Real Time Is Not Fast Enough: Three Strategies For Companies To Get Ahead

Real Time Is *Not* Fast Enough Jeremiah Owyang Altimeter Group December 2009 For a copy of slides, send an email to info@altimetergroup.com

At first, things started off “slow”

Then Real-Time Took Center Stage

Location Based

Publishing Goals

“Now” Seems So Yesterday.

Real Time Is *Not* Fast Enough Jeremiah Owyang Altimeter Group December 2009 For a copy of slides, send an email to info@altimetergroup.com

Motrin Moms

“ Honestly, the only pain I have at the moment is the headache from refuting the ignorance in this Motrin ad. Anyone have a generic ibuprofen?”
“ Wow, Motrin, way to mismarket. My sling is saving my life and has been for 15 months now. Have you tried carrying a baby all day?” “ I agree. NO to Motrin. Generic ibuprofen works for me! And wearing my son never gave me back pain.”

Evolution Of The Web
Asynchronous
News sites
Press releases
Blogs
Real-Time
Status Updates
Chat Tools
Checkins Updates
Intention
Scheduling
43 Things
Plancast

Social Network Adoption Increases Wave 4. Universal McCann, http://universalmccann.bitecp.com/wave4/Wave4.pdf

Many Industries Can’t Keep Up Data from Altimeter’s Engagement DB

Your Site As You Know It

Your Site with Google Sidewiki

The Impact The Impact
Good – and bad – opinions are online
Customers trust each other
Companies unable to match this growing trend.

Three Strategies to Respond

#1. Provide Social Personalization

The Impact Develop a Listening Strategy
Get a listening program in place
Prepare for social personalization
Allow social features and logins to connect to your site

Learn with Monitoring Tools

Radian6 Enables Learning Organizations

Social Personalization

Augmented Reality Provides Contextual Information

#2 Recruit an Unpaid Army

Advocacy Programs
Companies cannot scale to meet the needs of the real-time web
As a result, they’re developing advocacy programs lead by customers.

Microsoft’s Most Valuable Professional

Walmart’s Elevenmoms

The Impact
Incent through recognition –never money.
Provide them with access to special information or events.
Listen to their feedback –and make changes.
Advocacy Programs

#3 Invest in Management Systems

The Impact
Companies respond to the real-time web by using Social CRM.
Social Data funneled into CRM systems.
Companies respond quicker.
Social CRM

Salesforce Social Tools

Lithium Social CRM *Lithium is an Altimeter Group client.

The Impact
Social web fuels real-time web.
Information is personalized, location based, and rapid
Companies can barely keep up with the slow-time web.
What It Means

Pragmatic Next Steps
Personalize social technologies
Leverage the crowd
Tie social data with company data

Jeremiah Owyang Altimeter Group [email_address] web-strategist.com Twitter: @jowyang Slides will be published on My Blog, and Slideshare Creative Commons License Slide assistance by Christine Tran, Altimeter Group and Carmen Taran, Rexi Media.

The most effective way to deal with the future is to be the one shaping it.

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Real Time Is Not Fast Enough: Three Strategies For Companies To Get Ahead

by Jeremiah Owyang on Dec 09, 2009

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