![Page 1: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/1.jpg)
Clarifying the Hype and Role
of Real-Time MarketingJuly 2013
![Page 2: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/2.jpg)
Today’s Takeaways
What is Real-time Marketing?
Why Should I Care?
When Do I Need It?
1
2
3
![Page 3: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/3.jpg)
It all started in the dark.
![Page 4: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/4.jpg)
![Page 5: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/5.jpg)
One little cookie changed marketing.
![Page 6: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/6.jpg)
With a simple branded message
![Page 7: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/7.jpg)
![Page 8: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/8.jpg)
![Page 9: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/9.jpg)
Several Brands Did the Same Thing.
![Page 10: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/10.jpg)
“#WATERGATE”
![Page 11: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/11.jpg)
“Not every brand can have a team on standby for every major event, and it isn’t clear that these kinds of marketing coups have any major impact on sales.”
- Jared Keller
Bloomberg BusinessWeek
![Page 12: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/12.jpg)
And the Oscar for Forcing Relevancy Goes to…
![Page 13: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/13.jpg)
![Page 14: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/14.jpg)
THINKBEYONDPHOTOSHOP
![Page 15: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/15.jpg)
The Mechanics
Social Media Monitoring
Traditional Media Monitoring
Media Relationships
Creative Talent
Influencer Relationships
Knowing Your Brand
![Page 16: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/16.jpg)
Real-TimeMarketing
Newsjacking
YourBrand
![Page 17: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/17.jpg)
“The real-time Web has opened an opportunity for anybody to inject ideas into a breaking news story and generate tons of media coverage.”- David Meerman Scott
Author
![Page 18: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/18.jpg)
Oakley garnered $41 million in equivalent advertising time“Oakley and the Chilean Miners – Publicity Goldmine” Love Hate Advertising. October 22, 2010.
![Page 19: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/19.jpg)
The mechanics of Real-Time Marketing are quite similar to what’s needed to Newsjack a story.
Smart Real-Time uses both to provide value to a brand.
“How to Newsjack Your Way into the Media.” Excerpt provided by Hubspot. David Meerman Scott.
![Page 20: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/20.jpg)
“The Real-Time Marketing Drum Beat Gets Louder, as Agencies, and Brands Sing On” eMarketer. May 7, 2013.
The positive impact of Real-Time Marketing is Real.
![Page 21: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/21.jpg)
![Page 22: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/22.jpg)
Being in the Moment
![Page 23: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/23.jpg)
On November 1 the Mayor Newark Cory Booker tweeted to one of his city’s residents who was “running out of hotpockets”
Hot Pockets responds with letter and 100s of coupons for free product for Newark residents.
![Page 24: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/24.jpg)
Tweets: 3,022Reach: 22 million
![Page 25: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/25.jpg)
Total reach: 211.2 million
Twitter• 3,022 tweets• 22 million reach
Online• 51 articles• 187.4 million reach
Broadcast• 13 shows• 1.8 million reach
![Page 26: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/26.jpg)
When does it make sense?
Pay attention during major national news stories
Be present during events the brand is actively participating in
Make sure the response is Brand Relevant and not just noise.
![Page 27: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/27.jpg)
Measuring Results
Social Engagement Story Placement Positive Share of Voice Positive News Coverage
![Page 28: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/28.jpg)
And Sales..?
One isolated success. Not going to move the
needle.
Campaign driven or several newsworthy successes moves the
needle
![Page 29: Clarifying the Hype and Role of Real-Time Marketing July 2013](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d095503460f949da929/html5/thumbnails/29.jpg)
thank you
Chris Baccus. GolinHarris. Executive Direct Digital