The document discusses strategies for brands to capitalize on unplanned events and trends in real-time through social media. It emphasizes the importance of having guidelines, approvals processes, and pre-planned content in place to enable rapid response. It also stresses designating roles and responsibilities to facilitate quick decision making. Real-time opportunities require an agile, cross-functional team that can source trends, create content, and get approvals rapidly before moments pass.

1. Making the most of the unplanned to create greater brand
and customer value

2. Director, Strategic Planning
Wunderman Singapore
Bea.Atienza@wunderman.com
Hi!
Kamusta?
Ni hao.

3. 

 

4. 

 

8. for

9. is the result of a

10. has put

11. “Marketers agree that current response times
need to improve.”
SOURCE: WAYIN 2015 REAL-TIME MARKETING REPORT

13. 7 THINGS MILLENIALS VALUE MOST
1. Technology and innovation that makes everyday tasks,
like exercise, dry cleaning, and transportation, easier.
2. “Instant gratification” – a.k.a. instant
access to information (and online
shopping).
3. Being able to share thoughts, images,
and accomplishments, in real time, via
social media.
4. Easy distribution of media and
merchandise across online platforms.
5. Healthy lifestyles, from organic food to athletic clothes
and popular workout trends.
6. Authenticity – or at least brands that have an interesting
story and seem authentic, like TOMs.
7. Discounts and free things. But also some expensive
things, like Apple products, Beats headphones, and
expensive athletic wear.
http://www.businessinsider.sg/goldman-sachs-millennial-values-2015-5/#.VbRzn_mqqko

14. changes with the
ever-evolving landscape, so

22. during which

25. “Newsjacking”
/ Funnel-driven
/ WOM-driven
/ Community

27. What will be produced
What kind of response
How quickly to react

28. How to
maximize the
moment

29. Social posts + Response
Real-time optimization / lead-generation
Digitizing parts of the sales process
Using real-time data to enhance other communication efforts

31. Weather Channel + Pantene
Weather triggers recommend
Pantene products
- In store
- Mobile Integration
via
CONTEXT CONTENT
http://2013.leoburnett.com/work/#sthash.rtc8JUEk.dpuf

32. via
CONTEXT CONTENT

33. via
CONTEXT CONTENT

34. via
CONTEXT CONTENT
Does it work? Is it worth the effort?
Will it be seen as brand SPAM?

35. via
CONTEXT CONTENT

36. via
CONTEXT CONTENT
Source: http://www.mumbrella.asia/2015/05/brands-
salute-defeated-manny-pacquiao/

37. via
CONTEXT CONTENT
Jollibee
Nescafe
Globe Telecom
Is there a reason for your brand to be
weighing in on the topic?
Source: http://www.mumbrella.asia/2015/05/brands-
salute-defeated-manny-pacquiao/

38. via
CONTEXT CONTENT

39. via
CONTEXT CONTENT

40. via
CONTEXT CONTENT

41. via
CONTEXT CONTENT

42. via
CONTEXT CONTENT

43. via
CONTEXT CONTENT
Xiaomi + Uber
Phone delivery within minutes,
one day before retail launch

44. via
CONTEXT CONTENT

45. via
CONTEXT CONTENT

46. via
CONTEXT CONTENT
http://www.marketing-interactive.com/look-ncpg-releases-follow-ad-anti-gambling/

50. ― Standards will differ by category
― Start with Volume Analysis (word-of-mouth and query trends by high-traffic times and days)
― Set target RESPONSE TIMES and RESPONSE RATES with community managers
― FAQs for most-asked questions and comments
― Will aide the CM in responding in a timely manner
― Should be updated for campaigns and promotions
― General hashtag use guide
― For any questions, queries or comments that don’t fall under FAQs
― Point person within client side to reach out to (can be different members for different
topic areas)
― Agreement on client response times
― Listening scope
― Conversation guides – Which topics or hashtags to comment on / Which to avoid

51. Audit the last 6 months of social inquiry and feedback to map frequent questions and topics.
― Product overview
― Stock availability
― Retail location information
― Customer Service Inquiries
― Contact information
― Campaign FAQs
― Promotion FAQs

52. ― Clarity on the overall brand strategy as it relates to social
― Clear ROLE OF SOCIAL + CONVERSATIONAL TERRITORY
― Screen to check if real-time topics fit with brand and business priorities
― Clear business objectives / marketing objectives / marketing calendar
― Pre-planned social content POV mapping out key events and seasons to create
content for + social-led initiatives
― What overall screen should we filter content options against? Will ALL seasons
and events work given our brand space and role? (E.g. What specific take on
National Day makes sense for your brands vs. a generic greeting)

53. Should guide selection of events
to create content for

54. ― Pre-planned content that can be deployed during the event
― Creative for multiple outcomes
― Pre-approval on all materials
― Content deployment during the event, based on real-time developments
― Newsroom approach needed to react to outcomes as they unfold
― Will need quicker, more flexible approvals

55. - All disciplines must be working real-time
- Team actively watching / listening to scope out
“watercooler moments”
- Client must be part of the live team for quick approvals

56. ― Types of trending topics to jump on vs. to avoid
― Screen questions to check that it fits with brand and business priorities
― Screen questions to check potential backlash or negative WOM
― Process for getting quick creative and approvals
― Expectation on approval: Idea pitch vs. Full mock
― Agreements on creative guidelines to be in play for Real-time work
(e.g. visual look, minimal template adherence, etc.)
― Process around finding trending topics close to real-time
― Responsibility (Client and/or agency)
― What to do with listening findings – Escalation on client side

58. Deciding whether or not to pursue a real-time moment
(+) Potential talk value
(-) Potential to erupt with
consumer backlash
(-) Gravity or seriousness
of the issue
(+) Appropriateness and fit to
brand tone and personality
(+) Existing credibility to have a
point-of-view on this topic
(+) Opens up a relevant
opportunity to insert product
or brand positioning
(+) Identification of objective
and success indicator (KPI)
(+) Agile enough to produce
before newsworthiness
declines
(+) Traffic drivers to
propagate content piece
(+) Likeliness that
consumers will share
(-) Cliché or unoriginal take

59. Build it in to the organization and way-of-working
Live Listening
Whole team on the look-out for opportunities

61. ―
―

65. * Start with the basics.
* Know what would be of greatest value to consumers.
* Don’t feel pressured to try every new tech.
* May differ by brand, consumer segment and category.

66. W H A T W E C O V E R E D T O D A Y
K E Y T A K E A W A Y S




68. IMAGE CREDITS
Information by Musket from the Noun Project
scroll up by Martha Ormiston from the Noun Project
Terms of Service by Toke Frello from the Noun Project
Ear by Kamaksh G from the Noun Project
filter by Anusha Narvekar from the Noun Project
Chinese Lantern by Nherwin Ardoña from the Noun Project
Snowflake by Yazmin Alanis from the Noun Project
flow by Yamini Ahluwalia from the Noun Project
Light Bulb by Aarne Huttunen from the Noun Project
https://www.flickr.com/photos/jamesxv7/5234312501
https://www.flickr.com/photos/curioustangles/12219178845
https://www.flickr.com/photos/michaelpardo/19760724696/
https://www.flickr.com/photos/dcysurfer/5896162967