How companies integrate social media marketing into print advertising
Published on September 17th, 2010 by Nick Shin
During last week’s #smmeasure chat, we answered the big question: “What is online influence?” with special guest @Klout. This week I wanted to ask everyone about a topic that is not often discussed in social media: print advertising. Thanks to everyone who participated and helped spread the word. And, as always, a shoutout to Sysomos’ Community Manager Sheldon Levine @sysomos for co-hosting the chat.
#smmeasure chat #8 recap
Below are a few tidbits from today’s conversation. If you want to get your mind blown with more great advice, take a look at the full transcript.
Q1: What are some of your favorite examples of companies that use print to promote social media marketing?
- @40deuce: “one of my fav’s was earlier this year Trident did a print ad showing off what people were saying about them via Twitter”
- @buona_vita: “I have found recently that many companies will throw in the find us online @ towards the end of an ad”
- @theblogstudio: “#vitaminwater has done a great job of mixing social media w promo teams & advertising to create a cohesive presence on & offline.”
- @Global_Thinkers: “European low-cost airlines like to plaster their social media info on their planes!”
- @rochlatinsky: “@virginmobile is also doing a good job with print pushing their online presence”
- @jgombita: “Rather than favourite ex. of companies using print to promote social media, PRACTICAL is Twitter addresses in store windows”
- @dbbradle: “Gap did a great job of driving traffic to their Facebook page using print in their “Born to Fit” campaign.”
- @dbbradle: “K2 skis killed their website and are strictly Facebook now. Wildly awesome.”
- @KnowledgeBishop: “Posting Twitter account names in retail store windows? Priceless!”
- @PRBristolblog: “the Independent newspaper (UK) has a feature on the most topical/funny tweets of the last 24hrs, think this is neat”
- @marketwire: “Dominos and @Ramon_DeLeon have a done a great job of print to promote social media”
- @AlexConde: “I’ve seen a lot more SM pushed at Point of sale for fast food. Perhaps it’s a strategy? See-Crave-Eat-Share?”
Q1.5: What kind of print advertising do you do that points to social media campaigns?
- @BPMacKenzie: “I have been seeing an increase in QR code bars [link to: http://en.wikipedia.org/wiki/QR_Code] in magazines & the increase of smart phone usage… sign of things to come?”
- @Global_Thinkers: “I find all too often that the print ad guys are never in the same room with the SM guys… still a disconnect”
- @SunnyinSyracuse: “…as simple as putting our handles on our business cards”
Q2: How do you mix your print advertising with your online social media efforts and vice versa?
- @WriterChanelle: “Seeing SM listings on everything from cups to coupons”
- @MichaelNus: “Pet Peeve: print ads with the twitter or FB icon on them but with no address. You can’t click print ads!”
- @casiestewart: “i used to use stickers & did a postering on queen street pointing to my twitter/website”
- @buona_vita: “When we have an article come out in print, I like to tumble it”
- @ambercleveland: “Recommend if people have article in print, link to source incl thumbnail of article via all of their SM channels”
- @Global_Thinkers: “No matter how it’s done, it has to be visually consistent, immediately identifiable across media.”
- @inspiredtrain: “Trad and New media should be symbiotic. Holistic. The message is the same, the delivery is different”
- @inspiredtrain: “But trad marketing can capture people still unaware of your SM efforts.”
Q3: How would you measure the effectiveness of your print advertising that points to social media campaigns?
- @dbbradle: “One component could be trackable URL on the print ad.”
- @PRBristolBlog: “Take up (followers or likes), to get even more accurate data encourage the use of offer code / hashtag”
- @inspiredtrain: “QR Codes. Print Ad points and says scan. A Single page website specific to print campaign.”
- @WriterChanelle: “With Google Analytics, you measure your unique visitors. Klout, keep an eye on the achievements section”
- @jdojc: “that’s a bit too broad a question sometimes traditional and social serve different purposes, sometimes they shake hands”
- @MichaelNus: “I would say if you can’t measure it then integrate. Put social links on print ads or use a referral code. You should get SOME #s”
- @AnthonyZanfini: “Specific URLs are great for meas. but costly to build & manage for clients. Landing pages are the fallback.”
- @BPMacKenzie: “the ultimate goal to get people use ur service or buy ur product, make it as easy as possible for them to be informed about u”
Q4: How would you improve/tweak your print advertising and social media campaigns? Next steps?
- @adriannadunn: “we’ve found that messaging (print & SM) must focus on our partners & how our software improves their life, not features & specs”
- @BPMacKenzie: “With the increase in Smart Phone use, I think we are going to see a huge increase in QR codes in print ads.”
- @deegospel: “spend more time designing how the communication channels will work before spending another dime”
Fun Tweet of the Chat
- @inspiredtrain: “How many times have I wished I could leave a comment on a TV Ad.”
“Scary” Tweet of the Chat
- @KnowledgeBishop: “When retail fully integrates location based promotion (“tweets you a coupon as you walk by”) it’ll be crazy!”
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See you next Thursday,