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Real Time… Leveraging the “Now” #SMWCPH – 21/02/2014
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Gus Murray Nordic Director of Social Media
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Me…
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Some of our social clients:
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Design Search Data
This week you’ve been spoiled…
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What is Real Time Marketing?
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"Real-time marketing offers the potential for massive reach and amazing engagement without the capital cost association of marketing campaigns,"
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Real-time marketing isn’t new. It’s about recognizing an opportunity and responding to it.
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We have two challenges:
+ Time Attention
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6.5 seconds
On average consumers only engage with brands for
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Social Search
Search (Intent)
News Feeds
(Discovery)
Our aim:
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PAID
EARNED
OWNED
Our World:
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You amuse and surprise me.
Entertain You offer tools that help me.
Utility
You enlighten and inform
me.
Inform
You appreciate me and my
contribution.
Recognize
You give me value adding
benefits.
Reward
Our customers world:
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Today audiences are turning to multiple channels for news and they’re receiving a massive amount of information from each one.
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1.600 per
minute
10 per second
“We are ok”
Peak volume of tweets with the hashtag #hurricanesandy.
Number of pictures with the tag #sandy uploaded to Instagram in peak hours.
The most shared term on Facebook 31. October 2012.
#hurricanesandy
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Real-Time, Adaptive, Anticipative…
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Right Message
Right Audience
Right Time
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Digital marketing
Timely content yields increased engagement
Engagement
Tim
elin
ess
Planned marketing
TV
Billboard Print ad
Real-time marketing
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Real-time marketing is not a new concept. It’s about about recognizing an opportunity and responding to it.
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REAL-TIME MARKETING
Creative content
development Trigger
Promotion & engagement
Media purchase
Measurement & analytics
#SMWDLBi
Today:
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6 Trigger Types
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Planned
Reactive
Unplanned
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Proactive
Location -Based
Predictive Analytics
Brand Event
Anticipated Event
Brand/ Customer
Interaction News/ Crisis/ Politics
@ideasoutloud
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#1 Breaking News - Reactive & Unplanned
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Politics
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Crisis
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Cause
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#fail
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#2 Brand / Customer Interaction
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Customer
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Brand Brand On Brand
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Brand Brand on Brand
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Brand Customer
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Sochi Problems
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Solution #1
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Solution #2
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#3 Anticipated Events
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Brand Super Bowl
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Super Bowl
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Super Bowl
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Emmy’s
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Oscars
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#4 Predictive Event
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Days to Celebrate
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Holidays
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National Days
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Special
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Online- Offline
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#5 Brand Events
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#NYFW
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Small Biz Sat
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Event XMAS
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#TripleE
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#TripleE
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#6 Location Based
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Partners
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Charity
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Real Time Media Buys
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Dark posting?
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A more effective delivery mechanism.
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Newsfeed Fatigue
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Interest
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Weather
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Inventory
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Competitor Ads
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Web Traffic
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Foot Traffic
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Engaged last
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SOCIAL AS A SERVICE
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In closing
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REAL-TIME MARKETING
Creative content
development Trigger
Promotion & engagement
Media purchase
Measurement & analytics
#SMWDLBi
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• Click distribution research from GroupM UK & Nielsen in eConsultancy:
http://econsultancy.com/dk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic
Four rules of Real Time
Valuable Shareable
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Of Interest
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Remember: We want to look for the best opportunity. We’re not looking for all of the opportunities.
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Thank you