SlideShare a Scribd company logo
1 of 47
A War Room 
of One 
An all you need guide to creating a pretty 
awesome real-time marketing practice 
for teams large and small. 
@AmberHorsburgh
I made this presentation at Upload Lisboa 2014. Portugal’s 
largest digital & social media marketing conference. 
It has been modified just slightly for Slideshare. Enjoy!
What you will hear from me today 
1. What we mean when we talk about real time marketing 
2. Executing successful real time marketing with War Rooms 
3. The war room of one
We’re here to talk about 
Real Time 
Marketing
Made famous by this 
OREO 
SUPER BOWL XLVII
And this 
NASA 
OSCARS 2014
And this one too... 
SNICKERS 
2014 FIFA WORLD CUP
But its not just that. 
“For most brands the real event is not the Super Bowl but 
smaller and mid-size moments that align to brand values 
and offer an opportunity to create an experience in near 
real time.” 
- Linda Boff, Executive Director of global brand marketing GE
Real time is 
Crisis management 
CHOBANI YOGURT RECALL, 2013
Real time is 
Customer service 
Responds in 78 mins to 96% of queries 
KLM AIRWAYS
Real time is 
Responding to critics 
BELIZE TOURISM BOARD, 2014
Social channels operate in real 
time. Brands that are not aware 
of their immediate environment 
risk losing great opportunities for 
fan interaction.
But in order to execute in real 
time teams must be set up to 
rapidly respond to the 
environment.
In buzzwords 
The war Room
WAR ROOM. 
A place that centralizes operations for performing a 
given project. 
Image courtesy of LA Times http://framework.latimes.com/2012/12/11/times-editors-working-during-first-world-war-ii-blackout/
War rooms 
allow the agility 
to leverage the 
now
War rooms 
focus a team
War rooms 
enforce 
accountability
War rooms 
facilitate 
immediate 
communication
How to do it
Let’s pretend we’re in the 
#Oscars war room for
The key is to 
Plan to be 
spontaneous
COMMUNITY 
MANAGER 
Assign everyone a role 
ANALYST STRATEGIST 
COPYWRITER 
DESIGNER 
PRODUCER 
Image courtesy of LA Times http://framework.latimes.com/2012/12/11/times-editors-working-during-first-world-war-ii-blackout/
Ensure everyone is versed in the 
process 
MONITOR CONVERSATIONS 
IDENTIFY OPPORTUNITIES 
PUBLISH 
Strategist 
Community Manager 
SEEK APPROVAL MAKE CONTENT 
Copywriter 
Designer 
Producer + client 
Analyst
Have 90% 
of content ready 
made
Fill the content calendar before the 
show even begins 
70% 
PRE-APPROVED 
- Design assets 
- Copy 
- Concepts 
- Community management strategy 
- Success metrics 
- Measurement dashboards 
- Influencer lists 
20% 
SEMI-APPROVED 
- Templated designs 
- Copy options 
- Reporting templates 
10% 
REACTIVE 
- Community interactions 
- Reactions to key moments 
- Social listening
Set rules guided 
spontaneity
Empower the team to seek 
real-time opportunities 
RULES FOR ENGAGEMENT 1. Respond to people with high follower counts 
2. Media interactions require client approval 
3. Don’t ignore customer service questions 
4. Don’t interrupt conversations between friends 
5. Don’t respond to people that talk frequently about competitors
Separate 
important 
conversations 
from fluff
Important 
Critical event moments
Important 
What influencers are saying
Important 
What brands are saying
Important 
What fans are saying
Fluff 
Spam, shared and sponsored 
content 
- Shared content 
- Unrelated to event 
- Sponsored content 
- What partners, clients and agency teams are saying
Established an 
approval process
Obtained approval ahead of time 
BE COOL WITH LEGAL 
Ensure the things said about 
the brand can be said about 
the brand. 
BE COL WITH CLIENT 
Establish communication flow 
for quick edits and approval 
during event.
Have paid media 
briefed and on 
standby
Have audience targeting and 
budget ready to get behind content 
that gains traction.
How to replicate as a one man show 
[without working the weekend]
Let’s pretend 
we have 
one week
Monday 
Set up social listening
Red Carpet 
BEST & WORST DRESSED 
Possible events Broadcast 
Awards Ceremony Post Show Recaps 
INTERVIEWS 
LATE ARRIVALS 
OPENING PERFORMANCE 
HOST SPEECH 
LATE ARRIVALS 
CATEGORY WINNERS 
LIFETIME ACHIEVEMENT 
BEST ACTOR 
BEST & WORST DRESSED 
SPEECH QUOTES 
Tuesday 
Map the previous event
Wednesday 
Make the content
Thursday 
Schedule everything 
[Netflix]
Friday 
Figure out where the client will be 
• Outline a process for getting content approved 
• Share contact info - email, IM, SMS or Whatsapp
If you remember only three things. Remember these... 
1. Real time marketing is most effective when participating in 
events that align with brand goals, not unrelated gigantic ones. 
2. To be set up for real time marketing success operate as a war 
room. 
3. War rooms can scale big and small. Planning is key.
THANKS 
@AmberHorsburgh

