#HappyTuesday Case Study: Real-Time Content Marketing Tips to Surprise & Delight

New Orleans Tourism Marketing Corporation (NOTMC) is on a mission to change how people feel about Tuesdays, which according to Buzzfeed is the WORST. We know a little something about how to enjoy a Tuesday (hint: Mardi Gras). But, really, every Tuesday in NOLA offers something interesting to do.

FSC Interactive is working with partner agency 360i on a #HappyTuesday campaign to surprise and delight Twitter users with a fresh take on the most hated day of the week. Here are 5 things to keep in mind when planning a real-time digital marketing effort:

5 Real-Time Content Marketing Tips

 

Know Your Audience

Twitter is a popular channel for NOTMC, with hundreds of thousands of posts using the campaign hashtag #FollowYourNOLA. Our community management team regularly seeks out and participates in conversations with Twitter followers asking questions about what to do in the city.

When our partner agency 360i discovered that Tuesday is the most hated day on social media, we listened closely and found that our community agreed. There was no shortage of complaints about the dreaded day. Luckily, the Twitter community was open to receiving positive surprises to cheer them up.

If you don’t know where the conversations are happening and what users are saying, be careful about jumping in too quickly. The most important rule is to give your audience what they want, not what you want to sell them.

Have a Plan and a Protocol

FSC worked closely with a team from 360i to create a real-time war room that found, vetted and responded to people all day Tuesday. This coordination required seamless timing and planning:

First, we identified someone having a bad day and made sure they weren’t just a serial complainer through a custom Hootsuite monitoring dashboard. Then, we drafted a post specific to the problem the unhappy person was facing, be it bad coffee or a boring day. Finally, the client and account team approved and analyzed content for any potential backlash before hitting publish.

Get Creative…and Personal

Each response was crafted with the intention of making the recipient smile based on their own likes and interests gathered from their profiles.

360i sent a video team to capture quick clips from notable locals with customized copy for several Tweets. The war room was buzzing with creative energy, and each idea built upon the other to get to the greatest result.

Don’t be afraid to take risks, collaborate and pull in the most creative minds to develop content that will resonate with your audience while staying authentic to your brand.

Follow Up

FSC Interactive extended the delight with a delivery of New Orleans goodies in the next few days to some of the people we surprised on Twitter. This continued the conversation and momentum around #HappyTuesday efforts when people posted pictures of their gifts:

It was also an additional prompt to make people fall in the love with the city and inspire visitation. Create long-lasting loyalty by keeping in touch with your supporters to develop a relationship.

Measure

Happiness may be the greatest reward, but not when it comes to ROI. FSC Interactive measured the success and performance of each post to gauge success and inform future messaging. So far, so good…

We even convinced BuzzFeed to reconsider the worst day of the week. Keep an eye out on Twitter and if you’re feeling down next Tuesday, tag #followyournola to let us know how we can bring some happiness to your day!