dx3 canada - 5 things you need to know about real-time marketing
Post on 18-Oct-2014
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DESCRIPTION
The slides from my RTM presentation at Dx3 Canada on March 6, 2014.TRANSCRIPT
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5 THINGS ABOUT RTM
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• Introduction
RULES
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• Introduction
RTM THE CRAP OUT OF THIS TALK
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• Introduction
@DOCTORJONES
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• Introduction
@DX3CANADA
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• Introduction
#DX32014
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WHAT IS IT
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IT’S NOT NEW
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TO DIFFERENT PEOPLE
IT MEANS DIFFERENT THINGS
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CAN YOU MARKET IN REAL TIME?
HOW MANY WAYS
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WE’RE ABSOLUTELY CRYSTAL CLEAR
BUT JUST SO
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JUST SO MANY BETTER NAMES
IN REALITY, THERE ARE
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TOPICAL MARKETING
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ZEITGEIST MARKETING
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RELEVANCY MARKETING
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CONVERSATIONAL MARKETING
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ALWAYS-ON MARKETING
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LOOK HOW HIP WE ARE MARKETING
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THIS KIND OF MARKETING
WE’VE DONE BLOGS, VIRAL, FACEBOOK, HASHTAGS, TUMBLRS, PINTEREST AND INSTAGRAM AND NOW WE DO
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REAL-TIME MARKETING
FOR TODAY, WE’LL STICK WITH
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KNOW YOUR BRAND
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SOME REALLY TOUGH QUESTIONS
ASK YOURSELF
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IS IT IN MY DNA? DO I HAVE THE INFRASTRUCTURE? AM I BRAVE ENOUGH, SMART ENOUGH AND DO PEOPLE LIKE ME?
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DOES MY BRAND HAVE PERSONALITY? IS IT IN MY DNA?
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DO I HAVE A SOCIAL PERSONA? IS IT IN MY DNA?
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HAVE I BEEN RELATABLE IN THE PAST? IS IT IN MY DNA?
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CAN I HAVE A HUMAN CONVERSATION? IS IT IN MY DNA?
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AUTHORITY TO MOVE FAST? DO I HAVE THE INFRASTRUCTURE IN PLACE?
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DEDICATED COMMUNITY MANAGERS? DO I HAVE THE INFRASTRUCTURE IN PLACE?
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ART/COPY AT SPEED OF SOCIAL? DO I HAVE THE INFRASTRUCTURE IN PLACE?
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AM I BRAVE ENOUGH, SMART ENOUGH AND DO PEOPLE LIKE ME?
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“As you watch the game and #RTMbowl remember that for almost all brands, participation does not equal relevance. Right time; not real time.”
Ed Lee, Sr. Director Social Media, DDB Canada @edlee
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BRAVERY
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WIT (OR NOT)
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RESTRAINT
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KNOW YOUR AUDIENCE
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ABOUT WHAT PEOPLE WANT
BE REALISTIC
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DOES MY BRAND HAVE AN AUDIENCE? DO THEY WANT THIS CONTENT? WHEN & WHERE & WHY ARE THEY CONNECTING WITH MY BRAND?
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BUILD IT FIRST, BUILD IT RIGHT DO I HAVE AN AUDIENCE?
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STUDY WHAT PEOPLE DO ON SOCIAL
DO THEY WANT THIS CONTENT?
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WHAT ARE THEY SAYING? WHAT DO THEY WANT FROM YOU?
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WHAT ARE THEY SAYING? WHAT DO THEY WANT FROM YOU?
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PREPARE TO FAIL…
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MEASURE WHAT MATTERS
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ABOUT WHAT ACTUALLY MATTERS
BE HONEST WITH YOURSELF
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GOOD = SOCIAL METRICS BETTER = BRAND MEASURES BEST = BUSINESS ACTIONS
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CONTENT PERFORMANCE SOCIAL METRICS
AUDIENCE GROWTH
INTERACTION
REACH
DEMOGRAPHICS
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IMPACT ON BRAND HEALTH BRAND MEASURES
CHANGING THE BRAND VOICE
SENTIMENT
PURCHASE INTENT
SHARE OF VOICE
DEMOGRAPHICS
LOYALTY
NPS
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DRIVING THE BOTTOM LINE BUSINESS ACTIONS
SITE/RETAIL VISITS
CRM/LOYALTY
PURCHASE FUNNEL
COUPONING
SALES
FOCUS GROUPS
BRAND AMBASSADORS
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1. WHAT IS IT?
2. KNOW YOUR BRAND
3. KNOW YOUR AUDIENCE
4. PREPARE TO FAIL
5. MEASURE WHAT MATTERS