DigitasLBi’s social media expert and SMW Speaker of the Year 2013 Gus Murray, shares his experiences working for leading Nordic brands on the future of Content Marketing. He’ll explore how businesses can deliver Real-Time Marketing, Relevancy in an increasingly noisy world and leverage Response Planning. Covered in this presentation: • Why Twitter is the most misunderstood platform and a brands biggest opportunity, • Social as a service opportunity, • Long-Form vs. Short-Form content, and • “Dark Posting” and the rethinking of social ads.

1. Real Time…
Leveraging the “Now”
#SMWCPH – 21/02/2014
#SMWDLBi
@ideasoutloud

2. Me…
@ideasoutloud
Gus Murray
Nordic Director of
Social Media
#SMWDLBi
#UltraMarathoner
#Australian
#ImmigrationNinja
#HugosHuman
@ideasoutloud
2

3. Some of our social clients:
#SMWDLBi
@ideasoutloud

4. This week you’ve been spoiled…
Design
#SMWDLBi
Search
@ideasoutloud
Data
4

5. What is Real Time
Marketing?
#SMWDLBi
@ideasoutloud

6. "Real-time marketing offers the
potential for massive reach and
amazing engagement without the
capital cost association of marketing
campaigns,"
#SMWDLBi
@ideasoutloud
6

7. #SMWDLBi
@ideasoutloud

8. Real-time marketing isn’t
new. It’s about recognizing
an opportunity and
responding to it.
#SMWDLBi
@ideasoutloud

9. We have two challenges:
+
Time
#SMWDLBi
@ideasoutloud
Attention

10. On average consumers
only engage with brands for
6.5 seconds
#SMWDLBi
@ideasoutloud

11. Our aim:
News
Feeds
(Discovery)
#SMWDLBi
Social
Search
@ideasoutloud
Search
(Intent)
11

12. OWNE
D
Our World:
EARNED
PAID
#SMWDLBi
@ideasoutloud

13. Our customers world:
Inform
Utility
Recognize
Reward
Entertain
You enlighten
and inform
me.
You offer tools
that help me.
You
appreciate
me and my
contribution.
You give me
value adding
benefits.
You amuse and
surprise me.
#SMWDLBi
@ideasoutloud
13

14. Today audiences are turning to
multiple channels for news and
they’re receiving a massive amount
of information from each one.
#SMWDLBi
@ideasoutloud
14

15. #hurricanesandy
Peak volume of tweets with
the hashtag #hurricanesandy.
1.600
per
minute
Number of pictures with the tag #sandy
uploaded to Instagram in peak hours.
The most shared term on
Facebook 31. October 2012.
10 per
second
“We are
ok”
#SMWDLBi
@ideasoutloud
15

16. Real-Time, Adaptive, Anticipative…
#SMWDLBi
@ideasoutloud
16

17. Right
Message
17
#SMWDLBi
Right
Audience
@ideasoutloud
Right
Time

18. Timely content yields increased engagement
Timeliness
Real-time
marketing
Billboard
Print
ad
Digital
marketing
Planned
marketing
TV
Engagement
#SMWDLBi
@ideasoutloud
18

19. Real-time marketing is not a new
concept. It’s about about
recognizing an opportunity and
responding to it.
#SMWDLBi
@ideasoutloud
19

20. #SMWDLBi
@ideasoutloud
20

21. Today:
Trigger
Creative
content
development
REAL-TIME
MARKETING
Media
purchase
Measurement
& analytics
Promotion &
engagement
#SMWDLBi
@ideasoutloud
21

22. 6 Trigger Types
#SMWDLBi
@ideasoutloud

23. Planned
Location
-Based
Brand
Event
Predictive
Analytics
Anticipated
Event
Reactive
Proactive
Brand/
Customer
Interaction
News/
Crisis/
Politics
Unplanned
#SMWDLBi
@ideasoutloud
23

