Dx3 Canada - 5 Things You Need to Know About Real-Time Marketing

5 THINGS ABOUT RTM

©2013 Critical Mass, Inc. All Rights Reserved | 1


•  Introduction

RULES


•  Introduction

RTM THE CRAP OUT OF THIS TALK


•  Introduction

@DOCTORJONES


•  Introduction

@DX3CANADA


•  Introduction

#DX32014

WHAT IS IT



IT’S NOT NEW



TO DIFFERENT PEOPLE

IT MEANS DIFFERENT THINGS








CAN YOU MARKET IN REAL TIME?

HOW MANY WAYS




WE’RE ABSOLUTELY CRYSTAL CLEAR

BUT JUST SO



JUST SO MANY BETTER NAMES

IN REALITY, THERE ARE


TOPICAL MARKETING


ZEITGEIST MARKETING


RELEVANCY MARKETING


CONVERSATIONAL MARKETING


ALWAYS-ON MARKETING


LOOK HOW HIP WE ARE MARKETING


THIS KIND OF MARKETING

WE’VE DONE BLOGS, VIRAL, FACEBOOK, HASHTAGS, TUMBLRS, PINTEREST AND INSTAGRAM AND NOW WE DO


REAL-TIME MARKETING

FOR TODAY, WE’LL STICK WITH

KNOW YOUR BRAND



SOME REALLY TOUGH QUESTIONS

ASK YOURSELF


IS IT IN MY DNA? DO I HAVE THE INFRASTRUCTURE? AM I BRAVE ENOUGH, SMART ENOUGH AND DO PEOPLE LIKE ME?


DOES MY BRAND HAVE PERSONALITY? IS IT IN MY DNA?



DO I HAVE A SOCIAL PERSONA? IS IT IN MY DNA?


HAVE I BEEN RELATABLE IN THE PAST? IS IT IN MY DNA?


CAN I HAVE A HUMAN CONVERSATION? IS IT IN MY DNA?


AUTHORITY TO MOVE FAST? DO I HAVE THE INFRASTRUCTURE IN PLACE?


DEDICATED COMMUNITY MANAGERS? DO I HAVE THE INFRASTRUCTURE IN PLACE?


ART/COPY AT SPEED OF SOCIAL? DO I HAVE THE INFRASTRUCTURE IN PLACE?


AM I BRAVE ENOUGH, SMART ENOUGH AND DO PEOPLE LIKE ME?


“As you watch the game and #RTMbowl remember that for almost all brands, participation does not equal relevance. Right time; not real time.”

Ed Lee, Sr. Director Social Media, DDB Canada @edlee


BRAVERY


WIT (OR NOT)


RESTRAINT

KNOW YOUR AUDIENCE



ABOUT WHAT PEOPLE WANT

BE REALISTIC


DOES MY BRAND HAVE AN AUDIENCE? DO THEY WANT THIS CONTENT? WHEN & WHERE & WHY ARE THEY CONNECTING WITH MY BRAND?


BUILD IT FIRST, BUILD IT RIGHT DO I HAVE AN AUDIENCE?



STUDY WHAT PEOPLE DO ON SOCIAL

DO THEY WANT THIS CONTENT?



WHAT ARE THEY SAYING? WHAT DO THEY WANT FROM YOU?


WHAT ARE THEY SAYING? WHAT DO THEY WANT FROM YOU?



PREPARE TO FAIL…










MEASURE WHAT MATTERS



ABOUT WHAT ACTUALLY MATTERS

BE HONEST WITH YOURSELF


GOOD = SOCIAL METRICS BETTER = BRAND MEASURES BEST = BUSINESS ACTIONS


CONTENT PERFORMANCE SOCIAL METRICS

AUDIENCE GROWTH

INTERACTION

REACH

DEMOGRAPHICS


IMPACT ON BRAND HEALTH BRAND MEASURES

CHANGING THE BRAND VOICE

SENTIMENT

PURCHASE INTENT

SHARE OF VOICE

DEMOGRAPHICS

LOYALTY

NPS


DRIVING THE BOTTOM LINE BUSINESS ACTIONS

SITE/RETAIL VISITS

CRM/LOYALTY

PURCHASE FUNNEL

COUPONING

SALES

FOCUS GROUPS

BRAND AMBASSADORS


1.  WHAT IS IT?

2.  KNOW YOUR BRAND

3.  KNOW YOUR AUDIENCE

4.  PREPARE TO FAIL

5.  MEASURE WHAT MATTERS


THANK YOU

@DOCTORJONES [email protected]