uberVU: the DOs and DON'Ts of Real-Time Marketing in 2013


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Join Elisabeth Michaud, Social Media Marketing & Community Manager at uberVU, for a webinar about Real-Time Marketing strategies in 2013. Brands like Oreo have used this strategy successfully--learn the DOs and DON'Ts to apply the technique to your own brand in this recorded webinar.

Webinar date: April 30, 2013

Published in: Business, Technology
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  • Welcome everyone, thanks for joining us for our Real-time marketing webinar, where we’ll talk about what some of the big brands are doing with this strategy in social media this year and how you can implement a real-time marketing strategy for your brand
  • Just so you know who you’re listening to today, I’m Elisabeth – the social media marketing & community manager here at uberVU.
  • For those of you who aren’t familiar with uberVU, we’ve created a social media marketing dashboard designed for social media managers, community managers, and other marketers who use social media on a day-to-day basis. uberVU helps them complete daily tasks more easily, hone in on important data points and ultimately increase results by giving them unique, real-time insights by personalizing social search results into action plans.
  • Now, for a little bit of housekeeping before we jump into the meat of the webinar. If you’re tweeting during the webinar, we’d love it if you interacted with us and your fellow attendees using the hashtag SMARTER SOCIAL. For updates from uberVU after the webinar, follow us on Twitter at uberVU or check out our blog at blog.ubervu.com.If you have any questions during the webinar, submit them through the question box in GoToWebinar. We’ll try to save the last few minutes of our 30-minute webinar to answer them if we can! The webinar recording and a link to the slide deck will be distributed to everyone who signed up later this week—so don’t worry if you miss a minute or two!
  • To give you a sense of what we’ll be covering today, here’s the basic outline of the presentation. First, we’ll share what the real-time marketing trend is all about and what the term itself meansThen, we’ll dive specifically into what Oreo’s been doing—they’re really on a roll with this strategy in 2013!After that, we want to pass along some things to DO and some things NOT do to based on examples from other brands.
  • Diving right in, let’s chat about what RTM is and what it’s all about
  • According to Golin Harris, a large communications agency, RTM is “systematic, multi-channel engagement based upon real-time insights.”While some of the real-time marketing we’ve seen in 2013 isn’t necessarily systematic or multi-channel (at least when the original piece of content was created and shared), it’s definitely ENGAGEMENT and of course is based on REAL TIME INSIGHTS. Some great examples of RTM from this year are engagement based on Real time insights.Some of the BEST engagement based on real-time insights we’ve seen is also systematic in a way: not that it’s pre-programmed or pre-created (though some elements have been), but that the brands who have created this RTM had SYSTEMS in place to allow high-quality, spontaneous content creation and content SHARING to occur.
  • Some brands attempted to create real-time marketing by pre-creating creative options for events like the Super Bowl, Grammy Awards and Oscars. This example from Stella Artois was, we can only guess, made from a pre-created Photoshop image with a swappable text layer. Alternatively, it could be one of many versions of the same congratulatory message with just the actor and movie name changing for each version—the correct one ready to be tweeted at the exact moment the award winner was announced. This image was certainly a piece of marketing content designed to be distributed and shared in real-time, during the Oscars.
  • Another example of real-time marketing isn’t event-based at all. It was an off-the-cuff response to a consumer comment. Great RTM here by both Kit Kat and Oreo—Kit Kat creating an on-brand tic tac toe game with Kit Kat bars and an admirable willingness to market specifically FOR the original poster Laura Ellen (with the bonus of all their followers being able to see this content as well). Good counter-post by Oreo, participating in the game with a brand that could be considered a competitor of theirs but also having a bit of fun. Just a great, fun and funny post by both brands here—it’s feel-good, shareable content!
  • In this example, Oreo had some elements of this image prepped (or were able to be pulled together quickly) before the Super Bowl. As I’ll touch on later, there was also some pre-planning by the brand that enabled them live-tweet the events of that night itself—planning that allowed them to be spontaneous when the blackout actually occurred (something nobody planned for!).
  • So if Oreo and Kit Kat and Stella Artois are all doing RTM, there must be some benefits to it, right?While the exact results are going to differ widely depending on the brand, the brand’s positioning, and the real-time event or situation its marketing responds to, here are some basic reasons brands participate:Choosing the right event (like the Super Bowl, a prime time to market to snackers) can mean big exposure at a time when your brand’s audience is online. With the growth of “live-tweeting” events like this using a second or even third screen, consumers are connected more than ever and that can mean a big potential audience filled with your target customers—all engaged with both the event AND social media at the same time.Content created in real-time has the opportunity to be more relevant and timely than pre-planned, pre-created and pre-submitted advertising like banner ads online, scheduled posts, and especially planned WAY in advance television ads.A secondary aim of RTM content can be for PR opportunities: think about how many media outlets, online, on television, etc. – are paying attention when an event like the Super Bowl, Oscars or even a spontaneous news event occurs. It’s a great chance for your brand to get their attention, and therefore further exposure—IF you do it right and don’t abuse the opportunities (I’ll touch on this a bit more later).
