190322 Bookclub-The Power of Real-Time Social Media Marketing chapter 1-4 by Beverly Macy and Teri Thompson

1. 190323
BOOKCLUB
THE POWER OF
REAL–TIME
SOCIAL MEDIA
MARKETING
By :
Beverly Macy
Teri Thompson

2. Baverly Macy Teri Thompson

3. The Now Lens
CHAPTER 1

4. Let’s Consider
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6. Consumers are actively seeking
education and information on
exactly what is required to join the
conversation and harness the
potential of real-time social media
marketing because the world
has changed forever.

18. 420 M
China Internet Network
Information Center (CNNIC)
231 M
130 M
210 M

20. Giving the Indian consumer the ability to build a group via a regular
text message, add participants and continue the conversation as a
thread which all can participate in and see.

21. Keep in touch on Facebook or by texting on their mobile phones.
these are true digital natives who view the world as having no
borders, are fluid travelers, and arealways connected.

23. Consumers group together to create trends that can coalesce
rapidly into unparalleled business opportunities.

24. What is the downside to all this
real-time communication ?
Brands’ messaging runs the risk of becoming blurred in the
minds of consumers
“I’ve seen something just like this but can’t remember where”

25. Real-time marketing is the
execution of a thoughtful and
strategic plan specifically
designed to engage
consumers on their terms via
digital social technologies.
Digital has become
synonymous with immediate
and the expectation of
instantaneous content
delivery

27. Consider chaos theory:
“The theory of apparent randomness . . .
whereby complex natural systems obey rules but are so
sensitive that small initial changes can cause
unexpected final results, thus giving an impression of
randomness.”

28. The Way We
Communica
te Has
Changed
Forever...
Why Now?

29. Questions that will be answered in this chapter include:
•Why now?
•What does it all mean?
•Why is social media suddenly everywhere?
A seismic shift is occurring in communications and content distribution.
This chapter explores the forces that have created the perfect storm for
a brand to break through the noise and rise to the top.
Let’s learn why the use of social media is not a fad.

30. “The change we are witnessing is
potentially the most significant since
the invention of the printing press for the
widespread distribution of information
and knowledge among populations and
will have an enormous impact in terms of
encouraging discussion and debate,
building philosophies, and starting
movements.”

31. Have we stepped into a truly global,
technological, changing, and connected
future in which everyone can hear, talk
to, and/or see one another in real-time
free of location restrictions?
YES
We are more connected as a species
as we have in any time in human
history.

32. What about the
downside?
What about privacy,
security, control?

33. Throughout history, when
information becomes accessible to
major segments of society that
previously did not have it within
their reach, extraordinary events
occur.
Barriers are broken
Expression
Opinions have global reach
Movements for change
Countries that allow access to unrestricted internet,
Are no longer are bound by the lack of information & knowledge.
Which has their pros & cons.
Eritrea. North Korea, Saudi Arabia, Ethiopia, Azerbaijan, Vietnam,
Iran, China, Myanmar, Cuba restrict access to internet.
Also Indonesia in some instances - WHY ? Ask yourself.

34. But why right now?
Why is social media suddenly
everywhere?
Is it because of tech advancements, low
cost and availability?
Goes a bit deeper than that.
lets look back a bit first.

36. The Internet as most people
know it, arrived in the mid 90s.
It was still in its infancy, as a portal for
information, primarily in text format.
Computers were a rarity. Site devs required
specialist skills. And so for the most part, it
wasn’t entirely embraced.
In the late 90s Hotmail arrived, it was
revolutionary because it allowed people to
access to email to suit personal and
professional needs It was also offered as a
free service…
The origins of modern marketing.

37. Key Differences in generation
Baby Boomers (46 to 64) didn’t grow up using the
internet…
Gen X benefited from both worlds (60s – 80s)…
Millennia's grew up with the net.
Each Gen factor has a profound effect on the
psychological paradigm of society. Mainly between
Baby Boomers and Millennia's.
One being Millennia's are more at ease to share
personal info (why the heck would you want to do
that??)
Gen X like to think themselves originators,
While baby boomers are trying to keep up and
being prime enablers

38. MySpace
2003 - MySpace was the first real platform
for sharing content, including music, private
data etc
It showed us the internal desire for human
conversation even if it took place in a virtual
community. Specifically millennials

39. Facebook
As Facebook became accessible to the general
public... Because it was originally an internal system
at University.
Future visionaries stormed the gates because they
saw the edges of its true benefit. Although it evolved
into something much bigger.
Due to security aspects, it became more attractive to
adults. Until 2010 user perception was positive.
Till they lowered their security – which caused a loss
of users. And as of recent events… The loss of FB
trust has become a massive issue.

