Page 404 - Social Media Marketing for Dummies

the most-talked-about thing on that day, you’d use that cultural event to start
conversations across Twitter, Facebook, Instagram, and other social channels
with your key consumers. Because you can target different consumers by location
on Facebook, you would probably target specific conversation types for the fans of
each team.

This is a real-time response. You’re joining popular online conversations that
matter to specific customers of yours in specific locations in an extremely timely,
culturally relevant fashion. They’re all built off real-time insights in ways that
add value to the conversation. The critical difference between real-time response
and traditional SMM is that instead of depending on a predefined calendar for
your communications, you’re responding to real-time insights and happenings in
the real world.

Real-time “on the fly”

With easy-to-use platform tools such as InstaStories and Snapchat, you can create
real-time content on the fly that disappears after 24 hours. This type of content
can capture the excitement of events and product announcements with the click
of the record button. You can create behind-the-scenes moments and capture
people’s responses as they happen.

See more about using Instagram and Snapchat in Chapters 12 and 13, respectively.

Real-time co-creation

The next concept in the real-time marketing framework is real-time co-creation.
There’s no use doing real-time insights or real-time response, or even creating
compelling content, if it doesn’t have a real-time co-creation dimension to it.
Real-time co-creation is all about bringing consumer feedback into the marketing
process. Co-creation is an iterative process that improves content by exposing it
to feedback and revision by both customers and the company.

This is extremely important with real-time marketing. You’re doing so much so
quickly that you can easily miss the right vibe and cause your brand irreparable
harm in your rush to get something out. The only way to mitigate that possible
harm is with real-time co-creation efforts. Real-time co-creation efforts can be
done in a variety of different ways. The following are some options:

» Digital ad creative testing: If you’re running paid digital advertising on
Google or a platform like Facebook or Twitter, you can optimize the creative
very quickly based on how well it performs. Often, in fact, the ad serving
system automatically optimizes the creative for you.

388 PART 5 Old Marketing Is New Again with SMM