The FIFA World Cup was the winning topic for many marketers this summer. Big brands, B2B and B2C alike, jumped on the real-time marketing bandwagon. Who could resist the opportunity to engage with the 3.6 billion people watching the games? Before that, this year’s Super Bowl was a big inspiration for marketing in the moment. While customers are more distracted than ever, the only things to capture their focus are the virtues of the present: relevance of time, message, and personal value. However, global public sporting events don’t happen every day. Neither do national holidays. Building awareness, preference, and brand-consumer relationships takes an everyday focus on real-time relevancy. Brands that listen to consumers in their day-to-day lives, tap into their mindset, and engage with response-driven conversations, strengthen customer relationships, and build brand loyalty and purchasing power. You don’t want to fall behind in the engagement competition. Join us for this webinar to hear from our panel of experts and take part in the conversation about: • Planning ahead for real-time marketing opportunities • Meeting consumer’s expectations for timely engagement • Identifying conversations to add brand value for consumers • Best practices for discovering more moments to engage • Setting employees up for real-time marketing success

1. Transform Events into Meaningful
Experiences: Lessons in Real-Time
Marketing
#SMTLive

2. Thanks to Our Sponsor
@Spredfast
#SMTLive

3. Join the Conversation…
#SMTLive

4. Our Speakers
#SMTLive
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand
and creating buzz for leading technology, consumer products, financial services and professional services
organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley
2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @pauldunay
Gregory Weiss, As Vice President/Business Leader of Social Media MasterCard’s US Marketing team, Gregg
leads consumer & brand engagement across MasterCard’s social media presence. Before joining MasterCard,
Gregg was AVP of Social Media at New York Life Insurance Company, where he created and led a social media
program recognized across the life insurance vertical as a leading program. Prior to joining New York Life, Gregg
was at American Express for 6 years as Director of Innovation & Social Media and Director of Online Acquisition.
Gregg previously held roles at JWT, Bernard Hodes Advertising, Mercer Consulting, and the Washington.
@greggweiss
Adam Buchanan has been managing social media marketing strategies for outdoor companies for the last 9
years. He has been with Cabela’s for 1 year and manages social strategy where he focuses on customer service,
content marketing, employee advocacy, and social presence at retail. He lives in Denver with his wife, 3 kids, and 2
beehives. @adam_buchanan
Amber Quist has spent the past eleven years building global, relevant brands through unique storytelling and
progressive digital and social strategies. As Vice President of Brand Marketing at Spredfast, she is responsible for
leading corporate marketing and brand communications. Prior to joining Spredfast, Amber led the campaign and
demand generation team at Bazaarvoice, where she was influential in growing the company’s brand from an early
stage startup to a successful public company. Before Bazaarvoice, Amber lead marketing for Nike’s Asia Pacific
and Travel Retail Divisions in the Vision, Timing, and Technology Group. @amberquist

5. Real-Time Marketing
#SMTLive

6. Everyone has an opinion
about RTM
#SMTLive

7. Boost in engagement for real-
time branded content
(Spredfast Internal Study)
650%
Boost in favorites per follower vs.
all of brands Tweets in May
(Spredfast Internal Study)
188%
Boost in Retweets vs. Denny’s
2014 Avg.
(Spredfast Internal Study)
1,163%
Relevant Brands Win

8. This Tweet from McDonalds’ Uruguay
account generated over 77,000 Retweets.
They usually see between 2-3 Retweets on
their normal social content.
That’s a 2.78 million% increase in
engagement.
Yes, million.
The Bite + McDonald’s

9. Ten different brands that jumped in on
the “bite” conversation, from Trident to
Snickers to J.C. Penney.
Huge performance increases for all ten
brands.
This stuff works.
The Bite RTM Brand Analysis

10. RESULTS
125 million social impressions
at $0.78 CPM, compared to an average
$2.66 for banner ads.
Over 2 million impressions on Facebook
and over 30,000 Likes.
Over 3 million hits of the #LuckyToBe
Tumblr.
Indicating strong virality of content, there
was a 26% retweet rate of user content.

