Content Marketing Strategies for Social Media: Trends vs. Hype

Great Article by Michele Linn

These days, it’s tough to talk about content marketing without talking about social media. As the Content Marketing Institute/MarketingProfs 2013 B2B Content Marketing Benchmarks, Budgets and Trends research shows, marketers are relying heavily on social media to distribute their content, and there are increases year-over-year. However, is this a good thing? And are marketers doing this correctly?

Content Marketing Strategies for Social Media - Usage Chart

Continuing the B2B research roundtable conversation from Content Marketing World, CMI consultants Carla Johnson, Michael Weiss, Ardath Albee, and Jay Baer talk about the biggest challenges with social media and content marketing strategies. Thanks to Steve Rotter, VP of Digital Marketing at Brightcove, for moderating the conversation.

As the consultants mentioned, there are two big challenges with social media and content marketing strategies.

1. Marketers are using channels because they can, not because they make sense

I’m finding that the majority of clients are focusing on where; that’s all they care about. They want to know where they need to be; and I say, ‘STOP! We don’t know where you should be. Let’s figure out who, and what. Who do we want to talk to, and what do we want to say? Once we figure that out, then we know where they are.’ So maybe it will work, B2B for Facebook, or maybe it won’t; I think the increase of Facebook is just because it’s easy.” – Michael Weiss

So how do you know which channels make sense for you? The conversation reveals a few ideas:

2. Not all channels require the same kind of content

I look at how many B2B clients that I see who automatically drive their Twitter posts to Facebook, and it’s harsh when you see it in the wrong format.” – Carla Johnson

You want your content in the right format for the social network you are using. CMI’s eBook 58 Social Media Tips for Content Marketing provides suggestions and examples for all of the social channels included in our content marketing research. Check it out!


Facebook Ads Booming With CPC Up 23% & CPM Up 15%

Sites include . Published on May 5th, 2012. Written by Anthony West.

With Facebook’s IPO imminent, news that the cost for advertising on its platform is up will be good news for potential investors and Wall Street. This of course is not so good news for advertisers, but let’s look at the numbers.

According to the latest data on Facebook ads CPC and CPOM rates, there has been a marked increase in rates with CPC up 23% and CPM up 15%. And just so there are no naysayers, the data is backed by actual advertiser numbers, one of which is TBG digital. The ads tool developer spends heavily on Facebook ads and according to a report; it saw 15% jump in its CPM rates over Q4 2011. There was even a bigger increase in rates over Q1, and TBG saw rates shot up as far as 41%.

Analysts are very excited about the performance of Facebook ads, not least because Facebook’s main competitor, Google, has seen a slight decline in its rates to advertisers. Google reported a 6% drop in CPC rates for advertisers on its platform and many analysts believe that Google’s targeting and highly personalized platform is becoming very popular among advertisers. Some feel that it is actually the future of online marketing, and if it is, Google will be quaking in its boots.

How I Think About Marketing

I will no longer talk about how digital is changing advertising. If you don’t know that by now, there is nothing I can tell you will change that.

We have, and must continue to move from old agency models. That model is one, which all agencies followed, and some still follow. It is one that is predicated on the fact that we create a singular context of interruption. We interrupt the consumer with our marketing message, whether it is when they are watching television or reading a magazine or listening to the radio. Our job as an agency for the digital age is to understand the multiplicity of possibilities in communicating with a consumer. I’m not talking about social media or a website or a mobile device. Yes, it encompasses all of those and many more.Today we work with 0’s & 1’s and because we work with 0’s & 1’s and no longer atoms it means we have so many possibilities some of which haven’t even been thought of.

Today the medium really does change the message. As you have heard many times your clients no longer own their brands. This means we must advise and treat our clients in a much different way. Technology has the power to change, not just how we deliver messages but how we consume the message…and this is a radical change in how you need to be thinking.

Agencies are supposed to understand the lives of its consumers and create things that interact with their lives. Today our lives are bound to mobile devices and APPS, they are tied to social networks and websites, we have banner blur and email fatigue. It is our job to understand these things. PR is not PR any longer. Media is not media, as we knew it to be. And creative has moved from a 2D mindset to systems that enable a consumer to live a brand or better yet a brand that lives in the consumers life.

The holy grail of digital is to create platforms and to have campaigns run on top of these platforms. Platforms are these things that have a longer duration than a campaign. They are not launched with and eye to taking them down like a campaign would work. They are created with the intention that over time the audience grows. Why, because they give the consumer utility, value, worth. Today, our singular job for any client is to help them breakthrough and then fit in.

I think this is the best time to be in our industry. Today we, marketing experts, are asked to solve complicated business issues, and that should be exciting to you. Our clients rely on how we think! I believe we have a lot of work to do. We must help our clients understand what it means to be doing business in the digital age. Our challenge and key to success will be in our ability to transform what we do and how we teach our clients to think in a digital age.

