The following is part of a series of blog posts related to 2013’s hottest point of social discussion—real-time marketing. This is the second post in the series. The first post is here. The second post is here. The third post is here. The fourth post is here. The fifth post is here. The sixth post is here.
Brands have been trained over many years to talk but only talk about themselves. It's not a novel concept to say that social media has changed all of that, and the conversation brands initiate should not be focused solely on them. That's been the mantra of social media marketing for awhile, but real-time marketing not only promotes this, it makes it necessary to be successful.
The majority of today's brands focus their social conversations on their brands and their categories. That's only a sliver of the conversation taking place online, giving marketers the opportunity to expand the lens through which they view content opportunities to include adjacent categories that relate to brands but not directly.
Talk About My Interests
People are selfish, and they aren't about to give a brand any of their time and attention unless it earns it. Timely content that relates to consumer interests will not only be rewarded with user attention. Platforms will also recognize it. Facebook gives timely content that resonates with audiences more exposure than content that falls flat.
Creating content that resonates with consumers but also delivers a brand message comes from understanding brand fundamentals:
- Brand architecture will tell you what your brand stands for and values. It answers: What would your brand be interested in?
- Consumer and cultural understanding will answer: What do consumers talk about and want to know?
- A content framework with clear objectives on what content should accomplish and how it relates to your brand will answer: What do you want people to feel/think/do after they interact with your real-time content?
Use real-time marketing to capitalize on the conversation zeitgeist and make your brand part of it.