talking real-time marketing at epharma west

REAL TIME MARKETING

EPHARMA WEST CONFERENCE

SAN FRANCISCO, SEPT 23, 2014

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“…the practice of brands engaging their audience via content, advertising, and product placement that is relevant to a specific current event or cultural happening. The content is most often in the form of a meme or graphic advertisement shared through social media channels.”

Source: Evergage

A DEFINITION

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From the shadow of

the Super Bowl

football field, Oreos

evolved social media

marketing

BREAKING THE MOLD

FOOLS PARADE

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Efforts to imitate

Oreos often fell short

and met cynical

reaction

ON TREND

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Yet Oreos had ridden

a growing

phenomena: from

Facebook to Twitter,

from Instagram to

Snap Chat, the

newsfeed is seizing

our attention

Americans spend over 12 hours a day

consuming media, sometimes

concurrently, the so-called ‘second

screen’

MADE IN REAL-TIME

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Oreos is a much

broader call-to-arms

for brands to evolve

their marketing in a

real-time world

Success, it turns out,

means you need to be

prepared and tooled

up

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PREPARATION, PREPARATION

The Oreos tweet was

18 months in planning

and preparation, a fact

largely missed at the

time

So what are the hall-

marks of success?

DATE SMARTER

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RTM Tip 1: Find

events or holidays

that fit your brand's

voice, purpose and

audience

A REAL THUMB-STOPPER

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RTM Tip 2: Be

timely, creative and

relevant to your

audience

TIMELY

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It doesn’t have to be

an event; you can tie

RTM to a significant

cultural moment

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“It's a way of looking at the brands you work with and colliding them ahead of time with the cultural calendar.”

Nils Leonard, Grey London

CREATIVE

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Do something that

stands out to

someone, makes his

or her day just a little

better, and creates a

memorable

experience

RELEVANT

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Add to the knowledge

or understanding of

those paying attention

FORCED ERROR

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RTM Tip 3: If it's

forced, and feels

forced, it will fail

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With data you can

anticipate serendipity.

Less about a quick-

witted response and

more about being

responsive – and

proactively so

FUTURE IN DATA?

Social

MediaMobile

Data

Prospective

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VinTank is building a

“geofence” around

every major wine

region in California

that alerts wineries

when an upmarket

prospect is driving,

staying or dining in

the vicinity

social media

monitoring

“For our wineries about 10% of their tasting room traffic comes from geo-fencing.”

Paul Mabray

GEOFENCING

social media

management

social CRM

platform

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Molson Coors ran

creative ads in place

of generic ads when it

was above 23 degrees

and sunny

The ads based on the

‘hot weather

conditions’ delivered

higher engagement

WEATHER & AUTOMATION

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“It’s not necessarily about developing creative in real time. It’s about having a creative approach that allows you to operate in real time.”

Bonin Bough, Mondelez

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REAL-TIME IN HEALTH

It’s about breaking out of

the campaign mentality and

marketing in response to,

and anticipation of, the

patient and provider

relationship, and a satisfying

outcome to treatment

Find ways to be present:

• Guide the patient in their

understanding of their disease and

for diagnosis

• Help prepare the physician and

patient for a productive office

visit

• Enable the patient to easily obtain

any required medicine

• Support and monitor the patient,

after the visit

• Be the point of knowledge

regarding your science

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A BROADER DEFINITION

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Disease

Awareness

Medical

Meetings

Spokes

peoplePoint of Care

STARTER IDEAS

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DISEASE AWARENESS

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MEDICAL MEETING

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"Twitter and ASCO have enabled internal and external dialogue, a very close dialogue with cancer communities and a better understanding of patients' unmet needs.“

Pharmaphorum

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SPOKESPEOPLE

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POINT OF CARE(ISH)

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THANK YOU!