MRM/McCann to digital marketers: Start thinking in moments
Emerging global trends will be amplified by social media. Brands and companies should be able to engage the market and forge a strong, long-term overall brand sentiment. This changes how we market through social media. It’s more than getting “likes” now.
Jason Cruz, social products director at MRM/McCann, recommends having a concrete social media marketing plan. “All social assets must have only one general content theme,” he says. He also advises digital marketers and social media managers to watch out for the “moment.”
“Sometimes, there’s a need to stop thinking about content calendar, to stop thinking in weeks and months, and start thinking in moments,” says Cruz.
“When the ‘moment’ happens, your social media team should be poised to produce content that’s relevant to your brand and to that particular moment. Then you have a shot at breaking the Internet.”
Like what happened on June 19, 2014: When users in several countries got a Facebook down notice, Jason’s social media team tweeted a screen capture of the notification against the red background and a tagline: “Look who’s having a break right now,” reminiscent of the popular chocolate wafer brand. It was a real-time response to an infamous social media catastrophe enough to get thousands of worldwide shares and own the moment.
Jason says they were able to post the tweet right away without the company’s approval because of their prior agreement with the company to do what’s best for the brand as long as it follows the brand book.
Even though the famous tweet that broke the Internet that day seemed spontaneous, Jason reveals they were able to prepare for the moment because of thorough planning.
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