Real-time Marketing

1. Real-time Marketing
PR News
Lilia Glazova, Managing Director

2. Real-Time Marketing
 Real-time marketing (RTM) is the use of popular
news stories, events, trends to get a key message
across to the target audience as opposed to costly
paid/owned media. Essentially, it is a way to
communicate a message, idea, etc. by taking
advantage of and exploiting certain occasions such
as things trending on social networks, memes, online
and offline events as well as crises.
 Real-time marketing/PR became a separate area of
expertise as a result of spreading online
communications including, in the first place, via
social media where the distance between a brand
and the audiences is the shortest.

3. RTM. Communication research
PR agency Comunica commissioned PR News to
conduct a study to find out how effective real-time
communication techniques are and what place they
occupy in PR and marketing, expecting it to help
advance the industry and identify the most effective
social media promotion tools.
The goal of the study was to prove the effectiveness
of real-time PR and marketing and make a case,
both with quantitative and qualitative evidence, for
them as a promising approach to digital
communications.
The study was highly commended by Comunica,
which commissioned it, and as a result, the
company supported promotion of real-time PR and
marketing to the professional PR and marketing
community.
PR News won
a 2016 Gold Quil
Awards for this
research.

4. METHODOLOGY
 Engagement was used as the main criterion for assessing effectiveness of real-
time marketing (RTM) and was calculated as the sum of user responses
(comments, reposts, likes, favorites (on Twitter) per post per page using the
following formula:
Engagement rate = (N of comments + N of reposts + N of likes) / N of posts
 The use of RTM was deemed effective or ineffective based on comparison of
engagement with RTM posts (# of responses) versus other types of posts per
page per month.

5. 5 MEMES REFERENCED ON 4 SOCIAL NETWORKING SITES –
FACEBOOK, VKONTAKTE, TWITTER AND INSTAGRAM – WERE ANALYZED:
01 04
#THEDRESS (#DRESSGATE) MAY THE 4TH, STAR WARS DAY
02 05
MARCH 2015 SOLAR ECLIPSE
APRIL FOOLS’ DAY – JOKES AND PRANKS ON
BRAND PAGES
03
"GAME OF THRONES" – USE OF THE POPULAR
SERIES’ THEMES AND CHARACTERS
PRACTICE

6. * difference (%) in engagement per post between RTM posts and other posts.
Engagement is defined as the sum of actions (comments, reposts, likes, favorites (on Twitter))
performed by a user in response to a post.
AVERAGE RATEMAY THE
4TH
SOLAR
ECLIPSE
"GAME OF
THRONES"
APRIL
FOOLS'
DAY
TheDress
+590%+155%+184%+533%
+663%
+1 417%
RTM EFFECTIVENESS*

7. +86 %
+750 %
+690 %
CommentsLikes/favoritesReposts
RTM EFFECTIVENESS
TYPES OF RESPONSE

8. "GAME OF
THRONES"
APRIL
FOOLS'
DAY
AVERAGE
RATE
THEDRESS
SOLAR
ECLIPSE
APRIL
FOOLS'
DAY
AVERAGE
RATE
SOLAR
ECLIPSE
"GAME OF
THRONES"
AVERAGE
RATE
APRIL
FOOLS'
DAY
SOLAR
ECLIPSE
"GAME OF
THRONES"
THEDRESS
RTM EFFECTIVENESS
LIKES/FAVORITES
RTM EFFECTIVENESS
REPOSTS
RTM EFFECTIVENESS
COMMENTS
THEDRESS225%
81%
79%
- 43 %
86%
1 790%
786%
458%
167%
750%
1 226%
672%
597%
290%
690%
RTM EFFECTIVENESS
COMMENTS, REPOSTS, LIKES/FAVORITES

9. WWF_AUSTRALIA
+3729%
IRN-BRU
+1330%
CITROEN
+1800%
#maythe4th
TOP 3 RTM POSTS BY EFFECTIVENESS

10. BBC RADIO 4
+824%
PLAYSTATION UK
+244%
BURGER KING FRANCE
+346%
#eclipse2015
TOP 3 RTM POSTS BY EFFECTIVENESS

11. XBOX ENTERTAIN
+4 056%
WARCRAFT
+281%
STOLICHNAYA VODKA
+2 910%
#gameofthrones
TOP 3 RTM POSTS BY EFFECTIVENESS

12. TIDE
+9 426%
HYUNDAI
+7 172%
ADOBE
+9 385%
#TheDress
TOP 3 RTM POSTS BY EFFECTIVENESS

13. LOUBOUTINS
January 13
“Exhibit” music video
by Leningrad,
Youtube
Widely discussed
on social media;
Real Time PR
Van Gogh Alive
art exhibit,
Moscow, Novosibirsk, Minsk
(Belarus)
Facebook, VK, Instagram

14. Real Time PR
effectiveness/inef
fectiveness is
measured based
on the ratio of
user engagement
to the number of
Real Time PR
posts and regular
posts per account
Goal:
Real Time PR
measurement:
Louboutins to promote
Van Gogh Alive
Engagement index (user engagement on
official Van Gogh Live accounts) is used
as the main criterion for the evaluation
of the effectiveness of Real Time PR
Engagement index =
Ван Гог. 2.0. Ожившие
полотна
Van Gogh
Van Gogh_125 Years
METHODOLOGY: LOUBOUTINS

15. Real-Time PR EFFECTIVENESS
LOUBOUTINS COVERAGE ON SOCIAL MEDIA
0
200
400
600
800
1000
1200 Louboutins Van Gogh exhibit
CAMPAIGN
LAUNCHES
VIDEO
RELEASED

16. Real-Time PR EFFECTIVENESS
LOUBOUTINS
* Average RT PR effectiveness
Real Time PR
Effectiveness
*
Average* +141%
+359%
+123%
+259%
Average* +26%
+221%
+18%
+80%
TOTAL +52%
+251%
+43%
+170%
Average* -11%
+173%
-12%

17. Real-Time PR EFFECTIVENESS
USER ENGAGEMENT ON ART EXHIBIT ACCOUNTS
0
200
400
600
800
1000
1200
1400
1600
Facebook Vkontakte Instagram
CAMPAIGN PERIOD

18. Summary
REAL TIME PR PRINCIPLES
Time
or is it worth the rush?
Relevance of a topic to a brand’s values
or is it worth the risk?
Adaptation of content to audiences
on a specific social network

19. Taking advantage of popular themes,
memes, etc. and news stories
Wider reach, bigger audience
Higher engagement
Improved effectiveness of marketing tools
(special offers, discounts, etc.)
Summary
REAL TIME PR ADVANTAGES