Global Marketing is immensely complicated, but you can leverage information and technology to create individual moments of connection that build lasting impact for a brand. Creating content that is relevant to each user’s brand experience requires a unique understanding of consumer’s motivations.

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We built the beehive,
now where are the flowers?

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#AlwaysOn
Achieving Real-time Relevancy:
Moving at the speed of you
Jon-Paul Jacques – Executive Creative Director, Blue Hive Shanghai
Lizz Linabury – Senior Digital Strategist, Team Detroit
Scott Mills – Director, Brand Strategy – Digital, Team Detroit
Stuart O'Neil – Executive Creative Director, Team Detroit
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Defining Real-time Relevancy

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SXSW // The term “real-time relevancy” may seem
like the latest buzzword is marketing bingo, but it’s
something that companies are placing a lot of value
and weight in, but what is it? What does it mean to you?

5. Elements of Relevant Communication
• Have a deep understanding of your brand and your audience
• Create relevant connections with the brand
• Project a consistent expression of the brand
• Evolve the conversation based upon metrics
• Create unexpected moments of connection
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Delivering Value in Real-time

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SXSW // What’s the value or benefit of communicating
in real-time? How do you prove this to a company or
client who might have apprehensions?

8. Measuring the Effectiveness of Real-time
• Which tools offer the best metrics to help you modify and evolve your
communications?
• Can you correlate real-time communications directly to sales?
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Supporting the Real-time Model

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SXSW // How are you approaching real-time
relevancy?

11. Building a New Structure
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• You must realign your staff to create deeper collaboration across
disciplines, resulting in quicker, targeted communications.
• Choose not to rely on traditional models (e.g. Facebook) – Surprise and
Delight your audience with the unexpected
• If you don’t have the answer, connect consumers with an authority who does

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Sharing Real-time Examples

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SXSW // What companies or brands do you
think are doing real-time relevancy well?

15. Real-time Examples
• Who were the early adopters of this model?
• How does this model differ across cultures?
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Evolving Real-time Relevancy

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Ford + Vine

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SXSW // What have you learned?
What are some of the pitfalls to avoid?

22. Learning by Doing
• What are examples of opportunities you may have missed?
• Know that a plan cannot account for every scenario and
continuously reevaluate your efforts
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23. Thank You.
• Connect with Team Detroit
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