The document discusses the rise of real-time web and geo-location technologies and their implications for marketing. Key points include: - People increasingly share information in real-time online through social media and their location. This creates expectations for immediate responses from brands. - Real-time search and feeds allow brands to engage audiences at scale but personally by responding quickly to trends and conversations. - Successful examples include companies responding to customer feedback in real-time and launching targeted local campaigns using geolocation. - For marketers, this means always listening, responding and distributing content where audiences are through their mobile devices in real-time.

1. Real-Time Web and Geo-Location Claire Higgins, Head of Marketing, vtravelled.com

2. “ There is no reason for any individual to have a computer in their home.” Ken Olsen “ A wonderful thing about a book, in contrast to a computer screen, is that you can take it to bed with you.” Daniel J. Boorstin “ The future lies in designing and selling computers that people don't realize are computers at all.” Nicholas Negroponte “ They have the Internet on computers, now?” Homer Simpson “ If there is something good in the world then we copy with pride.” Anssi Vanjoki, Nokia General Manager Reality Check?

3. How we get information How we engage with one another and brands Real-time expectations What about now?

4. 1.3 billion tweets an hour Social sites gaining more traffic in the UK than search engines 65mm users access Facebook via their mobile 70% of bloggers are organically talking about brands on their blog. Source: Hitwise June 2010, econsultancy Jan 2010

5. “ The real-time web is a current and constant flow of conservations, shared experiences and geo context” Resource Interactive RI: Lab 2010

6. Real-time behaviour People are using technology to share what they do, buy, think and watch … creating more and more information. How are we dealing with it? Source: David J Carr

8. Navigating the real-time web

9. Aggregating real-time opinion to improve coverage of real-time events

10. or Customer Relations team √ Real-time customer service

11. First Direct publish a live “sentiment monitor” on their web site as a way of showing transparency and customer feedback "77 per cent of what's said online about first direct is positive" – this is being used in their advertising (ratified by a research firm) Also linked to a customer acquisition promotion, “£100 if you stay with us £200 if you don’t!” Real-time dialogue

12. Real-time campaigns

13. Shortlisted candidates mounted their own campaigns

15. Real-time PR Slide to come

16. “ United Breaks Guitars” by Dave Carroll chalked up 6m views on YouTube After the Dave Carroll incident, United took social media to the heart of their business. They launched a “Mileage Plus Special Offer” that users can register for and receive a special surprise gift when United’s Twitter account hits 10,000 followers They also use ‘twares’: special fares exclusively available to followers of the company’s Twitter account

17. Getting information off the Internet is like taking a drink from a fire hydrant Mitchell Kapor

19. Steal a march on the competition…

22. Geolocation: Emphasis on who you are and where things are

23. Accessible to nearly everyone

24. Geolocation applications

35. Thank you [email_address] @claire_higgins