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

1. @adrianallames
Real Time Marketing Insights:
Walk out ready to Ship Your Pants!
media post brand summit | june 20, 2013

2. @adrianallames
Have you Shipped Your Pants Today?
http://www.youtube.com/watch?v=I03UmJbK0lA

3. @adrianallames
agenda
• 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 |
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4. @adrianallames
WTH? 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, CBS
News.com, Fox Business.com, Yahoo!, HuffingtonPost, Forbes.com
• Bachelor’s Degree in Business Management, Continuing Ed @ HBS
• Vegetarian, Newlywed, Grounded in gratitude for life
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@adrianallames

5. @adrianallames
Real time marketing is like big data,
multifaceted and tricky to define
500 words on this new Real Time
marketing thing by midday.

6. @adrianallames
Oreo Dunks 20K new FB fans
Oreo’s Dark Dunk gets Retweeted 15K times
Oreo’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-site
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Tide cleans up on Twitter during blackout
Tide gets 2,300 Facebook likes for blackout post
Tide’s “We can’t get your blackout, But we can
get your stains out” results:
• 2,300 Facebook likes
• 1,300 Retweets
• Impressive given this was one of the fastest, rapid-fire
social media days ever
How They Did It
• Reacted immediately to the Super Bowl event
• Engaged fans in the conversation about the game
• Developed brand and consumer-relevant content
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8. @adrianallames
Dell Changes Price in 24 Hours
Dell Changes Product Price After Customer Complaints
Real Time Marketing Is Two-Way Communication
• Social Monitoring Revealed Heavy Customer Complaints
re: product pricing
• Within 24 Hours:
• Dell Changed the Price
• Posted a Blog re: new price
• Communicated with those that complained
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9. @adrianallames
Kmart Ships Its Pants
Kmart’s Ship My Pants delivers more media value than a Super Bowl Commercial!
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How 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 audience
Kmart’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 Award
http://www.youtube.com/watch?v=I03UmJbK0lA

10. @adrianallames
Kmart Does It Again!
Kmart’s Second Top 10 YouTube Hit: #BigGasSavings
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How 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 audience
Kmart’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 Award
http://www.youtube.com/watch?v=m1yir-p68xM

11. @adrianallames
Kenneth Cole Learns a Real Time Lesson
Kenneth Cole capitalizes on Egyptian uproar
Kenneth Cole Tweet capitalizing on protests in
Egypt angered millions. (it included a link to the KC
website)
Real-time marketing is great, when done at the
appropriate time, in context and with the right mix of
content.
Net/Net: Think First.
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Done right, real time marketing allows
marketers to whisper their messages

13. @adrianallames
It’s Your Turn:
Delivering Real Time Marketing
• Focus on social data: Engage social media monitoring results to
inform marketing decisions
• Use analytics to quickly meet customer needs: H&R
Block analyzes how customers talk about their taxes and builds
content on the fly
• Mix real-time content with pre-planned content: At
2013 Int’l CES, Sprint used pre-planned content and content created
on the fly as the event was happening.
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14. @adrianallames
It’s Your Turn:
Delivering Real Time Marketing
• Execute real-time ad campaign balancing: Using insights
from online conversations about ad campaigns, make on-the-fly
changes to media mix or creative
• Real-time content marketing: Leverage information from
social analytics to quickly develop digital content that meets an
immediate marketing need
• Extensive preparation: Both Kmart and Oreo had built-our
processes that they already knew how to operate. @Oreo, agencies
knew how to work together and in both Kmart and Oreo cases, they
knew how to amplify the viral success when it began.
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15. @adrianallames
Social-mobile TV is often real-time TV and
it’s also multitasking TV

16. @adrianallames
Linked Trends: Social-Mobile users want TV
to be real time
Mobile-first strategy will
be the best bet for social
marketing – at least
when a brand wants to
communicate in real time
35%
Interested in real-
time games and
challenges with TV
shows

17. @adrianallames
Real Time Marketing: Truths & Myths
• Truth: There is a difference between
being prepared and being planned.
Prepared is people/assets/tech –
planned is canned.
• Truth: There will be more strikeouts
than homeruns. The key is ongoing
creative development rather than
looking for the ‘big’ moment.
• Truth: Real-time and branding can
co-exist. Communicating brand
attributes in quick-fire creative is
difficult but not impossible

18. @adrianallames
Real Time Marketing: Truths & Myths
• Myth: Being first is most important.
It’s less about who’s first and more
about relevancy.
• Myth: It’s only about the big event.
It’s just as, if not more, important to
have an ongoing real time marketing
strategy (for when the big moment
arrives)
• Truth: Real-time is just for social
media. Consumer behavior changes
are outside just FB & Tw as we saw
with Kmart which included TV.

19. @adrianallames
One takeaway: What real time means for
advertisers
Advertisers cannot plan for a
real dialogue with your
audience