24. #1 Breaking News
- Reactive & Unplanned
#SMWDLBi
@ideasoutloud

25. Politics
#SMWDLBi
@ideasoutloud
25

26. Crisis
#SMWDLBi
@ideasoutloud
26

27. Cause
#SMWDLBi
@ideasoutloud
27

28. #fail
#SMWDLBi
@ideasoutloud
28

29. #2 Brand / Customer
Interaction
#SMWDLBi
@ideasoutloud

30. Customer
#SMWDLBi
@ideasoutloud
30

31. Brand
Brand
On
Brand
#SMWDLBi
@ideasoutloud
31

32. #SMWDLBi
@ideasoutloud
32

33. Brand
Brand
on
Brand
#SMWDLBi
@ideasoutloud
33

34. Brand
Customer
#SMWDLBi
@ideasoutloud
34

35. Sochi
Problems
#SMWDLBi
@ideasoutloud
35

36. Solution
#1
#SMWDLBi
@ideasoutloud
36

37. Solution
#2
#SMWDLBi
@ideasoutloud
37

38. #3 Anticipated Events
#SMWDLBi
@ideasoutloud

39. Super
Brand
Bowl
#SMWDLBi
@ideasoutloud
39

40. Super
Bowl
#SMWDLBi
@ideasoutloud
40

41. Super
Bowl
#SMWDLBi
@ideasoutloud
41

42. Emmy’s
#SMWDLBi
@ideasoutloud
42

43. Oscars
#SMWDLBi
@ideasoutloud
43

44. #4 Predictive Event
#SMWDLBi
@ideasoutloud

45. Days to
Celebrate
#SMWDLBi
@ideasoutloud
45

46. Holidays
#SMWDLBi
@ideasoutloud
46

47. National
Days
#SMWDLBi
@ideasoutloud
47

48. Special
#SMWDLBi
@ideasoutloud
48

49. OnlineOffline
#SMWDLBi
@ideasoutloud
49

50. #5 Brand Events
#SMWDLBi
@ideasoutloud

51. #NYFW
#SMWDLBi
@ideasoutloud
51

52. Small
Biz Sat
#SMWDLBi
@ideasoutloud
52

53. XMAS
Event
#SMWDLBi
@ideasoutloud
53

54. #SMWDLBi
@ideasoutloud
54

55. #TripleE
#SMWDLBi
@ideasoutloud
55

56. #TripleE
#SMWDLBi
@ideasoutloud
56

57. #SMWDLBi
@ideasoutloud
57

58. #6 Location Based
#SMWDLBi
@ideasoutloud

59. Partners
#SMWDLBi
@ideasoutloud
59

60. Charity
#SMWDLBi
@ideasoutloud
60

61. Real Time Media
Buys
#SMWDLBi
@ideasoutloud

62. Dark posting?
#SMWDLBi
@ideasoutloud

63. A more effective delivery
mechanism.
#SMWDLBi
@ideasoutloud
63

64. Newsfeed
Fatigue
#SMWDLBi
@ideasoutloud
64

65. Interest
#SMWDLBi
@ideasoutloud
65

66. Weather
#SMWDLBi
@ideasoutloud
66

67. Inventory
#SMWDLBi
@ideasoutloud
67

68. Competitor
Ads
#SMWDLBi
@ideasoutloud
68

69. Web
Traffic
#SMWDLBi
@ideasoutloud
69

70. Foot
Traffic
#SMWDLBi
@ideasoutloud
70

71. Engaged
last
#SMWDLBi
@ideasoutloud
71

72. SOCIAL AS A
SERVICE
#SMWDLBi
@ideasoutloud

73. In closing
#SMWDLBi
@ideasoutloud

74. Trigger
Creative
content
development
REAL-TIME
MARKETING
Media
purchase
Measurement
& analytics
Promotion &
engagement
#SMWDLBi
@ideasoutloud
74

75. Four rules of Real Time
Valuable
Of Interest
#SMWDLBi
@ideasoutloud
Shareable
Thumb
Friendly

76. Remember:
We want to look for the best
opportunity. We’re not looking for all
of the opportunities.
#SMWDLBi
@ideasoutloud
76

77. Thank you
#SMWDLBi
@ideasoutloud