SlideShare a Scribd company logo
Capture the
Moment:
How Real-Time
Content Marketing
Can Supercharge
Social Engagement
Sysomos Webinar
Moderated by eMarketer
27th February 2018
Agenda
• What is Real-Time Content
Marketing (RTM)?
• How and why does it work?
• What are the benefits of
RTM?
• Real-world examples
• How you can make it work for
your brand
What is Real-Time Content Marketing (RTM)?
• Marketing communications that respond
to events occurring in the real world
• Usually shared on social media in order
to reach a large audience and get viral
distribution
• Can be unplanned and in the moment,
or simply topically relevant to current
events
Why Does RTM Work?
People love
unscripted wit
Shared cultural moments
are powerful
Piggyback on
trending topics
Highly shareable content
creates virality
Attitudes Toward Content Marketing Among B2C Content Marketers
in North America, July 2017 % of respondents
Note: Among those who have a content marketing strategy
Source: Content Marketing Institute (CMI) and MarketingProfs, “B2C Content Marketing:
2018 Benchmarks, Budgets, and Trends - North America,” Dec 6 2017
www.eMarketer.com
Neither agree
nor disagree
Disagree Agree
Our organization is focused on building audiences
(building one or more subscriber bases)
Our organization values creativity and craft in
content creation and production
Our leadership team gives up ample time to
produce content marketing results
Our organization has realistic expectations about
what content marketing can achieve
Discontinuing specific content marketing activities
that we’ve found to be ineffective, so we can
concentrate on those that yield the best results
Over the last year, it has become increasingly
difficult to capture our audience’s attention
Creating less content than one year ago but that
content is driving greater results
6% 85%
8% 79%
19% 56%
22% 55%
14% 53%
22% 51%
48% 20%
9%
13%
25%
23%
33%
27%
32%
Social Media Platforms
Used for Content
Marketers in North
America, July 2017
% of respondents
Source: Content Marketing Institute (CMI) and
MarketingProfs, “B2C Content Marketing: 2018
Benchmarks, Budgets and Trends – North
America,” Dec 6, 2017
www.eMarketer.com
Facebook
Twitter
LinkedIn
YouTube
Instagram
Pinterest
Google+
Snapchat
SlideShare
Medium
Other
84%
97%
69%
66%
63%
43%
37%
11%
8%
6%
8%
Common Attributes of RTM Content
Timely
Relevant
Authentic
Shareable
Timely
Authentic
Relevant
Shareable
Sentiment
The Benefits of RTM
Purchase
Intent
Interest
Likelihood
to Recommend
Serious
Consideration
+16%
+14%
+18%
+18%
+18%
RTM Opportunities
Planned Spontaneous Moments of Intent
Sports events (Super Bowl,
Olympics)
Breaking news Asking for recommendations
Festivals (Burning Man, SXSW) Elections Complaining about competitors
Major TV events (GoT) Elon Musk PR stunts “I’m thinking about…”
Seasonal (summer vacation,
Holiday, New Years, etc.)
Weather events
Internet memes
How to Build a Process for Responsive RTM
Define Roles and
Responsibilities
Create a Strong,
but Flexible Process
Choose the Right
Technology Platform
Step 1: Define Roles and Responsibilities
• Who will identify opportunities?
• Who will decide on response strategy and
channels?
• Who will handle copywriting and creative?
• Who will be responsible for QA and
approvals?
• Who will manage publishing/scheduling?
• Who will moderate community response?
