RTC Blog

From inside information to far out ideas, here's what
has captured our attention and spurred us into action.

How Jürgen Klinsmann Inspired a Nation to Play Hooky

A PHP Error was encountered

Severity: Notice

Message: Undefined property: stdClass::$thumbnail

Filename: blog/post.php

Line Number: 19

" width="664" height="243" alt="" />

Recently, my colleagues and I reaped the benefit of a marvelous social marketing move. On Wednesday Jürgen Klinsmann, the head coach of the US Men’s National Team (USMNT), tweeted out a note for US workers to give to their bosses excusing them from work. Why? Because that was when the USMNT was taking on Germany in a highly anticipated World Cup match, and Jürgen was calling for back-up. He got it. I’m happy to say that early Thursday morning, we received an official document from agency leadership that endorsed and approved Jurgen’s request.“Ole-ole-ole-ole” immediately surged through our office halls and we were primed. Watch parties popped up around the office at various screens and, in one form or another, people came together to support the US effort.

SocceRTC Work Note

Original Posted by @J_Klinsmann

Why was this such a great social marketing move? Let’s look at the components and see how we can all follow suit to increase social media impact and engagement:

  1. It’s relevant: In time and topic the tweet from Klinsmann was on target. While soccer is not the US national pastime, people have caught World Cup fever and 18 hours’ notice gave keen observers the perfect window to come together and devise a plan for the following morning.

  2. It supports a great story: No one expected the US Men’s team to do well in this year’s World Cup. C’mon, you know it’s true. Facing the team (Ghana) that sent us home from the last two World Cups, we had a long road ahead. By pulling out the victory, the USMNT became what so many sports fans live for, the scrappy underdog who doesn’t really have a chance, but hey, miracles happen sometimes. People love stories of overcoming adversity.

  3. It’s actionable: Great content and great ideas transcend the medium. This little tweet-pic was not only fun to share and support online, but it easily jumped off the screen and onto the page. The fact that someone printed, posted, and then re-scanned it so it could be shared throughout the company speaks volumes about engagement. Social media impact isn’t limited to likes, mentions, and retweets; it can create engagement among real-life, offline communities too. One tweet at our office galvanized one hundred. Get it?

  4. It’s win-win: A great way to test if something social is likely to spread is to ask yourself, “Who benefits from engaging with my content?” If the answer is just me (the author), then you should hear a foghorn and realize that was the wrong answer. If you chose the reader, your heart is in the right place… even if your head is not. This answer isn’t wrong, but there is a better option: If the content benefits both the author and the reader you get the best answer! In this case the USMNT got a ton of buzz and a groundswell of support and we got an unexpected break in the day where we could engage with co-workers and friends around a common interest.

While there are plenty of examples of good social media marketing out there, this really hit home for me. It was a great example of the things that can create impactful engagement and I was caught up in it just like everyone else. You don’t have to be on the national stage to re-create the effect that Jürgen Klinsmann did for his team. Think about how you can foster engagement in whatever space you play in. Just remember to make it relevant, support your story, make it actionable, and make it a win-win for you and your reader.

What do you think makes something engaging? We’d love to hear your thoughts or have you share examples of great social engagement in the comment section below.

And above all… GO Team USA! #letsdothis

Add a Comment

Perspectives Treffpunkt
#VXSafetyVideo 2014 Winter Olympics 23andme 3-d printers 3-d printing Adboe Adobe Gadget Adobe Magpie Adverse Events advertising advertising careers agency Airbnb Amazon American Airlines Amgen analysis analytics antisocial network app apple aranesp ArsTechnica augmented reality Benicar Bitcoin black box drugs black box warning blue button boomers Box brand to customer relationships Browser Release Announcement business Business Insider Cancer Candy Crush captain kirk Caregivers Circulars Citius Pharmaceuticals Click-to-Chat CNN commercial space travel communication communities community management consumer research cover photo cross-interface culture customer engagement customer engagement agency Customer Experience customer experience design customer relationship marketing CX D.C. Daiichi Sankyo data data analysis data driven marketing data management data modeling data-drivem dc DC Advertising DC digital marketing DC marketing dc week 2012 Delta design Development Devin Fernandez diagnostics Diclegis Digital digital advertising digital behavior digital marketing display DMP doctors economics economy efficacy claims Elena Zamolodchikova Emily White engagement marketing executive leadership f*** cancer facebook FarmVille Fast Company FDA FDA guidelines FDA Letters Federal Aviation Administration Fire Phone FitBit Forsman Bodenfors fun Gamification gaming gen-x gen-y generation mashup generations GenY Geordi La Forge gesture technology gestures global google Google Chrome google goggles google hummingbird Google Translate Google Wallet Grey London hcp hcp marketing health healthcare hitchBOT holodeck Huffington Post HuffPost Live hypospray IBM Ice-cream injections innovation inrix insights Instagram iPad iPhone james tiberius kirk Jean-Claude Van Damme Jell-O jet-injection JetBlue John Gerzema Juxtapid Kadmon Kickstarter language leadership letter from the editor life marketing marketing careers marketing DC Marketing Innovation marketing mix marketing promotions Mashable Matt Kruse medical apps medication medicine millennials mobile Mobile App Mobile Apps mobile experience Mobile Marketing mobile phone mobile technology mobile-first companies Moscow Mt. Gox MTV multi-channel planning Multisensory music Music Productivity neil young New York Times Bestseller next mobile experience organic search Oxford English Dictionary paid search park me app party patient health patient targeting patient-doctor relationship patient-level data Pay Phone people perspectives pharma pharmaceutical advertising Pharmaceutical Marketing pharmaceuticals photography pillpack Pinterest ponomusic Popmoney prescribing information prime directive principles relationship marketing relationships replicators Retail Retale ReWalk ribapak Ribasphere RibaPak RM Roy Sekoff RTC RTC Agency RTC Blog RTC Chatter RTC Dev Team Safety Video sara collis scanning secure search encryption segmented data Selfie SEO simulator Snap Chat Snapchat soccer social engagement Social Fixer social listening social media social media marketing social network Songza space space x staff StandWith Star Trek storify Subway summer Sung Kim Suprenza SXSW sxsw interactive SXSW14 Synesthesia team building technology Telecommunications telemedicine The Athena Doctrine translate translation translator trekkies tricorder tumblr twitter Twitter #Below10KFeet Twitter changes Uber US WorldMeds Vending Machine Venmo Virgin America virgin galactic virtual reality Visor Vital Technologies Corporatio Volvo Trucks washington Washington DC Washington DC ad agency Watson wearable technology Winsha Chen Women wondervoice World Cup Wunderman Wunderman Reports wunreports Yahoo Yahoo Finance Yahoo Mail Yahoo News YouTube zipcar