1 What is RTM? 2 How and why did RTM evolve? 3 What is essential for successful RTM? RTM is social And it’s important to realize that, because the industry is now being weighted towards media, specifically paid media SOCIAL RTM Because organic reach has fallen through the floor SOCIAL RTM Which in turn has driven the push for branded content marketing SOCIAL RTM The ‘viral’ holy grail: Twitter presents the only remaining opportunity for effective viral - read: organic, AKA ‘free’ - social media marketing. SOCIAL RTM The three branches of ‘real-time’ social media: One-on-one engagement: SOCIAL RTM “Prepared” Marketing: SOCIAL RTM And true RTM: Brands adding value to a cultural conversation by reacting to the unforeseen in a timely manner. SOCIAL RTM Wildcard: Snapchat Live & Stories SOCIAL RTM SANS Institute @SANSInstitute RTM’s short rise to prominence February 3, 2013, 8:38pm ET BLACKOUT AT THE SUPERBOWL! SOCIAL RTM And on…millions and millions of free media impressions SOCIAL RTM A year on — SOCIAL RTM Super Bowl 2014 No unifying, dynamic storyline to react to One year to put into place process & procedure Overwhelming desire to recapture that lightning in bottle Brands become nothing more than color commentators SOCIAL RTM And they start talking to one another SOCIAL RTM Since then, the best of RTM has been nimble brands responding creatively to the What goes into a successful piece of RTM? Common Threads of Success: Listen… know how to monitor at scale Trust… and understand your brand Empower… a small team Be Confident… in your creativity SOCIAL RTM #1 : KNOW THYSELF • Know your brand inside & out • Know your audience • Understand platform capabilities • Understand implications of success and failure SOCIAL RTM #2 : DEFINE YOUR PROCESS • Less is more. • Who is responsible. • What are their objectives? • What are their legal or brand guidelines? • That’s it. SOCIAL RTM #3: START LISTENING • Understand what is being said around you. • Be present. • How should I listen? SOCIAL RTM The War Room SOCIAL RTM The Other War Room SOCIAL RTM KNOW YOUR AUDIENCE

1. SOCIAL REAL-TIME MARKETING: WHY IT’S
BECOME THE LAST RECOURSE IN THE AGE
OF PAY-TO-PLAY SOCIAL MEDIA
ANDY WHITE, DIRECTOR OF SOCIAL STRATEGY, SPROUT SOCIAL

2. @NEILPATEL
@Kissmetrics
#KissWebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and
Marketing Ops Manager. Before joining forces with
Kissmetrics, he was a Lyft driver in SF, which is also
how he ended up as a KISSmetrics marketer.
Whenever Thue is not trying to automate everything
around him, you can find him hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Andy is the man who provides strategy for Sprout and
its customers. Before life at Sprout, his team
transformed Audi of America into the world’s most
engaged social brand. Always accessible via
Snapchat, except when golfing.
ANDY WHITE
Director of Social Business Strategy, SproutSocial
@white

4. @NEILPATEL
#KissWebinar @sproutsocial
#KissWebinar
@white

5. 1 What is RTM?
2 How and why did RTM evolve?
3 What is essential for successful RTM?
TABLE OF CONTENTS

6. WATCH WEBINAR RECORDING NOW

7. RTM is social

8. And it’s important to realize that, because the industry is now being weighted
towards media, specifically paid media
SOCIAL RTM

9. Because organic reach has fallen through the floor
SOCIAL RTM

10. Which in turn has driven the push for branded content marketing
SOCIAL RTM

11. The ‘viral’ holy grail:
Twitter presents the only remaining
opportunity for effective viral - read:
organic, AKA ‘free’ - social media
marketing.
SOCIAL RTM

12. The three branches of ‘real-time’ social media:
One-on-one engagement:
SOCIAL RTM

13. “Prepared” Marketing:
SOCIAL RTM

14. And true RTM:
Brands adding value to a cultural
conversation by reacting to the
unforeseen in a timely manner.
SOCIAL RTM

15. Wildcard: Snapchat Live & Stories
SOCIAL RTM
SANS Institute
@SANSInstitute

16. RTM’s short rise to
prominence

17. February 3, 2013, 8:38pm ET
BLACKOUT AT THE
SUPERBOWL!
SOCIAL RTM

18. February 3, 2013, 8:40pm ET
SOCIAL RTM

19. February 3, 2013, 8:46pm ET
SOCIAL RTM

20. February 3, 2013, 8:48pm ET
SOCIAL RTM

21. And on…millions and millions of free media
impressions
SOCIAL RTM

22. A year on —
SOCIAL RTM
Super Bowl 2014
No unifying, dynamic storyline to react to
One year to put into place process & procedure
Overwhelming desire to recapture that lightning in
bottle

23. Brands become nothing more than color
commentators
SOCIAL RTM

24. And they start talking to one another
SOCIAL RTM

25. Since then, the best of RTM has been nimble
brands responding creatively to the unexpected
SOCIAL RTM

26. What goes into a
successful piece of RTM?

27. Common Threads of Success:
Listen… know how to monitor at scale
Trust… and understand your brand
Empower… a small team
Be Confident… in your creativity
SOCIAL RTM

28. #1 : KNOW THYSELF
• Know your brand inside & out
• Know your audience
• Understand platform capabilities
• Understand implications of success and
failure
SOCIAL RTM

29. #2 : DEFINE YOUR PROCESS
• Less is more.
• Who is responsible.
• What are their objectives?
• What are their legal or brand guidelines?
• That’s it.
SOCIAL RTM

30. #3: START LISTENING
• Understand what is being said around
you.
• Be present.
• How should I listen?
SOCIAL RTM

31. The War Room
SOCIAL RTM

32. The Other War Room
SOCIAL RTM

33. KNOW YOUR AUDIENCE
MEGAN RITTER
Salesforce
“ Brands have to have a deep understanding
of their customer base. A marketer cannot
deliver the right message to the right
customer at the right time if she doesn't
know precisely what her customers want
and need

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35. ANDY WHITE
Director of Social Business Strategy, SproutSocial
@white
andy@sproutsocial.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?