Optimizing the Customer Experience with Real-Time Marketing
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Optimizing the Customer Experience with Real-Time Marketing

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Real time digital marketing and advertising. A talk delivered at Digital Summit Atlanta 2013.

Real time digital marketing and advertising. A talk delivered at Digital Summit Atlanta 2013.

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  • Definition: Reacting in real or near real time in social channels.It’s being in the right place at the right time. With today’s always-on consumer, real-time marketing is often implemented most effectively through social channels.This about the Hudson plane crash – how can news spread like that? How can marketers leverage things like that? Explain Importance (web has evolved beyond "shopping in pajamas")How Always On Relates  to social media - and to social media monitoring
  • SOURCE: http://golinharris.com/#!/insights/real-time-marketing-research/GolinHarris interviewed 3,200 U.S. consumers to learn about RTM’s value. We explored the impact of real-time marketing on how people think and act in relationship to diverse products and brands. Because RTM marketing doesn’t exist in a vacuum, the research also investigated the effect RTM on other marketing activities.Learning #1: Real-time marketing delivers what marketers want most.Our research measured the likelihood of communication with and without RTM to deliver positive outcomes most marketers seek, such as an increase in positive perceptions; interest in a product; likelihood to seriously consider, choose or try a product or brand; and to recommend it to others.When it’s added to the marketing mix, real-time marketing provides a dramatic lift to each of these five coveted outcomes. Marketers who serve as the stewards of brands should consider RTM strategies as part of any communication program intended to capture attention, drive WOM, increase preference, or bolster the likelihood to try or buy.Learning #2: RTM turbocharges your other marketing efforts.Marketers today employ many different methods to share their stories. From publicity and paid media to brand websites, social channels, search marketing and WOM programs, marketing investments are more diverse than ever before.RTM makes these investments work harder, amplifying each activity’s effectiveness. Our research shows a significant lift in likelihood to seek out, pay attention to, and participate in brand communications delivered in common channels when RTM is added to the mix. Marked increases were found regardless of channel including websites, Twitter, Facebook and other popular social media, recommendations from trusted contacts, and PR or advertising-generated stories delivered through “traditional” media.
  • Converged Media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel. All channels work in concert, enabling brands to reach customers exactly where, how, and when they want, regardless of channel, medium, or device, online or offline. With the customer journey between devices, channels, and media becoming increasingly complex, and new forms of technology only making it more so, this strategy of paid/owned/earned confluence makes marketers impervious to the disruption caused by emerging technologies.
  • We’llbegoingthroughexamples of both types of real-time marketing –somesuccess stories and somefails.Event DrivenSuper Bowl, Oscars, Fashion WeekBrand-event driven: conferences, trade shows, consumer event, product launchBreaking newsCustomer DrivenCrisis management Customer service
  • SOURCE: http://www.huffingtonpost.com/2013/02/04/oreos-super-bowl-tweet-dunk-dark_n_2615333.html Retweeted 10,000 times in one hour360i got graphic designed, approved and up in minutesBigger payoff than actual SB spot
  • SOURCE:http://www.mediapost.com/publications/article/151822/Pepsi's involvement in New York’s 2011 Fashion Week demonstrates how real-time should be surrounded by a geographic and cultural frame, said Singh. "It's 'why does it matter now?' During Fashion Week, we launched the Diet Pepsi skinny can. But instead of doing regular stuff, we thought we would integrate as much into Fashion Week as we could. We hired a journalist to be part of our team who had the best access a journalist could have to Fashion Week."When she published something interesting, we amplified it via social engagement. We also used Twitter and Foursquare to give consumers clues about best events to attend. And for one week we operated at blurred space between what a media company does and what a brand does.”The brand positioning was centered on "getting the skinny" on fashion and pop culture.
  • SOURCE:Salesforce.comWhen daftpunk’s new single beat Spotify records, the band’s name began trending in Twitter. Ford Focus focused attention on the brand – in real time.
