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Keynote: Real-Time Marketing Insights -- You'll Walk Out Ready to Ship Your Pants!

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Can Oreo's "Dunk in the Dark" tweet success be repeated? Adriana Llames Kogelisis the VP of Sears Holdings Digital Marketing Division and the social media marketing leader behind Kmart's new "Ship My ...

Can Oreo's "Dunk in the Dark" tweet success be repeated? Adriana Llames Kogelisis the VP of Sears Holdings Digital Marketing Division and the social media marketing leader behind Kmart's new "Ship My Pants" and "Big Gas Savings" online viral sensations. She will take us through how companies are using real-time marketing including some of the best cases available today, including #ShipMyPants. In a world where Millenials see Facebook as too slow, real-time marketing is a 'must do' for companies looking to put relevant messaging in front of customers.

KEYNOTE
Adriana Llames Kogelis, Division Vice President, Mobile + Social Media Marketing, Sears Holdings

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    Keynote: Real-Time Marketing Insights -- You'll Walk Out Ready to Ship Your Pants! Keynote: Real-Time Marketing Insights -- You'll Walk Out Ready to Ship Your Pants! Presentation Transcript

    • @adrianallamesReal Time Marketing Insights:Walk out ready to Ship Your Pants!media post brand summit | june 20, 2013
    • @adrianallamesHave you Shipped Your Pants Today?http://www.youtube.com/watch?v=I03UmJbK0lA
    • @adrianallamesagenda• WTH? | who the heck am i?• Darn It! why didn’t i think of that?– Real-Time Twitter with Oreo & Tide– Blog Sensation with Dell– YouTube Viral Hits with Kmart– Lessons Learned with Kenneth Cole• It’s Your Turn– How to deliver real-time marketing– Linking trends• Truths & Myths of Real-Time Marketing• Q & A |CONFIDENTIAL – do not reproduce without written permission
    • @adrianallamesWTH? who the heck am i?Adriana Llames Kogelis“One of the most influential women in business” – Maven Media•Division Vice President, Mobile & Social Media Marketing,Sears Holdings•Founding CEO, 32Gratitude, Inc. 10 years•Digital Media & Personal Branding Business•HR In-A-Box Small Business Software•Published Author, Career Sudoku: 9 Ways to Win the Job Search Game• Contributing Author, Social@Scale• Featured Expert on ABC News, WGN News, CNNMoney.com, CBSNews.com, Fox Business.com, Yahoo!, HuffingtonPost, Forbes.com• Bachelor’s Degree in Business Management, Continuing Ed @ HBS• Vegetarian, Newlywed, Grounded in gratitude for lifeCONFIDENTIAL – do not reproduce without written permission@adrianallames
    • @adrianallamesReal time marketing is like big data,multifaceted and tricky to define500 words on this new Real Timemarketing thing by midday.
    • @adrianallamesOreo Dunks 20K new FB fansOreo’s Dark Dunk gets Retweeted 15K timesOreo’s “You Can Still Dunk In The Dark” Results• 15,000 Retweets• 8,000 new Twitter followers• 20,000 new Facebook Fans• 34,000 new Instagram followers (from 2K to 36K)How They Did It• Real-time command center during Super Bowl• Built off Oreo’s 100th Anniversary campaign engagement• 5 agencies, the brand and marketing leadership on-siteCONFIDENTIAL – do not reproduce without written permission
    • @adrianallamesTide cleans up on Twitter during blackoutTide gets 2,300 Facebook likes for blackout postTide’s “We can’t get your blackout, But we canget your stains out” results:• 2,300 Facebook likes• 1,300 Retweets• Impressive given this was one of the fastest, rapid-firesocial media days everHow They Did It• Reacted immediately to the Super Bowl event• Engaged fans in the conversation about the game• Developed brand and consumer-relevant contentCONFIDENTIAL – do not reproduce without written permission
    • @adrianallamesDell Changes Price in 24 HoursDell Changes Product Price After Customer ComplaintsReal Time Marketing Is Two-Way Communication• Social Monitoring Revealed Heavy Customer Complaintsre: product pricing• Within 24 Hours:• Dell Changed the Price• Posted a Blog re: new price• Communicated with those that complainedCONFIDENTIAL – do not reproduce without written permission
