unchatting

yes and no. That's obviously where the largset volume of conversation is happening but it's also the most crowded/saturated. I think you can make a major impact at the big events but it's tough to crack through #unchatting

All brands can market in real time & in the moment content takes on a "long tail" distribution

having any brand having access to their customers base can connect in real time - targeting is everything; we built platform.crowdchat.n... for this

.@unmetric while the smaller events may not get your brand written up on Ad Age, it might be more relevant and interesting to your audience, depending on your target - i.e. a regional event may be more valuable than the #Grammys for your brand #unchatting

@jacksonjey what's the strategy for 'cracking through' at the big events?

@RickLiebling we've run some experiments here in this regard; key is not to conflict with what users want "the main event" - think tailgating parties

i think consumer/customer insights that leads to laser-focused and strategic targeting; relevant content and -- depending on the platform, great timing.

Absolutely not! Social Media is becoming more & more scripted by brands these days, but there is so much value in having a dedicated community manager that is immersed in the brand & empowered to answer authentically in real time.

additionally adding value to the main content in realtime -oppty for content creatives - look at @leftshark

i would also say it's not about just doing it for the sake of doing it but being measured on what you are trying to achieve and why. war rooms are all the rage but that doesn't mean it makes sense #unchatting

@jacksonjey Great point regarding knowing your objectives.

@houseofcards had a great real-time moment the other day: http://www.adweek.co...

It wasn't about a big event, it was about understanding cultural context and being smart.

i also think that some brands could use a dosage of the #braverypill. We (as marketers) often time spend too much time worrying about "it's" and "it is" and should be more concerned about delivering value to the conversation and our consumers

@RickLiebling I think House of Cards had technical provisioning error but made lemonade out of it

@pureamber Are you guys looking at the Oscars for any opportunities?

@rickliebling who would be the point person to run "in the moment marketing"

we are but we aren't forcing it. We are trying to prepare for potential storylines and relevant conversations but only for the brands that make sense to be talking during that time #unchatting

@RickLiebling I'm talking to some folks on using CrowdChat for the Oscars mainly to review and discuss fashion trends

At @unmetric we've certainly seen the interest in leveraging Big Events. @Adage has embedded our Event Pulse stream for the Super Bowl an Grammys, and will again for the Oscars.

@rickliebling none of my current clients are, but in previous years I've worked with beauty brands who've partnered with celebs, makeup artists, stylists during red carpet coverage.

@rickliebling if you have a chance to feature an authentic behind the scenes story, it's really relevant.

@pureamber That's really interesting.

Do you need to spend a ton of cash to be set up to take advantage of real-time opportunities?

.@unmetric IMO - insights. witty, creative writers. Art team. a pre-defined targeting strategy based on your audience's behaviors. understanding of the conversation/event nuances. no fear of failure. and most importantly - decision-makers in the room.

agree with @jacksonjey smart, creative people are your greatest asset.

i think you need the right resources - be it people or tools (hint hint @unmetric). Beyond that, i think it's more about pre-defining an approach and being ready to activate against it when the opportunity presents itself. #unchatting

@pureamber 100000000%

Aside from @unmetric what other tech tools do you guys use? @pureamber? @jacksonjey?

Two major things: listening and actionable tooling

another important factor is that if your brand requires approval prior to posting, that the client/legal team/etc. is available at a moment's notice to review. Delays = missed opportunities.

obviously whatever tools that your creative team may be using - InDesign or any potential video editing software. I think a monitoring dashboard (again - whatever your preference is) is critical...and lots of great snacks. #unchatting

@jacksonjey Snacks are key. Right @pretzelcrisps?

oh. yes a big fan of @pretzelcrisps! I have also been known to kill a bag of @sourpatchkids

Famously, the @Arbys Pharrel's Hat tweet was just one dude sitting on his couch with him mobile phone.

Do you want the client there with you? @jacksonjey? @pureamber?

If one person has full autonomy over their brand's social channels and can multi-task listening, engaging and creating content...then I guess, technically no...but that's a lot to ask of one person. and if he/she can do it. LMK so I can hire them

I strongly think YES to this question. We all know that Arbys guy wasn't truly solo.

Agree with @pureamber . while he might have come up with the great copy, I am sure he had help...and if he didn't rely on any insights or research, then I would argue that it was a lucky post.

@pureamber @Arbys guy single-tweeter theory is an urban legend?

@rickliebling no question about it. I need/want the client that can make the call, there in the room. #unchatting

@jacksonjey But can having a client be a hindrance too in this type of situation?

@jacksonjey ha me too. Send your resume please supersocial-person!

@rickliebling who's in this livestream again? LOL. jk. Yes, it can definitely hinder the process...but i think you need it to do it right. I am all for the "ask for forgiveness later" but it doesn't have to be that way...nor should it.

I will say though that good instinct & quick creative thinking is a great quality in a potential hire!

@jacksonjey @pureamber how many people are on the average social team at your agencies?

Also, 1st rule in PR/Social should be "do no harm."

@RickLiebling at @taylorstrategy it's about 15 on digital and then the Creative/Production team is another ten folks or so. And we obviously work closely with them. #unchatting

Obviously some of the bigger agencies have many many more people and the boutiques are much smaller, but It's about the RIGHT people #unchatting

@rickliebling at @MBoothPR we're about 20-30 digital folks and growing, with 10ish designers/creative team members integrated into accounts.