Delivered at #WommaSummit 2014 in Hollywood, CA.
Whether it’s a big sporting event, awards show or pop culture phenomenon, brands increasingly use "real-time marketing" in an attempt to insert themselves into every major event and breaking news cycle. During this session, we'll discuss why you don't need a "social command center" for successful real-time marketing, how to stay true to your brand's voice while engaging in fun/snarky social conversation and provide tips for a successful strategy.
What Happens When Marketing And Advertising Collides With Pop Culture
Making the Most of Real Time Social Marketing
1. Making the Most of
Real-Time Marketing:
How to Take Your Brand to the Top
ANDY WHITE // SPROUT SOCIAL
BRYAN DESENA // SAATCHI LA
PAUL MEYERS // PABST BREWING COMPANY
2. Hi, there!
Andy White
@white
Bryan DeSena
@bryandesena
Paul Meyers
@thepaulmeyers
#RealRTM
13. A note on creativity:
Good creative is good. Bad creative is bad.
And it can happen anywhere.
But it can’t always be shared.
Which is why Twitter #fails go viral, but a terrible print ad doesn’t.
#RealRTM
20. February 3 and on…
Millions+ of free media impressions
#RealRTM
21. Last year… Super Bowl 2014
No unifying, dynamic storyline
One year to put into place process & procedure
Overwhelming desire to recapture that lightning in bottle
#RealRTM
28. Common Threads of Success
Listen… know how to monitor at scale
Trust… and understand your brand
Empower… a small team
Be Confident… in your creativity
#RealRTM
29. Taking the Steps
#1 : KNOW THYSELF
• Know your brand inside & out
• Know your audience
• Understand platform capabilities
• Understand implications of success and failure
#RealRTM
30. Taking the Steps
#2 : DEFINE YOUR PROCESS
• Less is more.
• Who is responsible.
• What are their objectives?
• What are their legal or brand guidelines?
• That’s it.
#RealRTM
31. Taking the Steps
#3 : START LISTENING
• It’s not rocket science.
• Be present. Set notifications.
• Some thoughts on “war rooms”
#RealRTM