What is Real Time Marketing ?
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REAL TIME MARKETING 101
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You certainly know what this is
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The Set Up:Feb 3rd 2013: Superbowl Finale
Disruption at the beginning of second period:Power shortage
Trending topic on Social Media
Oreo Twitter account tweets “Power out? No problem. ”+ picture
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The Aftermath:On Twitter:+15 839 RT+6 524 Fav
On Facebook:+20 000 Likes+6 500 Shares
Result:525 000 000 earned impressions+ Headlines in over 100 countries
30 sec TV Ad cost: USD 4 milThis tweet cost: USD 0
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FREQUENTLY ASKED QUESTIONS
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Real Time Marketing: What? Practice of engaging audience with content relevant to a
specific event or happening
Picture, Video, Text…
Facebook, Twitter, Instagram, Snapchat…
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Real Time Marketing: Why ? Insert the brand in a trending conversation, associate with buzz, further it, nurture it
Increase brand awareness, positive perception, interest in a product…
If cleverly done, enormous exposure for low budget (promoted post/tweet)
High engagement and conversion rate
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Real Time Marketing: When ?
-April Fool Day-Christmas-Halloween-Tet Holiday
-Sport Match-TV Show-Ceremony
-Product Launch-Store Opening
-Breaking news
SPECIFIC DATE
BROADCASTED EVENT
ONE-TIME
EVENT
OTHER…
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Real Time Marketing: When ?
SPECIFIC DATE
BROADCASTED EVENT
ONE-TIME
EVENT
OTHER…
-Sport Match-TV Show-Ceremony
-Product Launch-Store Opening
-Breaking news
UnplannedPlanned
-April Fool Day-Christmas-Halloween-Tet Holiday
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SPECIFIC DATE
Event: April Fool Day
Nokia leverages internet passion for its 3310+April fool day to unveil this fake Nokia Lumia 3310
SPECIFIC DATE
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BROADCASTE
D EVENT
Event: Superbowl 2013 Final Power Shortage
Needless to say more
BROADCASTED EVENT
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ONE-TIME
EVENT
Event: Galaxy S5 Reveal at WMC
Nokia and other competitors trolled Samsung after Galaxy S5 reveal for its lack of innovative featured
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OTHER…
Event: Volkswagen USA tweets about how they improved car wheels
Does this picture remind you of something ?
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OTHER…
Event: Volkswagen USA tweets about how they improve car wheels
Audi responds to this Tweet and inserts itself in the conversation
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Real Time Marketing: How ?
Work as a “Newsroom”• Scan Social Web• Be up to date on latest trends• Detect early buzzes• Use Social Listening Tools
RTM
Agile
Daring
Relevant
Creative
Funny
Opportunistic
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Real Time Marketing: Things to Consider Know your target
RTM is not improvisation, it needs planning
RTM must be relevant to brand history, values and positioning. Brand must be legitimate to talk about a topic
Do not be a follower, start the conversation (or join one with a real added value)
A brand is not meant to comment each news or event. Careful with Newsjacking
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Careful with Newsjacking
“The art of using news events or stories for marketing and advertising purposes.”
Can apply for inbound/content marketing as well
Use it once or twice, but no more
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Careful with Newsjacking
Stay legitimate with your brand identity
Be daring and take risk, but do not cross the line
Avoid sensitive topics
Don’t be too greedy
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Know the difference
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What about the client ?
How to get approval without slowing down the process and miss the window ?
Put new processes in place to speed up the approval process.
1. Establish Relationship of trust with client, integrate him from the start
2. Get a quick yes/no answer from one of senior executive on client’s side
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How to measure impact of RTM?
Metrics:-Number of Fans/Followers-Lead Generation-Demographics-Traffic
Social listening tools
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CASE STUDY 1: #SNCFAIL
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Case Study 1: #SNCFailSNCF is France’s Railway Company
A few weeks ago, news reported that SNCF ordered 2000 new trains to renew their fleet
Problem: these trains are too wide to enter train stations
Every media commented on this scandal
How can a brand insert itself in this huge buzz/trending topic ?
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Case Study 1: #SNCFailReaction 1
Durex is an international condom manufacturer. Durex Play is a Lubricant Gel
The message :“Dear SNCF, with this it will go smooth”
Relevant with brand personalityShowcase product and product benefit
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Case Study 1: #SNCFailReaction 2
Marc Dorcel is a French company producing pornographic moviesRocco Siffredi is a porn actor known for having a very (very) big penis
The message:“There are no trains that are too largeThere are only tracks that are too narrow”
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Case Study 1: #SNCFailReaction 3
Curly is a French Brand producing crackers and snacks
The message:“Whatever their size, Curly always find theGood way to go to your mouth”
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CASE STUDY 2: OASIS
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Case Study 2: Oasis
Oasis is a French Brand selling fruit juices
With their agency Marcel (Publicis) they Launched a strategy of both brand content + real time marketing
Each time the brand speak, it features these fruitsEach fruit is treated as a character (name, relationship with others, background…)
They KILL IT at RTM !
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Case Study 2: OasisReaction to Cannes Festival
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Case Study 2: OasisReaction to airing of Game of Thronesseason 4
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Case Study 2: OasisReaction to Kanye West wedding
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Case Study 2: OasisInternet Meme Spoofing
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BRANDS REACTIONS TO EASTER 2014
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BRANDS REACTIONS TO APRIL FOOL
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http://www.youtube.com/watch?v=4YMD6xELI_k
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BRANDS REACTIONS TO ROYAL BABY
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Steps to prepare for RTM
INVOLVE CLIENT FOR VALIDATION
AND BUSINESS
GOALS
LISTEN
CHOOSE EVENT/CONVERSATION TO INSERT BRAND IN
EVALUATE AND
IMPROVE
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REAL TIME MARKETING
Relevant
InsightfulCreative
Real Time Marketing in a nutshell
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To Sum Up
RTM
#1 Scan the web, listen to the trending topics
#2 Be relevant and Legitimate
#3 Right content, right audience, right time
#4 Be useful while entertaining
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What’s next ?
Geolocalisation with Real Time Marketing ?
Personalized Real Time Marketing ?
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Thank You !
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Who Am I ?
Marc-Antoine MALASPINAAged 24
I’m looking for a job !
@IamMarcomalas
My LinkedIn profile