  • SOURCE: http://www.clickz.com/clickz/news/2144273/super-bowl-ads-2012-winners-losersPizza HutIn a Foursquare promotion, people who checked in to the big game unlocked a 'Super Swarm Sunday' badge. It came with an offer: each receiving the Super Swarm Sunday badge and a "spend $10, get $5 off" deal at Pizza Hut when paying with American Express. As of 6:20pm EST, 175,365 people had checked in (and the number was growing by about 1,000 per minute), observed Gregg Stewart, president, 15miles. By the time the badge closed, a total of 303,445 people had checked in.
  • SOURCES:http://therealtimereport.com/2012/02/06/toyota-under-fire-for-camryeffect-twitter-spam-superbowl-promotion/http://thenextweb.com/socialmedia/2012/02/04/toyota-takes-to-spamming-twitter-for-camry-super-bowl-promotion/Like other advertisers, Toyota spent millions on its Superbowl commercial.  But instead of enjoying positive word of mouth about the new Camry, the brand is dealing with backlash against a Twitter campaign that sent unsolicited @ reply messages to users who were tweeting with Superbowl-related hashtags, inviting them to enter a contest to win a 2012 Camry.What’s worse, the tweets were sent from aseries of accounts that had been verified by Twitter, provoking additional backlash against Twitter for appearing to endorse the spam campaign.   The @CamryEffect1 through @CamryEffect9 accounts are now marked as Suspended Accounts, and the main @CamryEffect account has been changed to a Protected Account.The tweets were sent using technology from LocalResponse, a start up that “helps marketers respond to real-time consumer intent.”  This is a great idea in principle–but this fiasco shows that there is a fine line between an unsolicited message that’s appropriate and welcome to the user–and one that’s perceived as spam.Toyota reactedswiftly to address the firestorm, including an apology posted by Digital Marketing and Social Media Manager Kimberley Gardiner at The Next Web:We apologize to anyone in the Twitterverse who received an unwanted @reply over the past few days. We were excited to share the message of our Camry Effect campaign in a new way and it was never our intention to displease anyone. We’ve certainly learned from this experience and have suspended the accounts effective immediately to avoid any additional issues.Kimberley Gardiner, National Digital Marketing & Social Media Manager, Toyota Motor Sales, U.S.A. Inc.
  • SOURCE: http://media.twitter.com/90/oxygen-live#more-90Bad Girls Club is Oxygen’s biggest show, with more than two million viewers per episode. In the beginning of its fourth season, the network piloted a program called OxygenLive: a “social viewing party” with talent from the show, pulling comments and conversation from several networks, including Twitter, into a central hub.Results:During the East Coast airing, where they piloted the OxygenLive party, ratings for adults 18-49 were up 92% from the previous season. (109% for females 18-49.)During the West Coast airing, where they did not initially pilot OxygenLive, ratings were up only 14%. (And only 9% for females 18-49.)
  • SOURCE: http://mashable.com/2012/03/22/american-express-small-business-saturday/Small Business Saturday, foursquare users who check-in to any of hundreds of thousands of participating retailers and spend $25 on their American Express cards will receive a $25 credit on their American Express statement.The marketing campaign was a resounding success for American Express. The company indicated in a press release that more than 2.7 million people “Liked” the program’s Facebook page and nearly 195,000 tweets were sent in support of Small Business Saturday throughout the month of November. There were gains in overall awareness of the holiday as well, rocketing from 37% in 2010 (its inaugural year) to 65% in 2011.“Small Business Saturday was able to transcend beyond American Express,” Krugman says.But what about the holiday itself? Did the campaign get people to spend (and keep spending) on Main Street?An estimated 103 million Americans shopped at a small business on 2011′s Small Business Saturday — November 26 — and American Express saw a 23% increase in transactions at small business merchants. Krugman says that the anecdotal feedback the company got from local business owners jived with these estimates — and some even had great success.“In reading from testimonials and hearing merchants say, ‘Because of Small Business Saturday, my year-over-year sales were 40% higher,’” Krugman says, “That’s so great.”
