5 THINGS ABOUT RTM
©2013 Critical Mass, Inc. All Rights Reserved | 1
•  Introduction

RULES
©2013 Critical Mass, Inc. All Rights Reserved | 2
•  Introduction

RTM THE CRAP
OUT OF THIS TALK
©2013 Critical Mass, Inc. All Rights Reserved | 3
•  Introduction

@DOCTORJONES
©2013 Critical Mass, Inc. All Rights Reserved | 4
•  Introduction

@DX3CANADA
©2013 Critical Mass, Inc. All Rights Reserved | 5
•  Introduction

#DX32014
©2013 Critical Mass, Inc. All Rights Reserved | 6
WHAT IS IT
©2013 Critical Mass, Inc. All Rights Reserved | 7
IT’S NOT
NEW

©2013 Critical Mass, Inc. All Rights Reserved | 8
©2013 Critical Mass, Inc. All Rights Reserved | 9
IT MEANS DIFFERENT THINGS

TO DIFFERENT
PEOPLE

©2013 Critical Mass, Inc. All Rights Reserved | 10
©2013 Critical Mass, Inc. All Rights Reserved | 11
©2013 Critical Mass, Inc. All Rights Reserved | 12
©2013 Critical Mass, Inc. All Rights Reserved | 13
©2013 Critical Mass, Inc. All Rights Reserved | 14
©2013 Critical Mass, Inc. All Rights Reserved | 15
©2013 Critical Mass, Inc. All Rights Reserved | 16
HOW MANY WAYS

CAN YOU MARKET
IN REAL TIME?

©2013 Critical Mass, Inc. All Rights Reserved | 17
©2013 Critical Mass, Inc. All Rights Reserved | 18
©2013 Critical Mass, Inc. All Rights Reserved | 19
BUT JUST SO

WE’RE ABSOLUTELY
CRYSTAL CLEAR

©2013 Critical Mass, Inc. All Rights Reserved | 20
©2013 Critical Mass, Inc. All Rights Reserved | 21
IN REALITY, THERE ARE

JUST SO MANY
BETTER NAMES

©2013 Critical Mass, Inc. All Rights Reserved | 22
TOPICAL
MARKETING

©2013 Critical Mass, Inc. All Rights Reserved | 23
ZEITGEIST
MARKETING

©2013 Critical Mass, Inc. All Rights Reserved | 24
RELEVANCY
MARKETING

©2013 Critical Mass, Inc. All Rights Reserved | 25
CONVERSATIONAL
MARKETING

©2013 Critical Mass, Inc. All Rights Reserved | 26
ALWAYS-ON
MARKETING

©2013 Critical Mass, Inc. All Rights Reserved | 27
LOOK HOW HIP WE ARE
MARKETING

©2013 Critical Mass, Inc. All Rights Reserved | 28
WE’VE DONE BLOGS, VIRAL, FACEBOOK, HASHTAGS,
TUMBLRS, PINTEREST AND INSTAGRAM AND NOW WE DO

THIS KIND OF
MARKETING

©2013...
FOR TODAY, WE’LL STICK WITH

REAL-TIME
MARKETING

©2013 Critical Mass, Inc. All Rights Reserved | 30
KNOW YOUR BRAND
©2013 Critical Mass, Inc. All Rights Reserved | 31
ASK YOURSELF

SOME REALLY
TOUGH QUESTIONS

©2013 Critical Mass, Inc. All Rights Reserved | 32
IS IT IN MY DNA?
DO I HAVE THE INFRASTRUCTURE?
AM I BRAVE ENOUGH, SMART ENOUGH
AND DO PEOPLE LIKE ME?

©2013 Critical Mass...
IS IT IN MY DNA?

DOES MY BRAND HAVE PERSONALITY?

©2013 Critical Mass, Inc. All Rights Reserved | 34
©2013 Critical Mass, Inc. All Rights Reserved | 35
IS IT IN MY DNA?

DO I HAVE A SOCIAL PERSONA?

