12.11.14
DESCRIPTION
here has been a lot of talk about real-time marketing (RTM) over the past few years. The majority of marketers now understand the practice, but many see it as a flash-in-the-plan tactic. It’s a hot topic of conversation, but one that has been primarily fueled by opinion, not fact. Join us for this one-hour webinar to explore one of the latest trends in social marketing for brands, agencies, and media with a panel of experts, including Trendology author, Chris Kerns. We’ll specifically discuss: · A data-driven approach to determining whether RTM really works (Spoiler alert: it does!) · Different ways that your brand can utilize real-time marketing · How to align your team for RTM Success · Key RTM pitfalls and how to avoid themTRANSCRIPT
Real Talk about Real-Time
Marketing
#SMTLive
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Thank You to Our Sponsor
@Spredfast
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Our Speakers
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
Chris Kerns has been at the forefront of digital data and insights for over a decade, defining digital strategy for some of the world’s largest brands. He currently leads the Analytics & Research group at Spredfast, a social marketing platform that empowers enterprise organizations to connect with consumers in an increasingly social world. Previously, he led Digital Analytics at Bazaarvoice, mining user-generated content for groundbreaking insights. His research has appeared in The New York Times, Forbes, USA Today and AdWeek, among other publications. Follow him at @chriskerns
Brian Ryerson As Manager, Digital Strategy for the US Tennis Association, Brian’s responsibilities include developing the overall product strategy across all US Open Platforms as well as managing all business development opportunities and sponsorship fulfillment across the whole USTA Digital Network. Brian’s team is focused on merging both sponsor and USTA objectives to develop and execute new, innovative, digital activations aimed at enhancing the fan experience. Brian holds a strong technical and marketing background with years of experience in creating a wide range of successful activations across web, social, mobile and on-site. @LifeOfBrianNY
Jeff Baker is the Senior Director of Brand Experience at Arby’s. Jeff oversees strategy and execution of Arby’s advertising including creative development and content across broadcast, digital, and social channels. Since joining Arby’s in January, Jeff’s focus has been on a large-scale rebranding effort, which launched to consumers in July. Prior to joining Arby’s, Jeff was Vice President, Account Director at 22squared, leading engagements with brands including Buffalo Wild Wings, Baskin-Robbins, Southeast Toyota, Jackson Hewitt, and Dunkin’ Donuts. Jeff is an alumni of the University of Georgia for undergraduate and holds an MBA from Georgia State University. @bakeruga
#SMTLive@chriskerns |
#SMTLive@chriskerns |
#SMTLive
RTM Isn’t About Headlines, It’s About Performance
Retweets:+5,245%
Favorites:+3,893%
@chriskerns |
#SMTLive@chriskerns |
TrendologyBook.com
#SMTLive
RTM Works -Across Big Events, Small Events, and Every Day Trends
#PeterPanLive
#VeteransDay
The Super Bowl
The Emmys
The Oscars
#NationalChocolateDay
#MakesMeHappy
The Golden Globes
The World Series
#NationalDessertDay
#dearBestFriend
#ThoseThreeWords#FirstDayOfFall
#BendGate
#RoyalBaby
#BeyDay The Grammys
Shark Week
The World Cup
#RuinARapTrack
Star Wars Day
@chriskerns |
PAGE 15
Social Media Today Webinar:
Real Talk about Real-Time Marketing
Brian Ryerson
Manager, Digital Strategy
PAGE 16
How we approach the US Open…
1. The Fan Experience is key
1. Read, Listen and React
1. What do we want to achieve?
1. Plan for the unexpected
PAGE 17
US Open TrendCast
Filled an immediate need
UGC provides unmatched
insight, perspective and
visuals
Highlighting fan content
provides a special ‘moment’
PAGE 18
US Open Social Wall
PAGE 19
US Open Instant Highlights
Real-Time Match Highlights
within seconds
Provides a true utility to our
fans
Sponsors praised for
bringing this content to the
fan
#SMTLive
Our Speakers
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
Chris Kerns has been at the forefront of digital data and insights for over a decade, defining digital strategy for some of the world’s largest brands. He currently leads the Analytics & Research group at Spredfast, a social marketing platform that empowers enterprise organizations to connect with consumers in an increasingly social world. Previously, he led Digital Analytics at Bazaarvoice, mining user-generated content for groundbreaking insights. His research has appeared in The New York Times, Forbes, USA Today and AdWeek, among other publications. Follow him at @chriskerns
Brian Ryerson As Manager, Digital Strategy for the US Tennis Association, Brian’s responsibilities include developing the overall product strategy across all US Open Platforms as well as managing all business development opportunities and sponsorship fulfillment across the whole USTA Digital Network. Brian’s team is focused on merging both sponsor and USTA objectives to develop and execute new, innovative, digital activations aimed at enhancing the fan experience. Brian holds a strong technical and marketing background with years of experience in creating a wide range of successful activations across web, social, mobile and on-site. @LifeOfBrianNY
Jeff Baker is the Senior Director of Brand Experience at Arby’s. Jeff oversees strategy and execution of Arby’s advertising including creative development and content across broadcast, digital, and social channels. Since joining Arby’s in January, Jeff’s focus has been on a large-scale rebranding effort, which launched to consumers in July. Prior to joining Arby’s, Jeff was Vice President, Account Director at 22squared, leading engagements with brands including Buffalo Wild Wings, Baskin-Robbins, Southeast Toyota, Jackson Hewitt, and Dunkin’ Donuts. Jeff is an alumni of the University of Georgia for undergraduate and holds an MBA from Georgia State University. @bakeruga
#SMTLive
Thank You to Our Sponsor
@Spredfast
#SMTLive
Upcoming Webinar
December 16th
Predictions for 2015
Featuring: Don Bulmer of Shell, Renee Ducre of IBM, Charlie Treadwell of Symantec, Jeremiah
Owyang of Crowd Companies and Paul Dunay as moderator