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The Internet, more specifically social media, has increased the speed with which we communicate. We’re Tweeting, Facebooking, texting, Pinning, Instagramming, and checking in constantly. This steady stream of information combined with the 24/7 news cycle has lead to the need for marketers to increase the speed of their engagement as well in an emerging field called “Real-time marketing.” Where there is marketing, there are designers. How do you design effectively for real-time marketing? This presentation focuses on best practices for designing for real-time marketing: what real-time marketing is, how it is being used, and how design plays a role.
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DESIGNING For Real-Time Marketing
Tyler Travitz
Director, Interactive Design
GolinHarris
#smwDesigning4RTM
WHO’S HERE?
“design” WITH SOME “Design”
This talk covers both pixels and planning.
WARNING
In addition to beer, this presentation also contains:
• cookies
• sharks
• wardrobe “malfunctions”
• Kate Upton
• suggestive polar bears
RTM DEFINED
Authentic communication delivered at the right time and place,
with the right message, often linked to other stimuli.
“
”
OPPORTUNISTIC RTM
Commentary on the moment
Includes other content
Human driven
Organic
IT ALL STARTED WHEN…
EXAMPLES
EXAMPLES
EXAMPLES
EXAMPLES
EXAMPLES
EXAMPLES
WHICH HAS LED TO…
“Brands need content that will generate positive engagement to justify their social
media team’s work. A lot of clients don’t know how to measure social media value, so having
more of something even the client doesn’t understand, such as engagement, feels like
success. Real-time gives brands something to talk about…” – RTM Sucks Owner
Digiday Interview September 25th
AND…
“Ultimately, the fact is that real-time marketing -- even in the worst cases -- is
noticed by few and forgotten by most.
Maybe your time -- real and otherwise -- would be better spent jumping on the
next marketing trend.”
SO…
Are they right?
Yes, and no.
YES
Many brands are trying too hard to recreate the “dunk in the dark” moment.
RTM is about singles, not homeruns.
Shift to “Always-on”
NO
RTM Works.
1 Amplifies other
marketing efforts
2 Changes consumer
behavior
http://RTMresearch.com
CHANGES CONSUMER BEHAVIOR
http://RTMresearch.com
HOW?
BEST PRACTICES FOR
REAL-TIME CONTENT CREATORS
PROCESS
Keep the kitchen door closed.
COOKS IN THE KITCHEN
Account Management
Creative
Community Managers
Client
Legal
COLLABORATION
PROCESS
Plan but also, plan for.
PLAN, BUT ALSO PLAN FOR…
Pregame
National Anthem
Coin Toss
Commercials
Game
Halftime Show
Outcome
MVP
Winner/Loser
PLAN, BUT ALSO PLAN FOR…
PROCESS
Plan, but also plan for…
CONTENT
Content calendars are necessary, but shouldn’t be your entire strategy.
CONTENT
Hyper-relevant, super timely.
“Now more than at any other time in history, speed and agility are
decisive competitive advantages.” - David Meerman Scott
Realtime Marketing & PR
CONTENT
RELEVANCE, TIMELINESS
PROCESS
Analytics
Strategy
Topic Planning
Creative Development
Measure
CONTENT
Know when to say nothing.
CREATIVE
Establish a visual voice
CREATIVE
Channel Matters
CREATIVE
CREATIVE
CREATIVE
Changing your workflow
Concept
Design
Review
Revise
Review
Revise
Approve
Publish
RTM WORKFLOW
Insight Idea Ceate Review (Revise) Publish
CREATIVE
Balancing speed and execution
RTM WORKFLOW
Stay lo-fi for as long as possible
CHALLENGES
CHALLENGES
Moving beyond Facebook, Twitter
CHALLENGES
Subjectivity
SUBJECTIVITY
CHALLENGES
Quality
QUALITY
CHALLENGES
Legacy
BUZZ(WORD) KILL
Real-Time Marketing
THANK YOU! @tylertravitz
@golinharris
