Over the past few years companies have slowly started to integrate social media into their marketing campaigns but in 2012 the advertisers in Super Bowl have taken it to a new level. While investing millions of dollars to create the most entertaining commercials, advertisers are taking time to invest in the two way communication with their consumers.

Volkswagen for instance has already begun their Super Bowl commercial buzz by creating a teaser for “The Bark Side”. With the success of last year’s “Small Darth Vader” commercial dubbed to be one of the best of 2011, VW had a challenge of competing with their own commercial. One way they succeeded was by building off last year’s theme.

Not only has the advertiser given their customer a preview of their multi-million dollar commercial spot, they have received over 7 million hits on YouTube and started a buzz that they hope to continue through next week’s game.

Advertisers more than ever are incorporating their Facebook and Twitter accounts by including hashtags (#) in hopes of becoming a Twitter trend topic during the game and posting previews of their spot on profile pages to engage customers and increase overall awareness.

By using these social media platforms, advertisers are building a familiarity with their brands, concepts, and products. Companies are looking to create an interest and form a loyal customer before the commercial even airs.

Since reaching the consumers has become so fragmented, marketers are getting creative by reaching their audience on a more personal level. The 2012 Super Bowl commercials will be just the beginning of a new wave of advertising campaigns that are not so traditional.

According to Adage, Tim Tebow is also considered the most talked-about player in the NFL. He currently has endorsement deals with Jockey, Nike and EA Sports and could possibly become a $10 million a year endorser of the NFL.

When Tebow ended the Steelers season on January 8^th (and we love him for that), he set two new sports records; he did this while playing in the highest-rated first-round NFL playoff game in 4 years, according to Nielsen. The first record he broke was the yards-per-completion record with 31.6 and threw for 316 passing yards. He also set a new social media record which was the sports Tweets per second record.  Twitters reaction to Tebow’s 80-yard overtime touchdown reached 9,420 tweets per second, including one Tweet from Lady Gaga!  This surpasses the amount of tweets from the announcement of Beyoncé’s pregnancy (8,868 TPS), the passing of Steve Jobs (6,039 TPS) as well as the East Coast Earthquake (5,106 TPS) – imagine that!

Not only has Tebow made his way through the twitter-verse, according to Mashable.com, Tebowing is now an official part of the English language. Tebowing.com defines this word as a verb and the definition is “To get down on a knee and start praying, even if everyone around you is doing something completely different.” This website has over 15,000 people/animals/objects Tebowing all over the world.

Although the rest of the world is talking about Tebow and his fame, those of us at Media Works wish Tebow and the Broncos pulled through last weekend and beat the Patriots so we could cheer on the Ravens at home this weekend. Unfortunately for us, we will be cheering on the Ravens in Foxborough and we sure hope they “tebow” before the game!

http://mashable.com/2012/01/09/tim-tebow-twitter-record/

http://adage.com/article/news/broncos-tim-tebow-worth-10-million-endorsements/232000/

I feel there is definitely an advantage to having a bye the first weekend of the playoffs.  Some much needed R&R for the Ravens will hopefully prove to be worth it when we take on the Houston Texans this Sunday in Baltimore as we host the second round.

For the most part, the women and men of Media Works are Ravens fans.  You will rarely hear someone rallying behind a different team or wearing another team’s jersey on a Friday in this office.   And although we bleed purple, a lot of the people we do business with are actually outside of Maryland, and can make things a bit competitive during this time of year with our fellow football lovers.  In addition to Maryland, we also do business in Arizona, Washington D.C., Pennsylvania, and Texas to name a few places.  Like us, those we work with out of state are dedicated to their teams as well.  KHOU, a radio station we work with in Houston, is going head-to-head with WMAR, one of our local Baltimore stations.   A meteorologist from each station has placed a bet on who will win this weekend’s game and the terms of the bet are INTENSE!   What are they betting you ask?  Well, Gene Norman, chief meteorologist at KHOU, and Justin Berk, a meteorologist at WMAR, aren’t betting with money, they are betting with food.  Crab cakes and Texas barbeque sauce to be exact.  The terms:  the loser must eat their opponent’s food choice on the air in the opposing team’s gear.  Wow.  If that’s not a quality bet, I don’t know what is!

