SlideShare ist ein Scribd-Unternehmen logo
1 von 70
Downloaden Sie, um offline zu lesen
Real-Time Marketing:
The Agility to Leverage ‗Now‘
Spring 2014
Rebecca Lieb, Industry Analyst
@lieblink
AGENDA
•
•
•
•

Defining RTM
Benefits & Risks
The Six Primary Use Cases
12 Steps to Prepare for RTM
DEFINITION
The strategy and practice of
responding with immediacy to external
events and triggers. It‟s arguably the
most relevant form of
marketing, achieved by listening to
and/or anticipating consumer interests
and needs.
Customers now expect brands
to respond in near-real time
•

•

Source: Lithium Technologies 2013

Over half surveyed
want a response in <1
hour.
38% feel more
negative about the
company if no
response received.
Real-time marketing makes a
difference

Impacts marketing outcomes
Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing.
http://golinharris.com/#!/insights/real-time-marketing-research/

Turbocharges other marketing
BENEFITS OF RTM
• ―Surprise & delight‖

• Right message at the right time
• Brand relevance
• Always-on
Oreo: The RTM Poster Child
This year, Arby‘s rocked RTM at the
Grammy‘s
Meanwhile, other brands jumped on Arby‘s
bandwagon… in real-time!
At this year‘s Superbowl, JC Penny
planned fake drunken tweets…

All in the name of promoting their new ―Team USA‖
mittens ahead of the Olympics
CHALLENGES OF
RTM
• Plotting strategy & analysis

• Requires intensive preparation, training
• Potential for risk & reactivity
• Shift in mindset
• Risk of ―culture-jacking‖
Kenneth Cole‘s RTM #fail
The Six Primary Use Cases
of
Real-Time Marketing
14
Use Case #1: BRAND EVENTS
Planned & Proactive
•

Conferences, product
launches, media
events, customer events, etc.

•

Advance prep of content
strategy and execution

•

Staff available to engage, react
to anticipated posts

•

Few surprises
Salesforce uses Facebook app to stream
live brand events

Salesforce Live, the app
and dedicated microsite
also integrate social
feeds to drive (and
monitor) event
conversation.
Use Case #2: ANTICIPATED
EVENTS
Planned & Proactive
•

Major media events, tradeshows
(e.g. SuperBowl, Emmy‘s, etc.)

•

Like brand events, ―locked and
loaded‖ approach to content
strategy & execution

•

Staff available to engage, react to
anticipated posts

•

Showcases brand voice,
relevance
HBO prepares content for real-time
relevance during Emmys

―We know we need freedom to
develop content on the fly, but we
also need to know the guardrails if
anything should be escalated.
There are built-in parameters for
each campaign.‖
-Sabrina Caluori VP Social
Media & Performance Marketing at HBO
Starbucks promotes a warm nudge
towards coffee during Blizzard Nemo

Starbucks targeted Facebook and Twitter
conversations around the blizzard, specifically
rending ads for viewers clicking on the
hashtags #Nemo and #blizzard and testing
different copy.
Use Case #3: LOCATION/OBJECTBASED
Planned & Reactive
•

GPS, NFC, or other sensor-based reaction to location, action, or request

•

Taps into location-based triggers which prompt an offer or action in realtime

•

Internet of Things brings endless possibilities with uncanny relevance in
real-time

•

Right person, right content, right time, right place

20
Taco Bell partners with Waze to entice
nearby drivers

Taco Bell leverages several brand integrations
into the Waze app: promoting branded pins of
locations, destination-specific targeting, custom
campaign messaging (if tapped), etc.
MGM Resorts serves up recommendations
based on guests‘ location, interests

MGM Resorts sends notifications for
nearby restaurants, shopping, show
deals, coupons, etc., via guests‘
smartphones, based on geolocation, loyalty member status, and
preferences.
Use Case #4: PREDICTIVE ANALYTICSBASED
Planned & Reactive
•

Branded actions occurring as a result of predictive analytics (e.g.
recommendations based on browsing history)

•

Sometimes combined with other marketing solutions‘ data sets (e.g.
Marketing Automation)

•

Accessibility will grow as data solutions become easier to implement
Walgreens responds to in-store
Foursquare check-ins with scannable
coupon
Marketo tracks and scores engagement to
automate relevant content for lead
nurturing
Use Case #5: CUSTOMER
INTERACTION
Unplanned & Reactive
•

Customer service, handling
complaints, community interactions,
crisis management, CRM, etc.

•

Requires both reactive and
anticipatory work
•
•
•
•
•

Triage workflow
Crisis communications plan
Determining what will be responded to
and where
Empowering staff
Coordination across functions
PretzelCrisps listens for those in need of a
snack, rewards them with a sample
JetBlue aims for response times of <1
hour, engages both positive and negative
mentions
USA Network interacts with fans in realtime with Character Chatter
Use Case #6: BREAKING NEWS
Unplanned & Reactive
•

Reacting to unanticipated events
(e.g. news) with a legitimate, relevant
message

•

Difficult to prepare for, often
emotionally charged events; acute
sensitivity required

•

Risk of ‗culture-jacking‘

•

Established creative, collaborative,
and approval processes key to agility

30
Coca-Cola suspended ad spend, donated
instead to Typhoon relief
Eurocontrol responds to environmental
crisis via Facebook, LinkedIn & Twitter

Eurocontrol used #euva and #ashtag to monitor and
respond to conversations about the Icelandic volcanic
ash cloud. Followers adopted Eurocontrol‘s
hashtags, including them in stories and tips shared.
Epicurious found itself backpeddling after
Boston Marathon #RTMFAIL
oll:

Which RTM use
case does your
organization find the
most challenging?
Twelve Steps to Prepare for
Real-Time Marketing
[Slides] Real-Time Marketing: The Agility to Leverage Now
37
1. Listen & Learn
Lay the foundation of customer
understanding, goals and content strategy
•
•

Real-time listening for customers, competitors, industry,
buzz, events
Analytics tools to track and benchmark
2. Define RTM Business Goals
Define the goals RTM will serve at the business
and program level
•

E.g. brand
relevance, favorability, consideration, purcha
se intent, conversion, loyalty

