Real Time or Die:
Feeding the Social Content Beast
Carmen Hill
Content Director
Babcock & Jenkins
Today You Will Learn
• Why real-time content should be a key part of
your marketing strategy
• How other businesses are fi...
About Me
Carmen Hill
Content & Social Media Director
Babcock & Jenkins
Follow me on Twitter: @carmenhill
Agenda
•
•
•
•

Real-time reality: industry trends
Real-world B2B and B2C examples
Real-time strategies
Real-time tactics ...
Content at the speed of news

REAL-TIME REALITY
“It's a real-time world now,
and if you're not engaged,
then you're on your way to
marketplace irrelevance.”
— David Meerm...
What’s Driving the Need for Speed?
• Mobile, multi-screen
world
• Social media
• 24/7 news cycle
What’s Driving the Need for Speed?
Feeding the Beast
“The rigid campaignbased model of
advertising, perfected
over decades of oneway mass media, is
headed fo...
Feeding the Beast
“Brands will need to
create an enormous
amount of
useful, appealing, and
timely content.”
— Baba Shetty ...
―There will be billions of
interaction points that will place
enormous demands on brands
to create and deliver just the
ri...
What Is Real-Time Content?
• Now: unexpected opportunities
– Breaking news and live events
– Social mentions

• Near now: ...
How real B2B and B2C brands are seizing the moment

REAL TIME. REAL WORLD.
Breaking News & Events
―Unplanned real-time
moments humanize
brands.‖
— Adam Bain, President, Global Revenue, Twitter
Social Mentions
Real-Time Data
• ADP processes
payrolls for about 25
million workers
• Uses data to create
monthly reports about
employmen...
Real-Time Data
―We do lots of different
things at ADP beside
payroll. By producing
this content, people
know more about us...
Anticipated News
Source: Google
Event Coverage
Created News
What YOU can do:
• ―Cover‖ relevant industry events
– Live tweets and blog posts
– Interviews with speakers and noted atte...
Plan in advance. Act in the moment.

REAL-TIME STRATEGIES
Improvise… with a Plan

Goals &
Objectives

Audience
Insights

Listen &
Learn

Guidelines
&
Governance
Start with Goals & Objectives
Audience Insights
• Who is your target
audience?
• What do they care
about?
• What are they talking
about?
• Where are the...
Social Content Calendar

Source: Hubspot
Guidelines & Governance

Reward

Risk
Source: Bryan Boettger, Chief Creative Officer of The Buddy Group
Keeping your ear to the ground for content opportunities

REAL-TIME TOOLS
Move The Needle
Get Started
Create—or update—your editorial calendar
to include real-time social content
• Add events and assign someone t...
Key Takeaways
1.
2.
3.
4.
5.

Listen before you speak.
Think like a reporter—with a nose for news.
Respond quickly, but wi...
Thank You!
Learn more at

www.onlinemarketinginstitute.org
Real Time or Die: Feeding the Content Beast
Real Time or Die: Feeding the Content Beast
Real Time or Die: Feeding the Content Beast
Real Time or Die: Feeding the Content Beast
Real Time or Die: Feeding the Content Beast
Real Time or Die: Feeding the Content Beast
Real Time or Die: Feeding the Content Beast
Real Time or Die: Feeding the Content Beast
Real Time or Die: Feeding the Content Beast
Real Time or Die: Feeding the Content Beast
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Real Time or Die: Feeding the Content Beast

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Create high-impact content at a higher velocity.

Remember when you had weeks—or even months—to plan, produce and perfect your videos, articles and brochures? If you ever had that luxury, those days are gone. Anyone with a smartphone and a bit of creativity can shoot decent video and share it with the world in a matter of minutes. See how top brands, bloggers and media outlets are producing high-impact content at higher velocity, and get expert tips for feeding your own content beast.

