Rick Murray, Edelman Chris Kooluris, Micro Content Director, VaynerMedia Stephanie Matthews, Director, Real-Time Engagement, GolinHarris Teca Lewellyn, Senior Manager, Brand PR, Kellogg’s Zena Weist, Vice President, Strategy & Social Media, Expion Ever since the famous Oreo tweet, real-time marketing has quickly climbed the marketing buzzwords lists. In our WOMMA Summit session, we will discuss: the Principles of real-time marketing, how to use paid media to amplify earned media, how to creating a “real-time-ready” organization, the role of offline WOM in real-time, current best practices in B2C, B2B, and of course what's next.

1. REAL TIME MARKETING
THE NEW PRIME
TIME OR THE LATEST
SHINY OBJECT?
November 19, 2013

2. !2
#RTM #WOMMASummit
@zenaweist
@chriskooluris
@stephfinee
@tecalewellyn
@rickmurray

3. !3
PANEL RULES
Please don’t talk about your own stuff.
!
With all respect to our friends at 360i and our clients at
Mondelez, let’s not talk about Oreos.

4. Why does every brand in the super market have to talk?
When will brands stop getting excited on Cinco De Mayo?
Why is everyone chasing Oreo?
When will brands stop being so conservative and just act?
!4

5. !5
REAL TIME MARKETING
DEFINITION
Using data analytics with a process flow
to shift marketing messaging in real time
or near real time.

6. REAL TIME MARKETING
THE HOW
• Process: Not a Project
• Ongoing Newsroom: Not Campaign
• Brand Relevant: Not Buzz Wedge
!6

7. REAL TIME MARKETING
IN ACTION
!7

8. REAL TIME MARKETING
IN ACTION
!8

9. REAL TIME MARKETING
IN ACTION
!9

10. REAL TIME MARKETING
DEFINED
rel • e • vance [rel-uh-vuh ns] NOUN
The condition of being relevant, or connected
with the matter at hand: “Some traditional
institutions of the media lack relevance in
this digital age.”
!10

11. GETTING IT RIGHT
!11

12. GETTING IT WRONG
• News and Clever Branded Copy =
Social Media Graphic
• Single Channel Approach
• No Tie-back to Business, Marketing
or PR Goals
!12

13. WHY IT MATTERS
Exposure to Real Time Marketing Increases
Likelihood to be Aware, Learn More,
Discuss and Consider.
Source: GolinHarris Global RTM Study, 2012 !13

14. WHAT’S NEXT FOR
REAL TIME
MARKETING
!14

16. CASE STUDIES
#SWIMFORRELIEF
• 48 Hour Charity Swim by Diana Nyad
for Hurricane Sandy Recovery
• Nailed the Timing
• Live Tweeting from Several P&G Brands
• Strong CTA for Consumers
• Huge Earned Impressions
!16

17. CASE STUDIES
@Charmin
• Awesome job with being current while
taking on potty humor
• It dares to push the limit on potty humor:
“It’s National Coffee Day and we’re here
for you. #YouKnowWhy #tweetfromtheseat”
!17