Marketwired Blog

How companies integrate social media marketing into print advertising



#smmeasure logo

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!”

Check back here every week for #smmeasure chat recaps and transcripts.  Join the Marketwire Facebook page to get #smmeasure weekly discussion topics.  If you have any questions or specific topics that you would like us to discuss in the future, please tweet @smmeasure or @marketwire.  Keep track of all the #smmeasure chat recaps.

Join the #smmeasure LinkedIn Group to connect with others interested in social media and measurement. See you next week at 9:00 am PST, 11:00 am CST, 12:00 pm EST.

See you next Thursday,
Nick


Related posts:



Tags: ,

1 Comment on How companies integrate social media marketing into print advertising

Tweets that mention How companies integrate social media marketing into print advertising | Marketwire blog -- Topsy.com said : Guest Report 7 years ago

[...] This post was mentioned on Twitter by Sheldon Levine, Judy Gombita, sysomos, Matt Anderson, Brand Social and others. Brand Social said: How companies integrate social media marketing into print ... http://ow.ly/1940qH [...]

Leave a Reply

Your email address will not be published. Required fields are marked

Featured Posts

#WPRF2016 Facebook Live Video: PR, Influencers and the Power of Relationships

[By Lisa Davis} Earlier this week, the World Public Relations Forum 2016 (#WPRF2016) wrapped up in Toronto taking with it some ...

Read More

Nasdaq to Acquire Marketwired

Marketwired is pleased to announce our agreement to be acquired by Nasdaq. In this personal message, Marketwired President and CEO ...

Read More

How to Evolve with the 2016 PR Trends

[By Alex Hoag] As technology continues to demand change for all industries, it’s important to start your year off by planning ...

Read More

#CreativePR: Get Out of the Media-pitching Mindset

This is post 3 of our 5-part #CreativePR blog series. Stay tuned for posts 4 and 5, which will look further into ...

Read More

Reverse That PR $H#T

[By Rebekah Iliff] For decades, PR has been *relegated to a position that oft leaves us “last to know first to ...

Read More



Follow Me

Public Relations Today