REAL-TIMEMARKETING &SOCIAL MEDIA

Film 240 Madison Thakore

" The growing effort by advertisers to take part

in more conversations as they happen, in

forums such as Facebook and Twitter, without

seeming forced, overly corporate or out-of-

touch." (1)

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Real-TimeMarketing

HOW DO COMPANIES USEREAL-TIME MARKETING

TO CAPITALIZE ONSOCIAL MEDIA TRENDS?

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88 PERCENTof companies' marketing teams

now use social media for

advertising and promotional

purposes. (2)

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& CONSUMERSTHEMSELVES SPEND A

MAJORITY OF THEIRINTERNET USAGE ONSOCIAL MEDIA... (3)

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SOCIAL MEDIA PROVIDES COMPANIES WITHA GREATER OPPORTUNITY TO CONNECT

WITH POTENTIAL CONSUMERS

Marketers now have "multiple, mobile channels to

reach consumers within the very contexts in which

they make decisions, thereby creating direct, two-

way personal communication channels." (4)

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How Real-Time Marketing on SocialMedia Applications Works (6)

Trending Topic Appears onTwitter or Facebook

Consumers Interactwith the Trend

Companies Interactwith the Trend

Companies Interactwith Consumers

through the Trend

CONSTANT MEETINGSENSURE COMPANIES

CAN IDENTIFYTHEMSELVES WITHTHOSE TRENDS...

9

However, Deanna Zaucha notes that itisn't necessarily about which company

tweets first, but rather, which companies are able to create a tweet that engages with

the audience the best. (7)

SO..."REAL-TIME MARKETING

DOES NOT REQUIRE AWAR ROOM." (8)

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INSTEAD, REAL-TIME MARKETING

REQUIRESCOMPANIES TOCOME UP WITHCONTENT THATBEST CONNECTSWITH BOTH THE

TREND ANDCONSUMERS.

1 1

Companies capitalize onmarketing opportunitiesthrough trending topics

on social media. They can become involved in online

conversations, opening companies' brands to a larger audience on a greater scale.

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"Keeping up on allthe latest trends and being fluent in the

language of real-timeconversations

[provides]... a seat at the table for allbrand-related

decisions."(9)

Increased engagement on socialmedia sites, such as Twitter andFacebook... (10)Lesser need to attract attention tothe company's brand, as consumersare already focused on the trend... (11)"Huge audience... at relatively lowcost..." (12)

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BENEFITS OFREAL -TIMEMARKETING

There are many examplesof ways real-time

marketing through socialmedia has benefitted real

companies...

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Oreo tweeted"Power out? No problem.You can still dunk in the

dark."

This took place during theSuper Bowl blackout of

2013, a trending topic ontwitter at the time.

(13)

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10,000 RETWEETS& 5,000 SHARES

In just the first hour of the tweet being sent out by Oreo. (14)

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"THE OREO CASE ISIMPORTANT BECAUSE IT

SPEAKS TO A SHIFT INADVERTISING ITSELF, AND IN

THE FUNDAMENTAL WAYTHAT COMPANIES THINKABOUT HOW TO REACH

CONSUMERS." (15)

OREO IS AN EXAMPLEOF JUST ONE COMPANY,THROUGH THE USE OFTWITTER, THAT HASCAPITALIZED ON ASOCIAL MEDIA TREND.

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Real-time marketing, through

the growth of social media, has

become an influential and

growing trend in companies. (16)

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"SOCIAL NETWORKSARE NOT ONLYANOTHER NEWPLATFORM TO

COMMUNICATE ON,THEY ARE A NEW WAYOF COMMUNICATINGWITH... CONSUMERS."

(17)

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"THE MARKET IS VERY FOCUSED ON THENOW OF REAL-TIME IN SOCIAL MEDIA." (18)

COMPANIES USE SOCIAL MEDIA SITES,ESPECIALLY TWITTER, TO ENGAGE WITH A

GREATER NUMBER OF CONSUMERS ONCURRENT, TRENDING TOPICS.

So, how do companies use real-time marketing to capitalize on social media trends?

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Companies nowincorporate real-timemarketing strategies,through the likes of

social media, to promotebrand awareness and

recognizability.

MARKETING IS NOLONGER JUST ABOUT

STRATEGIZING AHEAD...REAL-TIME MARKETINGAND SOCIAL MEDIA AREALL ABOUT THE HERE &

NOW.

WORKS CITED

Bernhardt, Jay M., Darren Mays and Amanda K. Hall. “Social marketing at the right place and right time with new media.” Journal of Social Marketing 2 (2012): 130-137.

Chatterjee, Sreejata. “8 Top Social Media Experts Weigh In On Real-Time Marketing.” LeadSift, September 2, 2015. Accessed October 15, 2016. http://leadsift.com/8-top-social-mediaexpertsweigh-in-on-real-time-marketing/.