It’s good to see that a little friendly competition can (hopefully) stay friendly even after the game is over.  We are keeping our fingers crossed and hope to see our rep in Houston eating crab cakes in a Ravens jersey on air after we beat the Texans on Sunday!  With elimination from continuing down the road to the Super Bowl on the line, we are cheering for the Ravens and sending them all our positive energy.  Hopefully, come Sunday night we will be making travel plans for Foxboro.   We wish everyone fun & safe competition this weekend.

Go Ravens!

The Kardashians, the family who is famous for being famous – enough already!  Rumor has it that the Kardashians are close to sealing a deal with American Media Inc. (AMI) which owns the National Inquirer and Star to name a few, to publish a magazine dedicated to the Kardashian family.  Again, ENOUGH ALREADY!

OR are the Kardashians smarter than we think?  Could the deal with AMI be done with the sole purpose of keeping negative publicity away from the infamous clan?    Let the Kardashians spin their negative publicity the way THEY want the public to understand it.

It has been done before; Arnold Schwarzenegger was named executive editor of AMI’s Muscle and Fitness and Flex Magazines while governor of California.  The Huffington Post asked an interesting question:  “How Did Arnold Schwarzenegger Keep His Cheating Hidden For So Long”.  The author of the piece dug deep and uncovered that a specific mandate had been dictated to employees at AMI – Schwarzegger could not be touched!

The Kardashians could mandate the same ‘rules’ – no negative publicity be published in AMI publications. Let the Kardashians spin their own tales in their own magazine.

But how would the Star and Enquirer sell magazines without the scandal laden Kardashians adorning their covers?  Maybe the Kardashian publication will make enough money to carry all of AMI’s brands..

What would you call the new Kardashians Magazine?  One of my personal favorites:  “Much Ado About Nuthin’!”

Advertising Age; 1/4/12; Simon Dumenco
She Knows Entertainment; 1/5/12; Megan Morris

As we begin our final countdown of 2011, millions of people like you and me will compile our list of New Year resolutions. Whether it’s promising to call grandma every week or declaring to lose 45lbs, resolutions like these often come and go by early February. For those of you like me whose grandma has given up and blocked your number, I offer a simple suggestion. Forget your Grammy and make a resolution that will stick!

For me 2011 was the year of many opportunities, forgotten resolutions, and lessons learned. Having recently started my career in social media there are many things I want to change or improve upon in 2012. While we already took the time to reflect on 2011 (which you can read here), I felt it was just as important to offer my declarations for the new year as a social media professional. Let’s begin with:

1. Focus content

First things first. I shouldn’t have to tell you that there is a distinct difference in posting content professionally versus posting content personally. As media professionals we all know that posting industry related topics is far different than posting pictures of you and Gaga taking shots at a dive bar in Brooklyn. Keeping this in mind, I’ve come to realize that while working in social media, it often requires wearing both hats.

Working with clients I’m often fighting the urge to post a wide range of information and topics, something I’m used to doing on my personal accounts. For me the data was as clear as day, people follow businesses online for specific news and information. In some cases it may take months of analytics to find what your audience is responding to, but having that data to focus your content is a priceless tool. Once you find what works, stick to it! The sooner you realize that no one is coming to you for a smorgasbord of information, the sooner people will rely on you for consistent updates.

Resolution: For 2012 I will improve content strategy and focus my posts on what my audience wants.

2. Get out and do something!

This past year I attended my first social media conference right here in Baltimore. Heading to the event I had absolutely no idea what to expect -“Would there be enough outlets?”, “Should I pack a sandwich?”, “Will this be the day I get to ride in a limousine for the first time?” Unfortunately, the answer was no to every question, but I did get to meet a lot of great people that I wouldn’t have met sitting in front of a computer all day. Finally, I had the chance to put names to faces and build a rapport with people in my industry. With so many of us coming into this industry each and every day, the single most effective advice I can offer is to get away from the computer and get in front of someone. Like the singer Macy Gray once said “Get up, get out, and do something!” Exchange your business card and promise to follow up later. You never know who you’ll meet at these events. In the end social media is all about being social, so what good are you if you’re just a Twitter tag with no identity?

Resolution: This year I will attend more networking events. Fingers crossed that I get that limo ride!

