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Real time marketing
- 2. Real-Time Marketing Example The tweet was retweeted 15,000 times. Twitter following increased by 8,000. The post garnered 20,000 likes on Facebook. Instagram followers increased from 2,000 to 36,000.
- 3. Definition The strategy and practice of responding with immediacy to external events and triggers. Content creation on company blogs and for company social media accounts.
- 5. Benefits of Real-Time Marketing • Increase followings • Develop positive sentiment
- 6. Risk of Real-Time Marketing
- 7. Six uses of RTM Product launches Media events SuperBowl, Emmy’s GPS or other sensor-based location or action Recommendations based on browsing history Handling complain, customer service, crisis management
- 8. Preparation for RTM Listen and Learn Business goal of RTM Content and channel strategy Time element & expectation Guardrails Anticipate negative RTM Symantec Am I creating unneeded risk to the brand? Could this impact the company or myself negatively? Would I want my grandmother to read this? Respond time
- 9. Execution of RTM Teams & Tools Triage Train & Test Analytics & Key performance indicator
- 11. Challenge of RTM Respond in second
- 12. Future of RTM
- 13. Future of RTM RTM is dead About half of the respondents listed real- time marketing as either the first or second most overrated topic Increase on RTM budget 59% of marketers plan to increase their RTM budget in the year ahead. 98% report a positive impact to revenue from RTM. Number of brands present in Super bowl
- 14. Future of RTM
- 15. References http://marketingland.com/study-72-of-consumers-expect- brands-to-respond-within-an-hour-to-complaints-posted-on- twitter-63496 http://www.altimetergroup.com/2014/02/webinar-replay-real- time-marketing-the-agility-to-leverage-now-with-rebecca-lieb/ https://blog.percolate.com/2015/02/real-time-marketing-dead- alive/ http://www.wsj.com/articles/advertisers-rank-real-time- marketing-as-overhyped-1445508002 http://socialmediaweek.org/blog/2015/08/real-time-marketing/
- 16. Thank you!
Editor's Notes
- Does anyone see 2013’s super bowl? on 2013’s Superbowl, the superdome have black out for 30 minutes and When the lights went out, Oreo posted this tweet. It seized a topical moment and offered clever on-message observation. This can be counted as most sucssessful real time marketing.
- Widely it is defined as By altimeter Although sometimes it is misunderstand as.
- Customers expect brands to respond in near real time.53% of customers expects respond within an hour. 38% feel more negative about the company if no response received.
- From Oreo’s example,benefits of real time marketing are obvious. It increases followings and develop positive sentiment. Extremely successful real time marketing is not common. Only 4% of Organizations have ROI higher than 100%. And 43% of organizations have ROI between 26-50% .
- Brands do not always getreal-time marketing right. This is understandable because real-time marketing gives you far less time to consider what you are putting out there. Delta decided to engage in real-time marketing during the last World Cup. The airline posted this tweet to congratulate the USA soccer. The tweet pictured the final score as well as the Statue of Liberty representing the USA and a giraffe representing Ghana. But later Twitter users informed them there were no giraffes in Ghana. The company later apologized for their mistake: Real-time marketing is challenging, and it can be risky. ##### Require intensive preparation, training, risk of culture jacking
- There are six use of RTM and these are plotted accoriding to planned/unplanned and reactive/proactive. The most planned and proactive one is brand event, such as product launches, media events. These kind of events we have Advance prep of content strategy and execution, react to anticipated posts.There’s not much surprise there. Examples of anticipated event can be superbowl, emmy’s. There will be lots of real time pubilicity in these kind of events. HBO prepared content for the Emmys that addressed all categories for which their programming was nominated, so appropriate posts could be made for each win or lose scenario. Location based events are planned and react to customers location through GPS or other senser. An exmaple is Tacobell partnered with waze to send notification to customers When you stopped near Tacobell. #####Provide service based on customers location and interest Recommendations based on browsing history is an example of Predictive analytics. Amazon will show products that Inspired by your browsing history. When you enter a random website you can see ads related to what you have searched befor. These are also belong to real time marketing. Customer interactions contain handling complains or customer service and crisis management, Breaking news are most unpredictable one. Oreo’s example is belong to this, because no one expect black out during Superbowl. ### Jetblue aims for respond in less than 1 hour to solve problems for customers or …. So we can see that there are many events that we can predict and prepare prior.
- There are several things we can prepare to make most of real time marketing. First is Listening to customers, competitors, industry There are many free and paid version of social listening and analytic tools out there. Next we need to make sure our business goal, what do we want from real time marketing, do we want to increase customer relationships? Or do we want to identify new customers? Make sure real time marketing is go along with content marketing strategy. We need to make sure content we prepare before real time marketing is the best way to show our values and visions. ###coke We need to set a goal for time element. Do I want to respond in 1 hour or 1 day? This depends on customer needs and budget. About half of the organization currently can respond to breaking news in 30 minutes. In order to decrease the possibility of negative RTM, we need some guardrails In Symantec, anyone need to ask themselves thess questions before post anything. Am I creating unneeded risk to the brand Could this impact the company or myself negatively? Would I want my grandmother to read this? The last thing is , we don’t want to be panic when it really happens. Set alerts for suspect keywords or mentions, and always monitor social buzz, prepare guidelines to create plan, what how where to respond, how we can act more humane
- These are elements that needed to conduct a real time marketing. First we need teams and tools. We need Informed educated memebers cover Social, brand legal aspect And We need Listening, analytics, design, publishing tools Next is triage Nest is train & test. Train everyone involved in real time marketing with Brand identity, voice, vision, how rtm program will be measured and optimized Test with some sample senarios to see if the team work well Set key performance indicator to evaluate efficiency of real time marketing.
- This is an example of triage No matter what post we see, we can easily find action guide. If we see positive post, we need to consider do we agree or not, can we add value or not, If we see negative post, we need to find is it correct, can we resolve the issue quickly and so on.
- The top two challenges of real time marketing is limited budget, resource and staff can’t respond quickly enough. 26% of marketers wants to respond in seconds, but only 4% of organization can actually do it.
- When I search for real time markeitng, I was supprized to see this website at the first page. And most of positive commments on real time marketing is from 2013. And there are a lot of negative comments since late 2014.
- PR Council asked marketers to rank a list of trends to find which were the most “overhyped.” And in superbowl, there are much more brands present in social media, and the competition is sever. But study also said
- So I think Oreo’ case is efforts+luck. If you expect benefits as large as Oreo’s case every time, you will be disappointed. But if you continuously provide right message at right time to the right person, you can have satisfied results.