Taking the Leap: Real-Talk about Real-Time Marketing
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Transcript of Taking the Leap: Real-Talk about Real-Time Marketing
Taking the Leap:
Real Talk about Real-Time Marketing
#FHtrends
With every big event, live television show,
news story or even just a piece of buzz-worthy
content, we see an increasing number of
brands lining up for a piece of the
conversation pie.
#FHtrends
With every big event, live television show,
news story or even just a piece of buzz-worthy
content, we see an increasing number of
brands lining up for a piece of the
conversation pie.
And because of this, the term “Real-Time
Marketing” is becoming…
#FHtrends
A real-life buzzkill buzzword.
#FHtrends
Even though a lot of brands are playing in the
space, it can still be difficult to predict success.
#FHtrends
What we can predict is:
#FHtrends
An increase in attention.
#FHtrends
An increase in conversation.
#FHtrends
An increase in engagement.
#FHtrends
Research says brands that participate in
Real-Time Marketing through social can
expect to receive a 1,200% increase in engagement.
#FHtrends
That’s big.
#FHtrends
So how can we ensure that the increase in
engagement is less:
#FHtrends
So how can we ensure that the increase in
engagement is less:
And more:
#FHtrends
And even better, how can we begin to
predict success when it comes to Real-Time
Marketing efforts?
#FHtrends
To uncover this, let’s dissect what “Real-Time
Marketing” really is.
#FHtrends
To uncover this, let’s dissect what “Real-Time
Marketing” really is.
This will give us a better understanding of
the space and will help guide us on when
we should leap into the conversation or
simply stay away.
#FHtrends
Let’s start by looking at the two areas we
see brands participating in most often:
#FHtrends
Let’s start by looking at the two areas we
see brands participating in most often:
Live television and
buzz-worthy content.
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Which begs the question…
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Which begs the question…
How is the behavior between brands
jumping into the two spaces different?
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For starters, let’s consider how live television
and buzz-worthy content are alike.
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As we walk through this, we’ll use:
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As we walk through this, we’ll use:
The Super Bowl as an
example of live television
#FHtrends
As we walk through this, we’ll use:
The Super Bowl as an
example of live television
The Dress as an example of
buzz-worthy content. and
#FHtrends
(You knew The Dress would find its way into here somehow.)
#FHtrends
(You knew The Dress would find its way into here somehow.)
(And for the record, it was white and gold.)
#FHtrends
(You knew The Dress would find its way into here somehow.)
(And for the record, it was white and gold.)
(But we digress.)
#FHtrends
Both occurrences happen in real-time,
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Both occurrences happen in real-time,
are highly social
#FHtrends
Both occurrences happen in real-time,
are highly social
and often spike after a defining moment.
#FHtrends
So what makes them different?
#FHtrends
For starters, the fan base.
#FHtrends
For starters, the fan base.
When we’re talking about a live television
event, there is an already-established fan
base.
#FHtrends
For starters, the fan base.
When we’re talking about a live television
event, there is an already-established fan
base.
This isn’t necessarily the case for a buzz-worthy
piece of content like The Dress.
#FHtrends
Another difference between the two
involves sponsorship.
#FHtrends
Another difference between the two
involves sponsorship.
The Super Bowl attracts a lot of brands and
official sponsors.
#FHtrends
Another difference between the two
involves sponsorship.
The Super Bowl attracts a lot of brands and
official sponsors.
There aren’t any sponsors of The Dress. Any
brand association comes after the defining
moment. #FHtrends
Another way of looking at this is:
#FHtrends
Another way of looking at this is:
Established fan base
#FHtrends
Another way of looking at this is:
Established fan base + Sponsorship
#FHtrends
Another way of looking at this is:
Established fan base + Sponsorship =
(Noise)
#FHtrends
And we can all agree The Super Bowl is noisy.
#FHtrends
Brand messages, even if in real-time, get lost
really easily because there is an actual event
happening that people really care about.
#FHtrends
There was no event around The Dress.
