REAL-TIME WEB
  WHAT BRANDS CAN LEARN
  FROM STREET MUSICIANS
A Typical Marketing Meeting Somewhere
My CEO wants me to
Real-Time Web is a    be on top of the latest
big trend – we have   web trend – how can
to start someth...
Some facts
Why Real-Time Web? Now?

- Desire   for Asynchronous Communication

   - Real-Time Exchange Social Objects: Writing, Photo...
Our Focus
MICROBLOGGING
SOCIAL
BROADCASTING
Please adjust your expectations!!!
YOU WILL BE
SOMEWHERE IN THE
   LONG TAIL
...ooooops
…..hell!




?
BRANDS USING
REAL-TIME APPS
MICROBLOGGING=
MEDIAS MODERN TELEGRAPH
and the others?
What can brands do with real-time apps?
What can brands do with the Real-time Web?
                 COMMUNICATE!
                                                 ...
REAL-TIME PANEL STUDY
Participants:   1193

Age:            14-49 years

Length:         10 weeks

Stimuli:        8 diffe...
Main Results
BRANDS GET A LIVE
  PERSONALITY
REINVENT TRADITIONAL
 CUSTOMER SUPPORT
     (PRE- AND AFTER-SALES)
GENERATE EXTRA
SALES (E-TAILERS)
     IMPULSE BUYING
Mercedes-Benz Kundenservice




DIRECT EFFECT: SALES/   DIRECT EFFECT: BRAND/
    SERVICE COST         MEDIA/SERVICE COSTS
But!!!
BRANDS ARE VULNERABLE IF
THEY DON‘T HAVE A STRONG
  (REAL-TIME) COMMUNITY
Additional Information
LOW! DANGER OF PARA-
SOCIAL GROUP BEHAVIOR
         ABER!
SOCIAL
   MICROBLOGGING      BROADCASTING
Heavy User         Heavy User




Light User         Light User
Learnings from the street musician
2




  1                                                                      3
                                 COOPERAT...
What does that mean for your brand?
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 SPECIALIST –
 DUMP AD-AGENCIES



              Rely on specialists for new arenas:
Biggest Challenge
FEAR OF THE
 UNKNOWN!
REAL-
        TIME =
                 PORN
RESEARCH?

ADVERTISING?

                         PR?

        MARKETING?
Real Time
Real Time
Real Time
Real Time
Real Time
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Real Time

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Real Time

  1. 1. REAL-TIME WEB WHAT BRANDS CAN LEARN FROM STREET MUSICIANS
  2. 2. A Typical Marketing Meeting Somewhere
  3. 3. My CEO wants me to Real-Time Web is a be on top of the latest big trend – we have web trend – how can to start something! we manage real-time? Everybody is twittering and broadcasting – This must be cool for our brand!
  4. 4. Some facts
  5. 5. 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
  6. 6. Our Focus
  7. 7. MICROBLOGGING
  8. 8. SOCIAL BROADCASTING
  9. 9. Please adjust your expectations!!!
  10. 10. YOU WILL BE SOMEWHERE IN THE LONG TAIL
  11. 11. ...ooooops
  12. 12. …..hell! ?
  13. 13. BRANDS USING REAL-TIME APPS
  14. 14. MICROBLOGGING= MEDIAS MODERN TELEGRAPH
  15. 15. and the others?
  16. 16. What can brands do with real-time apps?
  17. 17. What can brands do with the Real-time Web? COMMUNICATE! Update many customers Customer Support Mercedes-Benz Kundenservice Promote Products all at once Answer questions, and Price Offs give advice or feedback Building a brand Give brand channel of brand and a live personality Drive Awareness product discovery, to something Trends and insights of interest & breaking news to a larger Offer exclusive community entry to peers
  18. 18. 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
  19. 19. Main Results
  20. 20. BRANDS GET A LIVE PERSONALITY
  21. 21. REINVENT TRADITIONAL CUSTOMER SUPPORT (PRE- AND AFTER-SALES)
  22. 22. GENERATE EXTRA SALES (E-TAILERS) IMPULSE BUYING
  23. 23. Mercedes-Benz Kundenservice DIRECT EFFECT: SALES/ DIRECT EFFECT: BRAND/ SERVICE COST MEDIA/SERVICE COSTS
  24. 24. But!!!
  25. 25. BRANDS ARE VULNERABLE IF THEY DON‘T HAVE A STRONG (REAL-TIME) COMMUNITY
  26. 26. Additional Information
  27. 27. LOW! DANGER OF PARA- SOCIAL GROUP BEHAVIOR ABER!
  28. 28. SOCIAL MICROBLOGGING BROADCASTING Heavy User Heavy User Light User Light User
  29. 29. Learnings from the street musician
  30. 30. 2 1 3 COOPERATE WITH OTHER ENTHUSIASTS FIND OUT WHERE THE CROWD IS! DON‘T START SOMETHING ALREADY POPULAR 5 4 DON‘T SEPARATE YOUR FANS DON‘T COPY – FIND YOUR OWN STYLE
  31. 31. What does that mean for your brand?
  32. 32. FISH WHERE THE FISH IS…
  33. 33. …AT THE RIGHT TIME!!!
  34. 34. COOPERATE WITH BRAND ENTHUSIASTS
  35. 35. DON‘T START SOMETHING THAT IS ALREADY POPULAR
  36. 36. ? DON‘T SEPARATE YOUR FANS!
  37. 37. DON‘T COPY OR EXTEND A CONCEPT OR CAMPAIGN – COMPLIMENT USER EXPERIENCE
  38. 38. RELY ON SPECIALIST – DUMP AD-AGENCIES Rely on specialists for new arenas:
  39. 39. Biggest Challenge
  40. 40. FEAR OF THE UNKNOWN!
  41. 41. REAL- TIME = PORN
  42. 42. RESEARCH? ADVERTISING? PR? MARKETING?

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