#FurtherFaster 1: Real-Time Marketing

Real-Time Marketing
#FURTHERFASTER
@olisnoddy
@LukeTownsin
Saturday, May 18, 13

Agenda
Twitter intro to RTM
Paul McCrudden, AMV BBDO
Sammy King, W+K
Mark Carroll, TMW
David Schneider
@TwitterAdsUK

#FurtherFaster
@TwitterAdsUK
@TwitterAdsUK

@TwitterAdsUK

@TwitterAdsUK@TwitterAdsUK

Fast news
240k Tweets in ﬁrst few hours

@TwitterAdsUK
Fast culture

@TwitterAdsUK
#RyanGoslingWontEatCereal

@TwitterAdsUK
Unless it’s Cap’n Crunch

Twitter is the shortest distance between you
and what interests you most
@TwitterAdsUK

@TwitterAdsUK
Super Bowl #blackout
231K Tweets-per-minute
@TwitterAdsUK

@TwitterAdsUK
Would you just look at this owl, isn’t it
great? #SuperbOwl pic.twitter.com/
NCF2HOAV
Emergency Cute Stuﬀ
@EmergencyPuppy
@TwitterAdsUK

Oreo Cookie
@Oreo
Power out? No problem.
pic.twitter.com/dnQ7pOgC
@TwitterAdsUK

@TwitterAdsUK
= memesmoment

@TwitterAdsUK
memes
moment ≠

@TwitterAdsUK
moment = relevance

@TwitterAdsUK
moment = relevance
interests
intent

@TwitterAdsUK
In this sea of real-time content, does your
brand message consistently rise to the top?

@TwitterAdsUK
content strategy
ALWAYS ON
CONTENT CALENDAR
SCENARIO PLANNING
REAL-TIME RESPONSE

@TwitterAdsUK
1. Plan for everyday marketing moments

@TwitterAdsUK
2. Create a winning content calendar

French Connection

@TwitterAdsUK
3. Plan for the best scenarios

@TwitterAdsUK
4. Expect the worst scenarios

@TwitterAdsUK
Dogging Tales: 118k Tweets

@TwitterAdsUK
5. Speed can be a key diﬀerentiator

#ThankYouSirAlex
1.4m Mentions in ﬁrst hour

#NandosFergieTime

@TwitterAdsUK
Every Tweet creates a moment

@TwitterAdsUK
Every campaign creates a moment

@TwitterAdsUK
Plan for the moment

Doritos
Paul McCrudden, AMV BBDO
@crudden

AMVBBDO Twitter #FurtherFaster May 15, 2013

AMVBBDO May 15, 2013Twitter #FurtherFaster
Twitter &AMV BBDO

The brand platform

Driving loyalty and household penetration
&

Doritos
make
any
party
be0er
&

Doritos
make
any
party
be0er
&
#DoritosParty

Our comms principles onTwitter

#DORITOSPARTY

#DORITOSPARTY
DISTINCTIVE
TONE
OF

VOICE

PLAN
AND
REACT

AROUND
OUR
FANS
#DORITOSPARTY
DISTINCTIVE
TONE
OF

VOICE

Planning for the Moment
Easter HalloweenFreshers’
Week ChristmasBank
holidays
• Microspikes
to
drive
sales
outside
of
campaign
periods
• Promoted
Trends
&
Promoted
Tweets

Personalised image replies

Personalised Halloween pics

Stay

#Doritos Mural

#DoritosNameThatTune

How we Plan and React
BRIEF
&
APPROVAL
Account
team
Brand
team
IDEAS
&
SOCIAL
LISTENING
Social
Content
Manager
Community
Manager
CREATE
Designers
Crea?ve
Produc?on
Social
Content
Manager
ACTIVATE
Social
Content
Manager
Community
Manager

Reacting in the moment

Ross NobleTwitter Bomb

Ross Noble
Twitter Bomb

Plan%for%the%moment,%preparing%campaign%assets%in%advance%
Integrate%all%year%round%
Make%it%easy%and%fun%for%fans%to%engage%
Go%the%extra%mile%

McCruddenP@amvbbdo.com
@crudden

Three
Sammy King, W+K
@sammyisking

Making marketing work in the
moment, setting yourself up
for anticipating and leveraging
the response.

brand love
brand fame
+

I like this and I
think you’ll like it
too.

