the secrets, pitfalls, myths and tools
of real-time marketing

Wednesday, 13 November 13
Wednesday, 13 November 13
1
prolific*

*producing many works
Wednesday, 13 November 13
For messages to be heard in
2020, brands will need to
create an enormous amount
of useful, appealing, and
timely content.
...
So let’s talk about quantity

Wednesday, 13 November 13
So let’s talk about quantity

Wednesday, 13 November 13
Wednesday, 13 November 13
Wednesday, 13 November 13
Wednesday, 13 November 13
Wednesday, 13 November 13
Wednesday, 13 November 13
Wednesday, 13 November 13
waiting for a client brief...
Wednesday, 13 November 13
official brief from the client
Wednesday, 13 November 13
all-team agency briefing
Wednesday, 13 November 13
heavy strategic thinking
Wednesday, 13 November 13
brainstorms & idea development
with creative teams
Wednesday, 13 November 13
pitching ideas to creative director
Wednesday, 13 November 13
first presentation back
to the client
Wednesday, 13 November 13
more brainstorms and
internal presentations
Wednesday, 13 November 13
second presentation back
to the client
Wednesday, 13 November 13
briefing and selecting
production company
Wednesday, 13 November 13
pre-production meetings
Wednesday, 13 November 13
presentation of final
creative to client
Wednesday, 13 November 13
creative is published via
pre-determined media space
Wednesday, 13 November 13
job done.
waiting for the next brief...
Wednesday, 13 November 13
more is not better

Wednesday, 13 November 13
let’s not pollute the internet

Wednesday, 13 November 13
There will be billions of
interaction points that will
place enormous demands on
brands to create and deliver
just the rig...
finding balance between
creating too little stuff and
creating too much stuff

Wednesday, 13 November 13
creating enough
relevant stuff to reach
fragmenting audiences

Wednesday, 13 November 13
what’s your publishing
purpose?

Wednesday, 13 November 13
from telling one big story,
once a year
to telling multiple stories
across the year
and ensuring all of these
individual s...
In search of new content
production models

Wednesday, 13 November 13
2
audience-centric

Wednesday, 13 November 13
Wednesday, 13 November 13
Wednesday, 13 November 13
Understanding the audience of
your live campaign
“In the future, maybe half of our efforts will take
place after a campaig...
Real-time loyalty
Real-time is not just about campaigns, but also
about loyalty, CRM and mobile strategies

Wednesday, 13 ...
3
agile

Wednesday, 13 November 13
1.

Planning

4.

2.

Distribution

Creative/editorial

3.
Production

Wednesday, 13 November 13
talk value
vs.
production value

Wednesday, 13 November 13
the real value of a piece of
content is the interaction /
connection it can bring
about

Wednesday, 13 November 13
1 bathroom
1 actor

Wednesday, 13 November 13
1 bathroom
1 actor

and a lot of props
Wednesday, 13 November 13
1 tweet

Wednesday, 13 November 13
Agility comes in handy in
times of crisis

Wednesday, 13 November 13
Agility comes in handy in
times of crisis

Wednesday, 13 November 13
Agility comes in handy in
times of crisis

Wednesday, 13 November 13
Agility?
But what about this then?

Wednesday, 13 November 13
high end
vs
high speed

Wednesday, 13 November 13
heavyweight
vs
lightweight

Wednesday, 13 November 13
“Many, lightweight interactions over time is how we’re wired to
build deep, emotional connections. Therefore, our marketin...
“The majority of effort and spend will be supporting an always-on
strategy based on many, lightweight interactions over ti...
In this sea of real-time content,
does your brand message
consistently rise to the top?

Wednesday, 13 November 13
The big shifts of
real-time marketing
talk value

production value

niche & personal

generic
originality

engagement

mes...
Real-time organization

Wednesday, 13 November 13
Wednesday, 13 November 13
Embrace the game.
There are no set rules.

Wednesday, 13 November 13
But nobody is saying
it’s easy...

Wednesday, 13 November 13
#inthemoment
@tomhimpe
@theupsideuk

Wednesday, 13 November 13
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In The Moment - The Art of Campaigning in Real-Time

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Why should it take 9 months to make an advertisement that only lasts for 30 seconds? The output of the advertising sector is remarkably small. Each year, the average advertising bureau doesn’t even produce enough text and photos to fill a single newspaper or TV program. And this in an age when advertising is only as valuable as the public it reaches, the attention it attracts and the connections it creates.

#inthemoment is a book that introduces you to the secrets of real-time content. Analyzing, planning, creating and spreading content in real-time generates a greater dynamic. You adjust better and you learn as you go.

