Real-Time Marketing Is So Last

Year: Getting Ahead of Your

Real-Time Data

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Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Drew Neisser is the founder of Renegade, the NYC-based social/marketing agency. He is the champion of Marketing as Service, a philosophy he espouses in his writings on FastCompany.com, PSFK, Social Media Today and TheDrewBlogamong others. Drew has spoken at numerous industry events and is frequently quoted in the press including appearances on Nightline and ABC World News Tonight. He currently serves on the Board of Directors of the Urban Green Council and Duke NY. Feel free to ask Drew about his obsession with Ben Franklin. @drewneisser

Dipayan Gupta leads the social media team at New York Life, where he is responsible for translating 170 years of brand equity to new and emerging platforms. He also works closely with the company's 12,000 agents to #KeepGoodGoing. He holds an M.A. from New York University in Journalism, and a B.A. from Amherst College in Political Science. Dipayan spent his childhood in New Delhi and Toronto, and currently lives in Brooklyn, NY. @piron

Janelle Johnson is responsible for everything from email marketing, webinars and content creation to lead generation and nurturing. She is a key player in the development of all processes for lead and pipeline cultivation and maturation, and driving tight alignment between the sales and marketing teams. Janelle has been named to SLMA’s “20 Women to Watch” list as well as the “50 Most Influential People in Sales Lead Management.” @janelle_johnson

Perspective on Real-Time MarketingDrew Neisser

Founder & CEO, Renegade LLC

January 16, 2015

5

@DrewNeisser Renegade.com

RTM Success is the Exception

6

@DrewNeisser Renegade.com

RTM: Prepare to Be Spontaneous

R = Relevance

T = Teamwork

M = eMotion

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IMPROVING CONVERSIONS:Testing & Optimization

A/B Testing

For 2 years running, A/B testing is the most used

method for improving conversion.

- Econsultancy

What to Test

Content Structure Design

Subject Line

Headline

Button Copy

Offers

Copy Length

Placement

Number of Form Fields

Mobile-Friendly

/Responsive

Layout

Colors

Images

HTML vs Text

SEO Audit Email Testing

Layout 1 Layout 2 (3 subject lines)

SEO Audit Email Testing

Control Offer Test

Real time marketing

Dipayan Gupta

Head of social media marketing & strategy

New York Life is social

#1 #2 #2 #4 #4

+184,000 followers

+599,900 fans

+11,300,000 views

+113,500 connections

+63,500 followers

Current metrics

Ranking among peers

We rank #1 in the insurance

industry (including P&C) on Twitter

Educate and empower

Build lasting, emotional connections

Become a smarter business

Why Sports

94% Livevs 60-80% of Primetime

• Consumers are passionate & attentive

• Unpredictable outcomes lead to “must see” moments that generate social currency and conversation

• Typically higher rated than average programming on a given network

Real time marketing

Celebrating Good

• Launch the Celebrating

Good hub around

Mother’s Day

• Invite consumers to

submit a photo or a

tweet celebrating their

mom

• Select the best

submissions to power a

unique unit that

continuously tallies and

cycles through UGC

Social + Digital

200+ Million impressions 5/5 – 5/18 including Yahoo! & Aol Homepage takeovers on Mother’s Day

#KeepGoodGoing

#SMTLive

Our Speakers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay

Drew Neisser is the founder of Renegade, the NYC-based social/marketing agency. He is the champion of Marketing as Service, a philosophy he espouses in his writings on FastCompany.com, PSFK, Social Media Today and TheDrewBlogamong others. Drew has spoken at numerous industry events and is frequently quoted in the press including appearances on Nightline and ABC World News Tonight. He currently serves on the Board of Directors of the Urban Green Council and Duke NY. Feel free to ask Drew about his obsession with Ben Franklin. @drewneisser

Dipayan Gupta leads the social media team at New York Life, where he is responsible for translating 170 years of brand equity to new and emerging platforms. He also works closely with the company's 12,000 agents to #KeepGoodGoing. He holds an M.A. from New York University in Journalism, and a B.A. from Amherst College in Political Science. Dipayan spent his childhood in New Delhi and Toronto, and currently lives in Brooklyn, NY. @piron

Janelle Johnson is responsible for everything from email marketing, webinars and content creation to lead generation and nurturing. She is a key player in the development of all processes for lead and pipeline cultivation and maturation, and driving tight alignment between the sales and marketing teams. Janelle has been named to SLMA’s “20 Women to Watch” list as well as the “50 Most Influential People in Sales Lead Management.” @janelle_johnson

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Upcoming Webinar

January 20th

Scaling Social Globally: Best Practices for Engaging With an International Audience

Panelists: Mike Stenberg of Siemens, Laurence Buchanan of EY, Andrew Ashton of Yum! Brands