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now where are the flowers?We built the beehive,

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Jon-Paul Jacques – Executive Creative Director, Blue Hive ShanghaiLizz Linabury – Senior Digital Strategist, Team DetroitScott Mills – Director, Brand Strategy – Digital, Team DetroitStuart O'Neil – Executive Creative Director, Team Detroit

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Achieving Real-time Relevancy:Moving at the speed of you

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Defining Real-time Relevancy

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SXSW // The term “real-time relevancy” may seem like the latest buzzword is marketing bingo, but it’s something that companies are placing a lot of value and weight in, but what is it? What does it mean to you?

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#TDISXSWElements of Relevant Communication

• Have a deep understanding of your brand and your audience

• Create relevant connections with the brand

• Project a consistent expression of the brand

• Evolve the conversation based upon metrics

• Create unexpected moments of connection

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Delivering Value in Real-time

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SXSW // What’s the value or benefit of communicating in real-time? How do you prove this to a company or client who might have apprehensions?

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#TDISXSWMeasuring the Effectiveness of Real-time#AlwaysOn

• Which tools offer the best metrics to help you modify and evolve your communications?

• Can you correlate real-time communications directly to sales?

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Supporting the Real-time Model

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SXSW //

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How are you approaching real-time relevancy?

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#TDISXSWBuilding a New Structure

• You must realign your staff to create deeper collaboration across disciplines, resulting in quicker, targeted communications.

• Choose not to rely on traditional models (e.g. Facebook) – Surprise and Delight your audience with the unexpected

• If you don’t have the answer, connect consumers with an authority who does

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Sharing Real-time Examples

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SXSW // What companies or brands do you think are doing real-time relevancy well?

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#TDISXSWReal-time Examples

• Who were the early adopters of this model?

• How does this model differ across cultures?

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Evolving Real-time Relevancy

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Ford + Vine

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SXSW // What have you learned? What are some of the pitfalls to avoid?

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#TDISXSWLearning by Doing

• What are examples of opportunities you may have missed?

• Know that a plan cannot account for every scenario and continuously reevaluate your efforts

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#TDISXSWThank You.

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