Real-Time Content Marketing On Social Can Be More Effective Than Paid Campaigns Live

By Brennan Reid

Millions of dollars have been spent. Millions of tweets have been sent out. Social media is a brand battleground, with hundreds of brands competing for your attention amidst the chaos of the World Cup. We discussed in a past live chat the how of real time marketing, but what about the why? Why devote all this time and effort to real-time content marketing?

Our friends at Snack Media hosted a discussion on Thursday about these very questions. Snack Media's panel of social media experts discussed the implications of real-time marketing, how it's integrated with sports and what it means to brands. They went into deep analysis of some of the biggest World Cup brands and what that means to marketers. 

Brand awareness using real-time content

Social media is huge, and its impact in this year's World Cup is incredible. With viewership breaking the 2010 World Cup records, most (74.2 per cent) of those fans will be turning to social networks.


It's no wonder brands are jumping on. Snack Media looked at big brands, like official FIFA World Cup partner Adidas and Nike. According to Adidas, across all of Twitter, YouTube, Facebook, Instagram and Tumblr the brand gained over 4,865,000 followers.



At the end of the video shown above (supported, by the way, by the company's biggest ever media spend), viewers are given the option to be #allin and guided to a hub of Adidas's social output or to be nothing... and left alone. Through a vivid dichotomy, the campaign places a bold emphasis on quality of social audience over quantity.Snack Mediavia Snack Media at 10:34 AM

Nike and Adidas are taking two different approaches with their brand messages. Nike is going after quantity -- the more people that see their content, the better. Adidas is taking a different approach, as the quote above says, by going for quality -- the more people that engage with the content, the better.


Good questions, the likes of Nike have clearly embraced content with 86m views from a single YouTube ad, but embracing live or 'reactive' content during the games still appears to be a strategy reserved for more innovative opportunistic brandsKenny Ager, Sports Revolutionvia Snack Media at 10:34 AM

It is the most talked-about brand on Twitter during the World Cup, with over 1.6 million tweets, retweets and replies mentioning the brand, according to Rob Hughes, Adidas' senior global football PR manager. And #allin is the most-used brand hashtag on Twitter, with 570,000 mentions since the Cup began June 12. The company's YouTube audience has also doubled, with more than 200,000 new subscribers since play started. Not bad at all.Snack Mediavia Snack Media at 10:34 AM

Not bad at all. Real-time content is reserved for "innovative opportunistic brands," as Kenny Ager describes above. You have to make creative decisions to make the most out of real-time content marketing. 


Are official sponsorships still relevant?

This forces the whole concept of official sponsors such as Adidas into question. Official sponsors typically tie their World Cup marketing around one major campaign, which may involve several platforms. And if all it takes is sending a tweet in order to get your brand out there, is there any point to official sponsors in our digital age? You have more chances to take risks by delving into the social media space. Experts had differing opinions on the usefulness of official sponsorships with regard to real-time marketing, but one thing was clear -- whether you're an official sponsor or not, risks can pay off.

Interesting point about Official sponsorship being outdated. Guerrilla marketing is so much easier with you're armed with the 'Tweet' button. Adidas is expecting record sales of US$2.7bn fro soccer related sales this year so there's still clearly value for official sponsors. But social has forced Official sponsors to think beyond their official rights. Seb thoughts from your recent article?Kenny Ager, Sports Revolutionvia Snack Media at 10:34 AM yesterday

Maybe it's bad but I can't remember a lot of social media activity from FIFA Partners who aren't bud and adidasmattycutlervia Snack Media at 10:34 AM yesterday

Real-Time Marketing, done well, can be more effective than huge paid-for ad campaigns. But it's all about preparation. These things aren't just thought up on the spot and sometimes take months of planning. Oreo said they had been planning their RTM efforts for up to 18 months before the Superbowl.Snack Mediavia Snack Media at 10:34 AM yesterday

Planning is key

It can be cheap and worthwhile to go for real-time Twitter content, but it still takes planning, which takes money. Also, you can't beat the eyes you'll get from spending the money and getting into traditional media, such as official sponsorships and huge TV campaigns. 

The conversation finished strong with a look to the future of real-time marketing. The technology and Internet industries change in a blink of an eye, and what's popular one year may become left in the dust a couple of years later. Just look at past popular social networks such as MySpace. Will Twitter forever be the real-time marketing platform of choice?



The future of live content will evolve as new communication tools come onto the market. Who would have thought that 28% of football fans would share video/content on Whatsapp this World Cup? For us the challenge is ensuring your team are forward thinking and well versed in new technologies and how to use them like Snack have done with Twitter marketing and footballKenny Ager, Sports Revolutionvia Snack Media at 10:34 AM yesterday

Reach your customers where they are

T
echnology is constantly changing, and in order to keep up you have to be ahead of the curve. Social networks that may seem like a ghost town in the beginning, but could become a huge source for audience engagement.


Social media has become a powerhouse in marketing for a big reason -- it increases audience engagement, surpassing what traditional marketing approaches can do. It isn't limited to just sports events. Celebrity news, holidays and TV events have been huge moments to capitalize on social media impact.

For more, check out Snack Media's full liveblog here, which includes an analysis of Ford's World Cup content, campaigns that have failed and much more in depth analysis.

Be sure to follow Scribble Engage on Twitter to learn more about real time content marketing. See how ScribbleLive can help your organization use content and analytics to meet your business goals.

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