This is a guide to building a solid real time marketing plan for live events using Netflix at the 2014 Oscars as a case study. I presented this at Upload Lisboa 2014, Portugal's largest digital and social media conference. If you are interested in me presenting at your event please shoot me an email: aehorsburgh@gmail.com This presentation proposes that brands should build real-time marketing into their every day practice through smaller events that align well with brand values. (Slides 4 - 13) It then looks at the inner workings of a social media war room, sharing how to plan for real-time opportunities with Netflix at the Oscars. (Slides 14 - 38) Finally it shows how to scale a war room for teams as small as one person with the required free tools. (Slides 39 - 46).

1. A War Room
of One
An all you need guide to creating a pretty
awesome real-time marketing practice
for teams large and small.
@AmberHorsburgh

2. I made this presentation at Upload Lisboa 2014. Portugal’s
largest digital & social media marketing conference.
It has been modified just slightly for Slideshare. Enjoy!

3. What you will hear from me today
1. What we mean when we talk about real time marketing
2. Executing successful real time marketing with War Rooms
3. The war room of one

4. We’re here to talk about
Real Time
Marketing

5. Made famous by this
OREO
SUPER BOWL XLVII

6. And this
NASA
OSCARS 2014

7. And this one too...
SNICKERS
2014 FIFA WORLD CUP

8. But its not just that.
“For most brands the real event is not the Super Bowl but
smaller and mid-size moments that align to brand values
and offer an opportunity to create an experience in near
real time.”
- Linda Boff, Executive Director of global brand marketing GE

9. Real time is
Crisis management
CHOBANI YOGURT RECALL, 2013

10. Real time is
Customer service
Responds in 78 mins to 96% of queries
KLM AIRWAYS

11. Real time is
Responding to critics
BELIZE TOURISM BOARD, 2014

12. Social channels operate in real
time. Brands that are not aware
of their immediate environment
risk losing great opportunities for
fan interaction.

13. But in order to execute in real
time teams must be set up to
rapidly respond to the
environment.

14. In buzzwords
The war Room

15. WAR ROOM.
A place that centralizes operations for performing a
given project.
Image courtesy of LA Times http://framework.latimes.com/2012/12/11/times-editors-working-during-first-world-war-ii-blackout/

16. War rooms
allow the agility
to leverage the
now

17. War rooms
focus a team

18. War rooms
enforce
accountability

19. War rooms
facilitate
immediate
communication

20. How to do it

21. Let’s pretend we’re in the
#Oscars war room for

22. The key is to
Plan to be
spontaneous

23. COMMUNITY
MANAGER
Assign everyone a role
ANALYST STRATEGIST
COPYWRITER
DESIGNER
PRODUCER
Image courtesy of LA Times http://framework.latimes.com/2012/12/11/times-editors-working-during-first-world-war-ii-blackout/

24. Ensure everyone is versed in the
process
MONITOR CONVERSATIONS
IDENTIFY OPPORTUNITIES
PUBLISH
Strategist
Community Manager
SEEK APPROVAL MAKE CONTENT
Copywriter
Designer
Producer + client
Analyst

25. Have 90%
of content ready
made

26. Fill the content calendar before the
show even begins
70%
PRE-APPROVED
- Design assets
- Copy
- Concepts
- Community management strategy
- Success metrics
- Measurement dashboards
- Influencer lists
20%
SEMI-APPROVED
- Templated designs
- Copy options
- Reporting templates
10%
REACTIVE
- Community interactions
- Reactions to key moments
- Social listening

27. Set rules guided
spontaneity

28. Empower the team to seek
real-time opportunities
RULES FOR ENGAGEMENT 1. Respond to people with high follower counts
2. Media interactions require client approval
3. Don’t ignore customer service questions
4. Don’t interrupt conversations between friends
5. Don’t respond to people that talk frequently about competitors

29. Separate
important
conversations
from fluff

30. Important
Critical event moments

31. Important
What influencers are saying

32. Important
What brands are saying

33. Important
What fans are saying

34. Fluff
Spam, shared and sponsored
content
- Shared content
- Unrelated to event
- Sponsored content
- What partners, clients and agency teams are saying

35. Established an
approval process

36. Obtained approval ahead of time
BE COOL WITH LEGAL
Ensure the things said about
the brand can be said about
the brand.
BE COL WITH CLIENT
Establish communication flow
for quick edits and approval
during event.

37. Have paid media
briefed and on
standby

38. Have audience targeting and
budget ready to get behind content
that gains traction.

39. How to replicate as a one man show
[without working the weekend]

40. Let’s pretend
we have
one week

41. Monday
Set up social listening

42. Red Carpet
BEST & WORST DRESSED
Possible events Broadcast
Awards Ceremony Post Show Recaps
INTERVIEWS
LATE ARRIVALS
OPENING PERFORMANCE
HOST SPEECH
LATE ARRIVALS
CATEGORY WINNERS
LIFETIME ACHIEVEMENT
BEST ACTOR
BEST & WORST DRESSED
SPEECH QUOTES
Tuesday
Map the previous event

43. Wednesday
Make the content

44. Thursday
Schedule everything
[Netflix]

45. Friday
Figure out where the client will be
• Outline a process for getting content approved
• Share contact info - email, IM, SMS or Whatsapp

46. If you remember only three things. Remember these...
1. Real time marketing is most effective when participating in
events that align with brand goals, not unrelated gigantic ones.
2. To be set up for real time marketing success operate as a war
room.
3. War rooms can scale big and small. Planning is key.

47. THANKS
@AmberHorsburgh