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Real Time Social: How brands can plan for those unplanned occurrences, through having the right key ingredients to hand. Originally presented at #InternetWorld2013, Earls Court, London
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© 2013 TBG © 2013 TBG
Real Time – All The Time How can I get the greatest value from my investment in Social Media?
Karl Havard (@KarlHavard) Client Strategy Director TBG
© 2013 TBG
© 2013 TBG
What is Real-Time?
Or a well timed tweet!
© 2013 TBG
© 2013 TBG
Real-Time
© 2013 TBG
© 2013 TBG
Examples…
© 2013 TBG
© 2013 TBG
…and opportunities
#WINNING
© 2013 TBG
© 2013 TBG
Common Element
All headline grabbers, with a common ingredient…
© 2013 TBG
© 2013 TBG
Common Element
#UNPLANNED
All headline grabbers, with a common ingredient…
© 2013 TBG
© 2013 TBG
Yet…this happened
What’s happened?
© 2013 TBG
© 2013 TBG
Yet…this happened
© 2013 TBG
© 2013 TBG
Did they plan for the unplanned?
#HONEST!
VP of Cookies at Mondelez Interna9onal Lisa Mann
© 2013 TBG
© 2013 TBG
Necessary Ingredients
#RELEVENCE #EXPERTISE
#SPEED
© 2013 TBG
© 2013 TBG
%
#SPEED
Therefore, marketers also need to adopt 2nd screen behaviour
© 2013 TBG
© 2013 TBG
#RELEVANCE
Tradi9onal direct marke9ng CRM principles s9ll apply…probably even more so.
Brand, Content & Audience
© 2013 TBG
© 2013 TBG
#EXPERTISE
SERVING TECHNOLOGY
© 2013 TBG
© 2013 TBG
A random example
© 2013 TBG
© 2013 TBG
A random example
© 2013 TBG
© 2013 TBG
Before & After
© 2013 TBG
© 2013 TBG
Example
© 2013 TBG
© 2013 TBG
The gift that keeps giving
© 2013 TBG
© 2013 TBG
The Impact?
#ROI?
© 2013 TBG
© 2013 TBG
The Metrics That Matter
Buzz
Reach
Followers
Fans
Likes
Re-Tweets
Mentions
Click-‐throughs to place bets; in play beNng, and changing odds etc. [unique tags on links]
© 2013 TBG
© 2013 TBG
Correlation
• Real Time oOen means the “last click” does win… • …because it’s the only click
• Correla9ng data sources will indicate the rela9onship
• However, there may also be a latency effect, due to: • Convenience • Subsequent coverage
© 2013 TBG
© 2013 TBG
Real-Life Results
Website Visits – Exposed Region Massachusetts on January 1, 2013
Website Visits – Control Region Colorado on January 1, 2013
No lift during game time but clear traffic increase after the game
Post game spikes appear much smaller for control regions
© 2013 TBG © 2013 TBG
Real Time – All The Time How can I get the greatest value from my investment in Social Media?
Karl Havard (@KarlHavard) Client Strategy Director TBG
Thank you!
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