taking the leap: real-talk about real-time marketing

Taking the Leap:

Real Talk about Real-Time Marketing

#FHtrends

With every big event, live television show,

news story or even just a piece of buzz-worthy

content, we see an increasing number of

brands lining up for a piece of the

conversation pie.

#FHtrends

With every big event, live television show,

news story or even just a piece of buzz-worthy

content, we see an increasing number of

brands lining up for a piece of the

conversation pie.

And because of this, the term “Real-Time

Marketing” is becoming…

#FHtrends

A real-life buzzkill buzzword.

#FHtrends

Even though a lot of brands are playing in the

space, it can still be difficult to predict success.

#FHtrends

What we can predict is:

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An increase in attention.

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An increase in conversation.

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An increase in engagement.

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Research says brands that participate in

Real-Time Marketing through social can

expect to receive a 1,200% increase in engagement.

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That’s big.

#FHtrends

So how can we ensure that the increase in

engagement is less:

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So how can we ensure that the increase in

engagement is less:

And more:

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And even better, how can we begin to

predict success when it comes to Real-Time

Marketing efforts?

#FHtrends

To uncover this, let’s dissect what “Real-Time

Marketing” really is.

#FHtrends

To uncover this, let’s dissect what “Real-Time

Marketing” really is.

This will give us a better understanding of

the space and will help guide us on when

we should leap into the conversation or

simply stay away.

#FHtrends

Let’s start by looking at the two areas we

see brands participating in most often:

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Let’s start by looking at the two areas we

see brands participating in most often:

Live television and

buzz-worthy content.

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Which begs the question…

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Which begs the question…

How is the behavior between brands

jumping into the two spaces different?

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For starters, let’s consider how live television

and buzz-worthy content are alike.

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As we walk through this, we’ll use:

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As we walk through this, we’ll use:

The Super Bowl as an

example of live television

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As we walk through this, we’ll use:

The Super Bowl as an

example of live television

The Dress as an example of

buzz-worthy content. and

#FHtrends

(You knew The Dress would find its way into here somehow.)

#FHtrends

(You knew The Dress would find its way into here somehow.)

(And for the record, it was white and gold.)

#FHtrends

(You knew The Dress would find its way into here somehow.)

(And for the record, it was white and gold.)

(But we digress.)

#FHtrends

Both occurrences happen in real-time,

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Both occurrences happen in real-time,

are highly social

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Both occurrences happen in real-time,

are highly social

and often spike after a defining moment.

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So what makes them different?

#FHtrends

For starters, the fan base.

#FHtrends

For starters, the fan base.

When we’re talking about a live television

event, there is an already-established fan

base.

#FHtrends

For starters, the fan base.

When we’re talking about a live television

event, there is an already-established fan

base.

This isn’t necessarily the case for a buzz-worthy

piece of content like The Dress.

#FHtrends

Another difference between the two

involves sponsorship.

#FHtrends

Another difference between the two

involves sponsorship.

The Super Bowl attracts a lot of brands and

official sponsors.

#FHtrends

Another difference between the two

involves sponsorship.

The Super Bowl attracts a lot of brands and

official sponsors.

There aren’t any sponsors of The Dress. Any

brand association comes after the defining

moment. #FHtrends

Another way of looking at this is:

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Another way of looking at this is:

Established fan base

#FHtrends

Another way of looking at this is:

Established fan base + Sponsorship

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Another way of looking at this is:

Established fan base + Sponsorship =

(Noise)

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And we can all agree The Super Bowl is noisy.

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Brand messages, even if in real-time, get lost

really easily because there is an actual event

happening that people really care about.

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There was no event around The Dress.

#FHtrends

There was no event around The Dress.

(#sorrynotsorry)

#FHtrends

Another interesting thing we should consider

is consumer expectation.

#FHtrends

Consumers have higher expectations for

brands that jump into a live television event

like the Super Bowl, because the brand

knew that live event was going to happen.

#FHtrends

Consumers have higher expectations for

brands that jump into a live television event

like the Super Bowl, because the brand

knew that live event was going to happen.

But… the space is more crowded, so if the

brand fails, it isn’t as noticeable.

#FHtrends

When a brand leaps into a conversation

around The Dress and fails, it’s painfully

noticeable.

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Let’s take Pizza Hut for example:

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Let’s take Pizza Hut for example:

A brand that entered the space with both

the Super Bowl and The Dress.

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For the Super Bowl, Pizza Hut tweeted a vine

of Tony Romo with the caption “Tony Romo

reviews Triple Cheese Covered Stuffed

Crust.”

#FHtrends

It was a bit of a miss, and it got some eye

rolls… but that was pretty much it.

#FHtrends

Pizza Hut UK entered the space about The

Dress by posting an image of a pizza where

one slice was green.

#FHtrends

Pizza Hut UK entered the space about The

Dress by posting an image of a pizza where

one slice was green.

The caption read “OMG need your help. Is

this a different colour to you?”

#FHtrends

(I know, right?)

#FHtrends

Again, a bit of a miss, but this post didn’t get

eye rolls.

#FHtrends

It got WTFs.

#FHtrends

As demonstrated by Pizza Hut, brands often

enter the space of buzz-worthy content in

the same manner they enter into any other

Real-Time Marketing conversation.

