Tag Archives: Social Media

Real-Time Marketing: Explained with Examples

Staying relevant has always been a challenge. Everyday, customers get bombarded by hundreds of ads and it’s up for us, advertisers, to up the game and standout. 

How about riding on the current trending topic and playing around it? Since people are talking about it, why not use it?

Undeniably, Real-Time Marketing (RTM) is one of the best ways to channel the attention of the people directly to your brand. It can be used to increase the traffic of your website or the sales of your products. 

What is Real-Time Marketing (RTM)?

Real-Time Marketing, also known as “on-the-fly” marketing, is a strategy that has reached its popularity in these modern times with the help of social media. 

It is usually bold, loud, and attention-grabbing. It doesn’t require fancy technology, extensive planning or complex automation. All you need is some timing

Basically, you’ll just utilize any current event to market your products or services. 

By taking advantage of current events and fads, you’ll get the chance of having your products in front of an actively engaging audience.  

Why Is Real-Time Marketing Useful?

People these days want to be a part of the current trends. When they see a lot of people are talking about something, they get the urge to engage and relate – which is what the real-time marketers take advantage of.

For a brand to stand out, relating to the current situation is a go to. 

Top Examples of Real-Time Marketing

Several big brands use the real-time marketing strategy. However, only a few brands get it right.

Oreo Cookie

Who doesn’t know Oreo cookies? 

Oreo isn’t only known for its slogan – ‘Twist, Lick, Dunk’, it also gained its popularity in making creative ads.

During Super Bowl 2013, New Orleans faced a massive power out. And the marketing team of Oreo used the opportunity to promote on their Twitter feed. 

They tweeted a photo of an Oreo cookie in the dark with the copy, “You can still dunk in the dark”, with the caption, “Power out? No problem”. 

Oreo Super Bowl

Arby’s

During the 2014 Grammy’s, singer Pharrell Williams wore a hat which is somehow the same with the logo of the popular restaurant chain, Arby’s. 

Arby’s tweeted the singer saying “Hey @Pharell, can we have our hat back? #GRAMMYs”. 

It was an instant hit among the Twitter users who retweeted for over 81,410 times! Using the hashtag even helped in reaching more people!

Arbys

Angkas

Angkas is a riding and delivery app that caters in the Philippines. They are notorious when it comes to RTM.

During the pandemic, most people were devastated because of the situation where no one is allowed to go out. 

An unexpected scene was captured by a netizen where an Ostrich is seen running along a residential area in the metro. An Angkas rider was also seen in the video. 

Few hours later, the marketing team of Angkas posted a promo code – “Ostrich” on their Twitter and Facebook page.

The company got a lot of praise by being fast and utilizing the situation.

GrabFood

Another food delivery app in the Philippines – Grab Food uses RTM. 

A video went viral where a government official is seen explaining to Grabfood and other food delivery riders that Porridge or Lugaw, is not an essential need. 

The post gained millions of views and received a lot of comments and reactions from netizens in a snap. 

The day after, GrabFood posted on their Facebook page a promo code ‘LugawisEssential’.

ASOS

The fashion brand – ASOS, accidentally printed 17,000 bags with a typo error.  After receiving a few tweets from customers who have received them, they were quick to point out the mistake and poke a little fun at themselves on Twitter. 

They tweeted, “Ok, so we *may* have just printed 17,000 bags with a typo. We’re calling it a limited edition.”

asos real time marketing

They showed a brave and brilliant move in acknowledging the mistake and took ownership of it, turning it into thousands of dollars’ worth of free publicity. 

Final Thoughts

Real-Time Marketing can make or break your brand. Choose the perfect trend to ride on and make sure to make it humorous to appeal! 

Do you know any other brands that use RTM? Share with me!

WHY & HOW Brands Need To Prioritize Social Media Response

Let’s say you’re in a group discussion. You actively share your thoughts and opinions but no one acknowledges you. How does that make you feel? You maybe feel stupid for trying to participate. No matter how you feel, it creates a negative association with the host, co-attendees, and event.

The same goes to how your customers feel when they leave a comment on your social media platforms without being acknowledged. Whether or not you respond, how you respond, and how fast you respond, all go into your customer’s experience in engaging with your brand. And it leaves an impression – good or bad.

