Understanding Real-Time Marketing (by Spredfast) Маркетинг в режиме реального времени

1. Understanding
Real-Time Marketing
Oreo and the Super Bowl. Snickers and Luis Suarez' World Cup bite. By
now you have probably read about brands winning big with real-time
marketing (RTM) during major events. But real time happens every day, and
any brand can succeed with RTM. Learn more about this social marketing
strategy and how your brand can incorporate it into your playbook.

2. Understanding Real-Time Marketing
2
Real-time marketing is the practice of actively engaging in social media
conversations around a current topic, trend, or event. It’s about a brand
contributing contextually relevant content to the conversation, while it’s
happening.
RTM is a natural reflection of how social itself has evolved. Marketers
have had to change the way they engage on social, because audience
expectations have changed. In fact, social practitioners across multiple
industries—including established corporations like Volkswagen, Visa®
,
Honda, and Nissan—have incorporated RTM into their strategic plans.
When you deliver the right message in the right place at the right moment,
real-time marketing can be a powerful tool for achieving your social goals
as well as your overall marketing objectives. In other words, RTM works
really, really well.
RTM isn’t an audience reacting to a brand, it’s a
brand reacting to its audience.
More than 3x as many
major brands have
adopted RTM this year.
According to Spredfast Research2013 2014
260%
RTMAdopters

3. Understanding Real-Time Marketing
3
Major sporting events and awards
shows attract marketers for good
reason. Thousands of people are
paying attention at the same time,
and many of those people are on
social media, talking about the
event as it unfolds.
However, a good deal of social
conversation takes place around
smaller media-driven events, such
as TV premieres and finales, as well
as less well-known holidays and
other interesting occasions. Some
topics even trend spontaneously
and become social events in their
own rights. All of these can be
tremendous RTM opportunities.
Want proof? Let’s look at pop star
Beyoncé’s birthday, which trended
on Twitter across the United States.
Multiple brands participated in
the social conversations and
celebrations, contributing timely
and relevant content in many
different ways.
RTM can happen anytime,
not just during big events.
// Is it too late to change
our name to "BestBey"
for the day? #BeyDay //
In this one Tweet, Best Buy earned 2,402% more
retweets than its average and 1,558% more favorites.
Best Buy
@BestBuy
// Happy birthday
to the ever-so-
smashing @Beyonce!
#HappyBirthdayBeyonce
#BeyDay //
Ticketmaster used an animated GIF to celebrate
Beyoncé, generating a 2,893% increase in retweets and
a 1,039% bump in favorites.
Ticketmaster
@Ticketmaster

4. Understanding Real-Time Marketing
4
// #RISEandGRIND Happy
Birthday to the QUEEN.
It's a national holiday
#BeyDay //
Pop-culture site GlobalGrind.com bowed down to the
Queen on her birthday and garnered a regal 857%
increase over its average retweet rate.
Global Grind
@GlobalGrind
// "Do what you were born
to do. You just have to
trust yourself." - @beyonce
#HappyBirthdayBeyonce
#BeyDay //
Free People’s #BeyDay Tweet — a simple Beyoncé
quote — earned a 386% increase over the brand’s
average retweet rate.
Free People
@FreePeople
According to Spredfast research,
ten big brands joined the #BeyDay
conversation—including Best
Buy, Ticketmaster, Global Grind,
and Free People. The majority of
these birthday Tweets succeeded
quite impressively, significantly
outperforming each brand's
average engagement and sharing
numbers.
In fact, nine out of ten brand
Tweets received increased
retweets, by an average of 842%.
Eight of out ten brand Tweets
earned increased favorites, by an
average of 361%.
Each brand generated real results
from RTM around a relatively small
occasion that nevertheless had
strong social appeal.

