Social media is increasingly becoming not only an integral part of leading companies’ CRM platform, but in many cases it’s the actual face of the brand. Being able to respond swiftly and nimbly to events, comments or requests is just as important as having a contact management or sales force automation application in place.
That lesson was driven home when the lights went out in the New Orleans Mercedes-Benz Superdome on Sunday night during the big game: Quick-thinking companies jumped into void and confusion with Tweets that arguably made more of an impression with the audience than some of the $4 million television spots.
Dunking in the Dark
A Tweet by Oreo – “Power out? No problem. You can still dunk in the dark.” – was retweeted 10,000 times within the hour, according to AdAge. The company designed, captioned and approved the ad within minutes, according to the publication.
The Oreo example – one of a handful of excellent responses during that 30-minute period – illustrates the importance of having a social media strategic plan in place for the unexpected. Volumes have been written about social media strategic planning and what works and doesn’t. However, a few tips stand out that companies should take note of:
- Never assign a campaign or account to a junior staffer or inexperienced agency. Tweets and Facebook posts in need to be written with a light and cheeky hand, but they also require much thought as to PR – or even legal – ramifications.
- Have a crisis communication network in place for certain scenarios. Identify beforehand key people in human resources, legal, marketing and corporate communications who can best handle certain situations.
- Decide beforehand how you will measure success. Will it be by engagement numbers, revenue or number of fans? There are pros and cons for all of these approaches.
Another social CRM lesson brands can take away from this year’s Super Bowl is to be prepared for the resulting online traffic from a campaign. This is an axiom that bears repeating as even companies prepping for the biggest marketing event of the year can find themselves overwhelmed.
That happened to a few of the advertisers during Sunday’s game, according to Compuware APM. It reports that Volkswagen’s website was all but inaccessible from Seattle after its ad aired, with a 33-second load time
Budweiser saw its page load time spike to over 28 seconds, Compuware APM said, while the Coke site was “crushed” and was virtually down at one point.
This year’s Super Bowl also confirmed the rapidly growing importance of integration with the mobile channel.
Some 40 percent of the 100 million people watching the game used a significant amount of mobile time right before, during and right after the game. Many of these people went online to Tweet or check their Facebook pages, but many others were trying out games and interactive campaigns by brands that were advertising during the Super Bowl, including mobile campaigns from Hyundai and Pepsi and Coke.
“This mobile traffic generates millions of free earned impressions via viral and social feeds, something that before the mobile era was not possible,” according to Warren Zenna, Managing Director at Woods Witt Dealy & Sons.