{"id":25543,"date":"2017-02-24T10:45:00","date_gmt":"2017-02-24T09:45:00","guid":{"rendered":"https:\/\/www.sotrender.com\/blog\/?p=25543\/"},"modified":"2017-04-10T12:00:51","modified_gmt":"2017-04-10T10:00:51","slug":"take-advantage-of-the-buzz-with-real-time-marketing","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2017\/02\/take-advantage-of-the-buzz-with-real-time-marketing\/","title":{"rendered":"Take advantage of the buzz with real time marketing"},"content":{"rendered":"<p><b>The Academy Awards Ceremony is coming up soon! While you\u2019re guessing the winners and losers, your brand can be also be awarded\u2026 by making the most of real time marketing. <\/b><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">Winning the \u00a0\u201csuccessful marketing campaign\u201d game is not at all easy, especially nowadays. It\u2019s simply not enough to just manage underwhelming activities or follow what your competitors are doing. To win your audience\u2019s heart, you need to do something outside the box. Many events spread throughout the year offer perfect opportunities for you to flourish. One of them is the Academy Award Ceremony (taking place this year on <\/span><b>February 26<\/b><span style=\"font-weight: 400;\">, the Red Carpet starting at 7pm Eastern Time|4pm Pacific Time and the Ceremony itself at 8:30pm Eastern Time|5:30pm Pacific Time), but others include the Super Bowl, big movie premieres, or even Halloween. Some of them you can\u2019t plan ahead for though, since they happen at unpredictable moments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From this article, you\u2019ll learn how to prepare for unique events in the world of social media marketing.<\/span><\/p>\n<h2><b>What is real-time marketing?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">We think David Meerman Scott puts it best:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25545 size-medium\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/Copy-of-Polyanna-WardSocial-Media-Manager@Mondelez-International-4-475x398.png\" width=\"475\" height=\"398\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/Copy-of-Polyanna-WardSocial-Media-Manager@Mondelez-International-4-475x398.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/Copy-of-Polyanna-WardSocial-Media-Manager@Mondelez-International-4-768x644.png 768w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/Copy-of-Polyanna-WardSocial-Media-Manager@Mondelez-International-4.png 940w\" sizes=\"(max-width: 475px) 100vw, 475px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Real-time marketing can be truly beneficial for your brand and help engage your current followers and attract some new ones. Like most things, the sooner it happens, the better &#8211; but being a few hours late with some adverts doesn\u2019t mean automatic failure. <\/span><\/p>\n<h2><b>What events should you keep an eye on?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">As we mentioned above, there are a number of events that could help your brand get ahead of its competitors. You can divide them into several categories:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><strong>Events that happen every year or regularly (every 2-4 years), such as:<\/strong><\/li>\n<\/ol>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Super Bowl final (every year, early February for the last few years)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Academy Award Ceremony (every year)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Grammy Award Ceremony (every year)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sports World Cup tournaments (or smaller ones, like EURO, Africa Cup of Nations etc) depending on your target group and country of choice (usually every 4 years)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Easter\/Christmas <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Festival in Cannes (every year)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Music festivals (every year)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Special nights (e.g. Night of Shooting Stars)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Special days throughout the year &#8211; Coffee Day, Mother\u2019s Day (depending on country, again!), International Dog Day<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Halloween<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Black Friday, Cyber Monday<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">New Year\u2019s Eve<\/span><\/li>\n<\/ul>\n<ol start=\"2\">\n<li><strong> Some irregular events:<\/strong><\/li>\n<\/ol>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Cinema premieres<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Games\/TV series releases<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Events in TV series<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Events in celebrity world<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sport games<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Election<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Events on social media<\/span><\/li>\n<\/ul>\n<ol start=\"3\">\n<li><span style=\"font-weight: 400;\"><strong> Some events you can\u2019t predict, and you shouldn\u2019t even try<\/strong> &#8211; because they could be so abstract that they would never cross your mind (e.g. The lights going out during Super Bowl final, that was wisely used by Oreo). But they do happen and can do a lot of good for your brand &#8211; that\u2019s why keeping an eye on what\u2019s going on is so important!