FILM240 Lookbook

1. REAL-TIME
MARKETING &
SOCIAL MEDIA
Film 240 Madison Thakore

2. " The growing effort by advertisers to take part
in more conversations as they happen, in
forums such as Facebook and Twitter, without
seeming forced, overly corporate or out-of-
touch." (1)
2
Real-Time
Marketing

3. HOW DO COMPANIES USE
REAL-TIME MARKETING
TO CAPITALIZE ON
SOCIAL MEDIA TRENDS?
3

4. 88 PERCENTof companies' marketing teams
now use social media for
advertising and promotional
purposes. (2)
4

5. & CONSUMERS
THEMSELVES SPEND A
MAJORITY OF THEIR
INTERNET USAGE ON
SOCIAL MEDIA... (3)
5

6. SOCIAL MEDIA PROVIDES COMPANIES WITH
A GREATER OPPORTUNITY TO CONNECT
WITH POTENTIAL CONSUMERS
Marketers now have "multiple, mobile channels to
reach consumers within the very contexts in which
they make decisions, thereby creating direct, two-
way personal communication channels." (4)
6

7. 8
How Real-Time Marketing on Social
Media Applications Works (6)
Trending Topic Appears on
Twitter or Facebook
Consumers Interact
with the Trend
Companies Interact
with the Trend
Companies Interact
with Consumers
through the Trend

8. CONSTANT MEETINGS
ENSURE COMPANIES
CAN IDENTIFY
THEMSELVES WITH
THOSE TRENDS...
9
However, Deanna Zaucha notes that it
isn't necessarily about which company
tweets first, but rather, which companies
are able to create a tweet that engages with
the audience the best. (7)

9. SO...
"REAL-TIME MARKETING
DOES NOT REQUIRE A
WAR ROOM." (8)
10

10. INSTEAD, REAL-
TIME MARKETING
REQUIRES
COMPANIES TO
COME UP WITH
CONTENT THAT
BEST CONNECTS
WITH BOTH THE
TREND AND
CONSUMERS.
11

11. Companies capitalize on
marketing opportunities
through trending topics
on social media.
They can become involved in online
conversations, opening companies' brands
to a larger audience on a greater scale.
12

12. 13
"Keeping up on all
the latest trends and
being fluent in the
language of real-time
conversations
[provides]... a seat at
the table for all
brand-related
decisions."
(9)

13. Increased engagement on social
media sites, such as Twitter and
Facebook... (10)
Lesser need to attract attention to
the company's brand, as consumers
are already focused on the trend... (11)
"Huge audience... at relatively low
cost..." (12)
14
BENEFITS OF
REAL- TIME
MARKETING

14. There are many examples
of ways real-time
marketing through social
media has benefitted real
companies...
15

15. Oreo tweeted
"Power out? No problem.
You can still dunk in the
dark."
This took place during the
Super Bowl blackout of
2013, a trending topic on
twitter at the time.
(13)
16

16. 10,000 RETWEETS
& 5,000 SHARESIn just the first hour of the tweet being sent out by Oreo. (14)
17

17. 18
"THE OREO CASE IS
IMPORTANT BECAUSE IT
SPEAKS TO A SHIFT IN
ADVERTISING ITSELF, AND IN
THE FUNDAMENTAL WAY
THAT COMPANIES THINK
ABOUT HOW TO REACH
CONSUMERS."
(15)

18. OREO IS AN EXAMPLE
OF JUST ONE COMPANY,
THROUGH THE USE OF
TWITTER, THAT HAS
CAPITALIZED ON A
SOCIAL MEDIA TREND.
19

19. Real-time marketing, through
the growth of social media, has
become an influential and
growing trend in companies. (16)
20

20. "SOCIAL NETWORKS
ARE NOT ONLY
ANOTHER NEW
PLATFORM TO
COMMUNICATE ON,
THEY ARE A NEW WAY
OF COMMUNICATING
WITH... CONSUMERS."
(17)
21

21. "THE MARKET IS VERY FOCUSED ON THE
NOW OF REAL-TIME IN SOCIAL MEDIA." (18)
COMPANIES USE SOCIAL MEDIA SITES,
ESPECIALLY TWITTER, TO ENGAGE WITH A
GREATER NUMBER OF CONSUMERS ON
CURRENT, TRENDING TOPICS.
So, how do companies use real-time marketing to capitalize on social media trends?
22

22. 23
Companies now
incorporate real-time
marketing strategies,
through the likes of
social media, to promote
brand awareness and
recognizability.
MARKETING IS NO
LONGER JUST ABOUT
STRATEGIZING AHEAD...
REAL-TIME MARKETING
AND SOCIAL MEDIA ARE
ALL ABOUT THE HERE &
NOW.

