0
Real Time…
Leveraging the “Now”
#SMWCPH – 21/02/2014

#SMWDLBi

@ideasoutloud
Me…

@ideasoutloud
Gus Murray
Nordic Director of
Social Media

#SMWDLBi

#UltraMarathoner
#Australian
#ImmigrationNinja
#H...
Some of our social clients:

#SMWDLBi

@ideasoutloud
This week you’ve been spoiled…

Design
#SMWDLBi

Search
@ideasoutloud

Data
4
What is Real Time
Marketing?

#SMWDLBi

@ideasoutloud
"Real-time marketing offers the
potential for massive reach and
amazing engagement without the
capital cost association of ...
#SMWDLBi

@ideasoutloud
Real-time marketing isn’t
new. It’s about recognizing
an opportunity and
responding to it.
#SMWDLBi

@ideasoutloud
We have two challenges:

+
Time
#SMWDLBi

@ideasoutloud

Attention
On average consumers
only engage with brands for

6.5 seconds
#SMWDLBi

@ideasoutloud
Our aim:

News
Feeds
(Discovery)

#SMWDLBi

Social
Search

@ideasoutloud

Search
(Intent)

11
OWNE
D

Our World:

EARNED

PAID

#SMWDLBi

@ideasoutloud
Our customers world:

Inform

Utility

Recognize

Reward

Entertain

You enlighten
and inform
me.

You offer tools
that hel...
Today audiences are turning to
multiple channels for news and
they’re receiving a massive amount
of information from each ...
#hurricanesandy
Peak volume of tweets with
the hashtag #hurricanesandy.

1.600
per
minute

Number of pictures with the tag...
Real-Time, Adaptive, Anticipative…

#SMWDLBi

@ideasoutloud

16
Right
Message

17	
  

#SMWDLBi

Right
Audience

@ideasoutloud

Right
Time
Timely content yields increased engagement

Timeliness

Real-time
marketing

Billboard
Print
ad	
  
Digital
marketing

Pla...
Real-time marketing is not a new
concept. It’s about about
recognizing an opportunity and
responding to it.

#SMWDLBi

@id...
#SMWDLBi

@ideasoutloud

20
Today:
Trigger

Creative
content
development

REAL-TIME
MARKETING

Media
purchase

Measurement
& analytics

Promotion &
en...
6 Trigger Types

#SMWDLBi

@ideasoutloud
Planned
Location
-Based

Brand
Event

Predictive
Analytics
Anticipated
Event

Reactive

Proactive

Brand/
Customer
Interac...
#1 Breaking News
- Reactive & Unplanned

#SMWDLBi

@ideasoutloud
Politics

#SMWDLBi

@ideasoutloud

25
Crisis

#SMWDLBi

@ideasoutloud

26
Cause

#SMWDLBi

@ideasoutloud

27
#fail

#SMWDLBi

@ideasoutloud

28
#2 Brand / Customer
Interaction

#SMWDLBi

@ideasoutloud
Customer

#SMWDLBi

@ideasoutloud

30
Brand
Brand
On
Brand

#SMWDLBi

@ideasoutloud

31
#SMWDLBi

@ideasoutloud

32
Brand
Brand
on
Brand

#SMWDLBi

@ideasoutloud

33
Brand
Customer

#SMWDLBi

@ideasoutloud

34
Sochi
Problems

#SMWDLBi

@ideasoutloud

35
Solution
#1

#SMWDLBi

@ideasoutloud

36
Solution
#2

#SMWDLBi

@ideasoutloud

37
#3 Anticipated Events

#SMWDLBi

@ideasoutloud
Super
Brand
Bowl

#SMWDLBi

@ideasoutloud

39
Super
Bowl

#SMWDLBi

@ideasoutloud

40
Super
Bowl

#SMWDLBi

@ideasoutloud

41
Emmy’s

#SMWDLBi

@ideasoutloud

42
Oscars

#SMWDLBi

@ideasoutloud

43
#4 Predictive Event

#SMWDLBi

@ideasoutloud
Days to
Celebrate

#SMWDLBi

@ideasoutloud

45
Holidays

#SMWDLBi

@ideasoutloud

46
National
Days

#SMWDLBi

@ideasoutloud

47
Special

#SMWDLBi

@ideasoutloud

48
OnlineOffline

#SMWDLBi

@ideasoutloud

49
#5 Brand Events

#SMWDLBi

@ideasoutloud
#NYFW

#SMWDLBi

@ideasoutloud

51
Small
Biz Sat

#SMWDLBi

@ideasoutloud

52
XMAS
Event

#SMWDLBi

@ideasoutloud

53
#SMWDLBi

@ideasoutloud

54
#TripleE

#SMWDLBi

@ideasoutloud

55
#TripleE

#SMWDLBi

@ideasoutloud

56
#SMWDLBi

@ideasoutloud

57
#6 Location Based

#SMWDLBi

@ideasoutloud
Partners

#SMWDLBi

@ideasoutloud

59
Charity

#SMWDLBi

@ideasoutloud

60
Real Time Media
Buys

#SMWDLBi

@ideasoutloud
Dark posting?