<\/span><\/li>\n<\/ol>\n<div class=\"shortcode trial\"><h4><span>Start your free trial and find out how you brand is doing on social media!<\/span><a title=\"Learn more\" class=\"btn\" href=\"https:\/\/app.sotrender.com\/auth\/signup\/trial\/en?utm_source=blog-cta-legacy\">Learn more<\/a><\/h4><\/div>\n<h2><b>What do you need to do and know?<\/b><\/h2>\n<p><b>1. Answer a question &#8211; Can your brand really benefit from it? <\/b><\/p>\n<p><span style=\"font-weight: 400;\">Real time marketing is a big opportunity. But that doesn\u2019t mean that your brand should partake in it. Before thinking about RTM, consider if it\u2019s suitable for your brand and audience. Will your followers appreciate a forced tweet about the Academy Awards Ceremony? If you sell natural, Asian cosmetics &#8211; should you refer to the Super Bowl? Brands can work wonders given the right context, but if something doesn\u2019t come to your mind automatically, don\u2019t force it. It might just not be a perfect match for your company. So if it doesn\u2019t meet your business goals, doesn\u2019t add any value, your target group isn&#8217;t interested, don\u2019t do it. <\/span><\/p>\n<p><b>If your answer to the previous question is yes, time to get prepared. <\/b><\/p>\n<p><b>2.\u00a0<\/b><b>Make a strategy with KPIs<\/b><\/p>\n<p><span style=\"font-weight: 400;\">RTM is definitely not about finding a funny picture on the Internet and getting some attention for it. If you really want to achieve success, you need to create a mini-strategy where you\u2019ll cover the platforms you\u2019re going to use, how you\u2019ll use advertising, a timetable (for events you can predict!) and KPIs (<\/span><span style=\"font-weight: 400;\">not sure what that means? check out our article about marketing acronyms<\/span><span style=\"font-weight: 400;\">).<\/span><\/p>\n<p><b>3. Identify possible threats or a crisis<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Even if you think that your campaign is bound to go well, you can be wrong. If you don\u2019t define your potential threats, the outcome may surprise you &#8211; you can start a storm in a teacup without a clue how to react. Establish your crisis management before it is even needed. <\/span><\/p>\n<p><b>4. Read about regulations<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s great to refer to the Oscars, but did you know that you actually can\u2019t do too much if you\u2019re not a sponsor or if your brand doesn\u2019t have any connections to it? You also can\u2019t show the award on your graphic materials, as it is highly restricted. You can read about the Oscars <\/span><a href=\"http:\/\/www.oscars.org\/legal\/regulations\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">, but we also covered how it looks like with the <\/span><a href=\"https:\/\/www.sotrender.com\/blog\/2016\/08\/rio-2016-rule-40-getting-around-rule40\/\"><span style=\"font-weight: 400;\">Olympic Games and Rule 40<\/span><\/a><span style=\"font-weight: 400;\">. It requires you to be very careful in what you\u2019re planning, but it can also positively impact your creativity. Who knows if you\u2019d come up with some of your great ideas if not for limits and regulations.<\/span><\/p>\n<p><b>5. Take into account cultural and political differences<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Something that is funny for many is often offensive to others. If you run a marketing campaign for a global brand, think twice before launching. Examples? A tick or check mark means \u201cyes\u201d in many countries. But in Japan and Scandinavian countries, it actually means \u201cno\u201d. You need to keep an eye on these differences not only for real time marketing, but your whole online strategy. But engagement for RTM is usually higher &#8211; so it\u2019s more likely to get these kinds of comments. <\/span><\/p>\n<p><b>6. Be sure you have a team that can get into this project<\/b><\/p>\n<p><span style=\"font-weight: 400;\">There are events you can plan communication for ahead. But if prediction isn\u2019t possible, try to have someone on your team to always have \u201con call\u201d. Want to prepare some graphics at midnight since the next morning is just too late for you? No problem. Community management after launching a mini-campaign? It\u2019s all here, no worries. Ensure that you have a team who is in charge of supporting campaigns and think about it a before the event happens.