The document discusses real-time marketing (RTM) and provides advice for brands considering engaging in RTM strategies. It emphasizes that brands should understand what RTM is, know their own brand strengths and weaknesses, understand their target audience, expect that RTM efforts may fail at first, and focus on measuring outcomes that are relevant to business goals not just social metrics. RTM requires an always-on approach and infrastructure to move quickly on social media.

1. 5 THINGS ABOUT RTM
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2. • Introduction
RULES
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3. • Introduction
RTM THE CRAP
OUT OF THIS TALK
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4. • Introduction
@DOCTORJONES
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5. • Introduction
@DX3CANADA
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6. • Introduction
#DX32014
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7. WHAT IS IT
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8. IT’S NOT
NEW
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10. IT MEANS DIFFERENT THINGS
TO DIFFERENT
PEOPLE
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17. HOW MANY WAYS
CAN YOU MARKET
IN REAL TIME?
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20. BUT JUST SO
WE’RE ABSOLUTELY
CRYSTAL CLEAR
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22. IN REALITY, THERE ARE
JUST SO MANY
BETTER NAMES
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23. TOPICAL
MARKETING
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24. ZEITGEIST
MARKETING
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25. RELEVANCY
MARKETING
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26. CONVERSATIONAL
MARKETING
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27. ALWAYS-ON
MARKETING
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28. LOOK HOW HIP WE ARE
MARKETING
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29. WE’VE DONE BLOGS, VIRAL, FACEBOOK, HASHTAGS,
TUMBLRS, PINTEREST AND INSTAGRAM AND NOW WE DO
THIS KIND OF
MARKETING
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30. FOR TODAY, WE’LL STICK WITH
REAL-TIME
MARKETING
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31. KNOW YOUR BRAND
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32. ASK YOURSELF
SOME REALLY
TOUGH QUESTIONS
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33. IS IT IN MY DNA?
DO I HAVE THE INFRASTRUCTURE?
AM I BRAVE ENOUGH, SMART ENOUGH
AND DO PEOPLE LIKE ME?
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34. IS IT IN MY DNA?
DOES MY BRAND HAVE PERSONALITY?
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36. IS IT IN MY DNA?
DO I HAVE A SOCIAL PERSONA?
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37. IS IT IN MY DNA?
HAVE I BEEN RELATABLE IN THE PAST?
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38. IS IT IN MY DNA?
CAN I HAVE A HUMAN CONVERSATION?
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39. DO I HAVE THE INFRASTRUCTURE IN PLACE?
AUTHORITY TO MOVE FAST?
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40. DO I HAVE THE INFRASTRUCTURE IN PLACE?
DEDICATED COMMUNITY MANAGERS?
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41. DO I HAVE THE INFRASTRUCTURE IN PLACE?
ART/COPY AT SPEED OF SOCIAL?
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42. AM I BRAVE ENOUGH, SMART
ENOUGH AND DO PEOPLE LIKE ME?
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43. “As you watch the game and #RTMbowl
remember that for almost all brands,
participation does not equal relevance.
Right time; not real time.”
Ed Lee, Sr. Director Social Media,
DDB Canada
@edlee
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44. BRAVERY
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45. WIT (OR NOT)
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46. RESTRAINT
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47. KNOW YOUR AUDIENCE
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48. BE REALISTIC
ABOUT WHAT
PEOPLE WANT
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49. DOES MY BRAND HAVE AN AUDIENCE?
DO THEY WANT THIS CONTENT?
WHEN & WHERE & WHY ARE THEY
CONNECTING WITH MY BRAND?
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50. DO I HAVE AN AUDIENCE?
BUILD IT FIRST, BUILD IT RIGHT
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52. DO THEY WANT THIS CONTENT?
STUDY WHAT
PEOPLE DO ON
SOCIAL
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54. WHAT DO THEY WANT FROM YOU?
WHAT ARE THEY SAYING?
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55. WHAT DO THEY WANT FROM YOU?
WHAT ARE THEY SAYING?
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58. PREPARE TO FAIL…
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67. MEASURE WHAT MATTERS
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68. BE HONEST WITH YOURSELF
ABOUT WHAT
ACTUALLY MATTERS
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69. GOOD = SOCIAL METRICS
BETTER = BRAND MEASURES
BEST = BUSINESS ACTIONS
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70. SOCIAL METRICS
CONTENT PERFORMANCE
AUDIENCE GROWTH
INTERACTION
REACH
DEMOGRAPHICS
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71. BRAND MEASURES
IMPACT ON BRAND HEALTH
CHANGING THE BRAND VOICE
SENTIMENT
PURCHASE INTENT
SHARE OF VOICE
DEMOGRAPHICS
LOYALTY
NPS
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72. BUSINESS ACTIONS
DRIVING THE BOTTOM LINE
SITE/RETAIL VISITS
CRM/LOYALTY
PURCHASE FUNNEL
COUPONING
SALES
FOCUS GROUPS
BRAND AMBASSADORS
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73. 1.
2.
3.
4.
5.
WHAT IS IT?
KNOW YOUR BRAND
KNOW YOUR AUDIENCE
PREPARE TO FAIL
MEASURE WHAT MATTERS
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74. THANK
YOU
@DOCTORJONES
DAVE@DAVEJONES.CA
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