©2013 Critical Mass, Inc. All Rights Reserved | 36
IS IT IN MY DNA?

HAVE I BEEN RELATABLE IN THE PAST?

©2013 Critical Mass, Inc. All Rights Reserved | 37
IS IT IN MY DNA?

CAN I HAVE A HUMAN CONVERSATION?

©2013 Critical Mass, Inc. All Rights Reserved | 38
DO I HAVE THE INFRASTRUCTURE IN PLACE?

AUTHORITY TO MOVE FAST?

©2013 Critical Mass, Inc. All Rights Reserved | 39
DO I HAVE THE INFRASTRUCTURE IN PLACE?

DEDICATED COMMUNITY MANAGERS?

©2013 Critical Mass, Inc. All Rights Reserved | 40
DO I HAVE THE INFRASTRUCTURE IN PLACE?

ART/COPY AT SPEED OF SOCIAL?

©2013 Critical Mass, Inc. All Rights Reserved | 41
AM I BRAVE ENOUGH, SMART
ENOUGH AND DO PEOPLE LIKE ME?

©2013 Critical Mass, Inc. All Rights Reserved | 42
“As you watch the game and #RTMbowl
remember that for almost all brands,
participation does not equal relevance.
Right tim...
BRAVERY

©2013 Critical Mass, Inc. All Rights Reserved | 44
WIT (OR NOT)

©2013 Critical Mass, Inc. All Rights Reserved | 45
RESTRAINT

©2013 Critical Mass, Inc. All Rights Reserved | 46
KNOW YOUR AUDIENCE
©2013 Critical Mass, Inc. All Rights Reserved | 47
BE REALISTIC

ABOUT WHAT
PEOPLE WANT

©2013 Critical Mass, Inc. All Rights Reserved | 48
DOES MY BRAND HAVE AN AUDIENCE?
DO THEY WANT THIS CONTENT?
WHEN & WHERE & WHY ARE THEY
CONNECTING WITH MY BRAND?

©2013 Cr...
DO I HAVE AN AUDIENCE?

BUILD IT FIRST, BUILD IT RIGHT

©2013 Critical Mass, Inc. All Rights Reserved | 50
©2013 Critical Mass, Inc. All Rights Reserved | 51
DO THEY WANT THIS CONTENT?

STUDY WHAT
PEOPLE DO ON
SOCIAL

©2013 Critical Mass, Inc. All Rights Reserved | 52
©2013 Critical Mass, Inc. All Rights Reserved | 53
WHAT DO THEY WANT FROM YOU?

WHAT ARE THEY SAYING?

©2013 Critical Mass, Inc. All Rights Reserved | 54
WHAT DO THEY WANT FROM YOU?

WHAT ARE THEY SAYING?

©2013 Critical Mass, Inc. All Rights Reserved | 55
©2013 Critical Mass, Inc. All Rights Reserved | 56
©2013 Critical Mass, Inc. All Rights Reserved | 57
PREPARE TO FAIL…
©2013 Critical Mass, Inc. All Rights Reserved | 58
©2013 Critical Mass, Inc. All Rights Reserved | 59
©2013 Critical Mass, Inc. All Rights Reserved | 60
©2013 Critical Mass, Inc. All Rights Reserved | 61
©2013 Critical Mass, Inc. All Rights Reserved | 62
©2013 Critical Mass, Inc. All Rights Reserved | 63
©2013 Critical Mass, Inc. All Rights Reserved | 64
©2013 Critical Mass, Inc. All Rights Reserved | 65
©2013 Critical Mass, Inc. All Rights Reserved | 66
MEASURE WHAT MATTERS
©2013 Critical Mass, Inc. All Rights Reserved | 67
BE HONEST WITH YOURSELF

ABOUT WHAT

ACTUALLY MATTERS
©2013 Critical Mass, Inc. All Rights Reserved | 68
GOOD = SOCIAL METRICS
BETTER = BRAND MEASURES
BEST = BUSINESS ACTIONS
©2013 Critical Mass, Inc. All Rights Reserved | 69
SOCIAL METRICS

