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