Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG
-
Upload
internet-world -
Category
Technology
-
view
154 -
download
0
description
Transcript of Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG
![Page 1: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/1.jpg)
© 2013 TBG© 2013 TBG
Real Time – All The Time How can I get the greatest value from my investment in Social Media?
Karl Havard (@KarlHavard)
Client Strategy DirectorTBG
![Page 2: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/2.jpg)
© 2013 TBG
© 2013 TBG
What is Real-Time?
Or a well timed tweet!
![Page 3: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/3.jpg)
© 2013 TBG
© 2013 TBG
Real-Time
![Page 4: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/4.jpg)
© 2013 TBG
© 2013 TBG
Examples
#WINNING
![Page 5: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/5.jpg)
© 2013 TBG
© 2013 TBG
Common Element
#UNPLANNED
All headline grabbers, with a common ingredient…
![Page 6: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/6.jpg)
© 2013 TBG
© 2013 TBG
Yet…this happened
![Page 7: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/7.jpg)
© 2013 TBG
© 2013 TBG
Did they plan for the unplanned?
#HONEST!
![Page 8: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/8.jpg)
© 2013 TBG
© 2013 TBG
Necessary Ingredients
#RELEVENCE#EXPERTISE
#SPEED
![Page 9: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/9.jpg)
© 2013 TBG
© 2013 TBG
%
#SPEED
Therefore, marketers also need to adopt 2nd screen behaviour
![Page 10: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/10.jpg)
© 2013 TBG
© 2013 TBG
#RELEVANCE
Traditional direct marketing CRM principles still apply…probably even more so.
![Page 11: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/11.jpg)
© 2013 TBG
© 2013 TBG
#EXPERTISESO
CIA
LCREA
TIV
EBRAN
DTEC
HY
SERVING TECHNOLOGY
![Page 12: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/12.jpg)
© 2013 TBG
© 2013 TBG
Example
![Page 13: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/13.jpg)
© 2013 TBG
© 2013 TBG
Example
![Page 14: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/14.jpg)
© 2013 TBG
© 2013 TBG
Example
![Page 15: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/15.jpg)
© 2013 TBG
© 2013 TBG
The gift that keeps giving
![Page 16: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/16.jpg)
© 2013 TBG
© 2013 TBG
The Impact?
#ROI?
![Page 17: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/17.jpg)
© 2013 TBG
© 2013 TBG
The Metrics That Matter
Buzz
Reach
Followers
Fans
Likes
Re-Tweets
Mentions
Click-throughs to place bets;in play betting, and changing odds etc.
![Page 18: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/18.jpg)
© 2013 TBG
© 2013 TBG
Correlation
• Real Time means the “last click” does win…• …because it’s the only click
• However, there may also be a latency effect, due to:• Convenience• Subsequent coverage
![Page 19: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/19.jpg)
© 2013 TBG
© 2013 TBG
Real-Life Results
Website Visits – Exposed RegionMassachusetts on January 1, 2013
Website Visits – Control RegionColorado on January 1, 2013
No lift during game time but clear traffic increase after the game
Post game spikes appear much smaller for control regions
![Page 20: Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG](https://reader036.fdocuments.net/reader036/viewer/2022070304/54c0f9fa4a7959a8138b45a6/html5/thumbnails/20.jpg)
© 2013 TBG© 2013 TBG
Real Time – All The Time How can I get the greatest value from my investment in Social Media?
Karl Havard (@KarlHavard)
Client Strategy DirectorTBG
Thank you!