Real Time Marketing: Oreo and Tide

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    • 00:04

      [Real Time Marketing: Oreo and Tide]

    • 00:10

      DR. TRACY TUTEN: Social media is always on.It does not stop. [Dr. Tracy Tuten Professor of Marketing,East Carolina University] We might take a digital detoxand say, oh, we're going off the grid for a weekendor maybe our phone battery dies or whatever.That does not mean that any of it stopped.It is not 9 to 5.It is not 7 to 7.It does not work a 40 hour work week.

    • 00:31

      DR. TRACY TUTEN [continued]: It is always on.And yet, we are staffing our marketing staff,our brand managers, our ad agencies-- we work a work week.So are we going to start having three shiftschedules for social media managers and social mediamonitors?Maybe we do need to do that.And to a great extent what we've done

    • 00:52

      DR. TRACY TUTEN [continued]: is to use services like Radian6, for instance,or IBM has a program now.Oracle has a program-- Enterprise Social Software,I should say.We use those things to be managing the monitoring for us.And I assume there's like a Batman phonethat if something happens in the middle of the night,

    • 01:12

      DR. TRACY TUTEN [continued]: you could get to the right voice of the brandto be able to respond if hits a certain priority level.But for the most part we have notfigured out how to adjust to the 24/7 365 daysa year environment of social as marketing professionals.And Oreo is an example of a company that was ready,

    • 01:35

      DR. TRACY TUTEN [continued]: that was ready to grab an opportunity when it presenteditself.It took place in New Orleans.And so of course, the biggest mediaday of the year in terms of television audienceis millions upon millions of householdswatching the broadcast, the lights go out in the stadium.

    • 01:55

      DR. TRACY TUTEN [continued]: It's like the night the lights went out in New Orleans.And I think it was about 40 minutes that we were wewere able to watch programming.But it was just the newscaster saying,we're still trying to figure out what'shappening here in the stadium.And many people now will co-consumetelevision programming-- broadcast programming

    • 02:18

      DR. TRACY TUTEN [continued]: while they are tweeting.It's a phenomena known as social television.And I also am one of the people.I love to be able to have a more broad experience of my viewinginstead of just me and my husband and my puppy watchingprogramming.I can be experiencing it with people all over the worldby tweeting at the same time.

    • 02:39

      DR. TRACY TUTEN [continued]: AndOreo with tweeting tweeted a beautifully simple graphicof Oreo sort of mildly lit.And it said, you can still dunk in the dark.Just brilliant opportunity to take advantage of a real timenews event that millions of people

    • 02:60

      DR. TRACY TUTEN [continued]: were experiencing and seeing right at that point.So they were watching.Someone was aware that it was an opportunity, alsothat employee was empowered.That employee was empowered to have an ideaand know, perhaps, that they wouldn't get firedif they took off with that.

    • 03:21

      DR. TRACY TUTEN [continued]: And that was something that was--I don't know the person who is responsible for it,but 360i is the digital agency for Oreo.So it was someone at 360i who had this idea.The graphic actually already existedit just took a few tweaks to be able to post it on Twitter.Widely retweeted The darling of the news

    • 03:42

      DR. TRACY TUTEN [continued]: shows the next morning.When the research was done on which brands have the highestlevel of brand recall from the super bowl commercials,Oreo was number one.Number one.And it was not a paid advertiser for the super bowl.So when you think about that you know what the actual cost to doit was versus the value, the ROI on that, out of the park.

    • 04:06

      DR. TRACY TUTEN [continued]: Once Oreo did this-- marketers have to name things witt--if we don't use a 2 by 2 matrix we use a three letter acronym.So now it's Real Time Marketing, RTM.And when I give talks about RTM some will say back to me,but what are the chances that we can do that?The stars have to align for that to happen.

    • 04:27

      DR. TRACY TUTEN [continued]: There has to be an event.Our person has to see the event, have the idea,be able to act on it.How often is that going to happen?But there's so much that we could plan for.And I'll give you an example of this.I am a fan of the television program Scandal.The people who are fans of Scandal.We're known as gladiators.

    • 04:47

      DR. TRACY TUTEN [continued]: And it is very common for us to tweet during the showand have this co-experience.So Tide laundry detergent knows that Scandal comes on Tuesdaysnight on ABC at 9:00.It knows without a doubt that there will be a murder.There is a murder in every single episode.

    • 05:08

      DR. TRACY TUTEN [continued]: It's a gory show.So they were able to plan out a series of simple graphicsthat had a very fashionable blouse,a gunshot wound with blood through it,and then Tide stain stick could even get this out.And to tweet that as an earned media, just a conversationfrom the from the Tide Twitter handle during the show.

    • 05:29

      DR. TRACY TUTEN [continued]: Lots of coverage.Very easy to do.Real time marketing that did not requirethat wonderful full insight-- that the 360i people showedfor Oreo.But it's still RTM, still very relevant.What I would want-- and I would saythis would be the case whether it's a studentor it's an executive, a marketing strategist,

    • 05:50

      DR. TRACY TUTEN [continued]: really anyone who is involved in studying or workingin the field-- they have to take a step back and see themselvesas a consumer and think about when do theywant to participate and share?When do you get excited about somethingthat a brand has done in social media?

    • 06:12

      DR. TRACY TUTEN [continued]: When do you want to tell someone else about it?And not just the simple things like,oh, there's this great deal.Let me share because it's one day onlyand you'll be able to get a free dozen Krispy Kreme donuts.Not just the things that are extrinsically motivated.But when do you feel intrinsically

    • 06:33

      DR. TRACY TUTEN [continued]: motivated to participate with a brand in socialand to tell someone else about what that brand did.That is the sweet spot.That's where we should want to be all the time.No, we can't be there all the time.It would be impossible for us to be that good all the time.That's what we need to aspire to be.And we forget .We get in our war rooms and we start talking about ROI

    • 06:56

      DR. TRACY TUTEN [continued]: and what we can do and we forget that it is that nugget of joythat we can have in the brand consumer relationshipthat we have an opportunity in social media.That's where we need to be.So if the student can just say, when have I had that happen?What was the nature of-- what was it

    • 07:17

      DR. TRACY TUTEN [continued]: about what that brand did?Was it because it was surprising?Was it because it was fresh?Was it because it showed that the brand reallyunderstood something about me beyond you'rea female between this age and that age with this incomelevel.And when we start doing that kind of internal analysis,we will become much better marketers.

Real Time Marketing: Oreo and Tide

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Abstract

Professor Tracy Tuten discusses social media marketing and how it challenges the traditional business model. She gives two demonstrations of companies that successfully capitalized on the 24/7 world the internet and social media have opened up.

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Real Time Marketing: Oreo and Tide

Professor Tracy Tuten discusses social media marketing and how it challenges the traditional business model. She gives two demonstrations of companies that successfully capitalized on the 24/7 world the internet and social media have opened up.

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