Real Time or Die:Feeding the Social Content Beast
Carmen HillContent Director
Babcock & Jenkins
Today You Will Learn
• Why real-time content should be a key part of your marketing strategy
• How other businesses are finding creative ways to feed the content beast
• How to plan for and produce real-time content, even if content is not your core business
Carmen Hill
Content & Social Media Director
Babcock & Jenkins
Follow me on Twitter: @carmenhill
About Me
Agenda• Real-time reality: industry trends• Real-world B2B and B2C examples• Real-time strategies • Real-time tactics and tools
REAL-TIME REALITYContent at the speed of news
“It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance.”
— David Meerman Scott
What’s Driving the Need for Speed?
• Mobile, multi-screen world
• Social media• 24/7 news cycle
What’s Driving the Need for Speed?
Feeding the Beast
“The rigid campaign-based model of advertising, perfected over decades of one-way mass media, is headed for extinction…
Feeding the Beast
“Brands will need to create an enormous amount of useful, appealing, and timely content.”— Baba Shetty & Jerry Wind, Harvard Business Review
“There will be billions of interaction points that will place enormous demands on brands to create and deliver just the right piece of content.”
— Jacque Bughin, McKinsey
What Is Real-Time Content?
• Now: unexpected opportunities– Breaking news and live events– Social mentions
• Near now: expected opportunities– “Scheduled news” (research, data release, etc.)– Industry events (e.g., conferences, tradeshows)
• Future now: created opportunities– News and data you make yourself– Memes
REAL TIME. REAL WORLD.How real B2B and B2C brands are seizing the moment
Breaking News & Events
“Unplanned real-time moments humanize brands.”
— Adam Bain, President, Global Revenue, Twitter
Social Mentions
Real-Time Data
• ADP processes payrolls for about 25 million workers
• Uses data to create monthly reports about employment trends in the U.S.
• Releases via multiple channels two days before government report
Real-Time Data
“We do lots of different things at ADP beside payroll. By producing this content, people know more about us. We become part of the consideration set.”
— Matt Petitjean
VP-corporate marketing
Automatic Data Processing
Source: B-to-B Magazine
Anticipated News
Source: Google
Event Coverage
Created News
What YOU can do:
• “Cover” relevant industry events– Live tweets and blog posts– Interviews with speakers and noted attendees– Trade show highlights (video, images,
reviews)
• Add key research reports to your editorial calendar and create content around them
• Create your own news
REAL-TIME STRATEGIESPlan in advance. Act in the moment.
Improvise… with a Plan
Goals & Objectives
Audience Insights
Listen & Learn
Guidelines &
Governance
Start with Goals & Objectives
Audience Insights
• Who is your target audience?
• What do they care about?
• What are they talking about?
• Where are their “watering holes”?
Social Content Calendar
Source: Hubspot
Guidelines & Governance
Reward
Risk
Source: Bryan Boettger, Chief Creative Officer of The Buddy Group
REAL-TIME TOOLSKeeping your ear to the ground for content opportunities
Move The Needle
Move The Needle
Create—or update—your editorial calendar to include real-time social content
• Add events and assign someone to cover• Identify 3-5 topics to follow• Meet with legal and brand reviewers
Get Started
1. Listen before you speak.2. Think like a reporter—with a nose for news. 3. Respond quickly, but with intention. 4. To act in real time, you have to plan in advance.5. Some organizational change may be required.
Key Takeaways
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