REAL TIME MARKETING 

THE NEW PRIME 

TIME OR THE LATEST 

SHINY OBJECT?
November 19, 2013
!2
#RTM #WOMMASummit
@zenaweist
@chriskooluris
@stephfinee
@tecalewellyn
@rickmurray
!3
PANEL RULES
Please don’t talk about your own stuff.
!
With all respect to our friends at 360i and our clients at
Mondel...
Why does every brand in the super market have to talk?
When will brands stop getting excited on Cinco De Mayo?
Why is ever...
!5
REAL TIME MARKETING
DEFINITION
Using data analytics with a process flow 

to shift marketing messaging in real time 

o...
REAL TIME MARKETING

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

IN ACTION
!7
REAL TIME MARKETING 

IN ACTION
!8
REAL TIME MARKETING 

IN ACTION
!9
REAL TIME MARKETING 

DEFINED
rel • e • vance [rel-uh-vuh ns] NOUN
The condition of being relevant, or connected
with the ...
GETTING IT RIGHT
!11
GETTING IT WRONG
• News and Clever Branded Copy = 

Social Media Graphic
• Single Channel Approach
• No Tie-back to Busine...
WHY IT MATTERS
Exposure to Real Time Marketing Increases
Likelihood to be Aware, Learn More, 

Discuss and Consider.
Sourc...
WHAT’S NEXT FOR
REAL TIME 

MARKETING
!14
CASE STUDIES
#SWIMFORRELIEF
• 48 Hour Charity Swim by Diana Nyad 

for Hurricane Sandy Recovery
• Nailed the Timing
• Live...
CASE STUDIES
@Charmin
• Awesome job with being current while

taking on potty humor
• It dares to push the limit on potty ...
Real Time Marketing WOMMA 2013
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Real Time Marketing WOMMA 2013

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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.

Published in: Social Media, Business, Technology
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Real Time Marketing WOMMA 2013

  1. 1. REAL TIME MARKETING 
 THE NEW PRIME 
 TIME OR THE LATEST 
 SHINY OBJECT? November 19, 2013
  2. 2. !2 #RTM #WOMMASummit @zenaweist @chriskooluris @stephfinee @tecalewellyn @rickmurray
  3. 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. 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. !5 REAL TIME MARKETING DEFINITION Using data analytics with a process flow 
 to shift marketing messaging in real time 
 or near real time.
  6. 6. REAL TIME MARKETING
 THE HOW • Process: Not a Project • Ongoing Newsroom: Not Campaign • Brand Relevant: Not Buzz Wedge !6
  7. 7. REAL TIME MARKETING 
 IN ACTION !7
  8. 8. REAL TIME MARKETING 
 IN ACTION !8
  9. 9. REAL TIME MARKETING 
 IN ACTION !9
  10. 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. 11. GETTING IT RIGHT !11
  12. 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. 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. 14. WHAT’S NEXT FOR REAL TIME 
 MARKETING !14
  15. 15. 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
  16. 16. 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
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