OMI course: http://www.onlinemarketinginstitute.org/classes-2/real-time-or-die-feeding-the-content-beast/

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  • “Brands will need to create an enormous amount of useful, appealing, and timely content. To get there, brands will have to leave behind organizations and thinking built solely around the campaign model, and instead adopt the defining characteristics of the real-time, data-driven newsroom — a model that's prolific, agile and audience-centric.”— Baba Shetty and Jerry Wind, Harvard Business Review
  • http://wfoa.wharton.upenn.edu/perspective/jacquesbughin/
  • Another example was Audi tweeting that they could bring their headlights into the stadium. Sharing the experience in an authentic way.
  • @bklein34: Takes significant planning and an army of people to create effective RTC in advertising & social via @gregg_heard #humanize #sxsw #ATTSXSW@morphiss: Real-time #agilemarketing requires significant planning@Marketing_Mag: Real time marketing should feel instant to consumers but it takes a lot of prep work and approval. #humanize #sxswMars admits, they came up with a great real-time marketing tweet two weeks late
  • GolinHarris: The Bridge. Engagement Centers. With 13 command centers across the world, the Bridge pairs mainstream and digital media experts with creative specialists like copywriters, digital designers and video producers to uncover storytelling opportunities in real time, deliver critical business insights, engage influencers and customers and create the content that shapes news and conversations.
  • Geeky moment gives TI 800% surge in social mediaThe engineers at Texas Instruments (TI) make the chips that make technology work. They’re an elite unit with a geeky reputation. And they’re proud of it. That’s why the Bridge team jumped into action when they spotted chatter around “Geek Pride Day” a full week before the May 25 holiday. GolinHarris designed a “What Kind of Geek Are You?” flowchart to help the semiconductor company own the holiday. The visual generated media coverage on CNN.com, Wired and in a host of trade outlets. This single Facebook post increased TI’s social interactions by 800% over its previous best.
  • Highly anticipated reports such as Mary Meeker’s Internet Trends Report is a great opportunity to insert yourself into timely, relevant conversations. Unlike breaking news, this is something you can plan ahead for. Get it on your editorial calendar. Have your team ready to report on it. Brainstorm content.Don’t have an editorial calendar? We’ll talk about that a bit later.
  • For example, the data in Mary Meeker’s report can be used to create infographics, like this one that Google did on mobility.
  • News you make yourself: Red Bull’s Felix Bamgartner freefall event
  • Memes…whether spontaneous or those you create yourself… provide lots of opportunities for real time social content. Marketo uses this approach on their Facebook page for both serious and silly content.
  • Goals & objectivesAudience insightsListening:Topics & trendsBrand/message frameworkGuidelines & GovernanceBuy-in from legal and other stakeholders
  • Increase awarenessEstablish thought leadershipDrive more web traffic
  • http://fundraisingcoach.com/2013/06/07/content-calendar-templates-for-social-media/
  • Have to balance the need for speed with quality considerations, brand requirements Mars Chocolate spent 10 hours deciding if the red M&M would get 'naked' at the Super Bowl.Debra Sandler of Mars says they came up with a great real-time marketing tweet two weeks late
  • Bryan Boettger, The Buddy GroupLink to list of social guidelines: http://socialmediagovernance.com/policies.php
  • Tweetdeck or other Twitter client
  • Google Trends
  • Feed.ly
  • Free social monitoring tools
  • Identify themes, topics, events that you should monitor for real time content opportunitiesMonitor via RSS, Twitter, SMM tools, etc.Sketch out real-time scenarios and create content that can be used
  • Get out there and listen, either with a paid social monitoring tool like Radian6 or Sysomos or with free or “freemium” tools. . Identify trending topics, communities, influencers, opportunitiesFollow the news, follow your industry, follow influencers—and always be looking for opportunities to be part of conversations.Plan and monitor strategically; respond in the moment.
  • Real Time or Die: Feeding the Content Beast

