1. REAL-TIME WEB
WHAT BRANDS CAN LEARN
FROM STREET MUSICIANS

2. A Typical Marketing Meeting Somewhere

3. My CEO wants me to
Real-Time Web is a be on top of the latest
big trend – we have web trend – how can
to start something! we manage real-time?
Everybody is twittering
and broadcasting –
This must be cool for
our brand!

4. Some facts

5. Why Real-Time Web? Now?
- Desire for Asynchronous Communication
- Real-Time Exchange Social Objects: Writing, Photos, Audio, Video
- Real-Time Exchange Metadata: Location, personal data, relationships
- Less Technical Boundaries
- Low cost
- Simple integration

6. Our Focus

7. MICROBLOGGING

8. SOCIAL
BROADCASTING

9. Please adjust your expectations!!!

10. YOU WILL BE
SOMEWHERE IN THE
LONG TAIL

11. ...ooooops

12. …..hell!
?

13. BRANDS USING
REAL-TIME APPS

14. MICROBLOGGING=
MEDIAS MODERN TELEGRAPH

15. and the others?

20. What can brands do with real-time apps?

21. What can brands do with the Real-time Web?
COMMUNICATE!
Update many
customers
Customer Support
Mercedes-Benz Kundenservice
Promote Products all at once
Answer questions, and Price Offs
give advice or feedback
Building a brand
Give brand
channel of brand and
a live personality Drive Awareness product discovery,
to something Trends and insights
of interest & breaking news
to a larger
Offer exclusive community
entry to peers

22. REAL-TIME PANEL STUDY
Participants: 1193
Age: 14-49 years
Length: 10 weeks
Stimuli: 8 different real-time models/14 brands
Area: New York, San Francisco, Los Angeles,
Boston, Miami, Chicago

23. Main Results

24. BRANDS GET A LIVE
PERSONALITY

25. REINVENT TRADITIONAL
CUSTOMER SUPPORT
(PRE- AND AFTER-SALES)

26. GENERATE EXTRA
SALES (E-TAILERS)
IMPULSE BUYING

27. Mercedes-Benz Kundenservice
DIRECT EFFECT: SALES/ DIRECT EFFECT: BRAND/
SERVICE COST MEDIA/SERVICE COSTS

28. But!!!

29. BRANDS ARE VULNERABLE IF
THEY DON‘T HAVE A STRONG
(REAL-TIME) COMMUNITY

30. Additional Information

31. LOW! DANGER OF PARA-
SOCIAL GROUP BEHAVIOR
ABER!

32. SOCIAL
MICROBLOGGING BROADCASTING
Heavy User Heavy User
Light User Light User

33. Learnings from the street musician

34. 2
1 3
COOPERATE WITH OTHER ENTHUSIASTS
FIND OUT WHERE THE CROWD IS! DON‘T START SOMETHING ALREADY
POPULAR
5
4
DON‘T SEPARATE YOUR FANS DON‘T COPY – FIND YOUR OWN STYLE

35. What does that mean for your brand?

37. FISH WHERE THE
FISH IS…

38. …AT THE RIGHT TIME!!!

39. COOPERATE WITH
BRAND ENTHUSIASTS

40. DON‘T START
SOMETHING THAT IS
ALREADY POPULAR

41. ?
DON‘T SEPARATE
YOUR FANS!

42. DON‘T COPY OR EXTEND A
CONCEPT OR CAMPAIGN –
COMPLIMENT USER EXPERIENCE

43. RELY ON SPECIALIST –
DUMP AD-AGENCIES
Rely on specialists for new arenas:

44. Biggest Challenge

45. FEAR OF THE
UNKNOWN!

46. REAL-
TIME =
PORN

47. RESEARCH?
ADVERTISING?
PR?
MARKETING?