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Transcript of 1.13.15
Real-Time Marketing Is So Last
Year: Getting Ahead of Your
Real-Time Data
#SMTLive
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Our Speakers
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
Drew Neisser is the founder of Renegade, the NYC-based social/marketing agency. He is the champion of Marketing as Service, a philosophy he espouses in his writings on FastCompany.com, PSFK, Social Media Today and TheDrewBlogamong others. Drew has spoken at numerous industry events and is frequently quoted in the press including appearances on Nightline and ABC World News Tonight. He currently serves on the Board of Directors of the Urban Green Council and Duke NY. Feel free to ask Drew about his obsession with Ben Franklin. @drewneisser
Dipayan Gupta leads the social media team at New York Life, where he is responsible for translating 170 years of brand equity to new and emerging platforms. He also works closely with the company's 12,000 agents to #KeepGoodGoing. He holds an M.A. from New York University in Journalism, and a B.A. from Amherst College in Political Science. Dipayan spent his childhood in New Delhi and Toronto, and currently lives in Brooklyn, NY. @piron
Janelle Johnson is responsible for everything from email marketing, webinars and content creation to lead generation and nurturing. She is a key player in the development of all processes for lead and pipeline cultivation and maturation, and driving tight alignment between the sales and marketing teams. Janelle has been named to SLMA’s “20 Women to Watch” list as well as the “50 Most Influential People in Sales Lead Management.” @janelle_johnson
Perspective on Real-Time MarketingDrew Neisser
Founder & CEO, Renegade LLC
January 16, 2015
5
@DrewNeisser Renegade.com
RTM Success is the Exception
6
@DrewNeisser Renegade.com
RTM: Prepare to Be Spontaneous
R = Relevance
T = Teamwork
M = eMotion
7
IMPROVING CONVERSIONS:Testing & Optimization
A/B Testing
For 2 years running, A/B testing is the most used
method for improving conversion.
- Econsultancy
What to Test
Content Structure Design
Subject Line
Headline
Button Copy
Offers
Copy Length
Placement
Number of Form Fields
Mobile-Friendly
/Responsive
Layout
Colors
Images
HTML vs Text
SEO Audit Email Testing
Layout 1 Layout 2 (3 subject lines)
SEO Audit Email Testing
Control Offer Test
Real time marketing
Dipayan Gupta
Head of social media marketing & strategy
New York Life is social
#1 #2 #2 #4 #4
+184,000 followers
+599,900 fans
+11,300,000 views
+113,500 connections
+63,500 followers
Current metrics
Ranking among peers
We rank #1 in the insurance
industry (including P&C) on Twitter
Educate and empower
Build lasting, emotional connections
Become a smarter business
Why Sports
94% Livevs 60-80% of Primetime
• Consumers are passionate & attentive
• Unpredictable outcomes lead to “must see” moments that generate social currency and conversation
• Typically higher rated than average programming on a given network
Real time marketing
Celebrating Good
• Launch the Celebrating
Good hub around
Mother’s Day
• Invite consumers to
submit a photo or a
tweet celebrating their
mom
• Select the best
submissions to power a
unique unit that
continuously tallies and
cycles through UGC
Social + Digital
200+ Million impressions 5/5 – 5/18 including Yahoo! & Aol Homepage takeovers on Mother’s Day
#KeepGoodGoing
#SMTLive
Our Speakers
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
Drew Neisser is the founder of Renegade, the NYC-based social/marketing agency. He is the champion of Marketing as Service, a philosophy he espouses in his writings on FastCompany.com, PSFK, Social Media Today and TheDrewBlogamong others. Drew has spoken at numerous industry events and is frequently quoted in the press including appearances on Nightline and ABC World News Tonight. He currently serves on the Board of Directors of the Urban Green Council and Duke NY. Feel free to ask Drew about his obsession with Ben Franklin. @drewneisser
Dipayan Gupta leads the social media team at New York Life, where he is responsible for translating 170 years of brand equity to new and emerging platforms. He also works closely with the company's 12,000 agents to #KeepGoodGoing. He holds an M.A. from New York University in Journalism, and a B.A. from Amherst College in Political Science. Dipayan spent his childhood in New Delhi and Toronto, and currently lives in Brooklyn, NY. @piron
Janelle Johnson is responsible for everything from email marketing, webinars and content creation to lead generation and nurturing. She is a key player in the development of all processes for lead and pipeline cultivation and maturation, and driving tight alignment between the sales and marketing teams. Janelle has been named to SLMA’s “20 Women to Watch” list as well as the “50 Most Influential People in Sales Lead Management.” @janelle_johnson
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