So, to ensure to a positive impression, learn why brands need to prioritize social media response:

1. Customers Are Shifting To Social Media For Support

Quicker than email and phone call, there are plenty of reasons why consumers prefer social media as a support channel. Although phone and email might be seen as major channels, the boom of social media questions isn’t going away.

Photo by Tracy Le Blanc on Pexels.com

2. Fast Social Media Response Results To More Loyal Customers 

Salesforce, reports that:

  • 80% of consumers prefers to stay loyal to a brand that replies in an instant.
  • 71% highlights the importance of 24/7 customer care as their main influence on loyalty.

Recent research from Gartner notes that customers are significantly more likely to stick with a brand long-term when their service expectations are met. And, repeat customers and brand advocates are here to stay as long as their queries and concerns are being attended to. 

When a customer calls you out on social media, all eyes are on you. How you handle a customer complaint and how quick you respond can turn a negative comment into a positive social media feed. These types of interactions can actually help you earn more loyal customers and even attract new customers.

In addition, being active on social media can establish you as the go-to expert in your niche that will lead people in to your page.

Photo by Tim Douglas on Pexels.com

3. Fast Replies Give Competitive Advantage

In relation to the previous point, by quickly responding to social media queries can keep customers from bouncing to competitors’ page.

Photo by Pixabay on Pexels.com

4. Social Media Comments Can Improve Products/Services

Listening to what your customers have to say via social media is essential. And sometimes the comments can help you identify gaps in your product and service, which you may have not otherwise noticed.

Did you know that the Netflix ‘n Chilled flavor of Ben & Jerry’s Ice Cream is a product of social media comments and mentions?

Ben and Jerry’s spends a huge chunk of its marketing budget on social media advertisements to promote their ice creams. Following common sense, they allocate more budget during the summer season when it’s sunny and hot. 

All had been running smoothly until a snowstorm hit New York City. They decreased the ad budget assuming the last thing people want during cold weather is a cold dessert.

Upon checking the ad’s performance in New York, click-through-rates jumped up and sales figures came through.

The company checked Twitter and Instagram and noticed there was an uptick during poor weather, particularly when it was rainy. It turned out that when rain forced people to stay in watching films, TV, or Netflix, they wanted ice cream to go with it. 

This opened up a whole new area for Ben and Jerry’s to target. Now, they would look for rain in the forecasts, as well as sun, and adjust their marketing plans accordingly.

They even went a step further and created a flavour just for this purpose: Netflix & Chill’d.

5. Consistent and Professional Responses Gets Positive Reactions

When responding to social media comments, maintain a professional approach, and retain a style of writing that is in line with your brand’s overall persona. The aim should be to sound personable and approachable while resolving issues or answering questions.

If you use humor, emojis and GIF’s in your social media responses, ensure that you are still addressing the concerns. If you don’t have a quick resolution or answer, acknowledge that you have noted the customer’s comment and you will get back to them within a specific timeframe. 

Photo by Andres Ayrton on Pexels.com

Now that you know why you need to reply as soon as possible to social media messages and comments, here are the ways how to speed up:

1. Use Automated Replies

When it comes to social questions and comments, chances are you have your “usual suspects.”

If you are an airline company, expect that you will receive a lot of questions about rebooking or cancellation.

Having automated and suggested replies are handy. It can help you take care of such questions without having to write them out manually. The idea is to respond as soon as possible with the correct information. 

Not only is it a massive time-saver, but also, maintain accuracy around key messages like brand voice, while freeing up more time and bandwidth for your social team to add the personal touch to consumer care.

Don’t forget to template your response well and make sure it still looks personalized.

Photo by Cristian Dina on Pexels.com

2. Strategize How To Answer Negative Comments

It may be your least thing to do but nonetheless, you have to answer them or else your customer will overpower you.

To respond to them effectively, work with your team to develop standard responses that are both helpful and neutral.

If a customer has a more complex issue that requires multiple back-and-forth messages or exchanging personal information, request to move the conversation to a DM. In this way, you can protect your company from the bad perception you current and future shoppers might have.

Photo by cottonbro on Pexels.com

3. Prioritize Based On Urgency

Pick your battles.

