building relationships through real-time relevance
DESCRIPTION
Global Marketing is immensely complicated, but you can leverage information and technology to create individual moments of connection that build lasting impact for a brand. Creating content that is relevant to each user’s brand experience requires a unique understanding of consumer’s motivations.TRANSCRIPT
#TDISXSW
now where are the flowers?We built the beehive,
#TDISXSW
Jon-Paul Jacques – Executive Creative Director, Blue Hive ShanghaiLizz Linabury – Senior Digital Strategist, Team DetroitScott Mills – Director, Brand Strategy – Digital, Team DetroitStuart O'Neil – Executive Creative Director, Team Detroit
#AlwaysOn
Achieving Real-time Relevancy:Moving at the speed of you
#AlwaysOn
#TDISXSW
Defining Real-time Relevancy
#AlwaysOn
#TDISXSW
SXSW // The term “real-time relevancy” may seem like the latest buzzword is marketing bingo, but it’s something that companies are placing a lot of value and weight in, but what is it? What does it mean to you?
#AlwaysOn
#TDISXSWElements of Relevant Communication
• Have a deep understanding of your brand and your audience
• Create relevant connections with the brand
• Project a consistent expression of the brand
• Evolve the conversation based upon metrics
• Create unexpected moments of connection
#AlwaysOn
#TDISXSW
Delivering Value in Real-time
#AlwaysOn
#TDISXSW
SXSW // What’s the value or benefit of communicating in real-time? How do you prove this to a company or client who might have apprehensions?
#AlwaysOn
#TDISXSWMeasuring the Effectiveness of Real-time#AlwaysOn
• Which tools offer the best metrics to help you modify and evolve your communications?
• Can you correlate real-time communications directly to sales?
#TDISXSW
Supporting the Real-time Model
#AlwaysOn
SXSW //
#TDISXSW
How are you approaching real-time relevancy?
#AlwaysOn
#TDISXSWBuilding a New Structure
• You must realign your staff to create deeper collaboration across disciplines, resulting in quicker, targeted communications.
• Choose not to rely on traditional models (e.g. Facebook) – Surprise and Delight your audience with the unexpected
• If you don’t have the answer, connect consumers with an authority who does
#AlwaysOn
#TDISXSW
Sharing Real-time Examples
#AlwaysOn
#TDISXSW
SXSW // What companies or brands do you think are doing real-time relevancy well?
#AlwaysOn
#TDISXSWReal-time Examples
• Who were the early adopters of this model?
• How does this model differ across cultures?
#AlwaysOn
#TDISXSW
Evolving Real-time Relevancy
#AlwaysOn
#TDISXSW
Ford + Vine
#TDISXSW
SXSW // What have you learned? What are some of the pitfalls to avoid?
#AlwaysOn
#TDISXSWLearning by Doing
• What are examples of opportunities you may have missed?
• Know that a plan cannot account for every scenario and continuously reevaluate your efforts
#AlwaysOn
#TDISXSWThank You.
• Connect with Team Detroit
– Twitter– Instagram– Tumblr– Facebook
#tdisxsw#AlwaysOn
#AlwaysOn