The world of social media has forever changed the way brands interact with consumers. Brands have invested ample time and strategic energy encouraging the consumer to become a fan, retweet and repin—but that’s no longer enough. The new paradigm in the social world is to move beyond relatively passive likes, retweets and pins to engage in real-time on the right platform—turning brand fans into social advocates. During this session, the vice president of social for the agency behind @DiGiornoPizza's headline-grabbing The Sound of Music Live tweets and @Kohl's Styling Sessions collaboration with The Voice will share these success stories and her perspectives on helping brands shift their social strategies to align with this new age of social advocacy—and win big in real-time.
top marketing posters - Fresh Spar Technologies - Manojkumar C
Case Study: Ruling In Real-Time
1. RULING IN REAL TIME
LORA WINNING SCHAEFFER
VP SOCIAL, RESOURCE
@schaefgrl
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2. C-suite
78%
Customers
55%
Board of Directors
53%
Corporate strategy
Non-executive senior leadership
Key external business partners
Parent company
44%
26%
25%
23%
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IBM - The Customer-activated Enterprise, 2014
3. 2004
2006
2008
2010
3
3
2013
1
2
2012
1
Technology factors
Market factors
Macro-economic factors
People skills
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IBM - The Customer-activated Enterprise, 2014
11. The Right Now
With on-demand expectations at an all time
high, every second matters when delivering the
right experience at the right moment.
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12. Rising Expectations
“Consumers expect that any
information or service they desire be
available to them on any device, in
context, at their moment of need.”
Josh Bernoff
SVP, Idea Development at Forrester Research
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17. Content Mixology
In this unprecedented, hyper-competitive environment,
where everyone and everything is vying for the
consumer’s attention, it’s time to think beyond marketing
messages and create content that people want to spend
time with.
CC BY 2.0 by Dinner Series
18. “
Embrace the platforms your
audience is using, not the ones
you’re comfortable with.
- Scott Monty, Ford’s Global Head of Social Media
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We positioned and launched the Kohl’s Instagram brand account, growing it to more than 40,000 followers in the first year. To this day, we consistently outperform competitors on engagement rates. And Kohl’s is ranked in the top 15 of all retail Instagram accounts.
We positioned and launched the Kohl’s Instagram brand account, growing it to more than 40,000 followers in the first year. To this day, we consistently outperform competitors on engagement rates. And Kohl’s is ranked in the top 15 of all retail Instagram accounts.
Sponsorship of American Country Awards and Teen Choice Awards: Leveraged social listening during the live show to gain a deeper understanding of our opportunities to improve and impact future sponsorships.Sponsorship of The Voice: Activated real-time content creation via Twitter and community outreach, resulting in [List out Results]Sponsorship of American Music Awards: Activated real-time broadcast integration (Twitter chose whichJlo commercial would run), real-time content creation via Twitter, and community outreach—resulting in 30 million total impressions
During the nine-week program Kohl’s created real-time Twitter content for ten episodes of The Voice