Transcript And Sales..?

Clarifying the Hype and Role
of Real-Time Marketing
July 2013
Today’s Takeaways
1
What is Real-time Marketing?
2
Why Should I Care?
3
When Do I Need It?
It all started in the dark.
One little cookie changed
marketing.
With a simple branded message
Several Brands Did the Same Thing.
“#WATERGATE”
“Not every brand can have a team on
standby for every major event, and it
isn’t clear that these kinds of marketing
coups have any major impact on
sales.”
- Jared Keller
Bloomberg BusinessWeek
And the Oscar for Forcing Relevancy Goes
to…
THINK
BEYOND
PHOTOSHOP
The Mechanics
Knowing Your
Brand
Social Media
Monitoring
Influencer
Relationships
Creative
Talent
Traditional Media
Monitoring
Media
Real-Time
Marketing
Newsjacking
Your
Brand
“The real-time Web has opened an
opportunity for anybody to inject ideas into
a breaking news story and generate tons
of media coverage.” - David Meerman Scott
Author
Oakley garnered $41
million
in equivalent advertising
time
“Oakley and the Chilean Miners – Publicity Goldmine” Love Hate Advertising. October 22, 2010.
The mechanics of Real-Time
Marketing are quite similar to
what’s needed to Newsjack a
story.
Smart Real-Time uses both to
provide value to a brand.
“How to Newsjack Your Way into the Media.” Excerpt provided by Hubspot. David Meerman Scott.
The positive impact
of Real-Time
Marketing
is Real.
“The Real-Time Marketing Drum Beat Gets Louder, as Agencies, and Brands Sing On” eMarketer. May 7, 2013.
Being in the Moment
On November 1 the Mayor Newark Cory Booker
tweeted to one of his city’s residents who was
“running out
of hotpockets”
Hot Pockets responds with letter and 100s of
coupons for free product for Newark residents.
Tweets: 3,022
Reach: 22 million
Twitter
• 3,022 tweets
• 22 million reach
Online
• 51 articles
• 187.4 million reach
Broadcast
• 13 shows
• 1.8 million reach
Total reach: 211.2 million
When does it make sense?
Pay attention during major national news
stories
Be present during events the brand is actively
participating in
Make sure the response is Brand Relevant
and not just noise.
Measuring Results




Social Engagement
Story Placement
Positive Share of Voice
Positive News Coverage
And Sales..?
One isolated success.
Not going to move the
needle.
Campaign driven or several
newsworthy successes moves the
needle
thank you
Chris Baccus. GolinHarris. Executive Direct Digital