This document discusses real-time marketing and how brands can determine when it is appropriate to participate in conversations around live events versus buzz-worthy content. It notes that live events like the Super Bowl have established audiences and sponsorship opportunities, which make the space noisier, while content like the viral "Dress" photo do not. The document provides a checklist for brands to use to assess whether their values, audience, and message alignment make jumping into a particular conversation a good strategic fit to minimize risks.

1. Taking the Leap:
Real Talk about Real-Time Marketing
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2. With every big event, live television show,
news story or even just a piece of buzz-worthy
content, we see an increasing number of
brands lining up for a piece of the
conversation pie.
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3. With every big event, live television show,
news story or even just a piece of buzz-worthy
content, we see an increasing number of
brands lining up for a piece of the
conversation pie.
And because of this, the term “Real-Time
Marketing” is becoming…
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4. A real-life buzzkill buzzword.
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5. Even though a lot of brands are playing in the
space, it can still be difficult to predict success.
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6. What we can predict is:
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7. An increase in attention.
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8. An increase in conversation.
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9. An increase in engagement.
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10. Research says brands that participate in
Real-Time Marketing through social can
expect to receive a 1,200% increase
in engagement.
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11. That’s big.
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12. So how can we ensure that the increase in
engagement is less:
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13. So how can we ensure that the increase in
engagement is less:
And more:
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14. And even better, how can we begin to
predict success when it comes to Real-Time
Marketing efforts?
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15. To uncover this, let’s dissect what “Real-Time
Marketing” really is.
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16. To uncover this, let’s dissect what “Real-Time
Marketing” really is.
This will give us a better understanding of
the space and will help guide us on when
we should leap into the conversation or
simply stay away.
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17. Let’s start by looking at the two areas we
see brands participating in most often:
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18. Let’s start by looking at the two areas we
see brands participating in most often:
Live television
and
buzz-worthy content.
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19. Which begs the question…
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20. Which begs the question…
How is the behavior between brands
jumping into the two spaces different?
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21. For starters, let’s consider how live television
and buzz-worthy content are alike.
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22. As we walk through this, we’ll use:
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23. As we walk through this, we’ll use:
The Super Bowl as an
example of live television
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24. As we walk through this, we’ll use:
The Super Bowl as an
example of live television
The Dress as an example of
buzz-worthy content.
and
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25. (You knew The Dress would find its way into here somehow.)
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26. (You knew The Dress would find its way into here somehow.)
(And for the record, it was white and gold.)
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27. (You knew The Dress would find its way into here somehow.)
(And for the record, it was white and gold.)
(But we digress.)
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28. Both occurrences happen in real-time,
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29. Both occurrences happen in real-time,
are highly social
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30. Both occurrences happen in real-time,
are highly social
and often spike after a defining moment.
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31. So what makes them different?
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32. For starters, the fan base.
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33. For starters, the fan base.
When we’re talking about a live television
event, there is an already-established fan
base.
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34. For starters, the fan base.
When we’re talking about a live television
event, there is an already-established fan
base.
This isn’t necessarily the case for a buzz-worthy
piece of content like The Dress.
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35. Another difference between the two
involves sponsorship.
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36. Another difference between the two
involves sponsorship.
The Super Bowl attracts a lot of brands and
official sponsors.
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37. Another difference between the two
involves sponsorship.
The Super Bowl attracts a lot of brands and
official sponsors.
There aren’t any sponsors of The Dress. Any
brand association comes after the defining
moment.
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38. Another way of looking at this is:
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39. Another way of looking at this is:
Established fan base
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40. Another way of looking at this is:
Established fan base + Sponsorship
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41. Another way of looking at this is:
Established fan base + Sponsorship =
(Noise)
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42. And we can all agree The Super Bowl is noisy.
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43. Brand messages, even if in real-time, get lost
really easily because there is an actual event
happening that people really care about.
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44. There was no event around The Dress.
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45. There was no event around The Dress.
(#sorrynotsorry)
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46. Another interesting thing we should consider
is consumer expectation.
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47. Consumers have higher expectations for
brands that jump into a live television event
like the Super Bowl, because the brand
knew that live event was going to happen.
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48. Consumers have higher expectations for
brands that jump into a live television event
like the Super Bowl, because the brand
knew that live event was going to happen.
But… the space is more crowded, so if the
brand fails, it isn’t as noticeable.
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49. When a brand leaps into a conversation
around The Dress and fails, it’s painfully
noticeable.
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50. Let’s take Pizza Hut for example:
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51. Let’s take Pizza Hut for example:
A brand that entered the space with both
the Super Bowl and The Dress.
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52. For the Super Bowl, Pizza Hut tweeted a vine
of Tony Romo with the caption “Tony Romo
reviews Triple Cheese Covered Stuffed
Crust.”
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53. It was a bit of a miss, and it got some eye
rolls… but that was pretty much it.
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54. Pizza Hut UK entered the space about The
Dress by posting an image of a pizza where
one slice was green.
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55. Pizza Hut UK entered the space about The
Dress by posting an image of a pizza where
one slice was green.
The caption read “OMG need your help. Is
this a different colour to you?”
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56. (I know, right?)
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57. Again, a bit of a miss, but this post didn’t get
eye rolls.
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58. It got WTFs.
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59. As demonstrated by Pizza Hut, brands often
enter the space of buzz-worthy content in
the same manner they enter into any other
Real-Time Marketing conversation.
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60. But with less time.
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61. But with less planning.
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62. But with less strategy.
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63. And a lot less .
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64. (I mean, green pizza.)
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65. But if the consumer expectation for the two
is different…
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66. But if the consumer expectation for the two
is different…
Shouldn’t the qualifiers for whether or not a
brand should take that leap be different,
too?
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67. Funny you should ask.
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68. Let’s consider a simple check list.
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69. Live Television Buzz-Worthy Contentvs.
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70. Live Television Buzz-Worthy Content
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
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71. Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
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72. Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
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73. Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
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74. Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends

75. Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Conversation Association: Are the
topics within the conversation ones you want your
brand to be associated with?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends

76. Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Consumer Expectation: Do
people expect your brand to participate?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Conversation Association: Are the
topics within the conversation ones you want your
brand to be associated with?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends

77. Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Consumer Expectation: Do
people expect your brand to participate?
Consumer Perception: Will consumers
perceive your brand in a positive light after
entering the space?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Conversation Association: Are the
topics within the conversation ones you want your
brand to be associated with?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends

78. Live Television Buzz-Worthy Content
Brand Values: Are your brand values
reinforced by posting in this space?
Audience Overlap: Does your audience
overlap with the live television audience?
Topic Alignment: Is your brand or
product naturally associated with the event?
Consumer Expectation: Do
people expect your brand to participate?
Consumer Perception: Will consumers
perceive your brand in a positive light after
entering the space?
Audience Tolerance: Is the audience
accepting of brand voices entering the space?
Conversation Association: Are the
topics within the conversation ones you want your
brand to be associated with?
Brand Saturation: Is there still room
for your voice, amongst all the saturation?
vs.
#FHtrends

79. So how many boxes need to be checked?
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80. As a general rule of thumb, on either checklist,
you should be able to confidently check
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81. 3out of the 4 boxes.
As a general rule of thumb, on either checklist,
you should be able to confidently check
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82. Taking these few simple steps to assess the
situation before diving in will do two things:
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83. Taking these few simple steps to assess the
situation before diving in will do two things:
Minimize the risk
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84. Taking these few simple steps to assess the
situation before diving in will do two things:
Minimize the risk
and
Ensure you belong in the space.
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85. In other words, it will keep you from leaping
into a tank of sharks, who will gobble you up
like a piece of pizza.
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86. (They don’t even care if the pizza is green.)
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87. Think before you leap...
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88. So that the leap you take,
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89. is a leap of confidence.
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90. Thank you.
FH Texas Planning & Insights
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91. Let’s connect.
Ryan Smith Abby Graves
@ryanpaulsmith
ryan.smith@fleishman.com
@ajgraves920
abby.graves@fleishman.com
#FHtrends