#furtherfaster 1: real-time marketing

Real-Time Marketing#FURTHERFASTER

@olisnoddy@LukeTownsin

Saturday, May 18, 13

Agenda

Twitter intro to RTM

Paul McCrudden, AMV BBDO

Sammy King, W+K

Mark Carroll, TMW

David Schneider

@TwitterAdsUK


#FurtherFaster@TwitterAdsUK

@TwitterAdsUK


@TwitterAdsUK


@TwitterAdsUK@TwitterAdsUK



Fast news240k Tweets in first few hours


@TwitterAdsUK

Fast culture


@TwitterAdsUK

#RyanGoslingWontEatCereal


@TwitterAdsUK

Unless it’s Cap’n Crunch


Twitter is the shortest distance between youand what interests you most

@TwitterAdsUK


@TwitterAdsUK

Super Bowl #blackout231K Tweets-per-minute

@TwitterAdsUK


@TwitterAdsUK

Would you just look at this owl, isn’t it great? #SuperbOwl pic.twitter.com/NCF2HOAV

Emergency Cute Stuff@EmergencyPuppy

@TwitterAdsUK


Oreo Cookie@Oreo

Power out? No problem.pic.twitter.com/dnQ7pOgC

@TwitterAdsUK


@TwitterAdsUK

= memesmoment


@TwitterAdsUK

memesmoment ≠


@TwitterAdsUK

moment = relevance


@TwitterAdsUK

moment = relevance

interests

intent


@TwitterAdsUK

In this sea of real-time content, does your brand message consistently rise to the top?


@TwitterAdsUK

content strategy

ALWAYS ON

CONTENT CALENDAR

SCENARIO PLANNING

REAL-TIME RESPONSE


@TwitterAdsUK

1. Plan for everyday marketing moments


@TwitterAdsUK


@TwitterAdsUK

2. Create a winning content calendar



French Connection


@TwitterAdsUK

3. Plan for the best scenarios


@TwitterAdsUK

4. Expect the worst scenarios


@TwitterAdsUK

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Dogging Tales: 118k Tweets


@TwitterAdsUK

5. Speed can be a key differentiator



#ThankYouSirAlex1.4m Mentions in first hour



#NandosFergieTime


@TwitterAdsUK

Every Tweet creates a moment


@TwitterAdsUK

Every campaign creates a moment


@TwitterAdsUK

Plan for the moment


DoritosPaul McCrudden, AMV BBDO

@crudden


AMV BBDO Twitter #FurtherFaster May 15, 2013


AMV BBDO May 15, 2013Twitter #FurtherFaster

Twitter & AMV BBDO



The brand platform



Driving loyalty and household penetration

&




Doritos make any party be0er

&




Doritos make any party be0er

&

#DoritosParty



Our comms principles on Twitter



Our comms principles on Twitter#DORITOSPARTY



Our comms principles on Twitter#DORITOSPARTY

DISTINCTIVE TONE OF VOICE



Our comms principles on Twitter

PLAN AND REACT AROUND OUR FANS

#DORITOSPARTY

DISTINCTIVE TONE OF VOICE



Planning for the MomentEaster HalloweenFreshers’ Week ChristmasBank holidays

• Microspikes to drive sales outside of campaign periods• Promoted Trends & Promoted Tweets



Personalised image replies



Personalised Halloween pics



Stay



#Doritos Mural



#DoritosNameThatTune



How we Plan and React

BRIEF &APPROVAL

Account teamBrand team

IDEAS &SOCIAL LISTENING

Social Content ManagerCommunity Manager

CREATEDesigners

Crea?ve Produc?onSocial Content Manager

ACTIVATESocial Content ManagerCommunity Manager



Reacting in the moment



Ross Noble Twitter Bomb



Plan%for%the%moment,%preparing%campaign%assets%in%advance%

Integrate%all%year%round%

Make%it%easy%and%fun%for%fans%to%engage%

Go%the%extra%mile%


AMV BBDO May 15, 2013Twitter #FurtherFaster [email protected]@crudden


ThreeSammy King, W+K

@sammyisking


Making marketing work in the moment, setting yourself up

for anticipating and leveraging the response.


brand lovebrand fame

+


I like this and I think you’ll like it

too.Saturday, May 18, 13

#DancePonyDance


@TwitterUK | Confidential

TV + Twitter generated 200k # mentions over 17 days.

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#DancePonyDance"Men8ons"

Source: Topsy Pro


+= 25% of #DancePonyDance Tweets

contained the ad



TV was integral to spread and success of the campaign.

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Total"Ad"Impacts" #DancePonyDance"MenAons"

Source: Topsy Pro



Ad placements over the initial weekend targeted social TV and peak time moments.

0"

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Source: Topsy Pro


Social TV helped drive significant conversation around the ad.

v.

ALAN CARR: CHATTY MAN

2M viewers

2.1K Tweets (first 10 mins)

CORONATION STREET

8M viewers

2.4K Tweets (first 10 mins)

source: SecondSync 2013



Reward ads didn’t drive as much Twitter activity - call to action not as prominent.

0"

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Source: Topsy Pro


Reward ads celebrated the conversation that had gone before.


TL;DRMake the hashtag integral to the campaign.

Work the spotlight.

Treat people how you would like to be treated yourself.

Plan media around social TV and key brand moments.


Thanks.@sammyisking@W2Optimism

@ThreeUK


LynxMark Carroll, TMW

@themarkcarroll


PLANNING FOR THE UNPLANNED

@TheMarkCarroll


45,000 followers

1.1 Million Facebook Fans


Our approach to social

Campaign

Snackable

Conversational


Always On approach for over a year now…


We can avoid this


@imjustmikeSaturday, May 18, 13

FANS WILL LOVE YOU

@DanyPeschlHATERS GON’ HATE


What about when things just happen...


This is Les


@TwitterAdsUK


The show attracted 1.9 million viewers

#

Organically trending


Acknowledge and aim to own the conversation...


The element of surprise means no time to put

things out to the committee...

JUST DOING


Channel 4 dropped into twitter pop culture for that 24 hrs


Channel 4 dropped into twitter pop culture for that 24 hrs

Don’t forget

Channel 4 +1 AND 4OD


The following day...


Turning a negative into a positive


140 characters

Community Manager

Hashtag

TOOLS?


Heroes can be made by dropping the

corporate rule book and getting real...

Understand your audience

BUT


Would we do anything differently? Saturday, May 18, 13

NOT SURE IF PERFECT

OR...........Saturday, May 18, 13

Keyword targeting.

Promoted tweets - on the night and next day.

Media support


Always listening


Client trust

Always listening


Community manager

Client trust

Always listening


Planned always on as a practice ground

Community manager

Client trust

Always listening


Twitter gave us access

Without that we might have been left watching as our brand got shafted (in the back of a car)


Thank you...

@TheMarkCarroll

@TMWagency

@LynxEffect

makemeasocialmediaexpert.com


David Schneider@davidschneider


Real-Time Marketing#FURTHERFASTER

@olisnoddy@LukeTownsin


#furtherfaster 1: real-time marketing

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