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Real Time Social & ROI: Capture the moment #InternetWorld2013

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Real Time Social: How brands can plan for those unplanned occurrences, through having the right key ingredients to hand. Originally presented at #InternetWorld2013, Earls Court, London

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         © 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
         © 2013 TBG           © 2013 TBG What is Real-Time? Or a well timed tweet!
         © 2013 TBG           © 2013 TBG Real-Time
         © 2013 TBG           © 2013 TBG Examples…
         © 2013 TBG           © 2013 TBG …and opportunities #WINNING
         © 2013 TBG           © 2013 TBG Common Element All headline grabbers, with a common ingredient…
         © 2013 TBG           © 2013 TBG Common Element #UNPLANNED All headline grabbers, with a common ingredient…
         © 2013 TBG           © 2013 TBG Yet…this happened What’s  happened?  
         © 2013 TBG           © 2013 TBG Yet…this happened
         © 2013 TBG           © 2013 TBG Did they plan for the unplanned? #HONEST! VP  of  Cookies  at  Mondelez  Interna9onal  Lisa  Mann  
         © 2013 TBG           © 2013 TBG Necessary Ingredients #RELEVENCE #EXPERTISE #SPEED
         © 2013 TBG           © 2013 TBG %   #SPEED Therefore,  marketers  also  need  to  adopt   2nd  screen  behaviour  
         © 2013 TBG           © 2013 TBG #RELEVANCE Tradi9onal  direct  marke9ng  CRM  principles   s9ll  apply…probably  even  more  so.   Brand,  Content  &  Audience  
         © 2013 TBG           © 2013 TBG #EXPERTISE SERVING TECHNOLOGY
         © 2013 TBG           © 2013 TBG A random example
         © 2013 TBG           © 2013 TBG A random example
         © 2013 TBG           © 2013 TBG Before & After
         © 2013 TBG           © 2013 TBG Example
         © 2013 TBG           © 2013 TBG The gift that keeps giving
         © 2013 TBG           © 2013 TBG The Impact? #ROI?
         © 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]  
         © 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  
         © 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
         © 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!

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Real Time Social & ROI: Capture the moment #InternetWorld2013

  • 1.          © 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!