Keeping it real.
News takes seconds to break these days. In social media land you don’t have much time to respond, if you want to join the conversation. Real-time marketing speaks to the idea of joining these topical and existing conversations rather than starting your own hours or days later. Your customers care about it, sure, but should you put your two cents in?
Here are some things to consider when contemplating joining any real-time digital conversation:
While the latest dog meme is hilarious and everyone is talking about it online, no one really cares what a credit card company thinks of it, unless of course said dog meme features a dog purchasing a new kennel with it’s black amex. Catch our drift? If your brand has nothing of value to add, it’s best to leave it. No one likes a hanger-on-erer.
Don’t be that guy.
This one’s quite simple actually. Be nice. Don’t cash in on the misfortune of others, ala American Apparel and their tasteful, thoughtful, considerate, utterly offensive post Hurricane Sandy campaign #sandysale.
Be (the) Clever(est).
If a real time opportunity presents itself try to stand out from your cohort of digital competitors and develop content that’s clever, and on brand. Just like Oreo did during last year’s Super Bowl black out. Oreo tweeted an ad with real time relevance and it worked wonders.
￼Be mindful of over saturation.
In other words, don’t be annoying. Know when to put the phone down. Real time advertising is adding to the noise and clutter, so it’s important to know when the conversation should end. Tip: this is before people stop laughing at your jokes.
Don’t miss an opportunity.
After JCPenney appeared to be drunk tweeting, Doritos, Coors Light and Kia Motors were quick to jump in and take advantage of the awkward exposure the brand was receiving. We quickly learned that JCPenney was only #TweetingWithMittens, but the opportunity allowed other brands utilise JCPenney’s content to leverage their own brands. Without the quick reaction time, the opportunity would have been lost.
While real-time marketing has overwhelming benefits, it’s not always accessible to brands. Having a dedicated social media resource is not always an option, but when the right place and the right time strikes, hopefully the right person can get in the quick.
Image from Fast Company