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 …

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

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  • 1. the secrets, pitfalls, myths and tools of real-time marketing Wednesday, 13 November 13
  • 2. Wednesday, 13 November 13
  • 3. 1 prolific* *producing many works Wednesday, 13 November 13
  • 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. So let’s talk about quantity Wednesday, 13 November 13
  • 6. So let’s talk about quantity Wednesday, 13 November 13
  • 7. Wednesday, 13 November 13
  • 8. Wednesday, 13 November 13
  • 9. Wednesday, 13 November 13
  • 10. Wednesday, 13 November 13
  • 11. Wednesday, 13 November 13
  • 12. Wednesday, 13 November 13
  • 13. waiting for a client brief... Wednesday, 13 November 13
  • 14. official brief from the client Wednesday, 13 November 13
  • 15. all-team agency briefing Wednesday, 13 November 13
  • 16. heavy strategic thinking Wednesday, 13 November 13
  • 17. brainstorms & idea development with creative teams Wednesday, 13 November 13
  • 18. pitching ideas to creative director Wednesday, 13 November 13
  • 19. first presentation back to the client Wednesday, 13 November 13
  • 20. more brainstorms and internal presentations Wednesday, 13 November 13
  • 21. second presentation back to the client Wednesday, 13 November 13
  • 22. briefing and selecting production company Wednesday, 13 November 13
  • 23. pre-production meetings Wednesday, 13 November 13
  • 24. presentation of final creative to client Wednesday, 13 November 13
  • 25. creative is published via pre-determined media space Wednesday, 13 November 13
  • 26. job done. waiting for the next brief... Wednesday, 13 November 13
  • 27. more is not better Wednesday, 13 November 13
  • 28. let’s not pollute the internet Wednesday, 13 November 13
  • 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. finding balance between creating too little stuff and creating too much stuff Wednesday, 13 November 13
  • 31. creating enough relevant stuff to reach fragmenting audiences Wednesday, 13 November 13
  • 32. what’s your publishing purpose? Wednesday, 13 November 13
  • 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. In search of new content production models Wednesday, 13 November 13
  • 35. 2 audience-centric Wednesday, 13 November 13
  • 36. Wednesday, 13 November 13
  • 37. Wednesday, 13 November 13
  • 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. Real-time loyalty Real-time is not just about campaigns, but also about loyalty, CRM and mobile strategies Wednesday, 13 November 13
  • 40. 3 agile Wednesday, 13 November 13
  • 41. 1. Planning 4. 2. Distribution Creative/editorial 3. Production Wednesday, 13 November 13
  • 42. talk value vs. production value Wednesday, 13 November 13
  • 43. the real value of a piece of content is the interaction / connection it can bring about Wednesday, 13 November 13
  • 44. 1 bathroom 1 actor Wednesday, 13 November 13
  • 45. 1 bathroom 1 actor and a lot of props Wednesday, 13 November 13
  • 46. 1 tweet Wednesday, 13 November 13
  • 47. Agility comes in handy in times of crisis Wednesday, 13 November 13
  • 48. Agility comes in handy in times of crisis Wednesday, 13 November 13
  • 49. Agility comes in handy in times of crisis Wednesday, 13 November 13
  • 50. Agility? But what about this then? Wednesday, 13 November 13
  • 51. high end vs high speed Wednesday, 13 November 13
  • 52. heavyweight vs lightweight Wednesday, 13 November 13
  • 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. “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. In this sea of real-time content, does your brand message consistently rise to the top? Wednesday, 13 November 13
  • 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. Real-time organization Wednesday, 13 November 13
  • 58. Wednesday, 13 November 13
  • 59. Embrace the game. There are no set rules. Wednesday, 13 November 13
  • 60. But nobody is saying it’s easy... Wednesday, 13 November 13
  • 61. #inthemoment @tomhimpe @theupsideuk Wednesday, 13 November 13