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

#RealRTM

There’s a gray space between paid

social media and real-time marketing.

“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