More Related Content

What's hot

Creating Influencer Marketing Strategy And Measuring Its ROI Complete Deck
Creating Influencer Marketing Strategy And Measuring Its ROI Complete DeckCreating Influencer Marketing Strategy And Measuring Its ROI Complete Deck
Creating Influencer Marketing Strategy And Measuring Its ROI Complete Deck
SlideTeam
 
Lifedots Deck BBH New York
Lifedots Deck BBH New YorkLifedots Deck BBH New York
Lifedots Deck BBH New York
Alwayne Ritchie
 
60 Min Brand Strategist NEW
60 Min Brand Strategist NEW60 Min Brand Strategist NEW
60 Min Brand Strategist NEW
Idris Mootee
 
Julian Cole - How to measure digital campaigns
Julian Cole - How to measure digital campaignsJulian Cole - How to measure digital campaigns
Julian Cole - How to measure digital campaigns
Mitya Voskresensky
 

What's hot (20)

TBWA quote compilation on change on mad-blog.com
TBWA quote compilation on change on mad-blog.comTBWA quote compilation on change on mad-blog.com
TBWA quote compilation on change on mad-blog.com
 
Car Dealership Micro-Content Critiques
Car Dealership Micro-Content CritiquesCar Dealership Micro-Content Critiques
Car Dealership Micro-Content Critiques
 
Creating Influencer Marketing Strategy And Measuring Its ROI Complete Deck
Creating Influencer Marketing Strategy And Measuring Its ROI Complete DeckCreating Influencer Marketing Strategy And Measuring Its ROI Complete Deck
Creating Influencer Marketing Strategy And Measuring Its ROI Complete Deck
 
Lifedots Deck BBH New York
Lifedots Deck BBH New YorkLifedots Deck BBH New York
Lifedots Deck BBH New York
 
Go Big on Community Management!
Go Big on Community Management!Go Big on Community Management!
Go Big on Community Management!
 
What is a great digital creative brief
What is a great digital creative briefWhat is a great digital creative brief
What is a great digital creative brief
 
Intro to (Brand) Strategy by Mariana Cotlear Vega
Intro to (Brand) Strategy by Mariana Cotlear VegaIntro to (Brand) Strategy by Mariana Cotlear Vega
Intro to (Brand) Strategy by Mariana Cotlear Vega
 
60 Min Brand Strategist NEW
60 Min Brand Strategist NEW60 Min Brand Strategist NEW
60 Min Brand Strategist NEW
 
Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging Steal This Idea: Brand Messaging
Steal This Idea: Brand Messaging
 
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...A Planner's Playbook - Everything I learned about planning at Miami Ad School...
A Planner's Playbook - Everything I learned about planning at Miami Ad School...
 
