Real Time Marketing & Social Media
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REAL-TIMEMARKETING &SOCIAL MEDIA
Film 240 Madison Thakore
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" The growing effort by advertisers to take part
in more conversations as they happen, in
forums such as Facebook and Twitter, without
seeming forced, overly corporate or out-of-
touch." (1)
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Real-TimeMarketing
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HOW DO COMPANIES USEREAL-TIME MARKETING
TO CAPITALIZE ONSOCIAL MEDIA TRENDS?
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88 PERCENTof companies' marketing teams
now use social media for
advertising and promotional
purposes. (2)
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& CONSUMERSTHEMSELVES SPEND A
MAJORITY OF THEIRINTERNET USAGE ONSOCIAL MEDIA... (3)
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SOCIAL MEDIA PROVIDES COMPANIES WITHA GREATER OPPORTUNITY TO CONNECT
WITH POTENTIAL CONSUMERS
Marketers now have "multiple, mobile channels to
reach consumers within the very contexts in which
they make decisions, thereby creating direct, two-
way personal communication channels." (4)
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How Real-Time Marketing on SocialMedia Applications Works (6)
Trending Topic Appears onTwitter or Facebook
Consumers Interactwith the Trend
Companies Interactwith the Trend
Companies Interactwith Consumers
through the Trend
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CONSTANT MEETINGSENSURE COMPANIES
CAN IDENTIFYTHEMSELVES WITHTHOSE TRENDS...
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However, Deanna Zaucha notes that itisn't necessarily about which company
tweets first, but rather, which companies are able to create a tweet that engages with
the audience the best. (7)
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SO..."REAL-TIME MARKETING
DOES NOT REQUIRE AWAR ROOM." (8)
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INSTEAD, REAL-TIME MARKETING
REQUIRESCOMPANIES TOCOME UP WITHCONTENT THATBEST CONNECTSWITH BOTH THE
TREND ANDCONSUMERS.
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Companies capitalize onmarketing opportunitiesthrough trending topics
on social media. They can become involved in online
conversations, opening companies' brands to a larger audience on a greater scale.
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"Keeping up on allthe latest trends and being fluent in the
language of real-timeconversations
[provides]... a seat at the table for allbrand-related
decisions."(9)
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Increased engagement on socialmedia sites, such as Twitter andFacebook... (10)Lesser need to attract attention tothe company's brand, as consumersare already focused on the trend... (11)"Huge audience... at relatively lowcost..." (12)
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BENEFITS OFREAL -TIMEMARKETING
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There are many examplesof ways real-time
marketing through socialmedia has benefitted real
companies...
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Oreo tweeted"Power out? No problem.You can still dunk in the
dark."
This took place during theSuper Bowl blackout of
2013, a trending topic ontwitter at the time.
(13)
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10,000 RETWEETS& 5,000 SHARES
In just the first hour of the tweet being sent out by Oreo. (14)
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"THE OREO CASE ISIMPORTANT BECAUSE IT
SPEAKS TO A SHIFT INADVERTISING ITSELF, AND IN
THE FUNDAMENTAL WAYTHAT COMPANIES THINKABOUT HOW TO REACH
CONSUMERS." (15)
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OREO IS AN EXAMPLEOF JUST ONE COMPANY,THROUGH THE USE OFTWITTER, THAT HASCAPITALIZED ON ASOCIAL MEDIA TREND.
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Real-time marketing, through
the growth of social media, has
become an influential and
growing trend in companies. (16)
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"SOCIAL NETWORKSARE NOT ONLYANOTHER NEWPLATFORM TO
COMMUNICATE ON,THEY ARE A NEW WAYOF COMMUNICATINGWITH... CONSUMERS."
(17)
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"THE MARKET IS VERY FOCUSED ON THENOW OF REAL-TIME IN SOCIAL MEDIA." (18)
COMPANIES USE SOCIAL MEDIA SITES,ESPECIALLY TWITTER, TO ENGAGE WITH A
GREATER NUMBER OF CONSUMERS ONCURRENT, TRENDING TOPICS.
So, how do companies use real-time marketing to capitalize on social media trends?
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Companies nowincorporate real-timemarketing strategies,through the likes of
social media, to promotebrand awareness and
recognizability.
MARKETING IS NOLONGER JUST ABOUT
STRATEGIZING AHEAD...REAL-TIME MARKETINGAND SOCIAL MEDIA AREALL ABOUT THE HERE &
NOW.
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WORKS CITED
Bernhardt, Jay M., Darren Mays and Amanda K. Hall. “Social marketing at the right place and right time with new media.” Journal of Social Marketing 2 (2012): 130-137.
Chatterjee, Sreejata. “8 Top Social Media Experts Weigh In On Real-Time Marketing.” LeadSift, September 2, 2015. Accessed October 15, 2016. http://leadsift.com/8-top-social-mediaexpertsweigh-in-on-real-time-marketing/.