  • SOURCES: http://www.csmonitor.com/USA/2010/0609/BP-buys-oil-spill-related-Internet-search-terms-to-manage-messagehttp://www.csmonitor.com/Innovation/Horizons/2010/0609/Gulf-oil-spill-To-control-message-BP-buys-search-terms-from-GoogleNow comes word that the PR department at BP has forked over a healthy chunk of change to control the way Web users view the company. According to BP reps, the company has purchased a range of popular search terms – including "oil spill" – from Google, the most popular search engine in the US.But the very top result is a shaded advertisement from BP, trumpeting the company's clean-up efforts. "Learn More about How BP is Helping," the advertisement reads.In an interview with Reuters, a BP spokesman said that the company was just trying to steer readers in the right direction. "We know people are looking for those terms on our website and we're just trying to make it easier for them to get directly to those terms," the spokesman said.While Houston-based BP spokesman Max McGahan says the company does not release figures on the cost of such buys, industry experts estimate the oil giant is spending anywhere from $5,000 to $10,000 per day, in what BP's Mr. McGahan calls the company's effort to get information quickly and efficiently to the public. While this amount is tiny in the context of the largest oil spill cleanup ever, the mere fact that the British firm is seen as trying to influence the information flow rather than being completely transparent and actively engaged in a dialogue with the affected individuals, reveals a profound tin ear for the situation, say PR professionals.
  • SOURCE: http://www.webinknow.com/2011/10/2-examples-of-true-real-time-marketing.htmlAmazon.com real-time ecommerce site:Amazon.com is another example of true real-time. The site dynamically updates constantly, feeding visitors information based on things like Amazon sales ranks in hundreds of categories updated hourly. You're presented with information based on what other customers have looked at, your recent purchases, products you’ve looked at and much more. Amazon processes billions of data points all in real-time and builds the ecommerce experience based on that. No wonder they are so successful.
  • SOURCE: http://www.internetretailer.com/2012/03/07/walgreens-gives-solomo-shoppers-instant-gratificationThe Walgreens/foursquare program is an example of the burgeoning SoLoMo technique in mobile commerce: social, local and mobile. The combination of these three ways in which people shop, experts say, can be a potent force.Consumers who check in at a Walgreens store via the foursquare mobile social network instantly receive a coupon for a special offer. What’s more, the coupon can be scanned directly from the smartphone, mobile functionality that puts Walgreens far ahead of the pack.“We’re using mobile technology and social media to better engage Walgreens customers, to give them convenient channels to interact with us, and to deliver products, services and savings they truly value,” says SonaChawla, Walgreens president of e-commerce. “Foursquare shares our commitment to innovation and together we’ve developed some unique, breakthrough offerings that cater to today’s tech-savvy consumers. With this program, it’s just check in and the coupon is displayed instantly.”#mobile #social #location#app#foursquare#retail#promotion#jaimy
  • SOURCE:http://therealtimereport.com/2011/05/13/enough-with-the-social-its-time-to-get-real/That’s what’s so effective about Pretzel Crisps‘ real-time “social sampling” program. Their team monitors Twitter conversations to identify customers who are “in need of a snack.”  @PretzelCrisps then reaches out and offers to deliver a free product sample, often with a follow-up to the recipients to share  feedback and start conversations about the brand.According to Jason Harty, the brand’s director of field and interactive marketing,  Pretzel Crisps has built up more than 4.2 million earned media impressions since the launch of the social sampling strategy  in July 2010. Pretzel Crisps has given away about 3,600 units of free samples to consumers, “but the impact of the social samples is twice that of any event samples or product seeding” strategy, Harty told MediaPost.Sales have increased 87% in the 4 weeks prior compared with the previous year since the social campaign began. That’s real, bottom-line value, based on a marketing strategy that leverages social information to create a realtime connection to the product you’re selling.
  • SOURCE:http://gigaom.com/2012/03/06/amex-lets-twitter-users-turn-tweets-into-coupons/The way it works is that consumers who sync their credit card to their Twitter account will be able to tie offers from merchants to their card by including a specific hashtag in a tweet. When they go to redeem their offer with a purchase using their synced card, the discount will be applied to their card and reflected in their account within a few days, according to American Express. Users don’t have to actually clip a coupon or print anything out to take advantage of the service. They just have to send a tweet and the discount is stored for them.American Express has created a new Twitter handle (@amexsync) that will confirm an enrollment in an offer or will notify users if an offer has expired. It will also direct people to the official @americanexpress Twitter account to see new favorited offers. There’s a whole host of merchants who will be participating in the program including Best Buy, H&M, McDonald’s, Whole Foods, TicktetMaster and others.
