© 2013 TBG© 2013 TBG

Real Time – All The Time How can I get the greatest value from my investment in Social Media?

Karl Havard (@KarlHavard)

Client Strategy DirectorTBG

© 2013 TBG

© 2013 TBG

What is Real-Time?

Or a well timed tweet!

© 2013 TBG

© 2013 TBG

Real-Time

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© 2013 TBG

Examples

#WINNING

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© 2013 TBG

Common Element

#UNPLANNED

All headline grabbers, with a common ingredient…

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© 2013 TBG

Yet…this happened

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© 2013 TBG

Did they plan for the unplanned?

#HONEST!

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© 2013 TBG

Necessary Ingredients

#RELEVENCE#EXPERTISE

#SPEED

© 2013 TBG

© 2013 TBG

%

#SPEED

Therefore, marketers also need to adopt 2nd screen behaviour

© 2013 TBG

© 2013 TBG

#RELEVANCE

Traditional direct marketing CRM principles still apply…probably even more so.

© 2013 TBG

© 2013 TBG

#EXPERTISESO

CIA

LCREA

TIV

EBRAN

DTEC

HY

SERVING TECHNOLOGY

© 2013 TBG

© 2013 TBG

Example

© 2013 TBG

© 2013 TBG

Example

© 2013 TBG

© 2013 TBG

Example

© 2013 TBG

© 2013 TBG

The gift that keeps giving

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© 2013 TBG

The Impact?

#ROI?

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© 2013 TBG

The Metrics That Matter

Buzz

Reach

Followers

Fans

Likes

Re-Tweets

Mentions

Click-throughs to place bets;in play betting, and changing odds etc.

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© 2013 TBG

Correlation

• Real Time means the “last click” does win…• …because it’s the only click

• However, there may also be a latency effect, due to:• Convenience• Subsequent coverage

© 2013 TBG

© 2013 TBG

Real-Life Results

Website Visits – Exposed RegionMassachusetts on January 1, 2013

Website Visits – Control RegionColorado on January 1, 2013

No lift during game time but clear traffic increase after the game

Post game spikes appear much smaller for control regions

© 2013 TBG© 2013 TBG

Real Time – All The Time How can I get the greatest value from my investment in Social Media?

Karl Havard (@KarlHavard)

Client Strategy DirectorTBG

Thank you!