#FHtrends
There was no event around The Dress.
(#sorrynotsorry)
#FHtrends
Another interesting thing we should consider
is consumer expectation.
#FHtrends
Consumers have higher expectations for
brands that jump into a live television event
like the Super Bowl, because the brand
knew that live event was going to happen.
#FHtrends
Consumers have higher expectations for
brands that jump into a live television event
like the Super Bowl, because the brand
knew that live event was going to happen.
But… the space is more crowded, so if the
brand fails, it isn’t as noticeable.
#FHtrends
When a brand leaps into a conversation
around The Dress and fails, it’s painfully
noticeable.
#FHtrends
Let’s take Pizza Hut for example:
#FHtrends
Let’s take Pizza Hut for example:
A brand that entered the space with both
the Super Bowl and The Dress.
#FHtrends
For the Super Bowl, Pizza Hut tweeted a vine
of Tony Romo with the caption “Tony Romo
reviews Triple Cheese Covered Stuffed
Crust.”
#FHtrends
It was a bit of a miss, and it got some eye
rolls… but that was pretty much it.
#FHtrends
Pizza Hut UK entered the space about The
Dress by posting an image of a pizza where
one slice was green.
#FHtrends
Pizza Hut UK entered the space about The
Dress by posting an image of a pizza where
one slice was green.
The caption read “OMG need your help. Is
this a different colour to you?”
#FHtrends
(I know, right?)
#FHtrends
Again, a bit of a miss, but this post didn’t get
eye rolls.
#FHtrends
It got WTFs.
#FHtrends
As demonstrated by Pizza Hut, brands often
enter the space of buzz-worthy content in
the same manner they enter into any other
Real-Time Marketing conversation.
#FHtrends
But with less time.
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But with less planning.
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But with less strategy.
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And a lot less .
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(I mean, green pizza.)
#FHtrends
But if the consumer expectation for the two
is different…
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But if the consumer expectation for the two
is different…
Shouldn’t the qualifiers for whether or not a
brand should take that leap be different,
too?
#FHtrends
Funny you should ask.
#FHtrends
Let’s consider a simple check list.
#FHtrends
Live Television Buzz-Worthy Content vs.
#FHtrends
Live Television Buzz-Worthy Content
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Conversation Association: Are the
topics within the conversation ones you want your
brand to be associated with?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Consumer Expectation: Do
people expect your brand to participate?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Conversation Association: Are the
topics within the conversation ones you want your
brand to be associated with?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Consumer Expectation: Do
people expect your brand to participate? Consumer Perception: Will consumers
perceive your brand in a positive light after
entering the space?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Conversation Association: Are the
topics within the conversation ones you want your
brand to be associated with?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Consumer Expectation: Do
people expect your brand to participate? Consumer Perception: Will consumers
perceive your brand in a positive light after
entering the space?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Conversation Association: Are the
topics within the conversation ones you want your
brand to be associated with?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends
So how many boxes need to be checked?
#FHtrends
As a general rule of thumb, on either checklist,
you should be able to confidently check
#FHtrends
3 out of the 4 boxes.
As a general rule of thumb, on either checklist,
you should be able to confidently check
#FHtrends
Taking these few simple steps to assess the
situation before diving in will do two things:
#FHtrends
Taking these few simple steps to assess the
situation before diving in will do two things:
Minimize the risk
#FHtrends
Taking these few simple steps to assess the
situation before diving in will do two things:
Minimize the risk
and
Ensure you belong in the space.
#FHtrends
In other words, it will keep you from leaping
into a tank of sharks, who will gobble you up
like a piece of pizza.
#FHtrends
(They don’t even care if the pizza is green.)
#FHtrends
Think before you leap...
#FHtrends
So that the leap you take,
#FHtrends
is a leap of confidence.
#FHtrends
Thank you.
FH Texas Planning & Insights
#FHtrends
Let’s connect.
Ryan Smith Abby Graves
@ryanpaulsmith [email protected]
@ajgraves920 [email protected]
#FHtrends