Check out The Upside on www.ontheupside.net

Published in: Marketing, Business, Technology

In The Moment - The Art of Campaigning in Real-Time

  1. 1. the secrets, pitfalls, myths and tools of real-time marketing Wednesday, 13 November 13
  2. 2. Wednesday, 13 November 13
  3. 3. 1 prolific* *producing many works Wednesday, 13 November 13
  4. 4. For messages to be heard in 2020, brands will need to create an enormous amount of useful, appealing, and timely content. - Harvard Business Review Wednesday, 13 November 13
  5. 5. So let’s talk about quantity Wednesday, 13 November 13
  6. 6. So let’s talk about quantity Wednesday, 13 November 13
  7. 7. Wednesday, 13 November 13
  8. 8. Wednesday, 13 November 13
  9. 9. Wednesday, 13 November 13
  10. 10. Wednesday, 13 November 13
  11. 11. Wednesday, 13 November 13
  12. 12. Wednesday, 13 November 13
  13. 13. waiting for a client brief... Wednesday, 13 November 13
  14. 14. official brief from the client Wednesday, 13 November 13
  15. 15. all-team agency briefing Wednesday, 13 November 13
  16. 16. heavy strategic thinking Wednesday, 13 November 13
  17. 17. brainstorms & idea development with creative teams Wednesday, 13 November 13
  18. 18. pitching ideas to creative director Wednesday, 13 November 13
  19. 19. first presentation back to the client Wednesday, 13 November 13
  20. 20. more brainstorms and internal presentations Wednesday, 13 November 13
  21. 21. second presentation back to the client Wednesday, 13 November 13
  22. 22. briefing and selecting production company Wednesday, 13 November 13
  23. 23. pre-production meetings Wednesday, 13 November 13
  24. 24. presentation of final creative to client Wednesday, 13 November 13
  25. 25. creative is published via pre-determined media space Wednesday, 13 November 13
  26. 26. job done. waiting for the next brief... Wednesday, 13 November 13
  27. 27. more is not better Wednesday, 13 November 13
  28. 28. let’s not pollute the internet Wednesday, 13 November 13
  29. 29. There will be billions of interaction points that will place enormous demands on brands to create and deliver just the right piece of content. - McKinsey Wednesday, 13 November 13
  30. 30. finding balance between creating too little stuff and creating too much stuff Wednesday, 13 November 13
  31. 31. creating enough relevant stuff to reach fragmenting audiences Wednesday, 13 November 13
  32. 32. what’s your publishing purpose? Wednesday, 13 November 13
  33. 33. from telling one big story, once a year to telling multiple stories across the year and ensuring all of these individual stories add up Wednesday, 13 November 13
  34. 34. In search of new content production models Wednesday, 13 November 13
  35. 35. 2 audience-centric Wednesday, 13 November 13
  36. 36. Wednesday, 13 November 13
  37. 37. Wednesday, 13 November 13
  38. 38. Understanding the audience of your live campaign “In the future, maybe half of our efforts will take place after a campaign starts.” Wednesday, 13 November 13
  39. 39. Real-time loyalty Real-time is not just about campaigns, but also about loyalty, CRM and mobile strategies Wednesday, 13 November 13
  40. 40. 3 agile Wednesday, 13 November 13
  41. 41. 1. Planning 4. 2. Distribution Creative/editorial 3. Production Wednesday, 13 November 13
  42. 42. talk value vs. production value Wednesday, 13 November 13
  43. 43. the real value of a piece of content is the interaction / connection it can bring about Wednesday, 13 November 13
  44. 44. 1 bathroom 1 actor Wednesday, 13 November 13
  45. 45. 1 bathroom 1 actor and a lot of props Wednesday, 13 November 13
  46. 46. 1 tweet Wednesday, 13 November 13
  47. 47. Agility comes in handy in times of crisis Wednesday, 13 November 13
  48. 48. Agility comes in handy in times of crisis Wednesday, 13 November 13
  49. 49. Agility comes in handy in times of crisis Wednesday, 13 November 13
  50. 50. Agility? But what about this then? Wednesday, 13 November 13
  51. 51. high end vs high speed Wednesday, 13 November 13
  52. 52. heavyweight vs lightweight Wednesday, 13 November 13
  53. 53. “Many, lightweight interactions over time is how we’re wired to build deep, emotional connections. Therefore, our marketing plans should be built around this insight.” - Paul Adams, Head of Brand Design at Facebook Wednesday, 13 November 13
  54. 54. “The majority of effort and spend will be supporting an always-on strategy based on many, lightweight interactions over time to build deep relationships and loyalty. A minority of effort and spend will be supporting a small number of heavyweight interactions with true fans to achieve specific goals (mostly around driving awareness of new things)” - Paul Adams, Head of Brand Design at Facebook Wednesday, 13 November 13
  55. 55. In this sea of real-time content, does your brand message consistently rise to the top? Wednesday, 13 November 13
  56. 56. The big shifts of real-time marketing talk value production value niche & personal generic originality engagement messaging conversation made-up life sought creativity inventing from scratch research Wednesday, 13 November 13 to real-life found creativity hijacking real-time data
  57. 57. Real-time organization Wednesday, 13 November 13
  58. 58. Wednesday, 13 November 13
  59. 59. Embrace the game. There are no set rules. Wednesday, 13 November 13
  60. 60. But nobody is saying it’s easy... Wednesday, 13 November 13
  61. 61. #inthemoment @tomhimpe @theupsideuk Wednesday, 13 November 13
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