Buffy Andrews of Buffy's World presents on Social Media and Advertising at PNA Advertising Conference 2012.

1. Social media
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and advertising
How to incorporate social media into your advertising strategy

2. Social media
• Perhaps the most important tool in your marketing toolbox
• New word-of-mouth advertising (Facebook, Twitter, Yelp,
review sites, etc.)
• Efficient, allows you to connect with people interested in your
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brand, product, etc.
• Helps you respond to criticism/provide better customer
service
• Find out what your customers/readers want (focus group)
• Gives small guys a chance. Now they can compete with the big
guys

3. We can…
• Deliver eyeballs across multiple social media channels
• Help brands build social media presence
• Help advertisers connect with consumers
• Spread advertiser’s message and engage
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in direct conversations with consumers
• Increase consumer brand loyalty

4. What’s needed
• Partnership between marketing/advertising and editorial
(Editorial creates great products but does advertising know
about them?)
• Everyone needs to be on board and understand how social
media works. Those who are most successful are those who
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live it day in and day out.

5. Buffy Andrews

6. Facebook contests
• Utilize our Facebook contests
to grow advertiser’s
Facebook fan base, increase
its web traffic, grow its
database and drive attention
to its business.
• We offer multiple options for
social media contests, each
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includes varying levels of the
following elements:
Facebook posts promoting
contest
Tweets promoting contest
Targeted Facebook display
ad campaign
E-mail blast to promotional
opt-in database

7. Build your Facebook presence
• Advertisers can leverage our vast social
media expertise to build their Facebook
presence and grow their business.
• Our Facebook “build-out” packages
give advertisers the flexibility and
scalability to properly represent their
business on Facebook.
• Each package includes varying levels of
the following elements:
Facebook timeline:
creative design & build-out
Content curation
Twitter integration
YouTube integration
Facebook display ad campaign
Facebook accelerator
Reporting and analytics

8. Status updates
• We help an advertiser stay
connected with its fan base by
featuring status updates on its
Facebook timelines.
• These status updates drive
interactivity with its fans, and
provide information about its
business.

9. Timeline monitoring and
community interaction
• We monitor an advertiser’s
Facebook timeline, and help guide
community
interaction
with its fan
base.
• We’ll carefully
review questions
and comments
from the
community, and
post responses.

10. Cross-promotion posting
• We handle cross-posting of
an advertiser’s Facebook
timeline, driving
engagement and exposure
of its company brand.
• We’ll post to pages where
*Quantity of monthly cross-posts is dependant upon package level
its customers are likely to
be, and do so multiple
times each month!

11. Sponsored blog posts
• Blog format allows readers to
interact, share and be
inspired
• Weekly blog post by
advertiser
• Link to blog post on category
tab
• Social media promotion each
time new blog is posted
• E-newsletter will refer
readers to your post at least
1x/month

12. E-newsletters
• Smart and FlipSide e-newsletters
distributed each week
• Delivered to thousands of
southcentral PA residents
• Filled with weekly don’t miss
opportunities such as contests,
events, important news and
information
• Two ad positions available:
• 300 x 250
• 728 x 90

13. Pinterest
• Sponsored boards, sponsor pins
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14. Sharp-dressed shoes contest
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17. Back-to-school Instagram photo contest
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19. Think outside the box
Use Geofeedia to find content
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20. Use Storify to curate content
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21. Pin content to Pinterest board (board sponsor, pin)
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22. Turn content into slideshow via Storify (incorporate ad slide)
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23. Pre-roll videos ads
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25. Events
• Steal idea from radio and do remotes at area businesses using
newspaper brands and personalities (ie. Smart, Buffy’s World)
• Business pays for event (ie. Spa Day at Heritage Hills) and
media company promotes via all social networking
channels, in print, etc.
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26. Sell in advance for events
• Sporting events (ie. Penn State football, high school football,
Revs games, etc.)
• Entertainment events (ie. Concerts)
• Annual events (ie. York Fair, high school graduations)
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• Weather (ie. Snowstorms) Have Storify prepared, save in draft,
add photos

27. Guerrilla marketing
• Think about audience. Who would be interested in the
content. ie. Starbucks coffee sleeves craft
• Use Facebook, Pinterest, Google+, Linkedin, Tumblr, Twitter,
Instagram, blogs, etc. to connect with people who might be
interested in your content.
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28. Challenges: Metrics
• Understand that metrics are different when it comes to social
media. You are building relationships and it builds over time
• Harder to link social media to sales
• Can look at number of comments, shares, tweets, +1s,
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Facebook likes, Klout scores (measures online influence), etc.
• Benefits of social media build over time.

29. Tips
• Play where the consumers play
• Don’t be afraid to try new things and fail
• Use social media tools to help manage daily social media
activities. We use HootSuite and TweetDeck.
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30. Follow me
• Buffy’s World:
http://www.yorkblog.com/buffy/
• Buffy’s Write Zone:
http://buffyswritezone.blogspot.com/
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• Author website:
www.authorbuffyandrews.com
• Twitter: https://twitter.com/Buffyandrews
• Facebook:
https://www.facebook.com/buffy.andrews
• Google+:
https://plus.google.com/u/0/10264693623
6475852585/posts

31. Follow me
• Pinterest: https://pinterest.com/buffyandrews/
• Tumblr: http://www.tumblr.com/blog/buffyandrews
• Storify: http://storify.com/buffyandrews
• Instagram: buffyandrews
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• Linkedin: http://www.linkedin.com/profile/view?id=40047960

32. Contact
Buffy Andrews
Assistant Managing Editor
Features and Niche Pubs
Social Media Coordinator
Buffy Andrews
York Daily Record
Email: Buffy@ydrcom
Phone: 717-771-2052