Building Relationships Through Real-Time Relevance
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The document discusses the concept of 'real-time relevancy' in marketing, emphasizing its importance for brands. Key elements include understanding the audience, creating relevant connections, and evolving conversations based on metrics. It highlights the need for organizations to adapt their communication strategies and collaborate more effectively to engage consumers in real time.
Building Relationships Through Real-Time Relevance
- 1. #TDISXSW We built the beehive, now where are the flowers?
- 2. #TDISXSW #AlwaysOn Achieving Real-time Relevancy: Moving at the speed of you Jon-Paul Jacques – Executive Creative Director, Blue Hive Shanghai Lizz Linabury – Senior Digital Strategist, Team Detroit Scott Mills – Director, Brand Strategy – Digital, Team Detroit Stuart O'Neil – Executive Creative Director, Team Detroit #AlwaysOn
- 4. #TDISXSW #AlwaysOn SXSW // The term “real-time relevancy” may seem like the latest buzzword is marketing bingo, but it’s something that companies are placing a lot of value and weight in, but what is it? What does it mean to you?
- 5. Elements of Relevant Communication • Have a deep understanding of your brand and your audience • Create relevant connections with the brand • Project a consistent expression of the brand • Evolve the conversation based upon metrics • Create unexpected moments of connection #TDISXSW #AlwaysOn
- 6. #TDISXSW #AlwaysOn Delivering Value in Real-time
- 7. #TDISXSW #AlwaysOn SXSW // What’s the value or benefit of communicating in real-time? How do you prove this to a company or client who might have apprehensions?
- 8. Measuring the Effectiveness of Real-time • Which tools offer the best metrics to help you modify and evolve your communications? • Can you correlate real-time communications directly to sales? #TDISXSW #AlwaysOn
- 10. #TDISXSW #AlwaysOn SXSW // How are you approaching real-time relevancy?
- 11. Building a New Structure #TDISXSW #AlwaysOn • You must realign your staff to create deeper collaboration across disciplines, resulting in quicker, targeted communications. • Choose not to rely on traditional models (e.g. Facebook) – Surprise and Delight your audience with the unexpected • If you don’t have the answer, connect consumers with an authority who does
- 14. #TDISXSW #AlwaysOn SXSW // What companies or brands do you think are doing real-time relevancy well?
- 15. Real-time Examples • Who were the early adopters of this model? • How does this model differ across cultures? #TDISXSW #AlwaysOn
- 21. #TDISXSW #AlwaysOn SXSW // What have you learned? What are some of the pitfalls to avoid?
- 22. Learning by Doing • What are examples of opportunities you may have missed? • Know that a plan cannot account for every scenario and continuously reevaluate your efforts #TDISXSW #AlwaysOn
- 23. Thank You. • Connect with Team Detroit – – – – Twitter Instagram Tumblr Facebook #tdisxsw #AlwaysOn #TDISXSW #AlwaysOn