    1. 1. Real Time or Die: Feeding the Social Content Beast Carmen Hill Content Director Babcock & Jenkins
    2. 2. Today You Will Learn • Why real-time content should be a key part of your marketing strategy • How other businesses are finding creative ways to feed the content beast • How to plan for and produce real-time content, even if content is not your core business
    3. 3. About Me Carmen Hill Content & Social Media Director Babcock & Jenkins Follow me on Twitter: @carmenhill
    4. 4. Agenda • • • • Real-time reality: industry trends Real-world B2B and B2C examples Real-time strategies Real-time tactics and tools
    5. 5. Content at the speed of news REAL-TIME REALITY
    6. 6. “It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance.” — David Meerman Scott
    7. 7. What’s Driving the Need for Speed? • Mobile, multi-screen world • Social media • 24/7 news cycle
    8. 8. What’s Driving the Need for Speed?
    9. 9. Feeding the Beast “The rigid campaignbased model of advertising, perfected over decades of oneway mass media, is headed for extinction…
    10. 10. Feeding the Beast “Brands will need to create an enormous amount of useful, appealing, and timely content.” — Baba Shetty & Jerry Wind, Harvard Business Review
    11. 11. ―There will be billions of interaction points that will place enormous demands on brands to create and deliver just the right piece of content.‖ — Jacque Bughin, McKinsey
    12. 12. What Is Real-Time Content? • Now: unexpected opportunities – Breaking news and live events – Social mentions • Near now: expected opportunities – ―Scheduled news‖ (research, data release, etc.) – Industry events (e.g., conferences, tradeshows) • Future now: created opportunities – News and data you make yourself – Memes
    13. 13. How real B2B and B2C brands are seizing the moment REAL TIME. REAL WORLD.
    14. 14. Breaking News & Events
    15. 15. ―Unplanned real-time moments humanize brands.‖ — Adam Bain, President, Global Revenue, Twitter
    16. 16. Social Mentions
    17. 17. Real-Time Data • ADP processes payrolls for about 25 million workers • Uses data to create monthly reports about employment trends in the U.S. • Releases via multiple channels two days before government report
    18. 18. Real-Time Data ―We do lots of different things at ADP beside payroll. By producing this content, people know more about us. We become part of the consideration set.‖ — Matt Petitjean VP-corporate marketing Automatic Data Processing Source: B-to-B Magazine
    19. 19. Anticipated News
    20. 20. Source: Google
    21. 21. Event Coverage
    22. 22. Created News
    23. 23. What YOU can do: • ―Cover‖ relevant industry events – Live tweets and blog posts – Interviews with speakers and noted attendees – Trade show highlights (video, images, reviews) • Add key research reports to your editorial calendar and create content around them • Create your own news
    24. 24. Plan in advance. Act in the moment. REAL-TIME STRATEGIES
    25. 25. Improvise… with a Plan Goals & Objectives Audience Insights Listen & Learn Guidelines & Governance
    26. 26. Start with Goals & Objectives
    27. 27. Audience Insights • Who is your target audience? • What do they care about? • What are they talking about? • Where are their ―watering holes‖?
    28. 28. Social Content Calendar Source: Hubspot
    29. 29. Guidelines & Governance Reward Risk
    30. 30. Source: Bryan Boettger, Chief Creative Officer of The Buddy Group
    31. 31. Keeping your ear to the ground for content opportunities REAL-TIME TOOLS
    32. 32. Move The Needle
    33. 33. Get Started Create—or update—your editorial calendar to include real-time social content • Add events and assign someone to cover • Identify 3-5 topics to follow • Meet with legal and brand reviewers Move The Needle
    34. 34. Key Takeaways 1. 2. 3. 4. 5. Listen before you speak. Think like a reporter—with a nose for news. Respond quickly, but with intention. To act in real time, you have to plan in advance. Some organizational change may be required.
    35. 35. Thank You! Learn more at www.onlinemarketinginstitute.org
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