We all know that not all messages are sent to our page nor negative comments posted on your page. Some customers choose to post their sentiments on their own Facebook or Twitter pages. And this should be prioritized because this will impact your reputation on people who are friends or follow them.

Response time is critical when dealing with a potential social media crisis such as an outage or offensive post that’s gone viral.

Photo by Andres Ayrton on Pexels.com

Customer Expectations for Social Media Response Time

The faster you respond to your customers and followers, the better.

Social media platforms provide the power to connect with your customers in real time, and even though you can give excellent support through contact centers, emails, and chatbots, you still need to be responsive on social media, where most of your customers are.

  • 79% of customers expect a response within 24 hours
  • 63% of social media complaints are responded to within 24 hours
  • Only 32% are happy with the company’s response time

When you ignore the negative comments or complaints, you allow customer dominance. And so, by responding, you maintain the power over the situation and can ease the minds of other easily-influenced shoppers.

Just learn to find the balance between appropriate response and maximum response time.

Read below to better understand how costumers interact with brands on social media platforms – Facebook, Twitter, and Instagram.

1. Facebook

71% of social media complaints are delivered through Facebook

Companies’ average response time on Facebook is 1 hour 56 minutes. While most customers want a response within 30 minutes – Millennials in particular, only 50% of businesses are meeting this expectation.

Facebook’s page response rate, tells users how responsive a page is with messages. If the average response time is less than five minutes for the past seven days, Facebook will put a badge on the page that reads “Very responsive to messages.” This is a sign to assure customers that they can trust the brand to attend to their queries.

Gen X is the most likely to use Facebook to communicate with brands (63%). Followed by Millennials (60%), Baby Boomers (58%), and Gen Z (47%).

Photo by Yan Krukov on Pexels.com

2. Twitter

17% of social media complaints come from Twitter

Faster than Facebook, companies reply on Twitter an average time of 33 minutes and 44 seconds. But have not met the 30 minutes response time frame that customers expect.

Twitter is a very immediate platform. Since it is typically viewed as more informal than Facebook, users expect companies to check tweets and reply as soon as possible. 

According to Khoros’ study, men are more likely to communicate with brands on Twitter than women. 81% have done so, compared to 68% of women. Men also have higher expectations for response time. 27% of men said they expect a response within an hour, even when it’s not a complaint, versus 22% of women.

Photo by Keira Burton on Pexels.com

3. Instagram

While Instagram users are the least likely to communicate with brands (34%), they also tend to have the highest expectations, especially when a complaint is involved, and expects a response within an hour.

It’s worth noting that 42% of Gen Z shoppers use Instagram to communicate with brands, versus only 33% non-Gen Z consumers.

Photo by Anna Shvets on Pexels.com

Why Does Social Media Response Time Matter?

The need to respond to social queries is a no-brainer. Nobody wants to purposely ignore customers.

There are bigger implications for increasing your average response time other than providing “good” customer service via social media.

Whether customers are becoming too self-entitled or simply lacks patience, one thing Is certain – when they ask questions, they want answers. Not tomorrow, but right now.

Social Listening: Ben & Jerry’s Ice Cream

Listen before you speak.

Have you ever wondered what customers think of your brand? What issues do they care about?

Social Listening has risen to so much fame because of its integral part in helping brands uncover ways of improvement. Marketers have been using their social channels to survey audience since forever and Social Listening is taking this surveyship to the next level.

What is Social Listening?

Social Listening is analyzing the conversations and trends happening on social media about the brand and industry, and using those insights to make better marketing decisions. 

It includes reading comments and looking for online content to check on customer sentiments. Sometimes, these sentiments are negative, but don’t fret, these are great guide for improvements.

To mention a few benefits, Social Listening helps structure future campaigns, improve content strategy and messaging, outperform competition, construct an effective influencer program and even build more impactful brand partnerships. In addition, it is a good medium to find out what the customers talk about and figure out a how to build brand presence and put yourself into the conversation.

It’s not an entirely new approach, brands have been trying to gauge the opinions of the public and their customers through surveys. And now that people are conversing online, it’s up for brands to cope up.

Social Monitoring vs. Social Listening

Monitoring tells you what, listening tells you why.

