Be Prepared
360i already knew that it wanted to
make Oreo's voice heard during the
Super Bowl. The agency didn't know
what it was going to do, but it knew it
was going to be ready for whatever
came its way. 360i had already
assembled a team into a 'war room'
that was scrutinizing every moment
of the game and waiting for just the
right one to speak up. The blackout
might have been completely random,
but 360i's approach was meticulously
planned.
If you want a better chance of
making an impact, have all of the
tools you'll need ready in advance.
First, choose which upcoming events
you'd like to participate in so you
have enough time to prepare. Most
of us don't have large social media
teams to fill a war room with, but
do the best with what you've got. If
possible, create assets in advance
that can be adapted at the last
minute (e.g. an image congratulating
the winner of the Super Bowl that
you can quickly change the name
of the team to). If you have a team
monitoring an event, ensure that
everyone is briefed on your goals
and what their roles are. Additionally,
whether you're in the same room or
working remotely, you need to be
able to effectively communicate and
work collaboratively. Finally, ensure
that whoever needs to approve
your content is on the same page
and participating as well. If you
need 3 days to get the final stamp
of approval before sending your
message out, there's not much point
in trying RTM, is there?
Watch & Listen Carefully
Be sure to closely follow the event
as it unfolds to make sure you truly
understand what is happening. If you
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