Dx3 Canada - 5 Things You Need to Know About Real-Time Marketing

transcript

5 THINGS ABOUT RTM

•  Introduction

RTM THE CRAP OUT OF THIS TALK

•  Introduction

@DOCTORJONES

•  Introduction

@DX3CANADA

•  Introduction

#DX32014

WHAT IS IT

IT’S NOT NEW

TO DIFFERENT PEOPLE

IT MEANS DIFFERENT THINGS

CAN YOU MARKET IN REAL TIME?

HOW MANY WAYS

WE’RE ABSOLUTELY CRYSTAL CLEAR

BUT JUST SO

JUST SO MANY BETTER NAMES

IN REALITY, THERE ARE

TOPICAL MARKETING

ZEITGEIST MARKETING

RELEVANCY MARKETING

CONVERSATIONAL MARKETING

ALWAYS-ON MARKETING

LOOK HOW HIP WE ARE MARKETING

THIS KIND OF MARKETING

WE’VE DONE BLOGS, VIRAL, FACEBOOK, HASHTAGS, TUMBLRS, PINTEREST AND INSTAGRAM AND NOW WE DO

REAL-TIME MARKETING

FOR TODAY, WE’LL STICK WITH

KNOW YOUR BRAND

SOME REALLY TOUGH QUESTIONS

ASK YOURSELF

IS IT IN MY DNA? DO I HAVE THE INFRASTRUCTURE? AM I BRAVE ENOUGH, SMART ENOUGH AND DO PEOPLE LIKE ME?

DOES MY BRAND HAVE PERSONALITY? IS IT IN MY DNA?

DO I HAVE A SOCIAL PERSONA? IS IT IN MY DNA?

HAVE I BEEN RELATABLE IN THE PAST? IS IT IN MY DNA?

CAN I HAVE A HUMAN CONVERSATION? IS IT IN MY DNA?

AUTHORITY TO MOVE FAST? DO I HAVE THE INFRASTRUCTURE IN PLACE?

DEDICATED COMMUNITY MANAGERS? DO I HAVE THE INFRASTRUCTURE IN PLACE?

ART/COPY AT SPEED OF SOCIAL? DO I HAVE THE INFRASTRUCTURE IN PLACE?

AM I BRAVE ENOUGH, SMART ENOUGH AND DO PEOPLE LIKE ME?

“As you watch the game and #RTMbowl remember that for almost all brands, participation does not equal relevance. Right time; not real time.”

Ed Lee, Sr. Director Social Media, DDB Canada @edlee

BRAVERY

WIT (OR NOT)

RESTRAINT

KNOW YOUR AUDIENCE

ABOUT WHAT PEOPLE WANT

BE REALISTIC

DOES MY BRAND HAVE AN AUDIENCE? DO THEY WANT THIS CONTENT? WHEN & WHERE & WHY ARE THEY CONNECTING WITH MY BRAND?

BUILD IT FIRST, BUILD IT RIGHT DO I HAVE AN AUDIENCE?

STUDY WHAT PEOPLE DO ON SOCIAL

DO THEY WANT THIS CONTENT?

WHAT ARE THEY SAYING? WHAT DO THEY WANT FROM YOU?

PREPARE TO FAIL…

MEASURE WHAT MATTERS

ABOUT WHAT ACTUALLY MATTERS

BE HONEST WITH YOURSELF

GOOD = SOCIAL METRICS BETTER = BRAND MEASURES BEST = BUSINESS ACTIONS

CONTENT PERFORMANCE SOCIAL METRICS

AUDIENCE GROWTH

INTERACTION

DEMOGRAPHICS

IMPACT ON BRAND HEALTH BRAND MEASURES

CHANGING THE BRAND VOICE

SENTIMENT

PURCHASE INTENT

SHARE OF VOICE

DEMOGRAPHICS

LOYALTY

DRIVING THE BOTTOM LINE BUSINESS ACTIONS

SITE/RETAIL VISITS

CRM/LOYALTY

PURCHASE FUNNEL

COUPONING

FOCUS GROUPS

BRAND AMBASSADORS

1.  WHAT IS IT?

2.  KNOW YOUR BRAND

3.  KNOW YOUR AUDIENCE

4.  PREPARE TO FAIL

5.  MEASURE WHAT MATTERS

THANK YOU

@DOCTORJONES DAVE@DAVEJONES.CA