SlideShare une entreprise Scribd logo
1  sur  47
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
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!
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
We’re here to talk about 
Real Time 
Marketing
Made famous by this 
OREO 
SUPER BOWL XLVII
And this 
NASA 
OSCARS 2014
And this one too... 
SNICKERS 
2014 FIFA WORLD CUP
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
Real time is 
Crisis management 
CHOBANI YOGURT RECALL, 2013
Real time is 
Customer service 
Responds in 78 mins to 96% of queries 
KLM AIRWAYS
Real time is 
Responding to critics 
BELIZE TOURISM BOARD, 2014
Social channels operate in real 
time. Brands that are not aware 
of their immediate environment 
risk losing great opportunities for 
fan interaction.
But in order to execute in real 
time teams must be set up to 
rapidly respond to the 
environment.
In buzzwords 
The war Room
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/
War rooms 
allow the agility 
to leverage the 
now
War rooms 
focus a team
War rooms 
enforce 
accountability
War rooms 
facilitate 
immediate 
communication
How to do it
Let’s pretend we’re in the 
#Oscars war room for
The key is to 
Plan to be 
spontaneous
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/
Ensure everyone is versed in the 
process 
MONITOR CONVERSATIONS 
IDENTIFY OPPORTUNITIES 
PUBLISH 
Strategist 
Community Manager 
SEEK APPROVAL MAKE CONTENT 
Copywriter 
Designer 
Producer + client 
Analyst
Have 90% 
of content ready 
made
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
Set rules guided 
spontaneity
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
Separate 
important 
conversations 
from fluff
Important 
Critical event moments
Important 
What influencers are saying
Important 
What brands are saying
Important 
What fans are saying
Fluff 
Spam, shared and sponsored 
content 
- Shared content 
- Unrelated to event 
- Sponsored content 
- What partners, clients and agency teams are saying
Established an 
approval process
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.
Have paid media 
briefed and on 
standby
Have audience targeting and 
budget ready to get behind content 
that gains traction.
How to replicate as a one man show 
[without working the weekend]
Let’s pretend 
we have 
one week
Monday 
Set up social listening
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
Wednesday 
Make the content
Thursday 
Schedule everything 
[Netflix]
Friday 
Figure out where the client will be 
• Outline a process for getting content approved 
• Share contact info - email, IM, SMS or Whatsapp
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.
THANKS 
@AmberHorsburgh

Contenu connexe

Tendances

A Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free InsightsA Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free InsightsTom Morton
 
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
 
"Eyes Wide Open, Wallet Half Shut" ANA Presentation
"Eyes Wide Open, Wallet Half Shut" ANA Presentation"Eyes Wide Open, Wallet Half Shut" ANA Presentation
"Eyes Wide Open, Wallet Half Shut" ANA PresentationOgilvy
 
People Don't Care About Your Brand
People Don't Care About Your BrandPeople Don't Care About Your Brand
People Don't Care About Your BrandSlides That Rock
 
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!Digital Annexe
 
SlideShare Experts - 7 Experts Reveal Their Presentation Design Secrets
SlideShare Experts - 7 Experts Reveal Their Presentation Design SecretsSlideShare Experts - 7 Experts Reveal Their Presentation Design Secrets
SlideShare Experts - 7 Experts Reveal Their Presentation Design SecretsEugene Cheng
 
planning at a glance
planning at a glanceplanning at a glance
planning at a glanceNick Smatt
 
Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014Julian Cole
 
Zag brand strategy
Zag   brand strategyZag   brand strategy
Zag brand strategyjohnecooper
 
10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer Experience10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer ExperienceYuan Wang
 
17 Things Powerful People Say
17 Things Powerful People Say17 Things Powerful People Say
17 Things Powerful People SayGetSmarter
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Velocity Partners
 
