Clarifying the Hype and Role ���of Real-Time Marketing

July 2013

Today’s Takeaways

What is Real-time Marketing?

Why Should I Care?

When Do I Need It?

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It all started in the dark.

One little cookie changed marketing.

With a simple branded message

Several  Brands  Did  the  Same  Thing.  

“#WATERGATE”  

“Not every brand can have a team on standby for every major event, and it isn’t clear that these kinds of marketing coups have any major impact on sales.” - Jared Keller Bloomberg BusinessWeek

And the Oscar for Forcing Relevancy Goes to…

THINK  BEYOND  PHOTOSHOP  

The Mechanics

Social Media Monitoring

Traditional Media Monitoring

Media Relationships

Creative Talent

Influencer Relationships

Knowing Your Brand

“The real-time Web has opened an opportunity for anybody to inject ideas into a breaking news story and generate tons of media coverage.”

- David Meerman Scott Author

Real-Time Marketing Newsjacking

Your Brand

Oakley garnered $41 million ���in equivalent advertising time

“Oakley  and  the  Chilean  Miners  –  Publicity  Goldmine”  Love  Hate  AdverEsing.  October  22,  2010.  

The mechanics of Real-Time Marketing are quite similar to what’s needed to Newsjack a story. Smart Real-Time uses both to provide value to a brand.

“How  to  Newsjack  Your  Way  into  the  Media.”  Excerpt  provided  by  Hubspot.  David  Meerman  ScoR.  

“The  Real-­‐Time  MarkeEng  Drum  Beat  Gets  Louder,  as  Agencies,  and  Brands  Sing  On”  eMarketer.  May  7,  2013.  

The positive impact ���of Real-Time Marketing ���is Real.

Being in the Moment

On  November  1  the  Mayor  Newark  Cory  Booker  tweeted  to  one  of  his  city’s  residents  who  was  “running  out    of  hotpockets”      

Hot  Pockets  responds  with  leRer  and  100s  of  coupons  for  free  product  for  Newark  residents.      

Tweets:  3,022  Reach:  22  million  

Total  reach:  211.2  million  

Twitter •  3,022 tweets •  22 million reach Online •  51 articles •  187.4 million reach

Broadcast •  13 shows •  1.8 million reach

When does it make sense?

Pay attention during major national news stories Be present during events the brand is actively participating in Make sure the response is Brand Relevant ���and not just noise.

Measuring Results

ü  Social Engagement ü  Story Placement

ü  Positive Share of Voice

ü  Positive News Coverage

And Sales..?

One isolated success. ���Not going to move the needle.

Campaign driven or several ���newsworthy successes moves the needle

thank you

Chris Baccus. GolinHarris. Executive Direct Digital Presentation: http://www.slideshare.net/cbaccus