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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.

Published in: Business, Technology

Optimizing the Customer Experience with Real-Time Marketing

  1. 1. 1Digital Summit AtlantaMay 15, 2012Rebecca Lieb,Industry AnalystOptimizing the CustomerExperience with Real-TimeMarketing@lieblink
  2. 2. © 2012 Altimeter Group© 2012 Altimeter GroupWhat is “Real-Time Marketing?”
  3. 3. © 2012 Altimeter Group3Real-time marketing is immediate reaction —it’s the marketing of relevancy,achieved by listening and anticipation ofconsumer interests and needs.
  4. 4. © 2012 Altimeter GroupReal-time marketing delivers what marketerswant most and turbo charges other effortsSource: GolinHarris, The Promises and Pitfalls of Real-Time Marketing.!/insights/real-time-marketing-research/
  5. 5. © 2012 Altimeter Group© 2012 Altimeter GroupReal Time = Converged Media
  6. 6. © 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
  7. 7. © 2012 Altimeter GroupTwo types of always-on marketing1. Event driven• Public events• Brand events• Breaking news2. Customer driven• Customer service• Crisis management
  8. 8. © 2012 Altimeter GroupTwo types of always-on advertising1. Event driven• Public events• Brand events• Breaking news2. Customer driven• Customer service• Crisis management
  9. 9. © 2012 Altimeter GroupOreos wins the Super Bowl with a tweet
  10. 10. © 2012 Altimeter GroupDiet Pepsi integrates new “skinny can” intoFashion Week with journalist + social media
  11. 11. © 2012 Altimeter GroupFord Focus focuses on #daftpunk
  12. 12. © 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.
  13. 13. © 2012 Altimeter GroupToyota feels backlash after Twitter spammingits Toyota Camry promo during Super Bowl
  14. 14. © 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.
  15. 15. © 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.
  16. 16. © 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.
  17. 17. © 2012 Altimeter GroupTwo types of always-on marketing1. Event driven• Public events• Brand events• Breaking news2. Customer driven• Customer service• Crisis management
  18. 18. © 2012 Altimeter GroupAmazon adjusts its “storefront” in real timebased on individual and big data
  19. 19. © 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.
  20. 20. © 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.
  21. 21. © 2012 Altimeter GroupAMEX offers real-time discounts to Twitterusers with synched cards via hashtag use
  22. 22. © 2012 Altimeter Group90-95% of @ChicagoCabbie’s repeatbusiness driven through Twitter, social media
  23. 23. © 2012 Altimeter GroupAT&T brings customer care to Facebook
  24. 24. © 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%.
  25. 25. © 2012 Altimeter GroupEurocontrol responds to environmentalcrisis via Facebook, Linkedin & Twitter25Eurocontrol used #euva and#ashtag to monitor andrespond to conversationsabout 2010’s Icelandicvolcanic ash cloud.
  26. 26. © 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.
  27. 27. © 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...”
  28. 28. © 2012 Altimeter GroupXceed Credit Union is timely & responsive …28
  29. 29. © 2012 Altimeter Group… but lacks a scalable strategy29Without settingproper expectations,a community cansnowball.
  30. 30. © 2012 Altimeter Group© 2012 Altimeter GroupBuilding a Real-Time Brand
  31. 31. © 2012 Altimeter GroupExecution Workflow: Coordinating Paid,Owned, and Earned as one orchestration31© 2012 Altimeter Group
  32. 32. © 2012 Altimeter GroupFive goals define your strategy,but always start with Learn (and listen)32LearnDialogAdvocateSupportInnovate
  33. 33. © 2012 Altimeter GroupLearn with free monitoring tools33Google Blog SearchTwitter Search
  34. 34. © 2012 Altimeter GroupPaid services provide insights and workflow34Salesforce Radian6Other Providers:BuzzMetricsCollective IntellectCymfonyDow JonesLithiumTechrigy/AlterianVisible Technologies
  35. 35. © 2012 Altimeter GroupDisclosure: An Altimeter Group client35Listen and measure conversation sentiment
  36. 36. © 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
  37. 37. © 2012 Altimeter GroupSource: Expion, Disclosure: An Altimeter client37Applebee’s supports 7K employees in 1Klocations to monitor & respond in social
  38. 38. © 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
  39. 39. © 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.”
  40. 40. © 2012 Altimeter GroupRebecca 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.