Ten steps to marketing in the moment + graphic

Friday, 30 May 2014

With the World Cup fast approaching, a Twitter Live Studio can help brands market in the moment, and become a meaningful part of an audience’s interests and passions.

To help brands with that task we’ve created a “Ten Steps to Marketing in the Moment.” The guide comprises a series of simple steps, and begins by asking the question: “what do you want to achieve by marketing in the moment?”

Whether it is the Glastonbury Festival, Wimbledon or an England World Cup match, many moments can be planned in advance. To help brands identify some of those events we recently launched the #OwnTheMoment planner. The planner is packed with tips and suggestions to enable brands to make the most of any occasion on Twitter.

Marketing in the moment is one powerful strategy around big, live events, and below we examine that in detail and offer our 10 steps to making that happen and creating your own Twitter Live Studio.

The first step is to identify your relevant live moments. Choose one that offers the best chance of success whilst remaining relevant to your brand. We saw that recently with Jaffa Cakes and the new £1 coin, with @adidasUK and the Champion’s League and @innocentdrinks and the #VMLondonMarathon. There have been many other great examples that show how brands can achieve markedly improved engagement and results by taking advantage of live moments.

With the objective agreed and moment chosen, think about the all-important content, the message and the images that have the power to engage consumers and win new followers. Part and parcel of this process is putting in place the organisation needed to make that happen. This includes the planning of partners and agreeing the necessary budgets in place.

For Shea Warnes (@SheaWarnes), social strategist at BBH London (@bbhlondon), that means focusing on creating the right environment to get the best result.

Overall planning for the moment for us is about creating the right environment, process and framework in which we can react as quickly as possible. It is about having speed of operation while maintaining that same quality of execution.

@SheaWarnes, @bbhlondon

That’s what Starcom Mediavest Group put in place for the Capital One Cup final, with its take on a Twitter Live Studio, to ensure its brand stayed relevant on the day and was involved in the right conversations.

Having a Twitter Command Centre at the main event really helped to tap the true power of real time marketing on a platform, says Renuke Samarasinghe (@Renuke), digital account manager, at Starcom MediaVest Group (@SMG_London).

“Being real time is key and on a day that the audience engagement with our event was at its peak. This helped us get our brand in front of relevant content and users in real time,” says Samarasinghe.

A crucial part of getting it right is having the right team in place and not just the usual players, says Ogilvy’s social media director James Whatley (@Whatleydude).

“You’re dealing with a lot of different areas with big night launches, you need client, agency, creative, design, community manager, media buyer, and sometimes even legal too,” says Whatley.

What cannot be underestimated in all of this is the ability of a Live Studio to offer the chance to act fast.

Jerry Daykin (@jdaykin), global digital director at Mondelez, says: “For big moments like The Brits having a small group of key stakeholders in one room really gives you the power to act fast, and seize any opportunities which may come up.”

It is a point that Warnes echoes. He urges brands to get as much done in advance as possible. He emphasises the need to create and sign off content in order to allow brands to move quickly once the moment has happened. He points to Adidas’ reactive Tweet for Andy Murray winning Sports Personality of the Year as a perfect example of this.

If you want to truly market in the moment, follow our 10 step guide to creating a Twitter Live Studio for your brand.

Ten steps to marketing in the moment + graphic