SMS2014 - BeConnect - The Power of Real-Time Marketing

Copyright Be Connect 2014


THE POWER OF

Julie Kowalski| Social Media Summit

REAL-TIME MARKETING


DEFINITION

JUMPING ON CURRENT EVENTS and hot topics

& optimizing your marketing campaigns based

on REAL-TIME CAMPAIGN and performance data.


REAL-TIME MARKETING CONTENT

STRONG Shareable content which

generates engagement

Connects with the audience

SURPRISES

DELIGHTS


GREAT REAL-TIME MARKETING =

ATTENTION RELEVANCE

+


EVENT-DRIVEN REAL-TIME MARKETING


DATA-DRIVEN REAL-TIME MARKETING


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


CHANNELS?


48% SOCIAL

45% WEBSITE

39% EMAIL

Marketers who use the following real-time marketing channels today:


OBSTACLES


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


RISK

#ThatSucks


REAL-TIME MARKETING #ROYALBABY

#EXAMPLES


STARBUCKS UK

#1


OREO #2


JOHNSON & JOHNSON #3


REAL-TIME MARKETING #BENDGATE

#EXAMPLES


KITKAT #1


GILETTE #2


SAMSUNG #3


SAMSUNG #4


REAL-TIME MARKETING #BREAKTHEINTERNET

#EXAMPLES


NISSAN #1


MET MUSEUM #2


USER’S EXAMPLE #3


#EXAMPLES

MORE REAL-TIME MARKETING


OASIS #1


COYOTE #2


NUTELLA #3


Q-MUSIC #4


REAL-TIME MARKETING BEST PRACTICES


INTERACT WITH OTHERS Social media values the witty reply

#2


BE IRONIC

Have a humoristic take on personas


PLAN

It's about media, genius, craft and energy


Rework your classic advertising campaign with hot topic news

RECYCLE


Let customers lead the conversation

GET PERSONAL


REAL-TIME MARKETING HOW NOT TO


DON’T BE TASTELESS

Keep it tasteful and subtle


DON’T OVERDO IT

Don’t get involved in everything


DON’T FAKE IT Stay real, no Photoshop!


DON’T STATE THE OBVIOUS Stay original


HOW TO GET STARTED?


PREPARE

AUTHORITY: get legal on board

+ executive approval

1 2 3

Understand TONE OF VOICE

DESIGN your RTM approach


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


MEASURE Is RTM valuable on the long term?

PUBLIC

LIKES SHARES TWEETS

RETWEETS FAVORITES


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


THE FUTURE OF REAL-TIME MARKETING


NOW

LATER

REAL-TIME MARKETING IN 2015


Less is more



TAKE-AWAYS

“Right time” marketing?

Smart, timely, creative and relevant content

Getting content of your message right

Humor is dangerous and can be difficult


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


+32 (0) 2 762 25 00

be-‐connect.eu

@beconnectnews

/BeConnectWorld

/Be-‐connectEu

Julie Kowalski|Social ConversaOon Manager Olivier de Decker|Partner|Olivier@be-‐connect.eu -‐ 0477 58 44 61


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

SMS2014 - BeConnect - The Power of Real-Time Marketing

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Transcript of SMS2014 - BeConnect - The Power of Real-Time Marketing