  • Now, let’s chat about what Oreo has been doing this year that really made them stand out from the pack. While lots of brands are doing RTM, Oreo is one of the best examples you see right now, engaging with their audience in a non-scripted way that feels representative of their fun brand.
  • Other brands CERTAINLY did real-time marketing before Oreo’s big Super Bowl moment, but we’ve noticed a resurgence in popularity of this type of marketing (and people ANALYZING this type of marketing) ever since then.
  • For those of you who need a little more context about what went down, here’s what took place during this year’s Super Bowl.In the second half of the game, an electrical problem suddenly caused HALF of the lights in the stadium to go out. Obviously it was impossible for the players to continue the game at that point. Announcers didn’t know what to do, some extra long commercial breaks were taken, and EVERYONE seemed to be tweeting about it.Shortly, #blackout began trending on Twitter.
  • Oreo’s team took the opportunity, when NOBODY was glued to the screen or discussing the latest play, to grab some attention. They did it with this clever and really SIMPLE twitter image—with GREAT success.
  • Here are the numbers—as of late last week when I took a snapshot of the tweet, it had received over 16 THOUSAND RTs and over 6 thousand Favorites. Lots of engagement and eyeballs for Oreo!
  • So what made that tweet so successful? Let’s talk about the 5 elements that gave it the best chance for success.(read through the slide)
  • What else has Oreo been doing with RTM since the Super Bowl? They certainly didn’t stop with one tweet!Here’s an example (again, it’s clever, on-brand, lighthearted, timely and obviously a collaborative effort between brand and agency reps) from the Grammys, shared just before Justin Timberlake’s much-anticipated musical performance (where he sang “Suit and Tie” and performed in, you guessed it, a tuxedo)
  • A similar tweet from Oreo happened during the James Bond tribute at this year’s Oscars—this time as an animated GIF playing on the opening sequence in each James Bond movie.
  • And, as we saw before, some non-event-based RTM with Oreo’s response to Kit Kat.
  • Other brands have been Real-timing like crazy since the Super Bowl, trying to capture the buzz like Oreo did. And, as we see in the marketing industry, experts and leaders can’t stop commenting on the trend.
  • Now, let’s share some DOs and DON’Ts from other big brands.
  • We saw this example earlier in the presentation, and it’s one from this year’s Oscars from Stella Artois.
  • Unfortunately, I have to say it’s a DON’T. While it’s elegant and a nice shout-out to the Oscar winner, it lacks creativity and didn’t share anything new or exciting with the “second screen” audience—anyone following along with the #oscars hashtag or the awards show itself would already have known who won the award for Best Supporting Actor. The image isn’t particularly on-brand, either—we’re not sure what Stella has to do with celebrating film. They’re a beer brand!
  • This example is an oldie but goodie: a tweet from Kenneth Cole a few years back during some political unrest in Cairo.
  • As I’m sure you all know, this example of real-time marketing (in this case, trying to capitalize on a trending topic on Twitter) is a BIG DON’T. Trying to hashtag-jack a political uprising in order to sell clothes and accessories? Not classy! This tweet garnered Kenneth Cole a LOT more negative press than it did anything else.
  • Unfortunately, this example from American Apparel from about 6 months ago shows that some brands haven’t learned much since the Kenneth Cole tweet.
  • This image, shared via Twitter, Facebook and as an email campaign, was a real-time marketing effort by American Apparel designed to capitalize on the fact that many were stuck inside during Hurricane Sandy. The devastating storm took a huge toll on New York City as well as other East Coast locations, but American Apparel thought it’d be a great chance to sell some extra t-shirts through ecommerce. Many thought the marketing effort was distasteful—trying to take advantage of consumers in a tough situation and without the appropriate solemnity a storm of Sandy’s devastating nature merited.
  • This marketing (a promoted Tweet in search results for Big Bird) was a GREAT RTM effort by PBS. As I’m sure many of you remember, a comment by Mitt Romney during one of last fall’s Presidential debates said he’d balance the budget by eliminating government spending on so-called “non-essentials” like PBS—he wouldn’t borrow money from China for it, he said.“I like PBS, I love Big Bird…but I’m not going to keep on spending money on things to borrow money from China to pay for.”The Twitter (and Tumblr) sphere jumped right on this comment. And so did PBS, promoting a tweet on the big bird search about why the network is so valuable.
  • This one is definitely a DO – promoted tweets, profiles or trends (if you have the budget) can give your organization a chance to stand out in chatter during a live event like the debates. PBS didn’t make any disparaging remarks about Romney’s comment, but used the opportunity to educate the debate audience interested in that comments about the value of the network.
  • This is another timely Super Bowl tweet from the One campaign.
