Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Real-Time Book Presentation


Published on

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

Published in: Education
  • Be the first to comment

  • Be the first to like this

Real-Time Book Presentation

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