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.
The ThinkerNet does not reflect the views of TechWeb. The ThinkerNet is an informal means of communication to members and visitors of the Internet Evolution site. Individual authors are chosen by Internet Evolution to blog. Neither Internet Evolution nor TechWeb assume responsibility for comments, claims, or opinions made by authors and ThinkerNet bloggers. They are no substitute for your own research and should not be relied upon for trading or any other purpose.
Midsize businesses rarely achieve the same standards of security in their own datacenters as professional providers that specialize in delivering these services to organizations.
It was about 10 years ago when a new generation of software-as-a-service (SaaS) alternatives started to gain acceptance and adoption among organizations of all sizes. And it has only been about five years since Amazon Web Services captured the marketplace's attention with Amazon EC2 and Amazon S3, which opened the door to a vast array of infrastructure-as-a-service (IaaS) offerings. Now, the third piece of the cloud computing puzzle is beginning to win over organizations seeking to build their own apps: platform-as-a-service (PaaS).
Energy consumption is a primary contributor to global warming. At the end of 2012, 40 percent of energy consumption in the US came from commercial and residential buildings.
Big-data and analytics tools enable marketers to understand customers as individuals, identifying unmet needs and addressing each customer as a "segment of one," says John Kennedy, VP corporate marketing, IBM.
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 IBM Smarter Commerce Global Summit in Monaco kicked into high gear today, and we've already begun to see news emerging from that lovely city-state by the sea.
Expert Integrated Systems: Changing the Experience & Economics of IT In this e-book, we take an in-depth look at these expert integrated systems -- what they are, how they work, and how they have the potential to help CIOs achieve dramatic savings while restoring IT's role as business innovator. READ THIS eBOOK
your weekly update of news, analysis, and
opinion from Internet Evolution - FREE! REGISTER HERE
Wanted! Site Moderators Internet Evolution is looking for a handful of readers to help moderate the message boards on our site – as well as engaging in high-IQ conversation with the industry mavens on our thinkerNet blogosphere. The job comes with various perks, bags of kudos, and GIANT bragging rights. Interested?
To save this item to your list of favorite Internet Evolution content so you can find it later in your Profile page, click the "Save It" button next to the item.
