Social Media Advertising – Who Will Control It?

May 10, 2012 by

The line between conversational content and advertising is blurred, if not gone altogether, thanks to the rise of social media.  But perhaps even less clear than the goal of the content is the question of who will ultimately control the revenue from social media advertising.

A recent Ad Age article  wonders who will ultimately end up controlling the massive amounts of money at stake in the social media advertising game.  Paid social media promotion is coming whether agencies, old-school and new-school alike, are ready for it.  The reality is that in order to capitalize on social media integration in advertising, only the companies that truly understand social and business will be able to adapt.

In this video, we discuss the changing world of social media advertising, and who could be best positioned to jump on it.

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To watch the rest of this series, check out the playlist on YouTube.  You can also connect on Twitter with Tyler Pyburn and Nick Saber.

Filed Under: Content Marketing 360, The Pulse on Marketing Tagged With: , , , , ,

Creating Content For Events — Sporting Events

April 10, 2012 by

Professional sports are the perfect arena for content creation around events.  Every single game night, a professional sports team has a built-in opportunity for content creation.  Loyal fans can never get enough of the games their favorite teams play, and they’re hungry for supplemental content to enhance their connection with the teams.

Boston sports teams have devoted plenty of time and energy to driving engagement before, during and after games.  The Boston Celtics are effectively using social media for marketing, leveraging their networks to drive engagement through ticket giveaways and other contests.  The Boston Red Sox created a revenue stream by working with a mobile provider in their interactive social media campaign for fans at the ballpark.

In this video, we discuss some of the ways pro sports franchises create content around their events, and what you can takeaway from it for your own content marketing strategy.
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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.
Filed Under: Content Marketing 360, The Pulse on Marketing Tagged With: , , , , ,

Creating Content For Events — Virtual Events

April 6, 2012 by

It makes sense to create content for an event that people will physically attend and meet up at.  But what should your web content creation approach be for virtual events?

While it may seem like there may be drastically different strategies for the two types of event, the content development around the events is actually quite similar.  One recent example of a virtual event that nailed the concept of creating content and driving engagement before, during and after was Madonna’s album release event with Jimmy Fallon.  Madonna solicited questions from her fans leading up to the event, interacted with them live during it, and left them with a video to live on and re-watch once the event ended, all as part of  an exclusive live interview on Facebook & Livestream that the vast majority of people could only attend virtually.

In this conversation, we look at how Madonna pulled this off, and the lessons you can learn from this virtual event content creation example.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

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B2B Social Media Prediction for 2012, Part 6: Online to Offline

January 27, 2012 by

The biggest shift in 2012 will be bridging of online to offline in social media.  O2O is now a integrated interconnected cross-connected strategy that fits well with each other and if you are not utilizing it you will be missing out in the new year.

To finish up my series on the B2B social media predictions for 2012 I stress why online and offline are critical for any size business and what you must do in both spaces.

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Watch the whole series on the 12 B2B Social Media Predictions for 2012 and be sure to follow Butch Stearns and Stephen Saber on Twitter.

Filed Under: The Pulse on Marketing Tagged With: , , , , ,

B2B Social Media Prediction for 2012, Part 5: The End of Twitter

January 24, 2012 by

Twitter will be going away in 2012…for social media.  Just simply look at the elements that are being tweeted the most, photos, articles, and videos.  The conversations are moving away from Twitter and becoming more of a broadcast medium.  Businesses need to understand this shift and change accordingly.

In part five of my series I address prediction number nine and ten in Jeffery Cohan’s 12 B2B Social Media Predictions for 2012.

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Watch the whole series on the 12 B2B Social Media Predictions for 2012 and be sure to follow Butch Stearns and Stephen Saber on Twitter.

Filed Under: The Pulse on Marketing Tagged With: , , , ,

Digital Marketing Lessons From the NHL: Making Stars Accessible

January 18, 2012 by

For fans to truly connect with a sport and go from passive viewers to zealots, they need to feel like they know the star players.  For the NHL, this has long been a struggle.

Part of the NHL’s re-vamped social media marketing strategy included an effort to bring the fans closer to the best players on ice.  From creating innovative ad campaigns with Alex Ovechkin, to bringing fans inside the locker room leading up to the Winter Classic, the NHL has put a much greater emphasis on social media branding.

In this video, we delve deeper into how John Collins and the NHL have leveraged their digital assets to increase awareness of their game, and bring fans closer to the action than ever before.

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For the rest of this series, check out the full playlist on YouTube.  You can also find Butch Stearns and Tyler Pyburn on Twitter

Filed Under: The Pulse on Marketing Tagged With: , , , , , ,

B2B Social Media Prediction for 2012, Part 1: Are Social Media Hubs the Future?

January 5, 2012 by

Social media is no longer just a B2C play; more and more businesses are on board and utilizing B2B social media marketing to generate leads and increase sales.  But as social media usage grows and the platforms change, so will its uses.  During the New Year, I came across an article on Social Media B2B.com delivering 12 B2B social media predictions for 2012:

  1. B2B Websites Become the Ultimate Social Destination
  2. Blogging Accepted as Hub of B2B Social Media Success
  3. Social Media Lead Generation Taken Seriously
  4. Email Grows Despite Its Reported Demise
  5. B2B Marketers Expand Social Media Followers
  6. Social Media Treehuggers Lie Down in Front of Bulldozers
  7. Measurement of ROI Can No Longer Be Ignored
  8. Mobile Strategies Catch Up to Reality
  9. It is the Beginning of the End for Twitter as a Social Network
  10. Social Media Advertising Gets Results
  11. Social Media Adoption No Longer Driven by Hobbyists
  12. Social Media Supports Offline Activities

Here’s my advice in response to the two predictions focusing on social media as a hub:

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Watch the whole series on the 12 B2B Social Media Predictions for 2012 and be sure to follow Butch Stearns and Stephen Saber on Twitter.

 

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Seven Rules for Content Marketing, Part 4: Engage Everywhere

December 23, 2011 by

Content marketing is all about putting the right content in the right channel at the right time and to do that you need to engage everywhere.  What makes digital content so fantastic for marketers is social media and its ability to amplify your product through you and your advocates.  Just look at the top of one Chris Brogan article and you will see all the ways he engages with his audience and in turn shares with them.

Learn some of the helpful tips I have picked up over the years to engage everywhere in the video below.

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Catch the entire series on seven rules for content marketing. And follow Tyler Pyburn and Allen Bonde on Twitter if you have any additional questions.

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