    • @adrianallamesKmart Ships Its PantsKmart’s Ship My Pants delivers more media value than a Super Bowl Commercial!CONFIDENTIAL – do not reproduce without written permissionHow We Did It• Real-time customer sentiment analysis during first 72 hrs• Utilized 2 systems & human analysis to measure sentiment• Brand, Creative & Marketing leadership online for launch• Highly targeted social ad buys to defined targeted audienceKmart’s #ShipMyPants Results• 20MM+ Video Views• $3.8MM media value (more than Super Bowl Commercial)• Double digit increase in Kmart Facebook NPS• 135% increase in Kmart social conversations• Top 10 YouTube Video & YouTube People’s Choice Awardhttp://www.youtube.com/watch?v=I03UmJbK0lA
    • @adrianallamesKmart Does It Again!Kmart’s Second Top 10 YouTube Hit: #BigGasSavingsCONFIDENTIAL – do not reproduce without written permissionHow We Did It• Leveraged engagement from #ShipMyPants campaign• Executed elements of success from SMP plan• Real-time customer sentiment analysis during first 72 hrs• Brand, Creative & Marketing leadership online for go/no go• Targeted ad buys to reach defined, relevant audienceKmart’s #ShipMyPants Results• 20MM+ Video Views• $3.8MM media value (more than Super Bowl Commercial)• 10% increase in Kmart Facebook NPS• 135% increase in Kmart social conversations•Top 10 YouTube Video & YouTube People’s Choice Awardhttp://www.youtube.com/watch?v=m1yir-p68xM
    • @adrianallamesKenneth Cole Learns a Real Time LessonKenneth Cole capitalizes on Egyptian uproarKenneth Cole Tweet capitalizing on protests inEgypt angered millions. (it included a link to the KCwebsite)Real-time marketing is great, when done at theappropriate time, in context and with the right mix ofcontent.Net/Net: Think First.CONFIDENTIAL – do not reproduce without written permission
    • @adrianallamesDone right, real time marketing allowsmarketers to whisper their messages
    • @adrianallamesIt’s Your Turn:Delivering Real Time Marketing• Focus on social data: Engage social media monitoring results toinform marketing decisions• Use analytics to quickly meet customer needs: H&RBlock analyzes how customers talk about their taxes and buildscontent on the fly• Mix real-time content with pre-planned content: At2013 Int’l CES, Sprint used pre-planned content and content createdon the fly as the event was happening.CONFIDENTIAL – do not reproduce without written permission
    • @adrianallamesIt’s Your Turn:Delivering Real Time Marketing• Execute real-time ad campaign balancing: Using insightsfrom online conversations about ad campaigns, make on-the-flychanges to media mix or creative• Real-time content marketing: Leverage information fromsocial analytics to quickly develop digital content that meets animmediate marketing need• Extensive preparation: Both Kmart and Oreo had built-ourprocesses that they already knew how to operate. @Oreo, agenciesknew how to work together and in both Kmart and Oreo cases, theyknew how to amplify the viral success when it began.CONFIDENTIAL – do not reproduce without written permission
    • @adrianallamesSocial-mobile TV is often real-time TV andit’s also multitasking TV
    • @adrianallamesLinked Trends: Social-Mobile users want TVto be real timeMobile-first strategy willbe the best bet for socialmarketing – at leastwhen a brand wants tocommunicate in real time35%Interested in real-time games andchallenges with TVshows
    • @adrianallamesReal Time Marketing: Truths & Myths• Truth: There is a difference betweenbeing prepared and being planned.Prepared is people/assets/tech –planned is canned.• Truth: There will be more strikeoutsthan homeruns. The key is ongoingcreative development rather thanlooking for the ‘big’ moment.• Truth: Real-time and branding canco-exist. Communicating brandattributes in quick-fire creative isdifficult but not impossible
    • @adrianallamesReal Time Marketing: Truths & Myths• Myth: Being first is most important.It’s less about who’s first and moreabout relevancy.• Myth: It’s only about the big event.It’s just as, if not more, important tohave an ongoing real time marketingstrategy (for when the big momentarrives)• Truth: Real-time is just for socialmedia. Consumer behavior changesare outside just FB & Tw as we sawwith Kmart which included TV.
    • @adrianallamesOne takeaway: What real time means foradvertisersAdvertisers cannot plan for areal dialogue with youraudience