Transform Events into Meaningful Experiences: Lessons in Real-Time Marketing

#SMTLive

Thanks to Our Sponsor

@Spredfast

#SMTLive

Submit your questions in the GotoWebinarPresentation window

Follow along and

share your thoughts

on Twitter at

#SMTLive

Join the Conversation…

#SMTLive

Our Speakers

#SMTLive

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @pauldunay

Gregory Weiss, As Vice President/Business Leader of Social Media MasterCard’s US Marketing team, Gregg leads consumer & brand engagement across MasterCard’s social media presence. Before joining MasterCard, Gregg was AVP of Social Media at New York Life Insurance Company, where he created and led a social media program recognized across the life insurance vertical as a leading program. Prior to joining New York Life, Gregg was at American Express for 6 years as Director of Innovation & Social Media and Director of Online Acquisition. Gregg previously held roles at JWT, Bernard Hodes Advertising, Mercer Consulting, and the Washington. @greggweiss

Adam Buchanan has been managing social media marketing strategies for outdoor companies for the last 9 years.  He has been with Cabela’s for 1 year and manages social strategy where he focuses on customer service, content marketing, employee advocacy, and social presence at retail. He lives in Denver with his wife, 3 kids, and 2 beehives. @adam_buchanan

Amber Quist has spent the past eleven years building global, relevant brands through unique storytelling and progressive digital and social strategies. As Vice President of Brand Marketing at Spredfast, she is responsible for leading corporate marketing  and brand communications. Prior to joining Spredfast, Amber led the campaign and demand generation team at Bazaarvoice, where she was influential in growing the company’s brand from an early stage startup to a successful public company. Before Bazaarvoice, Amber lead marketing for Nike’s Asia Pacific and Travel Retail Divisions in the Vision, Timing, and Technology Group. @amberquist

Real-Time Marketing

#SMTLive

Everyone has an opinion about RTM

#SMTLive

Boost in engagement for real-time branded content

(Spredfast Internal Study)

650%Boost in favorites per

follower vs. all of brands Tweets in May (Spredfast Internal Study)

188%Boost in Retweets vs. Denny’s 2014 Avg.

(Spredfast Internal Study)

1,163%

Relevant Brands Win

This Tweet from McDonalds’ Uruguay account generated over 77,000 Retweets.

They usually see between 2-3 Retweets on their normal social content.

That’s a 2.78 million% increase in engagement.

Yes, million.

The Bite + McDonald’s

Ten different brands that jumped in on the “bite” conversation, from Trident to Snickers to J.C. Penney.

Huge performance increases for all ten brands.

This stuff works.

The Bite RTM Brand Analysis

RESULTS

125 million social impressionsat $0.78 CPM, compared to an average $2.66 for banner ads.

Over 2 million impressions on Facebook and over 30,000 Likes.

Over 3 million hits of the #LuckyToBe Tumblr.

Indicating strong virality of content, there was a 26% retweet rate of user content.

RESULTS

40.4% increase in conversion.

21% longer time on site.

Almost 5,000 referrals to product pages came from the Gift Guide.

Generated around 2,000,000 social impressions.

Social Media Today WebinarReal-Time Marketing and User Generated Content

#SMTLive

Cabela’s

Social Media Manager

@Adam_Buchanan

Content Truth

#SMTLive

There’s a good chance your customer’s content is better than yours.

Pass them the microphone.

Customer Microphone

• User generated contests are key to success. • Effective 1:1

connection with customers.• When you share

customer content, it’s contagious.

Keep Legal Happy

• Ask permission and follow through.• Be prompt in

communications. • Continue

conversation on email with customer.

Let’s Do Cool Stuff

Megaphone>Microphone

• Display photos at retail. • Humanize

retail experience. • The ultimate

digital brag board.

Let’s put the social back in social media!

#SMTLive@greggweiss

3 things that matter…

#SMTLive@greggweiss

1) ALL time is “real.” Real-Time Marketing is appropriate time marketing.

2) Everything ladders back to a business metric (but nobody is jumping off their sofas and running to the mall to buy your product because of a tweet).

3) The real power of social media is being social.

…But there’s a 4th thing that REALLY matters!

#SMTLive@greggweiss

Your customers are your very best marketers!

1) All time is “real.” Real-Time Marketing is appropriate time marketing.2) Everything ladders back to a business metric (but nobody is jumping off their sofas and running to the mall to buy your because of a tweet). 3) The real power of social media is being social. 4) Nothing matters more than your customers.

The evolution expansion of Priceless

#SMTLive@greggweiss

Priceless Moments: 1997

Priceless Experiences: 2011

Priceless Surprises: 2014

3 Types of Priceless Surprises

MasterCard Surprising

Cardholders

CardholdersSurprising

Cardholders

PartnersSurprising

Cardholders

#SMTLive@greggweiss

60,927 Cardholders surprised (so far) this year!

#SMTLive@greggweiss

Our Speakers

#SMTLive

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @pauldunay

Gregory Weiss, As Vice President/Business Leader of Social Media MasterCard’s US Marketing team, Gregg leads consumer & brand engagement across MasterCard’s social media presence. Before joining MasterCard, Gregg was AVP of Social Media at New York Life Insurance Company, where he created and led a social media program recognized across the life insurance vertical as a leading program. Prior to joining New York Life, Gregg was at American Express for 6 years as Director of Innovation & Social Media and Director of Online Acquisition. Gregg previously held roles at JWT, Bernard Hodes Advertising, Mercer Consulting, and the Washington. @greggweiss

Adam Buchanan has been managing social media marketing strategies for outdoor companies for the last 9 years.  He has been with Cabela’s for 1 year and manages social strategy where he focuses on customer service, content marketing, employee advocacy, and social presence at retail. He lives in Denver with his wife, 3 kids, and 2 beehives. @adam_buchanan

Amber Quist has spent the past eleven years building global, relevant brands through unique storytelling and progressive digital and social strategies. As Vice President of Brand Marketing at Spredfast, she is responsible for leading corporate marketing  and brand communications. Prior to joining Spredfast, Amber led the campaign and demand generation team at Bazaarvoice, where she was influential in growing the company’s brand from an early stage startup to a successful public company. Before Bazaarvoice, Amber lead marketing for Nike’s Asia Pacific and Travel Retail Divisions in the Vision, Timing, and Technology Group. @amberquist

Submit your questions in the GotoWebinarPresentation window

Follow along and

share your thoughts

on Twitter at

#SMTLive

Join the Conversation…

#SMTLive

Tweet Now For Your Chance to Win a Free Ticket to The Social Shake-Up!#SMTLive Audience: Tell us why you

want to go to The Social Shake-Up to be entered for a chance to win. Tweet:

“I want to go to #socialshakeup because…”

#SMTLive

Upcoming Webinar

August 12th

Allocating Resources Across the Marketing Mix: Where to

Spend Socially