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

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

Wednesday, 13 November 13


prolific*

1

*producing many worksWednesday, 13 November 13

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

create an enormous amount of useful, appealing, and

timely content.

- Harvard Business Review


So let’s talk about quantity


So let’s talk about quantity








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

official brief from the clientWednesday, 13 November 13

all-team agency briefingWednesday, 13 November 13

heavy strategic thinkingWednesday, 13 November 13

brainstorms & idea development with creative teams


pitching ideas to creative directorWednesday, 13 November 13

first presentation backto the client


more brainstorms andinternal presentations


second presentation backto the client


briefing and selectingproduction company


pre-production meetingsWednesday, 13 November 13

presentation of finalcreative to client


creative is published viapre-determined media space


job done.waiting for the next brief...


more is not better


let’s not pollute the internet


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


finding balance between creating too little stuff and

creating too much stuff


creating enough relevant stuff to reach

fragmenting audiences


what’s your publishing purpose?


from telling one big story, once a year

to telling multiple stories across the year

and ensuring all of these individual stories add up


In search of new content production models


audience-centric

2




http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=EnsUz4nUTn_AHM&tbnid=TB8UE-BdXz7mbM:&ved=0CAUQjRw&url=http://www.theverge.com/2012/8/27/3272314/facebook-cnn-election-insights-real-time&ei=thmhUemIH4PN0QX-woDoDg&bvm=bv.47008514,d.d2k&psig=AFQjCNF3FIlz46d-OusW2ZvWL8-TzEl2Pw&ust=1369598762881218



Understanding the audience of your live campaign

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


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


agile

3


4. 2.

3.

Creative/editorial

Production

Distribution

1.Planning


talk value

vs.

production value


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

connection it can bring about


1 bathroom1 actor


1 bathroom1 actor

and a lot of propsWednesday, 13 November 13

1 tweet


Agility comes in handy in times of crisis






Agility?But what about this then?


high end

vs

high speed


heavyweight

vs

lightweight


“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


“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


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


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


Real-time organization



http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=aKfhYmXv-BIVOM&tbnid=INtJZvuMlwYENM:&ved=0CAUQjRw&url=http://www.scribewise.com/blog/bid/223625/Marketing-Like-A-Newsroom&ei=yHKiUa6hHqqO0AX62YGgDw&bvm=bv.47008514,d.d2k&psig=AFQjCNHxj1vRrWIPeKX7HvUkK3WBFT1Nvw&ust=1369687104567496















































































































Embrace the game.There are no set rules.


but nobody saying it’s easy....

But nobody is sayingit’s easy...


#inthemoment@tomhimpe

@theupsideuk
