This document summarizes a webinar on real time marketing strategies. The webinar discusses how brands can insert themselves into trending conversations and current events by having content ready to publish in real time. It provides examples of brands like KitKat and Audi that successfully engaged with trends like #Bendgate and Super Bowl through real time social media posts. The webinar emphasizes the importance of preparation, monitoring trends, and having the right team and processes in place to quickly capitalize on opportunities. It also looks ahead at upcoming events where real time marketing could be effective during the holiday season.

1. REAL TIME MARKETING | OCTOBER 22, 2014
THE WEBINAR WILL START SHORTLY
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2. REAL TIME MARKETING | OCTOBER 22, 2014
THE WEBINAR WILL START SHORTLY
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practices and current industry trends. Check it all out on our
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3. REAL TIME MARKETING | OCTOBER 22, 2014
THE WEBINAR WILL
START SHORTLY
Presentation slides can be downloaded from the “learn more” tab in the webinar console

4. REAL TIME MARKETING | OCTOBER 22, 2014
THE WEBINAR WILL
START SHORTLY
#VocusWebinar

5. MAKE THE MOST OF YOUR PR
WITH REAL TIME TACTICS
OCTOBER 22, 2014
5

6. REAL TIME MARKETING | OCTOBER 22, 2014 6

7. REAL TIME MARKETING | OCTOBER 22, 2014 7
NEWS BREAKS IN SECONDS,
NOT HOURS

8. REAL TIME MARKETING | OCTOBER 22, 2014
REAL TIME
MARKETING
8
PUBLIC
RELATIONS

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✚ Real time marketing should be a component of a larger
brand strategy
✚ New mindset
- Requires change in thinking
- Often, brands try to capitalize on what’s trending without
objectives in mind
- Must have a flexible plan
✚ Set your program up to react quickly
- Key brand-building component
- Requires a new playbook
- Be authentic, relevant and relatable
- Weigh the pros and cons
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A STRATEGIC MINDSET

10. REAL TIME MARKETING | OCTOBER 22, 2014
✚ Real Time Marketing is not:
- Tapping into anything and everything
simply because it’s trending
- Capitalizing on trending or viral
content / imagery generates empty
“likes” and retweets
✚ Real Time Marketing is:
- A component of a brand’s overall
marketing and communications
strategy
- Connecting with culturally relevant
moments
BE RELEVANT, BUT BE SMART
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RTM aligns your brand with breaking news and trends…
By developing messaging that is relevant to breaking
news and trends, you are creating content that people will
want to share

11. REAL TIME MARKETING | OCTOBER 22, 2014
✚ Marketing Landscape
- Growing increasingly digital
- What does this mean for PR
practitioners?
✚ The Bottom Line
- News breaks fast and cycles fast
THE AGE OF “NOW”
11

12. REAL TIME MARKETING | OCTOBER 22, 2014
WHAT’S DRIVING REAL TIME?
12
Consumer
Behaviors
Constantly Exploring
Always on Social
Networks
Short Attention Spans
(Long Memories)
Brand
Behaviors
Increased Competition
More Opportunities
Technology
Crowded social
environment

13. REAL TIME MARKETING | OCTOBER 22, 2014 13
PLANNED CALENDAR EVENTS
Super Bowl
World Cup
Olympics
Academy Awards
Black Friday
OPPORTUNISTIC-DRIVEN
iPhone Launch
Polar Vortex
Outcomes from anticipated events
BRAND EVENTS
Product launches
Media and customer-facing events
Content planned in advance based
on a planned event
Editorial calendar
BREAKING/TRENDING NEWS
Bendgate
Dunk in the Dark
“Sharknado”
Current Event
Driven or
Cultural Driven
Injecting your brand
into the
conversation
INJECTING YOUR BRAND INTO THE CONVERSATION

14. REAL TIME MARKETING | OCTOBER 22, 2014
INSERTING YOUR BRAND INTO POP CULTURE MOMENTS
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STRATEGY AUDIENCES DISTRIBUTION MEASUREMENTTRIGGER
Planned or
spontaneous event
Content
- Paid, Owned,
Earned, Shared
Engagement
- Influencers
- Direct to
Consumer
- Other
Direct
Communication
- Multimedia,
Visual, Text
Experiential
- Online
Engagement
• Post, Tweet,
Promotion
Offline
- SOV
- Engagement
- Impressions
- Tone
- Coverage
Define objectives &
outcomes
Process for monitoring
results

15. REAL TIME MARKETING | OCTOBER 22, 2014
“Draft” the Right Team:
✚ News
✚ Social
✚ Data
✚ Fast thinkers, writers and visual creators
✚ Directly connected to key news media, publishing and social
channels
✚ Strong legal, technical and creative understanding
✚ Stand-by integration with legal teams
✚ Fast collaboration
✚ Disciplined strategic mindset
15
CREATING A REAL TIME TEAM

16. REAL TIME MARKETING | OCTOBER 22, 2014
✚ Have content creators ready
- Blog posts
- Visuals
- Research
- Social engagement
- Copywriters
✚ Track trending data 24x7
- Trending news (Google Trends)
- Trending social (Twitter & Facebook)
- Trending search (Google Trends)
- Overall (i.e. Sysomos)
- ID influencers (i.e. Traackr)
✚ Plan, plan, plan
✚ Practice, practice, practice
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BE PREPARED

17. REAL TIME MARKETING | OCTOBER 22, 2014
✚ Video
- Girl Scouts: World Cup “Luis
"Samoa" Suárez Bites a Thin Mint”
- Watch the video here
✚ Infographics
- MWW: “What Mattered More:
2014 State of the Union Address”
✚ Tweets
- Arby’s: Pharrell’s Grammy Hat
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HOW TO EXECUTE