•

Results serving these goals help justify
program expansion across functions to
executives
3. Integrate with Content Strategy
Alignment is foundational to creating guidelines
around what, how, when to respond, publish, listen
•

•

•

Provides reference point for rapid
decision-making
Content strategy includes training for all
stakeholders around goals, brand
voice, POV, tone, messaging, values, and
content
Aids in the creation of ―locked & loaded‖
and evergreen content
“Develop a brand compass if you don‟t
already have one, and apply it to real-time
marketing. Set the boundaries around what
does and does not make sense for you to
participate in, so that every time something
is trending, the team isn‟t asking: „Is this
appropriate?‟”
-Sabrina Caluori
VP Social Media & Performance Marketing at HBO
Pepsi lives its ―Live for Now‖ slogan with Pepsi
Pulse, integrating real-time content into evergreen
content hub
4. Integrate with Channel Strategy
Channel strategy dictates the where of RTM
•

•
•

Consider where is target audience
found; where conversations are
occurring; changing media habits
Consider appropriate content assets
for channel
Consider how top RTM channels
relate to content strategy as well as
temporal and cultural differences
Most Critical Channels for Real-Time
Marketing
Mini Cooper listens to social buzz to instruct
content targeting

Mini Cooper tapped into
existing conversations
with content geared
towards Facebook
followers in the Northeast
Results:
+2,000 likes
1,200 shares
5. Define ―Time‖ Element &
Expectations
Define what RTM means for your unique programs
and channels
∙ Let this guide expectations for responding and
publishing based on organizational capabilities
∙ Consider temporal expectations for different RTM use
cases and scenarios
∙ Not all companies can or will operate 24/7
Halo BCA averages three-minute turnaround
in >90% of customer inquiries
Dell‘s SLA: Respond to all inquiries within 2 hours
in the channel in which it was received

Dell aligns its customer support around their policy to respond to 100% of inbound
customer interactions within a 2-hour time period, through the channel in which it was
received.
―Real-time lasts as long as volume of
conversation is still there. If you can ride that
wave, push it out as much as you can. It can
be anywhere from two days to a couple
weeks, so long as your customers are still
talking about it.‘‖
-Jason Miller
Senior Manager of Content & Social at LinkedIn
6. Establish Guardrails & Trust
Pre-define guardrails and streamline
processes
• Simplify legal approval to Yes/No response
• Have the necessary teams on deck
• Create a ‗mini-playbook‘ to build confidence
Symantec‘s three questions all employees must
ask before posting

•
•

•

Symantec‘s ‗mini playbook‘ helps build
confidence and empower employees to act
autonomously on behalf of the brand.
‖Ultimately, it‘s all about common sense and
what feels right.‖
- Charlie Treadwell, Director of Social
Marketing at Symantec
7. Anticipate Negative RTM
Preparedness help mitigate risks, but brands must
be actively and proactive ready for anything
•
•

There is an imperative to respond in real-time to
negative brand events as they unfold
Coordinate with corp. comms to establish reactive
and proactive guidelines:
Reactive

Proactive

Create plan for action: apology,
response, improvement

Monitor social buzz w/ listening
tools

What, how, where to respond
and message

Set alerts for suspect keywords
or mentions

Act human

Stay agile
Listening helped one company avoid crisis in the
face of the Boston Marathon Bombing

Even before the news of the Boston
bombing hit the airwaves, the company
detected mentions of it on Twitter and
quickly pulled infographic from the
queue, sidestepping what would have come
across as insensitive and promotional in the
face of the tragedy.
After racist ad blunder, Mountain Dew
amplifies apology with promoted tweet
55
8. Assemble Teams & Tools
Successful RTM requires constituents be
available, informed, educated, and empowered
Teams
Social

Listening

Creative, Copywriters

Analytics

Brand

Design

Corp Comms/PR

Digital assets

Legal

Publishing tools

Measurement

•

Tools

Collaboration

Ensure streamlined execution by taking a ―war room‖
approach
Apply the ―War Room‖ technique
based on the RTM use case

Unplanned & Reactive

Anticipated Events

Planned & Proactive

Existing content hub or
social media team
OR
Pre-identified and
trained virtual team

RTM hub drives
approvals, design,
triage, and publication
OR
Brands without
existing RTM team
assembles the
equivalent for special
events

All stakeholders
involved in RTM
assemble for regularly
scheduled meetings to
discuss opportunities,
guidelines, strategy,
etc.
Adobe assembles key stakeholders weekly to
discuss real-time strategy & execution

Corporate
Comms/P
R

Brand

Creative

RealTime
Marketing
Execution
Legal

Social

Measure
ment

Discusses RTM’s role in:
• Newsworthy events
• Upcoming campaigns
• Brand events
• Alignment with strategy
―At Adobe, we operate a creative newsroom that
meets on a regular basis to identify upcoming
items to plan for (e.g., news, events, etc.) and talk
about what is relevant, what we could do more of,
where we could take certain ideas. We have the
right people in the room on an ongoing basis so
that we don‘t need a lot of levels of approval and
everyone understands their role — this helps us go
from ideation to action much more quickly.‘‖
-Chad Warren
Senior Social Media Strategist at Adobe
Although Oreo‘s famous
tweet during the Super Bowl
captured the limelight

it was the fully staffed
Super Bowl ―war room‖
(uniting all brand and
agency stakeholders)
that enabled the rapid
design, approval, and
publication of that tweet.
9. Establish Triage
Connect certain cues or events to repeatable
workflows
•
•

Consider how users may respond, identify what
warrants brand response
Train all stakeholders, especially community managers,
to:





Identify threatening language cues & brand risks
Know who/how many will respond and how to do so in a
human way
[When/How] to escalate to legal, PR, etc.
Build workflows based on positive and
negative interactions
[Slides] Real-Time Marketing: The Agility to Leverage Now
10. Train & Test All Parties
This step is critical to enabling trust and
empowerment needed to act in real-time
• Training must occur across all stakeholders and
include both strategic & tactical elements
•
•
•

Community managers (i.e. those posting and
responding)
Those creating, approving, distributing, monitoring
Internal & external stakeholders (incl. vendors &
agencies)
Training must include strategic AND
executional elements
Strategic

Executional

 RTM‘s integration with larger content
& brand strategy

 Guidelines, guardrails, roles, triages,
response time requirements

 RTM‘s role across the org. (e.g.
Customer Service, Sales, HR etc.)