Fight for Yourself: How to Sell Your Ideas and Crush Presentations
Fight for Yourself: How to Sell Your Ideas and Crush PresentationsFight for Yourself: How to Sell Your Ideas and Crush Presentations
Fight for Yourself: How to Sell Your Ideas and Crush PresentationsDigital Surgeons
 
Pitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersPitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
 
The Number One Mistake Everybody Makes on Twitter
The Number One Mistake Everybody Makes on TwitterThe Number One Mistake Everybody Makes on Twitter
The Number One Mistake Everybody Makes on TwitterGary Vaynerchuk
 
60 Min Brand Strategist NEW
60 Min Brand Strategist NEW60 Min Brand Strategist NEW
60 Min Brand Strategist NEWIdris Mootee
 
Rick James Model for selling innovative ideas
Rick James Model for selling innovative ideasRick James Model for selling innovative ideas
Rick James Model for selling innovative ideasJulian Cole
 
Top 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising ShortlistTop 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising ShortlistJulian Cole
 

Tendances (20)

Bbdo big idea_today
Bbdo big idea_todayBbdo big idea_today
Bbdo big idea_today
 
A Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free InsightsA Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free Insights
 
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.60 Minute Brand Strategist: Extended and updated hard cover NOW available.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.
 
"Eyes Wide Open, Wallet Half Shut" ANA Presentation
"Eyes Wide Open, Wallet Half Shut" ANA Presentation"Eyes Wide Open, Wallet Half Shut" ANA Presentation
"Eyes Wide Open, Wallet Half Shut" ANA Presentation
 
People Don't Care About Your Brand
People Don't Care About Your BrandPeople Don't Care About Your Brand
People Don't Care About Your Brand
 
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!
Seven Habits of Highly Effective Digital Marketers - Tops Tips for 2015!
 
SlideShare Experts - 7 Experts Reveal Their Presentation Design Secrets
SlideShare Experts - 7 Experts Reveal Their Presentation Design SecretsSlideShare Experts - 7 Experts Reveal Their Presentation Design Secrets
SlideShare Experts - 7 Experts Reveal Their Presentation Design Secrets
 
planning at a glance
planning at a glanceplanning at a glance
planning at a glance
 
Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014Digital Strategy Toolbox 2014
Digital Strategy Toolbox 2014
 
Zag brand strategy
Zag   brand strategyZag   brand strategy
Zag brand strategy
 
10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer Experience10 Insightful Quotes On Designing A Better Customer Experience
10 Insightful Quotes On Designing A Better Customer Experience
 
17 Things Powerful People Say
17 Things Powerful People Say17 Things Powerful People Say
17 Things Powerful People Say
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.
 
Fight for Yourself: How to Sell Your Ideas and Crush Presentations
Fight for Yourself: How to Sell Your Ideas and Crush PresentationsFight for Yourself: How to Sell Your Ideas and Crush Presentations
Fight for Yourself: How to Sell Your Ideas and Crush Presentations
 
Pitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersPitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to others
 
The Number One Mistake Everybody Makes on Twitter
The Number One Mistake Everybody Makes on TwitterThe Number One Mistake Everybody Makes on Twitter
The Number One Mistake Everybody Makes on Twitter
 
60 Min Brand Strategist NEW
60 Min Brand Strategist NEW60 Min Brand Strategist NEW
60 Min Brand Strategist NEW
 
Rick James Model for selling innovative ideas
Rick James Model for selling innovative ideasRick James Model for selling innovative ideas
Rick James Model for selling innovative ideas
 
Tbwa speech
Tbwa speechTbwa speech
Tbwa speech
 
Top 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising ShortlistTop 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising Shortlist
 

En vedette

4 Practices for Video Success in 2017
4 Practices for Video Success in 20174 Practices for Video Success in 2017
4 Practices for Video Success in 2017Julian Cole
 
The Art of WarRoom
The Art of WarRoomThe Art of WarRoom
The Art of WarRoomIBM
 
How to Run a Design War Room
How to Run a Design War Room How to Run a Design War Room
How to Run a Design War Room Joann Wu
 