40. Twitter
Twitter became what Hotmail was in terms
of creating a new paradigm.
The sharing of conversations, photos,
opinions, and news in virtual communities
such as Twitter continues to move in an
upward trajectory with no signs of
diminishing.

41. ‘Part’ of the reason is that it is
Gratis!
Back in 2007–2010 there was a
global recession. And as a
mass, the idea of
circumventing traditional
means of communications like
telephone...
People logically took to using
online free platforms.
Why

42. Digital Natives,
Technology, and
Economics

43. A new global demographic has arrived en
masse and has grown up with digital
technology. - Digital Natives
Millennials “have spent their entire lives
using the Internet as an extension of
themselves.”
Digital Natives, Technology, and Economics

44. The key dynamic
Generations growing up during the 70s –
90s were influenced by tv, radio and
newspapers. They also lived in a world
where they purchased hard copies of
content, movies, music etc
Millennials have grown in a world of soft
copy content where it can all be
downloaded or viewed in real-time.
What’s more is due to the nature of the
net and associated apps and devices.
The ordinary person is part of the ever
building world of content.
People have access to web templates,
music, video, broadcast, game software
once only held by huge corporations. Now
free. And viewable on free platforms like
Youtube.

45. Baby Boomers
They are considered the most
intelligent generation.
They are also in a position to facilitate as
enablers. Meaning economically they
have the means to buy their kids devices
along with providing access to online
technology.
A large portion is also due to parents
curiosity and desire to keep up with the
times and to identify as originators…
as with Gen x.
And due to the ‘harsh’ realities of the
world, parents want their kids to have
access to mobile devices for varying
security reasons. 911, school
shootings… child predators… etc

46. The Net Generation’s key values and
behaviours are as follows:
• They prize freedom.
• They want to customize things.
• They enjoy collaboration.
• They scrutinize everything.
• They insist on integrity in
institutions and corporations.
• They want to have fun even at
school or work.
• They believe that speed in
technology and everything else is
normal.
• They regard constant innovation as
a fact of life.

48. Youth population bulge
As mentioned before. The world currently
has a youth population bulge.
What does that mean…
To give perspective India has 650 million
youths.. under 30s.
And as the nature of tech is global. And
as online culture spills across nations,
and the fact most consumer content is
youth centrically obsessed.
These factors go strongly towards where
we are at today.

49. How savvy brands and their agencies are maximizing reach to
this group is with a matrix of lifestyle and
entertainment content.
And Unlike any time in human history, Individuals, companies,
and marketers have been handed the gift of real-time marketing
tools at a fraction of the cost of traditional paid media.
The missing link has been realized in the rise of
new free social marketing and social technology
platforms that enable dialogue among consumers,
peers, and brands on a global scale.

50. What does it
mean?

51. Businesses are gaining the reins on
the system.
There are endless opportunities for
organizations in real-time social media.
Social media, when connected to
search marketing, content marketing,
and public relations strategies, can
help an organization boost search
engine rankings, build relationships,
convert leads to sales, reduce costs,
and manage and strengthen the brand.
It’s a win win for organizations.
However, without a strategy, a
half-hearted social media
marketing attempt can do more
harm than good.

52. Those who grasp the value of integrating social media with existing
strategies and smart tactics will increase consumer and
stakeholder interaction to great benefit.
Here are some of the common misconceptions about real-
time social media:
• I can see how social media applies to products, but I do not
think it applies to services.
• I don’t have time to be on Facebook (Twitter, LinkedIn,
YouTube, etc.) all day.
• My company is too highly regulated. We will never be on
social media.
• This is just for kids.

53. Companies need to be aware of the
dangers of not maintaining their online
presence. Along with attending to
negative communications.
Unlike any time in history, the individual
has access to potentially millions of
people. So if they have a gripe. It could
damage your brand, if not attended.
Take Jet Blue founder and chief executive
David Neeleman, he apologized for the
horrific delays and customer
inconvenience in an unprecedented mea
culpa on YouTube.
Just some examples of how an
organisation can reach out on a personal
level to try and appease the angry mass
to improve their reputation.