  • SOURCES: http://therealtimereport.com/2012/01/05/a-hack-for-hire-how-tweeting-for-a-taxi-pays-off/http://arstechnica.com/gadgets/news/2012/01/old-services-meet-new-media-a-tweeting-cabbies-growing-business.arsCabbie Rashid Temuri gets most of his customers through Twitter. Customers can follow him on the social media network and check his location on Google Latitude or find My Friends so that when they need a cab, they can tell if he’s nearby and then tweet for a ride.A typical cabbie would put his hack up for availability through his company’s dispatch service, responding to calls from customers that are relayed to him. But Temuri – whose Twitter handle is @ChicagoCabbie – posts his availability on Twitter and often will offer a special deal, like the time he tweeted an offer of $5 off the meter until 2pm on a trip to either of Chicago’s airports. He also offers free Wi-Fi in his cab.It’s paying off. Temuri thinks that his social media clients represent about 90-95% of his repeat business. That enables him to pick up conversations begun on the last ride and the clients welcome getting back into his cab, knowing it’s a driver they can trust from prior experience.Surprisingly, that wasn’t his goal when he launched his Twitter account. Originally, he just wanted to use it as a tool to help customers understand the nature of the taxi business and avoid common misunderstandings between cabbies and clients.Temuri prefers Twitter to some of the other ways to book cabs and rides. Taxi Magic and Uber both enable folks to call a cab via a text message, for example, but charge fees to the drivers. In addition to tweeting, he also allows clients (or potential clients, as the case may be) to follow him on Google Latitude or Find My Friends so that people know wherever he is at any given time and can contact him when they need a ride.
  • SOURCE:http://ads.ak.facebook.com/ads/FacebookAds/AT&T_CaseStudy_V3.pdfAchieving objectives across business units at AT&T requires a high level of collaboration, AT&T says. Today, AT&T operates with a digital leadership council that meets weekly, with an executive representing the various departments involved in creating the consumer Facebook experience, including: PR, customer care, e-commerce and marketing. The council discusses best practices and provides a feedback loop to the different teams about what is going on within the community. Customer Care: AT&T is also one of the first companies to have a fully dedicated customer care team monitoring its Facebook Page. When it launched this team, AT&T assigned a group of more than 20 of its top performing customer service managers exclusively to social media. Without building any extra applications, members of the customer care team use their real first names to respond to questions publicly on the Wall. During regular business hours, they respond within about 15 minutes. If an issue requires private information to be shared, representatives reply with their email address and invite the person to continue the conversation over email. “One of the key aspects for customer care on Facebook is that we have our seasoned managers on the Page, so they are empowered to respond and resolve issues quickly,” says Chris. Finally, AT&T had created a tightly knit communication loop to take in feedback and make any necessary changes. The customer care managers will feed information to the Facebook team and visa versa to address the total customer care experience. Plus, Jenn says, AT&T is constantly striving to answer, “What can we do better?” She explains, “Facebook allows us to get this feedback directly from our consumers – it is just invaluable; it’s a marketer’s dream.” Based on AT&T surveys, AT&T is over delivering on all customer service measuresBrand perception is much stronger among the AT&T Facebook community, compared with the general population, according to AT&TAT&T says its Facebook efforts drive sales and consistently show very positive return on investmentAT&T currently has over 1.4 million fans, which means it can reach over 145 million friends of those fans through Friend of Connections targeting AT&T says it has a rigorous approach to measuring success on Facebook and that it is seeing very positive results. “On a daily basis we track every single thing that we do on Facebook, so everything on our Page and all of our posts are tagged,” says Jenn. “We measure all of our promotional activities, traffic and e-commerce and we put an ROI to everything we do, so we know that being on Facebook helps generate sales for us.
