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Case Study: Ruling In Real-Time
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Case Study: Ruling In Real-Time

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The world of social media has forever changed the way brands interact with consumers. Brands have invested ample time and strategic energy encouraging the consumer to become a fan, retweet and …

The world of social media has forever changed the way brands interact with consumers. Brands have invested ample time and strategic energy encouraging the consumer to become a fan, retweet and repin—but that’s no longer enough. The new paradigm in the social world is to move beyond relatively passive likes, retweets and pins to engage in real-time on the right platform—turning brand fans into social advocates. During this session, the vice president of social for the agency behind @DiGiornoPizza's headline-grabbing The Sound of Music Live tweets and @Kohl's Styling Sessions collaboration with The Voice will share these success stories and her perspectives on helping brands shift their social strategies to align with this new age of social advocacy—and win big in real-time.

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  • We positioned and launched the Kohl’s Instagram brand account, growing it to more than 40,000 followers in the first year. To this day, we consistently outperform competitors on engagement rates. And Kohl’s is ranked in the top 15 of all retail Instagram accounts.
  • We positioned and launched the Kohl’s Instagram brand account, growing it to more than 40,000 followers in the first year. To this day, we consistently outperform competitors on engagement rates. And Kohl’s is ranked in the top 15 of all retail Instagram accounts.
  • Sponsorship of American Country Awards and Teen Choice Awards: Leveraged social listening during the live show to gain a deeper understanding of our opportunities to improve and impact future sponsorships.Sponsorship of The Voice: Activated real-time content creation via Twitter and community outreach, resulting in [List out Results]Sponsorship of American Music Awards: Activated real-time broadcast integration (Twitter chose whichJlo commercial would run), real-time content creation via Twitter, and community outreach—resulting in 30 million total impressions
  • During the nine-week program Kohl’s created real-time Twitter content for ten episodes of The Voice
  • HOW A CHALLENGER BRAND WINS ON THE INTERNET
  • Transcript

    • 1. RULING IN REAL TIME LORA WINNING SCHAEFFER VP SOCIAL, RESOURCE @schaefgrl ........................................................................................................................................................................................................................................................................
    • 2. C-suite 78% Customers 55% Board of Directors 53% Corporate strategy Non-executive senior leadership Key external business partners Parent company 44% 26% 25% 23% ........................................................................................................................................................................................................................................................................ IBM - The Customer-activated Enterprise, 2014
    • 3. 2004 2006 2008 2010 3 3 2013 1 2 2012 1 Technology factors Market factors Macro-economic factors People skills ........................................................................................................................................................................................................................................................................ IBM - The Customer-activated Enterprise, 2014
    • 4. THE CONSUMER LEADS; TECHNOLOGY ENABLES ........................................................................................................................................................................................................................................................................
    • 5. 44% of marketers have deployed or are planning to invest in real time marketing eMarketer, 2013
    • 6. 58% of companies leveraging real time marketing believe that it drives revenue based on personalized offers eMarketer, 2014
    • 7. 50 % Assessing 30 % Deciding % 20 Executing
    • 8. 20 % Assessing 10 % Deciding 70 % Executing
    • 9. READY AIM FIRE
    • 10. #RTM Real Time Marketing OR RIGHT TIME MARKETING
    • 11. The Right Now With on-demand expectations at an all time high, every second matters when delivering the right experience at the right moment. ........................................................................................................................................................................................................................................................................
    • 12. Rising Expectations “Consumers expect that any information or service they desire be available to them on any device, in context, at their moment of need.” Josh Bernoff SVP, Idea Development at Forrester Research ........................................................................................................................................................................................................................................................................
    • 13. ........................................................................................................................................................................................................................................................................
    • 14. ........................................................................................................................................................................................................................................................................
    • 15. ........................................................................................................................................................................................................................................................................
    • 16. ........................................................................................................................................................................................................................................................................
    • 17. Content Mixology In this unprecedented, hyper-competitive environment, where everyone and everything is vying for the consumer’s attention, it’s time to think beyond marketing messages and create content that people want to spend time with. CC BY 2.0 by Dinner Series
    • 18. “ Embrace the platforms your audience is using, not the ones you’re comfortable with. - Scott Monty, Ford’s Global Head of Social Media ........................................................................................................................................................................................................................................................................
    • 19. ........................................................................................................................................................................................................................................................................
    • 20. ........................................................................................................................................................................................................................................................................ DiGiorno Pizza
    • 21. Data-Based Welcome to a transformational time where a consumer's wants, needs and behaviors are beginning to flow into a single source of new, actionable insight. Copyright © 2014 wallconvert.com. All Rights Reserved.
    • 22. ........................................................................................................................................................................................................................................................................
    • 23. ........................................................................................................................................................................................................................................................................
    • 24. ........................................................................................................................................................................................................................................................................
    • 25. Thank You! LORA WINNING SCHAEFFER VP SOCIAL, RESOURCE @schaefgrl @resource