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Real Time Book Presentation

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A presentation on David Meerman Scott's book "Real-Time Marketing & PR".

A presentation on David Meerman Scott's book "Real-Time Marketing & PR".

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    Real Time Book Presentation Real Time Book Presentation Presentation Transcript

    • Real Time Report By: Lindsay Short
    • Real Time means:
      • news breaks over minutes,
        • not days.
      • ideas percolate, then suddenly
        • and unpredictably go viral to a global audience.
      • when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace.
      • when businesses see an opportunity and are the first to act on it.
    • This Book Will Teach How To:
      • Develop a business culture that
      • encourages speed over sloth
      • Read buying signals as people interact with your online information
      • Engage with reporters to shape stories as they are being written
      • Command premium prices by delivering products at speed
      • Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers
      • Crowdsource product development, naming, and even marketing materials such as online videos
      • Awareness of information, as it happens in real time can give you and enormous competitive advantage, if you know how to use it. (Meerman learned in Wall Street in 1980s)
      • FINANCE
    • Financial Transformation
      • With that revolutionary shift, a new currency of success emerged with the ability to:
        • Gather
        • Interpret
        • React
      to new information in fractions of a second ..aka Real Time! <
    • Grow Your Business the Real Time Way
      • Most organizations operate slowly and deliberately, cementing decisions months in advance.
      • Speed and agility
      • trumps size.
    • David & Goliath
      • Musician Dave Carroll and band flew United Airlines from a gig in Halifax to a gig in Omaha.
      • United broke their guitars during travel and refused to do anything about it.
      • He
      threatened to post a song about their disservice to YouTube and received a ton of press because of it.
    • The Real Time Law of Distribution
      • Dave and United is about speed and media relations.
      • Dave was ready and able to speak to the media in
      real time; therefore, the song and the band grew in the spotlight.
    • Real Time Market Engagement
      • Taylor Guitars – built goodwill among customers by posting their own YouTube video advising traveling musicians how to pack equipment and how to use airline rules the best advantage.
      • Calton Cases – created a
      • new product called “The
      • Dave Carroll Traveler’s
      • Edition Guitar Case”
    • And…United Airlines
      • Still made no response!
      • Two aspects have been overlooked:
        • The reasons why Dave’s video gained so much momentum
        • The way agile players on the periphery were able to surf that momentum
    • Real Time Suggestions
      • Speed
      • Networking
      • Engage
      • Crowdsource