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The DOs and DON’Ts of Real-Time Marketing in 2013How companies like Oreo are supercharging their social media marketing with this strategy—and how to do it right for your brand
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April 30, 2013
Your Presenter:
Elisabeth MichaudSocial Media Marketing/Community ManageruberVU
@uberVU / @emichaud
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About uberVU
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Interact!Use the hashtag #smartersocial
UpdateFollow us on Twitter for ongoing updates: @ubervu
Questions?Submit questions anytime through GoToWebinar – time permitting, answers will be at the end
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The DOs and DON’Ts of Real-Time Marketing in 2013
‣ What real-time marketing is all about
‣ How Oreo made real-time marketing so popular, SO quickly and has used it effectively
‣ DOs and DON’Ts from other big brands—plus what to consider before trying it out
‣ Q&A
#smartersocial
The Dos and DON’Ts of Real-Time Marketing in 2013
‣ What real-time marketing is all about
‣ How Oreo made real-time marketing so popular, SO quickly and has used it effectively
‣ DOs and DON’Ts from other big brands—plus what to consider before trying it out for yourself
‣ Q&A
#smartersocial
What IS real-time marketing?
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“Systematic, multi-channel engagement
based upon real-time insights”- Golin Harris
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Definitions of RTM vary‣ Pre-made creative with a swappable
element in Photoshop, designed to be launched at exactly the right moment
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Definitions of RTM vary‣ 100% spontaneous, responding to an
unexpected situation
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Definitions of RTM vary‣ A mix of planned and spontaneous
content to adapt to a situation or event
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Pick the right event/situation to capture the attention of your target audience
Share relevant content that resonates more than pre-planned banner/TV ads
PR opportunities: media activity is high for big events like the Super Bowl, Grammy Awards, Oscars, etc.
Why use real-time marketing?
Benefits:
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The Dos and DON’Ts of Real-Time Marketing in 2013
‣ What real-time marketing is all about
‣ How Oreo made real-time marketing so popular, SO quickly and has used it effectively
‣ DOs and DON’Ts from other big brands—plus what to consider before trying it out for yourself
‣ Q&A
#smartersocial
While Oreo wasn’t the FIRST brand to use real-time marketing, they are one of the brands doing it
best in 2013.
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How it all started…
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Image credit: LA Times
How it all started…
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16,039 RTs
6,221 Favorites
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Audience-appropriateSuper Bowl fans are snackers, so perfect to market food/drink during the event
Humorous & LightheartedFunny, positive content is extremely shareable
On-brandThe tweet coordinated well with other campaigns running (Cookie or Crème, etc.)
Collaborative“Control center” during the Super Bowl involved both Oreo brand reps and agency team
TimingA big, national event with a break in the action, shortly after #blackout began trending
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Elements of success
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Oreo’s follow-ups
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Oreo’s follow-ups
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Oreo’s follow-ups
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Now, everyone’s doing it…
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The Dos and DON’Ts of Real-Time Marketing in 2013
‣ What real-time marketing is all about
‣ How Oreo made real-time marketing so popular, SO quickly and has used it effectively
‣ DOs and DON’Ts from other big brands plus what to consider before trying it out for yourself
‣ Q&A
#smartersocial
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DON’T
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DON’T
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DON’T
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DO#smartersocia
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Audience-appropriateWho are your customers and potential customers?
Humorous & LightheartedAre the tone and content of your post appropriate for the situation—AND shareable?
On-brandWill this post seem natural? Will it fit well with your other marketing efforts?
CollaborativeIs it easy for the person creating & posting social media content to get approval quickly?
TimingIs your audience likely to see the post? 1
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Is RTM right for you?
#smartersocial
The Dos and DON’Ts of Real-Time Marketing in 2013
‣ What real-time marketing is all
‣ How Oreo made real-time marketing so popular, SO quickly and has used it effectively
‣ DOs and DON’Ts from other big brands—plus, what to consider before trying it out for yourself
‣ Q&A
#smartersocial
Q&A#smartersocia
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Thank you!
Elisabeth Michaud@emichaud/
@ubervu
ubervu.com
Later this week, you’ll receive a link to the recorded webinar and slides. More questions? Tweet us @ubervu!
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