Real-time marketing doesn’t afford the luxury of time, abundant resources, or an array of tools. Having a plan is key to owning the moment, whether you are covering an event or forced to quickly react. In this program delivered at Digital Summit Portland 2017, Lauren Teague, one of sports’ original social media reporters, teaches how real-time content is produced in real life. You will learn how to commit to your audience’s experience through purposeful channel selection and cohesive storytelling. Each participant will leave knowing how to plan, rehearse, and be ready for the moments when every minute counts. Learn more about Lauren and get the playbook template at teaguefc.com/realtime

1. REHEARSE FOR REAL TIME
PREPARING FOR THE MOMENTS THAT MAKE CONTENT GREAT
@LAURENTEE

2. @LAURENTEE
#DSPDX
THE FIRST TWEET: APRIL 14, 2008
Twitter. It’s what’s happening
@2008PLAYERS

3. @LAURENTEE
#DSPDX
Twitter. It’s what’s happening
ONE DAY
LATER

4. @LAURENTEE
#DSPDX
AUDIENCES EXPECT MORE,
AND DESERVE OUR RESPECT

5. #DSPDX
SET YOURSELF UP FOR SUCCESS
IN THE MOMENTS THAT MATTER.
REHEARSE FOR REAL TIME
@LaurenTee

7. @LAURENTEE
#DSPDX
DEBUT OF JACKSONVILLE JUMBO SHRIMP
Eater.

8. @LAURENTEE
#DSPDX
Twitter. It’s what’s happening

9. @LAURENTEE@LAURENTEE
#SMMW17
MAKING THEIR TWITTER DEBUT…

10. @LAURENTEE@LAURENTEE
#SMMW17
MAKING THEIR TWITTER DEBUT…

11. @LAURENTEE
#DSPDX

12. #DSPDX
IF WE AREN’T SERVING OUR
AUDIENCE, SOMEONE ELSE WILL.
@LaurenTee
REHEARSE FOR REAL TIME

13. #DSPDX
COMMIT TO CAPTURING A
MOMENT, NOT AN EVENT.
@LaurenTee
REHEARSE FOR REAL TIME

14. @LAURENTEE
#DSPDX
TEAM

15. @LAURENTEE
REHEARSE FOR REAL TIME
TEAM OF ONE
✓ Executive Producer
✓ Content Creator
✓ Social Listening

16. @LAURENTEE
REHEARSE FOR REAL TIME
SMALL TEAMS
Executive Producer
Content
Creator
RunnerCommunity
Manager

17. @LAURENTEE
REHEARSE FOR REAL TIME
SMALL TEAMS
Video StoriesPhotographer
OR
Executive Producer
Content
Creator
RunnerCommunity
Manager

18. @LAURENTEE
REHEARSE FOR REAL TIME
LARGER TEAM
Video RunnersPhotographer
Executive Producer
(not publishing)
Content
Producers
AnalystCommunity
Manager

19. @LAURENTEE
#DSPDX
TEAM
CHANNELS

20. @LAURENTEE
#DSPDX
CONTENT
HUB
SOCIAL
CHANNELS
VIDEOBLOG

21. #DSPDX
BE A COLOR COMMENTATOR, NOT
THE PLAY BY PLAY ANNOUNCER
@LaurenTee
REHEARSE FOR REAL TIME

22. @LAURENTEE
#DSPDX
TEAM
PLAYBOOK
CHANNELS

23. @LAURENTEE
REHEARSE FOR REAL TIME
CREATE A RUNDOWN TO GUIDE YOUR PLAYBOOK
Time: Action/Activity: Who: Content Type: Social Channel:
8 AM
Registration /
Welcome
Lead + Staff
Photo booth,
IG story,
Keys for event attendees
FB
Instagram stories
Twitter
9-10AM
Opening
Keynote
Lead + Blogger
Live blog of highlights from Keynote;
Visual quotes & slide images;
blog,
Twitter, Instagram
10-11:30 Breakouts Lead + ST staff
Staff to send best quotes, Q&As and pics to
Lead; community moderation by Lead
Twitter,
Instagram,
Facebook,
Linkedin
2:30-3:30
Panel
Discussion
Lead +
volunteers
Moderate corresponding Twitter chat with
event attendees and followers
Twitter

24. #DSPDX
THE “RIGHT” CONTENT FOR ANY
MOMENT IS NOT NECESSARILY
“THE BEST”
@LaurenTee
REHEARSE FOR REAL TIME

25. @LAURENTEE
#DSPDX
TEAM
PLAYBOOK
CHANNELS PRACTICE

26. @LAURENTEE
REHEARSE FOR REAL TIME
REHEARSAL CHECKLIST
✓ Scene-setting content

27. @LAURENTEE
REHEARSE FOR REAL TIME
REHEARSAL CHECKLIST
✓ Scene-setting content
✓ Practice live streaming (test wifi!)

28. @LAURENTEE
REHEARSE FOR REAL TIME
REHEARSAL CHECKLIST
✓ Scene-setting content
✓ Practice live streaming (test wifi!)
✓ Pre-write names, titles, places,
and captions

29. @LAURENTEE
REHEARSE FOR REAL TIME
REHEARSAL CHECKLIST
✓ Scene-setting content
✓ Practice live streaming (test wifi!)
✓ Pre-write names, titles, places,
and captions
✓ Schedule necessary posts in advance

30. @LAURENTEE
REHEARSE FOR REAL TIME
REHEARSAL CHECKLIST
✓ Scene-setting content
✓ Practice live streaming (test wifi!)
✓ Pre-write names, titles, places & captions
✓ Schedule necessary posts in advance
✓ Build paid campaigns & audience targets

31. @LAURENTEE
REHEARSE FOR REAL TIME
REHEARSAL CHECKLIST
✓ Scene-setting content
✓ Practice live streaming (test the wifi!)
✓ Pre-write names, titles, places, hashtags &
captions
✓ Schedule necessary posts in advance
✓ Build paid campaigns & audience targets
✓ Create an issue escalation plan

32. @LAURENTEE
#DSPDX

33. @LAURENTEE
#DSPDX
TEAM
PLAYBOOK
CHANNELS PRACTICE

34. @LAURENTEE
???QUESTIONS

35. @LAURENTEE
LAUREN@
TEAGUEFC.COM

36. THANK YOU!
LAUREN@TEAGUEFC.COM
@LAURENTEE ON TWITTER
#DSPDX