ENGAGING THE GLOBAL MIND

NOVA SPIVACKSXSW 2013

FIXING FILTER FAILUR

E

Nova SpivackCEO, Bottlenose

http://bottlenose.com

@novaspivack@bottlenoseapp#bottlenose

HOW TO TAP THEGLOBAL MIND FOR REAL-TIME MARKETING

The Now has Changed

• Shorter• Higher Resolution

The New Now

ZeptosecondsTo

Nanoseconds

MillisecondsTo

Seconds

Seconds To

Minutes

MonthsTo

Quarters

YearsTo

Decades

MORE IS HAPPENINGIN LESS TIME

THE PULSE OF THE NET IS GETTING FASTER

clockrate

A cultural shift

A focus on the present rather than past or future.

Nature Machines Data

Agriculture Industry Information

A focus on the Past

A focus on the Future

A focus on the Present

NOWISM

• Live Experiences• Real-Time

Participation• Instant

Gratification

Months Hours Seconds

PC Web Stream

THE NATURE OF THE STREAM IS UNLIKE ANY MEDIUM BEFORE IT.global,

immediate, fully interactive

THE MESSAGEIS THE MEDIUM

THE STREAM IS MORE LIVE & REALTIME THAN TV & RADIO EVER WERE

THE STREAM IS ALSOMORE NOISY

TOTALINFORMATION

OVERLOAD

I get 13,000 messages/day

“It’s not information overloadIt’s FILTER FAILURE”

- Clay Shirky

HOW DO WE MAKE SENSEOF THE STREAM?

SocialMonitoring

SocialAnalytics

Social Discovery

FuturePresentPast

2013

2012

2014

TAG CLOUDSARE NOT SUFFICIENT

NOWCASTING

ENGAGING THE STREAM is different

Think Like A Media Empire

• Continuous monitoring

• Live content creation

• Real-time marketing

• Instant engagement

SOCIAL MEDIA IS MEDIA, BUT IT’S DIFFERENT

Stage 1“Week Marketing”

Weeks to Months

Stage 2“Day Marketing”

Hours to Days

Stage 3“Now Marketing”

Minutes to Seconds

FEEDBACK LOOP

CASE STUDI

ES

Razorfish• State of the Union• Brand Advertising

Fleishman-Hillard • General Motors• State of Illinois• Black Box

More• Hollywood Report –

Golden Globes• ADWEEK - Superbowl

Razorfish – NFL Promoted Tweets

1. Real-time Social Data used to target NFL and NBA Twitter ads• Ad targeting is dynamically

optimized to follow social conversation

• Yielded 17.5% national engagement rate compared to 1-2% national average

2. Matt Ryan real-time targeted promoted tweet campaign yielded 12.4% engagement

3. Russell Wilson social ad campaign yielded 12.9% engagement

43- CONFIDENTIAL -

Razorfish – State of the Union 2013

Live Marketing for NO LABELS during State of the Union 2013• Used Bottlenose

Sonar to piggyback on trending hashtags

• Created live content to target hot topics and influencers

• 17.5M impressions in Feb

• 88% during SOTU

Successfully achieved national visibility

44- CONFIDENTIAL -

Fleishman-Hillard OSCARS 2013

Black Box Live Marketing Solution• Illinois Office of Tourism • Drive awareness of

President Lincoln’s ties to Illinois

• Created Lincoln Control Room to create live content from big data in real-time on Oscar night using FH’s black box.

• 3,300 total social media engagements, over 131,000 YouTube video views

Results• 3,300 total social media

engagements, over 131,000 YouTube video views 45- CONFIDENTIAL -

Fleishman-Hillard GM - Nerve Center

Transforming GM into a social enterprise• Real-time social intelligence

for every GM nameplate• Tracking of all GM competitors• In depth product line and

feature analysis with positives and negative sentiment

Installing Nerve Center™ real-time mission control at GM HQ

46- CONFIDENTIAL -

THR Golden GlobesLive Content Analytics and Buzz Indexes for Golden Globes• Real-time editorial

dashboards, photostreams, and Buzz indexes e.g. Best Designer, Best Host

• Social reaction and sentiment to hosts, Clinton’s surprise entrance, presenter rankings and fashion mentions

Resulted in exclusive online content for THR (two online articles)

47- CONFIDENTIAL -

ADWEEK SuperbowlLive Content Analytics and Buzz Indexes for the Superbowl• Tracked live share of

voice for each of the Superbowl 2012 ads

• Measured sentiment in real-time for all Superbowl ads

• Provided widget for ADWEEK / Youtube “AdBuzz” consumer site

Resulted in exclusive online content for ADWEEK

48- CONFIDENTIAL -

04/13/2023 Confidential - (c) Copyright Bottlenose Inc. 2012

49

FH + Bottlenose — Black Box

Come see Black Box live at SXSW

Four Seasons LobbyBlack Box Lounge

THANKYOU!

http://bottlenose.com

@novaspivack@bottlenoseap

p#bottlenose

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