Now that the World Cup has officially disappeared from our newsfeeds, we can step back and think about what an event like this really does for a brand. We’re all used to seeing the giant brands that grab ahold of events like the Super Bowl and the season finale of the Bachelor (yes, we went there), but even smaller or more local brands can take some scaleable advice from event-based social media marketing.
3 ways to make the most of an event with your marketing
1. Live posting/tweeting
Many brands have moved themselves to the top of viral marketing lists by doing two things:
1. Demonstrating that they’re actually watching/attending an event
2. Being creative in how they do it.
One of the most famous examples is when Oreo tweeted during the Superbowl blackout. That quick fire content creation was obviously executed by a team of pros, but you can use the concept for a much smaller business to contribute to a conversation that will inevitably take place online.
Start with your target market. What will they be watching/attending soon. Is there a highly anticipated television premiere approaching? Watch along with your target audience and tweet about the show. If you’re really on the ball, you could create visual content that includes your brand. Just make sure to respond to other people’s comments and actually participate!
2. Being prepared
One of the most successful World Cup social media campaigns this time around was when Adidas created a Twitter account for the official game ball @brazuca. In other words, nearly 3.5 million people tuned in to what a soccer ball (um, I mean football) had to say about the tournament. This, along with other Adidas campaigns, made them the most talked about brand during the World Cup – and most people would say that the majority of this chatter was because of @brazuca.
But even a soccer ball’s Twitter account takes some prep. The account was launched in December and had already accumulated almost a million followers by the time the World Cup kicked off. Setting a plan of attack and getting all of your ducks in a row is the best way to take advantage of fast paced event-based social media marketing.
3. After the event
Unfortunately, one witty tweet does not a good account make. And unless all you wanted to do was make a large group of people think you’re funny (which is a giant fringe benefit, by the way), you need to find a way to leverage this event into an audience for your business.
Part of this falls on preparedness. Your account should be filled with incredible content before an event so that anyone clicking on your name will see that you’re worth following. The other part comes after. Make sure that you keep in contact with the people you were tweeting with during the event and then tread lightly with your new following. They didn’t follow you to hear every tiny detail about your business. A little self-promo is fine (I really do mean a little), but establishing yourself as an expert in your field is much more valuable.