Brand Science Institute conduct a research study "How Does the Real-Time Web help 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

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?

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?