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
The Cheating Strategist’s guide to Mary Meeker’s Digital Trends 2015
 
The Other C Word: What makes great content marketing great
The Other C Word: What makes great content marketing greatThe Other C Word: What makes great content marketing great
The Other C Word: What makes great content marketing great
 
Julian Cole - How to measure digital campaigns
Julian Cole - How to measure digital campaignsJulian Cole - How to measure digital campaigns
Julian Cole - How to measure digital campaigns
 
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website VisitsContent Marketing Lessons From 10 Years and 41,525,103 Website Visits
Content Marketing Lessons From 10 Years and 41,525,103 Website Visits
 
Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!
 
What's Next: Customer Experience & Brand Growth
What's Next: Customer Experience & Brand GrowthWhat's Next: Customer Experience & Brand Growth
What's Next: Customer Experience & Brand Growth
 
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
 
The Hierarchy of Engagement
The Hierarchy of EngagementThe Hierarchy of Engagement
The Hierarchy of Engagement
 
How to measure Digital
How to measure DigitalHow to measure Digital
How to measure Digital
 
The Big Idea in 5 Steps
The Big Idea in 5 StepsThe Big Idea in 5 Steps
The Big Idea in 5 Steps
 

Viewers also liked

Explain Digital Strategy To Your Mum
Explain Digital Strategy To Your Mum Explain Digital Strategy To Your Mum
Explain Digital Strategy To Your Mum
Amber Horsburgh
 
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...
Altimeter, a Prophet Company
 
Video ads-the-programmatic-channel research-studies
Video ads-the-programmatic-channel research-studiesVideo ads-the-programmatic-channel research-studies
Video ads-the-programmatic-channel research-studies
AdCMO
 
Netherlands presentation
Netherlands presentationNetherlands presentation
Netherlands presentation
Thomas_McMillan
 

Viewers also liked (20)

Explain Digital Strategy To Your Mum
Explain Digital Strategy To Your Mum Explain Digital Strategy To Your Mum
Explain Digital Strategy To Your Mum
 
4 Practices for Video Success in 2017
4 Practices for Video Success in 20174 Practices for Video Success in 2017
4 Practices for Video Success in 2017
 
The Art of WarRoom
The Art of WarRoomThe Art of WarRoom
The Art of WarRoom
 
How to Run a Design War Room
How to Run a Design War Room How to Run a Design War Room
How to Run a Design War Room
 
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...
 
Macklemore, The Story
Macklemore, The StoryMacklemore, The Story
Macklemore, The Story
 
Marketing war room
Marketing war roomMarketing war room
Marketing war room
 
Case Study: Katy Perry
Case Study: Katy PerryCase Study: Katy Perry
Case Study: Katy Perry
 
Designing an efficient IT operations war room/Command Centre
Designing an efficient IT operations war room/Command Centre Designing an efficient IT operations war room/Command Centre
Designing an efficient IT operations war room/Command Centre
 
European ChemSex Forum Report
European ChemSex Forum ReportEuropean ChemSex Forum Report
European ChemSex Forum Report
 
Video ads-the-programmatic-channel research-studies
Video ads-the-programmatic-channel research-studiesVideo ads-the-programmatic-channel research-studies
Video ads-the-programmatic-channel research-studies
 
Social Media in Education | For Thai Airways
Social Media in Education | For Thai AirwaysSocial Media in Education | For Thai Airways
Social Media in Education | For Thai Airways
 
Kingfisher C5s Corporate Futsal 2011
Kingfisher C5s Corporate Futsal 2011Kingfisher C5s Corporate Futsal 2011
Kingfisher C5s Corporate Futsal 2011
 
Republic Day Rink Football Tournament
Republic Day Rink Football TournamentRepublic Day Rink Football Tournament
Republic Day Rink Football Tournament
 
Veterans Rink Football Tournament 2016
Veterans Rink Football Tournament 2016Veterans Rink Football Tournament 2016
Veterans Rink Football Tournament 2016
 
10 social media campaign in Thailand
10 social media campaign in Thailand10 social media campaign in Thailand
10 social media campaign in Thailand
 
