1. Confidential - do not distribute
RTM
What is Real-Time Marketing and how do I
make it work?
September 2016
2. Confidential - do not distribute
Sonia Rosua-Clyne, Global Social
Media Manager at Hotels.com
@go_sonia_go
SoniaRosua-Clyne
@go.sonia.go
GoSoniaGo
3. Confidential - do not distribute
Real Time
Marketing is marketing that is
based on up to date events.
Instead of creating
a marketing plan in advance and
executing it according to a fixed
schedule, real time marketing is
creating a strategy focused on
current, relevant trends and
immediate feedback from
customers.
So what is RTM?
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The good news? Social Media is the perfect platform for
RTM!
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On February 28th, 2015, the Internet exploded…
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…and brands lost no time jumping on the bandwagon!
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Types of RTM
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Planned
We know what
will happen
and when
Watchlist
We know
something will
happen, but
not when
Opportunistic
We know
when it will
happen, but
not what
Every-day
We don’t know
what will
happen or
when
We know what will
happen
Don’t know when it’s going to happenWe know when it’s going to happen
We don’t know
what will happen
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Planned RTM (We know exactly what’sgoingto happen and when)
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• Opportunity for better creative
• Ability to plan ahead
• Deeper alignment with PR & other departments
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Watchlist RTM (We know a big event willhappen but not the date)
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• Monitor sudden events
• Create conversation about the outcome of such event
• Have creative ready for every possible outcome if necessary
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Opportunistic RTM (We know the date of a big event but not whatwillhappen)
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• Monitor big event hashtags in
each region
• Jump in to conversation or
create one
• Reuse creative with a new
spin
• Very quick reply: no image
necessary
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Every-Day RTM (Wedon’tknowwhatwillhappenorwhen)
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• Community Managers to check
trending hashtags
• Integrate hashtags in tweets
• Quickly make creative
• “Surprise & Delight” individuals on
special occasions
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RTM global passion pillars
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Sports/Games
Food/drinksTravel
News
Sports/Gaming
Food/Drink Budget retail
Family life
Travel
Culture/SeasonalTV/Movies/Series
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RTM timing: aim for action in 2h max
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DONEBREAKING NEWS
PEAK
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General RTM Process
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CM
Brand
Community Manager takes into consideration all trends and information
provided by tools and other departments and decides if to go ahead
If necessary, liaise with other departments by email, marking as URGENT
and with “RTM” in subject. Deadline for answer is 2h.
Brand
PR
Legal
No risk
Risk
POST
If no risk, post
Risk assessed
When risk assessed within the 2h deadline and
green light given, CM to post.
POST
Risk not assessed
CM decision
When risk not assessed within the 2h deadline CMs to assess risk personally
and post if deemed adequate.
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So why is everyone doing RTM? Here’s the data* that
proves it
*Source: Kerns, Chris. “Trendology”
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Brands targeting the events with planned real-time messages got:
• 400% more retweets
• 421% more favourites per follower
Brands tweeting about unexpected occurrences during major events saw:
• a 1,200% lift in retweets per follower
• a 1,100% increase in favourites per follower
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#ThankYou!
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@go_sonia_go
Sonia Rosua-Clyne
@go.sonia.go
GoSoniaGo
