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  © 2013 TBG
© 2013 TBG
Real Time – All The Time
How can I get the greatest value from my
investment in Social Media?
Karl Havard (@KarlHavard)
Client Strategy Director
TBG
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
What is Real-Time?
Or a well
timed
tweet!
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
Real-Time
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
Examples

 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG

and opportunities
#WINNING
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
Common Element
All headline grabbers,
with a common ingredient

 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
Common Element
#UNPLANNED
All headline grabbers,
with a common ingredient

 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
Yet
this happened
What’s	
  happened?	
  
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
Yet
this happened
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
Did they plan for the unplanned?
#HONEST!
VP	
  of	
  Cookies	
  at	
  Mondelez	
  Interna9onal	
  Lisa	
  Mann	
  
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
Necessary Ingredients
#RELEVENCE
#EXPERTISE
#SPEED
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
%	
  
#SPEED
Therefore,	
  marketers	
  also	
  need	
  to	
  adopt	
  
2nd	
  screen	
  behaviour	
  
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
#RELEVANCE
Tradi9onal	
  direct	
  marke9ng	
  CRM	
  principles	
  
s9ll	
  apply
probably	
  even	
  more	
  so.	
  
Brand,	
  Content	
  &	
  Audience	
  
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
#EXPERTISE
SERVING TECHNOLOGY
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
A random example
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
A random example
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
Before & After
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
Example
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
The gift that keeps giving
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
The Impact?
#ROI?
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
The Metrics That Matter
Buzz
Reach
Followers
Fans
Likes
Re-Tweets
Mentions
Click-­‐throughs	
  to	
  
place	
  bets;	
  
in	
  play	
  beNng,	
  and	
  
changing	
  odds	
  etc.	
  
	
  
[unique	
  tags	
  on	
  links]	
  
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
Correlation
‱  Real	
  Time	
  oOen	
  means	
  the	
  “last	
  
click”	
  does	
  win
	
  
‱  
because	
  it’s	
  the	
  only	
  click	
  
‱  Correla9ng	
  data	
  sources	
  will	
  
indicate	
  the	
  rela9onship	
  
‱  However,	
  there	
  may	
  also	
  be	
  a	
  
latency	
  eïŹ€ect,	
  due	
  to:	
  
‱  Convenience	
  
‱  Subsequent	
  coverage	
  
 	
  	
  	
  	
  © 2013 TBG
	
  	
  	
  	
  	
  
© 2013 TBG
Real-Life Results
Website Visits – Exposed Region
Massachusetts on January 1, 2013
Website Visits – Control Region
Colorado on January 1, 2013
No lift during game
time but clear traffic
increase after the game
Post game spikes
appear much
smaller for control
regions
 	
  	
  	
  	
  © 2013 TBG
© 2013 TBG
Real Time – All The Time
How can I get the greatest value from my
investment in Social Media?
Karl Havard (@KarlHavard)
Client Strategy Director
TBG
Thank you!

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Real Time Social & ROI: Capture the moment #InternetWorld2013

  • 1.          © 2013 TBG © 2013 TBG Real Time – All The Time How can I get the greatest value from my investment in Social Media? Karl Havard (@KarlHavard) Client Strategy Director TBG
  • 2.          © 2013 TBG           © 2013 TBG What is Real-Time? Or a well timed tweet!
  • 3.          © 2013 TBG           © 2013 TBG Real-Time
  • 4.          © 2013 TBG           © 2013 TBG Examples

  • 5.          © 2013 TBG           © 2013 TBG 
and opportunities #WINNING
  • 6.          © 2013 TBG           © 2013 TBG Common Element All headline grabbers, with a common ingredient

  • 7.          © 2013 TBG           © 2013 TBG Common Element #UNPLANNED All headline grabbers, with a common ingredient

  • 8.          © 2013 TBG           © 2013 TBG Yet
this happened What’s  happened?  
  • 9.          © 2013 TBG           © 2013 TBG Yet
this happened
  • 10.          © 2013 TBG           © 2013 TBG Did they plan for the unplanned? #HONEST! VP  of  Cookies  at  Mondelez  Interna9onal  Lisa  Mann  
  • 11.          © 2013 TBG           © 2013 TBG Necessary Ingredients #RELEVENCE #EXPERTISE #SPEED
  • 12.          © 2013 TBG           © 2013 TBG %   #SPEED Therefore,  marketers  also  need  to  adopt   2nd  screen  behaviour  
  • 13.          © 2013 TBG           © 2013 TBG #RELEVANCE Tradi9onal  direct  marke9ng  CRM  principles   s9ll  apply
probably  even  more  so.   Brand,  Content  &  Audience  
  • 14.          © 2013 TBG           © 2013 TBG #EXPERTISE SERVING TECHNOLOGY
  • 15.          © 2013 TBG           © 2013 TBG A random example
  • 16.          © 2013 TBG           © 2013 TBG A random example
  • 17.          © 2013 TBG           © 2013 TBG Before & After
  • 18.          © 2013 TBG           © 2013 TBG Example
  • 19.          © 2013 TBG           © 2013 TBG The gift that keeps giving
  • 20.          © 2013 TBG           © 2013 TBG The Impact? #ROI?
  • 21.          © 2013 TBG           © 2013 TBG The Metrics That Matter Buzz Reach Followers Fans Likes Re-Tweets Mentions Click-­‐throughs  to   place  bets;   in  play  beNng,  and   changing  odds  etc.     [unique  tags  on  links]  
  • 22.          © 2013 TBG           © 2013 TBG Correlation ‱  Real  Time  oOen  means  the  “last   click”  does  win
   ‱  
because  it’s  the  only  click   ‱  Correla9ng  data  sources  will   indicate  the  rela9onship   ‱  However,  there  may  also  be  a   latency  eïŹ€ect,  due  to:   ‱  Convenience   ‱  Subsequent  coverage  
  • 23.          © 2013 TBG           © 2013 TBG Real-Life Results Website Visits – Exposed Region Massachusetts on January 1, 2013 Website Visits – Control Region Colorado on January 1, 2013 No lift during game time but clear traffic increase after the game Post game spikes appear much smaller for control regions
  • 24.          © 2013 TBG © 2013 TBG Real Time – All The Time How can I get the greatest value from my investment in Social Media? Karl Havard (@KarlHavard) Client Strategy Director TBG Thank you!