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Social Real-Time Marketing

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1 What is RTM? 2 How and why did RTM evolve? 3 What is essential for successful RTM?
RTM is social
And it’s important to realize that, because the industry is now being weighted towards media, specifically paid media SOCIAL RTM
Because organic reach has fallen through the floor SOCIAL RTM
Which in turn has driven the push for branded content marketing SOCIAL RTM
The ‘viral’ holy grail: Twitter presents the only remaining opportunity for effective viral - read: organic, AKA ‘free’ - social media marketing. SOCIAL RTM
The three branches of ‘real-time’ social media: One-on-one engagement: SOCIAL RTM
“Prepared” Marketing: SOCIAL RTM
And true RTM: Brands adding value to a cultural conversation by reacting to the unforeseen in a timely manner. SOCIAL RTM
Wildcard: Snapchat Live & Stories SOCIAL RTM SANS Institute @SANSInstitute
RTM’s short rise to prominence
February 3, 2013, 8:38pm ET BLACKOUT AT THE SUPERBOWL! SOCIAL RTM
And on…millions and millions of free media impressions SOCIAL RTM
A year on — SOCIAL RTM Super Bowl 2014 No unifying, dynamic storyline to react to One year to put into place process & procedure Overwhelming desire to recapture that lightning in bottle
Brands become nothing more than color commentators SOCIAL RTM
And they start talking to one another SOCIAL RTM
Since then, the best of RTM has been nimble brands responding creatively to the
What goes into a successful piece of 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 SOCIAL RTM
#1 : KNOW THYSELF • Know your brand inside & out • Know your audience • Understand platform capabilities • Understand implications of success and failure SOCIAL RTM
#2 : DEFINE YOUR PROCESS • Less is more. • Who is responsible. • What are their objectives? • What are their legal or brand guidelines? • That’s it. SOCIAL RTM
#3: START LISTENING • Understand what is being said around you. • Be present. • How should I listen? SOCIAL RTM
The War Room SOCIAL RTM
The Other War Room SOCIAL RTM
KNOW YOUR AUDIENCE

Publié dans : Marketing, Médias sociaux
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Social Real-Time Marketing

  1. 1. SOCIAL REAL-TIME MARKETING: WHY IT’S BECOME THE LAST RECOURSE IN THE AGE OF PAY-TO-PLAY SOCIAL MEDIA ANDY WHITE, DIRECTOR OF SOCIAL STRATEGY, SPROUT SOCIAL
  2. 2. @NEILPATEL @Kissmetrics #KissWebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Andy is the man who provides strategy for Sprout and its customers. Before life at Sprout, his team transformed Audi of America into the world’s most engaged social brand. Always accessible via Snapchat, except when golfing. ANDY WHITE Director of Social Business Strategy, SproutSocial @white
  4. 4. @NEILPATEL #KissWebinar @sproutsocial #KissWebinar @white
  5. 5. 1 What is RTM? 2 How and why did RTM evolve? 3 What is essential for successful RTM? TABLE OF CONTENTS
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. RTM is social
  8. 8. And it’s important to realize that, because the industry is now being weighted towards media, specifically paid media SOCIAL RTM
  9. 9. Because organic reach has fallen through the floor SOCIAL RTM
  10. 10. Which in turn has driven the push for branded content marketing SOCIAL RTM
  11. 11. The ‘viral’ holy grail: Twitter presents the only remaining opportunity for effective viral - read: organic, AKA ‘free’ - social media marketing. SOCIAL RTM
  12. 12. The three branches of ‘real-time’ social media: One-on-one engagement: SOCIAL RTM
  13. 13. “Prepared” Marketing: SOCIAL RTM
  14. 14. And true RTM: Brands adding value to a cultural conversation by reacting to the unforeseen in a timely manner. SOCIAL RTM
  15. 15. Wildcard: Snapchat Live & Stories SOCIAL RTM SANS Institute @SANSInstitute
  16. 16. RTM’s short rise to prominence
  17. 17. February 3, 2013, 8:38pm ET BLACKOUT AT THE SUPERBOWL! SOCIAL RTM
  18. 18. February 3, 2013, 8:40pm ET SOCIAL RTM
  19. 19. February 3, 2013, 8:46pm ET SOCIAL RTM
  20. 20. February 3, 2013, 8:48pm ET SOCIAL RTM
  21. 21. And on…millions and millions of free media impressions SOCIAL RTM
  22. 22. A year on — SOCIAL RTM Super Bowl 2014 No unifying, dynamic storyline to react to One year to put into place process & procedure Overwhelming desire to recapture that lightning in bottle
  23. 23. Brands become nothing more than color commentators SOCIAL RTM
  24. 24. And they start talking to one another SOCIAL RTM
  25. 25. Since then, the best of RTM has been nimble brands responding creatively to the unexpected SOCIAL RTM
  26. 26. What goes into a successful piece of RTM?
  27. 27. 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 SOCIAL RTM
  28. 28. #1 : KNOW THYSELF • Know your brand inside & out • Know your audience • Understand platform capabilities • Understand implications of success and failure SOCIAL RTM
  29. 29. #2 : DEFINE YOUR PROCESS • Less is more. • Who is responsible. • What are their objectives? • What are their legal or brand guidelines? • That’s it. SOCIAL RTM
  30. 30. #3: START LISTENING • Understand what is being said around you. • Be present. • How should I listen? SOCIAL RTM
  31. 31. The War Room SOCIAL RTM
  32. 32. The Other War Room SOCIAL RTM
  33. 33. KNOW YOUR AUDIENCE MEGAN RITTER Salesforce “ Brands have to have a deep understanding of their customer base. A marketer cannot deliver the right message to the right customer at the right time if she doesn't know precisely what her customers want and need
  34. 34. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  35. 35. ANDY WHITE Director of Social Business Strategy, SproutSocial @white andy@sproutsocial.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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