The slides from my RTM presentation at Dx3 Canada on March 6, 2014.

1. 5 THINGS ABOUT RTM
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2. • Introduction
RULES
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3. • Introduction
RTM THE CRAP
OUT OF THIS TALK
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4. • Introduction
@DOCTORJONES
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5. • Introduction
@DX3CANADA
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6. • Introduction
#DX32014
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7. WHAT IS IT
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8. IT’S NOT
NEW
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10. IT MEANS DIFFERENT THINGS
TO DIFFERENT
PEOPLE
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17. HOW MANY WAYS
CAN YOU MARKET
IN REAL TIME?
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20. BUT JUST SO
WE’RE ABSOLUTELY
CRYSTAL CLEAR
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22. IN REALITY, THERE ARE
JUST SO MANY
BETTER NAMES
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23. TOPICAL
MARKETING
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24. ZEITGEIST
MARKETING
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25. RELEVANCY
MARKETING
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26. CONVERSATIONAL
MARKETING
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27. ALWAYS-ON
MARKETING
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28. LOOK HOW HIP WE ARE
MARKETING
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29. WE’VE DONE BLOGS, VIRAL, FACEBOOK, HASHTAGS,
TUMBLRS, PINTEREST AND INSTAGRAM AND NOW WE DO
THIS KIND OF
MARKETING
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30. FOR TODAY, WE’LL STICK WITH
REAL-TIME
MARKETING
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31. KNOW YOUR BRAND
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32. ASK YOURSELF
SOME REALLY
TOUGH QUESTIONS
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33. IS IT IN MY DNA?
DO I HAVE THE INFRASTRUCTURE?
AM I BRAVE ENOUGH, SMART ENOUGH
AND DO PEOPLE LIKE ME?
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34. IS IT IN MY DNA?
DOES MY BRAND HAVE PERSONALITY?
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36. IS IT IN MY DNA?
DO I HAVE A SOCIAL PERSONA?
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37. IS IT IN MY DNA?
HAVE I BEEN RELATABLE IN THE PAST?
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38. IS IT IN MY DNA?
CAN I HAVE A HUMAN CONVERSATION?
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39. DO I HAVE THE INFRASTRUCTURE IN PLACE?
AUTHORITY TO MOVE FAST?
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40. DO I HAVE THE INFRASTRUCTURE IN PLACE?
DEDICATED COMMUNITY MANAGERS?
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41. DO I HAVE THE INFRASTRUCTURE IN PLACE?
ART/COPY AT SPEED OF SOCIAL?
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42. AM I BRAVE ENOUGH, SMART
ENOUGH AND DO PEOPLE LIKE ME?
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43. “As you watch the game and #RTMbowl
remember that for almost all brands,
participation does not equal relevance.
Right time; not real time.”
Ed Lee, Sr. Director Social Media,
DDB Canada
@edlee
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44. BRAVERY
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45. WIT (OR NOT)
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46. RESTRAINT
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47. KNOW YOUR AUDIENCE
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48. BE REALISTIC
ABOUT WHAT
PEOPLE WANT
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49. DOES MY BRAND HAVE AN AUDIENCE?
DO THEY WANT THIS CONTENT?
WHEN & WHERE & WHY ARE THEY
CONNECTING WITH MY BRAND?
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50. DO I HAVE AN AUDIENCE?
BUILD IT FIRST, BUILD IT RIGHT
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52. DO THEY WANT THIS CONTENT?
STUDY WHAT
PEOPLE DO ON
SOCIAL
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54. WHAT DO THEY WANT FROM YOU?
WHAT ARE THEY SAYING?
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55. WHAT DO THEY WANT FROM YOU?
WHAT ARE THEY SAYING?
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58. PREPARE TO FAIL…
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67. MEASURE WHAT MATTERS
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68. BE HONEST WITH YOURSELF
ABOUT WHAT
ACTUALLY MATTERS
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69. GOOD = SOCIAL METRICS
BETTER = BRAND MEASURES
BEST = BUSINESS ACTIONS
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70. SOCIAL METRICS
CONTENT PERFORMANCE
AUDIENCE GROWTH
INTERACTION
REACH
DEMOGRAPHICS
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71. BRAND MEASURES
IMPACT ON BRAND HEALTH
CHANGING THE BRAND VOICE
SENTIMENT
PURCHASE INTENT
SHARE OF VOICE
DEMOGRAPHICS
LOYALTY
NPS
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72. BUSINESS ACTIONS
DRIVING THE BOTTOM LINE
SITE/RETAIL VISITS
CRM/LOYALTY
PURCHASE FUNNEL
COUPONING
SALES
FOCUS GROUPS
BRAND AMBASSADORS
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73. 1.
2.
3.
4.
5.
WHAT IS IT?
KNOW YOUR BRAND
KNOW YOUR AUDIENCE
PREPARE TO FAIL
MEASURE WHAT MATTERS
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74. THANK
YOU
@DOCTORJONES
DAVE@DAVEJONES.CA
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