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Designing for Real-Time Marketing

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The Internet, more specifically social media, has increased the speed with which we communicate. We’re Tweeting, Facebooking, texting, Pinning, Instagramming, and checking in constantly. This steady stream of information combined with the 24/7 news cycle has lead to the need for marketers to increase the speed of their engagement as well in an emerging field called “Real-time marketing.” Where there is marketing, there are designers. How do you design effectively for real-time marketing? This presentation focuses on best practices for designing for real-time marketing: what real-time marketing is, how it is being used, and how design plays a role.

Published in: Design, Business, News & Politics

Designing for Real-Time Marketing

  1. 1. DESIGNINGFor Real-Time Marketing Tyler Travitz Director, Interactive Design GolinHarris
  2. 2. #smwDesigning4RTM
  3. 3. WHO’S HERE?
  4. 4. “design” WITH SOME “Design” This talk covers both pixels and planning.
  5. 5. WARNING In addition to beer, this presentation also contains: •  cookies •  sharks •  wardrobe “malfunctions” •  Kate Upton •  suggestive polar bears
  6. 6. RTM DEFINED Authentic communication delivered at the right time and place, with the right message, often linked to other stimuli. “ ”
  7. 7. OPPORTUNISTIC RTM Commentary on the moment Includes other content Human driven Organic
  8. 8. IT ALL STARTED WHEN…
  9. 9. EXAMPLES
  10. 10. EXAMPLES
  11. 11. EXAMPLES
  12. 12. EXAMPLES
  13. 13. EXAMPLES
  14. 14. EXAMPLES
  15. 15. WHICH HAS LED TO…
  16. 16. “Brands need content that will generate positive engagement to justify their social media team’s work. A lot of clients don’t know how to measure social media value, so having more of something even the client doesn’t understand, such as engagement, feels like success. Real-time gives brands something to talk about…” – RTM Sucks Owner Digiday Interview September 25th
  17. 17. AND… “Ultimately, the fact is that real-time marketing -- even in the worst cases -- is noticed by few and forgotten by most. Maybe your time -- real and otherwise -- would be better spent jumping on the next marketing trend.”
  18. 18. SO… Are they right? Yes, and no.
  19. 19. YES Many brands are trying too hard to recreate the “dunk in the dark” moment. RTM is about singles, not homeruns. Shift to “Always-on”
  20. 20. NO RTM Works. 1 Amplifies other marketing efforts 2 Changes consumer behavior http://RTMresearch.com
  21. 21. CHANGES CONSUMER BEHAVIOR http://RTMresearch.com
  22. 22. HOW?
  23. 23. BEST PRACTICES FOR REAL-TIME CONTENT CREATORS
  24. 24. PROCESS Keep the kitchen door closed.
  25. 25. COOKS IN THE KITCHEN Account Management Creative Community Managers Client Legal
  26. 26. COLLABORATION
  27. 27. PROCESS Plan but also, plan for.
  28. 28. PLAN, BUT ALSO PLAN FOR… Pregame National Anthem Coin Toss Commercials Game Halftime Show Outcome MVP Winner/Loser
  29. 29. PLAN, BUT ALSO PLAN FOR…
  30. 30. PROCESS Plan, but also plan for…
  31. 31. CONTENT Content calendars are necessary, but shouldn’t be your entire strategy.
  32. 32. CONTENT Hyper-relevant, super timely. “Now more than at any other time in history, speed and agility are decisive competitive advantages.” - David Meerman Scott Realtime Marketing & PR
  33. 33. CONTENT
  34. 34. RELEVANCE, TIMELINESS
  35. 35. PROCESS Analytics Strategy Topic Planning Creative Development Measure
  36. 36. CONTENT Know when to say nothing.
  37. 37. CREATIVE Establish a visual voice
  38. 38. CREATIVE Channel Matters
  39. 39. CREATIVE
  40. 40. CREATIVE
  41. 41. CREATIVE Changing your workflow Concept Design Review Revise Review Revise Approve Publish
  42. 42. RTM WORKFLOW Insight Idea Ceate Review (Revise) Publish
  43. 43. CREATIVE Balancing speed and execution
  44. 44. RTM WORKFLOW Stay lo-fi for as long as possible
  45. 45. CHALLENGES
  46. 46. CHALLENGES Moving beyond Facebook, Twitter
  47. 47. CHALLENGES Subjectivity
  48. 48. SUBJECTIVITY
  49. 49. CHALLENGES Quality
  50. 50. QUALITY
  51. 51. CHALLENGES Legacy
  52. 52. BUZZ(WORD) KILL Real-Time Marketing
  53. 53. THANK YOU! @tylertravitz @golinharris

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