Social Real-Time Marketing
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SOCIAL REAL-TIME MARKETING: WHY IT’S BECOME THE LAST RECOURSE IN THE AGE OF PAY-TO-PLAY SOCIAL MEDIA ANDY WHITE, DIRECTOR OF SOCIAL STRATEGY, SPROUT SOCIAL
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Transcript of Social Real-Time Marketing
SOCIAL REAL-TIME MARKETING: WHY IT’S BECOME THE LAST RECOURSE IN THE AGE
OF PAY-TO-PLAY SOCIAL MEDIA
ANDY WHITE, DIRECTOR OF SOCIAL STRATEGY, SPROUT SOCIAL
@NEILPATEL@Kissmetrics
#KissWebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with
Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer.
Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras.
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Andy is the man who provides strategy for Sprout and its customers. Before life at Sprout, his team
transformed Audi of America into the world’s most engaged social brand. Always accessible via
Snapchat, except when golfing.
ANDY WHITE Director of Social Business Strategy, SproutSocial
@white
@NEILPATEL#KissWebinar @sproutsocial
#KissWebinar
@white
1 What is RTM?
2 How and why did RTM evolve?
3 What is essential for successful RTM?
TABLE OF CONTENTS
WATCH WEBINAR RECORDING NOW
RTM is social
And it’s important to realize that, because the industry is now being weighted towards media, specifically paid media
SOCIAL RTM
Because organic reach has fallen through the floor
SOCIAL RTM
Which in turn has driven the push for branded content marketing
SOCIAL RTM
The ‘viral’ holy grail:
Twitter presents the only remaining opportunity for effective viral - read: organic, AKA ‘free’ - social media
marketing.
SOCIAL RTM
The three branches of ‘real-time’ social media:
One-on-one engagement:
SOCIAL RTM
“Prepared” Marketing:
SOCIAL RTM
And true RTM:
Brands adding value to a cultural conversation by reacting to the unforeseen in a timely manner.
SOCIAL RTM
Wildcard: Snapchat Live & Stories
SOCIAL RTM
SANS Institute@SANSInstitute
RTM’s short rise to prominence
February 3, 2013, 8:38pm ET
BLACKOUT AT THE SUPERBOWL!
SOCIAL RTM
February 3, 2013, 8:40pm ET
SOCIAL RTM
February 3, 2013, 8:46pm ET
SOCIAL RTM
February 3, 2013, 8:48pm ET
SOCIAL RTM
And on…millions and millions of free media impressions
SOCIAL RTM
A year on —
SOCIAL RTM
Super Bowl 2014 No unifying, dynamic storyline to react to
One year to put into place process & procedure
Overwhelming desire to recapture that lightning in bottle
Brands become nothing more than color commentators
SOCIAL RTM
And they start talking to one another
SOCIAL RTM
Since then, the best of RTM has been nimble brands responding creatively to the unexpected
SOCIAL RTM
What goes into a successful piece of RTM?
Common Threads of Success:
Listen… know how to monitor at scale Trust… and understand your brand
Empower… a small team Be Confident… in your creativity
SOCIAL RTM
#1 : KNOW THYSELF
• Know your brand inside & out • Know your audience • Understand platform capabilities • Understand implications of success and
failure
SOCIAL RTM
#2 : DEFINE YOUR PROCESS
• Less is more. • Who is responsible. • What are their objectives? • What are their legal or brand guidelines? • That’s it.
SOCIAL RTM
#3: START LISTENING
• Understand what is being said around you.
• Be present. • How should I listen?
SOCIAL RTM
The War Room
SOCIAL RTM
The Other War Room
SOCIAL RTM
KNOW YOUR AUDIENCE
MEGAN RITTERSalesforce
“ Brands have to have a deep understanding of their customer base. A marketer cannot deliver the right message to the right customer at the right time if she doesn't know precisely what her customers want and need
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ANDY WHITE Director of Social Business Strategy, SproutSocial
@white
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Questions?
