The 2013 Superbowl blackout, when a simple tweet by Oreo upstaged the hallowed prominence of TV commercials during that event, may go down in history as the coming out moment for realtime marketing . Rather than planning campaigns months in advance, Oreo had a team in place to create something on the fly, in realtime. Since then, however, many RTM campaigns have crashed and burned, showing that they require more than simply creating a viral photo in a split second.
In this webinar, our panelists go beyond the glitz and graphics of a RTM campaign to discuss how to create an empowered team that can respond to a story as it happens, while bearing in mind the boundaries of your brand’s message. Joint us to learn:
- How to empower your team to respond in a way that is timely and relevant - How to parse out hype from genuine RTM opportunities - How to leverage sophisticated monitoring tools to best reach your customers during realtime campaigns - Best practices for a RTM campaign based on current case studies
About the Panel:
Peter Kim is an advisor on social business and marketing strategy. He co-authored the book Social Business By Design and drives global industry discourse at beingpeterkim.com and as @peterkim on Twitter. Peter has been quoted by media outlets including CNBC, CNN, NPR, and The Wall Street Journal and featured as a speaker at events including SXSW, Web 2.0 Expo, and Enterprise 2.0. He was previously Chief Strategy Officer at Dachis Group, an analyst at Forrester Research, and head of international marketing operations, e-commerce, and digital marketing at PUMA AG. Peter holds degrees from the Darden School at the University of Virginia and the University of Pennsylvania.
Pablo Henderson is a lifestyle brand expert with 15+ years of experience working with beverage, automotive, fashion and music industry clients coupled with over a decade of marketing consulting to leading luxury Hotel companies including Starwood Hotels, Diplomat Hotels, Gemstone Resorts International, Crescent Hotels & Resorts, Tecton Hospitality, Sage Hospitality and others. Pablo is a 2013 recipient of the Innovation in Technology Award from the Georgia Hospitality and Lodging Association for his work developing the first hotel branded citywide Wi-Fi network & W Insider Portal. Pablo holds degrees from the University of Guyana, Georgetown and Emory University.
Andrew Ashton is an Analyst on The Social Hive Team at Yum! Brands focusing on online global reputation management for KFC, Taco Bell and Pizza Hut. The team has trained over 250 international associates on using a sophisticated social listening tool for a number of use-cases including: reputation management, marketing, consumer insights and customer service. Further, The Hive provides real-time insights, analysis, engagement opportunities and content to the brands and other functions. Andrew also serves on the board of Best Buddies of Kentucky and advises as the social media strategist. Previously, he was the communications manager for a non-profit organization based in Bloomington, IN. Andrew is an Indiana University School of Journalism Alumni.
Robin Fray Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @RobinCarey