trendology: data driven real time marketing by chris kerns

PowerPoint Presentation

TRENDOLOGY:DATA-DRIVEN REAL-TIME MARKETING

Chris KernsVP of Research & Insights, Spredfast

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#SocialPro #13a@ChrisKernsFeb 26th

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Intro to Real-Time Marketing RTM hype vs. data The different forms of RTM

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#SocialPro #13a@ChrisKernsWere going to walk through three main points.

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1) Intro to Real-Time Marketing

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#SocialPro #13a@ChrisKerns

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2) RTM hype vs. data

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#SocialPro #13a@ChrisKernsAll we hear about RTM today are the moonshots - the huge, successful stories that come from big events.

We hear that if you can win an event on social, then RTM makes sense. But if you cant, then RTM is just a risk for your brand. It makes you look silly and desperate as a brand, The audience doesnt want you in their social conversations, so why even try? Its a lottery ticket, so stay away.

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#SocialPro #13a@ChrisKernsHeres a collection of headlines over the past few years to demonstrate the current temperature for RTM in the press.

So these are funny, but what youll notice is that they are all opinion. None of them include any data about RTM - if it works, or doesnt work.10

Interest / ConversationData-Driven Thinking

ListeningSEORetargetingOPPORTUNITY

Real-TimeMarketing

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RTs: +2,590%Favs: +3,464%@DunkinDonuts usually sees:

126 RTs132 Favorites

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#SocialPro #13a@ChrisKerns+5,400%+2,822%+511%+2,900%

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#SocialPro #13a@ChrisKernsFinservPharmaThe Rolling Stones13

106/126+539%

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#SocialPro #13a@ChrisKerns106/126 brands saw a bump

Avg RTs: +539%Avg Favs: +8,918%

This shape is called the RTM Wave, and youre going to see it again and again as you look at the performance of RTM. It has two major properties:

Far more brands are succeeded then failing with RTMThe success that brands are seeing with RTM far outweighs any losses

This is not a winner take all distribution. This shows a long tail of success, even if you dont win.14

3) The different forms of RTM

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#SocialPro #13a@ChrisKernsThe four quadrants of RTM:

Planned: you know its coming, you can do this ahead of time

Opportunistic: a micro-event within a big event (like the Super Bowl blackout.) for this you need a quick response team ready to go, but theres tons of attention for you as a big opportunity.

Watchlist: A known topic, but you dont know when the event is going to happen (or even if it will happen, it just MIGHT happen)

Everyday: daily trends that you cant see coming, you need to be responsive to

Brands can take advantage of all these different situations, you just need a different framework to be ready for each of them.16

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Star Wars Day

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#SocialPro #13a@ChrisKernsThis CocaCola Tweet received +389% RTs, +275% Favs vs. historical norms18

+536%+511%+125%+525%

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Star Wars Day: Most Impressive17/20+138%

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#SocialPro #13a@ChrisKerns17/20 brands saw bumps in engagement and sharing from their audience when talking about this event.

Average Retweet bump: +138%

Average Favorites bump: +115%20

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Start with Opportunistic21

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#SocialPro #13a@ChrisKernsTGIFridays: 23X the engagement they usually see

Trident: 200X more engagement than usual

Snickers: usually gets 7 Retweets and 5 Favorites.They got 46K and 21K

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The Bite Felt Round the World9/10+4,700%

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#SocialPro #13a@ChrisKerns9/10

Median bump in RTs: +4,700%23

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#Blizzardof2015

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+233%+166%+1,811%+599%

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#BreakTheInternet

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#SocialPro #13a@ChrisKerns31X normal level of retweets28

#BreakTheInternet RTM PerformancePerformance vs. Average 2014 Performance

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#SocialPro #13a@ChrisKerns10/11 brands saw huge bumps in engagement and sharing from their audience when talking about this event.

Average Retweet bump: +6,260%, median +2,000%

Average Favorites bump: +4,709%, median +2,400%29

+964%Best Performing Content+21,155%+692%+6,349%

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#SocialPro #13a@ChrisKernsMore data, more insights are in Trendology, along with the right way to build a data-driven RTM team, what the future of RTM holds, and how to build an RTM methodology that leverages data and analytics to gain an edge.31

THANK YOU!

JOIN US @SMX WESTSAN JOSE, CAMARCH 1-3, 2016

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