#TDISXSW

We built the beehive,
now where are the flowers?
#TDISXSW
#AlwaysOn

Achieving Real-time Relevancy:
Moving at the speed of you
Jon-Paul Jacques – Executive Creative Direct...
#TDISXSW
#AlwaysOn

Defining Real-time Relevancy
#TDISXSW
#AlwaysOn

SXSW // The term “real-time relevancy” may seem
like the latest buzzword is marketing bingo, but it’s
...
Elements of Relevant Communication

• Have a deep understanding of your brand and your audience
• Create relevant connecti...
#TDISXSW
#AlwaysOn

Delivering Value in Real-time
#TDISXSW
#AlwaysOn

SXSW // What’s the value or benefit of communicating
in real-time? How do you prove this to a company ...
Measuring the Effectiveness of Real-time

• Which tools offer the best metrics to help you modify and evolve your
communic...
#TDISXSW
#AlwaysOn

Supporting the Real-time Model
#TDISXSW
#AlwaysOn

SXSW // How are you approaching real-time
relevancy?
Building a New Structure

#TDISXSW
#AlwaysOn

• You must realign your staff to create deeper collaboration across
discipli...
#TDISXSW
#AlwaysOn

Sharing Real-time Examples
#TDISXSW
#AlwaysOn

SXSW // What companies or brands do you
think are doing real-time relevancy well?
Real-time Examples

• Who were the early adopters of this model?
• How does this model differ across cultures?

#TDISXSW
#...
#TDISXSW
#AlwaysOn

Evolving Real-time Relevancy
#TDISXSW

Ford + Vine
#TDISXSW
#AlwaysOn

SXSW // What have you learned?
What are some of the pitfalls to avoid?
Learning by Doing

• What are examples of opportunities you may have missed?
• Know that a plan cannot account for every s...
Thank You.

• Connect with Team Detroit
–
–
–
–

Twitter
Instagram
Tumblr
Facebook

#tdisxsw
#AlwaysOn

#TDISXSW
#AlwaysOn
Building Relationships Through Real-Time Relevance
Building Relationships Through Real-Time Relevance
Building Relationships Through Real-Time Relevance
Building Relationships Through Real-Time Relevance
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Building Relationships Through Real-Time Relevance

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Global Marketing is immensely complicated, but you can leverage information and technology to create individual moments of connection that build lasting impact for a brand. Creating content that is relevant to each user’s brand experience requires a unique understanding of consumer’s motivations.

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Building Relationships Through Real-Time Relevance

  1. 1. #TDISXSW We built the beehive, now where are the flowers?
  2. 2. #TDISXSW #AlwaysOn Achieving Real-time Relevancy: Moving at the speed of you Jon-Paul Jacques – Executive Creative Director, Blue Hive Shanghai Lizz Linabury – Senior Digital Strategist, Team Detroit Scott Mills – Director, Brand Strategy – Digital, Team Detroit Stuart O'Neil – Executive Creative Director, Team Detroit #AlwaysOn
  3. 3. #TDISXSW #AlwaysOn Defining Real-time Relevancy
  4. 4. #TDISXSW #AlwaysOn SXSW // The term “real-time relevancy” may seem like the latest buzzword is marketing bingo, but it’s something that companies are placing a lot of value and weight in, but what is it? What does it mean to you?
  5. 5. Elements of Relevant Communication • Have a deep understanding of your brand and your audience • Create relevant connections with the brand • Project a consistent expression of the brand • Evolve the conversation based upon metrics • Create unexpected moments of connection #TDISXSW #AlwaysOn
  6. 6. #TDISXSW #AlwaysOn Delivering Value in Real-time
  7. 7. #TDISXSW #AlwaysOn SXSW // What’s the value or benefit of communicating in real-time? How do you prove this to a company or client who might have apprehensions?
  8. 8. Measuring the Effectiveness of Real-time • Which tools offer the best metrics to help you modify and evolve your communications? • Can you correlate real-time communications directly to sales? #TDISXSW #AlwaysOn
  9. 9. #TDISXSW #AlwaysOn Supporting the Real-time Model
  10. 10. #TDISXSW #AlwaysOn SXSW // How are you approaching real-time relevancy?
  11. 11. Building a New Structure #TDISXSW #AlwaysOn • You must realign your staff to create deeper collaboration across disciplines, resulting in quicker, targeted communications. • Choose not to rely on traditional models (e.g. Facebook) – Surprise and Delight your audience with the unexpected • If you don’t have the answer, connect consumers with an authority who does
  12. 12. #TDISXSW #AlwaysOn Sharing Real-time Examples
  13. 13. #TDISXSW #AlwaysOn SXSW // What companies or brands do you think are doing real-time relevancy well?
  14. 14. Real-time Examples • Who were the early adopters of this model? • How does this model differ across cultures? #TDISXSW #AlwaysOn
  15. 15. #TDISXSW #AlwaysOn Evolving Real-time Relevancy
  16. 16. #TDISXSW Ford + Vine
  17. 17. #TDISXSW #AlwaysOn SXSW // What have you learned? What are some of the pitfalls to avoid?
  18. 18. Learning by Doing • What are examples of opportunities you may have missed? • Know that a plan cannot account for every scenario and continuously reevaluate your efforts #TDISXSW #AlwaysOn
  19. 19. Thank You. • Connect with Team Detroit – – – – Twitter Instagram Tumblr Facebook #tdisxsw #AlwaysOn #TDISXSW #AlwaysOn

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