1 What is RTM? 2 How and why did RTM evolve? 3 What is essential for successful RTM? RTM is social And it’s important to realize that, because the industry is now being weighted towards media, specifically paid media SOCIAL RTM Because organic reach has fallen through the floor SOCIAL RTM Which in turn has driven the push for branded content marketing SOCIAL RTM The ‘viral’ holy grail: Twitter presents the only remaining opportunity for effective viral - read: organic, AKA ‘free’ - social media marketing. SOCIAL RTM The three branches of ‘real-time’ social media: One-on-one engagement: SOCIAL RTM “Prepared” Marketing: SOCIAL RTM And true RTM: Brands adding value to a cultural conversation by reacting to the unforeseen in a timely manner. SOCIAL RTM Wildcard: Snapchat Live & Stories SOCIAL RTM SANS Institute @SANSInstitute RTM’s short rise to prominence February 3, 2013, 8:38pm ET BLACKOUT AT THE SUPERBOWL! SOCIAL RTM And on…millions and millions of free media impressions SOCIAL RTM A year on — SOCIAL RTM Super Bowl 2014 No unifying, dynamic storyline to react to One year to put into place process & procedure Overwhelming desire to recapture that lightning in bottle Brands become nothing more than color commentators SOCIAL RTM And they start talking to one another SOCIAL RTM Since then, the best of RTM has been nimble brands responding creatively to the What goes into a successful piece of RTM? 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 SOCIAL RTM #1 : KNOW THYSELF • Know your brand inside & out • Know your audience • Understand platform capabilities • Understand implications of success and failure SOCIAL RTM #2 : DEFINE YOUR PROCESS • Less is more. • Who is responsible. • What are their objectives? • What are their legal or brand guidelines? • That’s it. SOCIAL RTM #3: START LISTENING • Understand what is being said around you. • Be present. • How should I listen? SOCIAL RTM The War Room SOCIAL RTM The Other War Room SOCIAL RTM KNOW YOUR AUDIENCE