1. 1. REAL TIMEMARKETING
2. 2. WHO COULD PREDICT THESE EVENTS?
3. 3. OCCUPY WALL STREET
4. 4. JENNIFER LAWRENCE FALL
5. 5. BEITAR OFFICES ON FIRE
6. 6. HERES THE REAL PROBLEM
7. 7. Youve been working on planning your marketing campaigns for theNEXT 6 MONTHS and when you willbe telling your consumers in theFUTURE
8. 8. WHAT YOU HAVE NOT BEEN DOING:1. Whats happening now2. What Interests them3. What do they want and have to sayREAL TIMEYouve missed - MARKETING
9. 9. ONCE UPON A TIME. THIS ISWHAT MARKETING WAS ALLABOUT:
10. 10. 1. One way conversation2. What YOU want your customers to know and hear
11. 11. THE ONLY WAY TO HAVE A TWOWAY CONVERSATION:
12. 12. AND THEN CAME THE WEB 2.0ERA
13. 13. AND THEN CAME THE WEB 2.0 ERA TWO WAY conversation Connecting about whats happening TODAY Connecting about what INTERESTS your consumers andwhat THEY NEED
14. 14. UNITED AIRLINEShttp://www.youtube.com/watch?v=5YGc4zOqozo
15. 15. RESULTS 150,000 views within oneday 5 million views within 2 months Within a week- number 1on iTunes 10 million views within half a year over half a million viewswithin a monthI should have flown with someone else, or gone by car, causeUnited breaks guitars
16. 16. WHAT IF YOU WERE TAYLORGUITARS? http://www.youtube.com/watch?v=n12WFZq2__0
17. 17. WHAT DOES REAL TIME MARKETING MEAN?
18. 18. 1. A.K.A RTM2. conversations with customers and brand advocates in the moment3. Creative is done completely on-the- fly during a news-worthy- event
19. 19. Brands as publishers"Brands as newsrooms
20. 20. RESULTS*GolinHarris study
21. 21. HOW DO YOU DO IT?1. Change your mindset2. Be timely3. Know your audience4. Monitor5. Hijack the news6. Play Nice
22. 22. CHANGE YOUR MINDSET
23. 23. CHANGE YOUR MINDSET ALLOW the use of Social Media at work! (Guidelines but) freedom = CREATIVITY IMPLEMENT RTM across all assets
24. 24. REMEMBER THAT Over 80% of viewerssimultaneously watchTV while on Tablet orPhone creating newopportunities for brandsto engage.
25. 25. REAL TIME MEANS News breaks over MINUTES You have to identify a TREND (Twitter #) Be prepared to change or refine a productbased on CUSTOMERS FEEDBACK
26. 26. http://craplogo.me/
27. 27. BE TIMELY Predict the future (Prom Night isimportant for teens and you!) Stay relevant (Jennifer Lawrence falling-not news today!)
28. 28. BE TIMELY Have a BUDGET to advertise on the fly Keep your CONTENT real time
29. 29. KEEP YOU CONTENT REAL TIME
30. 30. KNOW YOUR CUSTOMER
31. 31. WHY? 1. Youre able to provide more personalizedand relevant marketing content thatstargeted at your clients needs. (know your clients intent based on whatthey have done in the past)
32. 32. WIFI AT TENT CITY
33. 33. WHY? 2. Your marketing will perform much betterif you give your clients what they want andneed, when they need itREMEMBER: Its all about ME and NOTYOUR computer youre trying to sell!
34. 34. Monitor your brand and the news
35. 35. In 2010 Gatorade launched its Mission Control Center. Since then, many brands have created theirown version of the Mission Control Center.
36. 36. TIDES NEWSDESK An accident at theNascar race involvingfuel spilling causedfire. It was tackled by acleanup crew usingboxes of Tide powderdetergent.
37. 37. TIDES NEWSDESK Within 72 hours, the brand had social-media content,including a 15-second ad featuring news coverage of the spill.http://www.youtube.com/watch?v=-1X9UhG2iMs
38. 38. TIDES NEWSDESK It helped Tide reach No. 2 as a Twittertrending topic (#) *4 number of Twitter generate 350 million media impressions
39. 39. FREE MONITORING TOOLS Google Alerts Twitter Search Social Seek Social Mention And more below:http://bit.ly/LHMdcr
40. 40. BECOME THE NEWS OR HIJACKIT
41. 41. OREO SUPERBOWL 34 Minute black out Oreo Tweet: Power out? No Problem! Oreo image with slogan in the Glow indark styleRESULTS: 15,000 RTs Over 20,000 likes on Facebook Posted on blogs the next time with line-Oreo won the Super Bowl Blackout
42. 42. KNOW THE NEWS!
43. 43. ENGAGE- NICELY!
44. 44. First, Laura Ellen tweeted this
45. 45. Then, Kit Katreplied, quiteimpressively
46. 46. But Then, OreoMoved In ForThe Win
47. 47. IN CONCLUSION
48. 48. IN CONCLUSION Real time marketing is for EVERYONE
49. 49. IN CONCLUSION Startups VS. corporates
50. 50. IN CONCLUSION Social Media never SLEEPS