There is always this debate going on about what delivers the greater ROI traditional media or social media? Which one delivers greater results? Which one costs more? Which one is worth your time? It appears that traditional media and social media are at war with one another and that’s not the way it should be. Marketing and relationship strategies appear to be fragmented. Traditional and social media are not working together, but they should be. Oh, by the way, here is a great quote from Harvard Business School Associate Professor, Andy McAfee on measuring the ROI from social media:
“There is not enough ROI for figuring out ROI. It is an intellectually bankrupt exercise.”
Consider the following scenarios for a moment:
- What if the next time you see a Comcast commercial on t.v. they provide a URL to their twitter account?
- What if the next time you see a Southwest Airlines commercial they mention special promotions via their blog?
- What if the next time you see a Microsoft commercial they tell you about their facebook fan page?
- What if the next time you’re on twitter Dell tells you about the new commercial that is airing offering a special mention to their twitter followers?
- What if the next time you see a commercial for a Coca-Cola product they offer the first 1,000 people to follow them on twitter a free case of their favorite coke product?
- What if the next time you open up a Conde Nast magazine you find a message that says “if you are among the first 1,000 people who read this article and write a post about it and send us the link, you will be given a free 1 year subscription to the magazine of your choice!”
- What if the next time you were on twitter 20th Century Fox announced a sneak preview of the next big movie at select theaters throughout the state. You could only find out about if you are on twitter and you could only go if you are following 20th Century Fox on twitter.
- What if Lions Gate Pictures created a Youtube film with big name actors (or not), they would release the film in pieces and only release the next video when the first one received a certain amount of views? Heck, why not even let the users vote on what happens next from a choice of scenarios?
As you can see the ideas go on and on, I have many more. I think it’s about time we see some creative integrated marketing, something that is engaging and creates a conversation and relationship. Social media is a very powerful medium but you have to be clever and be creative, don’t be scared to try something new!
How would you integrate traditional media with social media?
thanks for reading!
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