The recent real-time marketing coup by Oreo and its agency, 360i, during the Super Bowl blackout has had people talking about the next wave of social media marketing and advertising. And while that singular image of a delicious cookie, accompanied by a hyper-timely message, may serve as inspiration for other companies looking to evolve their own digital marketing initiatives, the reality is that few companies will ever be able to do what Oreo did. They simply lack the creative and human resources to be “always on” — producing real-time, inspired, first-party branded content to delight their fans. Most companies have very small teams responsible for social media marketing, and, in many cases, just one or two people responsible for developing the voices for their brands online.
According to the latest figures from comScore, Facebook’s user growth figures for April were down dramatically, with the social network up just 5 percent in unique visitors versus April 2011, following growth rates of 24 percent last year and 89 percent in April 2010.
Users’ anger over Facebook’s latest changes is softening a bit, enough to suggest eventual acceptance like what has occurred after every upgrade in the past.
Coca-Cola and Kraft Foods turned to digital agency 360i for help in creating interactive initiatives on Facebook.