Dupre, Elyse and Al Urbanski. “Under the influence (and so over).” DM News 35 (2013): 20-24.
Krashinsky, Susan. “Super Bowl advertising won’t wait for commercial breaks.” The Globe and Mail, January 30, 2014. Accessed October 14, 2016. http://www.theglobeandmail.com/report-on business/industry-news/marketing/super-bowl-advertising-wont-wait-for- commercial-breaks/article16614167/.
Macy, Beverly and Teri Thompson. The Power of Real-Time Social Media Marketing. New York: McGraw-Hill Professional Publishing, 2010.
Ott, Larissa and Petra Theunissen. “Reputations at risk: Engagement during social media crises.” Public Relations Review 41 (2015): 97-102.
Řežab, Jan. “Social Media Marketing and Brands’ Social Media Behaviour.” Central European Business Review 1 (2012): 49.
Schiff, Allison. “Oreo is one smart cookie.” DM News 36 (2014): 22-25.
Schulze, Christian, Lisa Schöler and Bernd Skiera. “Customizing Social Media Marketing.” MITSloan Management Review 56 (2015): 7-10.
Wheaton, Ken. “It’s about time to get real about real-time marketing.” Advertising Age 23 (2013): 1.
Whiting, Anita and David Williams. “Why people use social media: a uses and gratification approach.” Qualitative Market Research: An International Journal 16 (2013): 362-369. Zaucha, Deanna. “Five Facts about Real-Time Marketing and Social Media.” Pagemodo, June 16, 2015. Accessed October 14, 2016. http://www.pagemodo.com/blog/real-time marketing-5-facts/.
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WORKS CITED
1. Susan Krashinsky, “Super Bowl advertising won’t wait for commercial breaks,” The Globe and Mail, January 30, 2014. AccessedOctober 14, 2016, http://www.theglobeandmail.com/report-on business/industry-news/marketing/super-bowl-advertising-wont-wait-for-commercial-breaks/article16614167/. 2. Anita Whiting and David Williams, “Why people use social media: a uses and gratification approach,” Qualitative Market Research:An International Journal 16 (2013): 362,3. Ott, Larissa Ott and Petra Theunissen, “Reputations at risk: Engagement during social media crises,” Public Relations Review 41 (2015):97. 4. Jay M. Bernhardt, Darren Mays and Amanda K. Hall. “Social marketing at the right place and right time with new media,” Journalof Social Marketing 2 (2012): 131. 5. Deanna Zaucha, “Five Facts about Real-Time Marketing and Social Media.” Pagemodo, June 16, 2015. Accessed October 14,2016, http://www.pagemodo.com/blog/real-time marketing-5-facts/. 6. Zaucha, "Five Facts about Real-Time Marketing."7. Zaucha, "Five Facts about Real-Time Marketing."8. Beverly Macy and Teri Thompson. The Power of Real-Time Social Media Marketing (New York: McGraw-Hill Professional Publishing,2010) 54.9. Christian Schulze, Lisa Schöler and Bernd Skiera, “Customizing Social Media Marketing,” MITSloan Management Review 56 (2015): 9. 10. Schulze, Schöner and Skiern, "Customizing Social Media Marketing," 8. 11. Schulze, Schöler and Skiera, “Customizing Social Media Marketing,” 10. 12. Krashinsky, "Super Bowl advertising."13. Elyse Dupre and Al Urbanski, “Under the influence (and so over),” DM News 35 (2013): 20.14. Krashinsky, "Super Bowl advertising."15. Macy and Thompson, The Power of Real-Time Social Media Marketing, 18. 16. Jan Řežab, “Social Media Marketing and Brands’ Social Media Behaviour,” Central European Business Review 1 (2012): 49.17. Macy and Thompson, The Power of Real-Time Social Media Marketing, 221.
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IMAGES
The images are all creative commons licensed and appear in the order they do in the flip book.
1. Mariana Gama -https://www.flickr.com/photos/olhamaria/4762113930/in/2. Kostya Sasquatch -https://www.flickr.com/photos/take-care/10991311223/in/
3. Jason Howie -https://www.flickr.com/photos/jasonahowie/8583949219/in/4. Victor Hanacek -https://picjumbo.com/woman-checking-the-time-on-her-fashion-watches/
5. WOCInTech Chat -https://www.flickr.com/photos/wocintechchat/25392653883/in/6. Mo Riza -https://www.flickr.com/photos/moriza/1867122097/in/
7. Kempton -https://www.flickr.com/photos/k-ideas/8446992324/in/8. Esther Vargas- https://www.flickr.com/photos/esthervargasc/8346162027/in/
9. CAFNR -https://www.flickr.com/photos/cafnr/14267599480/in/