real-time marketing: what does the data say?

Real-Time Marketing: What Does the

Data Say?

February 3, 2015

Hill Holliday VP of social media/digital strategy

All 13 members on the social staff also won a Clio

“Because in bestowing this award on this

piece of work, we’re actually exposing a

really sad truth. That the advertising industry

has become so top-heavy with cost and

process and approvals and meetings and

waste, that the idea of just making a simple

image, and deploying it to a simple platform

at an opportune moment, is considered at

this point to be ground-breaking.

We’re so screwed, that we’re giving out

awards based less on the work itself, and

based mainly on the fact that someone (by

all appearances) was able to dodge the

bullshit and actually do something.”

Real-Time Marketing:

Does not create the conversation like conventional

marketing

Left = big event/known date

Top = known topic

Source: “Trendology,” Chris Kerns


Top = known topic


Top = known topic

Source: “Trendology,” Chris Kerns

Opportunistic RTM: Performance by Brand

1,200%+ retweets, 1,100%+ favorites

RTM Performance vs. Other Tent Pole

Social Content


Top = known topic

How can you help?

As an employee/representative of a brand, how can you help the “social team”?

- Ask the company to setup a “Real-Time Marketing” email and send thoughts to help plan

- Look at calendars and take note of events the brand should participate in on social

- Are you seeing great real-time marketing as a consumer? Take screenshots and discuss the positives and negatives for future ideas