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.