  • SOURCE: http://sproutsocial.com/insights/2012/04/twitter-success-wells-fargo/Wells Fargo’s @Ask_WellsFargo Twitter account has contributed to an increase of positive brand sentiment by 38 percent.Twitter is now its most effective customer service tool.Kimarie Matthews, VP of Social Web marketing for Wells Fargo & Company: “We went with @Ask_WellsFargo, which not only had a specific call-to-action, but it also seemed a more personal way to interact with a bank,”“We have 80 different lines of business at Wells Fargo,” Kimarie says, “so we have a very complex set of search queries in place on Twitter to make sure we don’t miss any mentions of our brand.”In addition to employing third-party social media management tools, Wells Fargo has even developed its own proprietary system to measure and interpret customer sentiment about its brand. “When we started on Twitter in 2009, we’d get between 200 and 250 incoming customer service related tweets a month — now we’re getting about 2500 tweets a month,” says Matthews. “In that time, we haven’t really increased our resources dedicated to Twitter,” she says, “we’ve just gotten much better at mining all that incoming data to make sure we respond in the most effective, efficient manner.”Senior management is also very heavily involved in the Twitter customer service function. Using advanced monitoring techniques (alluded to above) the customer service team can identify specific tweets from customers that warrant an escalation to second-tier support. Wells Fargo has created an “Executive Office” — escalated support customers are dealt with by management staff that has the authority to resolve problems and implement solutions on the spot. “We’ve developed a system that can detect problems and resolve them before they get out of hand,” says Matthews. This level of support and the resulting customer satisfaction, “just wouldn’t be possible without the buy-in of all our departments across all of our lines of business,” she adds.
  • SOURCES:http://simpliflying.com/2010/live-how-airlines-and-eurocontrol-are-conquering-icelandinc-volcanic-ash-through-social-media-ashtag/http://twitter.com/eurocontrolEuroControl describes itself as “The European Organisation for the Safety of Air Navigation. We ensure that your European flight will be safe, punctual, sustainable and won’t cost too much.” During the Icelandic volcanic eruption and crisis of April 2010, EuroControl’s homepage had recentlyupdated maps of where the ash is coming from, where it’s going to and implications. They also updated their Facebook fan page, Twitter account and even relevant LinkedIn groups with very useful information for travelers. Moreover, they used the Twitter hashtags #euva and #ashtag to inform customers. After introducing the hashtags, customers themselves started sharing stories and tips using them.Twitter page stats:7,757 Tweets459 Following30,015 Followers1,679 Listed
  • SOURCE: http://therealtimereport.com/2011/11/23/twitter-fail-qantas-strikes-out-on-social-media/The issues began on October 29, 2011, when Qantas grounded the entire fleet due to contract negotiations, and was “criticised for its mechanical, impersonal social media response to the grounding of its fleet and the ensuing customer chaos.” Customer fury was so great that there were no less than three trending topics on Twitter at one point, related to the airline’s grounding. According to the Sydney Morning Herald, “Alan Joyce” (CEO of Qantas), “Qantas” and “Anthony Albanese” (Australia’s Minister for Infrastructure and Transport) were all trending worldwide, meaning they were being mentioned in excess of a thousand tweets per minute.To make matters worse, the Friday following the grounding (less than a week later), “British celebrity tweeter” Stephen Fry was on a London-bound Qantas flight that was forced to divert to Dubai as a result of engine faults. Then on November 22nd, one day after breaking off contract negotiations with its unions, Qantas announced the “#QantasLuxury” Twitter competition, asking people to describe their “dream luxury in-flight experience” and possibly win a pair of Qantas first-class pyjamas and a toiletries kit. Coming less than a month after the groundings and criticism over the airline’s social media response, Reuters quoted social media commentator Peter Clarke about the campaign: “Epic PR fail, excellent case study in corporate cultural tone deafness. Simply don’t get it.”The reactionsMuch of the criticism that Qantas faced regarding the groundings – a result of conflict between the airline and its unions – was based on the airline’s “corporate, wooden responses” and “lack of empathy” via social media. The entire fleet was grounded without notice, leaving 70,000 stranded passengers. According to Reuters, the Qantas tweet announcing the groundings simply said: “From 8pm AEDT on 31/10 Qantas will lock out all employees who will be covered by the new ALAEA, TWU and AIPA agreements.” Stuck passengers were even asked not to call the overwhelmed Qantas contact center.To start with, there was some confusion for grounded Qantas passengers in just finding the right Twitter account to communicate with, between @Qantas, @QantasMedia, and @QFCustomerCare (@Qantas was the account used for updates). Then, the entirely corporate responses – see tweets below – of the airline gave customers little or no personal response. While individually tweeting thousands of stranded customers was impossible, the airline did little to engage their frustrated followers or to offer support.
