Karl Havard (@KarlHavard)
Client Strategy Director
TBG

Real Time – All The Time
How can I get the greatest value from my ...
What is Real-Time?

Or a well timed tweet!

© 2013 TBG

© 2013 TBG
Real-Time

© 2013 TBG

© 2013 TBG
Examples

#WINNING

© 2013 TBG

© 2013 TBG
Common Element

All headline grabbers,
with a common ingredient…

#UNPLANNED
© 2013 TBG

© 2013 TBG
Yet…this happened

© 2013 TBG

© 2013 TBG
Did they plan for the unplanned?

#HONEST!

© 2013 TBG

© 2013 TBG
Necessary Ingredients

#SPEED
#RELEVENCE
#EXPERTISE
© 2013 TBG

© 2013 TBG
#SPEED

%

Therefore, marketers also need to adopt 2nd
screen behaviour
© 2013 TBG

© 2013 TBG
#RELEVANCE

Traditional direct marketing CRM principles
still apply…probably even more so.
© 2013 TBG

© 2013 TBG
#EXPERTISE

SERVING TECHNOLOGY
© 2013 TBG

© 2013 TBG
Example

© 2013 TBG

© 2013 TBG
Example

© 2013 TBG

© 2013 TBG
Example

© 2013 TBG

© 2013 TBG
The gift that keeps giving

© 2013 TBG

© 2013 TBG
The Impact?

#ROI?
© 2013 TBG

© 2013 TBG
The Metrics That Matter
Click-throughs to
place bets;
in play betting, and
changing odds etc.

Buzz
Reach
Followers
Fans

...
Correlation

• Real Time means the “last click”
does win…
•

…because it’s the only click

• However, there may also be a
...
Real-Life Results
Website Visits – Exposed Region

Website Visits – Control Region

Massachusetts on January 1, 2013

Colo...
Thank you!

Karl Havard (@KarlHavard)
Client Strategy Director
TBG

Real Time – All The Time
How can I get the greatest va...
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Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG

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  • Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG

    1. 1. Karl Havard (@KarlHavard) Client Strategy Director TBG Real Time – All The Time How can I get the greatest value from my investment in Social Media? © 2013 TBG © 2013 TBG
    2. 2. What is Real-Time? Or a well timed tweet! © 2013 TBG © 2013 TBG
    3. 3. Real-Time © 2013 TBG © 2013 TBG
    4. 4. Examples #WINNING © 2013 TBG © 2013 TBG
    5. 5. Common Element All headline grabbers, with a common ingredient… #UNPLANNED © 2013 TBG © 2013 TBG
    6. 6. Yet…this happened © 2013 TBG © 2013 TBG
    7. 7. Did they plan for the unplanned? #HONEST! © 2013 TBG © 2013 TBG
    8. 8. Necessary Ingredients #SPEED #RELEVENCE #EXPERTISE © 2013 TBG © 2013 TBG
    9. 9. #SPEED % Therefore, marketers also need to adopt 2nd screen behaviour © 2013 TBG © 2013 TBG
    10. 10. #RELEVANCE Traditional direct marketing CRM principles still apply…probably even more so. © 2013 TBG © 2013 TBG
    11. 11. #EXPERTISE SERVING TECHNOLOGY © 2013 TBG © 2013 TBG
    12. 12. Example © 2013 TBG © 2013 TBG
    13. 13. Example © 2013 TBG © 2013 TBG
    14. 14. Example © 2013 TBG © 2013 TBG
    15. 15. The gift that keeps giving © 2013 TBG © 2013 TBG
    16. 16. The Impact? #ROI? © 2013 TBG © 2013 TBG
    17. 17. The Metrics That Matter Click-throughs to place bets; in play betting, and changing odds etc. Buzz Reach Followers Fans Likes Re-Tweets Mentions © 2013 TBG © 2013 TBG
    18. 18. Correlation • Real Time means the “last click” does win… • …because it’s the only click • However, there may also be a latency effect, due to: • • © 2013 TBG © 2013 TBG Convenience Subsequent coverage
    19. 19. Real-Life Results Website Visits – Exposed Region Website Visits – Control Region Massachusetts on January 1, 2013 Colorado on January 1, 2013 No lift during game time but clear traffic increase after the game © 2013 TBG © 2013 TBG Post game spikes appear much smaller for control regions
    20. 20. Thank you! Karl Havard (@KarlHavard) Client Strategy Director TBG Real Time – All The Time How can I get the greatest value from my investment in Social Media? © 2013 TBG © 2013 TBG

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