Succeed With Real-Time Content Marketing

Real-time marketing is apparently hard. I mean, you have to be real-time. That means when something happens, you have to react to it now. I think real-time is somewhat of a weird term. It's somewhat of a weird coin term. It's probably also a term that we are going to be seeing is going to fade away a little bit. So the talk of today is still relevant, but it's probably just going to be in another term within 2016. A little bit about me. I'm Jacob, as mentioned. Head of Social at Mindshare. Mindshare is a media and communication agency that works with clients as Faxa Kondi, Dove, Ford, along with a lot of other large international clients and smaller Danish or national clients. We call ourselves an integrated media and communication agency, thriving on data-driven creativity, trying to get all of the data that the media agency typically has and integrate that into a creative process. Doesn't always work, but we try. Succeed with real-time marketing. That's a very hard topic to do in 15 minutes, but I'm going to try and rush through this. Speed is crucial, especially in the fight for relevance. When we're looking at news feeds and the way streams work, it used to be the rule that within 3 hours your post is not relevant anymore. That's probably not true. Most posts or most content that you produce as a brand is just as relevant tomorrow as it is today. But the posts that we are trying to work on that are real-time are probably not going to be. And if they are, it's because it's the longevity of PR or other things that is keeping the excitement phase going, as we see over here. You've probably seen this kind of slide before, or at least the curve, where the trigger is at the bottom. This is basically created for the political specter. When politicians were doing newsjacking, for example, this would be the breaking of a story at the bottom. Then journalists would be scrambling to actually produce some kind of follow-up article. This is where politicians would go in and try to newsjack that. So, for example, the article would read, somebody thinks something about this. And then the next article three hours later would be, this name of this politician thinks about this subject that we had anything on later. For brands, this is basically discussing what is happening real-time out in the popular culture. So what we want to do is we want to be ready for the excitement phase with our content to actually make sure that we can boost it if it's something that's exciting. So this is where we go into the real-time adaptive measurement. We don't want to start pushing out content that's not performing with money. So keep in mind to measure what you're doing so you're ready for this peak readiness of engagement. But basically, this is just a model for anything that will be popular culture. This could be completely off. And basically, I don't really agree with this slide very much. This is, for me, a perfect example of what real-time marketing is. And I'll tell you why after that. Would this work? You can't press it. Here we go. Here we go. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. trend that's right now flowing anywhere in the media because you want to be part of that because you want to go viral. But it has nothing to do with your brand. It has nothing to do with your product. Your content creators or your creatives are probably pulling out their hair because they hate this. They don't like this kind of work. They want to be on brand. They want to have topics that they can relate to in their creative boxes. So strategy, if you want to do real-time marketing, is extremely crucial. But basically, it's more about changing your culture. It's about evolving the culture within your organization to be ready for this kind of speed and to be ready for this kind of strategy because you need to kill your organizational lines. You can't have an executive at the top level who's had 750 emails and hasn't slept for 48 hours being some kind of bottleneck for producing an awesome piece of content that would get you into a newspaper anywhere or get you maybe on Good Morning Denmark tomorrow. That would be awesome. So you need to have people thinking or you need to change the culture of your organization. You have to go from being an advertiser to thinking more as a media platform, which also means that you would have to go in and actually produce the kind of content that a journalist would. We're going to get back to that. At Mindshare, we are currently using this as some kind of a beta test of how we think about content and content hubs and how we produce it. We call it Origo. Origo is the center, or nullpunktet i koordinetsystem, the center of a coordinate system. It's where everything else flows from. So the way that we try to produce our content when we do it is that we want to make sure that we have a content hub where we place our piece of content on, and that same hub should be able to actually distribute that piece of content. So an example could be a Facebook page. That's a fairly good placeholder for a piece of content, and you can distribute it. But we're also seeing a lot of content on rented land. So you want to go back to owned media, perhaps, to actually get that data, get people into your website. So if you can think in those terms, that's also a very good strategy. This process, basically, I don't know why that came out so small. Sorry about that. But it's basically content production, content administration, and content distribution. And if we are to believe the first slide of relevance, this has to happen within 12 hours. So you need to have your systems ready as well. You need to have your platforms ready to actually do this, because else you're probably wasting a lot of creative money on producing content that no one will see. And distribution is actually probably the hardest part for most of these people. Getting the actual paid budget behind a post within hours is something that for many brands is difficult, because they might work with an agency that's maybe an advertising agency. They have to produce the piece of content. Then they have to give that to maybe a media agency who handles their paid social. And before this is all gone, everybody's going to have to produce the piece of content. Everybody has emails. 48 hours has passed, and this piece of content is completely dead. It's not relevant for anyone. So you need to have your lines and your systems in place. Also, what you have to do if you are in charge of this brand or anything else, you have to change your own mindset from a marketing officer to an editor-in-chief. You have to think about what kind of conversations can my brand be a part of? Are we meeting deadlines? So it's basically a mentality change more than it's a way of producing content, for me at least. And your content creators, they have to think more as journalists. Try to give them a hat on. Basically, just make a hat for them that says journalist. I think they would thrive on that for a day, because they would just love to have this like, all right, awesome. I have to find stories. I have to dig them out, and I have to get people to say this, and I have to produce at least five pieces of content that's going to go viral within a day, because that's the basic, I think, work progress for a journalist today. What's funny about this is that you would think that most organizations would have this Fortune favors the brave as a kind of template for working there, because you would want people to be proactive. You would want people to actually go out and actually do it and not just sit on their ass and wait for somebody to give them permission to do it or ask them to do it. But 99% of all organizations are just not born this way. We're born to not take the risk of actually risking our job and taking this leap of faith. And nobody wants to be that fish, at least not the first fish, because if you miss the bowl, you're probably dead. So unless you're in an environment or a culture where a threat is seen as a threat or an opportunity is seen as a threat, and the threat is not seen as an opportunity, you're not going to be able to thrive or actually create a culture for real time marketing. So you need to make sure that every single executive or at least your agency or your brand manager or whoever is the stakeholder here, make sure that there's a clear strategy, the culture is in place for this, you're thinking as a journalist, and it's okay to make mistakes, because if you have to act in three hours, somebody is gonna, at one point, do something that's probably not on brand, or they forgot the logo at the bottom or something else happened. That was probably not exactly how it should be if you had two weeks to create this piece of content. But this are, these are unfortunately the terms of real time right now. And at the end, this all comes down to being able to trust every single partnership that you have, either if it's with an agency or if it's with your boss. And that's the end of this video. Thank you so much for watching. I hope you enjoyed it. And I'll see you in the next one. Bye bye. If you have to trust us or if it's with your employees, you have to trust them to make the right decision on behalf of your brand. If you are to work in real time. And about this trust, I just want to show this funny little video about this puppy taking the leap of faith every single time. And it's just happy to do it. Everyone likes puppies. And they work in real time marketing as well. That's it for me. Thank you.