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Rick Murray, Edelman Chris Kooluris, Micro Content Director, VaynerMedia Stephanie Matthews, Director, Real-Time Engagement, GolinHarris Teca Lewellyn, Senior Manager, Brand PR, Kellogg’s Zena Weist, Vice President, Strategy & Social Media, Expion Ever since the famous Oreo tweet, real-time marketing has quickly climbed the marketing buzzwords lists. In our WOMMA Summit session, we will discuss: the Principles of real-time marketing, how to use paid media to amplify earned media, how to creating a “real-time-ready” organization, the role of offline WOM in real-time, current best practices in B2C, B2B, and of course what's next.
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REAL TIME MARKETING THE NEW PRIME TIME OR THE LATEST SHINY OBJECT?November 19, 2013
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#RTM #WOMMASummit@zenaweist @chriskooluris @stephfinee @tecalewellyn @rickmurray
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PANEL RULES
Please don’t talk about your own stuff. !With all respect to our friends at 360i and our clients at Mondelez, let’s not talk about Oreos.
Why does every brand in the super market have to talk? When will brands stop getting excited on Cinco De Mayo? Why is everyone chasing Oreo? When will brands stop being so conservative and just act?
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REAL TIME MARKETING DEFINITIONUsing data analytics with a process flow to shift marketing messaging in real time or near real time.
REAL TIME MARKETINGTHE HOW• Process: Not a Project • Ongoing Newsroom: Not Campaign • Brand Relevant: Not Buzz Wedge
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REAL TIME MARKETING IN ACTION
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REAL TIME MARKETING IN ACTION
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REAL TIME MARKETING IN ACTION
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REAL TIME MARKETING DEFINEDrel • e • vance [rel-uh-vuh ns] NOUN The condition of being relevant, or connected with the matter at hand: “Some traditional institutions of the media lack relevance in this digital age.”
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GETTING IT RIGHT
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GETTING IT WRONG• News and Clever Branded Copy =
Social Media Graphic • Single Channel Approach • No Tie-back to Business, Marketing
or PR Goals
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WHY IT MATTERS
Exposure to Real Time Marketing Increases Likelihood to be Aware, Learn More, Discuss and Consider.
Source: GolinHarris Global RTM Study, 2012 !13
WHAT’S NEXT FOR
REAL TIME MARKETING
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CASE STUDIES#SWIMFORRELIEF • 48 Hour Charity Swim by Diana Nyad
for Hurricane Sandy Recovery • Nailed the Timing • Live Tweeting from Several P&G Brands • Strong CTA for Consumers • Huge Earned Impressions
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CASE STUDIES@Charmin • Awesome job with being current while
taking on potty humor • It dares to push the limit on potty humor:
“It’s National Coffee Day and we’re here for you. #YouKnowWhy #tweetfromtheseat”
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