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Real-time Marketing

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Real-time Marketing

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Real-time Marketing

  1. 1. Real-time Marketing PR News Lilia Glazova, Managing Director
  2. 2. Real-Time Marketing  Real-time marketing (RTM) is the use of popular news stories, events, trends to get a key message across to the target audience as opposed to costly paid/owned media. Essentially, it is a way to communicate a message, idea, etc. by taking advantage of and exploiting certain occasions such as things trending on social networks, memes, online and offline events as well as crises.  Real-time marketing/PR became a separate area of expertise as a result of spreading online communications including, in the first place, via social media where the distance between a brand and the audiences is the shortest.
  3. 3. RTM. Communication research PR agency Comunica commissioned PR News to conduct a study to find out how effective real-time communication techniques are and what place they occupy in PR and marketing, expecting it to help advance the industry and identify the most effective social media promotion tools. The goal of the study was to prove the effectiveness of real-time PR and marketing and make a case, both with quantitative and qualitative evidence, for them as a promising approach to digital communications. The study was highly commended by Comunica, which commissioned it, and as a result, the company supported promotion of real-time PR and marketing to the professional PR and marketing community. PR News won a 2016 Gold Quil Awards for this research.
  4. 4. METHODOLOGY  Engagement was used as the main criterion for assessing effectiveness of real- time marketing (RTM) and was calculated as the sum of user responses (comments, reposts, likes, favorites (on Twitter) per post per page using the following formula: Engagement rate = (N of comments + N of reposts + N of likes) / N of posts  The use of RTM was deemed effective or ineffective based on comparison of engagement with RTM posts (# of responses) versus other types of posts per page per month.
  5. 5. 5 MEMES REFERENCED ON 4 SOCIAL NETWORKING SITES – FACEBOOK, VKONTAKTE, TWITTER AND INSTAGRAM – WERE ANALYZED: 01 04 #THEDRESS (#DRESSGATE) MAY THE 4TH, STAR WARS DAY 02 05 MARCH 2015 SOLAR ECLIPSE APRIL FOOLS’ DAY – JOKES AND PRANKS ON BRAND PAGES 03 "GAME OF THRONES" – USE OF THE POPULAR SERIES’ THEMES AND CHARACTERS PRACTICE
  6. 6. * difference (%) in engagement per post between RTM posts and other posts. Engagement is defined as the sum of actions (comments, reposts, likes, favorites (on Twitter)) performed by a user in response to a post. AVERAGE RATEMAY THE 4TH SOLAR ECLIPSE "GAME OF THRONES" APRIL FOOLS' DAY TheDress +590%+155%+184%+533% +663% +1 417% RTM EFFECTIVENESS*
  7. 7. +86 % +750 % +690 % CommentsLikes/favoritesReposts RTM EFFECTIVENESS TYPES OF RESPONSE
  8. 8. "GAME OF THRONES" APRIL FOOLS' DAY AVERAGE RATE THEDRESS SOLAR ECLIPSE APRIL FOOLS' DAY AVERAGE RATE SOLAR ECLIPSE "GAME OF THRONES" AVERAGE RATE APRIL FOOLS' DAY SOLAR ECLIPSE "GAME OF THRONES" THEDRESS RTM EFFECTIVENESS LIKES/FAVORITES RTM EFFECTIVENESS REPOSTS RTM EFFECTIVENESS COMMENTS THEDRESS225% 81% 79% - 43 % 86% 1 790% 786% 458% 167% 750% 1 226% 672% 597% 290% 690% RTM EFFECTIVENESS COMMENTS, REPOSTS, LIKES/FAVORITES
  9. 9. WWF_AUSTRALIA +3729% IRN-BRU +1330% CITROEN +1800% #maythe4th TOP 3 RTM POSTS BY EFFECTIVENESS
  10. 10. BBC RADIO 4 +824% PLAYSTATION UK +244% BURGER KING FRANCE +346% #eclipse2015 TOP 3 RTM POSTS BY EFFECTIVENESS
  11. 11. XBOX ENTERTAIN +4 056% WARCRAFT +281% STOLICHNAYA VODKA +2 910% #gameofthrones TOP 3 RTM POSTS BY EFFECTIVENESS
  12. 12. TIDE +9 426% HYUNDAI +7 172% ADOBE +9 385% #TheDress TOP 3 RTM POSTS BY EFFECTIVENESS
  13. 13. LOUBOUTINS January 13 “Exhibit” music video by Leningrad, Youtube Widely discussed on social media; Real Time PR Van Gogh Alive art exhibit, Moscow, Novosibirsk, Minsk (Belarus) Facebook, VK, Instagram
  14. 14. Real Time PR effectiveness/inef fectiveness is measured based on the ratio of user engagement to the number of Real Time PR posts and regular posts per account Goal: Real Time PR measurement: Louboutins to promote Van Gogh Alive Engagement index (user engagement on official Van Gogh Live accounts) is used as the main criterion for the evaluation of the effectiveness of Real Time PR Engagement index = Ван Гог. 2.0. Ожившие полотна Van Gogh Van Gogh_125 Years METHODOLOGY: LOUBOUTINS
  15. 15. Real-Time PR EFFECTIVENESS LOUBOUTINS COVERAGE ON SOCIAL MEDIA 0 200 400 600 800 1000 1200 Louboutins Van Gogh exhibit CAMPAIGN LAUNCHES VIDEO RELEASED
  16. 16. Real-Time PR EFFECTIVENESS LOUBOUTINS * Average RT PR effectiveness Real Time PR Effectiveness * Average* +141% +359% +123% +259% Average* +26% +221% +18% +80% TOTAL +52% +251% +43% +170% Average* -11% +173% -12%
  17. 17. Real-Time PR EFFECTIVENESS USER ENGAGEMENT ON ART EXHIBIT ACCOUNTS 0 200 400 600 800 1000 1200 1400 1600 Facebook Vkontakte Instagram CAMPAIGN PERIOD
  18. 18. Summary REAL TIME PR PRINCIPLES Time or is it worth the rush? Relevance of a topic to a brand’s values or is it worth the risk? Adaptation of content to audiences on a specific social network
  19. 19. Taking advantage of popular themes, memes, etc. and news stories Wider reach, bigger audience Higher engagement Improved effectiveness of marketing tools (special offers, discounts, etc.) Summary REAL TIME PR ADVANTAGES

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