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SOCIAL REAL-TIME MARKETING: WHY IT’S BECOME THE LAST RECOURSE IN THE AGE OF PAY-TO-PLAY SOCIAL MEDIA ANDY WHITE, DIRECTOR OF SOCIAL STRATEGY, SPROUT SOCIAL
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THUE MADSEN ANDY WHITE Marketing Operations Manager, Kissmetrics Director of Social Business Strategy, SproutSocial @ThueLMadsen @white Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. Andy is the man who provides strategy for Sprout and its customers. Before life at Sprout, his team transformed Audi of America into the world’s most engaged social brand. Always accessible via Snapchat, except when golfing.
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TABLE OF CONTENTS 1 What is RTM? 2 How and why did RTM evolve? 3 What is essential for successful RTM?
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RTM is social
SOCIAL RTM And it’s important to realize that, because the industry is now being weighted towards media, specifically paid media
SOCIAL RTM Because organic reach has fallen through the floor
SOCIAL RTM Which in turn has driven the push for branded content marketing
SOCIAL RTM The ‘viral’ holy grail: Twitter presents the only remaining opportunity for effective viral - read: organic, AKA ‘free’ - social media marketing.
SOCIAL RTM The three branches of ‘real-time’ social media: One-on-one engagement:
SOCIAL RTM “Prepared” Marketing:
SOCIAL RTM And true RTM: Brands adding value to a cultural conversation by reacting to the unforeseen in a timely manner.
SOCIAL RTM Wildcard: Snapchat Live & Stories SANS Institute @SANSInstitute
RTM’s short rise to prominence
SOCIAL RTM February 3, 2013, 8:38pm ET BLACKOUT AT THE SUPERBOWL!
SOCIAL RTM February 3, 2013, 8:40pm ET
SOCIAL RTM February 3, 2013, 8:46pm ET
SOCIAL RTM February 3, 2013, 8:48pm ET
SOCIAL RTM And on…millions and millions of free media impressions
SOCIAL RTM A year on — Super Bowl 2014 No unifying, dynamic storyline to react to One year to put into place process & procedure Overwhelming desire to recapture that lightning in bottle
SOCIAL RTM Brands become nothing more than color commentators
SOCIAL RTM And they start talking to one another
SOCIAL RTM Since then, the best of RTM has been nimble brands responding creatively to the unexpected
What goes into a successful piece of RTM?
SOCIAL RTM Common Threads of Success: Listen… know how to monitor at scale Trust… and understand your brand Empower… a small team Be Confident… in your creativity
SOCIAL RTM #1 : KNOW THYSELF • • • • Know your brand inside & out Know your audience Understand platform capabilities Understand implications of success and failure
SOCIAL RTM #2 : DEFINE YOUR PROCESS • • • • • Less is more. Who is responsible. What are their objectives? What are their legal or brand guidelines? That’s it.
SOCIAL RTM #3: START LISTENING • • • Understand what is being said around you. Be present. How should I listen?
SOCIAL RTM The War Room
SOCIAL RTM The Other War Room
KNOW YOUR AUDIENCE “ Brands have to have a deep understanding of their customer base. A marketer cannot deliver the right message to the right customer at the right time if she doesn't know precisely what her customers want and need MEGAN RITTER Salesforce
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Questions? THUE MADSEN ANDY WHITE Marketing Operations Manager, Kissmetrics Director of Social Business Strategy, SproutSocial @ThueLMadsen @white firstname.lastname@example.org email@example.com