11. RESULTS
40.4% increase in conversion.
21% longer time on site.
Almost 5,000 referrals to product pages came
from the Gift Guide.
Generated around 2,000,000 social
impressions.

12. Social Media Today Webinar
Real-Time Marketing and User
Generated Content
#SMTLive
Cabela’s
Social Media Manager
@Adam_Buchanan

13. Content Truth
#SMTLive
There’s a good
chance your
customer’s
content is better
than yours.
Pass them the
microphone.

14. Customer Microphone
• User generated contests
are key to success.
• Effective 1:1 connection
with customers.
• When you share
customer content, it’s
contagious.

15. Keep Legal Happy
• Ask permission and
follow through.
• Be prompt in
communications.
• Continue
conversation on
email with
customer.

16. Let’s Do Cool Stuff

17. Megaphone>Microphone
• Display photos
at retail.
• Humanize retail
experience.
• The ultimate
digital brag
board.

18. Let’s put the social back in social media!
#SMTLive@greggweiss

19. 3 things that matter…
#SMTLive@greggweiss
1) ALL time is “real.” Real-Time Marketing is appropriate time
marketing.
2) Everything ladders back to a business metric (but nobody is
jumping off their sofas and running to the mall to buy your
product because of a tweet).
3) The real power of social media is being social.

20. …But there’s a 4th thing that
REALLY matters!
#SMTLive@greggweiss
Your customers are your very best marketers!
1) All time is “real.” Real-Time Marketing is appropriate time
marketing.
2) Everything ladders back to a business metric (but nobody is
jumping off their sofas and running to the mall to buy your
because of a tweet).
3) The real power of social media is being social.
4) Nothing matters more than your customers.

21. The evolution expansion of Priceless
#SMTLive@greggweiss
Priceless Moments: 1997
Priceless Experiences: 2011
Priceless Surprises: 2014

22. 3 Types of Priceless Surprises
MasterCard
Surprising
Cardholders
Cardholders
Surprising
Cardholders
Partners
Surprising
Cardholders
#SMTLive@greggweiss

23. 60,927 Cardholders surprised
(so far) this year!
#SMTLive@greggweiss

24. Our Speakers
#SMTLive
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand
and creating buzz for leading technology, consumer products, financial services and professional services
organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley
2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @pauldunay
Gregory Weiss, As Vice President/Business Leader of Social Media MasterCard’s US Marketing team, Gregg
leads consumer & brand engagement across MasterCard’s social media presence. Before joining MasterCard,
Gregg was AVP of Social Media at New York Life Insurance Company, where he created and led a social media
program recognized across the life insurance vertical as a leading program. Prior to joining New York Life, Gregg
was at American Express for 6 years as Director of Innovation & Social Media and Director of Online Acquisition.
Gregg previously held roles at JWT, Bernard Hodes Advertising, Mercer Consulting, and the Washington.
@greggweiss
Adam Buchanan has been managing social media marketing strategies for outdoor companies for the last 9
years. He has been with Cabela’s for 1 year and manages social strategy where he focuses on customer service,
content marketing, employee advocacy, and social presence at retail. He lives in Denver with his wife, 3 kids, and 2
beehives. @adam_buchanan
Amber Quist has spent the past eleven years building global, relevant brands through unique storytelling and
progressive digital and social strategies. As Vice President of Brand Marketing at Spredfast, she is responsible for
leading corporate marketing and brand communications. Prior to joining Spredfast, Amber led the campaign and
demand generation team at Bazaarvoice, where she was influential in growing the company’s brand from an early
stage startup to a successful public company. Before Bazaarvoice, Amber lead marketing for Nike’s Asia Pacific
and Travel Retail Divisions in the Vision, Timing, and Technology Group. @amberquist

25. Join the Conversation…
#SMTLive

26. Tweet Now For Your Chance to Win a
Free Ticket to The Social Shake-Up!
#SMTLive Audience: Tell us why you want to go
to The Social Shake-Up to be entered for a
chance to win. Tweet:
“I want to go to #socialshakeup because…”
#SMTLive

27. Upcoming Webinar
August 12th
Allocating Resources Across the
Marketing Mix: Where to Spend
Socially