The same "change" that Toyota introduced decades ago, has to be applied to marketing and creativity these days... Fragmented media and consumer attention... We are impatient, we want everything done yesterday.
Of course, we are talking about Real Time Marketing, but not only real time: it's the lean philosophy in its entirety that has to be taken into account. Agile development, short cycles, trial and error, etc
Strategy is overrated. Digital startups are showing us the way to success in our century. Innovate: think fast, create something people can use as fast as you can, listen, fine tune, try again...
A new methodology for times where the user is the king. Empowered users deciding everything one click at a time. You have to make People -not Product/Brand or Service- your new compass.
Lean Marketing: New Rules for the Social & Real Time Web
Real Time Marketing
New Creativity Rules for
the Social & Real Time Web
I do not hide the fact that I studied Industrial Engineering. I even wrote it in my twitter BIO. It's especially useful to make
myself stand out in this crowded space of personal brands and social media gurus...
It normally goes like What the hell is an Industrial Engineer doing talking about marketing, or even worse… Creativity?
Well, dunno... Applying some methodology? Go to Hell, methodology stinks and it kills creativity... I don't think so. Ideas
must be sold, Creativity must be sold. Methodology is a good tool to sell Faith to non believers.
I learnt a lot of production history at School. I learnt how Ford introduced line production for cars and started a
revolution. And in the 80s, MRP, an algorithm to plan the production and replenishment of goods was the standard.
Production in those days meant "Big lots" (big batches), to take advantage of the economy of scale. But meanwhile,
on the other side of the world (think Japan) someone was thinking about how to beat American automotive giants.
Toyota's President set the challenge: "we have to introduce a diﬀerent way to produce to beat Americans". Taiichi
Ohno was the guy who started this new revolution. What if we produce diﬀerently. For instance, thinking against
the established norm of big lots of production. Everybody thought big lots were good, but they were bad except for
one thing: setup times. Big lots divide the cost of preparing a machine, by the number of pieces produced at a time.
But big lots brought about big stocks, obsolescence, quality problems and above all big production orders meant
inﬂexibility when satisfying your demand.
Production Scheduling & SMED
The solution was SMED: single-minute exchange of die. It seemed that reducing the time to change and prepare a
machine was imposible, but it was not. From 10 hours to 10 minutes. And Toyota introduced a whole lot of other new
concepts: like zero waste, zero stock, zero papers, ... They created what now is known as "lean manufacturing". Lean in
terms of being agile, ﬂexible, fast ...
Now lean is everywhere in management… Have you heard of lean software developement ( scrum and agile
methodologies?) Lean startups, and of course, lean marketing.
The same "change" that Toyota introduced decades ago, has to be applied to marketing and creativity
these days... Fragmented media and consumer attention... We are impatient, we want everything done
We are talking about Real Time Marketing, but not only real time: it's the lean philosophy in its entirety
that has to be taken into account. Agile development, short cycles, trial and error, etc
Strategy is overrated. Digital startups are showing us the way to success in our century. Innovate: think
fast, create something people can use as fast as you can, listen, ﬁne tune, try again...
A new methodology for times where the user is the king. Empowered users deciding everything one
click at a time. You have to make People -not Product/Brand or Service- your new compass.
That's our mantra. This is the time for business becoming Social. What does Social Business mean? Well, it means
People First: customers, users, employees, citizens... Or die...
On /Oﬀ / On
And this mantra helps us envision new rules for Creativity in a Social & Real Time Web.
Creativity that puts people ﬁrst
Forget your brand, start thinking like the audience: what's in it for me? Make them participate, make your creativity
useful, listen, listen, listen and just be there...
When you cannot easily "target an audience" and People decide who to follow, advertising rules change. And to get
there you have to change your "methodology". And that's where engineers come in... Methodology!!
Our methodology for Lean Marketing is quite simple and based on "lean rules". You have to start getting used to
#failure Thats the only rule you'll have to follow.
