Clarifying the Hype and Role of Real-Time Marketing July 2013
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Clarifying the Hype and Role ���of Real-Time Marketing
July 2013
Today’s Takeaways
What is Real-time Marketing?
Why Should I Care?
When Do I Need It?
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It all started in the dark.
One little cookie changed marketing.
With a simple branded message
Several Brands Did the Same Thing.
“#WATERGATE”
“Not every brand can have a team on standby for every major event, and it isn’t clear that these kinds of marketing coups have any major impact on sales.” - Jared Keller Bloomberg BusinessWeek
And the Oscar for Forcing Relevancy Goes to…
THINK BEYOND PHOTOSHOP
The Mechanics
Social Media Monitoring
Traditional Media Monitoring
Media Relationships
Creative Talent
Influencer Relationships
Knowing Your Brand
“The real-time Web has opened an opportunity for anybody to inject ideas into a breaking news story and generate tons of media coverage.”
- David Meerman Scott Author
Real-Time Marketing Newsjacking
Your Brand
Oakley garnered $41 million ���in equivalent advertising time
“Oakley and the Chilean Miners – Publicity Goldmine” Love Hate AdverEsing. October 22, 2010.
The mechanics of Real-Time Marketing are quite similar to what’s needed to Newsjack a story. Smart Real-Time uses both to provide value to a brand.
“How to Newsjack Your Way into the Media.” Excerpt provided by Hubspot. David Meerman ScoR.
“The Real-‐Time MarkeEng Drum Beat Gets Louder, as Agencies, and Brands Sing On” eMarketer. May 7, 2013.
The positive impact ���of Real-Time Marketing ���is Real.
Being in the Moment
On November 1 the Mayor Newark Cory Booker tweeted to one of his city’s residents who was “running out of hotpockets”
Hot Pockets responds with leRer and 100s of coupons for free product for Newark residents.
Tweets: 3,022 Reach: 22 million
Total reach: 211.2 million
Twitter • 3,022 tweets • 22 million reach Online • 51 articles • 187.4 million reach
Broadcast • 13 shows • 1.8 million reach
When does it make sense?
Pay attention during major national news stories Be present during events the brand is actively participating in Make sure the response is Brand Relevant ���and not just noise.
Measuring Results
ü Social Engagement ü Story Placement
ü Positive Share of Voice
ü Positive News Coverage
And Sales..?
One isolated success. ���Not going to move the needle.
Campaign driven or several ���newsworthy successes moves the needle
thank you
Chris Baccus. GolinHarris. Executive Direct Digital Presentation: http://www.slideshare.net/cbaccus
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