Tyler Travitz, Digital Design Director at Golinharris, shares tips on rapid content creation and design in the age of real-time marketing. From SXSW 2013, delivered 3/10/13.

1. DESIGNING
FOR REAL-TIME MARKETING
Tyler Travitz
Director, Interactive Design
GolinHarris
#RTDesign

2. BEER
#RTDesign

3. BEER
15
MIN
#RTDesign

4. DEFINED
Authentic communication
delivered at the right time and place,
with the right message,
oen linked to other stimuli.
#RTDesign

5. OPPORTUNISTIC RTM
#RTDesign

6. OPPORTUNISTIC RTM
Commentary on the moment
#RTDesign

7. OPPORTUNISTIC RTM
Commentary on the moment
Includes other content
#RTDesign

8. OPPORTUNISTIC RTM
Commentary on the moment
Includes other content
Human driven
#RTDesign

9. OPPORTUNISTIC RTM
Commentary on the moment
Includes other content
Human driven
Organic
#RTDesign

10. RTM GOES MAINSTREAM
#RTDesign

11. DUNK HEARD ROUND THE WORLD
#RTDesign

12. #OSCARSRTM
#RTDesign

13. CHOBANI
#RTDesign

14. #OSCARSFAIL?
#RTDesign

15. IT WORKS
3,200 U.S. Consumers
#RTDesign

16. IT WORKS
3,200 U.S. Consumers
1
Amplifies other
marketing efforts
#RTDesign

17. IT WORKS
3,200 U.S. Consumers
1 2
Amplifies other Changes
marketing efforts consumer behavior
#RTDesign

18. IT WORKS
3,200 U.S. Consumers
1 2
Amplifies other Changes
marketing efforts consumer behavior
hp://RTMresearch.com
#RTDesign

19. THIS, NOT THAT
#RTDesign

20. #1 AUTHENTICITY
The message has to be authentic
#RTDesign

21. FORCING IT
#RTDesign

22. SHOE-IN
#RTDesign

23. BEARLY COVERED
#RTDesign

24. SIDE BY SIDE
#RTDesign

25. SIDE BY SIDE
know the brand
#RTDesign

26. SIDE BY SIDE
know the brand
partner with copywriter
#RTDesign

27. SIDE BY SIDE
know the brand
partner with copywriter
get involved early
#RTDesign

28. SIDE BY SIDE
know the brand
partner with copywriter
get involved early
content calendar
#RTDesign

29. #2 PLANNED FOR
...but not planned
#RTDesign

30. #2 PLANNED FOR
#RTDesign

31. UNFORESEEN
#RTDesign

32. #2 PLANNED FOR
Pregame, National Anthem, Coin Toss
Commercials, Game, Halime Show Outcome,
MVP, Winner/Loser,
Power Outage, Wardrobe Malfunction
#RTDesign

33. DESIGNER PREP
#RTDesign

34. DESIGNER PREP
Prepare assets
#RTDesign

35. DESIGNER PREP
Prepare assets
Establish a look
#RTDesign

36. DESIGNER PREP
Prepare assets
Establish a look
1. Creates visual consistency
#RTDesign

37. DESIGNER PREP
Prepare assets
Establish a look
1. Creates visual consistency
2. Faster publication
#RTDesign

38. #3 TIMELINESS
RTM has to be timely.
#RTDesign

39. #3 TIMELINESS
RTM has to be timely.
“Now more than at any other time in history, speed
and agility are
decisive competitive advantages.”
- David Meerman Sco
Realtime Marketing & PR
#RTDesign

40. WORKFLOW
problem
brief
final
solution product
test
design
review
revise
#RTDesign

41. WORKFLOW
insight idea create review (revise)
publish
#RTDesign

42. COLLABORATION
#RTDesign

43. MISSION CONTROL
“We had a mission control set up at our office with
the brand and 360i... Because the brand team was
there, it was easy to get approvals and get it up in
minutes."
- Sarah Hofsteer, 360i President
#RTDesign

44. WHO?
Account Management
Creative
Community Managers
Client
Legal
#RTDesign

45. CHALLENGES
#RTDesign

46. CHALLENGES
Work Quality
#RTDesign

47. CHALLENGES
Work Quality
Pixel-Pusher
#RTDesign

48. CHALLENGES
Work Quality
Pixel-Pusher
Legacy
#RTDesign

49. BUZZ(WORD) KILL
Real-Time Marketing
#RTDesign

50. BUZZ(WORD) KILL
Marketing
#RTDesign

51. THANK YOU!
rate it! hp://sxsw.tv/d8u
@tylertravitz