  • Similar to what Oreo did during the blackout, using the #super bowl hashtag and on-brand messaging that achieves it’s aim of educating the audience by sharing this fact and NOT capitalizing in a bad way on an unfortunate situation. It’s definitely a DO!
  • I’m sure many of you remember a couple of month ago, there was a series of major brand Twitter accounts being hacked, notably Burger King and Jeep, along with a few others.This is a real-time exchange just after the hacked accounts got things back to normal, initiated by Burger King.At a time when many brands STILL don’t respond to tweets addressed to them, Burger King did respond to Jeep with an on-brand quip.
  • Definitely a do! Each post has hundreds of RTs and Favorites—the social media audiences for each of these brands loved them!
  • Let’s think back about what the elements of the Oreo Super Bowl blackout post were that made it so successful—these are the things you need to consider as you prep for making RTM a part of your social media strategy.[read through the points]
  • Now, in the last few minutes’ it’s time to move on to the Q&A portion of the webinar.
  • We’ll do our best to get to as many questions as we can.
  • uberVU: the DOs and DON'Ts of Real-Time Marketing in 2013

    1. 1. The DOs and DON’Ts ofReal-Time Marketing in 2013How companies like Oreo are supercharging theirsocial media marketing with this strategy—andhow to do it right for your brand#smartersocialApril 30, 2013
    2. 2. Your Presenter:Elisabeth MichaudSocial Media Marketing/Community ManageruberVU@uberVU / @emichaud#smartersocial
    3. 3. About uberVU#smartersocial
    4. 4. Interact!Use the hashtag #smartersocialUpdateFollow us on Twitter for ongoing updates: @ubervuQuestions?Submit questions anytime through GoToWebinar – time permitting,answers will be at the end123#smartersocial
    5. 5. 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 quicklyand has used it effectively‣ DOs and DON’Ts from other big brands—plus what toconsider before trying it out‣ Q&A#smartersocial
    6. 6. 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 quicklyand has used it effectively‣ DOs and DON’Ts from other big brands—plus what toconsider before trying it out for yourself‣ Q&A#smartersocial
    7. 7. What IS real-time marketing?#smartersocial
    8. 8. “Systematic, multi-channel engagementbased upon real-timeinsights”- Golin Harris#smartersocial
    9. 9. Definitions of RTM vary‣ Pre-made creative with a swappable element inPhotoshop, designed to be launched at exactlythe right moment#smartersocial
    10. 10. Definitions of RTM vary‣ 100% spontaneous, responding to anunexpected situation#smartersocial
    11. 11. Definitions of RTM vary‣ A mix of planned and spontaneous content toadapt to a situation or event#smartersocial
    12. 12. Pick the right event/situation to capture the attentionof your target audienceShare relevant content that resonates more thanpre-planned banner/TV adsPR opportunities: media activity is high for bigevents like the Super Bowl, Grammy Awards,Oscars, etc.Why use real-time marketing?Benefits:#smartersocial
    13. 13. 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 quicklyand has used it effectively‣ DOs and DON’Ts from other big brands—plus what toconsider before trying it out for yourself‣ Q&A#smartersocial
    14. 14. While Oreo wasn’t the FIRSTbrand to use real-timemarketing, they are one of thebrands doing it best in 2013.#smartersocial
    15. 15. How it all started…#smartersocialImage credit: LA Times
    16. 16. How it all started…#smartersocial
    17. 17. 16,039 RTs6,221 Favorites#smartersocial
    18. 18. Audience-appropriateSuper Bowl fans are snackers, so perfect to market food/drink during the eventHumorous & LightheartedFunny, positive content is extremely shareableOn-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 teamTimingA big, national event with a break in the action, shortly after #blackout began trending 12345Elements of success#smartersocial
    19. 19. Oreo’s follow-ups#smartersocial
    20. 20. Oreo’s follow-ups#smartersocial
    21. 21. Oreo’s follow-ups#smartersocial
    22. 22. Now, everyone’s doing it…#smartersocial
    23. 23. 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 quicklyand has used it effectively‣ DOs and DON’Ts from other big brands plus what toconsider before trying it out for yourself‣ Q&A#smartersocial
    24. 24. #smartersocial
    25. 25. #smartersocial
    26. 26. #smartersocial
    27. 27. #smartersocial
    28. 28. #smartersocial
    29. 29. #smartersocial
    30. 30. #smartersocial
    31. 31. #smartersocial
    32. 32. #smartersocial
    33. 33. #smartersocial
    34. 34. #smartersocial
    35. 35. #smartersocial
    36. 36. 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? 12345Is RTM right for you?#smartersocial
    37. 37. 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 quicklyand has used it effectively‣ DOs and DON’Ts from other big brands—plus, what toconsider before trying it out for yourself‣ Q&A#smartersocial
    38. 38. #smartersocial
    39. 39. Thank you!Elisabeth Michaud@emichaud/@ubervuubervu.comLater this week, you’ll receive a link to the recordedwebinar and slides. More questions? Tweet us @ubervu!#smartersocial
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