  • SOURCE:http://www.stargroup1.com/blog/chapstick-another-example-brand-who-doesnt-get-social-media-no-butts-about-itIn late 2011, Chapstick ran an ad that many women and men for that matter deemed offensive (in slide). Well the people took it to the social media streets and went to the Chapstick Facebook page to voice their displeasure, many times over. However, instead of properly dealing with the crisis, full transparency, open lines of communication, active engagement and all that good stuff, Chapstick decided to unplug their phones; they decided to remove all negative comments from their Facebook page.Finally, maybe after growing tired of deleting one negative comment after another, Chapstick decided to remove the offending ad and issue a mea culpa of sorts, posting this to their Facebook page:"We see that not everyone likes our new ad, and please know that we certainly didn’t mean to offend anyone! Our fans and their voices are at the heart of our new advertising campaign, but we know we don’t always get it right. We’ve removed the image and will share a newer ad with our fans soon!We apologize that fans have felt like their posts are being deleted and while we never intend to pull anyone’s comments off our wall, we do comply with Facebook guidelines and remove posts that use foul language, have repetitive messaging, those that are considered spam-like (multiple posts from a person within a short period of time) and are menacing to fans and employees."Right... so we're to believe that EVERY comment fell into one of these Facebook guidelines they reference?
  • Here is a screen grab from a recent discussion on Xceedfinancial’s Facebook wall (http://www.facebook.com/pages/Xceed-Financial-Credit-Union/76460751937?sk=wall).You can see that Linda is a troubled customer with a fairly serious customer service issue. Linda clearly has been taught to take things public in social, and Xceed does a good job in recognizing the issue and triaging it appropriately, within minutes of the comment. Eventually, further down in the comment stream on the Facebook page, Linda expresses her thanks for a customer service associate for adequately handling her problem. Overall, the page is thoughtful, well-designed, with a number of interactive and social elements. The trouble is, they appear to there for the sake of being there….not to drive anything specific. There are too many custom tabs to do too many things, and no real mission statement expressing what the Facebook community is for. You can see the results of that on the next slide…Updated Nov. 16, 2011 (No original case study date given)#creditunion #financial #regulated#facebook#support #dialog#fail#jaimy
  • Here is a comment stream (that actually goes further than the second animated image) that is just customer after customer expressing one need after the next. Keep in mind there are only around 500 or so fans of this page. While it’s great to solicit such an active, presumably local community, there is no service strategy here. In one moment Xceed is earning high marks for their social media customer service, and in the next their page is overrun with complaints. This community is not well-defined by its community leaders. Interestingly, their Twitter page has well over double the fans, but again does not have a well-defined community, with mostly one way interaction (http://twitter.com/#!/xceedfinancial)Updated Nov. 16, 2011 (No original case study date given)#creditunion #financial #regulated#facebook#support #dialog#fail#jaimy
  • Above: Altimeter found a workflow pattern based on 34 interviews, while we heard a variation on workflow patterns, this one was common
  • Definition of learning: Using social technologies to listen and learn from customers who are already speaking.
