1. Integrated Solutions. Measurable Results.
December 2010
360i Point of View on
Social Media Calls to Action in Traditional Advertising
Overview
Advertising is more effective and engaging when digital and traditional marketing channels work
together. 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 with
consumers 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.
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2. Integrated Solutions. Measurable Results.
December 2010
360i Point of View on
Social Media Calls to Action in Traditional Advertising
Below are a few examples of how some brands are integrating social media calls to action into their
own traditional media.
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©2010 360i LLC. All Rights Reserved

3. Integrated Solutions. Measurable Results.
December 2010
360i Point of View on
Social Media Calls to Action in Traditional Advertising
When and How to Use Social Media Calls to Action
Real 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 need
to be clear and simple, and the recommendation is to choose one destination and drive consumers
there. That said, in a print ad or some forms of OOH where users have more time to digest the
advertisement, including icons for Facebook, Twitter, or other social platforms could be helpful to let
users know that your brand has a presence in these places, as long as there is content in those
environments 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 something
compelling for consumers to engage with on social destinations before sending them there. For
example, Toyota Sienna’s YouTube CTA above drove users to “meet the family” on YouTube. When
they got there, consumers found a robust brand channel with not only entertaining video, but also
ways to engage with the brand (YouTube Moderator, etc.). Rewards can work too; Marshall’s Facebook
CTA 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 of
acquisition. “Liking” a brand’s page means a desire for continued engagement with your brand. If
acquiring fans, followers, subscribers, etc. is a brand priority, and/or there is a sufficiently robust
experience 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 from
other marketing channels, consider the first thing the visitor sees when they arrive. One of the
challenges of earned media sites such as Facebook, Twitter and YouTube is the relatively limited level
of customization and control over user flow, which can make them less desirable for marketers. We
recommend that brands guide users from the initial experience (like a Facebook page) to becoming a
fan/follower and if possible introducing them to what sort of content is going to be available on the
page.
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©2010 360i LLC. All Rights Reserved

4. 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 Step
Contact 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