23. WORKS CITED
Bernhardt, Jay M., Darren Mays and Amanda K. Hall. “Social marketing at the right place and right time with new media.” Journal of
Social Marketing 2 (2012): 130-137.
Chatterjee, Sreejata. “8 Top Social Media Experts Weigh In On Real-Time Marketing.” LeadSift, September 2, 2015. Accessed October 15,
2016. http://leadsift.com/8-top-social-mediaexpertsweigh-in-on-real-time-marketing/.
Dupre, Elyse and Al Urbanski. “Under the influence (and so over).” DM News 35 (2013): 20-24.
Krashinsky, Susan. “Super Bowl advertising won’t wait for commercial breaks.” The Globe and Mail, January 30, 2014. Accessed October
14, 2016. http://www.theglobeandmail.com/report-on business/industry-news/marketing/super-bowl-advertising-wont-wait-for-
commercial-breaks/article16614167/.
Macy, Beverly and Teri Thompson. The Power of Real-Time Social Media Marketing. New York:
McGraw-Hill Professional Publishing, 2010.
Ott, Larissa and Petra Theunissen. “Reputations at risk: Engagement during social media crises.” Public Relations Review 41 (2015): 97-102.
Řežab, Jan. “Social Media Marketing and Brands’ Social Media Behaviour.” Central European Business Review 1 (2012): 49.
Schiff, Allison. “Oreo is one smart cookie.” DM News 36 (2014): 22-25.
Schulze, Christian, Lisa Schöler and Bernd Skiera. “Customizing Social Media Marketing.” MITSloan Management Review 56 (2015): 7-10.
Wheaton, Ken. “It’s about time to get real about real-time marketing.” Advertising Age 23 (2013): 1.
Whiting, Anita and David Williams. “Why people use social media: a uses and gratification approach.” Qualitative Market Research: An
International Journal 16 (2013): 362-369.
Zaucha, Deanna. “Five Facts about Real-Time Marketing and Social Media.” Pagemodo, June 16, 2015. Accessed October 14, 2016.
http://www.pagemodo.com/blog/real-time marketing-5-facts/.

24. WORKS CITED
1. Susan Krashinsky, “Super Bowl advertising won’t wait for commercial breaks,” The Globe and Mail, January 30, 2014. Accessed
October 14, 2016, http://www.theglobeandmail.com/report-on business/industry-news/marketing/super-bowl-advertising-wont-wait-
for-commercial-breaks/article16614167/.
2. Anita Whiting and David Williams, “Why people use social media: a uses and gratification approach,” Qualitative Market Research:
An International Journal 16 (2013): 362,
3. Ott, Larissa Ott and Petra Theunissen, “Reputations at risk: Engagement during social media crises,” Public Relations Review 41 (2015):
97.
4. Jay M. Bernhardt, Darren Mays and Amanda K. Hall. “Social marketing at the right place and right time with new media,” Journal
of Social Marketing 2 (2012): 131.
5. Deanna Zaucha, “Five Facts about Real-Time Marketing and Social Media.” Pagemodo, June 16, 2015. Accessed October 14,
2016, http://www.pagemodo.com/blog/real-time marketing-5-facts/.
6. Zaucha, "Five Facts about Real-Time Marketing."
7. Zaucha, "Five Facts about Real-Time Marketing."
8. Beverly Macy and Teri Thompson. The Power of Real-Time Social Media Marketing (New York: McGraw-Hill Professional Publishing,
2010) 54.
9. Christian Schulze, Lisa Schöler and Bernd Skiera, “Customizing Social Media Marketing,” MITSloan Management Review 56 (2015): 9.
10. Schulze, Schöner and Skiern, "Customizing Social Media Marketing," 8.
11. Schulze, Schöler and Skiera, “Customizing Social Media Marketing,” 10.
12. Krashinsky, "Super Bowl advertising."
13. Elyse Dupre and Al Urbanski, “Under the influence (and so over),” DM News 35 (2013): 20.
14. Krashinsky, "Super Bowl advertising."
15. Macy and Thompson, The Power of Real-Time Social Media Marketing, 18.
16. Jan Řežab, “Social Media Marketing and Brands’ Social Media Behaviour,” Central European Business Review 1 (2012): 49.
17. Macy and Thompson, The Power of Real-Time Social Media Marketing, 221.

25. IMAGES
The images are all creative commons licensed and appear in the order they do in the flip book.
1. Mariana Gama -https://www.flickr.com/photos/olhamaria/4762113930/in/
2. Kostya Sasquatch -https://www.flickr.com/photos/take-care/10991311223/in/
3. Jason Howie -https://www.flickr.com/photos/jasonahowie/8583949219/in/
4. Victor Hanacek -https://picjumbo.com/woman-checking-the-time-on-her-fashion-watches/
5. WOCInTech Chat -https://www.flickr.com/photos/wocintechchat/25392653883/in/
6. Mo Riza -https://www.flickr.com/photos/moriza/1867122097/in/
7. Kempton -https://www.flickr.com/photos/k-ideas/8446992324/in/
8. Esther Vargas- https://www.flickr.com/photos/esthervargasc/8346162027/in/
9. CAFNR -https://www.flickr.com/photos/cafnr/14267599480/in/