Designing for Real-Time Marketing
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This document discusses real-time marketing and provides best practices for creating real-time content. It defines real-time marketing as authentic communication delivered at the right time and place with the right message. It discusses using opportunistic real-time marketing to comment on current events and changing consumer behaviors. Best practices include planning for various scenarios, creating hyper-relevant timely content, establishing a visual voice for each channel, and balancing speed and quality in the creative process and workflow. Challenges discussed are moving beyond Facebook and Twitter, dealing with subjectivity, and maintaining quality and legacy over time.
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Designing for Real-Time Marketing
- 1. DESIGNINGFor Real-Time Marketing Tyler Travitz Director, Interactive Design GolinHarris
- 4. WHO’S HERE?
- 5. “design” WITH SOME “Design” This talk covers both pixels and planning.
- 6. WARNING In addition to beer, this presentation also contains: • cookies • sharks • wardrobe “malfunctions” • Kate Upton • suggestive polar bears
- 7. RTM DEFINED Authentic communication delivered at the right time and place, with the right message, often linked to other stimuli. “ ”
- 8. OPPORTUNISTIC RTM Commentary on the moment Includes other content Human driven Organic
- 9. IT ALL STARTED WHEN…
- 10. EXAMPLES
- 11. EXAMPLES
- 12. EXAMPLES
- 13. EXAMPLES
- 14. EXAMPLES
- 15. EXAMPLES
- 16. WHICH HAS LED TO…
- 17. “Brands need content that will generate positive engagement to justify their social media team’s work. A lot of clients don’t know how to measure social media value, so having more of something even the client doesn’t understand, such as engagement, feels like success. Real-time gives brands something to talk about…” – RTM Sucks Owner Digiday Interview September 25th
- 18. AND… “Ultimately, the fact is that real-time marketing -- even in the worst cases -- is noticed by few and forgotten by most. Maybe your time -- real and otherwise -- would be better spent jumping on the next marketing trend.”
- 19. SO… Are they right? Yes, and no.
- 20. YES Many brands are trying too hard to recreate the “dunk in the dark” moment. RTM is about singles, not homeruns. Shift to “Always-on”
- 21. NO RTM Works. 1 Amplifies other marketing efforts 2 Changes consumer behavior http://RTMresearch.com
- 23. HOW?
- 24. BEST PRACTICES FOR REAL-TIME CONTENT CREATORS
- 25. PROCESS Keep the kitchen door closed.
- 26. COOKS IN THE KITCHEN Account Management Creative Community Managers Client Legal
- 27. COLLABORATION
- 28. PROCESS Plan but also, plan for.
- 29. PLAN, BUT ALSO PLAN FOR… Pregame National Anthem Coin Toss Commercials Game Halftime Show Outcome MVP Winner/Loser
- 30. PLAN, BUT ALSO PLAN FOR…
- 31. PROCESS Plan, but also plan for…
- 32. CONTENT Content calendars are necessary, but shouldn’t be your entire strategy.
- 33. CONTENT Hyper-relevant, super timely. “Now more than at any other time in history, speed and agility are decisive competitive advantages.” - David Meerman Scott Realtime Marketing & PR
- 34. CONTENT
- 37. CONTENT Know when to say nothing.
- 38. CREATIVE Establish a visual voice
- 40. CREATIVE
- 41. CREATIVE
- 43. RTM WORKFLOW Insight Idea Ceate Review (Revise) Publish
- 44. CREATIVE Balancing speed and execution
- 45. RTM WORKFLOW Stay lo-fi for as long as possible
- 46. CHALLENGES
- 47. CHALLENGES Moving beyond Facebook, Twitter
- 49. SUBJECTIVITY
- 51. QUALITY