Measure Television Media ROI Using Social Media

In case you missed part one of this three part series, we discussed how to use social as a point of conversion from traditional media placements. We’ve already covered how this works for billboards placements and today we are going to talk about television conversion.

Many people have discussed the connection between TV and social media. Unfortunately,  those discussions have been limited to engagement, not actual conversion. We’ve learned with several different clients that giving viewers a yes button on a TV (Actiontags) allows traditional media offers to be claimed and amplified by viewers within social media. Actiontags allow brands to display a call to action on any media (TV, billboards, print, in venue) giving consumers the ability to respond to the message instantly on social. When consumers utilize this call to action, they can continue down the conversion funnel to their desired end result.

Some of our clients are utilizing this feature for several different programs on traditional media including sampling and sweepstakes:

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As the PGA Byron Nelson Championship aired on television, TaylorMade promoted their Actiontag sweepstakes for their newest product, The SLDR S golf club. The Actiontag sweepstakes was aired live during the CBS Broadcast. Users who saw the call-to-action during the PGA broadcast on CBS could enter the sweepstakes to win a SLDRs or trip to the US Open by posting two branded hashtags on social.

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For the first time ever, OREO launched a product sampling campaign by featuring an Actiontag in a prime-time TV commercial. It offered customers first access to a new product flavor by adding the hashtag #SendMeOreo at the end of the TV spot, which aired during the 2014 Grammys.

By activating a TV commercial within social media using Actiontags, Oreo was able to amplify their message within an online channel, reward engaged viewers and distribute product to those who have shown intent.

By adding a conversion component to hashtags that we see on TV today, brands can expand their reach and ultimately learn about their most engaged consumers- within a whole new, noisy and social channel.

Stay tuned for our final piece on how Chirpify helps connect the dots between in-venue advertising and converting consumers in social.

We will be hosting a webinar on August 14th at 11am “Leveraging Social Media for  Cross-Channel Marketing Conversion.” Read more and join us by visiting our Channel here.