CONTENT PERFORMANCE
AUDIENCE GROWTH
INTERACTION
REACH
DEMOGRAPHICS

©2013 Critical Mass, Inc. All Rights R...
BRAND MEASURES

IMPACT ON BRAND HEALTH
CHANGING THE BRAND VOICE
SENTIMENT
PURCHASE INTENT
SHARE OF VOICE
DEMOGRAPHICS
LOYA...
BUSINESS ACTIONS

DRIVING THE BOTTOM LINE
SITE/RETAIL VISITS
CRM/LOYALTY
PURCHASE FUNNEL
COUPONING
SALES
FOCUS GROUPS
BRAN...
1. 
2. 
3. 
4. 
5. 

WHAT IS IT?
KNOW YOUR BRAND
KNOW YOUR AUDIENCE
PREPARE TO FAIL
MEASURE WHAT MATTERS
©2013 Critical Ma...
THANK
YOU

@DOCTORJONES
DAVE@DAVEJONES.CA
©2013 Critical Mass, Inc. All Rights Reserved | 74
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Dx3 Canada - 5 Things You Need to Know About Real-Time Marketing

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The slides from my RTM presentation at Dx3 Canada on March 6, 2014.

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Dx3 Canada - 5 Things You Need to Know About Real-Time Marketing