Digital Marketing Presentation 2015
Digital Marketing Presentation 2015Digital Marketing Presentation 2015
Digital Marketing Presentation 2015
 
Workshop Innovation War Room
Workshop Innovation War RoomWorkshop Innovation War Room
Workshop Innovation War Room
 
2010 FIFA World Cup: South Africa
2010 FIFA World Cup: South Africa2010 FIFA World Cup: South Africa
2010 FIFA World Cup: South Africa
 
Netherlands presentation
Netherlands presentationNetherlands presentation
Netherlands presentation
 

Similar to Create A Great Social Media War Room

Marketing Finder-SDL-Online-Engagement
Marketing Finder-SDL-Online-EngagementMarketing Finder-SDL-Online-Engagement
Marketing Finder-SDL-Online-Engagement
marketinghannahfinder
 

Similar to Create A Great Social Media War Room (20)

Content Marketing Master Class - Seanice Lojede , Blu Flamingo Digital
Content Marketing Master Class - Seanice Lojede , Blu Flamingo DigitalContent Marketing Master Class - Seanice Lojede , Blu Flamingo Digital
Content Marketing Master Class - Seanice Lojede , Blu Flamingo Digital
 
Creating Landmark Events
Creating Landmark EventsCreating Landmark Events
Creating Landmark Events
 
The Rise of the Customer-Centric Company (The ‘3 Cs’)
The Rise of the Customer-Centric Company (The ‘3 Cs’)The Rise of the Customer-Centric Company (The ‘3 Cs’)
The Rise of the Customer-Centric Company (The ‘3 Cs’)
 
7 essential lessons for successful live streaming by Tony Sprando & Newtek
7 essential lessons for successful live streaming by Tony Sprando & Newtek7 essential lessons for successful live streaming by Tony Sprando & Newtek
7 essential lessons for successful live streaming by Tony Sprando & Newtek
 
Pitch Populate Company Profile 2023.ppsx
Pitch Populate Company Profile 2023.ppsxPitch Populate Company Profile 2023.ppsx
Pitch Populate Company Profile 2023.ppsx
 
Pitch Populate Company Profile
Pitch Populate Company ProfilePitch Populate Company Profile
Pitch Populate Company Profile
 
Be The Machine Winter Resorts
Be The Machine Winter ResortsBe The Machine Winter Resorts
Be The Machine Winter Resorts
 
Selling Your Personal Brand with Services
Selling Your Personal Brand with ServicesSelling Your Personal Brand with Services
Selling Your Personal Brand with Services
 
What's Next for Content Studios
What's Next for Content StudiosWhat's Next for Content Studios
What's Next for Content Studios
 
Real-Time Marketing: The Ability to Leverage Now - Webinar
Real-Time Marketing: The Ability to Leverage Now - WebinarReal-Time Marketing: The Ability to Leverage Now - Webinar
Real-Time Marketing: The Ability to Leverage Now - Webinar
 
Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...
Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...
Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...
 
10 things every business person should know about content strategy
10 things every business person should know about content strategy10 things every business person should know about content strategy
10 things every business person should know about content strategy
 
[En] Mastering digital marketing like a boss - Slides & more
[En] Mastering digital marketing like a boss - Slides & more[En] Mastering digital marketing like a boss - Slides & more
[En] Mastering digital marketing like a boss - Slides & more
 
Richter Campaign Explained
Richter Campaign Explained Richter Campaign Explained
Richter Campaign Explained
 
Marketing Finder-SDL-Online-Engagement
Marketing Finder-SDL-Online-EngagementMarketing Finder-SDL-Online-Engagement
Marketing Finder-SDL-Online-Engagement
 
Newsroom of-the-future Workflows Digital transformation Discussion
Newsroom of-the-future Workflows Digital transformation DiscussionNewsroom of-the-future Workflows Digital transformation Discussion
Newsroom of-the-future Workflows Digital transformation Discussion
 