<\/span><\/p>\n<h2><strong>Just for inspiration, here are a few great cases of real time marketing: <\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cDunk in the dark\u201d is still one of the most popular examples of real time marketing done right. It was created as an answer to power being cut during the Super Bowl final in 2013.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-25547 size-full aligncenter\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/oreo-dunk-in-the-dark.png\" width=\"350\" height=\"358\" \/><br \/>\n<span style=\"font-weight: 400;\">The <a href=\"https:\/\/www.sotrender.com\/blog\/2015\/05\/royal-baby-2\/\">birth of the Royal Baby<\/a> was also a great opportunity to shine for brands &#8211; and Delta Airlines made the most of it:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25549 size-medium\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/article-2375154-1AFA2DD5000005DC-229_634x528-475x396.jpg\" width=\"475\" height=\"396\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/article-2375154-1AFA2DD5000005DC-229_634x528-475x396.jpg 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/article-2375154-1AFA2DD5000005DC-229_634x528.jpg 634w\" sizes=\"(max-width: 475px) 100vw, 475px\" \/><br \/>\n<span style=\"font-weight: 400;\">Do you remember \u201cDress Gate\u201d? We still have some quarrels in the office what the actual the colour is. Tide found a solution.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25551 size-medium\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/AAEAAQAAAAAAAAT0AAAAJDljMzQzOTJlLWY0ODAtNDRjOC05ZWJhLTMxOTlkNGZiZTY3Ng-475x462.png\" width=\"475\" height=\"462\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/AAEAAQAAAAAAAAT0AAAAJDljMzQzOTJlLWY0ODAtNDRjOC05ZWJhLTMxOTlkNGZiZTY3Ng-475x462.png 475w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/AAEAAQAAAAAAAAT0AAAAJDljMzQzOTJlLWY0ODAtNDRjOC05ZWJhLTMxOTlkNGZiZTY3Ng.png 715w\" sizes=\"(max-width: 475px) 100vw, 475px\" \/><br \/>\n<span style=\"font-weight: 400;\">Observing Coke and Pepsi on social media is really exciting &#8211; and they play the real time marketing game well. What\u2019s more &#8211; they even encourage each other to respond! <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-25553 size-full\" src=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/clash-pepsi-coca-cola-halloween-2013-640x452.jpg\" width=\"640\" height=\"452\" srcset=\"https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/clash-pepsi-coca-cola-halloween-2013-640x452.jpg 640w, https:\/\/www.sotrender.com\/blog\/wp-content\/uploads\/2017\/02\/clash-pepsi-coca-cola-halloween-2013-640x452-475x335.jpg 475w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>In the 79th minute of World Cup game Uruguay \u2013 Italy <strong>Luis Suarez bit his Italian opponent Giorgio Chiellini<\/strong>. For Suarez, one of the biggest stars of nowadays soccer, it was the 3rd biting over last years! No wonder, the <a href=\"https:\/\/www.sotrender.com\/blog\/2014\/06\/real-time-marketing-suarez\/\">Internet memes flourished immediately<\/a>.<\/p>\n<p><span style=\"font-weight: 400;\">There are some other brilliant examples that appeared in our <a href=\"https:\/\/www.sotrender.com\/reports\">Trends<\/a> &#8211; just take a look and see how brands can win over their target groups.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What about you? Do you have any favourite cases of RTM, or maybe you used some buzz for your own brand? We\u2019re awaiting for your comments.<\/span><\/p>\n<div class=\"shortcode trial\"><h4><span>Get to know more about your social media presence - start a free trial!<\/span><a title=\"Learn more\" class=\"btn\" href=\"https:\/\/app.sotrender.com\/auth\/signup\/trial\/en?utm_source=blog-cta-legacy\">Learn more<\/a><\/h4><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The Academy Awards Ceremony is coming up soon! While you\u2019re guessing the winners and losers, your brand can be also be awarded\u2026 by making the most of real time marketing.<\/p>\n","protected":false},"author":73,"featured_media":25557,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1779,1783,1789],"tags":[879,893,2221],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Take advantage of the buzz with real time marketing \u2013 Sotrender Blog \u2013 Analyze, Benchmark &amp; Report Your Social Media Performance<\/title>\n<meta name=\"description\" content=\"The Academy Awards Ceremony is coming up soon! 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