Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
How to Pull Off Real-Time Marketing Like a Pro
Posted on April 1st 2014
This is the era when a single tweet, composed in a couple of minutes, can outshine an advertisement that costs millions of dollars and months to produce and broadcast.
Real-time marketing — the practice of brands engaging their online audience around a live event — is a big opportunity for brands of all sizes. The recent Academy Awards resulted in 11.2 million Oscar-related tweets and 10.4 billion Twitter impressions. That is huge potential reach for a brand that shares the right messaging at the right time.
Real-time marketing might seem as simple as composing a few snarky tweets, but in reality, it is not that easy. Real-time marketers need to do more than just gain attention — they have to captivate a real-time audience while tying that viral message into their brand’s overall marketing strategy.
In 2013, Oreo struck real-time marketing gold during the Super Bowl power outage. Since then, brands have not only been chasing those magic, real-time marketing moments, they have been pushing for viral posts that are more effective at integrating that social audience into a marketing strategy focused on converting exposure into revenue.
In 2014, Buffalo Wild Wings got twice as many retweets as Oreo’s 2013 win by responding to the game's uneven score with a clever tweet: "Sorry fans, we don't have a button for this." The tweet referred to the company's own tongue-in-cheek ad campaign about their ability to influence games.
Buffalo Wild Wings did not buy a Super Bowl ad, but chimed in on Twitter to gain some Super Bowl exposure without blowing through a big ad budget. By being timely and relevant, the restaurant chain got widespread exposure at little expense.
The real-time marketing potential for brands just keeps on growing. So how do you capture some of that real-time magic?
- Leverage User-Generated Content (UGC): Kick engagement up a notch by curating event-relevant content from your fans and followers. For example, Ted Baker prompted attendees of their spring/summer runway show to share their photos with the designated #TedBakerSS14 hashtag, and then featured the content on their website, bringing the experience to wider audience. Any real-time marketing approach becomes more engaging and participatory when you weave in a UGC element.
- Strategize Beforehand: Before you attempt real-time marketing around a live event, sync up with your team to decide your strategy. Discuss the key messaging you want to convey, and the topics or points of view you want to avoid. This will help you be nimble and brand-relevant, while avoiding poorly conceived posts that could harm your brand.
- Be Brand-Relevant: Take a page from Buffalo Wild Wings and focus on events that have an obvious tie-in for your target market. Or at least find a clever way to insert your brand into the conversation. Tide opted out of a Super Bowl ad, instead creating a series of Vines that paid tribute to Super Bowl advertisers while integrating the Tide product.
- Think Long-Term: Going viral during the Super Bowl or the Oscars is great exposure, but capitalizing on that exposure is something that brands often don’t even attempt. Contests, quizzes and giveaways that stay on-message can leverage your sudden social celebrity to build a lasting fan base, a larger email list, or drive traffic to your website. Use real-time marketing not just as a way to gain exposure, but as an opportunity to move your social audience one step closer to being a loyal customer. Just like your Tumblr meme or viral Vine, make sure any follow up is clever, on-message and prompts sharing.