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...Altimeter, a Prophet Company
 
Case Study: Katy Perry
Case Study: Katy PerryCase Study: Katy Perry
Case Study: Katy Perryjkfernandes17
 
Designing an efficient IT operations war room/Command Centre
Designing an efficient IT operations war room/Command Centre Designing an efficient IT operations war room/Command Centre
Designing an efficient IT operations war room/Command Centre Enamul Haque
 
European ChemSex Forum Report
European ChemSex Forum ReportEuropean ChemSex Forum Report
European ChemSex Forum ReportReShape
 
Video ads-the-programmatic-channel research-studies
Video ads-the-programmatic-channel research-studiesVideo ads-the-programmatic-channel research-studies
Video ads-the-programmatic-channel research-studiesAdCMO
 
Kingfisher C5s Corporate Futsal 2011
Kingfisher C5s Corporate Futsal 2011Kingfisher C5s Corporate Futsal 2011
Kingfisher C5s Corporate Futsal 2011tashidorjey
 
10 social media campaign in Thailand
10 social media campaign in Thailand10 social media campaign in Thailand
10 social media campaign in Thailandthanatbank
 
Digital Marketing Presentation 2015
Digital Marketing Presentation 2015Digital Marketing Presentation 2015
Digital Marketing Presentation 2015John Quirke
 
Workshop Innovation War Room
Workshop Innovation War RoomWorkshop Innovation War Room
Workshop Innovation War RoomAlbregts Anke
 
Netherlands presentation
Netherlands presentationNetherlands presentation
Netherlands presentationThomas_McMillan
 

En vedette (19)

4 Practices for Video Success in 2017
4 Practices for Video Success in 20174 Practices for Video Success in 2017
4 Practices for Video Success in 2017
 
The Art of WarRoom
The Art of WarRoomThe Art of WarRoom
The Art of WarRoom
 
How to Run a Design War Room
How to Run a Design War Room How to Run a Design War Room
How to Run a Design War Room
 
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned ...
 
Macklemore, The Story
Macklemore, The StoryMacklemore, The Story
Macklemore, The Story
 
Marketing war room
Marketing war roomMarketing war room
Marketing war room
 
Case Study: Katy Perry
Case Study: Katy PerryCase Study: Katy Perry
Case Study: Katy Perry
 
Designing an efficient IT operations war room/Command Centre
Designing an efficient IT operations war room/Command Centre Designing an efficient IT operations war room/Command Centre
Designing an efficient IT operations war room/Command Centre
 
European ChemSex Forum Report
European ChemSex Forum ReportEuropean ChemSex Forum Report
European ChemSex Forum Report
 
Video ads-the-programmatic-channel research-studies
Video ads-the-programmatic-channel research-studiesVideo ads-the-programmatic-channel research-studies
Video ads-the-programmatic-channel research-studies
 
Social Media in Education | For Thai Airways
Social Media in Education | For Thai AirwaysSocial Media in Education | For Thai Airways
Social Media in Education | For Thai Airways
 
Kingfisher C5s Corporate Futsal 2011
Kingfisher C5s Corporate Futsal 2011Kingfisher C5s Corporate Futsal 2011
Kingfisher C5s Corporate Futsal 2011
 
Republic Day Rink Football Tournament
Republic Day Rink Football TournamentRepublic Day Rink Football Tournament
Republic Day Rink Football Tournament
 
Veterans Rink Football Tournament 2016
Veterans Rink Football Tournament 2016Veterans Rink Football Tournament 2016
Veterans Rink Football Tournament 2016
 
10 social media campaign in Thailand
10 social media campaign in Thailand10 social media campaign in Thailand
10 social media campaign in Thailand
 
Digital Marketing Presentation 2015
Digital Marketing Presentation 2015Digital Marketing Presentation 2015
Digital Marketing Presentation 2015
 
