360i report on social media calls to action in traditional advertising

Integrated Solutions. Measurable Results. December 2010 360i Point of View on Social Media Calls to Action in Traditional AdvertisingOverviewAdvertising is more effective and engaging when digital and traditional marketing channels worktogether. By bringing a brand’s audience offline to its digital assets, particularly within social spaces,consumers can extend their experience with the brand. In turn, brands can further engage withconsumers over time, increasing the overall impact of the messaging. For a brand to create this effect,these two marketing channels will need to come together. A Social Call to Action Can Bridge the Gap Including a social media call to action in traditional advertising enables consumers to continue a relationship with brands. A brand’s social media activities can be promoted across any and all traditional forms of advertising, including print, OOH, radio and television, and can even occur at brand-hosted PR events. Activating consumers in social media (“Like” a brand page on Facebook, follow on Twitter, watch on YouTube or even connect to Foursquare in a new Gap online ad) is an effective and increasingly expected way to amplify the message and maximize ad effectiveness by making paid media work harder for brands. An increasing number of companies are using this cohesive approach, according to a study from ComBlu. A recent report showed that 33% of brands are integrating their social engagement efforts with other marketing channels, compared with 20% in 2009. However, many brands are missing social opportunities. A similar study from Econsultancy showed 21% of brands were integrating social media activity with print media, while just 7% were integrating it with TV or radio. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ©2010 360i LLC. All Rights Reserved

Integrated Solutions. Measurable Results. December 2010 360i Point of View on Social Media Calls to Action in Traditional AdvertisingBelow are a few examples of how some brands are integrating social media calls to action into theirown traditional media. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ©2010 360i LLC. All Rights Reserved

Integrated Solutions. Measurable Results. December 2010 360i Point of View on Social Media Calls to Action in Traditional AdvertisingWhen and How to Use Social Media Calls to ActionReal estate in advertising is limited, putting pressure on every element to deliver.Should brands include links to every single social presence? Probably not. Calls to action needto be clear and simple, and the recommendation is to choose one destination and drive consumersthere. That said, in a print ad or some forms of OOH where users have more time to digest theadvertisement, including icons for Facebook, Twitter, or other social platforms could be helpful to letusers know that your brand has a presence in these places, as long as there is content in thoseenvironments that will be aligned with driving your marketing objectives from your advertisement.When should brands include a social CTA in traditional media? Brands should have somethingcompelling for consumers to engage with on social destinations before sending them there. Forexample, Toyota Sienna’s YouTube CTA above drove users to “meet the family” on YouTube. Whenthey got there, consumers found a robust brand channel with not only entertaining video, but alsoways to engage with the brand (YouTube Moderator, etc.). Rewards can work too; Marshall’s FacebookCTA invited users to visit them on Facebook for a chance to win a $5,000 closet makeover.When should I drive to a brand-owned website vs. driving to social? Social media is a form ofacquisition. “Liking” a brand’s page means a desire for continued engagement with your brand. Ifacquiring fans, followers, subscribers, etc. is a brand priority, and/or there is a sufficiently robustexperience there, marketers can often achieve their objectives by driving traffic to social presences.User experience is a key consideration. If a consumer is prompted to visit a digital experience fromother marketing channels, consider the first thing the visitor sees when they arrive. One of thechallenges of earned media sites such as Facebook, Twitter and YouTube is the relatively limited levelof customization and control over user flow, which can make them less desirable for marketers. Werecommend that brands guide users from the initial experience (like a Facebook page) to becoming afan/follower and if possible introducing them to what sort of content is going to be available on thepage. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ©2010 360i LLC. All Rights Reserved

Integrated Solutions. Measurable Results. December 2010 360i Point of View on Social Media Calls to Action in Traditional Advertising Keep in mind that brand websites remain an important part of a brand’s footprint and therefore owned media. Depending on brand priorities and the breadth and depth of the content on the site, it often makes sense to drive to standalone sites. Brand sites can also be designed in a way that easily integrates social presences, allowing for the brand’s community to have a presence on the website. Creating a Marketing Communications Architecture Offline advertising can be more effective when connected to a complete content experience. The key is to develop a strategy that amplifies content to multiple channels, and enables interaction among those channels. To do so, we recommend that brands create a complete marketing communications architecture, taking into account the brand’s digital ecosystem and clearly defining the roles of the website, mobile site, any mobile apps or microsites, social and community activation platforms, search and digital media. A key piece of tying these digital and social elements to the broader communications architecture is to include them in your media call to actions where appropriate based on objectives and strategy.Next StepContact your 360i strategic advisors for further questions. About 360i 360i is an award-winning digital communications agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and H&R Block, among others. For more information, please visit blog.360i.com or follow us on Twitter @360i. NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630 ©2010 360i LLC. All Rights Reserved

360i report on social media calls to action in traditional advertising

by Mitya Voskresensky

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