#SMWDLBi

@ideasoutloud
A more effective delivery
mechanism.

#SMWDLBi

@ideasoutloud

63
Newsfeed
Fatigue

#SMWDLBi

@ideasoutloud

64
Interest

#SMWDLBi

@ideasoutloud

65
Weather

#SMWDLBi

@ideasoutloud

66
Inventory

#SMWDLBi

@ideasoutloud

67
Competitor
Ads

#SMWDLBi

@ideasoutloud

68
Web
Traffic

#SMWDLBi

@ideasoutloud

69
Foot
Traffic

#SMWDLBi

@ideasoutloud

70
Engaged
last

#SMWDLBi

@ideasoutloud

71
SOCIAL AS A
SERVICE
#SMWDLBi

@ideasoutloud
In closing

#SMWDLBi

@ideasoutloud
Trigger

Creative
content
development

REAL-TIME
MARKETING

Media
purchase

Measurement
& analytics

Promotion &
engagemen...
Four rules of Real Time

Valuable

Of Interest

#SMWDLBi

@ideasoutloud

Shareable

Thumb
Friendly
Remember:
We want to look for the best
opportunity. We’re not looking for all
of the opportunities.

#SMWDLBi

@ideasoutlo...
Thank you

#SMWDLBi

@ideasoutloud
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Social Media Week 2014 @DigitasLBi: Real time marketing

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DigitasLBi’s social media expert and SMW Speaker of the Year 2013 Gus Murray, shares his experiences working for leading Nordic brands on the future of Content Marketing.

He’ll explore how businesses can deliver Real-Time Marketing, Relevancy in an increasingly noisy world and leverage Response Planning.

Covered in this presentation:
• Why Twitter is the most misunderstood platform and a brands biggest opportunity,
• Social as a service opportunity,
• Long-Form vs. Short-Form content, and
• “Dark Posting” and the rethinking of social ads.

Published in: Marketing
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Transcript of "Social Media Week 2014 @DigitasLBi: Real time marketing"