Steve Rockman

Social media and shopping!

Psychologists have defined six universal traits that have been seen in shoppers and are now being seen in social commerce.

Social Proof: 81% of customers reach out to friends and family members on social networking sites for advice before purchasing products
Authority: 77% of online shoppers use reviews to make purchase decisions
Scarcity: 77% of people like getting exclusive offers that they can redeem via Facebook. We assign more value to products that are less available
Like: 50% of shoppers have made a purchase based on the recommendation of the people they follow(and like) on social networks. We follow those we like and do the things they do
Consistency: Purchases made from the brands we trust reinforce our future shopping patterns
Reciprocity: We have an innate desire to repay favors in order to maintain social fairness, whether those favors are invited or not

Steve Rockman

41% of Super Bowl ad searches during game made via mobile

Google released data from Sunday evening which reveals that 41% of searches relating to Super Bowl ads made during the game came from mobile devices!

A post on the company’s blog states that this is up from 25% for the same time period on the day before.

However, none of the ads made it into the list of the top five trending searches:

Halftime show
Tom Brady

The most popular commercials in terms of Google searches were ads from Acura, GoDaddy and M&M’s.

Most of the ads were previewed on YouTube in the weeks building up to the big game, cumulatively clocking up more than 30m views before last weekend.

YouTube said the pre-Super Bowl activity in 2012 was higher than in 2011 and spread across significantly more brands.

This was also the first year that the Super Bowl was live streamed online and Google said there was a significant spike in searches related to Super Bowl live streaming at kickoff, with searches made predominantly on desktop, followed by mobile and then tablet.

Steve Rockman

Social Media Meets The Super Bowl

Social media meets the Super Bowl

Sunday’s game will be a cutthroat match on the field and in social media. Super Bowl contenders the New York Giants have 1.5 million fans on Facebook while the New England Patriots have close to three million. So how does the NFL plan to stay current for the 2012 game? With a social media command center, of course.

According to MSNBC, Super Bowl XLVI will employ a social media team in charge of monitoring and responding to fans before, during and following the game. Based in Indianapolis — home of this year’s Super Bowl — the center will filter social chatter and assist fans with such things as parking and directions to the stadium.

In 2011, we witnessed Audi implement the first Twitter hashtag #ProgressIs during a Super Bowl commercial. The explosive growth of social media has impacted the NFL like any brand, yet as a franchise rooted in traditional media, a unique set of complications have emerged. Actions such as the social media command center and a NFL Social Media policy have been enacted to control and comprehend the overlap between new media and the NFL.

Breaking Down the NFL Social Media Policy

Following a slew of incidents involving Twitter in 2009, the NFL implemented an official social media policy. Amongst the controversy was a Tweet from cornerback Antonio Cromartie criticizing training camp food service and a plot by wide receiver Chad Ochocinco to send out a message to fans immediately following a touchdown pass.

The NFL’s current Social media policy allows for players and members of the league to use Social networks, but not for the 90-minutes leading up to a game and not until post-game media interviews have been conducted. Not only that, messages cannot be sent out on a player’s behalf (by a friend, manager, or otherwise) during a game. While many fans would covet a picture Tweeted from the sidelines or an update from a player following an injury on the field, according to the policy, it just isn’t going to happen.

The policy has been met with criticism by players and fans alike.

Super Bowl Information You May Not Know

* This year, a 30-second commercial costs $3.5 million, up $400,000 from last year, according to
* Football fans are anticipated to consume an estimated 71.4 million pounds of Hass avocados during Big Game gatherings this year, according to the Hass Avocado Board.
* If you still think the 1983 season finale of M*A*S*H was the most-watched broadcast in the U.S., think again. The 2010 Super Bowl between the New Orleans Saints and Indianapolis Colts stole that title, only to be beaten exactly one year later when 111 million people tuned in to watch the 2011 Super Bowl between the Green Bay Packers and the Pittsburgh Steelers, according to Nielsen Co. Will this year’s game top the 2011 record?
* Heading into the game, The New York Giants have three Super Bowl titles (XXI in 1986, XXV in 1990, and XLII in 2007). They also have four titles in the pre-Super Bowl era: 1927, 1934, 1938, 1956).
* On the other hand, The New England Patriots have also won three Super Bowl championships (XXXVI in 2001, XXXVIII in 2003, and XXXIX in 2004).

League office: 25.2%
AFC Champion: 17.5%
NFC Champion: 17.5%
Other 29 clubs: 34.8% (1.2% each)
Host team: 5 %

Cost of the Vince Lombardi Trophy: $25,000
Maker of the Vince Lombardi Trophy : Tiffany & Co. of New York

Cost of Super Bowl Rings: The NFL pays for up to 150 rings at $5,000 per ring (plus adjustments for increases in gold and diamonds). The league also pays for 150 pieces of jewelry for the losing team which may not cost more than one-half the price set for the Super Bowl ring.

