Striking Gold: The Alchemy of Real Time Marketing
description
Transcript of Striking Gold: The Alchemy of Real Time Marketing
Striking Gold: The Alchemy of Real-Time Marketing
@chriskerns
Available Nov. 4th
Spredfast #SFSummit
Spredfast #SFSummit
Spredfast #SFSummit
The number of brands participating in RTM is growing like crazy
Spredfast #SFSummit
but everyone is still trying to figure out
what to do with real-time marketing
Spredfast #SFSummit
“Twitter is a cocktail party…corporations don’t belong there.” -- John Oliver
Why might RTM work? connection = attention + relevance
Spredfast #SFSummit
the average American now spends more time on social media than any other online activity
Attention: the right place
Spredfast #SFSummit
social media trends are dust devils of relevance
Relevance: the right moment
Spredfast #SFSummit
Real-time marketing allows brands to draft behind trends.
Spredfast #SFSummit
Brands doing RTM see
double the level of engagement
from those posts
Spredfast #SFSummit
Good RTM is more than just
clever creative and quick responses.
Spredfast #SFSummit
To make the most of real-time marketing you need to create
a program not a project.
Spredfast #SFSummit
The Five Gs of Real-Time Marketing: 1. Goals
2. Groundwork 3. Guardrails 4. Group 5. Game Plan
Spredfast #SFSummit
1) RTM: Goals
Spredfast #SFSummit
Set targets for your RTM efforts
1. What are you trying to impact? 2. Build out metrics to measure 3. Set targets 4. Evangelize 5. Rinse and repeat 6. Give yourself some leash
Spredfast #SFSummit
@KitKat usually sees: 43.5 RTs 43.0 Favorites RTs: +65,464% Favs: + 31,473%
Spredfast #SFSummit
2) RTM: Groundwork
Spredfast #SFSummit
Build an architecture for RTM success
1. Executive approval 2. Authority 3. Design your RTM approach 4. Get your tools ready
Spredfast #SFSummit
“We don’t want to force our way into a conversation, we want it to be natural.” - Josh Martin, Arby’s
Spredfast #SFSummit
3) RTM: Guardrails
Spredfast #SFSummit
Key themes for content guardrails
1. Set your limits on topics 2. Understand tone and voice 3. Build a playbook 4. Get legal on board ahead of time
Spredfast #SFSummit
Lenovo sets up playbooks by region to stay nimble and empower their teams.
Spredfast #SFSummit
4) RTM: Group
Spredfast #SFSummit
The components of a good RTM team
1. Creative 2. Copy 3. Social strategy 4. Analytics 5. Program management
Spredfast #SFSummit
The Spredfast RTM team is a cross-functional team of marketers with day jobs. RTM takes up only a few hours per week and replaces a few other social posts.
Spredfast #SFSummit
5) RTM: Game Plan
Spredfast #SFSummit
The components of a good RTM plan
1. Gather data 2. Watch 3. Brainstorm 4. Create & Monitor 5. Analyze
Spredfast #SFSummit
Your Easy 3 Next Steps
1. Identify your RTM program lead
2. Start the goal conversation
3. Research upcoming events
Spredfast #SFSummit
For new data-driven RTM research every week: spredfast.com/blog
Spredfast #SFSummit