Twitter: ‘Real-time marketing is not a 24/7 job’
MWL: Real-time, or moment marketing is going to become increasingly important for brands but that doesn’t mean they have to be switched on to conversations 24/7, according to a senior Twitter executive
Speaking at Marketing Week Live in London today (26 June) Dara Nasr, head of agency sales at Twitter said: “When people talk about planning for the moment and real-time marketing they get really scared that they have to be tweeting every second of every day, but there are things you can plan months in advance based on what you are doing.”
Nasr advises marketers to tap into five key points that make up moment marketing which the social network describes as ‘points of relevance driven by interest and intent’.
The key points include, planning for ‘always on moments’, for example making the most of sponsorship as Morrisons did with Britain’s Got Talent. Twitter’s stats around TV demonstrate the opportunity of moment marketing, at peak time 40 per cent of tweets are around TV programmes and 60 per cent tweet while watching TV.
Other strategies include creating a content winning calendar, planning for best case scenarios and the worst case scenarios by making light of bad situations as Lynx did after it was mentioned as the favourite fragrance of people featured on Channel 4 documentary ‘Dogging Tales’.
“Speed is a key differentiator,” said Nasr, who cited Nando’s keeping Manchester stores open 5 minutes later in honour of Sir Alex Ferguson’s retirement and Oreo’s dunk in the dark advert during the Superbowl blackout.
The social network advises marketers to capitalise on real-time marketing through content and targeting and the opportunity of moments, claiming every tweet creates a moment.
Nasr added: “Every tweet creates a moment, every campaign creates a moment, every TV programme creates a moment, every event creates a moment, so you should really plan for the moment.”
