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ENGAGING THE GLOBAL MIND
NOVA SPIVACKSXSW 2013
FIXING FILTER FAILUR
E
Nova SpivackCEO, Bottlenose
http://bottlenose.com
@novaspivack@bottlenoseapp#bottlenose
HOW TO TAP THEGLOBAL MIND FOR REAL-TIME MARKETING
The Now has Changed
• Shorter• Higher Resolution
The New Now
ZeptosecondsTo
Nanoseconds
MillisecondsTo
Seconds
Seconds To
Minutes
MonthsTo
Quarters
YearsTo
Decades
MORE IS HAPPENINGIN LESS TIME
THE PULSE OF THE NET IS GETTING FASTER
clockrate
A cultural shift
A focus on the present rather than past or future.
Nature Machines Data
Agriculture Industry Information
A focus on the Past
A focus on the Future
A focus on the Present
NOWISM
• Live Experiences• Real-Time
Participation• Instant
Gratification
Months Hours Seconds
PC Web Stream
THE NATURE OF THE STREAM IS UNLIKE ANY MEDIUM BEFORE IT.global,
immediate, fully interactive
THE MESSAGEIS THE MEDIUM
THE STREAM IS MORE LIVE & REALTIME THAN TV & RADIO EVER WERE
THE STREAM IS ALSOMORE NOISY
TOTALINFORMATION
OVERLOAD
I get 13,000 messages/day
“It’s not information overloadIt’s FILTER FAILURE”
- Clay Shirky
HOW DO WE MAKE SENSEOF THE STREAM?
SocialMonitoring
SocialAnalytics
Social Discovery
FuturePresentPast
2013
2012
2014
TAG CLOUDSARE NOT SUFFICIENT
NOWCASTING
ENGAGING THE STREAM is different
Think Like A Media Empire
• Continuous monitoring
• Live content creation
• Real-time marketing
• Instant engagement
SOCIAL MEDIA IS MEDIA, BUT IT’S DIFFERENT
Stage 1“Week Marketing”
Weeks to Months
Stage 2“Day Marketing”
Hours to Days
Stage 3“Now Marketing”
Minutes to Seconds
FEEDBACK LOOP
CASE STUDI
ES
Razorfish• State of the Union• Brand Advertising
Fleishman-Hillard • General Motors• State of Illinois• Black Box
More• Hollywood Report –
Golden Globes• ADWEEK - Superbowl
Razorfish – NFL Promoted Tweets
1. Real-time Social Data used to target NFL and NBA Twitter ads• Ad targeting is dynamically
optimized to follow social conversation
• Yielded 17.5% national engagement rate compared to 1-2% national average
2. Matt Ryan real-time targeted promoted tweet campaign yielded 12.4% engagement
3. Russell Wilson social ad campaign yielded 12.9% engagement
43- CONFIDENTIAL -
Razorfish – State of the Union 2013
Live Marketing for NO LABELS during State of the Union 2013• Used Bottlenose
Sonar to piggyback on trending hashtags
• Created live content to target hot topics and influencers
• 17.5M impressions in Feb
• 88% during SOTU
Successfully achieved national visibility
44- CONFIDENTIAL -
Fleishman-Hillard OSCARS 2013
Black Box Live Marketing Solution• Illinois Office of Tourism • Drive awareness of
President Lincoln’s ties to Illinois
• Created Lincoln Control Room to create live content from big data in real-time on Oscar night using FH’s black box.
• 3,300 total social media engagements, over 131,000 YouTube video views
Results• 3,300 total social media
engagements, over 131,000 YouTube video views 45- CONFIDENTIAL -
Fleishman-Hillard GM - Nerve Center
Transforming GM into a social enterprise• Real-time social intelligence
for every GM nameplate• Tracking of all GM competitors• In depth product line and
feature analysis with positives and negative sentiment
Installing Nerve Center™ real-time mission control at GM HQ
46- CONFIDENTIAL -
THR Golden GlobesLive Content Analytics and Buzz Indexes for Golden Globes• Real-time editorial
dashboards, photostreams, and Buzz indexes e.g. Best Designer, Best Host
• Social reaction and sentiment to hosts, Clinton’s surprise entrance, presenter rankings and fashion mentions
Resulted in exclusive online content for THR (two online articles)
47- CONFIDENTIAL -
ADWEEK SuperbowlLive Content Analytics and Buzz Indexes for the Superbowl• Tracked live share of
voice for each of the Superbowl 2012 ads
• Measured sentiment in real-time for all Superbowl ads
• Provided widget for ADWEEK / Youtube “AdBuzz” consumer site
Resulted in exclusive online content for ADWEEK
48- CONFIDENTIAL -
04/13/2023 Confidential - (c) Copyright Bottlenose Inc. 2012
49
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THANKYOU!
http://bottlenose.com
@novaspivack@bottlenoseap
p#bottlenose
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