Designing for Real-Time Marketing

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