Social Media Week 2014 @DigitasLBi: Real time marketing

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Transcript of Social Media Week 2014 @DigitasLBi: Real time marketing

  • #SMWDLBi @ideasoutloud #SMWDLBi @ideasoutloud

    Real Time Leveraging the Now #SMWCPH 21/02/2014

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    Gus Murray Nordic Director of Social Media

    @ideasoutloud #UltraMarathoner #Australian #ImmigrationNinja #HugosHuman

    Me

  • #SMWDLBi @ideasoutloud

    Some of our social clients:

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    Design Search Data

    This week youve been spoiled

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    What is Real Time Marketing?

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    "Real-time marketing offers the potential for massive reach and amazing engagement without the capital cost association of marketing campaigns,"

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    Real-time marketing isnt new. Its about recognizing an opportunity and responding to it.

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    We have two challenges:

    + Time Attention

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    6.5 seconds

    On average consumers only engage with brands for

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    Social Search

    Search (Intent)

    News Feeds

    (Discovery)

    Our aim:

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    PAID

    EARNED

    OWNED

    Our World:

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    You amuse and surprise me.

    Entertain You offer tools that help me.

    Utility

    You enlighten and inform

    me.

    Inform

    You appreciate me and my

    contribution.

    Recognize

    You give me value adding

    benefits.

    Reward

    Our customers world:

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    Today audiences are turning to multiple channels for news and theyre receiving a massive amount of information from each one.

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    1.600 per

    minute

    10 per second

    We are ok

    Peak volume of tweets with the hashtag #hurricanesandy.

    Number of pictures with the tag #sandy uploaded to Instagram in peak hours.

    The most shared term on Facebook 31. October 2012.

    #hurricanesandy

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    Real-Time, Adaptive, Anticipative

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    Right Message

    Right Audience

    Right Time

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    Digital marketing

    Timely content yields increased engagement

    Engagement

    Tim

    elin

    ess

    Planned marketing

    TV

    Billboard Print ad

    Real-time marketing

    #SMWDLBi

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    Real-time marketing is not a new concept. Its about about recognizing an opportunity and responding to it.

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    REAL-TIME MARKETING

    Creative content

    development Trigger

    Promotion & engagement

    Media purchase

    Measurement & analytics

    #SMWDLBi

    Today:

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    6 Trigger Types

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    Planned

    Reactive

    Unplanned

    #SMWDLBi

    Proactive

    Location -Based

    Predictive Analytics

    Brand Event

    Anticipated Event

    Brand/ Customer

    Interaction News/ Crisis/ Politics

    @ideasoutloud

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    #1 Breaking News - Reactive & Unplanned

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    Politics

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    Crisis

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    Cause

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    #fail

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    #2 Brand / Customer Interaction

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    Customer

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    Brand Brand On Brand

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    Brand Brand on Brand

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    Brand Customer

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    Sochi Problems

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    Solution #1

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    Solution #2

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    #3 Anticipated Events

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    Brand Super Bowl

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    Super Bowl

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    Super Bowl

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    Emmys

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    Oscars

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    #4 Predictive Event

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    Days to Celebrate

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    Holidays

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    National Days

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    Special

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    Online- Offline

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    #5 Brand Events

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    #NYFW

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    Small Biz Sat

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    Event XMAS

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    #TripleE

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    #TripleE

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    #6 Location Based

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    Partners

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    Charity

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    Real Time Media Buys

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    Dark posting?

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    A more effective delivery mechanism.

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    Newsfeed Fatigue

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    Interest

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    Weather

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    Inventory

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    Competitor Ads

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    Web Traffic

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    Foot Traffic

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    Engaged last

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    SOCIAL AS A SERVICE

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    In closing

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    REAL-TIME MARKETING

    Creative content

    development Trigger

    Promotion & engagement

    Media purchase

    Measurement & analytics

    #SMWDLBi

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    75

    Click distribution research from GroupM UK & Nielsen in eConsultancy:

    http://econsultancy.com/dk/blog/10586-ppc-accounts-for-just-6-of-total-search-clicks-infographic

    Four rules of Real Time

    Valuable Shareable

    Thumb Friendly

    Of Interest

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    Remember: We want to look for the best opportunity. Were not looking for all of the opportunities.

  • #SMWDLBi @ideasoutloud

    Thank you