Dupre, Elyse and Al Urbanski. “Under the influence (and so over).” DM News 35 (2013): 20-24.

Krashinsky, Susan. “Super Bowl advertising won’t wait for commercial breaks.” The Globe and Mail, January 30, 2014. Accessed October 14, 2016. http://www.theglobeandmail.com/report-on business/industry-news/marketing/super-bowl-advertising-wont-wait-for- commercial-breaks/article16614167/.

Macy, Beverly and Teri Thompson. The Power of Real-Time Social Media Marketing. New York: McGraw-Hill Professional Publishing, 2010.

Ott, Larissa and Petra Theunissen. “Reputations at risk: Engagement during social media crises.” Public Relations Review 41 (2015): 97-102.

Řežab, Jan. “Social Media Marketing and Brands’ Social Media Behaviour.” Central European Business Review 1 (2012): 49.

Schiff, Allison. “Oreo is one smart cookie.” DM News 36 (2014): 22-25.

Schulze, Christian, Lisa Schöler and Bernd Skiera. “Customizing Social Media Marketing.” MITSloan Management Review 56 (2015): 7-10.

Wheaton, Ken. “It’s about time to get real about real-time marketing.” Advertising Age 23 (2013): 1.

Whiting, Anita and David Williams. “Why people use social media: a uses and gratification approach.” Qualitative Market Research: An International Journal 16 (2013): 362-369. Zaucha, Deanna. “Five Facts about Real-Time Marketing and Social Media.” Pagemodo, June 16, 2015. Accessed October 14, 2016. http://www.pagemodo.com/blog/real-time marketing-5-facts/.

WORKS CITED

1. Susan Krashinsky, “Super Bowl advertising won’t wait for commercial breaks,” The Globe and Mail, January 30, 2014. AccessedOctober 14, 2016, http://www.theglobeandmail.com/report-on business/industry-news/marketing/super-bowl-advertising-wont-wait-for-commercial-breaks/article16614167/. 2. Anita Whiting and David Williams, “Why people use social media: a uses and gratification approach,” Qualitative Market Research:An International Journal 16 (2013): 362,3. Ott, Larissa Ott and Petra Theunissen, “Reputations at risk: Engagement during social media crises,” Public Relations Review 41 (2015):97. 4. Jay M. Bernhardt, Darren Mays and Amanda K. Hall. “Social marketing at the right place and right time with new media,” Journalof Social Marketing 2 (2012): 131. 5. Deanna Zaucha, “Five Facts about Real-Time Marketing and Social Media.” Pagemodo, June 16, 2015. Accessed October 14,2016, http://www.pagemodo.com/blog/real-time marketing-5-facts/. 6. Zaucha, "Five Facts about Real-Time Marketing."7. Zaucha, "Five Facts about Real-Time Marketing."8. Beverly Macy and Teri Thompson. The Power of Real-Time Social Media Marketing (New York: McGraw-Hill Professional Publishing,2010) 54.9. Christian Schulze, Lisa Schöler and Bernd Skiera, “Customizing Social Media Marketing,” MITSloan Management Review 56 (2015): 9. 10. Schulze, Schöner and Skiern, "Customizing Social Media Marketing," 8. 11. Schulze, Schöler and Skiera, “Customizing Social Media Marketing,” 10. 12. Krashinsky, "Super Bowl advertising."13. Elyse Dupre and Al Urbanski, “Under the influence (and so over),” DM News 35 (2013): 20.14. Krashinsky, "Super Bowl advertising."15. Macy and Thompson, The Power of Real-Time Social Media Marketing, 18. 16. Jan Řežab, “Social Media Marketing and Brands’ Social Media Behaviour,” Central European Business Review 1 (2012): 49.17. Macy and Thompson, The Power of Real-Time Social Media Marketing, 221.

IMAGES

The images are all creative commons licensed and appear in the order they do in the flip book.

1. Mariana Gama -https://www.flickr.com/photos/olhamaria/4762113930/in/2. Kostya Sasquatch -https://www.flickr.com/photos/take-care/10991311223/in/

3. Jason Howie -https://www.flickr.com/photos/jasonahowie/8583949219/in/4. Victor Hanacek -https://picjumbo.com/woman-checking-the-time-on-her-fashion-watches/

5. WOCInTech Chat -https://www.flickr.com/photos/wocintechchat/25392653883/in/6. Mo Riza -https://www.flickr.com/photos/moriza/1867122097/in/

7. Kempton -https://www.flickr.com/photos/k-ideas/8446992324/in/8. Esther Vargas- https://www.flickr.com/photos/esthervargasc/8346162027/in/

9. CAFNR -https://www.flickr.com/photos/cafnr/14267599480/in/