Workshop Innovation War Room
Workshop Innovation War RoomWorkshop Innovation War Room
Workshop Innovation War Room
 
2010 FIFA World Cup: South Africa
2010 FIFA World Cup: South Africa2010 FIFA World Cup: South Africa
2010 FIFA World Cup: South Africa
 
Netherlands presentation
Netherlands presentationNetherlands presentation
Netherlands presentation
 

Similaire à Create A Great Social Media War Room

Creating Landmark Events
Creating Landmark EventsCreating Landmark Events
Creating Landmark EventsAlex Vail
 
The Rise of the Customer-Centric Company (The ‘3 Cs’)
The Rise of the Customer-Centric Company (The ‘3 Cs’)The Rise of the Customer-Centric Company (The ‘3 Cs’)
The Rise of the Customer-Centric Company (The ‘3 Cs’)amber-javaid
 
7 essential lessons for successful live streaming by Tony Sprando & Newtek
7 essential lessons for successful live streaming by Tony Sprando & Newtek7 essential lessons for successful live streaming by Tony Sprando & Newtek
7 essential lessons for successful live streaming by Tony Sprando & NewtekTony Sprando
 
Pitch Populate Company Profile 2023.ppsx
Pitch Populate Company Profile 2023.ppsxPitch Populate Company Profile 2023.ppsx
Pitch Populate Company Profile 2023.ppsxPitchPopulate
 
Pitch Populate Company Profile
Pitch Populate Company ProfilePitch Populate Company Profile
Pitch Populate Company ProfilePitchPopulate
 
Be The Machine Winter Resorts
Be The Machine Winter ResortsBe The Machine Winter Resorts
Be The Machine Winter Resortsthemachinenyc
 
Selling Your Personal Brand with Services
Selling Your Personal Brand with ServicesSelling Your Personal Brand with Services
Selling Your Personal Brand with ServicesJustice Mitchell
 
What's Next for Content Studios
What's Next for Content StudiosWhat's Next for Content Studios
What's Next for Content StudiosOgilvy Consulting
 
Real-Time Marketing: The Ability to Leverage Now - Webinar
Real-Time Marketing: The Ability to Leverage Now - WebinarReal-Time Marketing: The Ability to Leverage Now - Webinar
Real-Time Marketing: The Ability to Leverage Now - WebinarRebecca Lieb
 
Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...
Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...
Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...Spredfast
 
10 things every business person should know about content strategy
10 things every business person should know about content strategy10 things every business person should know about content strategy
10 things every business person should know about content strategyMelissa Rach
 
[En] Mastering digital marketing like a boss - Slides & more
[En] Mastering digital marketing like a boss - Slides & more[En] Mastering digital marketing like a boss - Slides & more
[En] Mastering digital marketing like a boss - Slides & moreA Mon Boss
 
Richter Campaign Explained
Richter Campaign Explained Richter Campaign Explained
Richter Campaign Explained RICHTER
 
Marketing Finder-SDL-Online-Engagement
Marketing Finder-SDL-Online-EngagementMarketing Finder-SDL-Online-Engagement
Marketing Finder-SDL-Online-Engagementmarketinghannahfinder
 
Newsroom of-the-future Workflows Digital transformation Discussion
Newsroom of-the-future Workflows Digital transformation DiscussionNewsroom of-the-future Workflows Digital transformation Discussion
Newsroom of-the-future Workflows Digital transformation DiscussionTim Jones
 
Navigating the Inner and Outer Loops--Effective Office 365 Communications
Navigating the Inner and Outer Loops--Effective Office 365 CommunicationsNavigating the Inner and Outer Loops--Effective Office 365 Communications
Navigating the Inner and Outer Loops--Effective Office 365 CommunicationsChristian Buckley
 
Real-Time Marketing
Real-Time MarketingReal-Time Marketing
Real-Time MarketingBea Atienza
 
Real-time marketing is just marketing
Real-time marketing is just marketingReal-time marketing is just marketing
Real-time marketing is just marketingSMG_UK
 
