Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG

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The document discusses how companies can maximize the value of their social media investments by engaging in real-time interactions. It explains that real-time means responding quickly to unfolding events to maintain relevance. Key aspects are speed, relevance, and expertise in serving customers. Examples show how some companies had unexpected successes by reacting nimbly to unplanned events. Metrics like clicks, followers, shares, and website traffic can help measure the impact of real-time social media strategies.

Technology Business

Karl Havard (@KarlHavard)
Client Strategy Director
TBG

Real Time – All The Time
How can I get the greatest value from my investment in
Social Media?
© 2013 TBG

© 2013 TBG

What is Real-Time?

Or a well timed tweet!

© 2013 TBG

© 2013 TBG

Examples

#WINNING

© 2013 TBG

© 2013 TBG

Common Element

All headline grabbers,
with a common ingredient…

#UNPLANNED
© 2013 TBG

© 2013 TBG

Yet…this happened

© 2013 TBG

© 2013 TBG

Did they plan for the unplanned?

#HONEST!

© 2013 TBG

© 2013 TBG

Necessary Ingredients

#SPEED
#RELEVENCE
#EXPERTISE
© 2013 TBG

© 2013 TBG

#SPEED

%

Therefore, marketers also need to adopt 2nd
screen behaviour
© 2013 TBG

© 2013 TBG

#RELEVANCE

Traditional direct marketing CRM principles
still apply…probably even more so.
© 2013 TBG

© 2013 TBG

#EXPERTISE

SERVING TECHNOLOGY
© 2013 TBG

© 2013 TBG

The gift that keeps giving

© 2013 TBG

© 2013 TBG

The Impact?

#ROI?
© 2013 TBG

© 2013 TBG

The Metrics That Matter
Click-throughs to
place bets;
in play betting, and
changing odds etc.

Buzz
Reach
Followers
Fans

Likes
Re-Tweets

Mentions
© 2013 TBG

© 2013 TBG

Correlation

• Real Time means the “last click”
does win…
•

…because it’s the only click

• However, there may also be a
latency effect, due to:
•
•

© 2013 TBG

© 2013 TBG

Convenience
Subsequent coverage

Real-Life Results
Website Visits – Exposed Region

Website Visits – Control Region

Massachusetts on January 1, 2013

Colorado on January 1, 2013

No lift during game
time but clear traffic
increase after the game

© 2013 TBG

© 2013 TBG

Post game spikes
appear much
smaller for control
regions

Thank you!

Karl Havard (@KarlHavard)
Client Strategy Director
TBG

Real Time – All The Time
How can I get the greatest value from my investment in
Social Media?
© 2013 TBG

© 2013 TBG

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