Real Time Social & ROI: Capture the moment #InternetWorld2013

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Real Time Social: How brands can plan for those unplanned occurrences, through having the right key ingredients to hand. Originally presented at #InternetWorld2013, Earls Court, London

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Real Time Social & ROI: Capture the moment #InternetWorld2013

  1. 1.          © 2013 TBG© 2013 TBGReal Time – All The TimeHow can I get the greatest value from myinvestment in Social Media?Karl Havard (@KarlHavard)Client Strategy DirectorTBG
  2. 2.          © 2013 TBG          © 2013 TBGWhat is Real-Time?Or a welltimedtweet!
  3. 3.          © 2013 TBG          © 2013 TBGReal-Time
  4. 4.          © 2013 TBG          © 2013 TBGExamples…
  5. 5.          © 2013 TBG          © 2013 TBG…and opportunities#WINNING
  6. 6.          © 2013 TBG          © 2013 TBGCommon ElementAll headline grabbers,with a common ingredient…
  7. 7.          © 2013 TBG          © 2013 TBGCommon Element#UNPLANNEDAll headline grabbers,with a common ingredient…
  8. 8.          © 2013 TBG          © 2013 TBGYet…this happenedWhat’s  happened?  
  9. 9.          © 2013 TBG          © 2013 TBGYet…this happened
  10. 10.          © 2013 TBG          © 2013 TBGDid they plan for the unplanned?#HONEST!VP  of  Cookies  at  Mondelez  Interna9onal  Lisa  Mann  
  11. 11.          © 2013 TBG          © 2013 TBGNecessary Ingredients#RELEVENCE#EXPERTISE#SPEED
  12. 12.          © 2013 TBG          © 2013 TBG%  #SPEEDTherefore,  marketers  also  need  to  adopt  2nd  screen  behaviour  
  13. 13.          © 2013 TBG          © 2013 TBG#RELEVANCETradi9onal  direct  marke9ng  CRM  principles  s9ll  apply…probably  even  more  so.  Brand,  Content  &  Audience  
  14. 14.          © 2013 TBG          © 2013 TBG#EXPERTISESERVING TECHNOLOGY
  15. 15.          © 2013 TBG          © 2013 TBGA random example
  16. 16.          © 2013 TBG          © 2013 TBGA random example
  17. 17.          © 2013 TBG          © 2013 TBGBefore & After
  18. 18.          © 2013 TBG          © 2013 TBGExample
  19. 19.          © 2013 TBG          © 2013 TBGThe gift that keeps giving
  20. 20.          © 2013 TBG          © 2013 TBGThe Impact?#ROI?
  21. 21.          © 2013 TBG          © 2013 TBGThe Metrics That MatterBuzzReachFollowersFansLikesRe-TweetsMentionsClick-­‐throughs  to  place  bets;  in  play  beNng,  and  changing  odds  etc.    [unique  tags  on  links]  
  22. 22.          © 2013 TBG          © 2013 TBGCorrelation•  Real  Time  oOen  means  the  “last  click”  does  win…  •  …because  it’s  the  only  click  •  Correla9ng  data  sources  will  indicate  the  rela9onship  •  However,  there  may  also  be  a  latency  effect,  due  to:  •  Convenience  •  Subsequent  coverage  
  23. 23.          © 2013 TBG          © 2013 TBGReal-Life ResultsWebsite Visits – Exposed RegionMassachusetts on January 1, 2013Website Visits – Control RegionColorado on January 1, 2013No lift during gametime but clear trafficincrease after the gamePost game spikesappear muchsmaller for controlregions
  24. 24.          © 2013 TBG© 2013 TBGReal Time – All The TimeHow can I get the greatest value from myinvestment in Social Media?Karl Havard (@KarlHavard)Client Strategy DirectorTBGThank you!

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