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Real-Time Marketing Strategies and Best Practices

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Be Connect

A description of real-time marketing, some big waves of real-time marketing, do's and don't's, how to get started with your real-time marketing, take-away thoughts and a conclusion.

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Copyright  Be  Connect    2014  
Copyright  Be  Connect    2014   THE POWER OF Julie  Kowalski|  Social  Media  Summit   REAL-TIME MARKETING
Copyright  Be  Connect    2014   DEFINITION JUMPING ON CURRENT EVENTS and hot topics & optimizing your marketing campaigns based on REAL-TIME CAMPAIGN and performance data.
Copyright  Be  Connect    2014   REAL-TIME MARKETING CONTENT STRONG Shareable content which generates engagement Connects with the audience SURPRISES DELIGHTS
Copyright  Be  Connect    2014   GREAT REAL-TIME MARKETING = ATTENTION RELEVANCE +
Copyright  Be  Connect    2014   EVENT-DRIVEN REAL-TIME MARKETING
Copyright  Be  Connect    2014   DATA-DRIVEN REAL-TIME MARKETING
Copyright  Be  Connect    2014   WHY? *According to the study ‘Real-time for the Rest of Us’ by Evergage and The Realtime Report, 2014 Marketers who cite the following as benefits of real-time marketing : 81% increased customer engagement 73% improved customer experiences 59% increased conversion rates
Copyright  Be  Connect    2014   CHANNELS? *According to the study ‘Real-time for the Rest of Us’ by Evergage and The Realtime Report, 2014 48% SOCIAL 45% WEBSITE 39% EMAIL Marketers who use the following real-time marketing channels today:
Copyright  Be  Connect    2014   OBSTACLES *According to the study ‘Real-time for the Rest of Us’ by Evergage and The Realtime Report, 2014 Marketers who list the following as real-time marketing obstacles : 43% lack of resources 39% time to implement 30% lack of knowledge or skill set
Copyright  Be  Connect    2014   RISK #ThatSucks
Copyright  Be  Connect    2014   REAL-TIME MARKETING #ROYALBABY #EXAMPLES
Copyright  Be  Connect    2014   STARBUCKSUK # 1
Copyright  Be  Connect    2014   OREO # 2
Copyright  Be  Connect    2014   JOHNSON & JOHNSON # 3
Copyright  Be  Connect    2014   REAL-TIME MARKETING #BENDGATE #EXAMPLES
Copyright  Be  Connect    2014   KITKAT # 1
Copyright  Be  Connect    2014   GILETTE # 2
Copyright  Be  Connect    2014   SAMSUNG # 3
Copyright  Be  Connect    2014   SAMSUNG # 4
Copyright  Be  Connect    2014   REAL-TIME MARKETING #BREAKTHEINTERNET #EXAMPLES
Copyright  Be  Connect    2014   NISSAN # 1
Copyright  Be  Connect    2014   METMUSEUM # 2
Copyright  Be  Connect    2014   USER’SEXAMPLE # 3
Copyright  Be  Connect    2014   #EXAMPLES MORE REAL-TIME MARKETING
Copyright  Be  Connect    2014   OASIS # 1
Copyright  Be  Connect    2014   COYOTE # 2
Copyright  Be  Connect    2014   NUTELLA # 3
Copyright  Be  Connect    2014   Q-MUSIC # 4
Copyright  Be  Connect    2014   REAL-TIME MARKETING BEST PRACTICES
Copyright  Be  Connect    2014   INTERACT WITH OTHERS Social media values the witty reply #2
Copyright  Be  Connect    2014   BEIRONIC Have a humoristic take on personas
Copyright  Be  Connect    2014   PLAN It's about media, genius, craft and energy
Copyright  Be  Connect    2014   Rework your classic advertising campaign with hot topic news RECYCLE
Copyright  Be  Connect    2014   Let customers lead the conversation GETPERSONAL
Copyright  Be  Connect    2014   REAL-TIME MARKETING HOW NOT TO
Copyright  Be  Connect    2014   DON’TBETASTELESS Keep it tasteful and subtle
Copyright  Be  Connect    2014   DON’TOVERDOIT Don’t get involved in everything
Copyright  Be  Connect    2014   DON’TFAKEIT Stay real, no Photoshop!
