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...
Some facts
Why Real-Time Web? Now?  <ul><li>Desire for   Asynchronous Communication </li></ul><ul><ul><li>Real-Time Exchange Social O...
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?
 
 
 
 
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 Promot...
REAL-TIME PANEL STUDY Participants:  1193 Age: 14-49 years Length: 10 weeks Stimuli: 8 different real-time models/14 brand...
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 Mer...
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...
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?
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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?!"

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Real-Time Study _ Microblogging and Social Broadcasting for Brands

  1. REAL-TIME WEB WHAT BRANDS CAN LEARN FROM STREET MUSICIANS Microblogging and Social Broadcasting Study 2008
  2. A Typical Marketing Meeting Somewhere
  3. 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!
  4. Some facts
  5. Why Real-Time Web? Now? <ul><li>Desire for Asynchronous Communication </li></ul><ul><ul><li>Real-Time Exchange Social Objects: Writing, Photos, Audio, Video </li></ul></ul><ul><ul><li>Real-Time Exchange Metadata: Location, personal data, relationships </li></ul></ul><ul><li>Less Technical Boundaries </li></ul><ul><ul><li>Low cost </li></ul></ul><ul><ul><li>Simple integration </li></ul></ul>
  6. Our Focus
  7. MICROBLOGGING
  8. SOCIAL BROADCASTING
  9. Please adjust your expectations!!!
  10. YOU WILL BE SOMEWHERE IN THE LONG TAIL
  11. BRANDS USING REAL-TIME APPS
  12. MICROBLOGGING= MEDIAS MODERN TELEGRAPH
  13. and the others?
  14.  
  15.  
  16.  
  17.  
  18. What can brands do with real-time apps?
  19. 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
  20. 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
  21. Main Results
  22. BRANDS GET A LIVE PERSONALITY
  23. REINVENT TRADITIONAL CUSTOMER SUPPORT (PRE- AND AFTER-SALES)
  24. GENERATE EXTRA SALES (E-TAILERS) IMPULSE BUYING
  25. DIRECT (+) EFFECT: SALES/ SERVICE COST DIRECT (+) EFFECT: BRAND/ MEDIA/SERVICE COSTS MICROBLOGGING SOCIAL BROADCASTING Mercedes-Benz Kundenservice
  26. But!!!
  27. BRANDS ARE VULNERABLE IF THEY DON‘T HAVE A STRONG (REAL-TIME) COMMUNITY
  28. Additional Information
  29. ABER! LOW ! DANGER OF PARA-SOCIAL GROUP BEHAVIOR
  30. MICROBLOGGING SOCIAL BROADCASTING Heavy User Light User Heavy User Light User
  31. Learnings from the street musician
  32. 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
  33. What does that mean for your brand?
  34. FINISHED!!!
  35. FISH WHERE THE FISH IS…
  36. … AT THE RIGHT TIME!!!
  37. COOPERATE WITH BRAND ENTHUSIASTS
  38. DON‘T START SOMETHING THAT IS ALREADY POPULAR
  39. DON‘T SEPARATE YOUR FANS! ?
  40. DON‘T COPY OR EXTEND A CONCEPT OR CAMPAIGN – COMPLIMENT USER EXPERIENCE
  41. Rely on specialists for new arenas: RELY ON SPECIALIST – DUMP AD-AGENCIES
  42. Biggest Challenge
  43. FEAR OF THE UNKNOWN!
  44. REAL-TIME = PORN
  45. RESEARCH? MARKETING? ADVERTISING? PR?

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