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» Make paid, owned, and social media work together.
                                 The best forms of real-time engagement are the ones that use the reach of
                                 paid media, harmoniously coupled with the deep engagement of social and
                                 owned media.
                                  » Make sure to think about mobile.
                                 With the majority of Facebook, Instagram, and Twitter usage happening on
                                 mobile platforms, planning engagement on these platforms is very important.
                                 Engage your audience with real-world scavenger hunts, tips at special
                                 locations, and physical-world reward systems. See Chapter 23 for more about
                                 mobile campaigns.

                                  » Partner with media companies that practice real-time marketing.
                                 Some media talk to consumers every single day through television and the
                                 Internet. You can partner with them to find ways to engage with consumers
                                 on a daily basis.
                                  » Harness Twitter Trends for You to engage in real time.
                                 Nothing is stopping you from participating in conversations that are trending
                                 on Twitter. Determine meaningful ways to join and contribute to those
                                 conversations, and use promoted tweets to strategically amplify your own
                                 engagement efforts.



              Organizing for Real-Time Marketing



                             Practicing  real-time marketing  successfully  requires  an interdisciplinary  team
                             coming together and partnering extremely closely. Just because you need to move
                             really quickly doesn’t mean that you shouldn’t do so in a very collaborative, inclu-
                             sive fashion.

                             In large companies, real-time marketing teams typically include representatives
                             from brand strategy, social media marketing, legal, media, public relations, and
                             consumer relations functions. In small companies, the SMM team typically carries
                             the responsibilities for real-time marketing and operates with predefined guide-
                             lines and processes.

                             The most challenging piece of real-time marketing is knowing which consumer
                             trends to market against and which ones to avoid. Some trends will no doubt be
                             much more relevant to your brand and your specific consumers than others. How-
                             ever, discovering which those are comes only in time, by testing and viewing the
                             responses.


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