Real time marketing through Twitter has started to surface as a leading contender for social media marketing. Recently, the Academy Awards shut down the website after Ellen live-tweeted a “selfie” of A-list actors. While some traditional marketers may dispute the relevance of real time marketing, recent events such as the Oscar selfie and JC Penny’s “drunk” tweeting during the Superbowl have proved just how much attention Twitter can garner.
It has also been argued that creating responses such as Oreo’s “You can still dunk in the dark,” is not something companies can plan which supports the idea that real time marketing isn’t effective. However, in the article Real time marketing means: Be human, Twitter UK marketing director Bruce Daisley states, “marketers can plan for real time marketing…one cannot plan what exactly can happen during an event of public interest, but that ‘you can build your capabilities and your real time mindset to try to take advantage of them happening.’” The article further states that to excel at this form of marketing, brands need to act like humans on social media. This means that brands need to work make an effort to give themselves personality and interact on social media as if they were real people. Giving a brand a personality and having it interact with consumer’s online allow it to become humanized.
During a conference at South by Southwest, Huge community manager and the social media voice of Cap’n Crunch, Andrew Cunningham, discussed how he keeps the Cap’n relevant and up to date in the 21st century. Cunningham says he keeps him popular in the Twitter sphere by “making sure that people want him to be there, he’s not just interrupting what’s going on in the real world.” Personally, I think the Cap’n Crunch account does a great job of humanizing their image as well as cultivating the brand. The Cap’n’s Twitter account bio reads “Adventurer, breakfast connoisseur, raconteur. Host of The Cap’n Crunch Show.” As well as interacting with other’s on Twitter through responses and retweets, Cap’n Crunch also hosts a Youtube channel and maintains a Facebook page.
Personally, I think real time marketing is going to be one of the dominant medias for the upcoming generation. Millennials have strayed from conventional forms of entertainment such as television and even prominent websites like Facebook. This crowd is drawn to sites such as Twitter and applications like Instagram, where everything is done in real time. Therefore, companies have to learn to maintain relevance through creating Twitter personalities and grabbing user’s attention by interacting. From personal experiences, I’m more drawn to companies that humanize their brand and work to create a relatable account.
- Tejada, J. A Lesson in Real-Time Marketing from SXSW: A few notes from the Cap’n. Ad Week. Retrieved March 11, 2014, from http://www.adweek.com/news/technology/lesson-real-time-marketing-sxsw-156244
- Eksteen, L. Real time marketing means: Be human. The Media Online. Retrieved March 11, 2014, from http://themediaonline.co.za/2014/03/real-time-marketing-means-be-human/
- Hardawar, D. Ellen’s Oscar selfie now the most retweeted post ever – a huge win for Samsung. VB News. Retrieved March 11, 2014, from http://venturebeat.com/2014/03/02/ellens-oscar-selfie-now-the-most-retweeted-post-ever-a-huge-win-for-samsung/