Real-Time Social Marketing
9 likes1,866 views
The document discusses the significance of real-time social media engagement, highlighting successful examples like Oreo's and Mastercard's campaigns that respond to current events and trends. It emphasizes the transition from traditional advertising to continuous, relevant brand storytelling, driven by mobile and social interactions. It also details a successful real-time social program developed for Tencent during the 2014 World Cup, achieving millions of impressions and extensive user engagement.
Real-Time Social Marketing
- 1. An introduction by Totem Media. 24/7
- 2. realtime event response 2013 SuperBowl Oreo rolled out this tweet within minutes after the blackout. Oreo’s one simple tweet received over 20,000 retweets and earned an estimated 525 million global media impressions – five times more than the overall audience for the game itself. social
- 3. not just about mega-events but in response to trends, shared ideas as monitored through social listening, search ...
- 4. realtime social: Oreo “Daily Twist” - Brand x Trends 100 pieces of content over 100 days ...responding to important events, trends ...
- 5. realtime social: MasterCard - Lannister Always Pays His Debts
- 6. realtime social: MasterCard - Lannister Always Pays His Debts
- 7. realtime social: Pepsi - Are You Fan Enough?
- 8. why realtime social now? mobile x social has created an always on environment
- 9. Mobile Centric Lives: Keeping occupied while traveling, alerts in the moment, constant contact with social connections ...Always On!
- 10. “The combination of time and context unlocks a powerful tool for marketers to develop precise targeting approaches” James Fergusson, TNS
- 11. AWARENESS DRIVEN Link to micro-sites (campaigns) The DESKTOP was the interface Consumption of content by appointment At select times during the day CONTENT Appointment Social ENGAGEMENT/ACQUISITION Social CRM (ecommerce) MOBILE is the interface for social Consumption of content is continuous Its always on CONTEXT Realtime Social
- 12. Early Adopters Mass Laggards Early adopters / Discovery Everything is new and wonderful The fascination was with the sharing It was a blank canvas for brands Easy to get attention for “campaigns” CONTENT Mass/Majority Its all pretty much old hat now Only relevant content gets peoples attention Crowded space filled with LOTS of content Hard for brands to standout CONTEXT Social as Mass Medium Move to Majority 2008 Facebook 100m Users 2010 SNS China 400m Users 2014 Facebook 1.28Billion MAU Social Past Social Present
- 13. Branded Content Falling Facebook Organic Reach Branded posts are declining rapidly. All the branded promotions, contests ...that filled social channels during the early wave of social are quickly getting pushed out by “interest based” contents. VS Organic reach for TV Channels, Actors, Athletes, Sports, Recreation, Radio Stations...are still growing. Brands need to act more like Media, creating great stories at the right time, place. Organic Reach by Category Evolution of Facebook Organic Reach Data from Agorapulse, 2014
- 14. WHY realtime social? It’s less expensive than TV commercials, for both production and media costs. It resonates with people because it carries a brand Point Of View. Agree or disagree, as long as there is an opinion related to the hot topic, there will be conversations…and we will get “reach.” Instead of betting all communication on one big idea, we make small bets on fast-moving trends. 20% of the creative hits the jackpot, making the cost x benefit equation very good. Timing matters! Its about one part preparation (having ideas in the bank), and one part response, being present at the moment that the masses are listening. 24/7
- 15. How do we build & run a realtime social media program
- 16. Who is the brand? How would the brand talk? What point of view makes it unique? What things would it comment on? a Brand Personality before you start, you must have (or create) ....
- 17. Analytics to Optimize Copywriting & Design Engagement Strategy Create Online Trends & Hot Topics scout Client Approvals Coordination with Media approve Targeted Amplification launch Publish & Realtime Engagement
- 18. Online Trends & Hot Topics scout Search: Baidu Social: Weibo
- 19. Trending Topic Rapid response social Hot Topic Intercept Together with a brand point of view, make the topic your own. Intercept Hot Topics While They are Rising
- 20. Responding in real-time is largely about preparation. Having a response ready-made for a scenario ...ready to respond when the moment comes.
- 21. Being relevant in the moment Content Planning Pre-Planned Rapid Response Designed around important (and sometimes funny) days on the calendar ...representing a place where the brand and audience have common ground. Most planned in advance. Always monitoring (scouting) important events, issues to connect with ...both rapid-response (ie. Superbowl) and to recent trends (ie. Gangnam Style).
- 22. Realtime System/Process Command Center Camera White Boards Escape Hatch Team Work Space Strategy & Decisions Monitoring & Analytics Operations Team Creative & Editorial Main Screen Featuring Hot Topics, Trending Keywords... Product Features/Benefits Topic Angles & Discussions Event & Content Schedules TV Live Broadcast Camera
- 23. - Senior Designer (Artwork) - Social Strategist(s) - Copywriter Manager - Copywriter Executive Creative / Editorial - Client Leader - Client Brand Manager - Agency Strategy Team Brand / Product - Topic Trend Spotter - Data Analyst(s) Monitoring / Analytics - Media Coordinator - KOL Manager - Resources/Admin Operations / Logistics Functional Teams Command Center
- 24. Chris Baker, Managing Director Email: chris@totemmedia.net Twitter/WeChat: Talktototem
- 25. totem media is pioneering realtime social media in china leading the next wave of branded social engagement
- 26. client
- 27. What Did We Do: In an effort to help Tencent and its social channels (WeChat) be at the center of fast breaking news, we developed the “real-time” World Cup 2014 social program for Tencent. We prepared a deep set of contents matching a multitude of match-play scenarios. From the 24/7 “social war- room,” a team of writers, designers and analysts watched every game ...ready to respond the moment something notable occurred.
- 28. What Did We Do: Over 32 days, the team created 230 “real-time” posters ...with an average production time of 10 minutes. Results: WeChat Impressions: 44.39 million Impressions on Weibo: 510+ million Posts shared on Weibo: 300,000+ Top influencers shared for free: 100+ Social posters spread thru WeChat & Weibo...
- 30. What Did We Do: Building on the success of these “real-time” posters, we also launched a mini-site inside of WeChat, allowing users to create their own responses to fast-breaking events/news during the World Cup. The mini-site ran for only 10 days at the end of the World Cup, but the results were impressive. Results: Fan generated posters: 5,000+ Daily active users: 10,000 Minisite in WeChat to create “Realtime” posters