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Real Time…
Leveraging the “Now”
#SMWCPH – 21/02/2014

#SMWDLBi

@ideasoutloud
Me…

@ideasoutloud
Gus Murray
Nordic Director of
Social Media

#SMWDLBi

#UltraMarathoner
#Australian
#ImmigrationNinja
#HugosHuman

@ideasoutloud

2
Some of our social clients:

#SMWDLBi

@ideasoutloud
This week you’ve been spoiled…

Design
#SMWDLBi

Search
@ideasoutloud

Data
4
What is Real Time
Marketing?

#SMWDLBi

@ideasoutloud
"Real-time marketing offers the
potential for massive reach and
amazing engagement without the
capital cost association of marketing
campaigns,"
#SMWDLBi

@ideasoutloud

6
#SMWDLBi

@ideasoutloud
Real-time marketing isn’t
new. It’s about recognizing
an opportunity and
responding to it.
#SMWDLBi

@ideasoutloud
We have two challenges:

+
Time
#SMWDLBi

@ideasoutloud

Attention
On average consumers
only engage with brands for

6.5 seconds
#SMWDLBi

@ideasoutloud
Our aim:

News
Feeds
(Discovery)

#SMWDLBi

Social
Search

@ideasoutloud

Search
(Intent)

11
OWNE
D

Our World:

EARNED

PAID

#SMWDLBi

@ideasoutloud
Our customers world:

Inform

Utility

Recognize

Reward

Entertain

You enlighten
and inform
me.

You offer tools
that help me.

You
appreciate
me and my
contribution.

You give me
value adding
benefits.

You amuse and
surprise me.

#SMWDLBi

@ideasoutloud

13
Today audiences are turning to
multiple channels for news and
they’re receiving a massive amount
of information from each one.

#SMWDLBi

@ideasoutloud

14
#hurricanesandy
Peak volume of tweets with
the hashtag #hurricanesandy.

1.600
per
minute

Number of pictures with the tag #sandy
uploaded to Instagram in peak hours.

The most shared term on
Facebook 31. October 2012.

10 per
second
“We are
ok”
#SMWDLBi

@ideasoutloud

15
Real-Time, Adaptive, Anticipative…

#SMWDLBi

@ideasoutloud

16
Right
Message

17	
  

#SMWDLBi

Right
Audience

@ideasoutloud

Right
Time
Timely content yields increased engagement

Timeliness

Real-time
marketing

Billboard
Print
ad	
  
Digital
marketing

Planned
marketing

TV

Engagement
#SMWDLBi

@ideasoutloud

18
Real-time marketing is not a new
concept. It’s about about
recognizing an opportunity and
responding to it.

#SMWDLBi

@ideasoutloud

19
#SMWDLBi

@ideasoutloud

20
Today:
Trigger

Creative
content
development

REAL-TIME
MARKETING

Media
purchase

Measurement
& analytics

Promotion &
engagement

#SMWDLBi

@ideasoutloud

21
6 Trigger Types

#SMWDLBi

@ideasoutloud
Planned
Location
-Based

Brand
Event

Predictive
Analytics
Anticipated
Event

Reactive

Proactive

Brand/
Customer
Interaction
News/
Crisis/
Politics

Unplanned
#SMWDLBi

@ideasoutloud

23
#1 Breaking News
- Reactive & Unplanned

#SMWDLBi

@ideasoutloud
Politics

#SMWDLBi

@ideasoutloud

25
Crisis

#SMWDLBi

@ideasoutloud

26
Cause

#SMWDLBi

@ideasoutloud

27
#fail

#SMWDLBi

@ideasoutloud

28
#2 Brand / Customer
Interaction

#SMWDLBi

@ideasoutloud
Customer

#SMWDLBi

@ideasoutloud

30
Brand
Brand
On
Brand

#SMWDLBi

@ideasoutloud

31
#SMWDLBi

@ideasoutloud

32
Brand
Brand
on
Brand

#SMWDLBi

@ideasoutloud

33
Brand
Customer

#SMWDLBi

@ideasoutloud

34
Sochi
Problems

#SMWDLBi

@ideasoutloud

35
Solution
#1

#SMWDLBi

@ideasoutloud

36
Solution
#2

#SMWDLBi

@ideasoutloud

37
#3 Anticipated Events

#SMWDLBi

@ideasoutloud
Super
Brand
Bowl

#SMWDLBi

@ideasoutloud

39
Super
Bowl

#SMWDLBi

@ideasoutloud

40
Super
Bowl

#SMWDLBi

@ideasoutloud

41
Emmy’s

#SMWDLBi

@ideasoutloud

42
Oscars

#SMWDLBi

@ideasoutloud

43
#4 Predictive Event

#SMWDLBi

@ideasoutloud
Days to
Celebrate

#SMWDLBi

@ideasoutloud

45
Holidays

#SMWDLBi

@ideasoutloud

46
National
Days

#SMWDLBi

@ideasoutloud

47
Special

#SMWDLBi

@ideasoutloud

48
OnlineOffline

#SMWDLBi

@ideasoutloud

49
#5 Brand Events

#SMWDLBi

@ideasoutloud
#NYFW

#SMWDLBi

@ideasoutloud

51
Small
Biz Sat

#SMWDLBi

@ideasoutloud

52
XMAS
Event

#SMWDLBi

@ideasoutloud

53
#SMWDLBi

@ideasoutloud

54
#TripleE

#SMWDLBi

@ideasoutloud

55
#TripleE

#SMWDLBi

@ideasoutloud

56
#SMWDLBi

@ideasoutloud

57
#6 Location Based

#SMWDLBi

@ideasoutloud
Partners

#SMWDLBi

@ideasoutloud

59
Charity

#SMWDLBi

@ideasoutloud

60
Real Time Media
Buys

#SMWDLBi

@ideasoutloud
Dark posting?

#SMWDLBi

@ideasoutloud
A more effective delivery
mechanism.

#SMWDLBi

@ideasoutloud

63
Newsfeed
Fatigue

#SMWDLBi

@ideasoutloud

64
Interest

#SMWDLBi

@ideasoutloud

65
Weather

#SMWDLBi

@ideasoutloud

66
Inventory

#SMWDLBi

@ideasoutloud

67
Competitor
Ads

#SMWDLBi

@ideasoutloud

68
Web
Traffic

#SMWDLBi

@ideasoutloud

69
Foot
Traffic

#SMWDLBi

@ideasoutloud

70
Engaged
last

#SMWDLBi

@ideasoutloud

71
SOCIAL AS A
SERVICE
#SMWDLBi

@ideasoutloud
In closing

#SMWDLBi

@ideasoutloud
Trigger

Creative
content
development

REAL-TIME
MARKETING

Media
purchase

Measurement
& analytics

Promotion &
engagement

#SMWDLBi

@ideasoutloud

74
Four rules of Real Time

Valuable

Of Interest

#SMWDLBi

@ideasoutloud

Shareable

Thumb
Friendly
Remember:
We want to look for the best
opportunity. We’re not looking for all
of the opportunities.

#SMWDLBi

@ideasoutloud

76
Thank you

#SMWDLBi

@ideasoutloud

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Social Media Week 2014 @DigitasLBi: Real time marketing