SMX Milano 2015 - Real time marketing (moments)/ English
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Transcript of SMX Milano 2015 - Real time marketing (moments)/ English
No unique defini9on of Real Time Marke9ng
No agreed opinion if it’s a strategic or tac9c ac9vity
No unique metric to measure the return
Not even the gurus agreed on the defini9on
To define Real Time Marke0ng
To me:
RTM is the strategic management of the Social Media Stream
Each touch point, each topic is in RTM mode if part of the strategic decision to engage audience
A par9cipa9ng audience is always Real Time
To define Real Time Marke0ng
When Marc Marquez thanked his fans on the Facebook page for suppor9ng him against Rossi, he should have thought about poten9al backfire.
He didn’t and in 13 hours received 62.000 insul9ng comments. No one was modera9ng the page.
To define Real Time Marke0ng
A strategic ac9vity calls for a consistent opera9ng plan in place based on five steps
1. A proprietary defini9on of RTM
2. A defini9on of roles and procedures clear to everybody
3. A defini9on of relevant topics
4. An on going web and social media monitoring
5. Execu9on
No improvisa0on
A strategic ac9vity calls for a consistent opera9ng plan in place based on five steps
1. A proprietary defini9on of RTM:
• which is our market? • which is the posi9oning? • which is the social media presence? • and the website?
(If handling everything as absolute beginners, beZer stay out of RTM)
No improvisa0on
A strategic ac9vity calls for a consistent opera9ng plan in place based on five steps
2. A defini9on of roles and procedures clear to everybody
• who’s the owner of digital communica9on? • who’s the decision maker? • is the legal office involved? • do we have a social media policy?
(Look all trite ques9ons. They are not)
No improvisa0on
A strategic ac9vity calls for a consistent opera9ng plan in place based on five steps
3. A defini9on of relevant topics
• have you performed an assessment on brands and products?
• what about a swot on the communica9on? • which is the defined playground of the brand?
(The Apollo temple in Delfi had this inscrip9on: Know yourself)
No improvisa0on
A strategic ac9vity calls for a consistent opera9ng plan in place based on five steps
4. An on going web and social media monitoring
• social media are great, anyway forums are the place where find hidden treasures
• to listen consistently to establish a common seman9c ground with our own audience
• to be inspired by UG contribu9on
(It’s easier to see others’ small issue than our own huge mess)
No improvisa0on
A strategic ac9vity calls for a consistent opera9ng plan in place based on five steps
5. Execu9on
• 9ming is everything • being consistent with brand image • being • always displaying a product image is key
(Jumping in a RTM moment without a strategy may generate strong backfires)
No improvisa0on
Moments before detona0on
Handling an RTM is a rather unpredictable ac9vity
Which is the audience of an RTM?
Moments before detona0on
It could be many audiences or it could be none…
BTW, if I have to explain an RTM , maybe the execu9on was poor.
Moments before detona0on
Primary Audience
The audience linked to the brand/product
Secondary Audience
The audience linked to the event
Generic Audience
The audience linked to individuals of the
Primary and Secondary audiences
Strong A
udience W
eak Audience
Moments before detona0on
Primary Audience Secondary Audience Generic Audience
Weak threat
Strong threat
Strong A
udience W
eak Audience
RTM ac0vi0es are at risk of clu?er.
A flawless and unique execu0on is crucial to achieve top visibility.
More, jumping on the bandwagon for the sake of it may turn to be a real issue.
How’s possible that brands and products of the most different markets may get advantage of the same RTM moment?
Clearly most of them are out of their playground
Take your 0me
RTM is everything about interac0ng in real 0me
RTM is far more than a joke
RTM is a strategic ac0vity
RTM calls for discipline
Wrap up
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