1. Clarifying the Hype and Role of Real-Time Marketing July 2013

2. Today’s Takeaways What is Real-time Marketing? Why Should I Care? When Do I Need It? 1 1 2 2 3 3

3. It all started in the dark.

5. One little cookie changed marketing.

6. With a simple branded message

9. Several Brands Did the Same Thing.

10. “#WATERGATE”

11. “Not every brand can have a team on standby for every major event, and it isn’t clear that these kinds of marketing coups have any major impact on sales.” - Jared Keller Bloomberg BusinessWeek

12. And the Oscar for Forcing Relevancy Goes to…

14. THINK BEYOND PHOTOSHOP

15. The Mechanics Social Media Monitoring Traditional Media Monitoring Media Relationships Creative Talent Influencer Relationships Knowing Your Brand

16. Real-Time Marketing Real-Time Marketing Newsjacking Your Brand Your Brand

17. “The real-time Web has opened an opportunity for anybody to inject ideas into a breaking news story and generate tons of media coverage.” - David Meerman Scott Author

18. Oakley garnered $41 million in equivalent advertising time “Oakley and the Chilean Miners – Publicity Goldmine”“Oakley and the Chilean Miners – Publicity Goldmine” Love Hate Advertising. October 22, 2010.

19. The mechanics of Real-Time Marketing are quite similar to what’s needed to Newsjack a story. Smart Real-Time uses both to provide value to a brand. “How to Newsjack Your Way into the Media.” Excerpt provided by Hubspot. David Meerman Scott.

20. “The Real-Time Marketing Drum Beat Gets Louder, as Agencies, and Brands Sing On” “The Real-Time Marketing Drum Beat Gets Louder, as Agencies, and Brands Sing On” eMarketer. May 7, 2013. The positive impact of Real-Time Marketing is Real.

22. Being in the Moment

23. On November 1 the Mayor Newark Cory Booker tweeted to one of his city’s residents who was “running out of hotpockets” Hot Pockets responds with letter and 100s of coupons for free product for Newark residents.

24. Tweets: 3,022 Reach: 22 million Tweets: 3,022 Reach: 22 million

25. Total reach: 211.2 million Twitter 3,022 tweets 22 million reach Online 51 articles 187.4 million reach Broadcast 13 shows 1.8 million reach

26. When does it make sense? Pay attention during major national news stories Be present during events the brand is actively participating in Make sure the response is Brand Relevant and not just noise.

27. Measuring Results Social Engagement Story Placement Positive Share of Voice Positive News Coverage

28. And Sales..? One isolated success. Not going to move the needle. Campaign driven or several newsworthy successes moves the needle

29. thank you Chris Baccus. GolinHarris. Executive Direct Digital