Real Time or Die:Feeding the Social Content Beast

Carmen HillContent Director

Babcock & Jenkins

Today You Will Learn

• Why real-time content should be a key part of your marketing strategy

• How other businesses are finding creative ways to feed the content beast

• How to plan for and produce real-time content, even if content is not your core business

Carmen Hill

Content & Social Director

Babcock & Jenkins

Follow me on Twitter: @carmenhill

About Me

Agenda• Real-time reality: industry trends• Real-world B2B and B2C examples• Real-time strategies • Real-time tactics and tools

REAL-TIME REALITYContent at the speed of news

“It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance.”

— David Meerman Scott

What’s Driving the Need for Speed?

• Mobile, multi-screen world

• Social media• 24/7 news cycle

What’s Driving the Need for Speed?

Feeding the Beast

“The rigid campaign-based model of advertising, perfected over decades of one-way mass media, is headed for extinction…

Feeding the Beast

“Brands will need to create an enormous amount of useful, appealing, and timely content.”— Baba Shetty & Jerry Wind, Harvard Business Review

“There will be billions of interaction points that will place enormous demands on brands to create and deliver just the right piece of content.”

— Jacque Bughin, McKinsey

What Is Real-Time Content?

• Now: unexpected opportunities– Breaking news and live events– Social mentions

• Near now: expected opportunities– “Scheduled news” (research, data release, etc.)– Industry events (e.g., conferences, tradeshows)

• Future now: created opportunities– News and data you make yourself– Memes

REAL TIME. REAL WORLD.How real B2B and B2C brands are seizing the moment

Breaking News & Events

“Unplanned real-time moments humanize brands.”

— Adam Bain, President, Global Revenue, Twitter

Social Mentions

Real-Time Data

• ADP processes payrolls for about 25 million workers

• Uses data to create monthly reports about employment trends in the U.S.

• Releases via multiple channels two days before government report

Real-Time Data

“We do lots of different things at ADP beside payroll. By producing this content, people know more about us. We become part of the consideration set.”

— Matt Petitjean

VP-corporate marketing

Automatic Data Processing

Source: B-to-B Magazine

Anticipated News

Source: Google

Event Coverage

Created News

What YOU can do:

• “Cover” relevant industry events– Live tweets and blog posts– Interviews with speakers and noted attendees– Trade show highlights (video, images,

reviews)

• Add key research reports to your editorial calendar and create content around them

• Create your own news

REAL-TIME STRATEGIESPlan in advance. Act in the moment.

Improvise… with a Plan

Goals & Objectives

Audience Insights

Listen & Learn

Guidelines &

Governance

Start with Goals & Objectives

Audience Insights

• Who is your target audience?

• What do they care about?

• What are they talking about?

• Where are their “watering holes”?

Social Content Calendar

Source: Hubspot

Guidelines & Governance

Reward

Risk

Source: Bryan Boettger, Chief Creative Officer of The Buddy Group

REAL-TIME TOOLSKeeping your ear to the ground for content opportunities

Move The Needle

Move The Needle

Create—or update—your editorial calendar to include real-time social content

• Add events and assign someone to cover• Identify 3-5 topics to follow• Meet with legal and brand reviewers

Get Started

1. Listen before you speak.2. Think like a reporter—with a nose for news. 3. Respond quickly, but with intention. 4. To act in real time, you have to plan in advance.5. Some organizational change may be required.

Key Takeaways

 www.onlinemarketinginstitute.org 

Thank You!

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