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Real-Time Study _ Microblogging and Social Broadcasting for Brands
 

Real-Time Study _ Microblogging and Social Broadcasting for Brands

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Brand Science Institute conduct a research study "How Does the Real-Time Web help brands?!"

Brand Science Institute conduct a research study "How Does the Real-Time Web help brands?!"

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    Real-Time Study _ Microblogging and Social Broadcasting for Brands Real-Time Study _ Microblogging and Social Broadcasting for Brands Presentation Transcript

    • REAL-TIME WEB WHAT BRANDS CAN LEARN FROM STREET MUSICIANS Microblogging and Social Broadcasting Study 2008
    • A Typical Marketing Meeting Somewhere
    • Real-Time Web is a big trend – we have to start something! My CEO wants me to be on top of the latest web trend – how can we manage real-time? Everybody is twittering and broadcasting – This must be cool for our brand!
    • Some facts
    • Why Real-Time Web? Now?
      • Desire for Asynchronous Communication
        • Real-Time Exchange Social Objects: Writing, Photos, Audio, Video
        • Real-Time Exchange Metadata: Location, personal data, relationships
      • Less Technical Boundaries
        • Low cost
        • Simple integration
    • Our Focus
    • MICROBLOGGING
    • SOCIAL BROADCASTING
    • Please adjust your expectations!!!
    • YOU WILL BE SOMEWHERE IN THE LONG TAIL
    • BRANDS USING REAL-TIME APPS
    • MICROBLOGGING= MEDIAS MODERN TELEGRAPH
    • and the others?
    •  
    •  
    •  
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    • What can brands do with real-time apps?
    • What can brands do with the Real-time Web? COMMUNICATE! Customer Support Answer questions, give advice or feedback Promote Products and Price Offs Update many customers all at once Building a brand channel of brand and product discovery, Trends and insights & breaking news Give brand a live personality Offer exclusive entry to peers Drive Awareness to something of interest to a larger community
    • REAL-TIME PANEL STUDY Participants: 1193 Age: 14-49 years Length: 10 weeks Stimuli: 8 different real-time models/14 brands Area: New York, San Francisco, Los Angeles, Boston, Miami, Chicago
    • Main Results
    • BRANDS GET A LIVE PERSONALITY
    • REINVENT TRADITIONAL CUSTOMER SUPPORT (PRE- AND AFTER-SALES)
    • GENERATE EXTRA SALES (E-TAILERS) IMPULSE BUYING
    • DIRECT (+) EFFECT: SALES/ SERVICE COST DIRECT (+) EFFECT: BRAND/ MEDIA/SERVICE COSTS MICROBLOGGING SOCIAL BROADCASTING Mercedes-Benz Kundenservice
    • But!!!
    • BRANDS ARE VULNERABLE IF THEY DON‘T HAVE A STRONG (REAL-TIME) COMMUNITY
    • Additional Information
    • ABER! LOW ! DANGER OF PARA-SOCIAL GROUP BEHAVIOR
    • MICROBLOGGING SOCIAL BROADCASTING Heavy User Light User Heavy User Light User
    • Learnings from the street musician
    • FIND OUT WHERE THE CROWD IS! COOPERATE WITH OTHER ENTHUSIASTS DON‘T START SOMETHING ALREADY POPULAR DON‘T COPY – FIND YOUR OWN STYLE DON‘T SEPARATE YOUR FANS 1 2 3 4 5
    • What does that mean for your brand?
    • FINISHED!!!
    • FISH WHERE THE FISH IS…
    • … AT THE RIGHT TIME!!!
    • COOPERATE WITH BRAND ENTHUSIASTS
    • DON‘T START SOMETHING THAT IS ALREADY POPULAR
    • DON‘T SEPARATE YOUR FANS! ?
    • DON‘T COPY OR EXTEND A CONCEPT OR CAMPAIGN – COMPLIMENT USER EXPERIENCE
    • Rely on specialists for new arenas: RELY ON SPECIALIST – DUMP AD-AGENCIES
    • Biggest Challenge
    • FEAR OF THE UNKNOWN!
    • REAL-TIME = PORN
    • RESEARCH? MARKETING? ADVERTISING? PR?