Are You Ready for RTM in 2015?

Some of the best Real Time Marketing (RTM) is brushed off as brands getting lucky or just being in the right place at the right time. In a few instances this is true. But smart brands know that there are plenty of opportunities to prepare for RTM – and according to Trendology author Chris Kerns, the 2015 RTM Season has just begun!

This chart from Kerns’ book is the first step in prepping your team for RTM:

Real-Time-Marketing-Matrix

Examples of each type of RTM event:

Planned – You know the exact time, date, and important people who will be involved.

  • -Sports events (Olympics, Bowl Games)
  • -Award shows (Grammys, Oscars)
  • -TV show premiere/finale (Game of Thrones, Orange is the New Black)


Watchlist –
An event is bound to happen, but what and when are variables.

  • -Celebrity pregnancies, weddings, etc.
  • -Political and legal issues


Opportunistic –
Small events that offer a place for RTM content. (Opportunistic RTM can happen during a Planned RTM event.)

  • -Sports event outcomes
  • -Awards show winners


Everyday –
Unknown trends that can pop up daily or even hourly.

  • -San Francisco Bat Kid
  • -iPhone6 and #bendgate

 

A warning: not all brands are meant to participate in all conversations. We’ve all seen social interactions with trending topics that fall flat or are just completely inappropriate (Ahem, DiGiorno). Before jumping in, it’s important to:

1. Fully understand the topic or hashtag

2. Consider your audience and their views

This is where using the matrix in the context of your specific brand comes in handy. If you’re confident that your audience does not care about the birth of a celebrity baby, then stay away from the topic. Find another opportunity that fits, even if you have to wait patiently for it.

The thing about RTM is that when it’s bad, it’s REALLY bad. Some marketers choose to stay away from RTM and its counterparts “agile marketing” or “always-on marketing,” for this reason. But even DiGiorno’s serious faux pas was forgiven through sincere and profuse apologizing and a promise to be more careful. For many brands, the reward outweighs the uncertainty and risks surrounding RTM.

If RTM fascinates you as much as it does us, Trendology is a great read. As is this tumblr. Seriously though.

Social Media for Business [INFOGRAPHIC]

Social-Media-for-Business-Infographic

Ever wondered what social media can do for your business?
What’s the point of spending time on social, anyway?

Click to view Full Size.

Like this infographic? Feel free to share it!

WOODCHUCK: Social Media Spotlight

Woodchuckcase-Photo

WOODCHUCK: Authentic, truly American-made products. We bring jobs back to America, nature back to people, and quality products back to consumers.

I had the pleasure of meeting with WOODCHUCK founder Ben VandenWymelenberg back in 2011, when the company was brand new. Since then, the innovative tech accessories brand has evolved into a unique fashion brand. Luckily, WOODCHUCK still maintains their attention to detail, level of customization, and dedication to getting people outdoors. They provide a line of premium products with a focus on the why, ringing true to their mission, “A world more connected to nature.”

Woodchuck_Products_2014From a social media standpoint, WOODCHUCK is killing it.
Their presence spans: Facebook | Twitter | Pinterest | YouTube | Google+ | Instagram

While they post a variety of content on these channels, Ben has found that content with a focus on company culture and peeks behind-the-scenes at WOODCHUCK HQ get the highest engagement rates.

The best part of WOODCHUCK’S digital marketing efforts? They currently don’t need to engage in any forms of paid advertising. While the competition is loading up on Google AdWords and other paid traffic-driving tactics, WOODCHUCK can rely on word-of-mouth and social media to do the work for them. Additionally, unlike many of the big box and run-of-the-mill tech accessory brands, WOODCHUCK doesn’t need to discount.

Woodchuckcase

But they tried the whole discount thing once and it worked really really well…

On Black Friday they ran a Facebook Promotion for $1.00 phone cases. Although that price didn’t even cover the cost of materials, they wanted to do an unbelievable deal and see how much traction they could get on social. The paid FB post got global exposure and 750+ orders piled in during a short window of time. The flash sale not only drove brand awareness and website visitors, it also brought them 500+ new Facebook fans and customers from dozens of other countries–all with just a sliver spent on paid promotion.

As for Twitter, Ben admitted to getting into it “just recently.” Before he didn’t really see the point, but now actively tweets and follows individuals on the platform. It’s been extremely successful, especially as a “quick and easy way to get a hold of people” he says.

WOODCHUCK has taken a thought leadership approach on Twitter and it’s put them in a really good place. In recent “How did you hear about us?” discussions with new business customers, more than a handful have cited “Twitter.”

Woodchuck_Photos

How does Team WOODCHUCK set themselves apart from the competition? In a number of key ways…

A focus on The Why gives their company longevity. From the very start the founders decided they were going to build a brand, rather than simply sell products. The brand has always been the focus. “We continue to push ourselves,” says Ben, “positioning the brand like Patagonia vs. a boring tech accessory e-retailer.”

In a recent Inc. article titled, Seth Godin on What Marketers Are Getting Wrong, Godin stated, “It’s not just stuff. People have enough stuff, but they don’t have enough meaning.”

WOODCHUCK connects with customers on a deeper, more emotional level by having a strong focus on their mission and dedication to being 100% Made in the USA (which none of their competitors can fully claim). For this reason, they’ve pulled their products off Amazon. “We know we’re not the cheapest” says Ben, “but our customers highly value our brand and mission.”

To see their current product line, check out:  http://www.woodchuckcase.com/pages/fall-2013-lookbook.

P.S. We speak from experience when we say WOODCHUCK products make great corporate gifts and branded swag!