 How to manage workflows based on
RTM‘s role across the org; when to
triage to other functions

 Deep training around brand identity,
voice, vision, risks, affiliations, and
programs

 Sample scenarios of how customers,
the crowd, and media could respond
to RTM

 Which channels will support RTM,
which will not, and why

 How to leverage measurement and
reporting to plan and act in real-time

 How RTM program will be measured
and optimized

 Best practices using technology
supporting RTM

 The role of agencies & technology
vendors (if applicable)

 Resources (e.g. contacts, phone
numbers, vendor support, etc.)
11. Identify Analytics & KPIs
Measurement instructs effectiveness of
current efforts and where to focus more
deeply
•

Establish RTM metrics and align with overall brand
metrics
•
•
•

•

E.g. Increased non-branded referral traffic
Engagement
Increased lead quality

Performance measurement of real-time
engagement, content, and activities should tie to
[converging] POE media
Leverage RTM to drive the convergence of
Paid, Owned, & Earned Media

Paid

Provides clues or fodder for
developing catchy ads and
promotions

Owned

Support hub/contact point for
driving customers to owned
properties or helpful content

Earned

Testbed for larger content
initiatives & investments
12. Evaluate Scale Periodically
Scaling RTM carries a host of risks to address–
especially for large enterprises
•

Evaluate for scale frequently (i.e monthly, quarterly)
•
•
•

•

Headcount, talent, roles
Tools
Regional variation, language

Scale must be evaluated on a foundation of
benchmarking against KPIs, and always aligned with
business goals
uestions?
Thank You
Rebecca Lieb
rebecca@altimetergroup.com
rebeccalieb.com
@lieblink
With assistance from Jessica Groopman, Senior Researcher

Altimeter Group provides research and advisory for companies
challenged by business disruptions, enabling them to pursue new
opportunities and business models.
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be
reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The
authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for
interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not
constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising
or product endorsement purposes. The opinions expressed herein are subject to change without notice.

Weitere ähnliche Inhalte

Was ist angesagt?

Case Study Analysis: BigBasket.com
Case Study Analysis: BigBasket.comCase Study Analysis: BigBasket.com
Case Study Analysis: BigBasket.comBharat Debbarma
 
Launching Krispy Natural: Cracking the Product Management Code
Launching Krispy Natural: Cracking the Product Management CodeLaunching Krispy Natural: Cracking the Product Management Code
Launching Krispy Natural: Cracking the Product Management CodeSyed Zaid Ali
 
SALES AND DISTRIBUTION CASE STUDY COCA COLA
SALES AND DISTRIBUTION CASE STUDY COCA COLASALES AND DISTRIBUTION CASE STUDY COCA COLA
SALES AND DISTRIBUTION CASE STUDY COCA COLArutikaingle1
 
Asian Paints - Digital Transformation
Asian Paints - Digital TransformationAsian Paints - Digital Transformation
Asian Paints - Digital TransformationMayankkhamesra
 
Classic knitwear and Guardian: A Perfect Fit?
Classic knitwear and Guardian: A Perfect Fit?Classic knitwear and Guardian: A Perfect Fit?
Classic knitwear and Guardian: A Perfect Fit?ArielJimenez36
 
Colgate- Palmolive: Managing International Careers
Colgate- Palmolive: Managing International CareersColgate- Palmolive: Managing International Careers
Colgate- Palmolive: Managing International CareersTajan Joseph
 
Nestle Media Plan
Nestle Media PlanNestle Media Plan
Nestle Media PlanSara Amjad
 
Purple Innovation: A Rising Digitally-native Brand Unicorn Hiding in Plain Sight
Purple Innovation: A Rising Digitally-native Brand Unicorn Hiding in Plain SightPurple Innovation: A Rising Digitally-native Brand Unicorn Hiding in Plain Sight
Purple Innovation: A Rising Digitally-native Brand Unicorn Hiding in Plain SightDrew Peng
 
Eileen Fisher Case Analysis
Eileen Fisher Case AnalysisEileen Fisher Case Analysis
Eileen Fisher Case AnalysisPrajakta Talathi
 
Culinarian cookware
Culinarian cookwareCulinarian cookware
Culinarian cookwareSindoor Naik
 
Pillsbury-Perception Map
Pillsbury-Perception MapPillsbury-Perception Map
Pillsbury-Perception MapPrasant Patro
 
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case Analysis
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case AnalysisNestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case Analysis
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case AnalysisNikhil Saraf
 
Marketing case study on procter & gamble (P&G)
Marketing case study on procter & gamble (P&G)Marketing case study on procter & gamble (P&G)
Marketing case study on procter & gamble (P&G)Rahbar Haque
 
The Microfridge Case
The Microfridge CaseThe Microfridge Case
The Microfridge CaseKaran Jaidka
 
HubSpot - Inbound marketing and web 2.0 case study
HubSpot - Inbound marketing and web 2.0 case studyHubSpot - Inbound marketing and web 2.0 case study
HubSpot - Inbound marketing and web 2.0 case studyRonak Shah
 
Target Corporation - Brand Management
Target Corporation - Brand ManagementTarget Corporation - Brand Management
Target Corporation - Brand ManagementVivek Kapoor
 
Case Study : priceline.com
Case Study : priceline.comCase Study : priceline.com
Case Study : priceline.comDeepa Shukla
 

Was ist angesagt? (20)

Case Study Analysis: BigBasket.com
Case Study Analysis: BigBasket.comCase Study Analysis: BigBasket.com
Case Study Analysis: BigBasket.com
 
Launching Krispy Natural: Cracking the Product Management Code
Launching Krispy Natural: Cracking the Product Management CodeLaunching Krispy Natural: Cracking the Product Management Code
Launching Krispy Natural: Cracking the Product Management Code
 
SALES AND DISTRIBUTION CASE STUDY COCA COLA
SALES AND DISTRIBUTION CASE STUDY COCA COLASALES AND DISTRIBUTION CASE STUDY COCA COLA
SALES AND DISTRIBUTION CASE STUDY COCA COLA
 
Asian Paints - Digital Transformation
Asian Paints - Digital TransformationAsian Paints - Digital Transformation
Asian Paints - Digital Transformation
 
McCain
McCainMcCain
McCain
 
Classic knitwear and Guardian: A Perfect Fit?
Classic knitwear and Guardian: A Perfect Fit?Classic knitwear and Guardian: A Perfect Fit?
Classic knitwear and Guardian: A Perfect Fit?
 
