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How to Make the Most of Real-Time Marketing During Big Events

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Live events are a marketers dream. Indeed, events like the Super Bowl and the World Cup offer real-time marketing opportunities with huge increases in social media activity. A new report from ShareThis analyzed sharing patterns from some of the biggest Q3 events and uncovered some important insights about real-time marketing.

Perhaps most important to note is that the events themselves result in a huge increase in sharing. In fact, shares during the 24 hours after big events are five times more likely to generate clickbacks. However, ShareThis advises against a ‘set and forget’ mentality when it comes to RTM strategies. Instead, marketers should remain engaged with events and the audience.

Of course, certain events are better suited for specific social media channels. For example, Reddit activity increased 159 percent during the ongoing crisis Middle East. For sporting events, Twitter was better for instant communication; the NFL kickoff resulted in a 104 percent increase in activity.

While these big swings on Twitter and Reddit are more reactive, about 85 percent of the discussion on nearly any topic will happen on Facebook over two or three weeks rather than two or three days.

So what strategy changes should real-time marketers make? ShareThis offers four big tips:

  • Leverage the reactive channels. Twitter likes sports, TV and instant communication, while Reddit prefers political news. In the wake of events, be prepared to deliver the right content to the right audience.
  • Act fast to reach millennials. Millennials are very active during the first 24 hours of big events. It’s important to catch the attention of this demographic quickly. The other demographics will be discussing the story for weeks on Facebook, so you can worry about them later.
  • Take advantage of the second screen. The Napa earthquake saw a 156 percent increase in tablet use, and Shark Week saw a 99 percent increase. In fact, tablet use at home is growing, so not posting tablet-accessible content is missing an opportunity.
  • Diversify your content strategies. Events widen discussion around bigger topics. For example, NFL kickoff increases sports talk in general; Shark Week increased the chatter about TV. Avoid focusing on just one aspect of one event.
  • Visit ShareThis for more detailed information, and a slideshare of the Consumer Sharing Trends Report.

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