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Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement


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eMarketer is pleased to moderate a special webinar presentation by Sysomos that focuses on the best approach to building a responsive content marketing engine, with examples from brands that have already done it.

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Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement

  1. 1. Capture the Moment: How Real-Time Content Marketing Can Supercharge Social Engagement Sysomos Webinar Moderated by eMarketer 27th February 2018
  2. 2. Agenda • What is Real-Time Content Marketing (RTM)? • How and why does it work? • What are the benefits of RTM? • Real-world examples • How you can make it work for your brand
  3. 3. What is Real-Time Content Marketing (RTM)? • Marketing communications that respond to events occurring in the real world • Usually shared on social media in order to reach a large audience and get viral distribution • Can be unplanned and in the moment, or simply topically relevant to current events
  4. 4. Why Does RTM Work? People love unscripted wit Shared cultural moments are powerful Piggyback on trending topics Highly shareable content creates virality Attitudes Toward Content Marketing Among B2C Content Marketers in North America, July 2017 % of respondents Note: Among those who have a content marketing strategy Source: Content Marketing Institute (CMI) and MarketingProfs, “B2C Content Marketing: 2018 Benchmarks, Budgets, and Trends - North America,” Dec 6 2017 Neither agree nor disagree Disagree Agree Our organization is focused on building audiences (building one or more subscriber bases) Our organization values creativity and craft in content creation and production Our leadership team gives up ample time to produce content marketing results Our organization has realistic expectations about what content marketing can achieve Discontinuing specific content marketing activities that we’ve found to be ineffective, so we can concentrate on those that yield the best results Over the last year, it has become increasingly difficult to capture our audience’s attention Creating less content than one year ago but that content is driving greater results 6% 85% 8% 79% 19% 56% 22% 55% 14% 53% 22% 51% 48% 20% 9% 13% 25% 23% 33% 27% 32%
  5. 5. Social Media Platforms Used for Content Marketers in North America, July 2017 % of respondents Source: Content Marketing Institute (CMI) and MarketingProfs, “B2C Content Marketing: 2018 Benchmarks, Budgets and Trends – North America,” Dec 6, 2017 Facebook Twitter LinkedIn YouTube Instagram Pinterest Google+ Snapchat SlideShare Medium Other 84% 97% 69% 66% 63% 43% 37% 11% 8% 6% 8%
  6. 6. Common Attributes of RTM Content Timely Relevant Authentic Shareable
  7. 7. Timely
  8. 8. Authentic
  9. 9. Relevant
  10. 10. Shareable
  11. 11. Sentiment The Benefits of RTM Purchase Intent Interest Likelihood to Recommend Serious Consideration +16% +14% +18% +18% +18%
  12. 12. RTM Opportunities Planned Spontaneous Moments of Intent Sports events (Super Bowl, Olympics) Breaking news Asking for recommendations Festivals (Burning Man, SXSW) Elections Complaining about competitors Major TV events (GoT) Elon Musk PR stunts “I’m thinking about…” Seasonal (summer vacation, Holiday, New Years, etc.) Weather events Internet memes
  13. 13. How to Build a Process for Responsive RTM Define Roles and Responsibilities Create a Strong, but Flexible Process Choose the Right Technology Platform
  14. 14. Step 1: Define Roles and Responsibilities • Who will identify opportunities? • Who will decide on response strategy and channels? • Who will handle copywriting and creative? • Who will be responsible for QA and approvals? • Who will manage publishing/scheduling? • Who will moderate community response?
  15. 15. Step 2: Create a Strong but Flexible Process • Foster a culture of experimentation • Define a streamlined response workflow • Modify standard review processes • Create communication plans
  16. 16. Step 3: Choose the Right Technology Platform • Monitor social conversations • Identify opportunities, content, images and influencers • Quickly extract insights • Support agile approval processes • Manage content across channels • Provide real-time analytics
  17. 17. Listen and Learn • Set up social listening queries • Find and curate image galleries • Pre-prepare event specific queries • Identify top brand influencers • Configure automated alerts
  18. 18. Expect the Unexpected • Explore social data • Hunt for interesting content and insights • Analyse communities and demographics
  19. 19. Summary Real-Time Marketing can win loyalty, increase your visibility and help establish a clear personality for your brand To get it right, you need to put the right processes and culture in place to empower your team to create RTM content Build a calendar of events you can respond to, but also be ready to respond to unplanned events Don’t expect everything to be a hit – not every piece of content will resonate, but the ones that work well make it worthwhile Using the right social research and engagement tools will make this much easier
  20. 20. Q&A @sysomos lconcannon@sysomos