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RIGHT TIME
ENGAGEMENT
Turning Relevant Social Media Moments
into Meaningful Opportunities

Catherine Merritt
@CathMerritt
2
AND THEN THIS
HAPPENED
3
4
AND THIS…
5
6
AND SADLY,
THIS TOO…
7
8
HOW TO DO IT
RIGHT…

9
Connecting quick
content to the
masses

The bigger the
audience the
better, OK if
competitors will be
there too

How it’s
...
Right time

Right
content

Exceptional
Results
Right
community

Right
channels

11
FOUR APPROACHES TO
RIGHT TIME ENGAGEMENT

Planned
Opportunities

Active
Listening
RTE

Influencer
Engagement

Reactive
Opp...
LET’S TALK
ABOUT A COUPLE
OF THEM

13
THEY KEY TO
LIVING A
DELICIOUS LIFE…
HOW ACTIVE LISTENING LED TO AN OPPORTUNITY

14
OSCAR MAYER

15
OSCAR MAYER

16
OSCAR MAYER

17
OSCAR MAYER

18
CONNECTING AN
INFLUENCER WITH
AN ICONIC MODE OF
TRANSPORTATION
INFLUENCER ENGAGEMENT FOR RIGHT TIME
OPPORTUNITIES

19
DID YOU SEE THIS GUY ON VINE?
WELL, WE DID. AND WE THOUGHT HE
WAS HILARIOUS.
SO WE PAID HIM A VISIT…
AND WE SAW GREAT RESULTS
BREAKING BAD’S
TRIP TO BELIZE
TAKING A POTENTIAL NEGATIVE SITUATION AND
TURNING IT ON ITS HEAD

EXECUTED: AUGUST 2013
WHAT WE HEARD (AND WHAT IT MEANS)
WHERE A LOT OF PEOPLE SAW A
PROBLEM …
IT STARTED WITH TWEETS

27
THEN WE EXTENDED AN INVITATION…
AND THEN THINGS WENT CRAZY

29
THE BOTTOM LINE
More than 300 million (all
positive) media impressions

Ultimate tale of turning
lemons into lemonade
QUESTIONS?

31
THANK YOU!

32
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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.

Published in: Education, Travel, Business
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Catherine Merritt Right Time Engagement with Oscar Mayer and the Belize Tourism Bureau

  1. 1. RIGHT TIME ENGAGEMENT Turning Relevant Social Media Moments into Meaningful Opportunities Catherine Merritt @CathMerritt
  2. 2. 2
  3. 3. AND THEN THIS HAPPENED 3
  4. 4. 4
  5. 5. AND THIS… 5
  6. 6. 6
  7. 7. AND SADLY, THIS TOO… 7
  8. 8. 8
  9. 9. HOW TO DO IT RIGHT… 9
  10. 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. 11. Right time Right content Exceptional Results Right community Right channels 11
  12. 12. FOUR APPROACHES TO RIGHT TIME ENGAGEMENT Planned Opportunities Active Listening RTE Influencer Engagement Reactive Opportunities 12
  13. 13. LET’S TALK ABOUT A COUPLE OF THEM 13
  14. 14. THEY KEY TO LIVING A DELICIOUS LIFE… HOW ACTIVE LISTENING LED TO AN OPPORTUNITY 14
  15. 15. OSCAR MAYER 15
  16. 16. OSCAR MAYER 16
  17. 17. OSCAR MAYER 17
  18. 18. OSCAR MAYER 18
  19. 19. CONNECTING AN INFLUENCER WITH AN ICONIC MODE OF TRANSPORTATION INFLUENCER ENGAGEMENT FOR RIGHT TIME OPPORTUNITIES 19
  20. 20. DID YOU SEE THIS GUY ON VINE?
  21. 21. WELL, WE DID. AND WE THOUGHT HE WAS HILARIOUS.
  22. 22. SO WE PAID HIM A VISIT…
  23. 23. AND WE SAW GREAT RESULTS
  24. 24. BREAKING BAD’S TRIP TO BELIZE TAKING A POTENTIAL NEGATIVE SITUATION AND TURNING IT ON ITS HEAD EXECUTED: AUGUST 2013
  25. 25. WHAT WE HEARD (AND WHAT IT MEANS)
  26. 26. WHERE A LOT OF PEOPLE SAW A PROBLEM …
  27. 27. IT STARTED WITH TWEETS 27
  28. 28. THEN WE EXTENDED AN INVITATION…
  29. 29. AND THEN THINGS WENT CRAZY 29
  30. 30. THE BOTTOM LINE More than 300 million (all positive) media impressions Ultimate tale of turning lemons into lemonade
  31. 31. QUESTIONS? 31
  32. 32. THANK YOU! 32

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