Designing for Real-Time Marketing - SXSW 2013

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Tyler Travitz, Digital Design Director at Golinharris, shares tips on rapid content creation and design in the age of real-time marketing. From SXSW 2013, delivered 3/10/13.

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Designing for Real-Time Marketing - SXSW 2013

  1. 1. DESIGNINGFOR REAL-TIME MARKETING Tyler Travitz Director, Interactive Design GolinHarris #RTDesign
  2. 2. BEER #RTDesign
  3. 3. BEER15MIN #RTDesign
  4. 4. DEFINED Authentic communicationdelivered at the right time and place, with the right message, oen linked to other stimuli. #RTDesign
  5. 5. OPPORTUNISTIC RTM #RTDesign
  6. 6. OPPORTUNISTIC RTMCommentary on the moment #RTDesign
  7. 7. OPPORTUNISTIC RTMCommentary on the moment Includes other content #RTDesign
  8. 8. OPPORTUNISTIC RTMCommentary on the moment Includes other content Human driven #RTDesign
  9. 9. OPPORTUNISTIC RTMCommentary on the moment Includes other content Human driven Organic #RTDesign
  10. 10. RTM GOES MAINSTREAM #RTDesign
  11. 11. DUNK HEARD ROUND THE WORLD #RTDesign
  12. 12. #OSCARSRTM #RTDesign
  13. 13. CHOBANI #RTDesign
  14. 14. #OSCARSFAIL? #RTDesign
  15. 15. IT WORKS3,200 U.S. Consumers #RTDesign
  16. 16. IT WORKS 3,200 U.S. Consumers 1 Amplifies othermarketing efforts #RTDesign
  17. 17. IT WORKS 3,200 U.S. Consumers 1 2 Amplifies other Changesmarketing efforts consumer behavior #RTDesign
  18. 18. IT WORKS 3,200 U.S. Consumers 1 2 Amplifies other Changesmarketing efforts consumer behavior hp://RTMresearch.com #RTDesign
  19. 19. THIS, NOT THAT #RTDesign
  20. 20. #1 AUTHENTICITYThe message has to be authentic #RTDesign
  21. 21. FORCING IT #RTDesign
  22. 22. SHOE-IN #RTDesign
  23. 23. BEARLY COVERED #RTDesign
  24. 24. SIDE BY SIDE #RTDesign
  25. 25. SIDE BY SIDEknow the brand #RTDesign
  26. 26. SIDE BY SIDE know the brandpartner with copywriter #RTDesign
  27. 27. SIDE BY SIDE know the brandpartner with copywriter get involved early #RTDesign
  28. 28. SIDE BY SIDE know the brandpartner with copywriter get involved early content calendar #RTDesign
  29. 29. #2 PLANNED FOR ...but not planned #RTDesign
  30. 30. #2 PLANNED FOR #RTDesign
  31. 31. UNFORESEEN #RTDesign
  32. 32. #2 PLANNED FOR Pregame, National Anthem, Coin TossCommercials, Game, Halime Show Outcome, MVP, Winner/Loser, Power Outage, Wardrobe Malfunction #RTDesign
  33. 33. DESIGNER PREP #RTDesign
  34. 34. DESIGNER PREP Prepare assets #RTDesign
  35. 35. DESIGNER PREP Prepare assets Establish a look #RTDesign
  36. 36. DESIGNER PREP Prepare assets Establish a look1. Creates visual consistency #RTDesign
  37. 37. DESIGNER PREP Prepare assets Establish a look1. Creates visual consistency 2. Faster publication #RTDesign
  38. 38. #3 TIMELINESSRTM has to be timely. #RTDesign
  39. 39. #3 TIMELINESS RTM has to be timely.“Now more than at any other time in history, speed and agility are decisive competitive advantages.” - David Meerman Sco Realtime Marketing & PR #RTDesign
  40. 40. WORKFLOWproblem brief final solution product test design review revise #RTDesign
  41. 41. WORKFLOWinsight idea create review (revise) publish #RTDesign
  42. 42. COLLABORATION #RTDesign
  43. 43. MISSION CONTROL“We had a mission control set up at our office withthe brand and 360i... Because the brand team wasthere, it was easy to get approvals and get it up in minutes." - Sarah Hofsteer, 360i President #RTDesign
  44. 44. WHO?Account Management CreativeCommunity Managers Client Legal #RTDesign
  45. 45. CHALLENGES #RTDesign
  46. 46. CHALLENGESWork Quality #RTDesign
  47. 47. CHALLENGESWork Quality Pixel-Pusher #RTDesign
  48. 48. CHALLENGESWork Quality Pixel-Pusher Legacy #RTDesign
  49. 49. BUZZ(WORD) KILLReal-Time Marketing #RTDesign
  50. 50. BUZZ(WORD) KILL Marketing #RTDesign
  51. 51. THANK YOU!rate it! hp://sxsw.tv/d8u @tylertravitz

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