Presentation given at the International Association of Business Communicators (IABC) event in Orange County, California on July 9, 2013.

1. Clarifying the Hype and Role
of Real-Time Marketing
July 2013

2. Today’sTakeaways
What is Real-time Marketing?
Why Should I Care?
When Do I Need It?
1
2
3

3. It all started in the dark.

5. One little cookie changed marketing.

6. With a simple branded message

9. Several
Brands
Did
the
Same
Thing.

10. “#WATERGATE”

11. “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

12. And the Oscar for Forcing Relevancy Goes to…

14. THINK
BEYOND
PHOTOSHOP

15. The Mechanics
Social Media Monitoring
Traditional Media Monitoring
Media Relationships
CreativeTalent
Influencer Relationships
KnowingYour Brand

16. “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

17. Real-Time
Marketing
Newsjacking
Your
Brand

18. Oakley garnered $41 million
in equivalent advertising time
“Oakley
and
the
Chilean
Miners
–
Publicity
Goldmine”
Love
Hate
AdverEsing.
October
22,
2010.

19. 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
ScoR.

20. “The
Real-­‐Time
MarkeEng
Drum
Beat
Gets
Louder,
as
Agencies,
and
Brands
Sing
On”
eMarketer.
May
7,
2013.
The positive impact
of Real-Time Marketing
is Real.

22. Being in the Moment

23. 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
leRer
and
100s
of
coupons
for
free
product
for
Newark
residents.

24. Tweets:
3,022
Reach:
22
million

25. Total
reach:
211.2
million
Twitter
• 3,022 tweets
• 22 million reach
Online
• 51 articles
• 187.4 million reach
Broadcast
• 13 shows
• 1.8 million reach

26. 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.

27. Measuring Results
ü Social Engagement
ü Story Placement
ü Positive Share ofVoice
ü Positive News Coverage

28. And Sales..?
One isolated success.
Not going to move the needle.
Campaign driven or several
newsworthy successes moves the needle

29. thank you
Chris Baccus. GolinHarris. Executive Direct Digital
Presentation: http://www.slideshare.net/cbaccus