Colgate- Palmolive: Managing International Careers
Colgate- Palmolive: Managing International CareersColgate- Palmolive: Managing International Careers
Colgate- Palmolive: Managing International Careers
 
Nestle Media Plan
Nestle Media PlanNestle Media Plan
Nestle Media Plan
 
Purple Innovation: A Rising Digitally-native Brand Unicorn Hiding in Plain Sight
Purple Innovation: A Rising Digitally-native Brand Unicorn Hiding in Plain SightPurple Innovation: A Rising Digitally-native Brand Unicorn Hiding in Plain Sight
Purple Innovation: A Rising Digitally-native Brand Unicorn Hiding in Plain Sight
 
Eileen Fisher Case Analysis
Eileen Fisher Case AnalysisEileen Fisher Case Analysis
Eileen Fisher Case Analysis
 
Culinarian cookware
Culinarian cookwareCulinarian cookware
Culinarian cookware
 
Pillsbury-Perception Map
Pillsbury-Perception MapPillsbury-Perception Map
Pillsbury-Perception Map
 
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case Analysis
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case AnalysisNestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case Analysis
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case Analysis
 
Mccain
MccainMccain
Mccain
 
Marketing case study on procter & gamble (P&G)
Marketing case study on procter & gamble (P&G)Marketing case study on procter & gamble (P&G)
Marketing case study on procter & gamble (P&G)
 
The Microfridge Case
The Microfridge CaseThe Microfridge Case
The Microfridge Case
 
HubSpot - Inbound marketing and web 2.0 case study
HubSpot - Inbound marketing and web 2.0 case studyHubSpot - Inbound marketing and web 2.0 case study
HubSpot - Inbound marketing and web 2.0 case study
 
Target Corporation - Brand Management
Target Corporation - Brand ManagementTarget Corporation - Brand Management
Target Corporation - Brand Management
 
Japanese apparel
Japanese apparelJapanese apparel
Japanese apparel
 
Case Study : priceline.com
Case Study : priceline.comCase Study : priceline.com
Case Study : priceline.com
 

Ähnlich wie [Slides] Real-Time Marketing: The Agility to Leverage Now

Real-Time Marketing: The Ability to Leverage Now - Webinar
Real-Time Marketing: The Ability to Leverage Now - WebinarReal-Time Marketing: The Ability to Leverage Now - Webinar
Real-Time Marketing: The Ability to Leverage Now - WebinarRebecca Lieb
 
Managing a Growing Social Media Strategy
Managing a Growing Social Media StrategyManaging a Growing Social Media Strategy
Managing a Growing Social Media StrategySysomos
 
PR Advanced 2015: Content Creation & Viral Marketing
PR Advanced 2015: Content Creation & Viral MarketingPR Advanced 2015: Content Creation & Viral Marketing
PR Advanced 2015: Content Creation & Viral MarketingBrianna Vieira
 
Digital Marketing Summit Keynote
Digital Marketing Summit Keynote Digital Marketing Summit Keynote
Digital Marketing Summit Keynote Michael Leander
 
Vorian agency crisis managment leaders summit thur 8th oct 2015
Vorian agency crisis managment leaders summit thur 8th oct 2015Vorian agency crisis managment leaders summit thur 8th oct 2015
Vorian agency crisis managment leaders summit thur 8th oct 2015Vorian Agency
 
Career fair pr - complete
Career fair   pr - completeCareer fair   pr - complete
Career fair pr - completeTimeIncCareers
 
Tapal Tea Michael Leander workshop part 2
Tapal Tea Michael Leander workshop part 2Tapal Tea Michael Leander workshop part 2
Tapal Tea Michael Leander workshop part 2Michael Leander
 
Social PR conference; how to survive and thrive in a world of real time commu...
Social PR conference; how to survive and thrive in a world of real time commu...Social PR conference; how to survive and thrive in a world of real time commu...
Social PR conference; how to survive and thrive in a world of real time commu...Laurence Borel
 
Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Yo...
Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Yo...Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Yo...
Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Yo...Social Media Today
 
Create a Responsive Social Strategy on a Shoestring Budget
Create a Responsive Social Strategy on a Shoestring BudgetCreate a Responsive Social Strategy on a Shoestring Budget
Create a Responsive Social Strategy on a Shoestring BudgetMichelle Killebrew
 
Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors
Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel SectorsTalent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors
Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel SectorsTALiNT Partners
 
Maximizing Micro Moments
Maximizing Micro MomentsMaximizing Micro Moments
Maximizing Micro MomentsMichela Ferullo
 
Maximizing Micro Moments
Maximizing Micro MomentsMaximizing Micro Moments
Maximizing Micro MomentsJamie Balkin
 
Digital marketing trends final plymouth Chamber 06.08
Digital marketing trends final plymouth Chamber 06.08Digital marketing trends final plymouth Chamber 06.08
Digital marketing trends final plymouth Chamber 06.08Get up to Speed
 
SAScon Beta, December 2016
SAScon Beta, December 2016SAScon Beta, December 2016
SAScon Beta, December 2016Chris White
 

Ähnlich wie [Slides] Real-Time Marketing: The Agility to Leverage Now (20)

Real-Time Marketing: The Ability to Leverage Now - Webinar
Real-Time Marketing: The Ability to Leverage Now - WebinarReal-Time Marketing: The Ability to Leverage Now - Webinar
Real-Time Marketing: The Ability to Leverage Now - Webinar
 
Managing a Growing Social Media Strategy
Managing a Growing Social Media StrategyManaging a Growing Social Media Strategy
Managing a Growing Social Media Strategy
 
What is Digital Marketing
What is Digital MarketingWhat is Digital Marketing
What is Digital Marketing
 
Real Time Marketing
Real Time MarketingReal Time Marketing
Real Time Marketing
 
PR Advanced 2015: Content Creation & Viral Marketing
PR Advanced 2015: Content Creation & Viral MarketingPR Advanced 2015: Content Creation & Viral Marketing
PR Advanced 2015: Content Creation & Viral Marketing
 