Social Monitoring merely keeps track of social media mentions and conversations. However, without the analysis and actionable responses, brands cannot sufficiently meet the needs of its customers. On the other hand, Social Listening finds root causes behind social conversations and implements long-term strategy changes.

Ben and Jerry

Social Listening comes in all shapes and sizes.

Ben and Jerry’s spends a huge chunk of its marketing budget on social media advertisements to promote their ice creams. Following the common sense, they allocate more budget during the summer season when it’s sunny and hot. 

All have been running smoothly until a snowstorm hit New York City. They decreased the ad budget assuming the last thing people want during cold weather is a cold dessert.

Upon checking the ad’s performance in New York, click-through-rates jumped up and sales figures came through.

The company checked Twitter and Instagram and noticed there was an uptick during poor weather, particularly when it was rainy. It turned out that when rain forced people to stay in watching films, TV, or Netflix, they wanted ice cream to go with it. 

This opened up a whole new area for Ben and Jerry’s to target. Now, they would look for rain in the forecasts, as well as sun, and adjust their marketing plans accordingly.

They even went a step further and created a flavour just for this purpose: Netflix & Chill’d.

This was all achieved with a very simple social listening approach, and it worked wonders for Ben and Jerry’s. 

All too often, we’re guessing, not listening. We’re making tactical moves, not strategic ones.

By listening to your audience, you can see a window into their candid thoughts and feelings, and gain important insights into their purchase behaviour.

WEBSITE VS SOCIAL MEDIA: Why Your Business Needs A Website

Have you ever asked, “Why do I need to spend on a website if I can just use social media to promote my business for FREE?”. Besides, more than half of the world’s population now uses social media.

Today, social media is the main platform for easy communication between brands and its audience, so, why are websites still relevant? 

1. Websites Build Trust And Credibility

Have you ever Googled a business and the only thing represents them is a Facebook page with 100 likes? What were your first thoughts? It’s skeptical, right?

A website adds credibility to a business as it shows seriousness of what they have to offer. In fact, customers today expect business owners to have an online presence. 

To add, a well designed, informative, and updated website gives a positive impression that the company is bigger and more successful, thus, it is more important for small businesses to have one.

2. Websites Own Its Audience Attention

On Instagram, you could have the best profile in the world but it’s rare that someone spends ten minutes on a single profile. Visitors might look at your first few photos, clicks ‘follow’, then interact when the algorithm places it in their feed. 

That’s not going to be a problem with a website.

If a good strategy is incorporated on the website, visitors will hang around for more than thirty seconds to half an hour. Long enough to read a few blog posts, and eventually, be convinced to sign up. 

Remember, no matter where visitors are on the site, they’re only consuming content related to the business.

3. Websites Are Better For SEO

Did you know that no matter how relevant your caption is on Instagram, it doesn’t show up in Google search results.

It’s non-existent in Google’s eyes. Which means businesses miss the opportunity to connect with potential customers who search for solutions through Google, where websites are recommended. 

Website contents such as blogs are the primary way to jot down relevant search terms for Google to crawl on. Therefore, social media can be a tool to point people to the full content on the website, but certainly, is not a place for long contents.

4. Website Data Are Trackable

Want to know how long did your visitors stay on the website? Pages they clicked? Keywords they used? All of these are visible with a website.

Website creators such as WordPress and Wix can track all activity that happens on the website.  It gives real-time insights which are perfect for in-depth analysis and reporting to improve website performance and marketing.

5. Websites Are Available 24/7

With social media, you have to be present for it to work – post consistently, share valuable contents for you to appear on your followers’ feed.

Websites are the opposite. It doesn’t need to be updated every other day (besides new blog posts) to be relevant. It is live all the time, anyone, anywhere in the world can access it. As a result, current and potential customers can visit the site to learn information about the business (new and upcoming products and services) whenever convenient to them.

Even with brick-and-mortar companies, customers still expect them to  have a website to check on to get more information. 

6. Websites Are Controlled

Do you remember when business pages on Facebook were affected when it decided to update its algorithm. Owners had nothing to do but to accept the new rules and  move on. The same thing could happen on other social platforms at any time. YouTube could charge you on every upload on their servers.

