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Real Time Marketing Insights:Walk out ready to Ship Your Pants!

media post brand summit | june 20, 2013

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Have you Shipped Your Pants Today?

http://www.youtube.com/watch?v=I03UmJbK0lA

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agenda

• WTH? | who the heck am i? • Darn It! why didn’t i think of that?

– Real-Time Twitter with Oreo & Tide– Blog Sensation with Dell– YouTube Viral Hits with Kmart– Lessons Learned with Kenneth Cole

• It’s Your Turn– How to deliver real-time marketing– Linking trends

• Truths & Myths of Real-Time Marketing• Q & A |

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WTH? who the heck am i? Adriana Llames Kogelis

“One of the most influential women in business” – Maven Media

• Division Vice President, Mobile & Social Media Marketing, Sears Holdings

• Founding CEO, 32Gratitude, Inc. 10 years• Digital Media & Personal Branding Business• HR In-A-Box Small Business Software

• Published Author, Career Sudoku: 9 Ways to Win the Job Search Game

• Contributing Author, Social@Scale

• Featured Expert on ABC News, WGN News, CNNMoney.com, CBS News.com, Fox Business.com, Yahoo!, HuffingtonPost, Forbes.com

• Bachelor’s Degree in Business Management, Continuing Ed @ HBS

• Vegetarian, Newlywed, Grounded in gratitude for lifeCONFIDENTIAL – do not reproduce without written permission

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Real time marketing is like big data, multifaceted and tricky to define

500 words on this new Real Time marketing thing by midday.

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Oreo Dunks 20K new FB fans

Oreo’s Dark Dunk gets Retweeted 15K times

Oreo’s “You Can Still Dunk In The Dark” Results• 15,000 Retweets• 8,000 new Twitter followers• 20,000 new Facebook Fans• 34,000 new Instagram followers (from 2K to 36K)

How They Did It• Real-time command center during Super Bowl• Built off Oreo’s 100th Anniversary campaign engagement• 5 agencies, the brand and marketing leadership on-site

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Tide cleans up on Twitter during blackout

Tide gets 2,300 Facebook likes for blackout post

Tide’s “We can’t get your blackout, But we can get your stains out” results:• 2,300 Facebook likes• 1,300 Retweets• Impressive given this was one of the fastest, rapid-

fire social media days ever

How They Did It• Reacted immediately to the Super Bowl event• Engaged fans in the conversation about the game• Developed brand and consumer-relevant content

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Dell Changes Price in 24 Hours

Dell Changes Product Price After Customer Complaints

Real Time Marketing Is Two-Way Communication

• Social Monitoring Revealed Heavy Customer Complaints

re: product pricing

• Within 24 Hours:• Dell Changed the Price• Posted a Blog re: new price• Communicated with those that complained

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Kmart Ships Its Pants

Kmart’s Ship My Pants delivers more media value than a Super Bowl Commercial!

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How We Did It• Real-time customer sentiment analysis during first 72 hrs• Utilized 2 systems & human analysis to measure sentiment• Brand, Creative & Marketing leadership online for launch• Highly targeted social ad buys to defined targeted audience

Kmart’s #ShipMyPants Results• 20MM+ Video Views• $3.8MM media value (more than Super Bowl

Commercial) • Double digit increase in Kmart Facebook NPS• 135% increase in Kmart social conversations• Top 10 YouTube Video & YouTube People’s Choice Award

http://www.youtube.com/watch?v=I03UmJbK0lA

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Kmart Does It Again!

Kmart’s Second Top 10 YouTube Hit: #BigGasSavings

CONFIDENTIAL – do not reproduce without written permission

How We Did It• Leveraged engagement from #ShipMyPants campaign• Executed elements of success from SMP plan• Real-time customer sentiment analysis during first 72 hrs• Brand, Creative & Marketing leadership online for go/no

go• Targeted ad buys to reach defined, relevant audience

Kmart’s #ShipMyPants Results• 20MM+ Video Views• $3.8MM media value (more than Super Bowl

Commercial) • 10% increase in Kmart Facebook NPS• 135% increase in Kmart social conversations• Top 10 YouTube Video & YouTube People’s Choice Award

http://www.youtube.com/watch?v=m1yir-p68xM

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Kenneth Cole Learns a Real Time Lesson

Kenneth Cole capitalizes on Egyptian uproar

Kenneth Cole Tweet capitalizing on protests in Egypt angered millions. (it included a link to the KC website)

Real-time marketing is great, when done at the appropriate time, in context and with the right mix of content.

Net/Net: Think First.

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Done right, real time marketing allows marketers to whisper their messages

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It’s Your Turn: Delivering Real Time Marketing

• Focus on social data: Engage social media monitoring results to inform marketing decisions

• Use analytics to quickly meet customer needs: H&R Block analyzes how customers talk about their taxes and builds content on the fly

• Mix real-time content with pre-planned content: At 2013 Int’l CES, Sprint used pre-planned content and content created on the fly as the event was happening.

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It’s Your Turn: Delivering Real Time Marketing

• Execute real-time ad campaign balancing: Using insights from online conversations about ad campaigns, make on-the-fly changes to media mix or creative

• Real-time content marketing: Leverage information from social analytics to quickly develop digital content that meets an immediate marketing need

• Extensive preparation: Both Kmart and Oreo had built-our processes that they already knew how to operate. @Oreo, agencies knew how to work together and in both Kmart and Oreo cases, they knew how to amplify the viral success when it began.

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Social-mobile TV is often real-time TV and it’s also multitasking TV

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Linked Trends: Social-Mobile users want TV to be real time

Mobile-first strategy will be the best bet for social marketing – at least when a brand wants to communicate in real time

35%Interested in real-time games and challenges with TV shows

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Real Time Marketing: Truths & Myths

• Truth: There is a difference between being prepared and being planned. Prepared is people/assets/tech – planned is canned.

• Truth: There will be more strikeouts than homeruns. The key is ongoing creative development rather than looking for the ‘big’ moment.

• Truth: Real-time and branding can co-exist. Communicating brand attributes in quick-fire creative is difficult but not impossible

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Real Time Marketing: Truths & Myths

• Myth: Being first is most important. It’s less about who’s first and more about relevancy.

• Myth: It’s only about the big event. It’s just as, if not more, important to have an ongoing real time marketing strategy (for when the big moment arrives)

• Truth: Real-time is just for social media. Consumer behavior changes are outside just FB & Tw as we saw with Kmart which included TV.

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One takeaway: What real time means for advertisers

Advertisers cannot plan for a real dialogue with your

audience