Social Media Week 2014 @DigitasLBi: Real time marketing

#SMWDLBi @ideasoutloud #SMWDLBi @ideasoutloud

Real Time… Leveraging the “Now” #SMWCPH – 21/02/2014

#SMWDLBi @ideasoutloud 2 #SMWDLBi @ideasoutloud

Gus Murray Nordic Director of Social Media

@ideasoutloud #UltraMarathoner #Australian #ImmigrationNinja #HugosHuman

Me…

#SMWDLBi @ideasoutloud

Some of our social clients:


Design Search Data

This week you’ve been spoiled…


What is Real Time Marketing?


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


Real-time marketing isn’t new. It’s about recognizing an opportunity and responding to it.


We have two challenges:

+ Time Attention


6.5 seconds

On average consumers only engage with brands for


Social Search

Search (Intent)

News Feeds

(Discovery)

Our aim:


PAID

EARNED

OWNED

Our World:


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:

#SMWDLBi @ideasoutloud 14

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


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


Real-Time, Adaptive, Anticipative…


Right Message

Right Audience

Right Time


Digital marketing

Timely content yields increased engagement

Engagement

Tim

elin

ess

Planned marketing

TV

Billboard Print ad

Real-time marketing

#SMWDLBi


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


REAL-TIME MARKETING

Creative content

development Trigger

Promotion & engagement

Media purchase

Measurement & analytics

#SMWDLBi

Today:


6 Trigger Types


Planned

Reactive

Unplanned

#SMWDLBi

Proactive

Location -Based

Predictive Analytics

Brand Event

Anticipated Event

Brand/ Customer

Interaction News/ Crisis/ Politics

@ideasoutloud


#1 Breaking News - Reactive & Unplanned


Politics


Crisis


Cause


#fail


#2 Brand / Customer Interaction


Customer


Brand Brand On Brand


Brand Brand on Brand


Brand Customer


Sochi Problems


Solution #1


Solution #2


#3 Anticipated Events


Brand Super Bowl


Super Bowl


Emmy’s


Oscars


#4 Predictive Event


Days to Celebrate


Holidays


National Days


Special


Online- Offline


#5 Brand Events


#NYFW


Small Biz Sat


Event XMAS


#TripleE


#6 Location Based


Partners


Charity


Real Time Media Buys


Dark posting?


A more effective delivery mechanism.


Newsfeed Fatigue


Interest


Weather


Inventory


Competitor Ads


Web Traffic


Foot Traffic


Engaged last


SOCIAL AS A SERVICE


In closing


REAL-TIME MARKETING

Creative content

development Trigger

Promotion & engagement

Media purchase

Measurement & analytics

#SMWDLBi


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•  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


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


Thank you

Social Media Week 2014 @DigitasLBi: Real time marketing

Marketing

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