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Date post: | 01-Nov-2014 |
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Social Media |
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In the 79th minute of World Cup game Uruguay –
Italy Luis Suarez bit his Italian opponent Giorgio
Chiellini. For Suarez, one of the biggest stars of
nowadays soccer, it was the 3rd biting over last years!
No wonder, the Internet memes flourished immediately.
Furthermore, many brands tried to use this
incident for their own real-time marketing,
aiming at hijacking the news and attracting the
interest. Analysis of Sotrender proved that real-time
marketing in social media really worked, bringing very
unprecedented high engagement. Moreover, the study
enabled us to find the factors which helped the
most on Twitter and Facebook – the real-time
marketing social recipe for success.
Real-time marketing recipe for success: The case of Suarez
In the 79th minute of World Cup game Uruguay – Italy Luis Suarez bit his
Italian opponent Giorgio Chiellini. Many brands tried to use this incident
for their own real-time marketing, aiming at hijacking the news and attracting
the interest.
Analysis of Sotrender proved that the real-time marketing in social media
really worked, bringing very unprecedented high engagement. Moreover, the
study enabled us to find the factors which helped the most on Twitter
and Facebook – the real-time marketing social recipe for success.
Real-time marketing recipe for success: The case of Suarez
First, we looked for the most popular memes referring to the case that included
a hashtag or a tag related to Suarez. On the next slide you can see the posts
and tweets that gained the highest number of interactions (likes,
comments, shares in the case of Facebook and RTs and favorites in the case of
Twitter).
The most popular posts and tweets of brands
The most popular posts and tweets of brands
The most popular Facebook posts were published by: musician Sharam, journalist Rachel Nichols and Takeaway.com UK | Order Food Online.
The most popular posts and tweets of brands
The most popular tweets were published by: McDonald’s Uruguay, Nando’s and Snickers.
Does real-time marketing on Facebook & Twitter really engage?
Clearly, brands wanted to hit the moment to attract interest of fans. Sotrender compared the results of an average brand post published in June on Twitter and Facebook with the results of average posts regarding Suarez.
Tweets of McDonald’s Uruguay, for example, usually provoke about 14 users’ activities. In comparison, their tweet regarding Suarez got over 86588 RTs and favs more! It means that the tweet regarding Suarez was over 6k times better than an average McDonald’s tweet.
Is there a recipe for success in social media real-time marketing?
As we explained our previous article about real-time marketing content regarding the Royal Baby, the key to success in newsjacking is to be fast. But as the analysis of the Suarez case proves, good timing was definitely more important on Facebook than on Twitter.
It is recommended to use pictures in newsjacking content, but preparing it means spending additional time. In the case of Facebook, every additional hour resulted in the decrease of the number of activities from 3% to 10%.
Is there a recipe for success in social media real-time marketing?
The analysis shows also that on Facebook posts with photos performed much better than those without, while on Twitter they didn’t matter.
Adding a text on a picture resulted in 200% higher number of relative Facebook activities (i.e. these counted for the number of fans).
The use of popular hashtags didn’t affected the number of activities. The only mention that had influence on the number of retweets and favs was @Luis16suarez.
Luckily, even with help of Sotrender you cannot
control everything in social media. There is also
one more factor – we call it The Fun Factor.
Your real-time marketing memes might be
perfectly crafted and timed, but they need
to be funny too. And in this competition, in our
opinion, the winner is Sharam. Congratulations!
Real-time marketing recipe for success: The case of Suarez
Thank you!
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