Digital Marketing Summit Keynote
Digital Marketing Summit Keynote Digital Marketing Summit Keynote
Digital Marketing Summit Keynote
 
Vorian agency crisis managment leaders summit thur 8th oct 2015
Vorian agency crisis managment leaders summit thur 8th oct 2015Vorian agency crisis managment leaders summit thur 8th oct 2015
Vorian agency crisis managment leaders summit thur 8th oct 2015
 
Career fair pr - complete
Career fair   pr - completeCareer fair   pr - complete
Career fair pr - complete
 
AdvContentMktgMAIN10
AdvContentMktgMAIN10AdvContentMktgMAIN10
AdvContentMktgMAIN10
 
Tapal Tea Michael Leander workshop part 2
Tapal Tea Michael Leander workshop part 2Tapal Tea Michael Leander workshop part 2
Tapal Tea Michael Leander workshop part 2
 
Broadcasting 2015
Broadcasting 2015Broadcasting 2015
Broadcasting 2015
 
Social PR conference; how to survive and thrive in a world of real time commu...
Social PR conference; how to survive and thrive in a world of real time commu...Social PR conference; how to survive and thrive in a world of real time commu...
Social PR conference; how to survive and thrive in a world of real time commu...
 
Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Yo...
Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Yo...Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Yo...
Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Yo...
 
Create a Responsive Social Strategy on a Shoestring Budget
Create a Responsive Social Strategy on a Shoestring BudgetCreate a Responsive Social Strategy on a Shoestring Budget
Create a Responsive Social Strategy on a Shoestring Budget
 
Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors
Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel SectorsTalent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors
Talent, Social, Mobile & Recruiting Summit: Retail, Hospitality & Travel Sectors
 
Maximizing Micro Moments
Maximizing Micro MomentsMaximizing Micro Moments
Maximizing Micro Moments
 
Maximizing Micro Moments
Maximizing Micro MomentsMaximizing Micro Moments
Maximizing Micro Moments
 
Digital marketing trends final plymouth Chamber 06.08
Digital marketing trends final plymouth Chamber 06.08Digital marketing trends final plymouth Chamber 06.08
Digital marketing trends final plymouth Chamber 06.08
 
Scrm Talk
Scrm TalkScrm Talk
Scrm Talk
 
SAScon Beta, December 2016
SAScon Beta, December 2016SAScon Beta, December 2016
SAScon Beta, December 2016
 

Mehr von Altimeter, a Prophet Company

[REPORT PREVIEW] The AI Maturity Playbook: Five Pillars of Enterprise Success
[REPORT PREVIEW] The AI Maturity Playbook: Five Pillars of Enterprise Success[REPORT PREVIEW] The AI Maturity Playbook: Five Pillars of Enterprise Success
[REPORT PREVIEW] The AI Maturity Playbook: Five Pillars of Enterprise SuccessAltimeter, a Prophet Company
 
[REPORT PREVIEW] Employee Adoption of Collaboration Tools in 2018
[REPORT PREVIEW] Employee Adoption of Collaboration Tools in 2018[REPORT PREVIEW] Employee Adoption of Collaboration Tools in 2018
[REPORT PREVIEW] Employee Adoption of Collaboration Tools in 2018Altimeter, a Prophet Company
 
[REPORT PREVIEW] Smart Places: The Digital Transformation of Location
[REPORT PREVIEW] Smart Places: The Digital Transformation of Location[REPORT PREVIEW] Smart Places: The Digital Transformation of Location
[REPORT PREVIEW] Smart Places: The Digital Transformation of LocationAltimeter, a Prophet Company
 
Experience Strategy: Connecting Customer Experience to Business Strategy [REP...
Experience Strategy: Connecting Customer Experience to Business Strategy [REP...Experience Strategy: Connecting Customer Experience to Business Strategy [REP...
Experience Strategy: Connecting Customer Experience to Business Strategy [REP...Altimeter, a Prophet Company
 
[RESEARCH REPORT PREVIEW] Creating a Customer-First Web Experience
[RESEARCH REPORT PREVIEW] Creating a Customer-First Web Experience[RESEARCH REPORT PREVIEW] Creating a Customer-First Web Experience
[RESEARCH REPORT PREVIEW] Creating a Customer-First Web ExperienceAltimeter, a Prophet Company
 
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...Altimeter, a Prophet Company
 
[RESEARCH REPORT] The 2016 State of Digital Transformation
[RESEARCH REPORT] The 2016 State of Digital Transformation[RESEARCH REPORT] The 2016 State of Digital Transformation
[RESEARCH REPORT] The 2016 State of Digital TransformationAltimeter, a Prophet Company
 
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social WorkforceSocial Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social WorkforceAltimeter, a Prophet Company
 

Mehr von Altimeter, a Prophet Company (20)

[REPORT PREVIEW] The AI Maturity Playbook: Five Pillars of Enterprise Success
[REPORT PREVIEW] The AI Maturity Playbook: Five Pillars of Enterprise Success[REPORT PREVIEW] The AI Maturity Playbook: Five Pillars of Enterprise Success
[REPORT PREVIEW] The AI Maturity Playbook: Five Pillars of Enterprise Success
 
[REPORT PREVIEW] Employee Adoption of Collaboration Tools in 2018
[REPORT PREVIEW] Employee Adoption of Collaboration Tools in 2018[REPORT PREVIEW] Employee Adoption of Collaboration Tools in 2018
[REPORT PREVIEW] Employee Adoption of Collaboration Tools in 2018
 
[REPORT PREVIEW] Smart Places: The Digital Transformation of Location
[REPORT PREVIEW] Smart Places: The Digital Transformation of Location[REPORT PREVIEW] Smart Places: The Digital Transformation of Location
[REPORT PREVIEW] Smart Places: The Digital Transformation of Location
 
[REPORT PREVIEW] AI in the Enterprise
[REPORT PREVIEW] AI in the Enterprise[REPORT PREVIEW] AI in the Enterprise
[REPORT PREVIEW] AI in the Enterprise
 
[REPORT PREVIEW] GDPR Beyond May 25, 2018
[REPORT PREVIEW] GDPR Beyond May 25, 2018[REPORT PREVIEW] GDPR Beyond May 25, 2018
[REPORT PREVIEW] GDPR Beyond May 25, 2018
 
[REPORT PREVIEW] The Customer Experience of AI
[REPORT PREVIEW] The Customer Experience of AI[REPORT PREVIEW] The Customer Experience of AI
[REPORT PREVIEW] The Customer Experience of AI
 
Experience Strategy: Connecting Customer Experience to Business Strategy [REP...
Experience Strategy: Connecting Customer Experience to Business Strategy [REP...Experience Strategy: Connecting Customer Experience to Business Strategy [REP...
Experience Strategy: Connecting Customer Experience to Business Strategy [REP...
 