3. Streamline Social Tools

In 2011 we saw the rise and subsequent fall of so many social networking tools. From Google+ to Tumblr, there are so many platforms out there, that it’s hard to keep track of what’s in and what’s out. For me, I felt the need to sign up for as many as possible. I wanted to be in on the cutting edge of the latest technology. Unfortunately, it meant keeping up with usernames and passwords for 30 different websites. While each of these platforms may have offered advantages that the others did not, I had no way of keeping track of what was working and what wasn’t. This is why in 2012 I plan to streamline my entire process. No, I will not resurrect my Google+ account. No, I will not open a Pinterest account. Why? Because I have absolutely no need for them. This year it’s all about a-la-carte — picking and choosing exactly what you need. While there are many advantages to streamlining your social media toolbox, the main advantage is being able to better focus your attention on the few platforms you do use. Imagine how much time you’ll now have to develop strategy or respond to crisis.

Resolution: This year is all about buffet style social networking. I promise to only take what I need.

One analogy Kerpen used that we all enjoyed is that social media can be compared to a cocktail party. At a party you want to be likeable, carry a good conversation, ask questions, and discuss things that people are interested. It should be the same with your social media. When you meet someone at a party, what is it about them that you like and engages you? Those traits should be carried over to your facebook page. What traits turn you off to someone at a party? Usually it’s someone who talks too much, talks only about themselves, or discusses topics that you are not interested in. This should be the same kind of content you avoid in your social media.

Another topic we discussed in length was establishing your social personality. The language you use on your facebook, twitter, website, youtube channel, etc. should be consistent. You don’t want to have a formal tone on your website, but then be light and breezy on your facebook. This will confuse your customer, and will probably turn them away from your brand. If there are multiple people in your company contributing to your social presence, it’s important that everyone is clear on what your tone is going to be.

A big point that Kerpen also makes is that you should not only respond to positive feedback on facebook, but always address negative comments as well. Some businesses would be quick to delete these comments, but that is definitely the wrong approach to take. As Kerpen puts it, if you are not ready to respond to negative comments, then you are not ready for facebook. You want to address the issue, find out why the customer is upset and try to fix it. This shows the customer, and all other customers who follow your facebook, that you really do care and that you want to fix any unpleasant experiences. This can also result in follow-up positive comments if the customer is truly satisfied with how you fixed their issue.

Have you read Likeable Social Media? What do you think? Can you apply the information to your business or agency?

And finally, any suggestions on what Media Works should read next?

With 2011 swiftly coming to a close I thought it would be an appropriate time to look back on a few trends of the year within our world of media.  While reading multiple articles on what was “hot” during the past 12 months it was often mentioned that 2011 was not a year of brand new innovations but a year of which these innovations grew and improved.

Social media has been gaining popularity for some time now. People of all ages are learning to utilize this form of communication and are waiting for what popular sites such a Facebook and Twitter will do next. How are they going to improve, what are they going to change and how will they impress us, yet again? Social media sites aren’t just about getting in touch with your long lost friend from Elementary school; they are being used for so much more, personally and professionally. Businesses not only have their own personal webpage but now also have a Facebook page, a Twitter account and a Linked In profile. Today, not embracing all of these forms of media outlets puts you behind the rest.

Another trend that also helped people become even more “connected” was the rise in the popularity of tablets. The days of sitting idle at a computer are gone and the mobile tablet has begun to take over. A person can connect to the world of media just about anywhere now. The tablets have allowed people to freely connect and communicate in all sorts of places and it is not just adults who have enthusiastically embraced them. Amazingly enough I have witnessed children as young as 3 years old navigate their way around an iPad better than I can.

Nevertheless, 2012 will be here within a few short weeks and with that comes more ideas, trends, and people who are set out to invent the next big thing. The possibilities seem to be endless and I know that I can’t wait to see what will be the “it” trends of the coming year.

Back in September the NFL announced an eight year, $15.2 billon extension with ESPN for Monday Night Football.  This deal, which included the rights beyond the TV Broadcast was said to be a 73% increase in cost over the previous contract.  73%!!!  The fact that ESPN was willing to pay so much for this product validates the importance of the NFL to TV sports programming.  It remains one of the few programs that are watched by live viewers continually separating it from dramas and comedies which are typically recorded for a later time.

