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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
Hi, there! 
Andy White 
@white 
Bryan DeSena 
@bryandesena 
Paul Meyers 
@thepaulmeyers 
#RealRTM
LET’S GET STARTED BY SETTING 
SOME THINGS STRAIGHT.
Social Media is media 
#RealRTM
#RealRTM
#RealRTM
So, we’re making ads. Is that it? 
No. 
But kinda. 
#RealRTM
There’s a gray space between paid 
social media and real-time marketing. 
#RealRTM
“Viral” Social Marketing 
Twitter presents the only remaining 
opportunity for effective viral social 
media marketing. 
#RealRTM
One to One Engagement 
#RealRTM
#RealRTM 
“Prepared” Marketing
Effective “Real-Time Marketing” 
Brands adding value to a cultural 
conversation by reacting to the unforeseen. 
#RealRTM
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
Effective “Real-Time Marketing” 
#RealRTM
TRACKING THE EVOLUTION 
OF REAL-TIME MARKETING ON TWITTER
February 3, 2013, 8:38pm ET 
BLACKOUT AT THE 
SUPERBOWL! 
#RealRTM
February 3, 2013, 8:40pm ET 
#RealRTM
February 3, 2013, 8:46pm ET 
#RealRTM
February 3, 2013, 8:48pm ET 
#RealRTM
February 3 and on… 
Millions+ of free media impressions 
#RealRTM
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
Brands become color commentators 
#RealRTM
Brands talk to each other 
#RealRTM
Brands talk to each other some more 
#RealRTM
Brands promote pre-canned content 
#RealRTM
Real-Time Marketing at its best 
#RealRTM
THE COMMON THREAD AMONGST 
SUCCESFUL RTM
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
Taking the Steps 
#1 : KNOW THYSELF 
• Know your brand inside & out 
• Know your audience 
• Understand platform capabilities 
• Understand implications of success and failure 
#RealRTM
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
Taking the Steps 
#3 : START LISTENING 
• It’s not rocket science. 
• Be present. Set notifications. 
• Some thoughts on “war rooms” 
#RealRTM
Bad War Rooms 
#RealRTM
Good War Rooms 
#RealRTM
Thanks! Any Questions? 
Andy White 
@white 
Bryan DeSena 
@bryandesena 
Paul Meyers 
@thepaulmeyers 
#RealRTM

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Making the Most of Real Time Social Marketing

Notes de l'éditeur

  1. Desperate SMBs often rely on prepared marketing and RTM to increase exposure. This has created a culture of “trend jacking.”
  2. Desperate SMBs often rely on prepared marketing and RTM to increase exposure. This has created a culture of “trend jacking.”
  3. Desperate SMBs often rely on prepared marketing and RTM to increase exposure. This has created a culture of “trend jacking.”