US Originating★The Formula for Real-Time Marketing Success is "3P"

Brian Weiner, CEO of Dentsu Group's 360i, contributes a column to Ad Age magazine.

Oreo, managed by 360i, gained attention during this year's Super Bowl blackout by tweeting "dunk in the dark."
Brands and agencies must continually answer two questions: What do consumers in the digital age care about? What do they want to share? We recommend the "3P formula" for real-time marketing success: Planning, Process, Practice.

Planning: For a brand to act human and improvise, strategic planning is essential beforehand. Does the brand communicate what it stands for with a social "tone of voice"? What value does the brand give consumers in exchange for their attention on social? Is it appropriate for the brand to deliver that value? If the brand isn't authentic, consumers will ignore it and may even destroy it.

Process: Advertisers must organize themselves with agencies, internal PR departments, and legal counsel to establish clear rules and procedures for rapid response. Flexibility to quickly reallocate resources is also essential.

Practice: The unexpected happens in reality. The more you train, the better you become at handling the unexpected. Oreo's Super Bowl response, like its 100-day "Daily Twist" campaign, was the result of years of training.

Details at AdAge→ http://bit.ly/GVOOPD
Oreo's Digital Shop: Real-Time Marketing Takes a Lot More Than One Tweet
Take Heed Our Formula for Success: 'The Three Ps'
Published: October 14, 2013