Super Bowl ads and Social Media

It’s funny, I tell people all the time that I think websites are dying. I say the internet will live on but websites as we know them are dying. As we view more and more from our smartphones and tablets we will depend less on the browser. This becomes clearly evident this weekend with the Super Bowl. That’s not to say that we will never go to websites or that there isn’t a strategy for websites, but we will rely much less on websites and lean heavier on Twitter, Facebook, YouTube and other social channels. Sorry, its just the facts.

Will you go online during the Super Bowl to follow what people are saying about the game? In the age of Twitter and Facebook, many Super Bowl viewers will be. This year, advertisers want them to tweet about their favorite commercials as well. You will find lots of real-time voting tools and APPS that will allow you to engage with the Super Bowl. To become part of the event and to share your thoughts with 100’s of millions of people around the world. I, as a Giants fan, will not be, but many of you will.

At over $3 million per spot, global brands from #Coca-Cola to #Volkwagen are looking to leverage social media to extend the buzz and reach of their ads.

It is my belief that the social media conversation has put more value on a Super Bowl ad, fans will be discussing ads on Twitter and Facebook and then go to YouTube to watch it on demand over and over again. That is the power of social media. The creation of a digital asset will live on forever and talked about for years to come.

NFL games are so valuable to advertisers that the league increased its rates to the Superbowl content and will bring in about $6 billion a year from Walt Disney Co’s ESPN, broadcast networks and satellite TV provider DirecTV for rights to air games and sell the advertising time.

The average price of Super Bowl ads have risen more than 50 percent in the last 10 years, defying economic downturns and secular industry issues. NBC sold out all 70 spots around this year’s game shortly after Thanksgiving weekend in November and reached a new high with one slot selling for around $4 million.

The game, could easily generate over a quarter of a billion dollars in ad sales.

Consumer research forecasts that 60 percent of fans watching the Super Bowl will also be tied into a second screen such as a smartphone or tablet.


#Anheuser-Busch, which typically buys exclusivity as the only beer advertiser during recent Super Bowls, is again the biggest spender.

Not unlike past Super Bowls, #Coca Cola Co and #PepsiCo Inc will face-off. Both beverage makers have come up with campaigns that attempt to leverage social media after their commercials air.

#Coca-Cola’s TV commercials, which will air during the first-and second-quarter breaks, will center around its computer-generated Arctic polar bears watching the game. The bears will then be brought to life on Twitter, Facebook and on a dedicated Website doing such things as responding to fans and commenting on the game. They will even have their own Twitter hashtag –#GameDayPolarBears — for fans to follow.

Fans who catch #Pepsi’s commercial with “X Factor USA” winner Melanie Amaro performing the Otis Redding song “Respect” will be able to download a free video of the performance by using the Shazam app on their phones to capture audio from the commercial.

There are also partnerships with online radio service Pandora Media Inc and social TV specialist GetGlue centered around the game and other free content.


The biggest spender by category is the autos industry, which made a big comeback last year and was noted for one of the most memorable spots — #Volkswagen AG’s ad with a young child dressed in a Darth Vader outfit believing he can control the Passat car’s lights.

This year, #Volkswagen’s #Audi is hoping to win more creative kudos with a spot that taps into the “Twilight” teen vampire pop culture phenomenon. The 60-second spot, which will air during the first break in the game, will highlight the new 2013 Audi S7 and its LED headlight technology, which has unfortunate consequences for a party of young vampires.

#Audi hopes to continue the conversation about the ad via the Twitter hashtag #SoLongVampires.

I have read that the auto makers are leading a trend toward long-form campaigns of 60 seconds or more, allowing high-end creative concepts to be fleshed out in the commercial’s narrative rather than just going for a quick gag and punchline.

#Chrysler, #Toyota, #Honda, #Hyundai, and other automakers will also be advertising during the game.

#GM mainstream #Chevy brand will run seven TV commercials before, during and after the game. It will also center its overall campaign heavily around Web-based partnerships with NBC, Twitter and Facebook.


With the conventional wisdom being that consumers are more likely to make a purchase if recommended by a friend or family member, chief marketing officers are keen to insert themselves in a Facebook or Twitter conversation about the products and services they sell.

Bluefin Labs, a start-up company that aggregates and analyzes TV viewer data and comments on Twitter and Facebook, has been hired by several advertising agencies with Super Bowl campaigns to help understand how football fans react to the commercials during the game.

While advertisers are eager to experiment with social media during a big event like the Super Bowl, there are still questions on how we measure its impact with a consistent, industry-accepted method. A tool like GetGlue, lets TV fans share their viewing experiences by ‘checking-in’ in exchange for online rewards. A pretty cool concept.

So have fun watching the Super Bowl and the commercials and watch how many of you are commenting on the game or commercials in real-time.

Go Giants!!!

Steve Rockman