#FHtrends

But with less time.

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But with less planning.

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But with less strategy.

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And a lot less .

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(I mean, green pizza.)

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But if the consumer expectation for the two

is different…

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But if the consumer expectation for the two

is different…

Shouldn’t the qualifiers for whether or not a

brand should take that leap be different,

too?

#FHtrends

Funny you should ask.

#FHtrends

Let’s consider a simple check list.

#FHtrends

Live Television Buzz-Worthy Content vs.

#FHtrends

Live Television Buzz-Worthy Content

Brand Saturation: Is there still room

for your voice, amongst all the saturation?

vs.

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Live Television Buzz-Worthy Content

Brand Values: Are your brand values

reinforced by posting in this space?

Brand Saturation: Is there still room

for your voice, amongst all the saturation?

vs.

#FHtrends

Live Television Buzz-Worthy Content

Brand Values: Are your brand values

reinforced by posting in this space?

Audience Overlap: Does your audience

overlap with the live television audience?

Brand Saturation: Is there still room

for your voice, amongst all the saturation?

vs.

#FHtrends

Live Television Buzz-Worthy Content

Brand Values: Are your brand values

reinforced by posting in this space?

Audience Overlap: Does your audience

overlap with the live television audience?

Audience Tolerance: Is the audience

accepting of brand voices entering the space?

Brand Saturation: Is there still room

for your voice, amongst all the saturation?

vs.

#FHtrends

Live Television Buzz-Worthy Content

Brand Values: Are your brand values

reinforced by posting in this space?

Audience Overlap: Does your audience

overlap with the live television audience?

Topic Alignment: Is your brand or

product naturally associated with the event?

Audience Tolerance: Is the audience

accepting of brand voices entering the space?

Brand Saturation: Is there still room

for your voice, amongst all the saturation?

vs.

#FHtrends

Live Television Buzz-Worthy Content

Brand Values: Are your brand values

reinforced by posting in this space?

Audience Overlap: Does your audience

overlap with the live television audience?

Topic Alignment: Is your brand or

product naturally associated with the event?

Audience Tolerance: Is the audience

accepting of brand voices entering the space?

Conversation Association: Are the

topics within the conversation ones you want your

brand to be associated with?

Brand Saturation: Is there still room

for your voice, amongst all the saturation?

vs.

#FHtrends

Live Television Buzz-Worthy Content

Brand Values: Are your brand values

reinforced by posting in this space?

Audience Overlap: Does your audience

overlap with the live television audience?

Topic Alignment: Is your brand or

product naturally associated with the event?

Consumer Expectation: Do

people expect your brand to participate?

Audience Tolerance: Is the audience

accepting of brand voices entering the space?

Conversation Association: Are the

topics within the conversation ones you want your

brand to be associated with?

Brand Saturation: Is there still room

for your voice, amongst all the saturation?

vs.

#FHtrends

Live Television Buzz-Worthy Content

Brand Values: Are your brand values

reinforced by posting in this space?

Audience Overlap: Does your audience

overlap with the live television audience?

Topic Alignment: Is your brand or

product naturally associated with the event?

Consumer Expectation: Do

people expect your brand to participate? Consumer Perception: Will consumers

perceive your brand in a positive light after

entering the space?

Audience Tolerance: Is the audience

accepting of brand voices entering the space?

Conversation Association: Are the

topics within the conversation ones you want your

brand to be associated with?

Brand Saturation: Is there still room

for your voice, amongst all the saturation?

vs.

#FHtrends

Live Television Buzz-Worthy Content

Brand Values: Are your brand values

reinforced by posting in this space?

Audience Overlap: Does your audience

overlap with the live television audience?

Topic Alignment: Is your brand or

product naturally associated with the event?

Consumer Expectation: Do

people expect your brand to participate? Consumer Perception: Will consumers

perceive your brand in a positive light after

entering the space?

Audience Tolerance: Is the audience

accepting of brand voices entering the space?

Conversation Association: Are the

topics within the conversation ones you want your

brand to be associated with?

Brand Saturation: Is there still room

for your voice, amongst all the saturation?

vs.

#FHtrends

So how many boxes need to be checked?

#FHtrends

As a general rule of thumb, on either checklist,

you should be able to confidently check

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3 out of the 4 boxes.

As a general rule of thumb, on either checklist,

you should be able to confidently check

#FHtrends

Taking these few simple steps to assess the

situation before diving in will do two things:

#FHtrends

Taking these few simple steps to assess the

situation before diving in will do two things:

Minimize the risk

#FHtrends

Taking these few simple steps to assess the

situation before diving in will do two things:

Minimize the risk

and

Ensure you belong in the space.

#FHtrends

In other words, it will keep you from leaping

into a tank of sharks, who will gobble you up

like a piece of pizza.

#FHtrends

(They don’t even care if the pizza is green.)

#FHtrends

Think before you leap...

#FHtrends

So that the leap you take,

#FHtrends

is a leap of confidence.

#FHtrends

Thank you.

FH Texas Planning & Insights

#FHtrends

Let’s connect.

Ryan Smith Abby Graves

@ryanpaulsmith ryan.smith@fleishman.com

@ajgraves920 abby.graves@fleishman.com

#FHtrends