#DancePonyDance

@TwitterUK | Conﬁdential
TV + Twitter generated 200k # mentions over 17 days.
0"
1,000"
2,000"
3,000"
4,000"
5,000"
6,000"
7,000"
8,000"
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/3"
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/3"
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/3"
17
/3"
18
/3"
#DancePonyDance"Men8ons"
Source: Topsy Pro

+
= 25% of #DancePonyDance Tweets
contained the ad

TV was integral to spread and success of the campaign.
0"
1,000"
2,000"
3,000"
4,000"
5,000"
6,000"
7,000"
8,000"
9,000"
10,000"
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1/
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16
/3"
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/3"
18
/3"
Total"Ad"Impacts" #DancePonyDance"MenAons"
Source: Topsy Pro

Ad placements over the initial weekend targeted social TV
and peak time moments.
0"
1,000"
2,000"
3,000"
4,000"
5,000"
6,000"
7,000"
8,000"
9,000"
10,000"
0"
2,000"
4,000"
6,000"
8,000"
10,000"
12,000"
14,000"
1/
3"
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/3"
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/3"
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/3"
16
/3"
17
/3"
18
/3"
Source: Topsy Pro

Social TV helped drive significant conversation around the ad.
v.
ALAN CARR: CHATTY MAN
2M viewers
2.1K Tweets (ﬁrst 10 mins)
CORONATION STREET
8M viewers
2.4K Tweets (ﬁrst 10 mins)
source: SecondSync 2013

Reward ads didn’t drive as much Twitter activity - call to
action not as prominent.
0"
1,000"
2,000"
3,000"
4,000"
5,000"
6,000"
7,000"
8,000"
9,000"
10,000"
0"
2,000"
4,000"
6,000"
8,000"
10,000"
12,000"
14,000"
1/
3"
2/
3"
3/
3"
4/
3"
5/
3"
6/
3"
7/
3"
8/
3"
9/
3"
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/3"
11
/3"
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/3"
13
/3"
14
/3"
15
/3"
16
/3"
17
/3"
18
/3"
Source: Topsy Pro

Reward ads celebrated the conversation that had gone before.

TL;DR
Make the hashtag integral to the campaign.
Work the spotlight.
Treat people how you would like to be
treated yourself.
Plan media around social TV and key brand
moments.

Thanks.
@sammyisking
@W2Optimism
@ThreeUK

Lynx
Mark Carroll, TMW
@themarkcarroll

PLANNING FOR THE UNPLANNED
@TheMarkCarroll

45,000 followers
1.1 Million Facebook Fans

Our approach to social
Campaign
Snackable
Conversational

Always On approach for over a year now…

We can avoid this

@imjustmike

FANS WILL LOVE YOU
@DanyPeschl
HATERS GON’ HATE

What about when things just happen...

This is Les

The show attracted 1.9 million viewers
#
Organically trending

Acknowledge
and aim to
own the
conversation...

The element of surprise
means no time to put
things out to the
committee...
JUST DOING

Channel 4 dropped into
twitter pop culture for that 24 hrs

Channel 4 dropped into
twitter pop culture for that 24 hrs
Don’t forget
Channel 4 +1
AND 4OD

The following day...

Turning a negative into a positive

140 characters
Community Manager
Hashtag
TOOLS?

Heroes can be made
by dropping the
corporate
rule book and
getting real...
Understand your audience
BUT

Would we do anything differently?

NOT SURE IF PERFECT
OR...........Saturday, May 18, 13

Keyword targeting.
Promoted tweets - on the night and next day.
Media support

Always listening

Client trust
Always listening

Community manager
Client trust
Always listening

Planned always on as a
practice ground
Community manager
Client trust
Always listening

Twitter gave us access
Without that we might have been left watching as our
brand got shafted (in the back of a car)

Thank you...
@TheMarkCarroll
@TMWagency
@LynxEffect
makemeasocialmediaexpert.com

David Schneider
@davidschneider

#FurtherFaster 1: Real-Time Marketing

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