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013Mom's Choice Awards
 

Similaire à Create A Great Social Media War Room (20)

Content Marketing Master Class - Seanice Lojede , Blu Flamingo Digital
Content Marketing Master Class - Seanice Lojede , Blu Flamingo DigitalContent Marketing Master Class - Seanice Lojede , Blu Flamingo Digital
Content Marketing Master Class - Seanice Lojede , Blu Flamingo Digital
 
Creating Landmark Events
Creating Landmark EventsCreating Landmark Events
Creating Landmark Events
 
The Rise of the Customer-Centric Company (The ‘3 Cs’)
The Rise of the Customer-Centric Company (The ‘3 Cs’)The Rise of the Customer-Centric Company (The ‘3 Cs’)
The Rise of the Customer-Centric Company (The ‘3 Cs’)
 
7 essential lessons for successful live streaming by Tony Sprando & Newtek
7 essential lessons for successful live streaming by Tony Sprando & Newtek7 essential lessons for successful live streaming by Tony Sprando & Newtek
7 essential lessons for successful live streaming by Tony Sprando & Newtek
 
Pitch Populate Company Profile 2023.ppsx
Pitch Populate Company Profile 2023.ppsxPitch Populate Company Profile 2023.ppsx
Pitch Populate Company Profile 2023.ppsx
 
Pitch Populate Company Profile
Pitch Populate Company ProfilePitch Populate Company Profile
Pitch Populate Company Profile
 
Be The Machine Winter Resorts
Be The Machine Winter ResortsBe The Machine Winter Resorts
Be The Machine Winter Resorts
 
Selling Your Personal Brand with Services
Selling Your Personal Brand with ServicesSelling Your Personal Brand with Services
Selling Your Personal Brand with Services
 
What's Next for Content Studios
What's Next for Content StudiosWhat's Next for Content Studios
What's Next for Content Studios
 
Real-Time Marketing: The Ability to Leverage Now - Webinar
Real-Time Marketing: The Ability to Leverage Now - WebinarReal-Time Marketing: The Ability to Leverage Now - Webinar
Real-Time Marketing: The Ability to Leverage Now - Webinar
 
Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...
Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...
Smart Social Summit 2017 | Tomorrow's Customer Experience is Happening Today:...
 
10 things every business person should know about content strategy
10 things every business person should know about content strategy10 things every business person should know about content strategy
10 things every business person should know about content strategy
 
[En] Mastering digital marketing like a boss - Slides & more
[En] Mastering digital marketing like a boss - Slides & more[En] Mastering digital marketing like a boss - Slides & more
[En] Mastering digital marketing like a boss - Slides & more
 
Richter Campaign Explained
Richter Campaign Explained Richter Campaign Explained
Richter Campaign Explained
 
Marketing Finder-SDL-Online-Engagement
Marketing Finder-SDL-Online-EngagementMarketing Finder-SDL-Online-Engagement
Marketing Finder-SDL-Online-Engagement
 
Newsroom of-the-future Workflows Digital transformation Discussion
Newsroom of-the-future Workflows Digital transformation DiscussionNewsroom of-the-future Workflows Digital transformation Discussion
Newsroom of-the-future Workflows Digital transformation Discussion
 
Navigating the Inner and Outer Loops--Effective Office 365 Communications
Navigating the Inner and Outer Loops--Effective Office 365 CommunicationsNavigating the Inner and Outer Loops--Effective Office 365 Communications
Navigating the Inner and Outer Loops--Effective Office 365 Communications
 
Real-Time Marketing
Real-Time MarketingReal-Time Marketing
Real-Time Marketing
 
Real-time marketing is just marketing
Real-time marketing is just marketingReal-time marketing is just marketing
Real-time marketing is just marketing
 
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013
 

Dernier

Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 

Dernier (20)

Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 

Create A Great Social Media War Room

  • 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
  • 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
  • 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
  • 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.