© 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

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© 2013 TBG

What is Real-Time?

Or a well timed tweet!

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© 2013 TBG

Real-Time

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Examples…

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…and opportunities

#WINNING

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© 2013 TBG

Common Element

All headline grabbers, with a common ingredient…

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© 2013 TBG

Common Element

#UNPLANNED

All headline grabbers, with a common ingredient…

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© 2013 TBG

Yet…this happened

What’s  happened?  

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© 2013 TBG

Yet…this happened

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© 2013 TBG

Did they plan for the unplanned?

#HONEST!

VP  of  Cookies  at  Mondelez  Interna9onal  Lisa  Mann  

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© 2013 TBG

Necessary Ingredients

#RELEVENCE #EXPERTISE

#SPEED

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© 2013 TBG

%  

#SPEED

Therefore,  marketers  also  need  to  adopt  2nd  screen  behaviour  

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© 2013 TBG

#RELEVANCE

Tradi9onal  direct  marke9ng  CRM  principles  s9ll  apply…probably  even  more  so.  

Brand,  Content  &  Audience  

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© 2013 TBG

#EXPERTISE

SERVING TECHNOLOGY

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© 2013 TBG

A random example

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© 2013 TBG

A random example

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© 2013 TBG

Before & After

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© 2013 TBG

Example

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The gift that keeps giving

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© 2013 TBG

The Impact?

#ROI?

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© 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]  

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© 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  

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© 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!