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Real-time marketing isn’t magic. Part art, part science, it takes a fine balance of being timely, relevant, and adding value for brands to succeed on social in real time. From major events, to breaking news and pop culture moments, to daily hashtag trends—learn how to take a data-driven approach to capitalize on real time trends for your brand or media company.
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Striking Gold: The Alchemy of Real-Time Marketing
@chriskerns
Available Nov. 4th
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The number of brands participating in RTM is growing like crazy
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but everyone is still trying to figure out
what to do with real-time marketing
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“Twitter is a cocktail party…corporations don’t belong there.” -- John Oliver
Why might RTM work? connection = attention + relevance
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the average American now spends more time on social media than any other online activity
Attention: the right place
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social media trends are dust devils of relevance
Relevance: the right moment
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Real-time marketing allows brands to draft behind trends.
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Brands doing RTM see
double the level of engagement
from those posts
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Good RTM is more than just
clever creative and quick responses.
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To make the most of real-time marketing you need to create
a program not a project.
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The Five Gs of Real-Time Marketing: 1. Goals
2. Groundwork 3. Guardrails 4. Group 5. Game Plan
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1) RTM: Goals
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Set targets for your RTM efforts
1. What are you trying to impact? 2. Build out metrics to measure 3. Set targets 4. Evangelize 5. Rinse and repeat 6. Give yourself some leash
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@KitKat usually sees: 43.5 RTs 43.0 Favorites RTs: +65,464% Favs: + 31,473%
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2) RTM: Groundwork
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Build an architecture for RTM success
1. Executive approval 2. Authority 3. Design your RTM approach 4. Get your tools ready
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“We don’t want to force our way into a conversation, we want it to be natural.” - Josh Martin, Arby’s
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3) RTM: Guardrails
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Key themes for content guardrails
1. Set your limits on topics 2. Understand tone and voice 3. Build a playbook 4. Get legal on board ahead of time
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Lenovo sets up playbooks by region to stay nimble and empower their teams.
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4) RTM: Group
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The components of a good RTM team
1. Creative 2. Copy 3. Social strategy 4. Analytics 5. Program management
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The Spredfast RTM team is a cross-functional team of marketers with day jobs. RTM takes up only a few hours per week and replaces a few other social posts.
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5) RTM: Game Plan
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The components of a good RTM plan
1. Gather data 2. Watch 3. Brainstorm 4. Create & Monitor 5. Analyze
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Your Easy 3 Next Steps
1. Identify your RTM program lead
2. Start the goal conversation
3. Research upcoming events
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For new data-driven RTM research every week: spredfast.com/blog
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