Engagement Is The New Real-Time

To deliver the right content at the right time and at the right place has become the focal point of digital marketing these past years. Ever since Oreo proved to the world that their cookie was the most versatile, brands have been attempting to reach a similar level of ‘social media nirvana’. It is indisputable that successful real-time marketing does conjure up an immediate and immense reaction. However this coveted marketing phenomenon now has a new competitor that is ready to steal the ‘audience engagement thunder’ in 2014. We’ve taken a closer look at the new darling of social marketing – here are our insights on real-time engagement

Real-time marketing vs. real-time engagement.

While real-time marketing ads seem to be conceived in the heat of the moment, reality is that they are often well thought out campaigns planned ahead of time. Though some of the magic may seem to disappear with this knowledge, the impact that real-time creates with the targeted audience is still quite mesmerizing. But what if the practice of real-time was to be reversed? Real-time engagement levitates real-time marketing. With close resemblance to active listening, real-time engagement allows the brand to become a part of the conversation rather than a continuous flow on a one-way street.

Real-time is not exclusively social

J. Crew recently exhibited a good example of real-time engagement. As a response to one customer’s open letter the company re-launched their classic 1990’s swimsuit style along with a personal note as a two page spread in selected printed media.

Skærmbillede 2014-04-24 kl. 15.15.02

J. Crew managed to combine their active listening skills with a good portion of creativity making it clear to the world that the brand cares about their customers. This example emphasizes the essence of real-time. It is not just about social, but also more about taking a different approach on marketing through any given channel. We have listed 3 tips that will help you to boost your real-time engagement with your community:

1: Understand your brand’s tone of voice

Knowing and understanding your brand’s tone of voice is an important part of real-time engagement. Your tone of voice sets you apart from the masses and helps your target audience familiarise themselves with your brand and its values.

2: Understand your audience

It goes without saying that any real-time efforts are based on the brand’s primary audience. Knowing your audience’s expectations and personality is and absolute crucial part of creating a succesful interaction.

3: Preparation and planning

Successful real-time engagement is rarely ever a spontaneous happening, nor is it a simple streak of good luck. Knowing which events will be creating headlines and keeping an constant eye on trending topics that are relevant to your brand’s audience are both preliminary perquisites to creating an impact with real-time engagement. Make sure you have a set strategy that will allow your brand to be flexible and react to sudden shifts.

 

 

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!