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the secrets, pitfalls, myths and tools of real-time marketing Wednesday, 13 November 13
61

In The Moment - The Art of Campaigning in Real-Time

Sep 16, 2014

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Marketing

Why should it take 9 months to make an advertisement that only lasts for 30 seconds? The output of the advertising sector is remarkably small. Each year, the average advertising bureau doesn’t even produce enough text and photos to fill a single newspaper or TV program. And this in an age when advertising is only as valuable as the public it reaches, the attention it attracts and the connections it creates.

#inthemoment is a book that introduces you to the secrets of real-time content. Analyzing, planning, creating and spreading content in real-time generates a greater dynamic. You adjust better and you learn as you go.

Check out The Upside on www.ontheupside.net
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Page 1: In The Moment - The Art of Campaigning in Real-Time

the secrets, pitfalls, myths and toolsof real-time marketing

Wednesday, 13 November 13

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prolific*

1

*producing many worksWednesday, 13 November 13

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For messages to be heard in 2020, brands will need to

create an enormous amount of useful, appealing, and

timely content.

- Harvard Business Review

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So let’s talk about quantity

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So let’s talk about quantity

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waiting for a client brief...Wednesday, 13 November 13

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official brief from the clientWednesday, 13 November 13

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all-team agency briefingWednesday, 13 November 13

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heavy strategic thinkingWednesday, 13 November 13

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brainstorms & idea development with creative teams

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pitching ideas to creative directorWednesday, 13 November 13

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first presentation backto the client

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more brainstorms andinternal presentations

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second presentation backto the client

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briefing and selectingproduction company

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pre-production meetingsWednesday, 13 November 13

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presentation of finalcreative to client

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creative is published viapre-determined media space

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job done.waiting for the next brief...

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more is not better

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let’s not pollute the internet

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There will be billions of interaction points that will

place enormous demands on brands to create and deliver

just the right piece of content.

- McKinsey

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finding balance between creating too little stuff and

creating too much stuff

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creating enough relevant stuff to reach

fragmenting audiences

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what’s your publishing purpose?

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from telling one big story, once a year

to telling multiple stories across the year

and ensuring all of these individual stories add up

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In search of new content production models

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audience-centric

2

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Understanding the audience of your live campaign

“In the future, maybe half of our efforts will take place after a campaign starts.”

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Real-time loyaltyReal-time is not just about campaigns, but also about loyalty, CRM and mobile strategies

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agile

3

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4. 2.

3.

Creative/editorial

Production

Distribution

1.Planning

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talk value

vs.

production value

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the real value of a piece of content is the interaction /

connection it can bring about

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1 bathroom1 actor

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1 bathroom1 actor

and a lot of propsWednesday, 13 November 13

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1 tweet

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Agility comes in handy in times of crisis

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Agility comes in handy in times of crisis

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Agility comes in handy in times of crisis

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Agility?But what about this then?

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high end

vs

high speed

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heavyweight

vs

lightweight

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“Many, lightweight interactions over time is how we’re wired to build deep, emotional connections. Therefore, our marketing

plans should be built around this insight.”

- Paul Adams, Head of Brand Design at Facebook

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“The majority of effort and spend will be supporting an always-on strategy based on many, lightweight interactions over time to build

deep relationships and loyalty.

A minority of effort and spend will be supporting a small number of heavyweight interactions with true fans to achieve specific goals

(mostly around driving awareness of new things)”

- Paul Adams, Head of Brand Design at Facebook

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In this sea of real-time content, does your brand message consistently rise to the top?

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to

The big shifts ofreal-time marketing

production value

generic

originality

messaging

made-up life

sought creativity

inventing from scratch

research

talk value

niche & personal

engagement

conversation

real-life

found creativity

hijacking

real-time data

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Real-time organization

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Embrace the game.There are no set rules.

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but nobody saying it’s easy....

But nobody is sayingit’s easy...

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#inthemoment@tomhimpe

@theupsideuk

Wednesday, 13 November 13