REAL TIME MARKETING 101

You certainly know what this is

The Set Up:Feb 3rd 2013: Superbowl Finale

Disruption at the beginning of second period:Power shortage

Trending topic on Social Media

Oreo Twitter account tweets “Power out? No problem. ”+ picture

The Aftermath:On Twitter:+15 839 RT+6 524 Fav

On Facebook:+20 000 Likes+6 500 Shares

Result:525 000 000 earned impressions+ Headlines in over 100 countries

30 sec TV Ad cost: USD 4 milThis tweet cost: USD 0

FREQUENTLY ASKED QUESTIONS

Real Time Marketing: What? Practice of engaging audience with content relevant to a

specific event or happening

Picture, Video, Text…

Facebook, Twitter, Instagram, Snapchat…

Real Time Marketing: Why ? Insert the brand in a trending conversation, associate with buzz, further it, nurture it

Increase brand awareness, positive perception, interest in a product…

If cleverly done, enormous exposure for low budget (promoted post/tweet)

High engagement and conversion rate

Real Time Marketing: When ?

-April Fool Day-Christmas-Halloween-Tet Holiday

-Sport Match-TV Show-Ceremony

-Product Launch-Store Opening

-Breaking news

SPECIFIC DATE

BROADCASTED EVENT

ONE-TIME

EVENT

OTHER…

Real Time Marketing: When ?

SPECIFIC DATE

BROADCASTED EVENT

ONE-TIME

EVENT

OTHER…

-Sport Match-TV Show-Ceremony

-Product Launch-Store Opening

-Breaking news

UnplannedPlanned

-April Fool Day-Christmas-Halloween-Tet Holiday

SPECIFIC DATE

Event: April Fool Day

Nokia leverages internet passion for its 3310+April fool day to unveil this fake Nokia Lumia 3310

SPECIFIC DATE

BROADCASTE

D EVENT

Event: Superbowl 2013 Final Power Shortage

Needless to say more

BROADCASTED EVENT

ONE-TIME

EVENT

Event: Galaxy S5 Reveal at WMC

Nokia and other competitors trolled Samsung after Galaxy S5 reveal for its lack of innovative featured

OTHER…

Event: Volkswagen USA tweets about how they improved car wheels

Does this picture remind you of something ?

OTHER…

Event: Volkswagen USA tweets about how they improve car wheels

Audi responds to this Tweet and inserts itself in the conversation

Real Time Marketing: How ?

Work as a “Newsroom”• Scan Social Web• Be up to date on latest trends• Detect early buzzes• Use Social Listening Tools

RTM

Agile

Daring

Relevant

Creative

Funny

Opportunistic

Real Time Marketing: Things to Consider Know your target

RTM is not improvisation, it needs planning

RTM must be relevant to brand history, values and positioning. Brand must be legitimate to talk about a topic

Do not be a follower, start the conversation (or join one with a real added value)

A brand is not meant to comment each news or event. Careful with Newsjacking

Careful with Newsjacking

“The art of using news events or stories for marketing and advertising purposes.”

Can apply for inbound/content marketing as well

Use it once or twice, but no more

Careful with Newsjacking

Stay legitimate with your brand identity

Be daring and take risk, but do not cross the line

Avoid sensitive topics

Don’t be too greedy

Know the difference

What about the client ?

How to get approval without slowing down the process and miss the window ?

Put new processes in place to speed up the approval process.

1. Establish Relationship of trust with client, integrate him from the start

2. Get a quick yes/no answer from one of senior executive on client’s side

How to measure impact of RTM?

Metrics:-Number of Fans/Followers-Lead Generation-Demographics-Traffic

Social listening tools

CASE STUDY 1: #SNCFAIL

Case Study 1: #SNCFailSNCF is France’s Railway Company

A few weeks ago, news reported that SNCF ordered 2000 new trains to renew their fleet

Problem: these trains are too wide to enter train stations

Every media commented on this scandal

How can a brand insert itself in this huge buzz/trending topic ?

Case Study 1: #SNCFailReaction 1

Durex is an international condom manufacturer. Durex Play is a Lubricant Gel

The message :“Dear SNCF, with this it will go smooth”

Relevant with brand personalityShowcase product and product benefit

Case Study 1: #SNCFailReaction 2

Marc Dorcel is a French company producing pornographic moviesRocco Siffredi is a porn actor known for having a very (very) big penis

The message:“There are no trains that are too largeThere are only tracks that are too narrow”

Case Study 1: #SNCFailReaction 3

Curly is a French Brand producing crackers and snacks

The message:“Whatever their size, Curly always find theGood way to go to your mouth”

CASE STUDY 2: OASIS

Case Study 2: Oasis

Oasis is a French Brand selling fruit juices

With their agency Marcel (Publicis) they Launched a strategy of both brand content + real time marketing

Each time the brand speak, it features these fruitsEach fruit is treated as a character (name, relationship with others, background…)

They KILL IT at RTM !

Case Study 2: OasisReaction to Cannes Festival

Case Study 2: OasisReaction to airing of Game of Thronesseason 4

Case Study 2: OasisReaction to Kanye West wedding

Case Study 2: OasisInternet Meme Spoofing

BRANDS REACTIONS TO EASTER 2014

BRANDS REACTIONS TO APRIL FOOL

http://www.youtube.com/watch?v=4YMD6xELI_k

BRANDS REACTIONS TO ROYAL BABY

Steps to prepare for RTM

INVOLVE CLIENT FOR VALIDATION

AND BUSINESS

GOALS

LISTEN

CHOOSE EVENT/CONVERSATION TO INSERT BRAND IN

EVALUATE AND

IMPROVE

REAL TIME MARKETING

Relevant

InsightfulCreative

Real Time Marketing in a nutshell

To Sum Up

RTM

#1 Scan the web, listen to the trending topics

#2 Be relevant and Legitimate

#3 Right content, right audience, right time

#4 Be useful while entertaining

What’s next ?

Geolocalisation with Real Time Marketing ?

Personalized Real Time Marketing ?

Thank You !

Who Am I ?

Marc-Antoine MALASPINAAged 24

I’m looking for a job !

@IamMarcomalas

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