10 Steps to Effectively Impact the Consumer Through Digital Media
CHELSEY'S CURATIONS
With digital media platforms such as Facebook, Twitter, YouTube, and Instagram, every person and brand can engage in a larger discussion with creative content.
Looking to grow your brand and attract more views? Let’s discuss how digital media can effectively impact consumers’ needs.
In 2021, the brand uses four of the most used social media platforms used for news. Social media is a digital media outlet and digital media users around the world are increasing on the world wide web daily.
Digital Media Channels used for News
- Online media (digital media)
- Television (broadcast & cable)
- Social media (social networking sites)
- Print Media
(Updated July 2021 – By: Hootsuite.com)
Short Introduction about the individual or company in the case study:
Tampa International Airport of Tampa Bay Florida gained national media coverage after going viral on social media. (Hootsuite 2021). Here’s how the airport used digital media to effectively impact its consumers.
With a personal and or emotional marketing strategy, the airport seeks to highlight the personal experiences shared at Tampa International Airport. For them, business “is always personal”. The airport’s marketing team choose to use digital media to highlight personal experiences shared throughout the airport.
10 Steps: How to use digital media to impact the consumers’ needs.
Have a StrategyUse digital platforms that people useKnow what moves your audienceShowcase your TalentsHave a goalGo the extra mileKnow when and how to respond to your audienceGive the Consumer an ExperienceBuild an online communityOnce you have found what works, repeat it again
STEP 1: Have a Strategy
A strong social media strategy includes the following:
- Brand Awareness
- Drive traffic to your website
- Generate new leads
- Grow revenue
- Boost brand engagement
- Build a community around your business
- Provide social customer services
- Increase mentions in the press
One of the airport’s first viral media presence started after the marketing team chose an organic story to highlight the company’s slogan. Posting on two of the world’s most used digital platforms, a storyline about an operations manager who went out of his way for a little boy who lost his stuffed tiger in the airport’s children’s play area.
STEP 2: Use digital platforms that people use
Top 10 Most used social media platforms used Internationally
- Facebook (social sharing & networking)
- YouTube (video sharing)
- WhatsApp (American messaging)
- Instagram (photo sharing)
- FB Messenger (American messaging app and platform)
- WeChat (Chinese multi=purpose messaging)
- TikTok (video sharing social networking)
- QQ (Chinese Instant messaging)
- Douyin (China TikTok)
- Telegram (instant messaging)
Image: Most-Used Digital Platforms
The operations manager took photos of the bear traveling throughout the airport, looking for his owner.
He then turned these photos into a photo book for the family to pick up when they returned to the airport to pick up the stuffed tiger found by the operations manager. (StoryAwards,2021.)
STEP 3: Know what moves your audience
The brand wrote a story about how frantic the original call was. Which led the stuffed tiger on an adventure around the airport and finally returned home to its owner. The target audience was captivated, the viral social media posts tug on your heartstrings. “The story went viral, reinforcing to the public that Tampa’s International airport is committed to its consumers.” (Story awards, 2021)
“Lost toy tiger goes on airport tour”
STEP 4: Showcase your Talents
The brand’s strategy is to, “promote genuine acts of kindness”. The goal, is to reflect through the staff and consumers. Creating a spirt thought-out the airport. A display of the “airport’s interest in delivering customer care with a personal touch.” (shortyawars, 2021)
The brand’s social media post described “how an airport employee took it upon himself to then take the boy’s tiger around the terminal, photograph it and make it into a book”. (Shortyawards, 2021)
STEP 5: Have a goal
Tampa International Airports goal is to “tell the story of there brand through personal experiences – unfiltered and exactly how it happened – and let it showcase our core value of customer service and to encourage brand loyalty from a local, national and international audience.” (StoryAwards, 2021)
STEP 6: Go the extra mile
The grand adventure was everything. Taking the stuffed tiger and photographing it around the entire airport was what I call a classic and organic social media post. A Picture, video, and or book in this case is worth a million words. Therefore going the extra mile is always worth it.
STEP 7: Know when and how to respond to your audience
“As interest in the story grew, we continued to keep it personal. When a staff member’s mother posted on Facebook: “What a great story. What a great airport,” the airport answered: “Thanks, mom!” That prompted this reply: “I love that TPA has a mom … who’s also on Facebook.” (StoryAwards, 2021)
STEP 8: Give the Consumer an Experience
(StoryAwards, 2021)
Social media was used to guide the consumer’s experience. In order to reserve the opportunity to use the digital strategy. Meaning, the consumer was highlighted with the intention to grow the conversation. Waiting for an opportunity to interact with the consumer. One of many ways the brand nurtured its established social media networking relationships.
STEP 9: Build an online community
The company’s social media links lead back to the main website. They posted the story on Facebook and Twitter with a handful of photos, linking back to the story on our website.
STEP 10: Once you have found what works, repeat it again
Creatively continuing the conversation on social media leads to media coverage locally, nationally, and internationally.
Conclusion:
10 Steps: How to use digital media to impact the consumers’ needs.
- Have a Strategy
- Use digital platforms that people use
- Know what moves your audience
- Showcase your Talents
- Have a goal
- Go the extra mile
- Know when and how to respond to your audience
- Give the Consumer an Experience
- Build an online community
- Once you have found what works, repeat it again
Produced By
Hillsborough County Aviation Authority
Links
ENTRY CREDITS
- Janet Zink
Assistant Vice President of Media and Government Relations at Tampa International Airport - Emily Nipps
Communication Manager at Tampa International Airport - Danny Valentine
Communication Manager at Tampa International Airport - Christine Osborn
Communication Manager at Tampa International Airport - Tony D’Aiuto
AOC Manager at Tampa International Airport
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