  1. 1. 5 THINGS ABOUT RTM ©2013 Critical Mass, Inc. All Rights Reserved | 1
  2. 2. •  Introduction RULES ©2013 Critical Mass, Inc. All Rights Reserved | 2
  3. 3. •  Introduction RTM THE CRAP OUT OF THIS TALK ©2013 Critical Mass, Inc. All Rights Reserved | 3
  4. 4. •  Introduction @DOCTORJONES ©2013 Critical Mass, Inc. All Rights Reserved | 4
  5. 5. •  Introduction @DX3CANADA ©2013 Critical Mass, Inc. All Rights Reserved | 5
  6. 6. •  Introduction #DX32014 ©2013 Critical Mass, Inc. All Rights Reserved | 6
  7. 7. WHAT IS IT ©2013 Critical Mass, Inc. All Rights Reserved | 7
  8. 8. IT’S NOT NEW ©2013 Critical Mass, Inc. All Rights Reserved | 8
  9. 9. ©2013 Critical Mass, Inc. All Rights Reserved | 9
  10. 10. IT MEANS DIFFERENT THINGS TO DIFFERENT PEOPLE ©2013 Critical Mass, Inc. All Rights Reserved | 10
  11. 11. ©2013 Critical Mass, Inc. All Rights Reserved | 11
  12. 12. ©2013 Critical Mass, Inc. All Rights Reserved | 12
  13. 13. ©2013 Critical Mass, Inc. All Rights Reserved | 13
  14. 14. ©2013 Critical Mass, Inc. All Rights Reserved | 14
  15. 15. ©2013 Critical Mass, Inc. All Rights Reserved | 15
  16. 16. ©2013 Critical Mass, Inc. All Rights Reserved | 16
  17. 17. HOW MANY WAYS CAN YOU MARKET IN REAL TIME? ©2013 Critical Mass, Inc. All Rights Reserved | 17
  18. 18. ©2013 Critical Mass, Inc. All Rights Reserved | 18
  19. 19. ©2013 Critical Mass, Inc. All Rights Reserved | 19
  20. 20. BUT JUST SO WE’RE ABSOLUTELY CRYSTAL CLEAR ©2013 Critical Mass, Inc. All Rights Reserved | 20
  21. 21. ©2013 Critical Mass, Inc. All Rights Reserved | 21
  22. 22. IN REALITY, THERE ARE JUST SO MANY BETTER NAMES ©2013 Critical Mass, Inc. All Rights Reserved | 22
  23. 23. TOPICAL MARKETING ©2013 Critical Mass, Inc. All Rights Reserved | 23
  24. 24. ZEITGEIST MARKETING ©2013 Critical Mass, Inc. All Rights Reserved | 24
  25. 25. RELEVANCY MARKETING ©2013 Critical Mass, Inc. All Rights Reserved | 25
  26. 26. CONVERSATIONAL MARKETING ©2013 Critical Mass, Inc. All Rights Reserved | 26
  27. 27. ALWAYS-ON MARKETING ©2013 Critical Mass, Inc. All Rights Reserved | 27
  28. 28. LOOK HOW HIP WE ARE MARKETING ©2013 Critical Mass, Inc. All Rights Reserved | 28
  29. 29. WE’VE DONE BLOGS, VIRAL, FACEBOOK, HASHTAGS, TUMBLRS, PINTEREST AND INSTAGRAM AND NOW WE DO THIS KIND OF MARKETING ©2013 Critical Mass, Inc. All Rights Reserved | 29
  30. 30. FOR TODAY, WE’LL STICK WITH REAL-TIME MARKETING ©2013 Critical Mass, Inc. All Rights Reserved | 30
  31. 31. KNOW YOUR BRAND ©2013 Critical Mass, Inc. All Rights Reserved | 31
  32. 32. ASK YOURSELF SOME REALLY TOUGH QUESTIONS ©2013 Critical Mass, Inc. All Rights Reserved | 32
  33. 33. IS IT IN MY DNA? DO I HAVE THE INFRASTRUCTURE? AM I BRAVE ENOUGH, SMART ENOUGH AND DO PEOPLE LIKE ME? ©2013 Critical Mass, Inc. All Rights Reserved | 33
  34. 34. IS IT IN MY DNA? DOES MY BRAND HAVE PERSONALITY? ©2013 Critical Mass, Inc. All Rights Reserved | 34
  35. 35. ©2013 Critical Mass, Inc. All Rights Reserved | 35
  36. 36. IS IT IN MY DNA? DO I HAVE A SOCIAL PERSONA? ©2013 Critical Mass, Inc. All Rights Reserved | 36
  37. 37. IS IT IN MY DNA? HAVE I BEEN RELATABLE IN THE PAST? ©2013 Critical Mass, Inc. All Rights Reserved | 37
  38. 38. IS IT IN MY DNA? CAN I HAVE A HUMAN CONVERSATION? ©2013 Critical Mass, Inc. All Rights Reserved | 38
  39. 39. DO I HAVE THE INFRASTRUCTURE IN PLACE? AUTHORITY TO MOVE FAST? ©2013 Critical Mass, Inc. All Rights Reserved | 39
  40. 40. DO I HAVE THE INFRASTRUCTURE IN PLACE? DEDICATED COMMUNITY MANAGERS? ©2013 Critical Mass, Inc. All Rights Reserved | 40
