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Real-Time Marketing: The Ability to Leverage Now - Webinar

Real-Time Marketing: The Ability to Leverage Now - Webinar

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Real-Time Marketing: The Ability to Leverage Now - Webinar

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  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 Over half surveyed want a response in <1 hour. 38% feel more negative about the company if no response received. Source: Lithium Technologies 2013

  5. Real-time marketing makes a difference Impacts marketing outcomes Turbocharges other marketing Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing.!/insights/real-time-marketing-research/

  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 Super Bowl, 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”

  12. Kenneth Cole’s RTM #fail

  13. 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

  15. 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.

  16. 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

  17. 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

  18. 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.

  19. 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

  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.

  21. 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.

  22. 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

  23. Walgreens responds to in-store Foursquare check-ins with scannable coupon

  24. Marketo tracks and scores engagement to automate relevant content for lead nurturing

  25. 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

  26. PretzelCrisps listens for those in need of a snack, rewards them with a sample

  27. JetBlue aims for response times of <1 hour, engages both positive and negative mentions

  28. USA Network interacts with fans in real-time with Character Chatter

  29. 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

  31. 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.

  32. Epicurious found itself backpeddling after Boston Marathon #RTMFAIL

  33. P Which RTM use case does your organization find the most challenging? oll:

  34. Twelve Steps to Prepare for Real-Time Marketing

  35. 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

  36. 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

  37. 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

  38. “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

  39. Pepsi lives its “Live for Now” slogan with Pepsi Pulse, integrating real-time content into evergreen content hub

  40. 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

  41. Most Critical Channels for Real-Time Marketing

  42. 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

  43. 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

  44. Halo BCA averages three-minute turnaround in >90% of customer inquiries

  45. 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.

  46. “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

  47. 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