Clarifying the Hype and Role

of Real-Time MarketingJuly 2013

Today’s Takeaways

What is Real-time Marketing?

Why Should I Care?

When Do I Need It?

1

2

3

It all started in the dark.

One little cookie changed marketing.

With a simple branded message

Several Brands Did the Same Thing.

“#WATERGATE”

“Not every brand can have a team on standby for every major event, and it isn’t clear that these kinds of marketing coups have any major impact on sales.”

- Jared Keller

Bloomberg BusinessWeek

And the Oscar for Forcing Relevancy Goes to…

THINKBEYONDPHOTOSHOP

The Mechanics

Social Media Monitoring

Traditional Media Monitoring

Media Relationships

Creative Talent

Influencer Relationships

Knowing Your Brand

Real-TimeMarketing

Newsjacking

YourBrand

“The real-time Web has opened an opportunity for anybody to inject ideas into a breaking news story and generate tons of media coverage.”- David Meerman Scott

Author

Oakley garnered $41 million in equivalent advertising time“Oakley and the Chilean Miners – Publicity Goldmine” Love Hate Advertising. October 22, 2010.

The mechanics of Real-Time Marketing are quite similar to what’s needed to Newsjack a story.

Smart Real-Time uses both to provide value to a brand.

“How to Newsjack Your Way into the Media.” Excerpt provided by Hubspot. David Meerman Scott.

“The Real-Time Marketing Drum Beat Gets Louder, as Agencies, and Brands Sing On” eMarketer. May 7, 2013.

The positive impact of Real-Time Marketing is Real.

Being in the Moment

On November 1 the Mayor Newark Cory Booker tweeted to one of his city’s residents who was “running out of hotpockets”

Hot Pockets responds with letter and 100s of coupons for free product for Newark residents.

Tweets: 3,022Reach: 22 million

Total reach: 211.2 million

Twitter• 3,022 tweets• 22 million reach

Online• 51 articles• 187.4 million reach

Broadcast• 13 shows• 1.8 million reach

When does it make sense?

Pay attention during major national news stories

Be present during events the brand is actively participating in

Make sure the response is Brand Relevant and not just noise.

Measuring Results

Social Engagement Story Placement Positive Share of Voice Positive News Coverage

And Sales..?

One isolated success. Not going to move the

needle.

Campaign driven or several newsworthy successes moves the

needle

thank you

Chris Baccus. GolinHarris. Executive Direct Digital