  41. 41. DO I HAVE THE INFRASTRUCTURE IN PLACE? ART/COPY AT SPEED OF SOCIAL? ©2013 Critical Mass, Inc. All Rights Reserved | 41
  42. 42. AM I BRAVE ENOUGH, SMART ENOUGH AND DO PEOPLE LIKE ME? ©2013 Critical Mass, Inc. All Rights Reserved | 42
  43. 43. “As you watch the game and #RTMbowl remember that for almost all brands, participation does not equal relevance. Right time; not real time.” Ed Lee, Sr. Director Social Media, DDB Canada @edlee ©2013 Critical Mass, Inc. All Rights Reserved | 43
  44. 44. BRAVERY ©2013 Critical Mass, Inc. All Rights Reserved | 44
  45. 45. WIT (OR NOT) ©2013 Critical Mass, Inc. All Rights Reserved | 45
  46. 46. RESTRAINT ©2013 Critical Mass, Inc. All Rights Reserved | 46
  47. 47. KNOW YOUR AUDIENCE ©2013 Critical Mass, Inc. All Rights Reserved | 47
  48. 48. BE REALISTIC ABOUT WHAT PEOPLE WANT ©2013 Critical Mass, Inc. All Rights Reserved | 48
  49. 49. DOES MY BRAND HAVE AN AUDIENCE? DO THEY WANT THIS CONTENT? WHEN & WHERE & WHY ARE THEY CONNECTING WITH MY BRAND? ©2013 Critical Mass, Inc. All Rights Reserved | 49
  50. 50. DO I HAVE AN AUDIENCE? BUILD IT FIRST, BUILD IT RIGHT ©2013 Critical Mass, Inc. All Rights Reserved | 50
  51. 51. ©2013 Critical Mass, Inc. All Rights Reserved | 51
  52. 52. DO THEY WANT THIS CONTENT? STUDY WHAT PEOPLE DO ON SOCIAL ©2013 Critical Mass, Inc. All Rights Reserved | 52
  53. 53. ©2013 Critical Mass, Inc. All Rights Reserved | 53
  54. 54. WHAT DO THEY WANT FROM YOU? WHAT ARE THEY SAYING? ©2013 Critical Mass, Inc. All Rights Reserved | 54
  55. 55. WHAT DO THEY WANT FROM YOU? WHAT ARE THEY SAYING? ©2013 Critical Mass, Inc. All Rights Reserved | 55
  56. 56. ©2013 Critical Mass, Inc. All Rights Reserved | 56
  57. 57. ©2013 Critical Mass, Inc. All Rights Reserved | 57
  58. 58. PREPARE TO FAIL… ©2013 Critical Mass, Inc. All Rights Reserved | 58
  59. 59. ©2013 Critical Mass, Inc. All Rights Reserved | 59
  60. 60. ©2013 Critical Mass, Inc. All Rights Reserved | 60
  61. 61. ©2013 Critical Mass, Inc. All Rights Reserved | 61
  62. 62. ©2013 Critical Mass, Inc. All Rights Reserved | 62
  63. 63. ©2013 Critical Mass, Inc. All Rights Reserved | 63
  64. 64. ©2013 Critical Mass, Inc. All Rights Reserved | 64
  65. 65. ©2013 Critical Mass, Inc. All Rights Reserved | 65
  66. 66. ©2013 Critical Mass, Inc. All Rights Reserved | 66
  67. 67. MEASURE WHAT MATTERS ©2013 Critical Mass, Inc. All Rights Reserved | 67
  68. 68. BE HONEST WITH YOURSELF ABOUT WHAT ACTUALLY MATTERS ©2013 Critical Mass, Inc. All Rights Reserved | 68
  69. 69. GOOD = SOCIAL METRICS BETTER = BRAND MEASURES BEST = BUSINESS ACTIONS ©2013 Critical Mass, Inc. All Rights Reserved | 69
  70. 70. SOCIAL METRICS CONTENT PERFORMANCE AUDIENCE GROWTH INTERACTION REACH DEMOGRAPHICS ©2013 Critical Mass, Inc. All Rights Reserved | 70
  71. 71. BRAND MEASURES IMPACT ON BRAND HEALTH CHANGING THE BRAND VOICE SENTIMENT PURCHASE INTENT SHARE OF VOICE DEMOGRAPHICS LOYALTY NPS ©2013 Critical Mass, Inc. All Rights Reserved | 71
  72. 72. BUSINESS ACTIONS DRIVING THE BOTTOM LINE SITE/RETAIL VISITS CRM/LOYALTY PURCHASE FUNNEL COUPONING SALES FOCUS GROUPS BRAND AMBASSADORS ©2013 Critical Mass, Inc. All Rights Reserved | 72
  73. 73. 1.  2.  3.  4.  5.  WHAT IS IT? KNOW YOUR BRAND KNOW YOUR AUDIENCE PREPARE TO FAIL MEASURE WHAT MATTERS ©2013 Critical Mass, Inc. All Rights Reserved | 73
  74. 74. THANK YOU @DOCTORJONES DAVE@DAVEJONES.CA ©2013 Critical Mass, Inc. All Rights Reserved | 74

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