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 Over half surveyed want a response in <1 hour. 38% feel more negative about the company if no response received. Source: Lithium Technologies 2013
Real-time marketing makes a difference Impacts marketing outcomes Turbocharges other marketing Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/
BENEFITS OF RTM “Surprise & delight” Right message at the right time Brand relevance Always-on
At this year’s Super Bowl, 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”
The Six Primary Use Cases of Real-Time Marketing
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 guardrailsif anything should be escalated. There are built-in parameters for each campaign.” -Sabrina CaluoriVP 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 #Nemoand #blizzard and testing different copy.
Use Case #3: LOCATION/OBJECT-BASED 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 real-time Internet of Things brings endless possibilities with uncanny relevance in real-time Right person, right content, right time, right place
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 Properties send notifications for nearby restaurants, shopping, show deals, coupons, etc., via guests’ smartphones, based on geo-location, loyalty member status, and preferences.
Use Case #4: PREDICTIVE ANALYTICS-BASED 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
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
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’shashtags, including them in stories and tips shared.
P Which RTM use case does your organization find the most challenging? oll:
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 • E.g. brand relevance, favorability, consideration, purchase intent, conversion, loyalty • Results serving these goals help justify program expansion across functions to executives Define the goals RTM will serve at the business and program level
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
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