Catherine Merritt Right Time Engagement with Oscar Mayer and the Belize Tourism Bureau

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Catherine Merritt talks about how Oscar Mayer and the Belize Tourism Bureau used active listening to create a meaningful, popular, viral campaigns.

Catherine Merritt talks about how Oscar Mayer and the Belize Tourism Bureau used active listening to create a meaningful, popular, viral campaigns.

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  • BATDAD VINE RESULTS535K impressions (BatDad followers when video posted)38,675 likes522 commentsVideo was featured on Vine’s Popular Now page
  • BATDAD VINE RESULTS535K impressions (BatDad followers when video posted)38,675 likes522 commentsVideo was featured on Vine’s Popular Now page

Transcript

  • 1. RIGHT TIME ENGAGEMENT Turning Relevant Social Media Moments into Meaningful Opportunities Catherine Merritt @CathMerritt
  • 2. 2
  • 3. AND THEN THIS HAPPENED 3
  • 4. 4
  • 5. AND THIS… 5
  • 6. 6
  • 7. AND SADLY, THIS TOO… 7
  • 8. 8
  • 9. HOW TO DO IT RIGHT… 9
  • 10. Connecting quick content to the masses The bigger the audience the better, OK if competitors will be there too How it’s being done VS. Connecting GREAT content to the RIGHT community VS. Smaller, RIGHT audience is fine; everything can be scaled VS. Creative idea > speed Photoshop + Twitter VS. All media channels (not just social) Costly listening tools VS. How it should be done EVERYWHERE! Speed trumps creative 10
  • 11. Right time Right content Exceptional Results Right community Right channels 11
  • 12. FOUR APPROACHES TO RIGHT TIME ENGAGEMENT Planned Opportunities Active Listening RTE Influencer Engagement Reactive Opportunities 12
  • 13. LET’S TALK ABOUT A COUPLE OF THEM 13
  • 14. THEY KEY TO LIVING A DELICIOUS LIFE… HOW ACTIVE LISTENING LED TO AN OPPORTUNITY 14
  • 15. OSCAR MAYER 15
  • 16. OSCAR MAYER 16
  • 17. OSCAR MAYER 17
  • 18. OSCAR MAYER 18
  • 19. CONNECTING AN INFLUENCER WITH AN ICONIC MODE OF TRANSPORTATION INFLUENCER ENGAGEMENT FOR RIGHT TIME OPPORTUNITIES 19
  • 20. DID YOU SEE THIS GUY ON VINE?
  • 21. WELL, WE DID. AND WE THOUGHT HE WAS HILARIOUS.
  • 22. SO WE PAID HIM A VISIT…
  • 23. AND WE SAW GREAT RESULTS
  • 24. BREAKING BAD’S TRIP TO BELIZE TAKING A POTENTIAL NEGATIVE SITUATION AND TURNING IT ON ITS HEAD EXECUTED: AUGUST 2013
  • 25. WHAT WE HEARD (AND WHAT IT MEANS)
  • 26. WHERE A LOT OF PEOPLE SAW A PROBLEM …
  • 27. IT STARTED WITH TWEETS 27
  • 28. THEN WE EXTENDED AN INVITATION…
  • 29. AND THEN THINGS WENT CRAZY 29
  • 30. THE BOTTOM LINE More than 300 million (all positive) media impressions Ultimate tale of turning lemons into lemonade
  • 31. QUESTIONS? 31
  • 32. THANK YOU! 32