54. Lastly we come to security and privacy.
Back in the old days, using a credit card
online was almost considered ridiculous.
Nowadays it’s a norm
We would never want to provide private
information like address, phone number and
certainly not private photos of our family…
specifically kids to the public?? I mean why
would you.. But again that thinking has
changed dramatically.
And now we have to deal with facial
recognition apps, location apps.. And who
know what else.. Ask Edward Snowden.
The cultural norm of privacy has changed
forever.
Are we naive.. Or is it we just don’t care
anymore.

55. Lets pray we never live
through another world
war 2 or Khmer Rouge
regime.... where such
info could be used
against us.

56. Chapter 4
Real-Time Marketing
Strategies
lia s. Associates

57. lia s. Associates
Traditionally, strategy is defined as the direction and approach an
organization takes over the long term to meet the needs of the
market and fulfill business expectations.
Marketing strategy is an effort to market a product whether it is
goods or services using certain plans and tactics so that the
number of sales becomes high.

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Now the era is completely online, making it easier for us to
reach consumers widely
Hobbies can also be used as a business.
One of the tips is our hobby of being a successful business
with online promotion.
Take advantage of internet technology for marketing and
promoting our business and determine various internet
marketing strategies to introduce products to internet users.

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What happens in the online social space mirrors what happens offline.
When marketers approach social media as a viable business intel-ligence
platformthey often get unexpected insights into consumer opinions and
shared experiences.
Social Media = Media that is Social

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The most successful marketing strategies are those that fully
integrate a social component with traditional media in a targeted
effort.
Real-time marketing strategies are contingent on objectives.
From building awareness, to recruiting top talent, to increasing sales.
Thus, strategies vary with the objective and the target demo.
Strategies to deliver on an objective then have to reflect the
overarching brand strategy in order to be successful.

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Everyone is talking about the importance of finding the conversations
that are taking place about the brand and determining what these
con-sumers like by listening.
That “something” or “conversation currency” will be different for
everyone based on the objective.
Strategies must be fine-tuned to allow for quick adjustments that are
based on evolving conversation sentiment and activity.
Remember that conversations are connecting people around the
world in real-time.
Conversation as Strategy

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Through the strategic use of real-time media, brands can effectively and efficiently
leverage the power of individual con-sumers and their extended social networks—
online and offline

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Porter’s Five Forces identified
competitive influences that shape
every single industry and market. It
set the benchmark for how the
companies that constitute those
industries should view the
competitive landscape. These
forces help marketers analyze
everything from the intensity of
competition to the profitability and
attractiveness of an industry.
Competitive strategy is about being
different. It means deliberately
choosing a different set of activities
to deliver a unique mix of value.
Competitive Strategy in Real-Time

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Sun Tzu emphasized the element of surprise
# Be extremely subtle, even to the point of formlessness. Be
extremely mysterious, even to the point of soundlessness. Thereby
you can be the director of the opponent’s fate.
•
# The formation and procedure used by the military should not be
divulged beforehand.
•
# Attack when they are unprepared; make your move when they do
not expect it.
social media and real-time communication. A handful saw it coming,
but the fact is that most businesses are just waking up to the
realization that something has shifted.
Competitive Strategy in Real-Time

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Definitions of brand
+ “A brand is a promise.”
+ “A brand is a conversation.”
+ “A brand is a set of expectations.”
Branding in real-time is a challenge to differentiate your product or
company from the others through the gravitational pull of your brand,
anytime, anywhere.
a prominent, recognizable brand can drive revenue growth and
mitigate competitive risk.
Branding in Real-Time

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strategic areas every company needs to consider.
1.1. Real-Time Market Leadership
2.2. The Collaborative Enterprise
3.3. Social Technologies for Learning Platforms and Education
New Strategic Considerations

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social media and real-time require companies to establish a different
culture of communication to be effective
The entire enterprise ecosystem is being affected by social and real-
time technologies. In fact, because opening up social channels
poten-tially affects multiple enterprise functions, companies are
enlisting change management professionals to help them transform
into real-time organizations.
It necessitates answering questions such as: What is the scope of
this new process? How many departments will be impacted? How
many people will we need to hire? What is the time frame for the
change?
1. Real-Time Market Leadership

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The operational function that owns social media will utilize the
various listening tools that are available and respond to
conversations, help solve problems, and engage with customers and
prospects.
This brings up a key decision that has to be reached early on: Where
do social media and real-time live in the organization? Is this a
marketing function? Or is it an extension of customer rela-tionship
management, corporate communications, investor relations, or public
relations? Once that is determined, the issue of who trains the
organization on the value of the tools or sets policy will arise.
1. Real-Time Market Leadership

