Real time marketing means: Be human
When Oreo's social media team tweeted its famous "You can still dunk in the dark" brand picture (or ad) during the 2013 Super Bowl stadium blackout, running the text "Power out? No problem", many described it as a real time marketing triumph. (Not all agreed, as real time marketing can be more than simply capitalising on an event by being fleet footed and witty on Twitter.)
During the Super Bowl this year everyone tried to be in on the real time marketing game, with less success.
According to Twitter UK marketing director Bruce Daisley, marketers can plan for real time marketing. He says one cannot plan what exactly can happen during an event of public interest, but that "you can build your capabilities and your real time mindset to try to take advantage of them happening".
But what is this real time marketing mindset marketers can plan for?
Being in conversation on social platforms essentially means being human. To win at real time marketing, brands need to act like humans on social media. This means understanding your brand personality as if it's a real person. Tweet or post within this human framework.