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Designing for Real-Time Marketing

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The Internet, more specifically social media, has increased the speed with which we communicate. We’re Tweeting, Facebooking, texting, Pinning, Instagramming, and checking in constantly. This steady …

The Internet, more specifically social media, has increased the speed with which we communicate. We’re Tweeting, Facebooking, texting, Pinning, Instagramming, and checking in constantly. This steady stream of information combined with the 24/7 news cycle has lead to the need for marketers to increase the speed of their engagement as well in an emerging field called “Real-time marketing.” Where there is marketing, there are designers. How do you design effectively for real-time marketing? This presentation focuses on best practices for designing for real-time marketing: what real-time marketing is, how it is being used, and how design plays a role.

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  • 1. DESIGNINGFor Real-Time Marketing Tyler Travitz Director, Interactive Design GolinHarris
  • 2. #smwDesigning4RTM
  • 3. WHO’S HERE?
  • 4. “design” WITH SOME “Design” This talk covers both pixels and planning.
  • 5. WARNING In addition to beer, this presentation also contains: •  cookies •  sharks •  wardrobe “malfunctions” •  Kate Upton •  suggestive polar bears
  • 6. RTM DEFINED Authentic communication delivered at the right time and place, with the right message, often linked to other stimuli. “ ”
  • 7. OPPORTUNISTIC RTM Commentary on the moment Includes other content Human driven Organic
  • 8. IT ALL STARTED WHEN…
  • 9. EXAMPLES
  • 10. EXAMPLES
  • 11. EXAMPLES
  • 12. EXAMPLES
  • 13. EXAMPLES
  • 14. EXAMPLES
  • 15. WHICH HAS LED TO…
  • 16. “Brands need content that will generate positive engagement to justify their social media team’s work. A lot of clients don’t know how to measure social media value, so having more of something even the client doesn’t understand, such as engagement, feels like success. Real-time gives brands something to talk about…” – RTM Sucks Owner Digiday Interview September 25th
  • 17. AND… “Ultimately, the fact is that real-time marketing -- even in the worst cases -- is noticed by few and forgotten by most. Maybe your time -- real and otherwise -- would be better spent jumping on the next marketing trend.”
  • 18. SO… Are they right? Yes, and no.
  • 19. YES Many brands are trying too hard to recreate the “dunk in the dark” moment. RTM is about singles, not homeruns. Shift to “Always-on”
  • 20. NO RTM Works. 1 Amplifies other marketing efforts 2 Changes consumer behavior http://RTMresearch.com
  • 21. CHANGES CONSUMER BEHAVIOR http://RTMresearch.com
  • 22. HOW?
  • 23. BEST PRACTICES FOR REAL-TIME CONTENT CREATORS
  • 24. PROCESS Keep the kitchen door closed.
  • 25. COOKS IN THE KITCHEN Account Management Creative Community Managers Client Legal
  • 26. COLLABORATION
  • 27. PROCESS Plan but also, plan for.
  • 28. PLAN, BUT ALSO PLAN FOR… Pregame National Anthem Coin Toss Commercials Game Halftime Show Outcome MVP Winner/Loser
  • 29. PLAN, BUT ALSO PLAN FOR…
  • 30. PROCESS Plan, but also plan for…
  • 31. CONTENT Content calendars are necessary, but shouldn’t be your entire strategy.
  • 32. CONTENT Hyper-relevant, super timely. “Now more than at any other time in history, speed and agility are decisive competitive advantages.” - David Meerman Scott Realtime Marketing & PR
  • 33. CONTENT
  • 34. RELEVANCE, TIMELINESS
  • 35. PROCESS Analytics Strategy Topic Planning Creative Development Measure
  • 36. CONTENT Know when to say nothing.
  • 37. CREATIVE Establish a visual voice
  • 38. CREATIVE Channel Matters
  • 39. CREATIVE
  • 40. CREATIVE
  • 41. CREATIVE Changing your workflow Concept Design Review Revise Review Revise Approve Publish
  • 42. RTM WORKFLOW Insight Idea Ceate Review (Revise) Publish
  • 43. CREATIVE Balancing speed and execution
  • 44. RTM WORKFLOW Stay lo-fi for as long as possible
  • 45. CHALLENGES
  • 46. CHALLENGES Moving beyond Facebook, Twitter
  • 47. CHALLENGES Subjectivity
  • 48. SUBJECTIVITY
  • 49. CHALLENGES Quality
  • 50. QUALITY
  • 51. CHALLENGES Legacy
  • 52. BUZZ(WORD) KILL Real-Time Marketing
  • 53. THANK YOU! @tylertravitz @golinharris

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