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The short answer to where social media lives in a company is yes to
all of the above. It can start in any one of the divisions, depending on
which one is the ripest point of entry. However, depends on:
(1) the culture of the company
(2) commitment from the highest executive levels to reeducate the
workforce
(3) the staff’s commitment to change.
These three elements will determine whether the internal transfor-
mation begins as an overall rebirth of the entire enterprise or starts
one person, one department at a time.
1. Real-Time Market Leadership

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The long answer is
Because social media require authenticity and transparency, the
primary social functions cannot be outsourced. It really requires the
core voice from within the company.
Ultimately, learning needs to be absorbed internally
Once real-time social media has been placed within a company with
positive results, the process tends to spread to other divisions
naturally.
1. Real-Time Market Leadership

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Creating an enterprise that is collaborative and finding internal com-
munication platforms for project and team work has been an
expressed priority for most businesses.
Social media and real-time tools that enable content consisting of
text, maps, video, photos, files, and more are making their way into
enterprises and are affecting employee effectiveness and efficiency
as well as transforming the face of the enterprise.
2. The Collaborative Enterprise

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Enter real-time search engines that index and deliver social media
content and activity within minutes or even seconds. Headline news,
natural calamities, rescue efforts, current events, and programs are
all examples of what real-time search tracks.
Real-time search is emerging as the best new listening tool to learn
what consumers are saying about a brand or product right now.
It’s also imperative that brands be in the social media mix to be
indexed in real-time by the search engines.
3. Real-Time Search

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The implications of social media and real-time search delivering all types of
information for business are profound.
allowing companies to capitalize on just-in-time marketing and social
customer relationship management opportunities as never before around
the world.

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it is imperative for all organizations—commercial, nonprofit,
government agencies, small business—to provide education and
training to employees and senior staff on social media so that they
can gain proficiency on the platforms and awareness of how tools will
affect business positively.
It is also critical to make sure that all associates understand the com-
pany’s social media policy.
3. Social Technologies for Learning
Platforms and Education

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In addition to presenting the broader overview of real-time marketing
strategies, this section answers ever-present questions about the
how and what of real-time marketing strategy. What do we do first?
How do we do it?
Here are some proven tactics that work.
A.A. Get Educated
B.B. Get Practical
C.C. Set Objectives
D.D. Traditional and Social Media Layering
Getting Started

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1. Attend seminars and Webinars and schedule executive training for
your senior teams.
2. Find consultants who can help take your company into this new
world with solid business practices and procedures.
3. Seek the experience of experts and your peers.
Get Educated

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1. listening as research.
2. Conduct your internal technology
and brand audit. Understand your
internal and external technology
habits and proficiency.
3. When possible, get employees
together in an informal atmosphere
for the technology and brand
survey.
A.Get Practical

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The employee survey should include the following, at a minimum:
a. Do you use the Internet to search for information?
b. Have you ever commented on an article or blog?
c. Do you have a blog?
d. Do you have a social media profile on LinkedIn, Facebook, or
Twitter?
e. Have you ever watched a video on YouTube?
f. Do you watch video on your phone?
g. Do you play online video games with multiple users?
h. Have you ever commented on a forum or chat room?
i. Have you ever posted any photos to Flickr?
•
A.Get Practical

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After assembling the real-time social
marketing team and your target
consumer’s social profile, determine the
company’s overall objective.
Set Objectives
Is it to build brand awareness, start having a voice in social media, or sell
products or services?
Listen to what interests your customers and then consider what kind of
events or topics they would like that could generate conversation about
your business.

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the best real-time marketing strategy is covering traditional and social
media layers in targeted efforts
Traditional and Social Media Layering

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Mark Zuckerberg's quote
“working it out in real-time”
Lessons Learned: Fail Fast and Fail Forward
Enables a company to fail fast and move forward quickly. The idea is to
move forward and move on. Social technology resources are so inexpensive
that companies can take more risks, fail fast, and recuperate even faster.
The bottom line here is to do something, even if it fails at first. Do not be a
poser talking a good social media game but not really being engaged.

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The power of real-time marketing lies in its immediacy to listen
and respond. It is also the most granular and cost-efficient way
to reach cus-tomers.

83. THANK YOU
lia s.