There’s a very good chance that no matter where in the world you have been for the last few days, you’ll be familiar with the subject of this blog. Chances are you’ll have your own opinion on the matter too.
What are we talking about? You’ve guessed it, the hottest news story of the last week, Suarez’s “bite” on Italian defender Giorgio Chiellini.
From the outside you may be wondering what an incident which occurred on the football pitch during a World Cup game has to do with social media marketing – yet you’d be surprised. We’re not going to dwell on whether it was or wasn’t a “bite”, nor are we going to discuss the FIFA imposed ban. Instead, what we are going to look at is what the incident has taught us about the power of marketing online.
Now it is no secret that social media, particularly Twitter, is a powerful tool for sharing opinions and breaking news; in fact there have been occasions in the past when the micro-blogging site broke news before a major news platform.
As such, it cannot come as a great surprise that in the minutes, nay seconds, after the “incident” occurred, that tweets were being sent left, right and centre with people’s opinions and comments on the matter. It would be interesting to find the statistics of how many tweets were sent in the aftermath focusing on the “bite” alone.
However, mixed in with the tweets from your average Joe was online marketing gold, by a number of well known brands – both here in the UK and further afield.
Brands such as Nandos, Snickers and Peperami, through to Specsavers, Listerine and the official Uruguayan McDonald’s all took a bite out the marketing opportunity to produce a varied collection of humorous tweets – which in turn have helped boost their marketing appeal and reach a wider audience.
The tweets issued by the businesses weren’t just your run-of-mill text tweets though, in the short time between the incident occurring and the tweets being sent, the businesses had been hard at work producing memes and short videos, in an attempt to stand out from the thousands of other tweets (and no doubt, convert a sale).
However, in addition to helping boost the profiles of those businesses who sent tweets out, they’ve also added a timely reminder that businesses should not only monitor and update their social media platforms during business hours.
In society today, consumers expect to be able to contact businesses around the clock, with many turning to social media; and the vice-versa can work in the business’ favour.
Whilst you may be hard pressed to find a credible link between the Suarez incident and an accountancy service; there are always opportunities via the news to “piggy-back” on an important announcement; and by striking whilst the iron is hot (i.e. in the immediate aftermath of the event) you are more likely to reach members of your target audience, who you have been missing during office hours. It’s also likely you’ll engage them before they’ve heard enough about the “event”.
So next time there’s important news which (in a roundabout fashion) relates to your business, don’t wait until your next in the office to tweet about it, do it there and then – who knows, it could lead to that one sale you’ve been waiting for.
If you want to find out more about how to utilise real-time marketing within your social media strategy, if you’re looking to create a unique online marketing campaign, or you need some help with the basics of any social media platform – contact our marketing team at JE Consulting.