[Slides] Real-Time Marketing: The Agility to Leverage Now
 

[Slides] Real-Time Marketing: The Agility to Leverage Now

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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 ...

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

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  • 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.