SOCIAL REAL-TIME MARKETING: WHY IT’S BECOME THE LAST RECOURSE IN THE AGE

OF PAY-TO-PLAY SOCIAL MEDIA

ANDY WHITE, DIRECTOR OF SOCIAL STRATEGY, SPROUT SOCIAL

@NEILPATEL@Kissmetrics

#KissWebinar

@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with

Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer.

Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Andy is the man who provides strategy for Sprout and its customers. Before life at Sprout, his team

transformed Audi of America into the world’s most engaged social brand. Always accessible via

Snapchat, except when golfing.

ANDY WHITE Director of Social Business Strategy, SproutSocial

@white

@NEILPATEL#KissWebinar @sproutsocial

#KissWebinar

@white

1 What is RTM?

2 How and why did RTM evolve?

3 What is essential for successful RTM?

TABLE OF CONTENTS

WATCH WEBINAR RECORDING NOW

RTM is social

And it’s important to realize that, because the industry is now being weighted towards media, specifically paid media

SOCIAL RTM

Because organic reach has fallen through the floor

SOCIAL RTM

Which in turn has driven the push for branded content marketing

SOCIAL RTM

The ‘viral’ holy grail:

Twitter presents the only remaining opportunity for effective viral - read: organic, AKA ‘free’ - social media

marketing.

SOCIAL RTM

The three branches of ‘real-time’ social media:

One-on-one engagement:

SOCIAL RTM

“Prepared” Marketing:

SOCIAL RTM

And true RTM:

Brands adding value to a cultural conversation by reacting to the unforeseen in a timely manner.

SOCIAL RTM

Wildcard: Snapchat Live & Stories

SOCIAL RTM

SANS Institute@SANSInstitute

RTM’s short rise to prominence

February 3, 2013, 8:38pm ET

BLACKOUT AT THE SUPERBOWL!

SOCIAL RTM

February 3, 2013, 8:40pm ET

SOCIAL RTM

February 3, 2013, 8:46pm ET

SOCIAL RTM

February 3, 2013, 8:48pm ET

SOCIAL RTM

And on…millions and millions of free media impressions

SOCIAL RTM

A year on —

SOCIAL RTM

Super Bowl 2014 No unifying, dynamic storyline to react to

One year to put into place process & procedure

Overwhelming desire to recapture that lightning in bottle

Brands become nothing more than color commentators

SOCIAL RTM

And they start talking to one another

SOCIAL RTM

Since then, the best of RTM has been nimble brands responding creatively to the unexpected

SOCIAL RTM

What goes into a successful piece of RTM?

Common Threads of Success:

Listen… know how to monitor at scale Trust… and understand your brand

Empower… a small team Be Confident… in your creativity

SOCIAL RTM

#1 : KNOW THYSELF

• Know your brand inside & out • Know your audience • Understand platform capabilities • Understand implications of success and

failure

SOCIAL RTM

#2 : DEFINE YOUR PROCESS

• Less is more. • Who is responsible. • What are their objectives? • What are their legal or brand guidelines? • That’s it.

SOCIAL RTM

#3: START LISTENING

• Understand what is being said around you.

• Be present. • How should I listen?

SOCIAL RTM

The War Room

SOCIAL RTM

The Other War Room

SOCIAL RTM

KNOW YOUR AUDIENCE

MEGAN RITTERSalesforce

“ Brands have to have a deep understanding of their customer base. A marketer cannot deliver the right message to the right customer at the right time if she doesn't know precisely what her customers want and need

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ANDY WHITE Director of Social Business Strategy, SproutSocial

@white

andy@sproutsocial.com

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

tmadsen@kissmetrics.com

Questions?