The Realities of Realtime Marketing: Creating Teams, Building Trust #SMTLive
11.21.13
May 10, 2015
The 2013 Superbowl blackout, when a simple tweet by Oreo upstaged the hallowed prominence of TV commercials during that event, may go down in history as the coming out moment for realtime marketing . Rather than planning campaigns months in advance, Oreo had a team in place to create something on the fly, in realtime. Since then, however, many RTM campaigns have crashed and burned, showing that they require more than simply creating a viral photo in a split second.
In this webinar, our panelists go beyond the glitz and graphics of a RTM campaign to discuss how to create an empowered team that can respond to a story as it happens, while bearing in mind the boundaries of your brand’s message. Joint us to learn:
- How to empower your team to respond in a way that is timely and relevant
- How to parse out hype from genuine RTM opportunities
- How to leverage sophisticated monitoring tools to best reach your customers during realtime campaigns
- Best practices for a RTM campaign based on current case studies
In this webinar, our panelists go beyond the glitz and graphics of a RTM campaign to discuss how to create an empowered team that can respond to a story as it happens, while bearing in mind the boundaries of your brand’s message. Joint us to learn:
- How to empower your team to respond in a way that is timely and relevant
- How to parse out hype from genuine RTM opportunities
- How to leverage sophisticated monitoring tools to best reach your customers during realtime campaigns
- Best practices for a RTM campaign based on current case studies
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The Realities of Realtime Marketing: Creating Teams, Building Trust
#SMTLive
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Our Speakers
Peter Kim is an advisor on social business and marketing strategy. He co-authored the book Social Business By Design and drives global industry discourse at beingpeterkim.com. He was previously Chief Strategy Officer at Dachis Group, an analyst at Forrester Research, and head of international marketing operations, e-commerce, and digital marketing at PUMA AG.
Pablo Henderson is a lifestyle brand expert with 15+ years of experience working with beverage, automotive, fashion and music industry clients coupled with over a decade of marketing consulting to leading luxury Hotel companies including Starwood Hotels, Diplomat Hotels, Gemstone Resorts International, Crescent Hotels & Resorts, Tecton Hospitality, Sage Hospitality and others.
Andrew Ashton is an Analyst on The Social Hive Team at Yum! Brands focusing on online global reputation management for KFC, Taco Bell and Pizza Hut. The team has trained over 250 international associates on using a sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer insights and customer service. Further, The Hive provides real-time insights, analysis, engagement opportunities and content to the brands and other functions.
Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey
REAL TIME MARKETING + LISTENINGCREATING A WEB OF LISTENERS
THE COST OF IGNORING
Andrew AshtonAnalyst, Yum! Brands
@AndrewLAshton@yumbrands
#SMTLive
DEVELOP INTERNAL RESOURCES TO LEVERAGE LOW COST EXPERTISE
TRAIN THE TRAINER
CORE TEAMANALYSTS
REGIONAL LEADS
RESPONSETEAM
BASIC USERS
TRAINED ONTOOL
AGENCYUSERSTRAINED ON TOOL
SUPERUSERS
PROFICIENTON TOOL
WORKFLOW
250+USERS
90+MARKETS
41LANGUAGES
Daily Buzz: Sent out by 4:30 pm EST to 400+ subscribers. Details top global
brand engagements, chatter and issues.
Executive Report: sent out by 8:30 am EST to executive leadership detailing trending global issues in major and
emerging markets – focus on China and India.
WORKFLOW, RECIPROCAL REPORTING, RESPONSIBILITIES AND EXPECTATIONS
HOW THE TEAM INTERACTS
Reciprocal Reporting: Markets determine brand health, discover issues, call-out net sentiment changes, identify most valuable posts, benchmark competitors and recognize top influencers.
Join us next week for…
11/26 Reengineering for the Age of Social Selling: Structuring the Modern Sales Team
http://socialmediatoday.com/social-sales-team-webinar
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