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RESEARCH

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✚ Research was compiled during the 2014 World Cup to determine the
efficiency of tapping into global trends
✚ But why did some brands succeed while other’s saw no impact or even
negative impact?
- 10 of the brands experienced negative impact because their poorly
planed, self-serving #WorldCup tweets didn’t give fans what they truly
wanted – soccer – on average decreasing their Twitter engagement by
47%
- The 8 brands with positive lift, were insightful, well-timed, and brand-
relevant when leveraging #WorldCup – on average, they saw an
increase in engagement of 279%
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REAL TIME MARKETING: DOES IT WORK?
Brands experienced a positive lift from
real time efforts
8/18
+21,960% +377%

20. REAL TIME MARKETING | OCTOBER 22, 2014 20
CASE STUDIES

21. REAL TIME MARKETING | OCTOBER 22, 2014
✚ On September 24th, chatter started picking up on Twitter that the
iPhone 6 was bending in people’s pockets, sparking #bendgate to
begin trending
✚ The candy brand heard the trending chatter and knew that
#bendgate aligned perfectly with their “have a break, have a
KitKat” slogan
✚ Within 30 minutes the brand had creative and copy ready to tweet
✚ Results:
- In the first 10 minutes – 100 retweets
- Less than an hour later – 1,000 retweets
- KitKat then promoted their tweet earning them – 23,000 retweets, 10,000
favorites, and an increase in a few thousand new followers
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KITKAT: #BENDGATE
“The candy brand's post has now eclipsed
Oreo's real-time marketing reign” – AdWeek

22. REAL TIME MARKETING | OCTOBER 22, 2014
✚ For Super Bowl 2014, Audi executed the first successful Snapchat campaign
at scale, connecting the brand with Millennials during the game
✚ Idea: Authentically connect and entertain the Millennial demographic through
platform relevant content to drive online buzz
✚ Mission: Generate public online conversation through raw, privately-
distributed, humorous content to stay above the fray of marketing messages
flooding users’ Twitter feeds
- Audi used only simple photos and a smartphone to execute, in contrast to other
brands’ attempts at “real-time” videos and more complex initiatives
✚ Results:
- Audi drove the most mentions of any online automaker during the Super Bowl
- Twitter following grew by 2,500 and Facebook fan base by 9,000
- Snapchat fan base grew by 5,500 new followers on game day, and reached
10,500 new followers in 48 hours
- The campaign received 100,000 views on Snapchat and 2,400 mentions on
Twitter, reaching a total of 37 million newsfeeds
22
AUDI: TAKING SNAPCHAT BY STORM ON SUPER BOWL SUNDAY

23. REAL TIME MARKETING | OCTOBER 22, 2014
✚ When Mets’ second baseman Daniel Murphy missed 2014
Opening Day to take paternity leave, he was heavily criticized by
sports fans and sports media alike
✚ Among the criticism, diaper brand Huggies saw an opportunity to
tie back to their core values and support Murphy and his choice
to be with his wife and new born son
- In honor of proud dads using Huggies, the brand launched
#HuggiesSupportsDaniel in real time on Facebook and Twitter, sharing
that they would donate diapers to Diaper Network for mentions of the
hashtag
✚ Huggies’ initial tweet garnered 495 retweets and 767 favorites,
while their Facebook post received over 87,000 likes and 10,900
shares
- A few days following their initial tweet, Huggies announced that they had
donated 75,000 diapers to Diaper network thanks to consumer support
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HUGGIES: METS PATERNITY LEAVE

24. REAL TIME MARKETING | OCTOBER 22, 2014 24
LOOKING AHEAD & TAKEAWAYS

25. REAL TIME MARKETING | OCTOBER 22, 2014
✚ For many major brands, the holidays are one of, if not
the most critical time of the year
✚ The holiday marketplace is saturated and moves fast
- Your Real Time Marketing game must be on point to break
through the clutter and for your brand to be heard
✚ Keep an eye out for upcoming events with real time
opportunities:
- Thanksgiving
- Black Friday & Cyber Monday
- The “it” toy or product of the season, and major product
releases
- Device Week
- Beyond the New Year – awards season, Oscars and Grammys
25
LOOKING AHEAD: ‘TIS THE SEASON FOR REAL TIME MARKETING

26. REAL TIME MARKETING | OCTOBER 22, 2014
SOME THINKING ON HOW TO INSERT YOUR
BRAND OR CLIENT INTO THE CONVERSATION
✚ What is the appetite for injecting our brand into real time
conversation?
✚ Who is the audience we want to reach?
✚ Where is the best place to influence them?
✚ What other initiatives will the brand be involved in during this
time period?
✚ What is the competition doing? How can we stand out?
✚ Who do we need to mobilize?
✚ What tools do we need to have in place?
✚ How will we measure results?
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27. REAL TIME MARKETING | OCTOBER 22, 2014
✚ Prepare
✚ Monitor
✚ News breaks / discussion trends
✚ Team analyzes
✚ Content created
✚ Distribution
✚ Measurement
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TAKEAWAYS

28. REAL TIME MARKETING | OCTOBER 22, 2014
MWW
304 Park Avenue South
New York, NY, 10010
alissa.blate@mww.com
@alissablate
mww.com
Alissa Blate
Executive Vice President,
Global Consumer Marketing Practice Leader
For more information, please contact:
28
THANK YOU

29. REAL TIME MARKETING | OCTOBER 22, 2014
QUESTION AND ANSWER
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30. REAL TIME MARKETING | OCTOBER 22, 2014
THE VOCUS FAMILY
About Vocus
Vocus is a leading provider of public relations software that enables professionals to
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It is headquartered in Beltsville, Maryland with offices in North America and Europe.
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