Events page at rideuta.com. • Social media channels include Twitter, Facebook, Instagram, YouTube and Flickr. • Twitter : 8,600 followers. Offers service alerts, updates and UTA news. Staffed 5 a.m. – 8 p.m., M-F. • Facebook: 6,800+ likes. Used to publicize UTA news and events and to answer rider questions and concerns. • Instagram feed and a YouTube channel used to engage and educate riders.

  3. FAREPAY Campaign Overview • Social media played a starring role for the launch of UTA’s FAREPAY card. • The initial FAREPAY announcement (August 2013). • FAREPAY go-live and card promotion (October 2013). • Associated Foods card giveaway (December 2013).

  4. FAREPAY Phase 1: Announcement • Posted on UTA’s blog on August 28. • Links to the blog post were pushed out via UTA’s Facebook page and Twitter feed. • Results: • The initial tweet received 128 clicks, the highest of the month. • The Facebook post received 187 likes, comments or shares. • The FAREPAY post was the most visited page on the UTA blog during the month of August.

  5. FAREPAY Phase 2: Go-live Oct. 8 – FAREPAY release date was announced on UTA’s blog, Facebook and Twitter feed Oct. 9 – FAREPAY cards preloaded with $15 were handed out at select FrontRunner and TRAX stations. Oct. 14 – FAREPAY cards made available to the public. YouTube video posted with links on Facebook and Twitter. Oct. 15 – Link to a list of stores carrying FAREPAY cards posted to Facebook and Twitter. Oct. 21 – UTA issued social media reminders about FAREPAY’s store locator function.

  6. FAREPAY Phase 2: Go-Live (Cont.) • Results: • In October, UTA received an average of eight Facebook likes per day. On Oct. 8 and 9, during the FAREPAY card giveaways, UTA received 64 and 58 likes. • FAREPAY posts received more likes, comments and shares than any other post UTA shared on Facebook during October. • On October 8, UTA gained approximately 75 new Twitter followers, the biggest increase of the month.

  7. FAREPAY Phase 3 • In December, UTA hosted a 5-day giveaway to promote that FAREPAY cards were available at Associated Foods stores. • Riders asked to guess a specific Associated Foods store location for the chance to win a $50 FAREPAY card. • Snapshot of the store was posted on Facebook and Twitter. Followers invited to guess the store location by leaving a comment on the UTA blog. • Results: • More than 60 entries received each day • UTA received more than 160 clicks on the initial contest announcement tweet, increased Twitter followers more than 200 during the contest

  8. Online Advertising • All social media efforts were supported with a robust media buy • Media buy included radio, outdoor and, most importantly online advertising. • Social media is not intended to replace advertising. UTA and R&R worked together to make a comprehensive campaign rather than separately emphasize social media and traditional media.

  9. Why Online Advertising? Affordable. Targetable. Measurable.

  10. Affordable. • Low out of pocket (depending on market) • Efficient CPM ($5-$10 average, compared to $25 plus for broadcast) • Limited waste • Pay per click

  11. Targetable. • Reaches “hard to reach” millennial • Geo-targeted • 1 to 1 marketing (vs. broad target appeal of broadcast) • Targetable to consumer habit i.e. baseball fan, stay at home parent • Re-targeting

  12. Measurable. • Hourly, daily, weekly monitoring • Ad performance data • Testable • Comparable

  13. Online Begets Online. • Online media increases social media activity • SEO tends to increase with online buys • Maximizes online transactions i.e. buying a pass online

  14. FAREPAY Campaign Conversion.

  15. FAREPAY Display Media Site Summary.

  16. FAREPAY Top Performing Placements.

  17. FAREPAY Top Performing Creative.

  18. Thank you.

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