More Related Content Similar to Real Time Social & ROI: Capture the moment #InternetWorld2013 (20) Real Time Social & ROI: Capture the moment #InternetWorld20131.
© 2013 TBG
© 2013 TBG
Real Time – All The Time
How can I get the greatest value from my
investment in Social Media?
Karl Havard (@KarlHavard)
Client Strategy Director
TBG
2.
© 2013 TBG
© 2013 TBG
What is Real-Time?
Or a well
timed
tweet!
3.
© 2013 TBG
© 2013 TBG
Real-Time
4.
© 2013 TBG
© 2013 TBG
Examples…
5.
© 2013 TBG
© 2013 TBG
…and opportunities
#WINNING
6.
© 2013 TBG
© 2013 TBG
Common Element
All headline grabbers,
with a common ingredient…
7.
© 2013 TBG
© 2013 TBG
Common Element
#UNPLANNED
All headline grabbers,
with a common ingredient…
8.
© 2013 TBG
© 2013 TBG
Yet…this happened
What’s
happened?
9.
© 2013 TBG
© 2013 TBG
Yet…this happened
10.
© 2013 TBG
© 2013 TBG
Did they plan for the unplanned?
#HONEST!
VP
of
Cookies
at
Mondelez
Interna9onal
Lisa
Mann
11.
© 2013 TBG
© 2013 TBG
Necessary Ingredients
#RELEVENCE
#EXPERTISE
#SPEED
12.
© 2013 TBG
© 2013 TBG
%
#SPEED
Therefore,
marketers
also
need
to
adopt
2nd
screen
behaviour
13.
© 2013 TBG
© 2013 TBG
#RELEVANCE
Tradi9onal
direct
marke9ng
CRM
principles
s9ll
apply…probably
even
more
so.
Brand,
Content
&
Audience
14.
© 2013 TBG
© 2013 TBG
#EXPERTISE
SERVING TECHNOLOGY
15.
© 2013 TBG
© 2013 TBG
A random example
16.
© 2013 TBG
© 2013 TBG
A random example
17.
© 2013 TBG
© 2013 TBG
Before & After
18.
© 2013 TBG
© 2013 TBG
Example
19.
© 2013 TBG
© 2013 TBG
The gift that keeps giving
20.
© 2013 TBG
© 2013 TBG
The Impact?
#ROI?
21.
© 2013 TBG
© 2013 TBG
The Metrics That Matter
Buzz
Reach
Followers
Fans
Likes
Re-Tweets
Mentions
Click-‐throughs
to
place
bets;
in
play
beNng,
and
changing
odds
etc.
[unique
tags
on
links]
22.
© 2013 TBG
© 2013 TBG
Correlation
• Real
Time
oOen
means
the
“last
click”
does
win…
• …because
it’s
the
only
click
• Correla9ng
data
sources
will
indicate
the
rela9onship
• However,
there
may
also
be
a
latency
effect,
due
to:
• Convenience
• Subsequent
coverage
23.
© 2013 TBG
© 2013 TBG
Real-Life Results
Website Visits – Exposed Region
Massachusetts on January 1, 2013
Website Visits – Control Region
Colorado on January 1, 2013
No lift during game
time but clear traffic
increase after the game
Post game spikes
appear much
smaller for control
regions
24.
© 2013 TBG
© 2013 TBG
Real Time – All The Time
How can I get the greatest value from my
investment in Social Media?
Karl Havard (@KarlHavard)
Client Strategy Director
TBG
Thank you!