make the most of your pr with real time tactics

REAL TIME MARKETING | OCTOBER 22, 2014

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MAKE THE MOST OF YOUR PR

WITH REAL TIME TACTICSOCTOBER 22, 2014

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REAL TIME MARKETING | OCTOBER 22, 2014 6


NEWS BREAKS IN SECONDS,

NOT HOURS


REAL TIME

MARKETING

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PUBLIC

RELATIONS


✚ Real time marketing should be a component of a larger

brand strategy

✚ New mindset

- Requires change in thinking

- Often, brands try to capitalize on what’s trending without

objectives in mind

- Must have a flexible plan

✚ Set your program up to react quickly

- Key brand-building component

- Requires a new playbook

- Be authentic, relevant and relatable

- Weigh the pros and cons

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A STRATEGIC MINDSET


✚ Real Time Marketing is not:

- Tapping into anything and everything

simply because it’s trending

- Capitalizing on trending or viral

content / imagery generates empty

“likes” and retweets

✚ Real Time Marketing is:

- A component of a brand’s overall

marketing and communications

strategy

- Connecting with culturally relevant

moments

BE RELEVANT, BUT BE SMART

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RTM aligns your brand with breaking news and trends…

By developing messaging that is relevant to breaking

news and trends, you are creating content that people will

want to share


✚Marketing Landscape

- Growing increasingly digital

- What does this mean for PR

practitioners?

✚ The Bottom Line

- News breaks fast and cycles fast

THE AGE OF “NOW”

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WHAT’S DRIVING REAL TIME?

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Consumer Behaviors

Constantly Exploring

Always on Social

Networks

Short Attention Spans

(Long Memories)

Brand Behaviors

Increased Competition

More Opportunities

Technology

Crowded social

environment


PLANNED CALENDAR EVENTS

Super Bowl

World Cup

Olympics

Academy Awards

Black Friday

OPPORTUNISTIC-DRIVEN

iPhone Launch

Polar Vortex

Outcomes from anticipated events

BRAND EVENTS

Product launches

Media and customer-facing events

Content planned in advance based

on a planned event

Editorial calendar

BREAKING/TRENDING NEWS

Bendgate

Dunk in the Dark

“Sharknado”

Current Event

Driven or

Cultural Driven Injecting your brand

into the

conversation

INJECTING YOUR BRAND INTO THE CONVERSATION


INSERTING YOUR BRAND INTO POP CULTURE MOMENTS

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STRATEGY AUDIENCES DISTRIBUTION MEASUREMENTTRIGGER

Planned or

spontaneous event

Content

- Paid, Owned,

Earned, Shared

Engagement

- Influencers

- Direct to

Consumer

- Other

Direct

Communication

- Multimedia,

Visual, Text

Experiential

- Online

Engagement

• Post, Tweet,

Promotion

Offline

- SOV

- Engagement

- Impressions

- Tone

- Coverage

Define objectives &

outcomesProcess for monitoring

results


“Draft” the Right Team:

✚ News

✚ Social

✚ Data

✚ Fast thinkers, writers and visual creators

✚ Directly connected to key news media, publishing and social

channels

✚ Strong legal, technical and creative understanding

✚ Stand-by integration with legal teams

✚ Fast collaboration

✚ Disciplined strategic mindset

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CREATING A REAL TIME TEAM


✚ Have content creators ready

- Blog posts

- Visuals

- Research

- Social engagement

- Copywriters

✚ Track trending data 24x7

- Trending news (Google Trends)

- Trending social (Twitter & Facebook)

- Trending search (Google Trends)

- Overall (i.e. Sysomos)

- ID influencers (i.e. Traackr)

✚ Plan, plan, plan

✚ Practice, practice, practice

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BE PREPARED


✚ Video

- Girl Scouts: World Cup “Luis

"Samoa" Suárez Bites a Thin Mint”

- Watch the video here

✚ Infographics

- MWW: “What Mattered More:

2014 State of the Union Address”

✚ Tweets

- Arby’s: Pharrell’s Grammy Hat

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HOW TO EXECUTE

https://www.youtube.com/watch?v=Fill3_0_S0Q&app=desktop


RESEARCH


✚ Research was compiled during the 2014 World Cup to determine the

efficiency of tapping into global trends

✚ But why did some brands succeed while other’s saw no impact or even

negative impact?

- 10 of the brands experienced negative impact because their poorly

planed, self-serving #WorldCup tweets didn’t give fans what they truly

wanted – soccer – on average decreasing their Twitter engagement by

47%

- The 8 brands with positive lift, were insightful, well-timed, and brand-

relevant when leveraging #WorldCup – on average, they saw an

increase in engagement of 279%

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REAL TIME MARKETING: DOES IT WORK?

