11.21.13

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The 2013 Superbowl blackout, when a simple tweet by Oreo upstaged the hallowed prominence of TV commercials during that event, may go down in history as the coming out moment for realtime marketing . Rather than planning campaigns months in advance, Oreo had a team in place to create something on the fly, in realtime. Since then, however, many RTM campaigns have crashed and burned, showing that they require more than simply creating a viral photo in a split second. In this webinar, our panelists go beyond the glitz and graphics of a RTM campaign to discuss how to create an empowered team that can respond to a story as it happens, while bearing in mind the boundaries of your brand’s message. Joint us to learn: - How to empower your team to respond in a way that is timely and relevant - How to parse out hype from genuine RTM opportunities - How to leverage sophisticated monitoring tools to best reach your customers during realtime campaigns - Best practices for a RTM campaign based on current case studies

Social Media Business News & Politics

The Realities of Realtime Marketing: Creating
Teams, Building Trust

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REAL TIME MARKETING + LISTENING
CREATING A WEB OF LISTENERS
THE COST OF IGNORING

Andrew Ashton
Analyst,Yum!Brands
@AndrewLAshton
@yumbrands
#SMTLive

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11/26 Reengineering for the Age of Social Selling: Structuring the
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1. The Realities of Realtime Marketing: Creating Teams, Building Trust #SMTLive

2. Join the Conversation… 157,345 #SMTLive

3. Our Speakers Peter Kim is an advisor on social business and marketing strategy. He co-authored the book Social Business By Design and drives global industry discourse at beingpeterkim.com. He was previously Chief Strategy Officer at Dachis Group, an analyst at Forrester Research, and head of international marketing operations, e-commerce, and digital marketing at PUMA AG. Pablo Henderson is a lifestyle brand expert with 15+ years of experience working with beverage, automotive, fashion and music industry clients coupled with over a decade of marketing consulting to leading luxury Hotel companies including Starwood Hotels, Diplomat Hotels, Gemstone Resorts International, Crescent Hotels & Resorts, Tecton Hospitality, Sage Hospitality and others. Andrew Ashton is an Analyst on The Social Hive Team at Yum! Brands focusing on online global reputation management for KFC, Taco Bell and Pizza Hut. The team has trained over 250 international associates on using a sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer insights and customer service. Further, The Hive provides real-time insights, analysis, engagement opportunities and content to the brands and other functions. Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey #SMTLive

7. REAL TIME MARKETING + LISTENING CREATING A WEB OF LISTENERS THE COST OF IGNORING Andrew Ashton Analyst,Yum!Brands @AndrewLAshton @yumbrands #SMTLive

8. TRAIN THE TRAINER DEVELOP INTERNAL RESOURCES TO LEVERAGE LOW COST EXPERTISE WORKFLOW BASIC USERS TRAINED ON TOOL CORE TEAM ANALYSTS SUPER USERS REGIONAL LEADS PROFICIENT ON TOOL RESPONSE TEAM AGENCY USERS 41 250+ 90+ USERS MARKETS LANGUAGES TRAINED ON TOOL

9. HOW THE TEAM INTERACTS WORKFLOW, RECIPROCAL REPORTING, RESPONSIBILITIES AND EXPECTATIONS Daily Buzz: Sent out by 4:30 pm EST to Executive Report: sent out by 8:30 am EST to executive 400+ subscribers. Details top global Reciprocal Reporting: Markets determine brand health, discover issues, call-out net sentiment and leadership detailing issues in major brand engagements, chatter and issues. benchmark competitors andtrending global influencers. changes, identify most valuable posts, recognize on China and India. top emerging markets – focus

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13. Join us next week for… 11/26 Reengineering for the Age of Social Selling: Structuring the Modern Sales Team http://socialmediatoday.com/social-sales-team-webinar

Editor's Notes

The way we go about our lead generation campaigns is we base them on a Unified strategy- we determine the goals of the client and these can be refined once we discuss a little more but then we also factor in the purpose of the potential leads who are seeking information. People are coming to Social Media Today to get information and make their business better. They are looking for a solution. Jive can be that solutionWe can guarantee the Social Media Today leads are better qualified because of the quality of the content, and the unique vision that understands what business you are in and what you are trying to achieve. We are not trying to simply deliver leads, we are trying to cultivate relationships and connect you to real customers.
http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)
Building the team – web of usersUser levelsBasic vs superSuper supports basic users with analysis, provides reciprocal reportsCapabilitiesBuild trust with teams through mutual benefit – give and take (1-12 hours of training, on-call assistance, Daily Buzz)More ears and eyes = stronger brandsUsers, markets, languagesHow the web of users replaces multi-lingual analystsListening on the macro levelListening on the regional levelListening on the market levelWorkflowAnalysts -> Regional Leads -> Market contacts (basic users, super users, agency users)
Executive ReportMorningChina and emerging market focusNegative issues Daily BuzzAfternoonBroad distributionPositive and negativeFlagged Issues - MemosMemos sent to regional leads throughout the daySame issue escalation (levels 3, 2, 1)Engagement opportunitiesProduct performance (Daily Buzz, Exec)Marketing (Daily Buzz)Public relations issues (Daily Buzz, Exec)Reciprocal ReportingSuper users provide reports to their leadership that also come to The HiveReciprocal reporting ensures that our markets are using the tool and provides us analysis that would typically require a dedicated resourceWhat’s next – trained trainers will develop a more complex web of users and will educate the 1.5 million + employees on social media use

11.21.13

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Editor's Notes