  1. 1. Real Time… Leveraging the “Now” #SMWCPH – 21/02/2014 #SMWDLBi @ideasoutloud
  2. 2. Me… @ideasoutloud Gus Murray Nordic Director of Social Media #SMWDLBi #UltraMarathoner #Australian #ImmigrationNinja #HugosHuman @ideasoutloud 2
  3. 3. Some of our social clients: #SMWDLBi @ideasoutloud
  4. 4. This week you’ve been spoiled… Design #SMWDLBi Search @ideasoutloud Data 4
  5. 5. What is Real Time Marketing? #SMWDLBi @ideasoutloud
  6. 6. "Real-time marketing offers the potential for massive reach and amazing engagement without the capital cost association of marketing campaigns," #SMWDLBi @ideasoutloud 6
  7. 7. #SMWDLBi @ideasoutloud
  8. 8. Real-time marketing isn’t new. It’s about recognizing an opportunity and responding to it. #SMWDLBi @ideasoutloud
  9. 9. We have two challenges: + Time #SMWDLBi @ideasoutloud Attention
  10. 10. On average consumers only engage with brands for 6.5 seconds #SMWDLBi @ideasoutloud
  11. 11. Our aim: News Feeds (Discovery) #SMWDLBi Social Search @ideasoutloud Search (Intent) 11
  12. 12. OWNE D Our World: EARNED PAID #SMWDLBi @ideasoutloud
  13. 13. Our customers world: Inform Utility Recognize Reward Entertain You enlighten and inform me. You offer tools that help me. You appreciate me and my contribution. You give me value adding benefits. You amuse and surprise me. #SMWDLBi @ideasoutloud 13
  14. 14. Today audiences are turning to multiple channels for news and they’re receiving a massive amount of information from each one. #SMWDLBi @ideasoutloud 14
  15. 15. #hurricanesandy Peak volume of tweets with the hashtag #hurricanesandy. 1.600 per minute Number of pictures with the tag #sandy uploaded to Instagram in peak hours. The most shared term on Facebook 31. October 2012. 10 per second “We are ok” #SMWDLBi @ideasoutloud 15
  16. 16. Real-Time, Adaptive, Anticipative… #SMWDLBi @ideasoutloud 16
  17. 17. Right Message 17   #SMWDLBi Right Audience @ideasoutloud Right Time
  18. 18. Timely content yields increased engagement Timeliness Real-time marketing Billboard Print ad   Digital marketing Planned marketing TV Engagement #SMWDLBi @ideasoutloud 18
  19. 19. Real-time marketing is not a new concept. It’s about about recognizing an opportunity and responding to it. #SMWDLBi @ideasoutloud 19
  20. 20. #SMWDLBi @ideasoutloud 20
  21. 21. Today: Trigger Creative content development REAL-TIME MARKETING Media purchase Measurement & analytics Promotion & engagement #SMWDLBi @ideasoutloud 21
  22. 22. 6 Trigger Types #SMWDLBi @ideasoutloud
  23. 23. Planned Location -Based Brand Event Predictive Analytics Anticipated Event Reactive Proactive Brand/ Customer Interaction News/ Crisis/ Politics Unplanned #SMWDLBi @ideasoutloud 23
  24. 24. #1 Breaking News - Reactive & Unplanned #SMWDLBi @ideasoutloud
  25. 25. Politics #SMWDLBi @ideasoutloud 25
  26. 26. Crisis #SMWDLBi @ideasoutloud 26
  27. 27. Cause #SMWDLBi @ideasoutloud 27
  28. 28. #fail #SMWDLBi @ideasoutloud 28
  29. 29. #2 Brand / Customer Interaction #SMWDLBi @ideasoutloud
  30. 30. Customer #SMWDLBi @ideasoutloud 30
  31. 31. Brand Brand On Brand #SMWDLBi @ideasoutloud 31
  32. 32. #SMWDLBi @ideasoutloud 32
  33. 33. Brand Brand on Brand #SMWDLBi @ideasoutloud 33
  34. 34. Brand Customer #SMWDLBi @ideasoutloud 34
  35. 35. Sochi Problems #SMWDLBi @ideasoutloud 35
  36. 36. Solution #1 #SMWDLBi @ideasoutloud 36
  37. 37. Solution #2 #SMWDLBi @ideasoutloud 37
  38. 38. #3 Anticipated Events #SMWDLBi @ideasoutloud
  39. 39. Super Brand Bowl #SMWDLBi @ideasoutloud 39
  40. 40. Super Bowl #SMWDLBi @ideasoutloud 40
  41. 41. Super Bowl #SMWDLBi @ideasoutloud 41
  42. 42. Emmy’s #SMWDLBi @ideasoutloud 42
  43. 43. Oscars #SMWDLBi @ideasoutloud 43
  44. 44. #4 Predictive Event #SMWDLBi @ideasoutloud
  45. 45. Days to Celebrate #SMWDLBi @ideasoutloud 45
  46. 46. Holidays #SMWDLBi @ideasoutloud 46
  47. 47. National Days #SMWDLBi @ideasoutloud 47
  48. 48. Special #SMWDLBi @ideasoutloud 48
  49. 49. OnlineOffline #SMWDLBi @ideasoutloud 49
  50. 50. #5 Brand Events #SMWDLBi @ideasoutloud
  51. 51. #NYFW #SMWDLBi @ideasoutloud 51
  52. 52. Small Biz Sat #SMWDLBi @ideasoutloud 52
  53. 53. XMAS Event #SMWDLBi @ideasoutloud 53
  54. 54. #SMWDLBi @ideasoutloud 54
  55. 55. #TripleE #SMWDLBi @ideasoutloud 55
  56. 56. #TripleE #SMWDLBi @ideasoutloud 56
  57. 57. #SMWDLBi @ideasoutloud 57
  58. 58. #6 Location Based #SMWDLBi @ideasoutloud
  59. 59. Partners #SMWDLBi @ideasoutloud 59
  60. 60. Charity #SMWDLBi @ideasoutloud 60
  61. 61. Real Time Media Buys #SMWDLBi @ideasoutloud
  62. 62. Dark posting? #SMWDLBi @ideasoutloud
  63. 63. A more effective delivery mechanism. #SMWDLBi @ideasoutloud 63
  64. 64. Newsfeed Fatigue #SMWDLBi @ideasoutloud 64
  65. 65. Interest #SMWDLBi @ideasoutloud 65
  66. 66. Weather #SMWDLBi @ideasoutloud 66
  67. 67. Inventory #SMWDLBi @ideasoutloud 67
  68. 68. Competitor Ads #SMWDLBi @ideasoutloud 68
  69. 69. Web Traffic #SMWDLBi @ideasoutloud 69
  70. 70. Foot Traffic #SMWDLBi @ideasoutloud 70
  71. 71. Engaged last #SMWDLBi @ideasoutloud 71
  72. 72. SOCIAL AS A SERVICE #SMWDLBi @ideasoutloud
  73. 73. In closing #SMWDLBi @ideasoutloud
  74. 74. Trigger Creative content development REAL-TIME MARKETING Media purchase Measurement & analytics Promotion & engagement #SMWDLBi @ideasoutloud 74
  75. 75. Four rules of Real Time Valuable Of Interest #SMWDLBi @ideasoutloud Shareable Thumb Friendly
  76. 76. Remember: We want to look for the best opportunity. We’re not looking for all of the opportunities. #SMWDLBi @ideasoutloud 76
  77. 77. Thank you #SMWDLBi @ideasoutloud
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