The emergence of RTM, a new acronym coined to describe "real-time marketing," such as Oreo's trademark tweet during the Super Bowl blackout, is creating new challenges for marketers, brands and the agencies that manage it. But even Oreo's seemingly spontaneous tweet did not happen in a vacuum, according to Matt Wurst, director of digital communities at Dentsu's 360i, which managed the Oreo tweet effort. He says there were actually a number of "guard rails" in place to ensure that Oreo didn't crash and burn from the real-time messaging stunt. While he didn't go into them in detail, another panelist during …

Getting into the nitty-gritty of brand strategy at OMMA Social, we're discussing when and where it is -- and when and where it isn't -- appropriate to engage in various social conversations. As a brand, it's about "identifying your authority to publish," said Gian LaVecchia, Managing Partner and U.S. Digital Lead at MEC. Quite simply, not every brand is in a position to engage in every social conversation, LaVecchia insisted. The International Federation Of Competitive Eating, say, may want to sit out a conversation on heart health. "Setting up criteria for when and where you respond is important," said Matt …

If Sidney Falco, the PR guy played by Tony Curtis in the 1957 classic "The Sweet Smell Of Success," wanted to get his story out today, he most likely wouldn't do it with a press release, or even a power lunch. He'd tweet it. That's pretty much what Guy Yalif, Head of Global Product Marketing at Twitter, suggested during his opening keynote at OMMA Social in New York this morning. Well, he never explicitly made an analogy with that movie (that was my conceit), but he did deliver 140 reasons why "140 characters" can be powerful "real-time signals" for marketers, …

At least via tweet, when marketers scream at consumers (THINK EXCLAMATION POINTS!!!!!) they're considerably less likely to engage with those tweets, according to Guy Yalif, head of global product marketing at Twitter. "Don't scream at [consumers]," he stressed to OMMA Social attendees on Monday. How, then, can marketers get consumers to engage with their tweets? Just ask them a question, Yalif said. When marketers pose a question in a tweet, consumers are nearly 20% more likely to engage with that tweet, Twitter finds.

How do you get consumers to retweet your messages? Just ask, Guy Yalif, head of global product marketing at Twitter, told OMMA Social attendees on Monday morning. "When you ask people to retweet, they're four more times likely to do it," according to Yalif. If you do it too often, however, that percentage will inevitably go down, Yalif warned. Meanwhile, on a long list of reasons why marketers should be using Twitter, Yalif reminded OMMA Social: "When you put out real time content, you get real time feedback."

In a trenchant tweet, AdStack CEO Evan Reiser summarizes the key takeways from the Email Insider Summit: 1) be data driven 2) small tests have big gains 3) measure with performance metrics relevant to your biz.

Trendline Interactive's Morgan Stewart says he was inspired at the Email Insider Summit by Draftfcb executive Chris Miller's citation of the McKinsey customer decision journey.

At the Email Insider Summit, Rapleaf CEO Phil Davis says he's taking away from the conference that companies that have succeeded with content or working with a performance marketer or in any other arena all use data really well. Of course, Rapleaf is in the data business.

Now for the finale, the last panel in the Email Insider Summit. Panelists are charged with summarizing what they learned and suggesting what they can put in place Monday morning based on their takeaways.

As big brands consider performance marketing, Adconion Direct's Amanda Currie says hurdles in convincing them include the CAN-SPAM Act and compression files, but she says there is a benefit there.