Let’s take ourselves back to this year’s Super Bowl, perhaps the biggest night in sports (and marketing) all year. What comes to mind? Sure, there was Beyonce’s halftime performance, but there was also that pesky power outage that delayed the game for 34 minutes.
In a moment like this, with social media going wild, an opportunity presented itself. Viewers across America had nothing to do but scour social media to find any bit of news about what caused the power outage or when it might be fixed (Beyonce did it?!).
Oreo decided to take advantage of this opportunity and tweet a picture relevant to the current black-out situation. They struck Twitter gold.
This moment became a new standard for companies in marketing to consumers in real time. Six months later, many are still trying to recreate this moment of genius. How do you get to that moment? Here are three tips shared by Keith Messick, VP of marketing at Topsy, in a recent article:
- Start slow: Success like this does not magically happen; you can not sit around waiting for the one golden opportunity. Start with small-scale real-time marketing campaigns. Prep your audience so they begin expecting real-time communications from you.
- Identify relevant topics: Research trending topics; find out what people are talking about. This can help you gain some popularity and get people interested in your brand. For example, if you are a soft drink company and you notice a lot of people are tweeting about the heat outside, you could use that conversation’s hash tag to share tips for cooling off (including drinking your chilled beverage, of course!).
- Think on your feet: Engaging with people on social media as they are posting is a great way to start generating your content. If people are tweeting about an upcoming sporting event, put out polls asking for people’s opinion on the teams. Joining in on their conversations can generate a lot of feedback and engagement.