The Oreo experience has certainly given great visibility to Oreo's social media agency. Have seen several articles about their smarts which will, without doubt, boost their business -- as it should.
That is another dimension of real-time access. Again, information puts us in a proactive mode instead of just repair or restore to current status. The smart companies will use that effectively, as you well point out.
Fascinating insight, @smkinoshita, into what goes on behind the scenes. And more evidence that, done right, social media campaigns take a whole lot more than setting up a Facebook page and Twitter ID.
We usually think about the need for 24/7 social media monitoring in case something goes wrong -- a brand attacked online, product failure, etc. Here's the opposite case: A brand using 24/7 social media monitoring to jump on an opportunity.
I expect brands will have social media teams online whenever they launch a big ad campaign. It'll become standard, if it hasn't already.
BTW, I bookmarked this spot to watch all the super bowl ads. Haven't yet, but will soon.
After reading other articles tagged in this particular article, Coke was expected to score big using social media but apparently, the website they were directing users to was down for most of the game. So you wonder what measures they went through to be prepared for this big night. As you mentioned, Oreo has set a high standard and so other brands can learn from them so that they will be prepared for the next big opportunity.
@Alison -- I don't have a lot of experience when it comes to social media 'mission control', but I was involved in one or two myself and you really do have to set up a war-room, with clever people ready to create and go in a heartbeat.
While my experience was on a much smaller scale, it did leave a lasting positive impact. The goal was awareness and after a successful social media campaign using a combination of Twitter, Facebook and YouTube the client became a localized 'expert source', gaining respect and much improved site traffic.
Mitch, I think that their overall investment in advancing their image and customer relations overall will result in some level of increased sales.
The fact that they were monitoring and prepared to act, based on their investment and consumer connection with the Super Bowl, also puts them in a distinctive category. It certainly sets a high standard! After all, that's what they say luck is - preparation for opportunity.
Kudos to the Oreo team for responding so fast -- and so well -- to the outage during the Superbowl. I wondered how on earth they came up with that Twitter campaign so quickly, given that someone had to approve it somehow! Now we know! Did similar scenarios play out for all the other brands you cite -- Walgreens, etc.? I wonder if this will become SOP for big-ticket ad campaigns, although nothing comes anywhere near to the Superbowl in terms of cost or hype.
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Social media has been with us for a decade -- but employer policies and the law are anything but firm about the most appropriate usage of this powerful tool.
Businesses often struggle to decide which domain to use. When it comes to purchasing a domain name, you have plenty of extensions to choose from, ranging from .com and .net, to .me, and even .mobi. But which one should you pick?
I've been writing about how the next evolution of the Internet might just be an advertising revolution, and how corporate IT can stay involved as the enablers and providers of the technologies that make this possible.
In the 1970 science fiction thriller Colossus: The Forbin Project, two giant supercomputers from the United States and Soviet Union secretly join forces to take control of the collective nuclear might of the two countries. In the film, the two machines discover each other's existence, communicate back-and-forth, share their collective data, and cut their human creators out of the process. It is the ultimate example of machine-to-machine communications, or M2M.
New York's Metropolitan Transit Authority is conducting a pilot test of digital kiosks to guide subway users to where they want to go more efficiently and at lower cost.
The whole Amazon.reader debate is a double-stupid. It's stupid to think that there's any e-book buyer who doesn't know Amazon's URL, and it was stupider to let ICANN launch the whole free-form TLD initiative to start with.
While NFC's original goal was to enhance mobile commerce applications, it is finding its way into a number of other uses, which is creating both opportunity as well as challenges for IT departments.
Enterprises would like to move to cloud computing but are hesitant because they are concerned about providers’ ability to secure company data. Here are some tips that help to ensure that if breaches occur, the business is not left holding the bag.
Edmunds separates customers into segments based on the info it collects on its site and from partners, and uses that to push out custom content, said Brian Baron, director of business analytics for Edmunds.com, at Predictive Analytics Innovation Summit.
The automotive website uses propensity modeling to target ads and customer registration forms, said Brian Baron, director of business analytics for Edmunds.com, at Predictive Analytics Innovation Summit.
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M2M: Rise of the Machines? Not Yet David Weldon In the 1970 science fiction thriller Colossus: The Forbin Project, two giant supercomputers from the United States and Soviet Union secretly join forces to take control of the collective nuclear might of the two countries. In the film, the two machines discover each other's existence, communicate back-and-forth, share their collective data, and cut their human creators out of the process. It is the ultimate example of machine-to-machine communications, or M2M. CLICK FOR MORE
M2M: Rise of the Machines? Not Yet David Weldon In the 1970 science fiction thriller Colossus: The Forbin Project, two giant supercomputers from the United States and Soviet Union secretly join forces to take control of the collective nuclear might of the two countries. In the film, the two machines discover each other's existence, communicate back-and-forth, share their collective data, and cut their human creators out of the process. It is the ultimate example of machine-to-machine communications, or M2M. CLICK FOR MORE