The Conversational Business [REPORT PREVIEW]
The Conversational Business [REPORT PREVIEW]The Conversational Business [REPORT PREVIEW]
The Conversational Business [REPORT PREVIEW]
 
[RESEARCH REPORT PREVIEW] Creating a Customer-First Web Experience
[RESEARCH REPORT PREVIEW] Creating a Customer-First Web Experience[RESEARCH REPORT PREVIEW] Creating a Customer-First Web Experience
[RESEARCH REPORT PREVIEW] Creating a Customer-First Web Experience
 
[REPORT PREVIEW] The Transformation of Selling
[REPORT PREVIEW] The Transformation of Selling[REPORT PREVIEW] The Transformation of Selling
[REPORT PREVIEW] The Transformation of Selling
 
[REPORT PREVIEW] The Age of AI
[REPORT PREVIEW] The Age of AI[REPORT PREVIEW] The Age of AI
[REPORT PREVIEW] The Age of AI
 
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
The Race to 2021: The State of Autonomous Vehicles and a "Who's Who" of Indus...
 
The 2016 State of Social Business
The 2016 State of Social BusinessThe 2016 State of Social Business
The 2016 State of Social Business
 
The 2016 State of Digital Content
The 2016 State of Digital ContentThe 2016 State of Digital Content
The 2016 State of Digital Content
 
Crafting a Digital Strategy
Crafting a Digital StrategyCrafting a Digital Strategy
Crafting a Digital Strategy
 
[RESEARCH REPORT] The 2016 State of Digital Transformation
[RESEARCH REPORT] The 2016 State of Digital Transformation[RESEARCH REPORT] The 2016 State of Digital Transformation
[RESEARCH REPORT] The 2016 State of Digital Transformation
 
[NEW RESEARCH] Crafting A Digital Strategy
[NEW RESEARCH] Crafting A Digital Strategy[NEW RESEARCH] Crafting A Digital Strategy
[NEW RESEARCH] Crafting A Digital Strategy
 
The Six Stages of Digital Transformation
The Six Stages of Digital TransformationThe Six Stages of Digital Transformation
The Six Stages of Digital Transformation
 
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social WorkforceSocial Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
Social Employee Advocacy: Tapping into the Power of an Engaged Social Workforce
 
[NEW RESEARCH] Social Media Employee Advocacy
[NEW RESEARCH] Social Media Employee Advocacy [NEW RESEARCH] Social Media Employee Advocacy
[NEW RESEARCH] Social Media Employee Advocacy
 

Kürzlich hochgeladen

Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 

Kürzlich hochgeladen (20)

Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 

[Slides] Real-Time Marketing: The Agility to Leverage Now

  • 1. Real-Time Marketing: The Agility to Leverage ‗Now‘ Spring 2014 Rebecca Lieb, Industry Analyst @lieblink
  • 2. AGENDA • • • • Defining RTM Benefits & Risks The Six Primary Use Cases 12 Steps to Prepare for RTM
  • 3. DEFINITION The strategy and practice of responding with immediacy to external events and triggers. It‟s arguably the most relevant form of marketing, achieved by listening to and/or anticipating consumer interests and needs.
  • 4. Customers now expect brands to respond in near-real time • • Source: Lithium Technologies 2013 Over half surveyed want a response in <1 hour. 38% feel more negative about the company if no response received.
  • 5. Real-time marketing makes a difference Impacts marketing outcomes Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/ Turbocharges other marketing
  • 6. BENEFITS OF RTM • ―Surprise & delight‖ • Right message at the right time • Brand relevance • Always-on
  • 7. Oreo: The RTM Poster Child
  • 8. This year, Arby‘s rocked RTM at the Grammy‘s
  • 9. Meanwhile, other brands jumped on Arby‘s bandwagon… in real-time!
  • 10. At this year‘s Superbowl, JC Penny planned fake drunken tweets… All in the name of promoting their new ―Team USA‖ mittens ahead of the Olympics
  • 11. CHALLENGES OF RTM • Plotting strategy & analysis • Requires intensive preparation, training • Potential for risk & reactivity • Shift in mindset • Risk of ―culture-jacking‖
  • 13. The Six Primary Use Cases of Real-Time Marketing
  • 14. 14
  • 15. Use Case #1: BRAND EVENTS Planned & Proactive • Conferences, product launches, media events, customer events, etc. • Advance prep of content strategy and execution • Staff available to engage, react to anticipated posts • Few surprises
  • 16. Salesforce uses Facebook app to stream live brand events Salesforce Live, the app and dedicated microsite also integrate social feeds to drive (and monitor) event conversation.
  • 17. Use Case #2: ANTICIPATED EVENTS Planned & Proactive • Major media events, tradeshows (e.g. SuperBowl, Emmy‘s, etc.) • Like brand events, ―locked and loaded‖ approach to content strategy & execution • Staff available to engage, react to anticipated posts • Showcases brand voice, relevance
  • 18. HBO prepares content for real-time relevance during Emmys ―We know we need freedom to develop content on the fly, but we also need to know the guardrails if anything should be escalated. There are built-in parameters for each campaign.‖ -Sabrina Caluori VP Social Media & Performance Marketing at HBO
  • 19. Starbucks promotes a warm nudge towards coffee during Blizzard Nemo Starbucks targeted Facebook and Twitter conversations around the blizzard, specifically rending ads for viewers clicking on the hashtags #Nemo and #blizzard and testing different copy.
  • 20. Use Case #3: LOCATION/OBJECTBASED Planned & Reactive • GPS, NFC, or other sensor-based reaction to location, action, or request • Taps into location-based triggers which prompt an offer or action in realtime • Internet of Things brings endless possibilities with uncanny relevance in real-time • Right person, right content, right time, right place 20
  • 21. Taco Bell partners with Waze to entice nearby drivers Taco Bell leverages several brand integrations into the Waze app: promoting branded pins of locations, destination-specific targeting, custom campaign messaging (if tapped), etc.
  • 22. MGM Resorts serves up recommendations based on guests‘ location, interests MGM Resorts sends notifications for nearby restaurants, shopping, show deals, coupons, etc., via guests‘ smartphones, based on geolocation, loyalty member status, and preferences.
  • 23. Use Case #4: PREDICTIVE ANALYTICSBASED Planned & Reactive • Branded actions occurring as a result of predictive analytics (e.g. recommendations based on browsing history) • Sometimes combined with other marketing solutions‘ data sets (e.g. Marketing Automation) • Accessibility will grow as data solutions become easier to implement
  • 24. Walgreens responds to in-store Foursquare check-ins with scannable coupon
  • 25. Marketo tracks and scores engagement to automate relevant content for lead nurturing
  • 26. Use Case #5: CUSTOMER INTERACTION Unplanned & Reactive • Customer service, handling complaints, community interactions, crisis management, CRM, etc. • Requires both reactive and anticipatory work • • • • • Triage workflow Crisis communications plan Determining what will be responded to and where Empowering staff Coordination across functions
  • 27. PretzelCrisps listens for those in need of a snack, rewards them with a sample
  • 28. JetBlue aims for response times of <1 hour, engages both positive and negative mentions
  • 29. USA Network interacts with fans in realtime with Character Chatter
  • 30. Use Case #6: BREAKING NEWS Unplanned & Reactive • Reacting to unanticipated events (e.g. news) with a legitimate, relevant message • Difficult to prepare for, often emotionally charged events; acute sensitivity required • Risk of ‗culture-jacking‘ • Established creative, collaborative, and approval processes key to agility 30
  • 31. Coca-Cola suspended ad spend, donated instead to Typhoon relief
  • 32. Eurocontrol responds to environmental crisis via Facebook, LinkedIn & Twitter Eurocontrol used #euva and #ashtag to monitor and respond to conversations about the Icelandic volcanic ash cloud. Followers adopted Eurocontrol‘s hashtags, including them in stories and tips shared.
  • 33. Epicurious found itself backpeddling after Boston Marathon #RTMFAIL
  • 34. oll: Which RTM use case does your organization find the most challenging?
  • 35. Twelve Steps to Prepare for Real-Time Marketing
  • 37. 37
  • 38. 1. Listen & Learn Lay the foundation of customer understanding, goals and content strategy • • Real-time listening for customers, competitors, industry, buzz, events Analytics tools to track and benchmark
  • 39. 2. Define RTM Business Goals Define the goals RTM will serve at the business and program level • E.g. brand relevance, favorability, consideration, purcha se intent, conversion, loyalty • Results serving these goals help justify program expansion across functions to executives
  • 40. 3. Integrate with Content Strategy Alignment is foundational to creating guidelines around what, how, when to respond, publish, listen • • • Provides reference point for rapid decision-making Content strategy includes training for all stakeholders around goals, brand voice, POV, tone, messaging, values, and content Aids in the creation of ―locked & loaded‖ and evergreen content
  • 41. “Develop a brand compass if you don‟t already have one, and apply it to real-time marketing. Set the boundaries around what does and does not make sense for you to participate in, so that every time something is trending, the team isn‟t asking: „Is this appropriate?‟” -Sabrina Caluori VP Social Media & Performance Marketing at HBO
  • 42. Pepsi lives its ―Live for Now‖ slogan with Pepsi Pulse, integrating real-time content into evergreen content hub
  • 43. 4. Integrate with Channel Strategy Channel strategy dictates the where of RTM • • • Consider where is target audience found; where conversations are occurring; changing media habits Consider appropriate content assets for channel Consider how top RTM channels relate to content strategy as well as temporal and cultural differences
  • 44. Most Critical Channels for Real-Time Marketing
  • 45. Mini Cooper listens to social buzz to instruct content targeting Mini Cooper tapped into existing conversations with content geared towards Facebook followers in the Northeast Results: +2,000 likes 1,200 shares
  • 46. 5. Define ―Time‖ Element & Expectations Define what RTM means for your unique programs and channels ∙ Let this guide expectations for responding and publishing based on organizational capabilities ∙ Consider temporal expectations for different RTM use cases and scenarios ∙ Not all companies can or will operate 24/7
  • 47. Halo BCA averages three-minute turnaround in >90% of customer inquiries
  • 48. Dell‘s SLA: Respond to all inquiries within 2 hours in the channel in which it was received Dell aligns its customer support around their policy to respond to 100% of inbound customer interactions within a 2-hour time period, through the channel in which it was received.
  • 49. ―Real-time lasts as long as volume of conversation is still there. If you can ride that wave, push it out as much as you can. It can be anywhere from two days to a couple weeks, so long as your customers are still talking about it.‘‖ -Jason Miller Senior Manager of Content & Social at LinkedIn
  • 50. 6. Establish Guardrails & Trust Pre-define guardrails and streamline processes • Simplify legal approval to Yes/No response • Have the necessary teams on deck • Create a ‗mini-playbook‘ to build confidence
  • 51. Symantec‘s three questions all employees must ask before posting • • • Symantec‘s ‗mini playbook‘ helps build confidence and empower employees to act autonomously on behalf of the brand. ‖Ultimately, it‘s all about common sense and what feels right.‖ - Charlie Treadwell, Director of Social Marketing at Symantec
  • 52. 7. Anticipate Negative RTM Preparedness help mitigate risks, but brands must be actively and proactive ready for anything • • There is an imperative to respond in real-time to negative brand events as they unfold Coordinate with corp. comms to establish reactive and proactive guidelines: Reactive Proactive Create plan for action: apology, response, improvement Monitor social buzz w/ listening tools What, how, where to respond and message Set alerts for suspect keywords or mentions Act human Stay agile
  • 53. Listening helped one company avoid crisis in the face of the Boston Marathon Bombing Even before the news of the Boston bombing hit the airwaves, the company detected mentions of it on Twitter and quickly pulled infographic from the queue, sidestepping what would have come across as insensitive and promotional in the face of the tragedy.
  • 54. After racist ad blunder, Mountain Dew amplifies apology with promoted tweet
  • 55. 55
  • 56. 8. Assemble Teams & Tools Successful RTM requires constituents be available, informed, educated, and empowered Teams Social Listening Creative, Copywriters Analytics Brand Design Corp Comms/PR Digital assets Legal Publishing tools Measurement • Tools Collaboration Ensure streamlined execution by taking a ―war room‖ approach
  • 57. Apply the ―War Room‖ technique based on the RTM use case Unplanned & Reactive Anticipated Events Planned & Proactive Existing content hub or social media team OR Pre-identified and trained virtual team RTM hub drives approvals, design, triage, and publication OR Brands without existing RTM team assembles the equivalent for special events All stakeholders involved in RTM assemble for regularly scheduled meetings to discuss opportunities, guidelines, strategy, etc.
  • 58. Adobe assembles key stakeholders weekly to discuss real-time strategy & execution Corporate Comms/P R Brand Creative RealTime Marketing Execution Legal Social Measure ment Discusses RTM’s role in: • Newsworthy events • Upcoming campaigns • Brand events • Alignment with strategy
  • 59. ―At Adobe, we operate a creative newsroom that meets on a regular basis to identify upcoming items to plan for (e.g., news, events, etc.) and talk about what is relevant, what we could do more of, where we could take certain ideas. We have the right people in the room on an ongoing basis so that we don‘t need a lot of levels of approval and everyone understands their role — this helps us go from ideation to action much more quickly.‘‖ -Chad Warren Senior Social Media Strategist at Adobe
  • 60. Although Oreo‘s famous tweet during the Super Bowl captured the limelight it was the fully staffed Super Bowl ―war room‖ (uniting all brand and agency stakeholders) that enabled the rapid design, approval, and publication of that tweet.
  • 61. 9. Establish Triage Connect certain cues or events to repeatable workflows • • Consider how users may respond, identify what warrants brand response Train all stakeholders, especially community managers, to:    Identify threatening language cues & brand risks Know who/how many will respond and how to do so in a human way [When/How] to escalate to legal, PR, etc.
  • 62. Build workflows based on positive and negative interactions
  • 64. 10. Train & Test All Parties This step is critical to enabling trust and empowerment needed to act in real-time • Training must occur across all stakeholders and include both strategic & tactical elements • • • Community managers (i.e. those posting and responding) Those creating, approving, distributing, monitoring Internal & external stakeholders (incl. vendors & agencies)
  • 65. Training must include strategic AND executional elements Strategic Executional  RTM‘s integration with larger content & brand strategy  Guidelines, guardrails, roles, triages, response time requirements  RTM‘s role across the org. (e.g. Customer Service, Sales, HR etc.)  How to manage workflows based on RTM‘s role across the org; when to triage to other functions  Deep training around brand identity, voice, vision, risks, affiliations, and programs  Sample scenarios of how customers, the crowd, and media could respond to RTM  Which channels will support RTM, which will not, and why  How to leverage measurement and reporting to plan and act in real-time  How RTM program will be measured and optimized  Best practices using technology supporting RTM  The role of agencies & technology vendors (if applicable)  Resources (e.g. contacts, phone numbers, vendor support, etc.)
  • 66. 11. Identify Analytics & KPIs Measurement instructs effectiveness of current efforts and where to focus more deeply • Establish RTM metrics and align with overall brand metrics • • • • E.g. Increased non-branded referral traffic Engagement Increased lead quality Performance measurement of real-time engagement, content, and activities should tie to [converging] POE media
  • 67. Leverage RTM to drive the convergence of Paid, Owned, & Earned Media Paid Provides clues or fodder for developing catchy ads and promotions Owned Support hub/contact point for driving customers to owned properties or helpful content Earned Testbed for larger content initiatives & investments
  • 68. 12. Evaluate Scale Periodically Scaling RTM carries a host of risks to address– especially for large enterprises • Evaluate for scale frequently (i.e monthly, quarterly) • • • • Headcount, talent, roles Tools Regional variation, language Scale must be evaluated on a foundation of benchmarking against KPIs, and always aligned with business goals
  • 70. Thank You Rebecca Lieb rebecca@altimetergroup.com rebeccalieb.com @lieblink With assistance from Jessica Groopman, Senior Researcher Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.

