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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.

CHAPTER 27 Using Real-Time Marketing 391