Copyright  Be  Connect    2014   DON’TSTATETHEOBVIOUS Stay original
Copyright  Be  Connect    2014   HOW TO GET STARTED?
Copyright  Be  Connect    2014   PREPARE AUTHORITY: get legal on board + executive approval 1 2 3 Understand TONE OF VOICE DESIGN your RTM approach
Copyright  Be  Connect    2014   REAL-TIME MARKETING FLOW TRIGGER & TRENDS CREATIVE CONTENT DEVELOPMENT MEDIA PURCHASE PROMOTION & ENGAGEMENT MEASUREMENT & ANALYTICS Visual Text Multimedia News Event Distribution coordination Outreach Response Analysis Intelligence Promoted posts Ads Sponsored content
Copyright  Be  Connect    2014   MEASURE Is RTM valuable on the long term? PUBLIC LIKES SHARES TWEETS RETWEETS FAVORITES
Copyright  Be  Connect    2014   MEASURE PRIVATE Is RTM valuable on the long term? CLICK-THROUGH RATES ENGAGEMENT SCORING IMPRESSIONS (Paid impressions, Earned impressions, Total impressions) AVERAGE COST PER IMPRESSION SENTIMENT WEBSITE TRAFFIC
Copyright  Be  Connect    2014   THE FUTURE OF REAL-TIME MARKETING
Copyright  Be  Connect    2014   NOW LATER REAL-TIME MARKETING IN 2015
Copyright  Be  Connect    2014   REAL-TIME MARKETING IN 2015
Copyright  Be  Connect    2014   Less is more REAL-TIME MARKETING IN 2015
Copyright  Be  Connect    2014   REAL-TIME MARKETING IN 2015
Copyright  Be  Connect    2014   TAKE-AWAYS “Right time” marketing? Smart, timely, creative and relevant content Getting content of your message right Humor is dangerous and can be difficult
Copyright  Be  Connect    2014   CONCLUSION   Advertised content about current events   Importance of ad investment   You need a program to do it well, not just a project   Stay close to your brand image   Don’t get too involved in issues, be selective   Measure   Mobile first
Copyright  Be  Connect    2014   SOURCES http://fr.slideshare.net/Altimeter/slides-realtime-marketing-the-agility-to-leverage-now http://www.mediapost.com/publications/article/217625/you-can-practice-real-time-marketing-with-the-ligh.html?edition http://www.marketingbfts.nl/berichten/realtime-marketing-de-toekomst-van-internetmarketing http://www.dmnews.com/infographic-the-power-of-real-time-marketing/article/342292/ http://www.emarketer.com/Webinar/Six-Guidelines-Measuring-Real-Time-Marketing-Success/4000082 http://fr.slideshare.net/Spredfast/the-moneyball-moment-datadriven-realtime-marketing http://fr.slideshare.net/purewest/master-real-time-marketing http://fr.slideshare.net/Spredfast/striking-gold-summit-slides http://darmano.typepad.com/logic_emotion/2013/02/real-time.html http://www.evergage.com/blog/real-time-marketing-isnt-what-you-think-it-is/ http://www.dmnews.com/infographic-the-power-of-real-time-marketing/article/342292/ http://www.forbes.com/sites/avidan/2014/11/09/11-marketing-trends-to-watch-for-in-2015/ http://www.emarketer.com/Webinar/Eight-Trends-Watch-Social-Marketing-2015/4000093 http://www.emarketer.com/Article/Visarsquos-Shiv-Singh-This-Year-Brands-Will-Learn-How-Measure-Real-Time-Marketing/1010607 http://www.emarketer.com/Article/Determining-Real-Time-Marketing-Success-Requires-Robust-Measurement-System/1010631
Copyright  Be  Connect    2014   +32  (0)  2  762  25  00   be-­‐connect.eu       @beconnectnews   /BeConnectWorld   /Be-­‐connectEu       Julie  Kowalski|  Social  Conversa4on  Manager   juko@be-­‐connect.eu  |  +32    494  08  88  20  

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Real-Time Marketing Strategies and Best Practices

  • 2. Copyright  Be  Connect    2014   THE POWER OF Julie  Kowalski|  Social  Media  Summit   REAL-TIME MARKETING
  • 3. Copyright  Be  Connect    2014   DEFINITION JUMPING ON CURRENT EVENTS and hot topics & optimizing your marketing campaigns based on REAL-TIME CAMPAIGN and performance data.