  • Control room model for eventsStaff structure for 24/7 Training and tools
  • Results: Applebee’s retains control over messaging and content, while dramatically improving ROI by connecting with customers at the local community level. With over 7,000 employees using Expion to manage 1000+ locations, Applebee’s has increased its engagement with their customers by building on their brand promise as your “Neighborhood Bar and Grill.”DATE: September 8, 2011Source: Expion deck sent to Christine#foodbev #restaurant #retail#learn #support #dialog#christine#facebook #twitter#smms #listening
  • SOURCE:http://www.radian6.com/tag/dell-social-media-listening-command-center/In December 2010, Dell officially launched its impressive Social Media Listening Command Center. The center tracks on average more than 22,000 daily topic posts related to Dell, as well as mentions of Dell on Twitter, and that information is analyzed and broken down based on topics and subjects of conversation, sentiment, share of voice, geography and trends.But this tracking is not just about Dell’s customers. As Dell’s Vice President of Social Media and Community Manish Mehta said: “Dell’s Ground Control is also about getting that information to the right people wherever they are in the Dell organization, globally and functionally.”Nov. 9, 2011#b2c #computer #facebook #twitter #radian6#learn #listen#monitor#jaimy
  • SOURCE: http://mashable.com/2011/06/15/gatorade-social-media-mission-control/DATE: April 12, 2010#foodbev#learn#christine

Optimizing the Customer Experience with Real-Time Marketing Optimizing the Customer Experience with Real-Time Marketing Presentation Transcript

  • 1Digital Summit AtlantaMay 15, 2012Rebecca Lieb,Industry AnalystOptimizing the CustomerExperience with Real-TimeMarketing@lieblink
  • © 2012 Altimeter Group© 2012 Altimeter GroupWhat is “Real-Time Marketing?”
  • © 2012 Altimeter Group3Real-time marketing is immediate reaction —it’s the marketing of relevancy,achieved by listening and anticipation ofconsumer interests and needs.
  • © 2012 Altimeter GroupReal-time marketing delivers what marketerswant most and turbo charges other effortsSource: GolinHarris, The Promises and Pitfalls of Real-Time Marketing.http://golinharris.com/#!/insights/real-time-marketing-research/
  • © 2012 Altimeter Group© 2012 Altimeter GroupReal Time = Converged Media
  • © 2012 Altimeter GroupNow, let’s define Converged Media6 Two or more channels of paid, earned, and owned media. Consistent storyline, look, and feel. All channels work in concert, enabling brands to reachcustomers throughout the customer journey© 2012 Altimeter Group
  • © 2012 Altimeter GroupTwo types of always-on marketing1. Event driven• Public events• Brand events• Breaking news2. Customer driven• Customer service• Crisis management
  • © 2012 Altimeter GroupTwo types of always-on advertising1. Event driven• Public events• Brand events• Breaking news2. Customer driven• Customer service• Crisis management
  • © 2012 Altimeter GroupOreos wins the Super Bowl with a tweet
  • © 2012 Altimeter GroupDiet Pepsi integrates new “skinny can” intoFashion Week with journalist + social media
  • © 2012 Altimeter GroupFord Focus focuses on #daftpunk
  • © 2012 Altimeter GroupPizza Hut tackles Super Bowl promotion withAMEX Foursquare check-in specialDuring Super Bowl XLVI,Pizza Hut’s Foursquarecheck-ins grew by 1,000check-ins per minute. Bythe time the badgeclosed, a total of 303.445people had checked in.
  • © 2012 Altimeter GroupToyota feels backlash after Twitter spammingits Toyota Camry promo during Super Bowl
  • © 2012 Altimeter GroupOxygenLive chats increase tune-in 92%14Live chats with talent fromthe show and other fansvia twitter led to a 92%increase in tune-in among18- to 49-year-oldscompared to the previousseason of Bad Girls Club.
  • © 2012 Altimeter GroupFoursquare promotion contributes to record“Small Business Saturday” sales for AMEXAn estimated 103 millionAmericans shopped at smallbusinesses on 2011’s SmallBusiness Saturday. AmericanExpress saw a 23% increasein transactions from itsinaugural event.
  • © 2012 Altimeter GroupBP purchases “oil spill,” other keywords indisastrous PR attempt to sway public opinionIndustry expertsestimated BP spentbetween $5,000 and$10,000 per day inkeyword buys to influencenatural information flow.
  • © 2012 Altimeter GroupTwo types of always-on marketing1. Event driven• Public events• Brand events• Breaking news2. Customer driven• Customer service• Crisis management
  • © 2012 Altimeter GroupAmazon adjusts its “storefront” in real timebased on individual and big data
  • © 2012 Altimeter Group19Walgreens combines social, local, and mobilewith real-time Foursquare check-in couponsAs of March 2012,consumers who checkin at a Walgreens storevia Foursquareinstantly receive acoupon for a specialoffer. The coupon canbe scanned directlyfrom the smartphoneupon checkout.
