Combining the Power of Social Media and Online Advertising for

Report
Combining the Power of Social
Media and Online Advertising for
Effective Web-Based Promotions
APTA Marketing & Communications Workshop
February 24, 2014
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.
FAREPAY Campaign Overview
Social media played a starring
role for the launch of UTA’s
FAREPAY card.
1. The initial FAREPAY
announcement (August 2013).
2. FAREPAY go-live and card
promotion (October 2013).
3. Associated Foods card
giveaway (December 2013).
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.
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.
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.
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
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.
Why Online Advertising?
Affordable.
Targetable.
Measurable.
Affordable.
• Low out of pocket (depending on market)
• Efficient CPM ($5-$10 average, compared to $25 plus for broadcast)
• Limited waste
• Pay per click
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
Measurable.
• Hourly, daily, weekly monitoring
• Ad performance data
• Testable
• Comparable
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
FAREPAY Campaign Conversion.
FAREPAY Display Media Site
Summary.
FAREPAY Top Performing Placements.
FAREPAY Top Performing Creative.
Thank you.

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