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Making the Most of Real Time Social Marketing

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Delivered at #WommaSummit 2014 in Hollywood, CA.

Whether it’s a big sporting event, awards show or pop culture phenomenon, brands increasingly use "real-time marketing" in an attempt to insert themselves into every major event and breaking news cycle. During this session, we'll discuss why you don't need a "social command center" for successful real-time marketing, how to stay true to your brand's voice while engaging in fun/snarky social conversation and provide tips for a successful strategy.

Published in: Social Media
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Making the Most of Real Time Social Marketing

  1. 1. Making the Most of Real-Time Marketing: How to Take Your Brand to the Top ANDY WHITE // SPROUT SOCIAL BRYAN DESENA // SAATCHI LA PAUL MEYERS // PABST BREWING COMPANY
  2. 2. Hi, there! Andy White @white Bryan DeSena @bryandesena Paul Meyers @thepaulmeyers #RealRTM
  3. 3. LET’S GET STARTED BY SETTING SOME THINGS STRAIGHT.
  4. 4. Social Media is media #RealRTM
  5. 5. #RealRTM
  6. 6. #RealRTM
  7. 7. So, we’re making ads. Is that it? No. But kinda. #RealRTM
  8. 8. There’s a gray space between paid social media and real-time marketing. #RealRTM
  9. 9. “Viral” Social Marketing Twitter presents the only remaining opportunity for effective viral social media marketing. #RealRTM
  10. 10. One to One Engagement #RealRTM
  11. 11. #RealRTM “Prepared” Marketing
  12. 12. Effective “Real-Time Marketing” Brands adding value to a cultural conversation by reacting to the unforeseen. #RealRTM
  13. 13. A note on creativity: Good creative is good. Bad creative is bad. And it can happen anywhere. But it can’t always be shared. Which is why Twitter #fails go viral, but a terrible print ad doesn’t. #RealRTM
  14. 14. Effective “Real-Time Marketing” #RealRTM
  15. 15. TRACKING THE EVOLUTION OF REAL-TIME MARKETING ON TWITTER
  16. 16. February 3, 2013, 8:38pm ET BLACKOUT AT THE SUPERBOWL! #RealRTM
  17. 17. February 3, 2013, 8:40pm ET #RealRTM
  18. 18. February 3, 2013, 8:46pm ET #RealRTM
  19. 19. February 3, 2013, 8:48pm ET #RealRTM
  20. 20. February 3 and on… Millions+ of free media impressions #RealRTM
  21. 21. Last year… Super Bowl 2014 No unifying, dynamic storyline One year to put into place process & procedure Overwhelming desire to recapture that lightning in bottle #RealRTM
  22. 22. Brands become color commentators #RealRTM
  23. 23. Brands talk to each other #RealRTM
  24. 24. Brands talk to each other some more #RealRTM
  25. 25. Brands promote pre-canned content #RealRTM
  26. 26. Real-Time Marketing at its best #RealRTM
  27. 27. THE COMMON THREAD AMONGST SUCCESFUL RTM
  28. 28. Common Threads of Success Listen… know how to monitor at scale Trust… and understand your brand Empower… a small team Be Confident… in your creativity #RealRTM
  29. 29. Taking the Steps #1 : KNOW THYSELF • Know your brand inside & out • Know your audience • Understand platform capabilities • Understand implications of success and failure #RealRTM
  30. 30. Taking the Steps #2 : DEFINE YOUR PROCESS • Less is more. • Who is responsible. • What are their objectives? • What are their legal or brand guidelines? • That’s it. #RealRTM
  31. 31. Taking the Steps #3 : START LISTENING • It’s not rocket science. • Be present. Set notifications. • Some thoughts on “war rooms” #RealRTM
  32. 32. Bad War Rooms #RealRTM
  33. 33. Good War Rooms #RealRTM
  34. 34. Thanks! Any Questions? Andy White @white Bryan DeSena @bryandesena Paul Meyers @thepaulmeyers #RealRTM

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