In today’s 24/7 media cycle, there is a constant stream of events happening. Add to the equation the rapidly growing number of social platforms and you’ve got a recipe for successful real time marketing.
What exactly is real time marketing?
Definitions may vary, however a practical one for use in this article would be; the efforts of a media professional to apply their brand relevancy to a current event. This concept can often be present during major sporting events, TV shows, or business conferences.
The first step in any successful real time marketing effort is to react. It’s important to have staff resources available to jump into a conversation at a moments notice. However, it is not necessarily required to set up a massive operations center. Imagine if you just had one or two seasoned employees who were tuned into major happenings in the news, sports and business industries, who could quickly react to a popular event on Twitter, maybe a post on Facebook, or sharing an article on LinkedIn.
When an event becomes a trending topic, say on Twitter, there is a huge opportunity to respond to people who mention your brand’s category. For example, if you’re watching NASCAR and a Ford wins the race, it would be great to create a post centered on the power and efficiency a Ford provides. Look to @ mention the winning driver, car sponsor, or racetrack with the race hashtag. Also consider retweeting (sharing a particular tweet with your followers) other fans updates. This will help apply your dealership brand to a current event.
Probably one of the most important things you can do when participating in a real time marketing conversation is to say “thank you”. If someone retweet’s one of your own tweets, shares a post on Facebook or LinkedIn, take a moment to recognize that action. People have a choice in who they follow on social platforms, and who they support with their social capital. Take time to invest in a real time marketing strategy, and you’ll see returns that continue far past the actual event.