Catherine Merritt talks about how Oscar Mayer and the Belize Tourism Bureau used active listening to create a meaningful, popular, viral campaigns.

1. RIGHT TIME
ENGAGEMENT
Turning Relevant Social Media Moments
into Meaningful Opportunities
Catherine Merritt
@CathMerritt

2. 2

3. AND THEN THIS
HAPPENED
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4. 4

5. AND THIS…
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6. 6

7. AND SADLY,
THIS TOO…
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8. 8

9. HOW TO DO IT
RIGHT…
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10. Connecting quick
content to the
masses
The bigger the
audience the
better, OK if
competitors will be
there too
How it’s
being done
VS.
Connecting
GREAT content
to the RIGHT
community
VS.
Smaller, RIGHT
audience is fine;
everything can
be scaled
VS.
Creative idea >
speed
Photoshop +
Twitter
VS.
All media
channels (not
just social)
Costly listening
tools
VS.
How it
should be
done
EVERYWHERE!
Speed trumps
creative
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11. Right time
Right
content
Exceptional
Results
Right
community
Right
channels
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12. FOUR APPROACHES TO
RIGHT TIME ENGAGEMENT
Planned
Opportunities
Active
Listening
RTE
Influencer
Engagement
Reactive
Opportunities
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13. LET’S TALK
ABOUT A COUPLE
OF THEM
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14. THEY KEY TO
LIVING A
DELICIOUS LIFE…
HOW ACTIVE LISTENING LED TO AN OPPORTUNITY
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15. OSCAR MAYER
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16. OSCAR MAYER
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17. OSCAR MAYER
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18. OSCAR MAYER
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19. CONNECTING AN
INFLUENCER WITH
AN ICONIC MODE OF
TRANSPORTATION
INFLUENCER ENGAGEMENT FOR RIGHT TIME
OPPORTUNITIES
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20. DID YOU SEE THIS GUY ON VINE?

21. WELL, WE DID. AND WE THOUGHT HE
WAS HILARIOUS.

22. SO WE PAID HIM A VISIT…

23. AND WE SAW GREAT RESULTS

24. BREAKING BAD’S
TRIP TO BELIZE
TAKING A POTENTIAL NEGATIVE SITUATION AND
TURNING IT ON ITS HEAD
EXECUTED: AUGUST 2013

25. WHAT WE HEARD (AND WHAT IT MEANS)

26. WHERE A LOT OF PEOPLE SAW A
PROBLEM …

27. IT STARTED WITH TWEETS
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28. THEN WE EXTENDED AN INVITATION…

29. AND THEN THINGS WENT CRAZY
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30. THE BOTTOM LINE
More than 300 million (all
positive) media impressions
Ultimate tale of turning
lemons into lemonade

31. QUESTIONS?
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32. THANK YOU!
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