In this one-hour webinar, Rebecca Lieb shares findings from her recent research report on real-time marketing, including the top 6 use cases, the benefits and risks, and 12 best practices for preparing for real-time, plus countless examples of success.
To download and read the report, go to: http://goo.gl/8hon3r
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
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
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
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
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.
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
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
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.
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
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
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.
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.”
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.