  • 4. Copyright  Be  Connect    2014   REAL-TIME MARKETING CONTENT STRONG Shareable content which generates engagement Connects with the audience SURPRISES DELIGHTS
  • 5. Copyright  Be  Connect    2014   GREAT REAL-TIME MARKETING = ATTENTION RELEVANCE +
  • 6. Copyright  Be  Connect    2014   EVENT-DRIVEN REAL-TIME MARKETING
  • 7. Copyright  Be  Connect    2014   DATA-DRIVEN REAL-TIME MARKETING
  • 8. Copyright  Be  Connect    2014   WHY? *According to the study ‘Real-time for the Rest of Us’ by Evergage and The Realtime Report, 2014 Marketers who cite the following as benefits of real-time marketing : 81% increased customer engagement 73% improved customer experiences 59% increased conversion rates
  • 9. Copyright  Be  Connect    2014   CHANNELS? *According to the study ‘Real-time for the Rest of Us’ by Evergage and The Realtime Report, 2014 48% SOCIAL 45% WEBSITE 39% EMAIL Marketers who use the following real-time marketing channels today:
  • 10. Copyright  Be  Connect    2014   OBSTACLES *According to the study ‘Real-time for the Rest of Us’ by Evergage and The Realtime Report, 2014 Marketers who list the following as real-time marketing obstacles : 43% lack of resources 39% time to implement 30% lack of knowledge or skill set
  • 11. Copyright  Be  Connect    2014   RISK #ThatSucks
  • 12. Copyright  Be  Connect    2014   REAL-TIME MARKETING #ROYALBABY #EXAMPLES
  • 13. Copyright  Be  Connect    2014   STARBUCKSUK # 1
  • 14. Copyright  Be  Connect    2014   OREO # 2
  • 15. Copyright  Be  Connect    2014   JOHNSON & JOHNSON # 3
  • 16. Copyright  Be  Connect    2014   REAL-TIME MARKETING #BENDGATE #EXAMPLES
  • 17. Copyright  Be  Connect    2014   KITKAT # 1
  • 18. Copyright  Be  Connect    2014   GILETTE # 2
  • 19. Copyright  Be  Connect    2014   SAMSUNG # 3
  • 20. Copyright  Be  Connect    2014   SAMSUNG # 4
  • 21. Copyright  Be  Connect    2014   REAL-TIME MARKETING #BREAKTHEINTERNET #EXAMPLES
  • 22. Copyright  Be  Connect    2014   NISSAN # 1
  • 23. Copyright  Be  Connect    2014   METMUSEUM # 2
  • 24. Copyright  Be  Connect    2014   USER’SEXAMPLE # 3
  • 25. Copyright  Be  Connect    2014   #EXAMPLES MORE REAL-TIME MARKETING
  • 26. Copyright  Be  Connect    2014   OASIS # 1
  • 27. Copyright  Be  Connect    2014   COYOTE # 2
  • 28. Copyright  Be  Connect    2014   NUTELLA # 3
  • 29. Copyright  Be  Connect    2014   Q-MUSIC # 4
  • 30. Copyright  Be  Connect    2014   REAL-TIME MARKETING BEST PRACTICES
  • 31. Copyright  Be  Connect    2014   INTERACT WITH OTHERS Social media values the witty reply #2
  • 32. Copyright  Be  Connect    2014   BEIRONIC Have a humoristic take on personas
  • 33. Copyright  Be  Connect    2014   PLAN It's about media, genius, craft and energy
  • 34. Copyright  Be  Connect    2014   Rework your classic advertising campaign with hot topic news RECYCLE
  • 35. Copyright  Be  Connect    2014   Let customers lead the conversation GETPERSONAL
  • 36. Copyright  Be  Connect    2014   REAL-TIME MARKETING HOW NOT TO
  • 37. Copyright  Be  Connect    2014   DON’TBETASTELESS Keep it tasteful and subtle
  • 38. Copyright  Be  Connect    2014   DON’TOVERDOIT Don’t get involved in everything
  • 39. Copyright  Be  Connect    2014   DON’TFAKEIT Stay real, no Photoshop!