5. Understanding Real-Time Marketing
5
You probably already plan and
publish "real-time" content around
foreseeable occasions—such as
holidays, company milestones, or
pop-culture events. But your social
community is also talking about
a huge number of daily or even
momentary topics and memes.
As these social trends spread
rapidly and build a momentum
of their own, they create valuable
moments to market.
Real time happens every
single moment.
// Obligatory weather app
pic. //
Wendy’s® linked the brand’s hot sandwiches to the
“Polar Vortex” meme with great success, earning 2,310
retweets and 3,564 favorites.
Wendy's
@Wendys
// Polar Vortex just sounds like a
sequel to Sharknado //
“Polar Vortex” trended on social for about a week
during a nationwide cold snap. Comedy Central won
big by injecting humor into the conversation.
Comedy Central
@ComedyCentral
To uncover these opportunities,
your social team has to stay on
top of what’s happening across
social—especially the trends and
topics that are most relevant to
your audience. Then, you can
join the right conversations with
relevant content, right when they
are happening.

6. Understanding Real-Time Marketing
6
From the outside, real-time
marketing looks spontaneous.
Behind the scenes, a carefully
planned, data-driven approach is
actually the best way to protect
your brand, minimize risk, and
maximize results. Follow what’s
trending across social and use
active listening to understand the
context around hot topics. Use
social data to understand what
your audience really cares about,
not just what’s trending.
Success is a blend of smart
analytics and great creative.
// Mobile ready
pants. Big enough for
your new iPhone, a
baby Kangaroo, your
imagination! Only at
Zappos. zapwow.me/
DDnk #iphone #apple //
Zappos’ iPhone-related Tweet was perfectly in line with
the brand’s wacky, irreverent voice—and earned the
retailer a 685% boost over its average retweet rates
and a 160% bump in favorites.
Zappos
@Zappos
As with any new marketing
initiative or strategy, it’s critical
to establish clear goals from
the outset and select metrics
to measure against, so you can
improve over time.
That isn’t to say that data is
everything. It takes creative skill to
come up with fresh content ideas
that align with what your brand
represents and what the data is
telling you. Each brand can and
should bring its own unique voice
to the conversation.
// Bigger screen. Better
performance. Elegant design.
Welcome to the party
#iPhone6. //
Smartphone maker HTC used a dignified tone to take
a jab at Apple, earning a 5,381% bump in retweets
and a 2,335% increase in favorites.
HTC
@HTC

7. Understanding Real-Time Marketing
7
// #MobilePayments in the
@MLB app will be possible
soon w/ #ApplePay
+ MasterCard. That's
Priceless! #AppleLive //
MasterCard went straightforward with its #AppleLive
Tweet, promoting its participation in mobile payments.
The result? A 2,563% bump in retweets and a 2,512%
improvement in favorites.
MasterCard
@MasterCard
*Retweet rate compared with the average retweet rate over each brand’s previous 3,200 Tweets
For example, according to
Spredfast research, 13 out of
15 brands that participated in
RTM during the Apple iPhone 6
and Apple Watch launch event
saw positive results—including
Chili’s, MasterCard®
, and HTC.
Taken together, these brands
experienced a roughly 1,300%
increase in retweets.*
The most successful brands
applied creativity while retaining
their overall brand voice and
messaging.
Chili’s and Zappos deployed
humor and whimsy, MasterCard
remained true to its overarching
campaign themes, and HTC took
a straightforward competitive
stance. Each one used RTM to
drive engagement and sharing in
ways that were brand-appropriate
as well as relevant.
// Giving you more options
in wristwear... Introducing
the iGuac, the future of
wearable fresh. //
Chili’s shared its own fresh take on the Apple Watch.
Fans ate up the humorous approach, as evidenced by
a major leap in retweets and favorites.
Chili's Grill & Bar
@Chilis

8. You can do this. Spredfast can help.
Succeeding with real-time marketing looks different for every brand. During
major media, entertainment, and sporting events, there are multiple RTM
success stories. Some brands make a big splash and are celebrated in the news,
but many more also generate real business results with their RTM efforts.
You don’t have to achieve Everest-like heights with every post. Consistent,
day-to-day wins can add up to tremendous impact. Measure your RTM efforts
against your unique goals, not against everybody else on social.
At Spredfast, we have the expertise and solutions to help you take advantage of
even more moments to market—wherever and whenever they occur. Let’s get
started. Contact info@spredfast.com today.
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Understanding Real-Time Marketing