It was only a matter of time before the NFL worked out similar contract extensions with the other networks as well.  That time was yesterday when the league reported that they were about to sign contract extensions with CBS, FOX and NBC raising their rights fees by 60%.  These deals are about to average about $1 Billion dollars per year in revenue.  Please keep in mind that the old deals with these networks are not up for another 2 years.  Coming off the heels of the ESPN deal, however, the networks aren’t in the best position to negotiate.  The NFL is definitely in the driver’s seat.

These TV contract extensions are just the beginning.  The NFL is also working on a deal that could include rights to sponsor technology such as tablet computers and communications systems used by the players and coaches.  It’s basic product placement.  TV Viewers will be seeing the coaches and players on the sidelines all gathered around an iPad from Apple Inc. or an Android device by Google, Inc. formulating plays.  And if that’s not enough the NFL Network is also looking to expand its current package of seven Thursday night games – additional Thursday night games could actually be sold to another cable or broadcast network.

The NFL is the only sports league in the United States that can negotiate 73% rate hikes and pull it off.  In a time when leagues like the NBA are losing money the NFL remains to be profitable.  Not only are they are the most watched programming on television they also have a good reputation stemming from their community involvement and fan interaction.  Do I still think that a 73% increase is a bit ridiculous?  Of course I do.  As long as it doesn’t ultimately affect my rates (listen up TV and RADIO reps) I will always believe in the efficiency of advertising with the NFL.

At AdTech New York in November, keynote speaker Christian Oestlian, Lead in Social Advertising with Google, explained exactly why and how brands and companies should be using Google+. Christian broke down the information by highlighting 5 of the most common     problems facing marketers and then providing a Google+ solution for each.

• Marketing Disconnection – Companies social efforts often vary drastically from the implementation of their other marketing plans. Google+ Page, Direct Connect – Users can connect & communicate with your brands directly through your Google+ page. Google provides the ability to drive customers directly to your brand’s online identity with one simple search by including ‘+1’ in the search.

• Recommendations without impact – Valid recommendations fall through the cracks and are often not dispersed throughout all facets of a brand’s identity. Google +1 button – Allows a brand’s users/fans to recommend you with a simple click anywhere they see you online. In Oestlien’s own words, it is “marrying the power of personal recommendations with the immediacy and power of recommendation on Google search.” According to Google surveys, 90% of people rely on the recommendations of friends/family when making any new decisions.
• Comments without Conversation – Until now companies have been serving up their message to social networks without a way to actually engage prospects. Google+ Hangouts – A way for brands to have real conversations with their actual audience through the group video chatting function. The impact of face-to-face interaction w/ your target consumers is immense. Answer customer service questions, play live testimonials, gather a business group for brainstorming, and on and on.
• Messaging lacks personalization – Marketers have been limited in creating messages that are  personally targeted. They have to try to reach a larger audience all at once with just one broad message. Google+ Circles – This feature allows brands to directly target specific segments of their prospective customer or audience base. Companies can direct followers to varying circles in order to better target which content they will see. It also offers a solution to the common marketer dilemma of how to manage a professional and personal social platform.
• Lack of Awareness/Transparency – Companies have limited insight into the details of how people are interacting with and sharing info associated with their brand. Google+ Ripples – Analytics providing a clear view of who is sharing what about your brand and with whom. Ripple actually creates a timeline of how posts are shared and interacted with. This is an invaluable tool for dissecting the flow of shared info and learning who your best advocates are and which content offers the greatest reach.

Google+ has managed to bridge the very real gap between search & social. Google can now track users from search to websites and back to social. This allows Google to target users continuously as they surf the web. For example: A user visits the Jiffy Lube website and views the oil change info then leaves the page without scheduling the service (converting). When they hit G+ you could serve this user with a targeted ad – “Don’t wait to change your oil! Click here for a $7 off coupon.” Priceless.

In case it isn’t obvious yet, I’m sold. The ability to link all aspects of our client’s online identity together and create a cohesive brand that fans/customers/users can search & engage with is amazing. In closing, I have to agree with Sherilynn Macale, the Social Media Editor for The Next Web, who believes, “Google+ is the future of search branding and marketing, encouraging the brand-to-user and user-to-brand experience through more intimate and personal engagement.” Now we just need to get our clients on board!

Author: Jacoba Deming