realtime marketing now
TRANSCRIPT
Gary J. NixFounder, Principal Strategist & Consultant
@Mr_McFly#RTMnow
FEBRUARY 3, 2013
FEBRUARY 3, 2013
FEBRUARY 3, 2013
Images courtesy of Jinhwan Kim & kesaryvamshi from the Noun Project
Whyyyyyyyyyyy?
• Why are we using this channel?
• Have we invested fully on this channel?
• Do we belong on this channel?
• What value do we bring to this channel?
• Are we starting a new conversation?
• Why would people be interested in this conversation?
• What value do we bring to this conversation?
• Are we jumping into an existing conversation?
• Do we know what this conversation is about?
• Do we even belong in this conversation?
• What value do we bring to this conversation?
• Why are we using this channel?
• Have we invested fully on this channel?
• Do we belong on this channel?
• What value do we bring to this channel?
• Are we starting a new conversation?
• Why would people be interested in this conversation?
• What value do we bring to this conversation?
• Are we jumping into an existing conversation?
• Do we know what this conversation is about?
• Do we even belong in this conversation?
• What value do we bring to this conversation?
• Why are we using this channel?
• Have we invested fully on this channel?
• Do we belong on this channel?
• What value do we bring to this channel?
• Are we starting a new conversation?
• Why would people be interested in this conversation?
• What value do we bring to this conversation?
• Are we jumping into an existing conversation?
• Do we know what this conversation is about?
• Do we even belong in this conversation?
• What value do we bring to this conversation?
PLANNING
PLANNING
structure
PLANNING
flexibilitystructure
PLANNING
STRATEGY (STRUCTURE) EXECUTION (FLEXIBILITY)
1.LISTEN & GAIN INSIGHTS2.IDENTIFY RTM GOALS3.INTEGRATE RTM INTO
OVERALL STRATEGY4.DEFINE TIME & ESTABLISH
EXPECTATIONS5.ESTABLISH GUIDELINES &
PROCESSES6.ANTICIPATE THE NEGATIVE
1.ASSEMBLE TEAMS & TOOLS2.PRIORITIZE PROCESSES3.TRAINING & PRACTICE4.KPI IDENTIFICATION &
MEASUREMENT5.EVALUATE PERIODICALLY6.REPEAT with IMPROVEMENTS
1 Listening
Image courtesy of World Wrestling Entertainment
Start with a brief to define why we are doing what we’re doing. What do we want to accomplish? Who is our audience? Etc.
Explore and build out topics based on desired themes or topics.
Select keywords and phrases and link them together using “AND” or “OR” statements.
Break query results into relevant categories based on attributes such as content type and sentiment.
Crafting the findings into truths that will help guide the principles that lead content creation and publishing.
2 Define goals
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3 RTM integration
4 Defining time/setting expectations
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Image courtesy of Nicholas Menghini from the Noun Project
5 Guidelines & processes
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6 Anticipate the negative
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Image courtesy of David Padrosa, Alv Jørgen Bovolden & Arthur Shlain from the Noun Project
7 TNT
8 Prioritize processes
Map out as many situations as possible so that you are prepared and see which ones can be easily repeated.
Make sure all stakeholders know how to handle situations including:• What should and should
not be responded to;• Who is in charge of
responding;• Where are the brand risks• When to escalate to legal
9 Practice
10 Identify metrics
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interest
• reach, impressions, awareness
• site visits, fans & follows, familiarity
• likes & shares, # of posts, consideration
• participation, branded posts
• stories created, active advocates
interest
• reach, impressions, awareness
• site visits, fans & follows, familiarity
• likes & shares, # of posts, consideration
• participation, branded posts
• stories created, active advocates
interest
involvement
• reach, impressions, awareness
• site visits, fans & follows, familiarity
• likes & shares, # of posts, consideration
• participation, branded posts
• stories created, active advocates
interest
involvement
interaction
• reach, impressions, awareness
• site visits, fans & follows, familiarity
• likes & shares, # of posts, consideration
• participation, branded posts
• stories created, active advocates
interest
involvement
interaction
intimacy
• reach, impressions, awareness
• site visits, fans & follows, familiarity
• likes & shares, # of posts, consideration
• participation, branded posts
• stories created, active advocates
interest
involvement
interaction
intimacy
influence• reach, impressions,
awareness• site visits, fans & follows,
familiarity• likes & shares, # of posts,
consideration• participation, branded
posts• stories created, active
advocates
interest
involvement
interaction
intimacy
influence• reach, impressions,
awareness• site visits, fans & follows,
familiarity• likes & shares, # of posts,
consideration• participation, branded
posts• stories created, active
advocates
11
EVALUATE
The good, the bad & the meh
12 Do it again
Image courtesy of World Wrestling Entertainment
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