Hinweis der Redaktion

  1. After roughly an hour of mystery, J.C. Penney revealed that it had actually been “tweeting with mittens” on all along, promoting the retailer’s Team USA mittens ahead of the Winter Olympics.J.C. Penney, rather than wait around for its own “Oreo moment,” decided it wanted to do something different during tonight’s game.“We knew Twitter would be very active but wanted to find a way to stay above the Super Bowl fray and instead create our own narrative,” Kate Coultas, a spokeswoman for J.C. Penney, told BuzzFeed in an e-mail. “Given it was cold, and we are selling Go USA mittens — we thought it could be a fun stunt!”For those wondering if J.C. Penney was trying to cover its tracks, its social media and mobile director noted on Twitter that he was, in fact, “stone-cold-sober” while sending the tweets.http://www.buzzfeed.com/sapna/jc-penney-planned-fake-drunk-super-bowl-tweets-to-create-own
  2. These use cases are listed hierarchically, from the highest to lowest degrees of possible planning and preparation. Note: These are graphed-based on qualitative research interviews; categories do not bear actual numerical coordinates.
  3. Symantec, for example, is developing three questions that all employees must ask and answer before posting.This simple system helps build confidence and empower employees to act autonomously but on behalf of the brand. Ultimately, Treadwell contends, “It’s all about common sense and what feels right.”
  4. One company we interviewed explained just how integral its listening tools and agility were to preventing negative real time during the Boston Marathon. The company had pre-loaded to publish an infographic on emerging technologies that runners find useful. Even before the news of the Boston bombing hit the airwaves, the company detected mentions of it on Twitter and quickly pulled infographic from the queue, sidestepping what would have come across as insensitive in the face of the tragedy.