Businesses have NO control over social media platforms unlike a website.

Owning a website allows businesses to have full control over the brand. It guarantees security and certainty, as long as they pay for the domain, it will always be there. There are no terms and conditions that need to be complied on. 

Also, it allows businesses to create exclusive contents – blogs, to give the opportunity to rank in search engines with specific keywords that relate to your services or product. 

Lastly, there are much more options with the regards to the look, feel and features. Most domain extensions even come with various templates that are customizable.

Get the best of both worlds.

Why choose once if you can have both?

The website should be the heart of businesses’ online presence and social media should be the marketing tool of driving traffic back to the website. The two go hand in hand, and both are crucial to online success in the modern era.

References:

https://nic.icu/marketing/website-vs.-social-media-why-entrepreneurs-still-need-a-domain/
https://www.wellnesssiteshop.com/blog/need-website-instagram
https://kijo.co.uk/blog/why-have-a-website-and-not-just-rely-on-social-media/
https://conversionstrategies.com/website-vs-social-media-small-business/
https://socialmediaexplorer.com/content-sections/movers-and-makers/website-vs-social-media-whats-better-for-your-business/

4 Marketing Strategies That Brands Can Learn from The Kardashians

It is not a secret that the Kardashian Family are intrigue magnets but are experts in turning it as an advantage. As social media prowesses, they really know the in’s and out’s, thus, have maintained their leading spot as social media marketers.

The clans’ marketing strategies depict perfect examples for social etiquette and networking for any B2C brand looking to increase social media audience and presence. 

Here are 4 marketing strategies from The Kardashians that are useful to brands:

1. Be Relatable

Below is an example of Kim Kardashian advertising Skims Loungewear on her Instagram stories. She is filming herself while talking about the benefits of her products, just as how she would recommend it to a friend. But no doubt, this is just part of an ad campaign.

The IG story makes it more relatable as it looks raw and authentic, rather than a promotional post. 

Also, each of the members have different personalities, styles and interests that makes them appeal to all demographics. 

Due to the current worldwide lockdown, brands need a new video marketing strategy and according to Hubspot, the more simple and raw the video is, the more authentic the content appears.

2. Turn The Negatives Into Opportunities

There’s no such thing as bad publicity and the family has been a proof of this. Every controversy that the family faces, they turn it as a leverage and wouldn’t let it be the downfall of their brand. What is even more interesting is that they are fully aware of and profiting from that fact they attract those that do not even like their family. They are the best example that a brand doesn’t to be loved by many to get the necessary exposure. 

Regardless of what their critics say, the Kardashian family has managed to stay relevant and keep their brand highly profitable in a volatile industry. 

Another good example is Elon Musk. He’s been bashed as SpaceX Rocket has released roughly 440 tons of jet fuel, which has a high carbon content, meaning it releases a lot of carbon dioxide into the air when burned. 

Photo by Kevork Djansezian/Getty Images

However, the negative comments thrown at him and his project doesn’t seem to damage sales of his car business – Tesla. In fact, Tesla delivered 499,550 vehicles in 2020 and delivered nearly 185,000 vehicles just in Q1 of 2021.

3. Connect With Followers

Kylie Jenner, one of the sisters, has over 224 million followers on Instagram and utilizes it by regularly engaging with her followers. She once created a Q&A session on her Instagram to give a glimpse into her world.

Brands should utilize social media to connect and reach out with the audience. Also, this is a way to humanize the brand and provide a consistent stream of content that will strengthen the friend-like dialog with the audience. In return, it will increase trust and loyalty, which your customers will appreciate and reciprocate.

4. Know The Audience

The family deeply understands their audience and created a diverse of products that will surely be patriotized by each audience group.

Khloe Kardashian, the 3rd sister, has reached out to the health conscious individuals through her weight loss journey. After the successful tv show – Revenge Body, she created a denim jeans line for curvy women. 

Understanding the audience – their needs, lifestyle, and interests, is key to appeal to them.

Just like Starbucks, they know that not all their customers are coffee drinkers that’s why they launched Teavana to cater to tea drinkers as well.

Have this changed how you think of The Kardashian Family? Are their marketing strategies effective?