  • 40. Copyright  Be  Connect    2014   DON’TSTATETHEOBVIOUS Stay original
  • 41. Copyright  Be  Connect    2014   HOW TO GET STARTED?
  • 42. Copyright  Be  Connect    2014   PREPARE AUTHORITY: get legal on board + executive approval 1 2 3 Understand TONE OF VOICE DESIGN your RTM approach
  • 43. Copyright  Be  Connect    2014   REAL-TIME MARKETING FLOW TRIGGER & TRENDS CREATIVE CONTENT DEVELOPMENT MEDIA PURCHASE PROMOTION & ENGAGEMENT MEASUREMENT & ANALYTICS Visual Text Multimedia News Event Distribution coordination Outreach Response Analysis Intelligence Promoted posts Ads Sponsored content
  • 44. Copyright  Be  Connect    2014   MEASURE Is RTM valuable on the long term? PUBLIC LIKES SHARES TWEETS RETWEETS FAVORITES
  • 45. Copyright  Be  Connect    2014   MEASURE PRIVATE Is RTM valuable on the long term? CLICK-THROUGH RATES ENGAGEMENT SCORING IMPRESSIONS (Paid impressions, Earned impressions, Total impressions) AVERAGE COST PER IMPRESSION SENTIMENT WEBSITE TRAFFIC
  • 46. Copyright  Be  Connect    2014   THE FUTURE OF REAL-TIME MARKETING
  • 47. Copyright  Be  Connect    2014   NOW LATER REAL-TIME MARKETING IN 2015
  • 48. Copyright  Be  Connect    2014   REAL-TIME MARKETING IN 2015
  • 49. Copyright  Be  Connect    2014   Less is more REAL-TIME MARKETING IN 2015
  • 50. Copyright  Be  Connect    2014   REAL-TIME MARKETING IN 2015
  • 51. Copyright  Be  Connect    2014   TAKE-AWAYS “Right time” marketing? Smart, timely, creative and relevant content Getting content of your message right Humor is dangerous and can be difficult
  • 52. Copyright  Be  Connect    2014   CONCLUSION   Advertised content about current events   Importance of ad investment   You need a program to do it well, not just a project   Stay close to your brand image   Don’t get too involved in issues, be selective   Measure   Mobile first
  • 53. Copyright  Be  Connect    2014   SOURCES http://fr.slideshare.net/Altimeter/slides-realtime-marketing-the-agility-to-leverage-now http://www.mediapost.com/publications/article/217625/you-can-practice-real-time-marketing-with-the-ligh.html?edition http://www.marketingbfts.nl/berichten/realtime-marketing-de-toekomst-van-internetmarketing http://www.dmnews.com/infographic-the-power-of-real-time-marketing/article/342292/ http://www.emarketer.com/Webinar/Six-Guidelines-Measuring-Real-Time-Marketing-Success/4000082 http://fr.slideshare.net/Spredfast/the-moneyball-moment-datadriven-realtime-marketing http://fr.slideshare.net/purewest/master-real-time-marketing http://fr.slideshare.net/Spredfast/striking-gold-summit-slides http://darmano.typepad.com/logic_emotion/2013/02/real-time.html http://www.evergage.com/blog/real-time-marketing-isnt-what-you-think-it-is/ http://www.dmnews.com/infographic-the-power-of-real-time-marketing/article/342292/ http://www.forbes.com/sites/avidan/2014/11/09/11-marketing-trends-to-watch-for-in-2015/ http://www.emarketer.com/Webinar/Eight-Trends-Watch-Social-Marketing-2015/4000093 http://www.emarketer.com/Article/Visarsquos-Shiv-Singh-This-Year-Brands-Will-Learn-How-Measure-Real-Time-Marketing/1010607 http://www.emarketer.com/Article/Determining-Real-Time-Marketing-Success-Requires-Robust-Measurement-System/1010631
  • 54. Copyright  Be  Connect    2014   +32  (0)  2  762  25  00   be-­‐connect.eu       @beconnectnews   /BeConnectWorld   /Be-­‐connectEu       Julie  Kowalski|  Social  Conversa4on  Manager   juko@be-­‐connect.eu  |  +32    494  08  88  20