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Real Time – All The Time; How can I get the greatest value from my investment in Social Media? TBG
1.
Karl Havard (@KarlHavard) Client
Strategy Director TBG Real Time – All The Time How can I get the greatest value from my investment in Social Media? © 2013 TBG © 2013 TBG
2.
What is Real-Time? Or
a well timed tweet! © 2013 TBG © 2013 TBG
3.
Real-Time © 2013 TBG ©
2013 TBG
4.
Examples #WINNING © 2013 TBG ©
2013 TBG
5.
Common Element All headline
grabbers, with a common ingredient… #UNPLANNED © 2013 TBG © 2013 TBG
6.
Yet…this happened © 2013
TBG © 2013 TBG
7.
Did they plan
for the unplanned? #HONEST! © 2013 TBG © 2013 TBG
8.
Necessary Ingredients #SPEED #RELEVENCE #EXPERTISE © 2013
TBG © 2013 TBG
9.
#SPEED % Therefore, marketers also
need to adopt 2nd screen behaviour © 2013 TBG © 2013 TBG
10.
#RELEVANCE Traditional direct marketing
CRM principles still apply…probably even more so. © 2013 TBG © 2013 TBG
11.
#EXPERTISE SERVING TECHNOLOGY © 2013
TBG © 2013 TBG
12.
Example © 2013 TBG ©
2013 TBG
13.
Example © 2013 TBG ©
2013 TBG
14.
Example © 2013 TBG ©
2013 TBG
15.
The gift that
keeps giving © 2013 TBG © 2013 TBG
16.
The Impact? #ROI? © 2013
TBG © 2013 TBG
17.
The Metrics That
Matter Click-throughs to place bets; in play betting, and changing odds etc. Buzz Reach Followers Fans Likes Re-Tweets Mentions © 2013 TBG © 2013 TBG
18.
Correlation • Real Time
means the “last click” does win… • …because it’s the only click • However, there may also be a latency effect, due to: • • © 2013 TBG © 2013 TBG Convenience Subsequent coverage
19.
Real-Life Results Website Visits
– Exposed Region Website Visits – Control Region Massachusetts on January 1, 2013 Colorado on January 1, 2013 No lift during game time but clear traffic increase after the game © 2013 TBG © 2013 TBG Post game spikes appear much smaller for control regions
20.
Thank you! Karl Havard
(@KarlHavard) Client Strategy Director TBG Real Time – All The Time How can I get the greatest value from my investment in Social Media? © 2013 TBG © 2013 TBG
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