7. You‟ve been working on planning
your marketing campaigns for the
NEXT 6 MONTHS and when you will
be telling your consumers in the
FUTURE…
8. WHAT YOU HAVE NOT BEEN DOING:
1. What‟s happening now
2. What Interests them
3. What do they want and have to say
REAL TIME
You‟ve missed -
MARKETING
9. ONCE UPON A TIME…. THIS IS
WHAT MARKETING WAS ALL
ABOUT:
10.
11.
12. 1. One way
conversation
2. What YOU want
your customers to
know and hear
15. AND THEN CAME THE WEB 2.0
ERA…
• TWO WAY conversation
• Connecting about what‟s happening TODAY
• Connecting about what INTERESTS your consumers and
what THEY NEED
17. RESULTS
• 150,000 views within one
day • 5 million views within 2
months
• Within a week- number 1
on iTunes
• 10 million views within half
a year
• over half a million views
within a month
I should have flown with someone else, or gone by car, 'cause
United breaks guitars
18. WHAT IF YOU WERE TAYLOR
GUITARS?
http://www.youtube.com/watch?v=n12WFZq2__0
20. 1. A.K.A RTM
2. conversations with customers and
brand advocates in the moment
3. Creative is done completely on-the-
fly during a news-worthy- event
25. CHANGE YOUR MINDSET
• ALLOW the use of Social Media at work!
• (Guidelines but) freedom = CREATIVITY
• IMPLEMENT RTM across all assets
26. REMEMBER THAT
• Over 80% of viewers
simultaneously watch
TV while on Tablet or
Phone creating new
opportunities for brands
to engage.
27. REAL TIME MEANS
• News breaks over MINUTES
• You have to identify a TREND (Twitter #)
• Be prepared to change or refine a product
based on CUSTOMERS FEEDBACK
33. WHY?
• 1. You're able to provide more personalized
and relevant marketing content that's
targeted at your client‟s needs.
• (know your clients intent based on what
they have done in the past)
35. WHY?
• 2. Your marketing will perform much better
if you give your clients what they want and
need, when they need it
• REMEMBER: It‟s all about ME and NOT
YOUR computer you‟re trying to sell!
37. In 2010 Gatorade launched its Mission Control
Center.
Since then, many brands have created their
own version of the Mission Control Center.
38. TIDE‟S NEWSDESK
• An accident at the
Nascar race involving
fuel spilling caused
fire.
• It was tackled by a
cleanup crew using
boxes of Tide powder
detergent.
39. TIDE‟S NEWSDESK
Within 72 hours, the brand had social-media content,
including a 15-second ad featuring news coverage of the spill.
http://www.youtube.com/watch?v=-1X9UhG2iMs
40. TIDE‟S NEWSDESK
• It helped Tide reach No. 2 as a Twitter
trending topic (#)
• *4 number of Twitter
• generate 350 million media impressions
41. FREE MONITORING TOOLS
• Google Alerts
• Twitter Search
• Social Seek
• Social Mention
• And more below:
http://bit.ly/LHMdcr
43. OREO SUPERBOWL
• 34 Minute black out
• Oreo Tweet: „Power out? No Problem!‟
• Oreo image with slogan in the Glow in
dark style
RESULTS:
• 15,000 RT‟s
• Over 20,000 likes on Facebook
• Posted on blogs the next time with line-
Oreo won the Super Bowl Blackout
For a long time mass marketing has focused on one-way communication: brands talking to consumers
For a long time mass marketing has focused on one-way communication: brands talking to consumers
For a long time mass marketing has focused on one-way communication: brands talking to consumers
You remember those days…You got spam emails, websites had plain static text and the only way to complain about something was to call the costumer service and hold for a few hours
You remember those days…You got spam emails, websites had plain static text and the only way to complain about something was to call the costumer service and hold for a few hours
And then came the web 2.0 era and used the internet to allow brands to have two-way conversations with their consumersNot only about 2 way conversation but more about being relevant to our customers, connecting with them based on things that are happening today.
And then came the web 2.0 era and used the internet to allow brands to have two-way conversations with their consumersNot only about 2 way conversation but more about being relevant to our customers, connecting with them based on things that are happening today.
http://en.wikipedia.org/wiki/United_Breaks_Guitars Dave Carroll- sons of Maxwell from Chicago to Nabraska-2008150,000 views within one dayover half a million hits within a month5 million within 2 months10 million with half a yearThe song hit number one on the iTunes Music Store the week following its release
http://en.wikipedia.org/wiki/United_Breaks_Guitars Dave Carroll- sons of Maxwell from Chicago to Nabraska-2008150,000 views within one dayover half a million hits within a month5 million within 2 months10 million with half a yearThe song hit number one on the iTunes Music Store the week following its release
Talk about bad timing. American Rifleman, a journal affiliated with the National Rifle Association, posted a pro-gun tweet as the mass shooting at a movie theater in Aurora, Colo. was unfolding.The tweet itself appeared to have been pre-scheduled through Hootsuite, but needless to say, it struck a nerve. The tweet was deleted several hours later http://mashable.com/2012/11/25/social-media-business-disasters-2012/ and the account was deleted later that day, as well.