Read more: 7 reglas creatividad 2.0
Fail Often, Fail Quick, Fail Cheap
Don't create multi-million dollar campaigns. You have to think big, start small, eﬃcient, and test it. The
Real Time & Social Web is the best advertising lab one could ever imagine.
So give autonomy to your creative team. Don't create committees, procedures, workﬂows. Inspire your
team, give them the vision, the goals, agree on the kpis, ... and let them play.
Let's see some examples
The now famous Oreo tweet during the blackout of the Superbowl 2013, took 5 minutes to produce.
"The copy & the design"!
watch the video
When Twitter announced Vine as a 6 second video tool integrated in your timeline, we convinced Toyota
(who else? :-) to launch the ﬁrst spot on Vine. Paco Berrocal didn't have the time to follow all the
workﬂow to approve a spot. He took the risk. Simple, easy, eﬃcient, ﬁrst movers = big impact
watch the video
We are proud winners of a Bronze Lion in the FIAP with this "self-promotion" campaign. We crafted a
creative concept and made people ﬁght for two hashtags, for and against the habit of taking pictures in
summer, with your feet in the foreground. We took advantage of an existing trend, we capitalized on it,
and we made it real time. Community management, interacting with people, who shared more than
5000 photos, or even created their own campaigns to defend their position.
NO AL PIESTUREO
The beer brand Newcastle, decided not to buy the 4 million dollars slot for a Superbowl spot. They
created an "ambush marketing campaign".
watch the video
We run a low cost campaign for NH Hoteles, for "social media inﬂuencers " in an event being held in one
of their hotels. We wrote "#followfriday for choosing NH on their beds. It was real time, because we
thought and executed the campaign two hours before the event started.
Real Time MKT
is Not Only About Creativity
Of course, Real Time Marketing is not only about creativity. A new "discipline" called Social Business
Intelligence has emerged out of the social & real time web. We can now crawl and analyse thousands,
millions of messages and consumer insights in near real time. And we can take decisions based on that.
This is what we saw, Coca Cola were launching a new campaign to support bars in Spain. What you are
seeing is an accelerated graph of thousands of conversations taking place around the brand and the
hashtag they used, in a 4 day time period.
And you can imagine hundreds of examples. For instance, we were working with Cepsa, the big Spanish
petrol company, and they launched a national campaign. It was quite a funny and successful spot. The
problem was that people didn't understand the real concept behind it. How could Cepsa possibly know
all prices of gas stations in the surroundings? We had to launch an online video explaining the concept.
But we haven't talked a lot about the World Cup, have we?
Forget the World Cup...
Yes, It's full of emotions, and we know emotions sell, but... It's crowded… It's like brands sending out Xmas
Greetings, seriously do you read any of those?
But if you choose to disregard my advice, and you want to be there nonetheless
Forget this image. Spain is not going to win forever !!
A simple but eﬀective action. Heineken invited a diﬀerent celebrity to comment on every Champions
League match. People could talk with them "real time" through the hashtag #sharethesofa
Lean Marketing - Final Thoughts
to your teams
Your community is already talking
Try, test, let it go or invest....
Toyota did with production, what we have to do now with Marketing
- Give autonomy to your creative teams (your brand is strong enough, a bad tweet won't destroy it, and
a good one could be THE spark everybody will be talking after the World Cup.
- Listen! Your community is already telling you what to do if you can read between the lines.
- Be bold! And fail, fail, fail...
Gracias por llegar hasta aquí ;-)
Soy Fernando Polo, socio y director general ejecutivo de
Territorio creativo, agencia consultora de Social Business.
Puedes seguirme en Twitter (@abladias) o en mis blogs Abladías
y #TcBlog. Descargar mis presentaciones en Slideshare.
O leer 400 págs. con nuestra visión sobre el futuro del marketing
en el siglo XXI en el libro #Socialholic, editado por Planeta.