Step 2: Create a Strong but Flexible Process
• Foster a culture of experimentation
• Define a streamlined response workflow
• Modify standard review processes
• Create communication plans
Step 3: Choose the Right Technology Platform
• Monitor social conversations
• Identify opportunities, content, images and
influencers
• Quickly extract insights
• Support agile approval processes
• Manage content across channels
• Provide real-time analytics
Listen and Learn
• Set up social listening queries
• Find and curate image galleries
• Pre-prepare event specific
queries
• Identify top brand influencers
• Configure automated alerts
Expect the
Unexpected
• Explore social data
• Hunt for interesting
content and insights
• Analyse communities
and demographics
Summary
Real-Time Marketing can win loyalty, increase your visibility
and help establish a clear personality for your brand
To get it right, you need to put the right processes and culture
in place to empower your team to create RTM content
Build a calendar of events you can respond to, but also be
ready to respond to unplanned events
Don’t expect everything to be a hit – not every piece of content
will resonate, but the ones that work well make it worthwhile
Using the right social research and engagement tools will
make this much easier
Q&A
www.sysomos.com
@sysomos
lconcannon@sysomos

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Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement

  • 1. Capture the Moment: How Real-Time Content Marketing Can Supercharge Social Engagement Sysomos Webinar Moderated by eMarketer 27th February 2018
  • 2. Agenda • What is Real-Time Content Marketing (RTM)? • How and why does it work? • What are the benefits of RTM? • Real-world examples • How you can make it work for your brand
  • 3. What is Real-Time Content Marketing (RTM)? • Marketing communications that respond to events occurring in the real world • Usually shared on social media in order to reach a large audience and get viral distribution • Can be unplanned and in the moment, or simply topically relevant to current events
  • 4. Why Does RTM Work? People love unscripted wit Shared cultural moments are powerful Piggyback on trending topics Highly shareable content creates virality Attitudes Toward Content Marketing Among B2C Content Marketers in North America, July 2017 % of respondents Note: Among those who have a content marketing strategy Source: Content Marketing Institute (CMI) and MarketingProfs, “B2C Content Marketing: 2018 Benchmarks, Budgets, and Trends - North America,” Dec 6 2017 www.eMarketer.com Neither agree nor disagree Disagree Agree Our organization is focused on building audiences (building one or more subscriber bases) Our organization values creativity and craft in content creation and production Our leadership team gives up ample time to produce content marketing results Our organization has realistic expectations about what content marketing can achieve Discontinuing specific content marketing activities that we’ve found to be ineffective, so we can concentrate on those that yield the best results Over the last year, it has become increasingly difficult to capture our audience’s attention Creating less content than one year ago but that content is driving greater results 6% 85% 8% 79% 19% 56% 22% 55% 14% 53% 22% 51% 48% 20% 9% 13% 25% 23% 33% 27% 32%
  • 5. Social Media Platforms Used for Content Marketers in North America, July 2017 % of respondents Source: Content Marketing Institute (CMI) and MarketingProfs, “B2C Content Marketing: 2018 Benchmarks, Budgets and Trends – North America,” Dec 6, 2017 www.eMarketer.com Facebook Twitter LinkedIn YouTube Instagram Pinterest Google+ Snapchat SlideShare Medium Other 84% 97% 69% 66% 63% 43% 37% 11% 8% 6% 8%
  • 6. Common Attributes of RTM Content Timely Relevant Authentic Shareable
  • 11. Sentiment The Benefits of RTM Purchase Intent Interest Likelihood to Recommend Serious Consideration +16% +14% +18% +18% +18%
  • 12. RTM Opportunities Planned Spontaneous Moments of Intent Sports events (Super Bowl, Olympics) Breaking news Asking for recommendations Festivals (Burning Man, SXSW) Elections Complaining about competitors Major TV events (GoT) Elon Musk PR stunts “I’m thinking about…” Seasonal (summer vacation, Holiday, New Years, etc.) Weather events Internet memes
  • 13. How to Build a Process for Responsive RTM Define Roles and Responsibilities Create a Strong, but Flexible Process Choose the Right Technology Platform
  • 14. Step 1: Define Roles and Responsibilities • Who will identify opportunities? • Who will decide on response strategy and channels? • Who will handle copywriting and creative? • Who will be responsible for QA and approvals? • Who will manage publishing/scheduling? • Who will moderate community response?
  • 15. Step 2: Create a Strong but Flexible Process • Foster a culture of experimentation • Define a streamlined response workflow • Modify standard review processes • Create communication plans
  • 16. Step 3: Choose the Right Technology Platform • Monitor social conversations • Identify opportunities, content, images and influencers • Quickly extract insights • Support agile approval processes • Manage content across channels • Provide real-time analytics
  • 17. Listen and Learn • Set up social listening queries • Find and curate image galleries • Pre-prepare event specific queries • Identify top brand influencers • Configure automated alerts
  • 18. Expect the Unexpected • Explore social data • Hunt for interesting content and insights • Analyse communities and demographics
  • 19.
  • 20. Summary Real-Time Marketing can win loyalty, increase your visibility and help establish a clear personality for your brand To get it right, you need to put the right processes and culture in place to empower your team to create RTM content Build a calendar of events you can respond to, but also be ready to respond to unplanned events Don’t expect everything to be a hit – not every piece of content will resonate, but the ones that work well make it worthwhile Using the right social research and engagement tools will make this much easier