  • © 2012 Altimeter GroupPretzelCrisps’ real-time “social sampling”program contributes to 87% sales increasePretzelCrisps has built upmore than 4.2 millionearned mediaimpressions since its“social sampling” programlaunch in early 2010.
  • © 2012 Altimeter GroupAMEX offers real-time discounts to Twitterusers with synched cards via hashtag use
  • © 2012 Altimeter Group90-95% of @ChicagoCabbie’s repeatbusiness driven through Twitter, social media
  • © 2012 Altimeter GroupAT&T brings customer care to Facebook
  • © 2012 Altimeter GroupWells Fargo’s Twitter account is now its mosteffective and efficient customer service tool24@Ask_WellsFargohas contributed to anincrease in positivebrand sentimentby 38%.
  • © 2012 Altimeter GroupEurocontrol responds to environmentalcrisis via Facebook, Linkedin & Twitter25Eurocontrol used #euva and#ashtag to monitor andrespond to conversationsabout 2010’s Icelandicvolcanic ash cloud.
  • © 2012 Altimeter GroupQantas follows up social media crisis withill-timed #QantasLuxury Twitter competitionCustomer fury over Qantaslack of response via socialmedia led to three trendingTwitter topics at once –eachmentioned in excess of 1Ktweets/minute.
  • © 2012 Altimeter GroupChapstick responds to Facebook criticism bydeleting ALL negative posts“We apologize that fans have feltlike their posts are being deletedand while we never intend to pullanyone’s comments off our wall, wedo comply with Facebook guidelines...”
  • © 2012 Altimeter GroupXceed Credit Union is timely & responsive …28
  • © 2012 Altimeter Group… but lacks a scalable strategy29Without settingproper expectations,a community cansnowball.
  • © 2012 Altimeter Group© 2012 Altimeter GroupBuilding a Real-Time Brand
  • © 2012 Altimeter GroupExecution Workflow: Coordinating Paid,Owned, and Earned as one orchestration31© 2012 Altimeter Group
  • © 2012 Altimeter GroupFive goals define your strategy,but always start with Learn (and listen)32LearnDialogAdvocateSupportInnovate
  • © 2012 Altimeter GroupLearn with free monitoring tools33Google Blog SearchTwitter Search
  • © 2012 Altimeter GroupPaid services provide insights and workflow34Salesforce Radian6Other Providers:BuzzMetricsCollective IntellectCymfonyDow JonesLithiumTechrigy/AlterianVisible Technologies
  • © 2012 Altimeter GroupDisclosure: An Altimeter Group client35Listen and measure conversation sentiment
  • © 2012 Altimeter GroupThe foundation for an always-on organizationstarts with manpower Structure staff around a 24/7 response model Dedicate resources toward “Control rooms” and“War rooms” to monitor social conversation Arm teams with training and tools for success
  • © 2012 Altimeter GroupSource: Expion, Disclosure: An Altimeter client37Applebee’s supports 7K employees in 1Klocations to monitor & respond in social
  • © 2012 Altimeter GroupDell uses SalesforceRadian6 to power itssocial mediamonitoring of morethan 22K daily topicposts on thesocial Web.Dell’s Social Media Listening CommandCenter monitors conversation, sentiment
  • © 2012 Altimeter GroupGatorade monitors social conversations froma dedicated roomGatorade’s Social MediaCommand Center is a“war room for monitoringthe brand in real-timeacross social media.”
  • © 2012 Altimeter GroupRebecca Liebrebecca@altimetergroup.comrebeccalieb.com/blogTwitter: lieblinkTHANK YOUDisclaimer: Although the information and data used in this report have been produced and processed fromsources believed to be reliable, no warranty expressed or implied is made regarding the completeness,accuracy, adequacy or use of the information. The authors and contributors of the information and datashall have no liability for errors or omissions contained herein or for interpretations thereof. Referenceherein to any specific product or vendor by trade name, trademark or otherwise does not constitute or implyits endorsement, recommendation or favoring by the authors or contributors and shall not be used foradvertising or product endorsement purposes. The opinions expressed herein are subject to change withoutnotice.