Sotrender proved that real-time marketing in social media really worked, bringing very unprecedented high engagement. Moreover, the study enabled us to find the factors which helped the most on Twitter and Facebook – the real-time marketing social recipe for success.

1. In the 79th minute of World Cup game Uruguay – Italy Luis
Suarez bit his Italian opponent Giorgio Chiellini. For
Suarez, one of the biggest stars of nowadays soccer, it was the
3rd biting over last years! No wonder, the Internet memes
flourished immediately. Furthermore, many brands tried to
use this incident for their own real-time marketing, aiming
at hijacking the news and attracting the interest. Analysis of
Sotrender proved that real-time marketing in social media
really worked, bringing very unprecedented high engagement.
Moreover, the study enabled us to find the factors which
helped the most on Twitter and Facebook – the real-time
marketing social recipe for success.
Real-time marketing recipe for
success: The case of Suarez

2. In the 79th minute of World Cup game Uruguay – Italy Luis Suarez bit his Italian
opponent Giorgio Chiellini. Many brands tried to use this incident for their own real-time
marketing, aiming at hijacking the news and attracting the interest.
Analysis of Sotrender proved that the real-time marketing in social media really
worked, bringing very unprecedented high engagement. Moreover, the study enabled us
to find the factors which helped the most on Twitter and Facebook – the real-time
marketing social recipe for success.
Real-time marketing recipe for success:
The case of Suarez

3. First, we looked for the most popular memes referring to the case that included a hashtag
or a tag related to Suarez. On the next slide you can see the posts and tweets that
gained the highest number of interactions (likes, comments, shares in the case of
Facebook and RTs and favorites in the case of Twitter).
The most popular posts and tweets of
brands

4. The most popular posts and tweets of
brands
The most popular Facebook
posts were published by:
musician Sharam,
journalist Rachel Nichols
and Takeaway.com UK | Order
Food Online.

5. The most popular posts and tweets of brands
The most popular tweets were
published by: McDonald’s
Uruguay, Nando’s and Snicker
s.

6. Does real-time marketing on Facebook & Twitter
really engage?
Clearly, brands wanted to hit the moment to attract
interest of fans. Sotrender compared the results
of an average brand post published in June on
Twitter and Facebook with the results of average
posts regarding Suarez.
Tweets of McDonald’s Uruguay, for example,
usually provoke about 14 users’ activities. In
comparison, their tweet regarding Suarez got over
86588 RTs and favs more! It means that the tweet
regarding Suarez was over 6k times better than
an average McDonald’s tweet.

7. Is there a recipe for success in social media real-
time marketing?
As we explained our previous article about real-time marketing content regarding the Royal
Baby, the key to success in newsjacking is to be fast. But as the analysis of the Suarez
case proves, good timing was definitely more important on Facebook than on Twitter.
It is recommended to use pictures in newsjacking content, but preparing it means spending
additional time. In the case of Facebook, every additional hour resulted in the decrease
of the number of activities from 3% to 10%.

8. Is there a recipe for success in social media real-
time marketing?
The analysis shows also that on
Facebook posts with photos performed
much better than those without, while
on Twitter they didn’t matter.
Adding a text on a picture resulted in
200% higher number of relative
Facebook activities (i.e. these counted
for the number of fans).
The use of popular hashtags didn’t
affected the number of activities. The only
mention that had influence on the
number of retweets and favs was
@Luis16suarez.

9. Luckily, even with help of Sotrender you cannot control
everything in social media. There is also one more factor
– we call it The Fun Factor.
Your real-time marketing memes might be perfectly
crafted and timed, but they need to be funny too. And
in this competition, in our opinion, the winner is Sharam.
Congratulations!
Real-time marketing recipe for
success: The case of Suarez

10. Thank you!
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Twitter.com/sotrender
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