Navigating the Inner and Outer Loops--Effective Office 365 Communications
Navigating the Inner and Outer Loops--Effective Office 365 CommunicationsNavigating the Inner and Outer Loops--Effective Office 365 Communications
Navigating the Inner and Outer Loops--Effective Office 365 Communications
 
Real-Time Marketing
Real-Time MarketingReal-Time Marketing
Real-Time Marketing
 
Real-time marketing is just marketing
Real-time marketing is just marketingReal-time marketing is just marketing
Real-time marketing is just marketing
 
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
 

Recently uploaded

INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSEINCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
RicaAbellanosa
 
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
ahmedjiabur940
 

Recently uploaded (20)

Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024
 
SP Search Term Data Optimization Template.pdf
SP Search Term Data Optimization Template.pdfSP Search Term Data Optimization Template.pdf
SP Search Term Data Optimization Template.pdf
 
Taprank - Boost your Google reviews with personalized NFC cards
Taprank - Boost your Google reviews with personalized NFC cardsTaprank - Boost your Google reviews with personalized NFC cards
Taprank - Boost your Google reviews with personalized NFC cards
 
Killer Packaging__Published in PrintAction
Killer Packaging__Published in PrintActionKiller Packaging__Published in PrintAction
Killer Packaging__Published in PrintAction
 
Aiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMMAiizennxqc Digital Marketing | SEO & SMM
Aiizennxqc Digital Marketing | SEO & SMM
 
Crypto Quantum Leap - Digital - membership area
Crypto Quantum Leap -  Digital - membership areaCrypto Quantum Leap -  Digital - membership area
Crypto Quantum Leap - Digital - membership area
 
HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION
HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATIONHOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION
HOW TO HANDLE SALES OBJECTIONS | SELLING AND NEGOTIATION
 
Cartona.pptx. Marketing how to present your project very well , discussed a...
Cartona.pptx.   Marketing how to present your project very well , discussed a...Cartona.pptx.   Marketing how to present your project very well , discussed a...
Cartona.pptx. Marketing how to present your project very well , discussed a...
 
Meeting Koordinasi All Team Sales dan Marketing Departement
Meeting Koordinasi All Team Sales dan Marketing DepartementMeeting Koordinasi All Team Sales dan Marketing Departement
Meeting Koordinasi All Team Sales dan Marketing Departement
 
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSEINCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE
 
Optimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered PromptsOptimizing Your Marketing with AI-Powered Prompts
Optimizing Your Marketing with AI-Powered Prompts
 
Resumé Karina Perez | Digital Strategist
Resumé Karina Perez | Digital StrategistResumé Karina Perez | Digital Strategist
Resumé Karina Perez | Digital Strategist
 
Iranian Strikes on Israel Assessing the Impact and Implications.pptx
Iranian Strikes on Israel  Assessing the Impact and Implications.pptxIranian Strikes on Israel  Assessing the Impact and Implications.pptx
Iranian Strikes on Israel Assessing the Impact and Implications.pptx
 
How consumers use technology and the impacts on their lives
How consumers use technology and the impacts on their livesHow consumers use technology and the impacts on their lives
How consumers use technology and the impacts on their lives
 
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...
 
Passive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless EarningsPassive Income System 2.0 Digital: Effortless Earnings
Passive Income System 2.0 Digital: Effortless Earnings
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introduction
 
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptx
 
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...
 

