womma rtm aggregated desk

REAL TIME MARKETING THE NEW PRIME TIME OR THE LATEST SHINY OBJECT?November 19, 2013

2

#RTM #WOMMASummit@zenaweist

@chriskooluris

@stephfinee

@tecalewellyn

@rickmurray

3

PANEL RULES

Please don’t talk about your own stuff.

With all respect to our friends at 360i and our clients at Mondelez, let’s not talk about Oreos.

4

Why does every brand in the super market have to talk?

When will brands stop getting excited on Cinco De Mayo?

Why is everyone chasing Oreo?

When will brands stop being so conservative and just act?

5

REAL TIME MARKETING DEFINITIONUsing data analytics with a process flow to shift marketing messaging in real time or near real time.

REAL TIME MARKETINGTHE HOW• Process: Not a Project

• Ongoing Newsroom: Not Campaign

• Brand Relevant: Not Buzz Wedge

6

REAL TIME MARKETING IN ACTION

7

REAL TIME MARKETING IN ACTION

8

REAL TIME MARKETING IN ACTION

9

REAL TIME MARKETING DEFINEDrel • e • vance [rel-uh-vuh ns] NOUN

The condition of being relevant, or connected with the matter at hand: “Some traditional institutions of the media lack relevance in this digital age.”

10

GETTING IT RIGHT

11

GETTING IT WRONG

• News and Clever Branded Copy = Social Media Graphic

• Single Channel Approach

• No Tie-back to Business, Marketing or PR Goals

12

WHY IT MATTERS

Exposure to Real Time Marketing Increases Likelihood to be Aware, Learn More, Discuss and Consider.

Source: GolinHarris Global RTM Study, 201213

WHAT’S NEXT FOR

REAL TIME MARKETING

14

CASE STUDIES#SWIMFORRELIEF

• 48 Hour Charity Swim by Diana Nyad for Hurricane Sandy Recovery

• Nailed the Timing

• Live Tweeting from Several P&G Brands

• Strong CTA for Consumers

• Huge Earned Impressions

16

CASE STUDIES@Charmin

• Awesome job with being current while taking on potty humor

• It dares to push the limit on potty humor: “It’s National Coffee Day and we’re here for you. #YouKnowWhy #tweetfromtheseat”

17