What is Real Time Marketing ? How To Do Real Time Marketing ? This presentation aims to give a quick overview about what Real Time Marketing is, with examples and steps to prepare for it. Please feel free to share it or comment.

1. REAL TIME MARKETING 101

2. You certainly know
what this is

3. The Set Up:
Feb 3rd 2013:
Superbowl Finale
Disruption at the beginning of second
period:
Power shortage
Trending topic on Social Media
Oreo Twitter account tweets “Power out? No
problem. ”+ picture

4. The Aftermath:
On Twitter:
+15 839 RT
+6 524 Fav
On Facebook:
+20 000 Likes
+6 500 Shares
Result:
525 000 000 earned impressions
+ Headlines in over 100 countries
30 sec TV Ad cost: USD 4 mil
This tweet cost: USD 0

6. FREQUENTLY ASKED
QUESTIONS

7. Real Time Marketing: What?
Practice of engaging audience with content relevant to a
specific event or happening
Picture, Video, Text…
Facebook, Twitter, Instagram, Snapchat…

8. Real Time Marketing: Why ?
Insert the brand in a trending conversation, associate with buzz, further it,
nurture it
Increase brand awareness, positive perception, interest in a product…
If cleverly done, enormous exposure for low budget (promoted
post/tweet)
High engagement and conversion rate

9. Real Time Marketing: When ?
-April Fool Day
-Christmas
-Halloween
-Tet Holiday
-Sport Match
-TV Show
-Ceremony
-Product Launch
-Store Opening
-Breaking news
SPECIFIC
DATE
BROADC
ASTED
EVENT
ONE-
TIME
EVENT
OTHER
…

10. Real Time Marketing: When ?
SPECIFIC
DATE
BROADC
ASTED
EVENT
ONE-
TIME
EVENT
OTHER
…
-Sport Match
-TV Show
-Ceremony
-Product Launch
-Store Opening
-Breaking news
UnplannedPlanned
-April Fool Day
-Christmas
-Halloween
-Tet Holiday

11. SPECIFI
C DATE
Event: April Fool Day
Nokia leverages internet passion for its
3310+April fool day to unveil this fake
Nokia Lumia 3310
SPECIFIC
DATE

12. BROAD
CASTE
D
EVENT
Event: Superbowl 2013 Final Power
Shortage
Needless to say more
BROADC
ASTED
EVENT

13. ONE-
TIME
EVENT
Event: Galaxy S5 Reveal at WMC
Nokia and other competitors trolled
Samsung after Galaxy S5 reveal for its
lack of innovative featured

14. OTHER
…
Event: Volkswagen USA tweets about
how they improved car wheels
Does this picture remind you of
something ?

16. OTHER
…
Event: Volkswagen USA tweets about
how they improve car wheels
Audi responds to this Tweet and inserts
itself in the conversation

17. Real Time Marketing: How ?
Work as a “Newsroom”
• Scan Social Web
• Be up to date on latest trends
• Detect early buzzes
• Use Social Listening Tools
RTM
Agile
Daring
Relevant
Creative
Funny
Opportunistic

18. Real Time Marketing: Things to Consider
Know your target
RTM is not improvisation, it needs planning
RTM must be relevant to brand history, values and positioning. Brand
must be legitimate to talk about a topic
Do not be a follower, start the conversation (or join one with a real added
value)
A brand is not meant to comment each news or event. Careful with
Newsjacking

19. Careful with Newsjacking
“The art of using news events or stories
for marketing and advertising purposes.”
Can apply for inbound/content
marketing as well
Use it once or twice, but no more

20. Careful with Newsjacking
Stay legitimate with your brand identity
Be daring and take risk, but do not
cross the line
Avoid sensitive topics
Don’t be too greedy

23. Know the difference

24. What about the client ?
How to get approval without slowing down the process and miss the
window ?
Put new processes in place to speed up the approval process.
1. Establish Relationship of trust with client, integrate him from the start
2. Get a quick yes/no answer from one of senior executive on client’s
side

25. How to measure impact of RTM?
Metrics:
-Number of Fans/Followers
-Lead Generation
-Demographics
-Traffic
Social listening tools

26. CASE STUDY 1: #SNCFAIL

27. Case Study 1: #SNCFail
SNCF is France’s Railway Company
A few weeks ago, news reported that SNCF
ordered 2000 new trains to renew their fleet
Problem: these trains are too wide to enter train
stations
Every media commented on this scandal
How can a brand insert itself in this huge buzz/trending topic ?

28. Case Study 1: #SNCFail
Reaction 1
Durex is an international condom manufacturer.
Durex Play is a Lubricant Gel
The message :
“Dear SNCF, with this it will go smooth”
Relevant with brand personality
Showcase product and product benefit

29. Case Study 1: #SNCFail
Reaction 2
Marc Dorcel is a French company
producing pornographic movies
Rocco Siffredi is a porn actor known for having a
very (very) big penis
The message:
“There are no trains that are too large
There are only tracks that are too narrow”

30. Case Study 1: #SNCFail
Reaction 3
Curly is a French Brand producing
crackers and snacks
The message:
“Whatever their size, Curly always find the
Good way to go to your mouth”

31. CASE STUDY 2: OASIS

32. Case Study 2: Oasis
Oasis is a French Brand selling fruit juices
With their agency Marcel (Publicis) they
Launched a strategy of both brand content
+ real time marketing
Each time the brand speak, it features these fruits
Each fruit is treated as a character (name, relationship with others,
background…)
They KILL IT at RTM !

33. Case Study 2: Oasis
Reaction to Cannes Festival

34. Case Study 2: Oasis
Reaction to airing of Game of Thrones
season 4

35. Case Study 2: Oasis
Reaction to Kanye West wedding

36. Case Study 2: Oasis
Internet Meme Spoofing

37. BRANDS REACTIONS TO
EASTER 2014

41. BRANDS REACTIONS TO
APRIL FOOL

42. http://www.youtube.com/watch?v=4
YMD6xELI_k

45. BRANDS REACTIONS TO
ROYAL BABY

52. Steps to prepare for RTM
INVOLVE
CLIENT FOR
VALIDATION
AND
BUSINESS
GOALS
LISTEN
CHOOSE
EVENT/CON
VERSATION
TO INSERT
BRAND IN
EVALUATE
AND
IMPROVE

53. REAL TIME
MARKETING
Relevant
InsightfulCreative
Real Time Marketing in a
nutshell

54. To Sum Up
RTM
#1 Scan the web, listen to the trending topics
#2 Be relevant and Legitimate
#3 Right content, right audience, right time
#4 Be useful while entertaining

55. What’s next ?
Geolocalisation with Real Time Marketing ?
Personalized Real Time Marketing ?

56. Thank You !

57. Who Am I ?
Marc-Antoine MALASPINA
Aged 24
I’m looking for a job !
@IamMarcomalas
My LinkedIn profile