Create A Great Social Media War Room

  • 1. A War Room of One An all you need guide to creating a pretty awesome real-time marketing practice for teams large and small. @AmberHorsburgh
  • 2. I made this presentation at Upload Lisboa 2014. Portugal’s largest digital & social media marketing conference. It has been modified just slightly for Slideshare. Enjoy!
  • 3. What you will hear from me today 1. What we mean when we talk about real time marketing 2. Executing successful real time marketing with War Rooms 3. The war room of one
  • 4. We’re here to talk about Real Time Marketing
  • 5. Made famous by this OREO SUPER BOWL XLVII
  • 6. And this NASA OSCARS 2014
  • 7. And this one too... SNICKERS 2014 FIFA WORLD CUP
  • 8. But its not just that. “For most brands the real event is not the Super Bowl but smaller and mid-size moments that align to brand values and offer an opportunity to create an experience in near real time.” - Linda Boff, Executive Director of global brand marketing GE
  • 9. Real time is Crisis management CHOBANI YOGURT RECALL, 2013
  • 10. Real time is Customer service Responds in 78 mins to 96% of queries KLM AIRWAYS
  • 11. Real time is Responding to critics BELIZE TOURISM BOARD, 2014
  • 12. Social channels operate in real time. Brands that are not aware of their immediate environment risk losing great opportunities for fan interaction.
  • 13. But in order to execute in real time teams must be set up to rapidly respond to the environment.
  • 14. In buzzwords The war Room
  • 15. WAR ROOM. A place that centralizes operations for performing a given project. Image courtesy of LA Times http://framework.latimes.com/2012/12/11/times-editors-working-during-first-world-war-ii-blackout/
  • 16. War rooms allow the agility to leverage the now
  • 17. War rooms focus a team
  • 18. War rooms enforce accountability
  • 19. War rooms facilitate immediate communication
  • 20. How to do it
  • 21. Let’s pretend we’re in the #Oscars war room for
  • 22. The key is to Plan to be spontaneous
  • 23. COMMUNITY MANAGER Assign everyone a role ANALYST STRATEGIST COPYWRITER DESIGNER PRODUCER Image courtesy of LA Times http://framework.latimes.com/2012/12/11/times-editors-working-during-first-world-war-ii-blackout/
  • 24. Ensure everyone is versed in the process MONITOR CONVERSATIONS IDENTIFY OPPORTUNITIES PUBLISH Strategist Community Manager SEEK APPROVAL MAKE CONTENT Copywriter Designer Producer + client Analyst
  • 25. Have 90% of content ready made
  • 26. Fill the content calendar before the show even begins 70% PRE-APPROVED - Design assets - Copy - Concepts - Community management strategy - Success metrics - Measurement dashboards - Influencer lists 20% SEMI-APPROVED - Templated designs - Copy options - Reporting templates 10% REACTIVE - Community interactions - Reactions to key moments - Social listening
  • 27. Set rules guided spontaneity
  • 28. Empower the team to seek real-time opportunities RULES FOR ENGAGEMENT 1. Respond to people with high follower counts 2. Media interactions require client approval 3. Don’t ignore customer service questions 4. Don’t interrupt conversations between friends 5. Don’t respond to people that talk frequently about competitors
  • 32. Important What brands are saying
  • 33. Important What fans are saying
  • 34. Fluff Spam, shared and sponsored content - Shared content - Unrelated to event - Sponsored content - What partners, clients and agency teams are saying
  • 36. Obtained approval ahead of time BE COOL WITH LEGAL Ensure the things said about the brand can be said about the brand. BE COL WITH CLIENT Establish communication flow for quick edits and approval during event.
  • 37. Have paid media briefed and on standby
  • 38. Have audience targeting and budget ready to get behind content that gains traction.
  • 39. How to replicate as a one man show [without working the weekend]
  • 40. Let’s pretend we have one week
  • 41. Monday Set up social listening
  • 42. Red Carpet BEST & WORST DRESSED Possible events Broadcast Awards Ceremony Post Show Recaps INTERVIEWS LATE ARRIVALS OPENING PERFORMANCE HOST SPEECH LATE ARRIVALS CATEGORY WINNERS LIFETIME ACHIEVEMENT BEST ACTOR BEST & WORST DRESSED SPEECH QUOTES Tuesday Map the previous event
  • 45. Friday Figure out where the client will be • Outline a process for getting content approved • Share contact info - email, IM, SMS or Whatsapp
  • 46. If you remember only three things. Remember these... 1. Real time marketing is most effective when participating in events that align with brand goals, not unrelated gigantic ones. 2. To be set up for real time marketing success operate as a war room. 3. War rooms can scale big and small. Planning is key.