Brands experienced a positive lift from

real time efforts

8/18+21,960% +377%


CASE STUDIES


✚ On September 24th, chatter started picking up on Twitter that the

iPhone 6 was bending in people’s pockets, sparking #bendgate to

begin trending

✚ The candy brand heard the trending chatter and knew that

#bendgate aligned perfectly with their “have a break, have a

KitKat” slogan

✚ Within 30 minutes the brand had creative and copy ready to tweet

✚ Results:

- In the first 10 minutes – 100 retweets

- Less than an hour later – 1,000 retweets

- KitKat then promoted their tweet earning them – 23,000 retweets, 10,000

favorites, and an increase in a few thousand new followers

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KITKAT: #BENDGATE

“The candy brand's post has now eclipsed

Oreo's real-time marketing reign” – AdWeek


✚ For Super Bowl 2014, Audi executed the first successful Snapchat campaign

at scale, connecting the brand with Millennials during the game

✚ Idea: Authentically connect and entertain the Millennial demographic through

platform relevant content to drive online buzz

✚ Mission: Generate public online conversation through raw, privately-

distributed, humorous content to stay above the fray of marketing messages

flooding users’ Twitter feeds

- Audi used only simple photos and a smartphone to execute, in contrast to other

brands’ attempts at “real-time” videos and more complex initiatives

✚ Results:

- Audi drove the most mentions of any online automaker during the Super Bowl

- Twitter following grew by 2,500 and Facebook fan base by 9,000

- Snapchat fan base grew by 5,500 new followers on game day, and reached

10,500 new followers in 48 hours

- The campaign received 100,000 views on Snapchat and 2,400 mentions on

Twitter, reaching a total of 37 million newsfeeds

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AUDI: TAKING SNAPCHAT BY STORM ON SUPER BOWL SUNDAY


✚ When Mets’ second baseman Daniel Murphy missed 2014

Opening Day to take paternity leave, he was heavily criticized by

sports fans and sports media alike

✚ Among the criticism, diaper brand Huggies saw an opportunity to

tie back to their core values and support Murphy and his choice

to be with his wife and new born son

- In honor of proud dads using Huggies, the brand launched

#HuggiesSupportsDaniel in real time on Facebook and Twitter, sharing

that they would donate diapers to Diaper Network for mentions of the

hashtag

✚ Huggies’ initial tweet garnered 495 retweets and 767 favorites,

while their Facebook post received over 87,000 likes and 10,900

shares

- A few days following their initial tweet, Huggies announced that they had

donated 75,000 diapers to Diaper network thanks to consumer support

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HUGGIES: METS PATERNITY LEAVE


LOOKING AHEAD & TAKEAWAYS


✚ For many major brands, the holidays are one of, if not

the most critical time of the year

✚ The holiday marketplace is saturated and moves fast

- Your Real Time Marketing game must be on point to break

through the clutter and for your brand to be heard

✚ Keep an eye out for upcoming events with real time

opportunities:

- Thanksgiving

- Black Friday & Cyber Monday

- The “it” toy or product of the season, and major product

releases

- Device Week

- Beyond the New Year – awards season, Oscars and Grammys

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LOOKING AHEAD: ‘TIS THE SEASON FOR REAL TIME MARKETING


SOME THINKING ON HOW TO INSERT YOUR

BRAND OR CLIENT INTO THE CONVERSATION

✚ What is the appetite for injecting our brand into real time

conversation?

✚ Who is the audience we want to reach?

✚ Where is the best place to influence them?

✚ What other initiatives will the brand be involved in during this

time period?

✚ What is the competition doing? How can we stand out?

✚ Who do we need to mobilize?

✚ What tools do we need to have in place?

✚ How will we measure results?

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✚ Prepare

✚ Monitor

✚ News breaks / discussion trends

✚ Team analyzes

✚ Content created

✚ Distribution

✚ Measurement

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TAKEAWAYS


MWW304 Park Avenue SouthNew York, NY, 10010

[email protected]

@alissablate

mww.com

Alissa Blate

Executive Vice President,

Global Consumer Marketing Practice Leader

For more information, please contact:

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THANK YOU

mailto:[email protected]


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THE VOCUS FAMILY

About Vocus

Vocus is a leading provider of public relations software that enables professionals to

plan, execute and measure influencer-oriented campaigns in one integrated

platform. Communications professionals from over 120,000 corporations, agencies

and nonprofits use Vocus to access the world’s largest pitchable media and blogger

database, distribute press releases, manage influencer outreach, measure social

media activities, and analyze the effectiveness of communications campaigns.

Vocus is the parent company to PRWeb, Help a Reporter Out (HARO) and iContact.

It is headquartered in Beltsville, Maryland with offices in North America and Europe.

For more information, visit www.vocus.com, call (800) 345-5572, or follow on Twitter

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